Apple Music Subscribers Are Hooked, But Many Haven’t Tested Yet: Survey

Apple may have a hit on its hand with Apple Music, if it can only convince more consumers to try the new service: That’s the gist of a new report from MusicWatch, which surveyed 5,000 U.S. consumers about their music listening habits.

Some 77% of all iOS users are aware of Apple Music, according to that report, but only 11% have tried it so far, despite Apple offering users a three-month free trial. In comparison, 40% of all iOS users buy digital music downloads from iTunes, which indicates that Apple still hasn’t reached a big chunk of Apple Music’s potential audience.

Also potentially troubling for Apple is the revelation that 48% of users who have tried the service aren’t currently using it. But there’s also some good news for the company: Consumers who are using Apple Music seem to like it; 64% of Apple Music’s current users said they were “extremely or very likely” to pay for the service once their free trial is over.

Then again, what consumers say they will do and what they actually do can be two very different things. Sending a somewhat mixed message, 61% of all surveyed Apple Music users told MusicWatch that they had already turned off auto-renewal within iTunes to make sure that they wouldn’t get automatically billed at the end of their trial period.

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