«A qualitative study by Bull (2005) specifically examined iPod use. Much of Bull's findings paralleled those of prior Walkman research. First, Bull observed that power, control and self-sufficiency were key factors of users regarding control over the time and the space in which they listened to music on the iPod. The second observation the device offered a higher level of options and flexibility compared with earliear personal stereo devices. Third, Bull found that listening was individualized and provided privatized content. Finally, use of the iPod was an intentional action with perceived benefits such as "mood maintenance" (p. 349)» (Ferguson, 2007: 108)