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Portable Media Players - UK - November 2010

This report examines strategies and methods for PMPs to stay relevant in the coming smartphone era. It explores how companies can broaden the appeal of PMPs to reach audiences outside the core market of 16-25s. It examines the impact of Apple’s iPod product range on the overall market, and assesses how Apple’s dominant position can effectively be challenged.

  • Apple is by far the most popular PMP brand, with over one in three Internet users owning an iPod. The nearest competitors are Sony (15%), Creative (5%) and Samsung (4%). In each case, PMP devices released by these companies have not yet been able to replicate the iPod’s mass market appeal.
  • Londoners are more likely to own PMPs, with Apple being the most popular brand. Exactly one in two Londoners own an iPod, compared to about one in three overall. High usage is indicative of the stylisation of the market in recent years, and a tech fashionista culture often more prominent in urban communities.
  • Only 55% of PMP owners use their device at least once a week, however 16-24s are far more active users with nearly three in four using their device at least once a week. By contrast, over-55-year-old owners are the group most likely to use their device less then once a month.
  • Amazon.co.uk ranks as the most popular outlets for buying PMPs, with one in four PMP owners buying via the site. The Argos store (12%), eBay (8%) and Currys (6%) rank as the next most popular outlets.
  • Nearly two in three PMP owners rank capacity and brand as important factors when choosing a PMP. Over one in two see brand as important. Less then one in five place importance on good video quality, touch screen controls and Wi-Fi connectivity.
  • Over half of PMP owners say they will only replace their device if it breaks, and about one in three don’t care about added features as long as the music sounds good.

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Table of contents

  1. Issues in the Market

      • Definition
        • Main issues
          • Abbreviations
          • Future Opportunities

            • Time to rebel…
              • PMPs: A learning tool in waiting?
              • Market in Brief

                • Apple on top
                  • Students frequent PMP users
                    • London calling
                      • 35-44-year-old men most likely buy PMPs online
                        • Amazon most popular online source
                          • Argos most popular in-store option
                            • Consumers want substance, not just style
                              • One is enough
                                • Smartphones on the rise, but PMPs still an attractive option for many
                                • Internal Market Environment

                                  • Key points
                                    • Digital music sales are growing
                                      • Figure 1: Pre-recorded music market by, singles, albums, digital and music, at current prices, 2005-09
                                    • Dedicated music devices… are they on the way out?
                                      • Figure 2: How internet users listen to music downloads, October 2008
                                    • PMPs are a less likely choice for film downloaders
                                      • Figure 3: How internet users watch film downloads, October 2008
                                    • Digital video on the up, but is it sustainable?
                                      • Figure 4: Digital video value sales, 2006-09
                                  • Broader Market Environment

                                    • Key points
                                      • PDI on slow path to recovery, but consumer spending likely to stall
                                        • Figure 5: PDI and Consumer Spending 2005-15 (constant 2010 prices)
                                      • Consumer confidence on the up, but downward pressures still exist
                                        • Figure 6: Consumer confidence index, Jan 1988-Jan 2010
                                      • Ageing population presents challenges
                                        • Figure 7: Trends in gender and age structure of the uk population, 2005-15
                                    • Competitive Context

                                      • Key points
                                        • Mobile phone revenues are on the rise…
                                          • Figure 8: Mobile handset and call revenue, 2004-09
                                        • … and they are usurping other devices in terms of usage
                                          • Figure 9: Items taken on out-of-home leisure activities, August 2009
                                        • In home vs. portable tech
                                          • Figure 10: Total in-home technology market, at current prices, 2004-09
                                      • Strengths and Weaknesses in the Market

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Shake it all about
                                                  • Don’t sweat it
                                                    • Philips also fighting fit
                                                      • Samsung going through the motions
                                                      • Market Size and Forecasts

                                                        • Market size
                                                          • Figure 11: UK portable media player market value sales, 2005-10
                                                        • Forecast
                                                          • Figure 12: UK portable media player market size and forecast, 2005-15
                                                      • Company Profiles

                                                        • Selected leading manufacturers in the market
                                                          • Apple
                                                            • Archos
                                                              • Creative
                                                                • Philips
                                                                  • Samsung
                                                                    • Sony
                                                                      • Other brands
                                                                        • Technika
                                                                          • Bush
                                                                          • PMP Usage and Ownership

                                                                            • Key points
                                                                              • Apple the company to beat
                                                                                • Figure 13: Brand ownership of portable media players, July 2010
                                                                              • 16-24s main drivers of PMP sales
                                                                                • Figure 14: Brand ownership of top four portable media player brands, by age and gender, July 2010
                                                                              • PMPs are not consumers’ ‘second gadget’
                                                                                • Figure 15: Frequency of portable media player usage, by demographic, July 2010
                                                                              • Usage higher in the capital
                                                                                • Figure 16: Frequency of portable media player usage, by region, July 2010
                                                                              • Regular users sway toward the iPod
                                                                                • Figure 17: Brand ownership of portable media players, by frequency of portable media player usage, July 2010
                                                                            • PMP Buying Habits

                                                                              • Key points
                                                                                • Online narrowly outperforms in-store as sales channel for PMPs
                                                                                  • Figure 18: Where portable media players were bought, July 2010
                                                                                • Young males most likely to buy online
                                                                                  • Figure 19: Where portable media players were bought, by age and gender, July 2010
                                                                                • Amazon most popular online sales channel
                                                                                  • Figure 20: Where portable media players were bought online, July 2010
                                                                                • Argos leads the way as in-store PMP provider
                                                                                  • Figure 21: Where portable media players were bought in-store, July 2010
                                                                              • What Do Consumers Look For in a PMP?

                                                                                • Key points
                                                                                  • PMPs are part fashion accessory, but consumers are still focused on quality
                                                                                    • Figure 22: Most important factors in determining choice of device, July 2010
                                                                                  • Sony PMP owners favour function over style
                                                                                    • Figure 23: Most important factors in determining choice of device, by brand ownership of portable media players, July 2010
                                                                                • Attitudes Towards PMPs

                                                                                  • Key points
                                                                                    • PMP owners content with their lot?
                                                                                      • Figure 24: Attitudes towards portable media players, July 2010
                                                                                    • Apple owners favour multiple features
                                                                                      • Figure 25: Attitudes towards portable media players, by brand ownership of portable media players, July 2010
                                                                                  • Appendix – PMP Usage and Ownership

                                                                                      • Figure 26: Brand ownership of portable media players, by demographics, July 2010
                                                                                      • Figure 27: Frequency of portable media player usage, by demographics, July 2010
                                                                                  • Appendix – PMP Buying Habits

                                                                                      • Figure 28: Where portable media players were bought on-line , by demographics, July 2010
                                                                                      • Figure 29: Where Portable media players were bought in-store, by demographics, July 2010
                                                                                      • Figure 30: Where portable media players were bought (nets), by demographics, July 2010
                                                                                  • Appendix – What Do Consumers Look For in a PMP?

                                                                                      • Figure 31: Most popular factors in determining choice of pmp, by demographics, July 2010
                                                                                      • Figure 32: Next most popular factors in determining choice of device, by demographics, July 2010
                                                                                      • Figure 33: Other factors in determining choice of device, by demographics, July 2010
                                                                                  • Appendix –Attitudes Towards PMPs

                                                                                      • Figure 34: Most popular attitudes towards portable media players, by demographics, July 2010
                                                                                      • Figure 35: Next most popular attitudes towards portable media players, by demographics, July 2010

                                                                                  Companies Covered

                                                                                  • Aldi Stores Ltd (UK & Ireland)
                                                                                  • Asda Group Ltd
                                                                                  • Bank of England
                                                                                  • British Sky Broadcasting Group plc (BSkyB)
                                                                                  • British Video Association (BVA)
                                                                                  • Co-operative Group
                                                                                  • Comet Group Ltd
                                                                                  • Currys
                                                                                  • Gfk NOP
                                                                                  • Google UK
                                                                                  • Government Actuary's Department (GAD)
                                                                                  • J. Sainsbury
                                                                                  • Kantar Media
                                                                                  • Lidl (UK)
                                                                                  • Marks & Spencer
                                                                                  • Nintendo UK Entertainment Ltd
                                                                                  • Research in Motion Uk Ltd.
                                                                                  • Sony (UK) Ltd
                                                                                  • T-Mobile (UK) Ltd
                                                                                  • Tesco Plc
                                                                                  • Virgin Media Ltd
                                                                                  • Virgin Mobile
                                                                                  • Vodafone Group Plc (UK)
                                                                                  • Waitrose
                                                                                  • Wm Morrison Supermarkets
                                                                                  • YouTube, Inc.

                                                                                  Portable Media Players - UK - November 2010

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