Among digital music providers iTunes and Pandora are pack leaders for most metrics. Although iTunes maintains a strong lead for key metrics like consumer awareness and site visits, Pandora has made considerable headway with consideration and Buzz.
iTunes awareness among the online population is considerably higher, at around 83% compared to Pandora’s 72%, but consideration scores are extremely close - 26% for iTunes and 25% for Pandora. BrandIndex Consideration scores were measured by asking which of the following Internet sites would you consider visiting?
Pandora is currently enjoying elevated Buzz scores, which are a measure of media and WOM activity around a brand, and have been higher than iTunes since late October. BrandIndex Buzz asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Results are for adults age 18+.
Visit rates for iTunes and Pandora, again outstrip the rest of the online digital music providers. According to BrandIndex figures for November 2013, 31% of the US online population has visited iTunes at least once in the last twelve months compared to 24% which has visited the Pandora website.