Many prospective buyers of digital music players, including those who currently use Apple's iPod, would be likely to choose Microsoft's upcoming Zune player, a market research firm said Wednesday.

A survey of 1,725 U.S. teenagers and adults found that of those who planned to buy a digital music player in the next 12 months, 58 percent who owned iPods and 59 percent who owned some other brand were either "somewhat likely" or "extremely likely" to choose a Zune, ABI Research said.

"Our conclusion is that iPod users don't display the same passionate loyalty to iPods that Macintosh users have historically shown for their Apple products," ABI analyst Steve Wilson said in a statement. The survey found that only 15 percent of iPod owners said they were "not very likely" or "not at all likely" to choose Zune.

Given the results, Apple will need to make some big announcements next year in order to maintain its dominant position in the market, Wilson said. "Apple needs a new high-end device that works really well and looks really cool, because other brands are catching up."

Microsoft, on the other hand, will have to differentiate Zune in a meaningful way to attract iPod owners, Wilson said.

Microsoft plans to start selling the Zune, and launch its supporting online music store, this month.