The NPD Group says “there is strong consumer awareness for paid music download sites, but convincing consumers to actually use them appears to be a more difficult proposition.” In particular they report that Apple’s iTunes Music Store “has been the most successful so far at translating consumer awareness into actual usage.” NPD reports that the iTunes Music Store reached 20 percent awareness among all consumers aged 13 and over, based on a survey conducted in last month. They say that among Mac users consumer awareness jumped to 46 percent, with six percent having actually paid for a song or album via iTunes. Other music services, such as Pressplay and Rhapsody, come nowhere near those kind of numbers.