The average iTunes account is worth £345, according to a new study of Apple users in the UK. asked 1,324 British iTunes users over the age of 18 what type of content they buy from iTunes and how often they do so.

On average, the respondents said that they have purchased around 231 songs, nine albums, four movies and three books from iTunes. Those figures amount to approximately £228.69 worth of songs, £71.91 worth of albums, £4.47 worth of books and £39.96 worth of movies, equating to a total of £345.03 based on the average iTunes price of each media type.

More than a third of respondents (37 per cent) said that they buy something from iTunes at least once a month, with 30 per cent claiming that they buy from iTunes every week. A total of 5 per cent said that they buy from iTunes every day, and 4 per cent claimed that they have never paid for anything on iTunes.


Almost a third (32 per cent) of the respondents said that they only buy media via iTunes, with 23 per cent of those claiming to do so because they could access their data "anywhere". A further 34 per cent said that they only buy from iTunes because it allows them to keep everything together in one place, while 19 per cent of those respondents said that they buy from iTunes because they're "Apple users only."

One quarter of the respondents who said that they only buy media via iTunes claim to do so because of the "instant access" it provides.

Meanwhile, just eight per cent of the respondents to the survey said that they have used, watched, listened to and ready everything they've bought via iTunes.

How much do you think your iTunes account is worth? Let us know in the comments section below, or on Twitter.

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