Name Sean Tim Piper Amy Kristina Andrew Digital Music Consumption • Historically: iTunes user • Historically: iTunes user • Historically: iTunes user • Historically: CD buyer; • Historically: iTunes for • Historically: iTunes for for purchased or ripped for purchased or ripped for purchased or ripped MOG user purchased or ripped purchased or ripped music; Free Pandora user music music • Currently: Pandora 1, music, Free Pandora user music • Currently: Rdio paid user • Currently: iTunes music • Currently: iTunes music Sirius XM, and Spotify • Currently: Spotify • Currently: Free Spotify buyer and user; Free buyer and user; CD Premium user Premium user user Spotify user burner Findings Across Participants Tally P1 P2 P3 P4 P5 P6 Issue: Seeing “purchase” options is unsettling when attempting to 6 X X X X X X explore a free trial Behavior: Abandoning the sign-up process before getting into Apple 3 X X X Music Issue: It is unclear how Apple 6 Music connects with iTunes X X X X X X Behavior: Purposefully browsing beyond the homepage to figure out what Apple Music is and how it is 4 X X X X different from currently used music service Issue: Struggled with the Apple Music website to find necessary information quickly and easily 2 (pricing info, features, X X differentiating factors from other music services…etc.) Issue: It is confusing to see iTunes launch after clicking the “Try Now” 2 button on the Apple Music X X homepage Behavior: Planning on canceling subscription after the free trial 3 - X - X X - period Value: Did not see any overwhelming reason to switch 5 from current music service to Apple X X X X X Music. Value: Using iTunes is good because it is part of the Apple/Mac 4 X X X X experience Value: Assuming Apple Music would work nicely with existing 4 X X X X Mac/iCloud account credentials.