Roughly one in ten iOS users is listening to Apple Music, according to a new research study conducted by MusicWatch. The company, which provides consumer research for the music industry, collected data from the surveys of 5,000 U.S. consumers, aged 13 and older.
According to the research, a little over three quarters (77%) of iOS users in the United States are aware of Apple Music. Only 11%, however, of the group surveyed said they are actually using the service, and 48% of those who have tried it out said they are no longer using it.
You can look at these numbers from both positive and negative perspectives. On the one hand, over half of all users who have tried Apple Music are still listening to it, which is a solid retention rate. But on the other, nearly half of all users that tried the service, didn’t like it.
Other interesting stats from the study:
- 28% of Spotify Premium, 11% of Spotify Free and 6% of Pandora users are also using Apple Music
- 64% of current users said that they were extremely or very likely to pay to subscribe to Apple Music after their free trials end.
- 61% of those who have tried Apple Music reported that they had already turned off the auto-renewal option in their iTunes account settings.
- The most popular feature on Apple Music was its “My Music” functionality, which allows listeners to manage music and create playlists.
- Beats 1 is being used by 30% of Apple Music streamers
- 27% of users have tried out the Connect feature
Obviously MusicWatch’s research sample of 5000 is extremely small, but it still paints a picture of where Apple Music is at right now—in its infancy. There are a lot of questions that still need to be answered before we start judging the service: What will Apple Music numbers look like in October, after the early-adopter trial is over? What about after the new iPhones launch? And after Apple opens up the service to Android users this fall?
Have you tried Apple Music yet? If so, do you plan on keeping it beyond the free trial?
Update: In a statement to The Verge regarding the above study, Apple said 79% of people who signed up for the Apple Music free trial are still using Apple Music.