Some people use their players all the time, while others only use their players outside the home. Many consumers choose to use their players during exercise or while relaxing In the comfort of their own home. With each consumer having different preferences as to why they are making a purchase of a Digital music devices can broaden the target market and the distribution can be much larger. Other driving forces of the Digital music device industry include the need for constant innovation.

Consumers are looking for a device that is easier to use and have features such as phone books, calendars, and photo storage (and music storage of course) that will be useful in their everyday life. These digital music devices have become increasingly easier to use throughout the past five years. Consumers are recognizing simplicity in these digital music devices. Buyer Description: In several different studies conducted, ownership among adult respondents Is highest In teenagers and young adults ages 18-24, declining with Increasing age.

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During the year 2005, the market was essentially driven by the growing demand from consumers and professionals like photographers, designers, music aficionados, exercise enthusiasts, composers as well as the growing mobile workforce. (LA Times) Generally, Digital music devices have become easier to use which has decreased the drive for only technologically advanced users to purchase these products. In the chital music industry, the drive for simplicity has opened opportunities to buyers who do not know as much about technology but are able to figure out the portable music devices with simple step processes.

There has also been a stupendous growth in the global market in places like China, Japan, and other European countries. Dawn C. Semiweekly Microsoft Seeks to Share in Portable Music Market Los Angels Times, September 15, 2006 print edition C-1 ay Brittle Digital music devices are leading the technological market as their demand increases Ninth the changing trends of the market place and the consumer. So the real questions are, Why are Digital music devices so popular, what influences consumer’s purchase decisions, and what impacts the sales of this industry growing in cassettes.