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According to this article research firm Fulcrum Global Partners is predicting that 10 million iPods will be sold this holiday season and another research firm, Piper Jaffray, says that one third of them will be sold to consumers either replacing an older iPod or buying a second or third one.
http://www.zeropaid.com/news/5893/1+Out+of+3+iPod+Shoppers+Repeat+Customers/
http://www.zeropaid.com/news/5893/1+Out+of+3+iPod+Shoppers+Repeat+Customers/