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In-home Entertainment - Ireland - February 2010

The recession has accelerated ‘the move indoors’ by Irish consumers, however it is by no means an overnight phenomenon. The in-home entertainment trend has also been buoyed by innovation in technology, competitive pricing strategies and ‘newer’ technology becoming more mainstream and integrated in the home environment.

With disposable income still declining however, many consumers are being forced to compromise on costly upgrades - despite the appeal of new entertainment gadgets. Providers are nevertheless adding value by offering consumers increased flexibility in terms of when, where and what they watch and listen to.

Key themes in the report

  • What changes in technology have been important in shaping the in-home entertainment market?

  • How receptive are Irish consumers to ‘new’ in-home entertainment products?

  • What aspects of in-home entertainment are most important for Irish consumers?

  • What will the recession mean for sales of in-home entertainment goods?

  • How important is in-home entertainment in relation to other activities?

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Silver TV
              • Seeking value for money during recession
                • If you can’t beat them, join them
                • Market in Brief

                    • The digital age
                      • Better access means a more engaged consumer
                        • The recession sees consumers spending less
                          • Online platform both a help and a hindrance
                            • Flexibility an important trait for home entertainment market
                              • TV still overshadows new media
                                • Embracing new technology
                                • Fast Forward Trends

                                    • Trend 1: Home of the Senses
                                      • What's it about?
                                        • What we've seen
                                          • Specifics
                                            • What next?
                                              • Trend 2: You Are In Control
                                                • What's it about?
                                                  • What we've seen
                                                    • Specifics
                                                      • What next?
                                                      • Internal Market Environment

                                                        • Key points
                                                          • The move towards digital TV
                                                            • Consumers willing to keep up with new technology
                                                              • On-demand TV providing increased flexibility for consumers
                                                                • Catch-up TV also taking off
                                                                  • Home entertainment no longer confined to the living room
                                                                    • Figure 1: How respondents access the internet, NI and RoI, 2004-09
                                                                  • Broadband internet providing variety for in-home entertainment
                                                                    • Figure 2: Type of internet connection respondents have at home, NI and RoI, 2007-09
                                                                  • Better internet meaning better access to online entertainment content
                                                                    • Figure 3: Percentage of consumers who have accessed the internet in the last 12 months, NI and RoI, 2004-09
                                                                    • Figure 4: How consumers obtain new music and video content, October 2008
                                                                    • Figure 5: Top ten online video viewing properties ranked, by total UK unique visitors*, April 2008 and April 2009
                                                                  • Online social networking on the increase
                                                                    • Blu-ray may have won the format war...
                                                                      • ... but are consumers the real losers?
                                                                        • 3D TV set to take off in 2010
                                                                        • Broader Market Environment

                                                                          • Key points
                                                                            • Rising unemployment a key factor in lack of discretionary spending
                                                                              • Figure 6: Economic outlook, NI and RoI, 2008-10
                                                                              • Figure 7: Consumer sentiment index, RoI, January 2003-November 2009
                                                                            • In-home entertainment a cheaper alternative during the recession
                                                                                • Figure 8: Agreement with the statement ‘I prefer to spend a quiet evening at home than go out’, NI and RoI, 2004-09
                                                                              • More DVD and Singstar nights on the horizon
                                                                                • Big-ticket purchases likely to be saved for January sales
                                                                                  • Renters driving demand for in-home entertainment
                                                                                    • Figure 9: Number of private households, by composition, RoI, 2002-06
                                                                                  • The move to online purchasing
                                                                                    • Piracy and illegal downloading a key threat
                                                                                      • The big wigs take control
                                                                                        • However other consumer rights win through
                                                                                          • Nintendo bites back at obesity
                                                                                          • Competitive Context

                                                                                            • Key points
                                                                                              • Out-of-home activities on par with in-home entertainment
                                                                                                • Figure 10: Participation in leisure activities*, NI and RoI, 2009
                                                                                              • Dining out a favourite among Irish consumers
                                                                                                • Consumers captivated by silver screen
                                                                                                  • RoI consumers get active
                                                                                                    • Television viewing a passive activity
                                                                                                      • Playing host a boost for in-home entertainment
                                                                                                      • Strengths and Weaknesses

                                                                                                        • Strengths
                                                                                                          • Weaknesses
                                                                                                          • Market Value and Forecast

                                                                                                            • Key points
                                                                                                              • Digital switchover likely to recover flagging television sales
                                                                                                                • Figure 11: Estimated retail sales of television sets, NI, RoI and IoI, 2004-13
                                                                                                                • Figure 12: Typical retail prices for small and large TV sets, UK, 2004-09
                                                                                                              • Blu-ray to drive demand in a saturated market
                                                                                                                • Figure 13: Estimated retail sales of DVD players, NI, RoI and IoI, 2004-13
                                                                                                              • Docking stations replacing the traditional hi-fi
                                                                                                                • Figure 14: Estimated retail sales of home audio equipment, IoI, NI and RoI, 2004-13
                                                                                                              • Product launches aimed to improve console stalemate
                                                                                                                • Figure 15: Estimated retail sales of games console hardware, IoI, NI and RoI, 2004-09
                                                                                                                • Figure 16: Percentage of consumers who bought a console in the last 12 months, NI and RoI, 2007-09
                                                                                                                • Figure 17: Take-up of leading games consoles, NI and UK, Q1 2009
                                                                                                              • PC sales faring better during recession
                                                                                                                • Figure 18: Estimated retail sales of PCs, IoI, NI and RoI, 2004-13
                                                                                                            • Factors Affecting Demand for In-home Entertainment Market

                                                                                                              • Key points
                                                                                                                • Television
                                                                                                                  • Broadcasters continue to benefit from clampdown on fee evaders
                                                                                                                    • Figure 19: Cost of television licence, number of licences issued and total licence fee income, UK, 2004-09
                                                                                                                    • Figure 20: Cost of television licence, number of licences issued and total licence fee income, RoI, 2002-06
                                                                                                                  • Digital TV take-up continues to rise in NI
                                                                                                                    • Figure 21: Digital television take-up, NI and UK average, 2005-08
                                                                                                                    • Figure 22: Number of DTT (Freeview) only homes, UK, Q1 2004-Q1 2009
                                                                                                                  • RoI falling behind DTT switchover schedule
                                                                                                                      • Figure 23: Number of digital pay TV subscriptions, RoI, Q1 2005-Q3 2009
                                                                                                                    • NI consumers glued less to the box than other UK consumers
                                                                                                                      • Music
                                                                                                                        • Figure 24: Estimated retail sales of pre-recorded music, IoI, RoI and NI, 2004-13
                                                                                                                      • Album sales continue to fall
                                                                                                                        • Internet set to drive sales of music singles
                                                                                                                          • DVDs
                                                                                                                            • DVD sales declining despite the growing appeal of Blu-ray
                                                                                                                              • Figure 25: Estimated retail sales of pre-recorded DVDs and videos, IoI, RoI and NI, 2004-13
                                                                                                                            • PC and console games
                                                                                                                              • Sales of PC and console games recession-resilient
                                                                                                                                • Figure 26: Video game software sales, IoI, RoI and NI, 2004-09
                                                                                                                            • Who’s Innovating?

                                                                                                                              • Key points
                                                                                                                                • Apple’s ‘pipeline project’ set to transform home entertainment
                                                                                                                                  • Slimmed-down PS3
                                                                                                                                    • Microsoft’s Project Natal set to rival Nintendo Wii
                                                                                                                                      • On-demand TV taken a step further
                                                                                                                                        • Sky set to deploy 3D TV across UK and Ireland
                                                                                                                                        • Companies and Products

                                                                                                                                          • Key points
                                                                                                                                            • Electrical goods retailers
                                                                                                                                              • DSG International
                                                                                                                                                • Harvey Norman Trading (Ireland) Ltd
                                                                                                                                                  • Noel Grimley Electrics Ltd
                                                                                                                                                    • Power City Ltd
                                                                                                                                                      • Richer Sounds Ireland
                                                                                                                                                        • S&R Electric Ltd
                                                                                                                                                          • CD, DVD and games retailers
                                                                                                                                                            • GameStop Ireland
                                                                                                                                                              • Golden Discs
                                                                                                                                                                • HMV Group PLC
                                                                                                                                                                  • Online retailers
                                                                                                                                                                    • CD Wow!
                                                                                                                                                                      • Play.com
                                                                                                                                                                        • Service providers
                                                                                                                                                                          • BSkyB
                                                                                                                                                                              • Figure 27: Number of Sky customers, RoI, January 2004-January 2009
                                                                                                                                                                            • UPC
                                                                                                                                                                              • Virgin Media
                                                                                                                                                                              • Consumer Usage Trends of In-home Entertainment Products

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • TV watching the most popular in home activity
                                                                                                                                                                                    • Multiple TV ownership common
                                                                                                                                                                                      • Figure 28: Consumers who own a TV set, by number of sets owned, NI and RoI, 2009
                                                                                                                                                                                    • Make mine a flat screen
                                                                                                                                                                                      • Figure 29: Type of TV set owned (main set), NI and RoI, 2009
                                                                                                                                                                                    • PC ownership increases as Irish consumers embrace new media
                                                                                                                                                                                      • Figure 30: Ownership of a PC, all adults, NI and RoI, 2008 and 2009
                                                                                                                                                                                    • E-mail and browsing main use for PCs
                                                                                                                                                                                        • Figure 31: What consumers use PCs for (only computer), NI and RoI, 2009
                                                                                                                                                                                      • The young prefer the convenience of a laptop
                                                                                                                                                                                          • Figure 32: Consumer ownership of desktop PC vs. a laptop PC (only computer), by age, NI and RoI, 2009
                                                                                                                                                                                          • Figure 33: Changes to average price of a PC laptop, 2003-13
                                                                                                                                                                                        • In-home visual and audio equipment
                                                                                                                                                                                            • Figure 34: Consumer ownership of audio and visual equipment, NI and RoI, 2009
                                                                                                                                                                                          • Movie night at home
                                                                                                                                                                                            • Figure 35: Consumers who have bought a DVD (disc) in the last 12 months, by socio-economic group, NI and RoI, 2009
                                                                                                                                                                                          • More people are playing video games
                                                                                                                                                                                              • Figure 36: Consumers who own a video game console, NI and RoI, 2007-09
                                                                                                                                                                                              • Figure 37: Consumers who own a video game console, by age, NI and RoI, 2009
                                                                                                                                                                                          • Consumer Attitudes towards In-home Entertainment

                                                                                                                                                                                            • Key points
                                                                                                                                                                                                • Figure 38: Consumer attitudes towards in-home entertainment, NI and RoI, September 2009
                                                                                                                                                                                              • In-home entertainment has a strong connection with relaxation
                                                                                                                                                                                                • Comfort important when targeting mature consumers
                                                                                                                                                                                                    • Figure 39: Consumers who agree with the statement “Being able to relax in the comfort of my own home”, by age, NI and RoI, September 2009
                                                                                                                                                                                                  • On-demand services more important than channel variety
                                                                                                                                                                                                    • Figure 40: Consumers who agree with statements relating to TV watching habits, by gender, NI and RoI, September 2009
                                                                                                                                                                                                  • Range of channels still important
                                                                                                                                                                                                    • Figure 41: Consumers who agree with the statement “Having a range of TV channels (eg sport, music, movies)”, by working status, NI and RoI, September 2009
                                                                                                                                                                                                  • Family matters
                                                                                                                                                                                                    • Family time is quality time
                                                                                                                                                                                                      • Function over fashion
                                                                                                                                                                                                          • Figure 42: Consumers who agree with statements relating to functionality and style, NI and RoI, September 2009
                                                                                                                                                                                                        • Low demand for latest technology products
                                                                                                                                                                                                        • Consumer Typologies

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • NI target groups
                                                                                                                                                                                                              • Figure 43: Consumer typologies, NI, September 2009
                                                                                                                                                                                                            • Relaxers
                                                                                                                                                                                                              • Variety Seekers
                                                                                                                                                                                                                • Demanders
                                                                                                                                                                                                                  • Kiddy-Conscious
                                                                                                                                                                                                                    • RoI target groups
                                                                                                                                                                                                                      • Figure 44: Consumer typologies, RoI, September 2009
                                                                                                                                                                                                                    • Comfort Seekers
                                                                                                                                                                                                                      • Telly Addicts
                                                                                                                                                                                                                        • Media Hoppers
                                                                                                                                                                                                                          • Family-focused
                                                                                                                                                                                                                          • Appendix

                                                                                                                                                                                                                            • Competitive Context
                                                                                                                                                                                                                              • Figure 45: Participation in leisure activities, NI and RoI, 2009
                                                                                                                                                                                                                              • Figure 46: Response to question ‘Thinking about your typical night out, which of the following, if any, do you most enjoy doing?’, NI and RoI, September 2009
                                                                                                                                                                                                                              • Figure 47: Agreement with statement ‘Watching TV is my main pastime’, NI and RoI, 2007-09
                                                                                                                                                                                                                            • Market size
                                                                                                                                                                                                                              • Figure 48: Reason for using PCs at home, NI, 2004-09
                                                                                                                                                                                                                              • Figure 49: Reason for using PCs at home, RoI, 2004-09
                                                                                                                                                                                                                            • Consumer attitudes towards in-home entertainment
                                                                                                                                                                                                                              • Figure 50: Aspects of in-home entertainment respondents find important, NI, September 2009
                                                                                                                                                                                                                              • Figure 51: Aspects of in-home entertainment respondents find important, NI, September 2009
                                                                                                                                                                                                                              • Figure 52: Aspects of in-home entertainment respondents find important, RoI, September 2009
                                                                                                                                                                                                                              • Figure 53: Aspects of in-home entertainment respondents find important, RoI, September 2009
                                                                                                                                                                                                                            • Consumer typologies
                                                                                                                                                                                                                              • Figure 54: Consumers who agree with various statements relating to in-home entertainment, by consumer typologies, NI, September 2009
                                                                                                                                                                                                                              • Figure 55: Consumer typologies, by demographic breakdown, NI, September 2009
                                                                                                                                                                                                                              • Figure 56: Consumers who agree with various statements relating to in-home entertainment, by consumer typologies, RoI, September 2009
                                                                                                                                                                                                                              • Figure 57: Consumer typologies, by demographic breakdown, RoI, September 2009

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                          In-home Entertainment - Ireland - February 2010

                                                                                                                                                                                                                          £1,095.00 (Excl.Tax)