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Portable Media Players - UK - November 2012

“The growing popularity of streaming services may lead to a market where in two to three years, a substantial portion of consumers pay an average monthly fee in order to gain access to a huge cloud-based library of content, without necessarily storing the content on their own devices.”

– Samuel Gee, Technology Analyst

Some questions answered in this report include:

  • Can the PMP market leverage 4G?
  • What can manufacturers do if devices no longer sell?
  • What demographics could best be targeted by PMP manufacturers?
  • Are there any hardware changes that could boost PMP appeal?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast value of PMP sales, 2007-17
            • Market factors
              • Ownership stagnates whilst purchases fall
                • Increase in use of digital music services and digital video acquisition
                  • Boundaries blurred between PMPs and tablets
                    • Companies, brands and innovation
                      • Figure 2: PMP brands owned by consumers, September 2012
                    • The consumer
                      • Device usage
                        • Figure 3: Frequency with which consumers use their PMPs, September 2012
                      • Desired features
                        • Figure 4: Features consumers desire in their next PMP, September 2012
                      • Attitudes towards PMPs
                        • Figure 5: Attitudes towards PMPs, September 2012
                      • Targeting opportunities
                        • Figure 6: Targeting opportunities, September 2012
                      • What we think
                      • Issues in the Market

                          • Can the PMP market leverage 4G?
                            • What can manufacturers do if devices no longer sell?
                              • What demographics could best be targeted by PMP manufacturers?
                                • Are there any hardware changes that could boost PMP appeal?
                                • Trend Application

                                    • Trend: Extend My Brand
                                      • Trend: Why Buy
                                        • 2015 Trend: Access Anything Anywhere
                                        • Market Drivers

                                          • Key points
                                            • Ownership stagnates whilst purchases continue to fall
                                              • Figure 7: Ownership of MP3/MP4 players, 2010-12
                                              • Figure 8: Proportion of consumers who purchased an MP3/MP4 player in the last 12 months, 2010-12
                                            • Connectivity becomes a more common requirement
                                              • Figure 9: Trends in features available on PMPs, 2010-12
                                            • Increase in digital music service revenue
                                              • Figure 10: Percentage of consumers who purchased a CD in the last 12 months, 2009-11
                                              • Figure 11: Forecast value of digital music sales, 2007-17
                                              • Figure 12: Digital music change in revenue, Q1 2011-Q1 2012
                                              • Figure 13: Digital music revenue breakdown, Q1 2011 and Q1 2012
                                            • Smartphone competition continues to affect sales
                                              • Figure 14: Quarterly iPod and iPhone sales, globally, Q1 2007-Q3 2012
                                              • Figure 15: Smartphone ownership, by age, July 2012
                                            • Digital video also has a draw for PMP purchasers
                                              • Figure 16: Purchase of MP3/MP4 players in the last 12 months, by purchase of other media types, 2012
                                            • Blurring PMP and tablet boundaries may result in decreased PMP sales
                                              • Bundled service sales alienate standalone devices
                                                • 4G network rollout likely to increase the use of streaming services
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Samsung S Pebble is designed to work with flagship smartphone
                                                      • Sony combines MP3 player with wireless handset
                                                        • Motorola sports watch MP3 player
                                                          • Pono
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Market decline scheduled to continue
                                                                • Figure 17: Value of PMP sales, 2007-17
                                                              • Forecasts
                                                                  • Figure 18: Forecast value of PMP sales, 2007-17
                                                              • Segment Performance

                                                                • Key points
                                                                  • Market split continues to appear
                                                                    • Figure 19: Amount consumers spent on MP3/MP4 players purchased in the last 12 months, 2010-12
                                                                • Companies and Products

                                                                    • Apple Inc
                                                                      • Background
                                                                        • Financial performance and strategy
                                                                          • Figure 20: Financial performance of Apple Inc, 2010 and 2011
                                                                          • Figure 21: Quarterly financial performance of Apple Inc, Q3 2010-Q3 2012
                                                                          • Figure 22: Financial performance of Apple Retail UK Limited, 2010 and 2011
                                                                        • Creative Technology Ltd
                                                                          • Background
                                                                            • Financial performance and strategy
                                                                              • Figure 23: Financial performance of Creative Technology Ltd, 2010 and 2011
                                                                            • Koninklijke Philips Electronics N.V
                                                                              • Background
                                                                                • Financial performance and strategy
                                                                                  • Figure 24: Financial performance of Philips, 2010 and 2011
                                                                                  • Figure 25: Financial performance of Philips Electronics UK Limited, 2010 and 2011
                                                                                • Samsung Electronics Co Ltd
                                                                                  • Background
                                                                                    • Financial performance and strategy
                                                                                      • Figure 26: Financial performance of Samsung Electronics (UK) Limited, 2010 and 2011
                                                                                      • Figure 27: Financial performance of Samsung Electronics Co Ltd, 2010 and 2011
                                                                                    • Sony Corporation
                                                                                      • Background
                                                                                        • Financial performance and strategy
                                                                                          • Figure 28: Financial performance of Sony Corporation, 2011 and 2012
                                                                                          • Figure 29: Financial performance of Sony Europe Limited, 2010 and 2011
                                                                                      • Channels to Market

                                                                                        • Key points
                                                                                          • Internet purchases approaching specialist shop levels
                                                                                            • Figure 30: Purchase locations for MP3/MP4 players bought in the last 12 months, 2010-12
                                                                                          • Gift giving also in potential decline
                                                                                            • Figure 31: Who chose consumers’ most recently acquired MP3/MP4 player, 2010-12
                                                                                          • Partner purchases still require retail assistance
                                                                                            • Figure 32: The location from which PMPs are acquired, by the individual that chose the device, 2012
                                                                                        • Brand Communication and Promotion

                                                                                          • Key points
                                                                                            • Drop in Apple spend halves total manufacturer outlay
                                                                                              • Figure 33: Adspend on PMPs, by manufacturer and retailer, 2008-11
                                                                                            • Multiples and supermarkets dominate retailer spend
                                                                                              • Figure 34: Adspend on PMPs, by top ten retailers, 2008-11
                                                                                            • TV retains the majority of adspend
                                                                                              • Figure 35: Adspend on PMPs, by media type, 2008-11
                                                                                              • Figure 36: Proportion of adspend on PMPs attributed to media types, 2008-11
                                                                                          • Brand Ownership

                                                                                            • Key points
                                                                                              • Apple continues to dominate the market
                                                                                                • Figure 37: Ownership of PMP brands, by all consumers, and by PMP owners, September 2012
                                                                                              • Other brands appeal to older consumers
                                                                                                • Figure 38: PMP brand ownership, by age, September 2012
                                                                                              • Maturity of the market revealed in lack of student lead
                                                                                                • Figure 39: Ownership of PMP brands, by employment status, September 2012
                                                                                            • Usage Frequency

                                                                                              • Key points
                                                                                                • Device users remain heavily engaged
                                                                                                  • Figure 40: Frequency with which consumers use their PMPs, September 2012
                                                                                                • Younger consumers heaviest users
                                                                                                  • Figure 41: Frequency with which consumers use their PMPs, by age, September 2012
                                                                                                • Children’s media may be a way of retaining interest and purchases
                                                                                                  • Figure 42: Frequency with which consumers use their PMPs, by presence of children in the household, September 2012
                                                                                                • Increasing engagement with other brands may boost long-term retention
                                                                                                  • Figure 43: Brand owned by consumers, by frequency with which consumers use their PMPs, September 2012
                                                                                              • Desired Features

                                                                                                • Key points
                                                                                                  • High-quality audio the most desired feature
                                                                                                    • Figure 44: Features consumers desire in their next PMP, September 2012
                                                                                                  • Video quality jumps in popularity
                                                                                                    • Look and feel / branding remain popular with the young
                                                                                                      • Figure 45: Consumers who list the overall look and feel of a PMP as an important factor when considering their next device purchase, by age, September 2012
                                                                                                    • Infrequent users more concerned with ease of adding new content
                                                                                                      • Aping smartphones will not boost PMP usage
                                                                                                      • Attitudes towards PMPs

                                                                                                        • Key points
                                                                                                          • A quarter of consumers would choose smartphones over PMPs in future
                                                                                                            • Figure 46: Attitudes towards PMPs, September 2012
                                                                                                          • Dilemma between abandonment and feature enrichment
                                                                                                            • Inner city consumers more likely to desire music streaming services
                                                                                                              • Only wealthier consumers interested in additional features
                                                                                                                • Cross-promotion of music and video streaming services may yield rewards
                                                                                                                • Targeting Opportunities

                                                                                                                  • Key points
                                                                                                                    • Figure 47: Targeting opportunities, September 2012
                                                                                                                  • Replacement Buyers
                                                                                                                    • Key characteristics
                                                                                                                      • Who are they?
                                                                                                                        • Marketing message
                                                                                                                          • Feature Happy
                                                                                                                            • Key characteristics
                                                                                                                              • Who are they?
                                                                                                                                • Marketing message
                                                                                                                                  • Disengaged
                                                                                                                                    • Key characteristics
                                                                                                                                      • Who are they?
                                                                                                                                        • Marketing message
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                            • Figure 48: Best- and worst-case forecast for the value of PMP sales, 2012-17
                                                                                                                                        • Appendix – Brand Ownership

                                                                                                                                            • Figure 49: Brands of PMPs owned by all consumers, September 2012
                                                                                                                                            • Figure 50: Brands of PMPs owned by PMP owners, September 2012
                                                                                                                                            • Figure 51: Brands of PMPs owned by consumers, by demographics, September 2012
                                                                                                                                        • Appendix – Usage Frequency

                                                                                                                                            • Figure 52: Frequency of usage of PMPs, September 2012
                                                                                                                                            • Figure 53: Brands of PMPs owned by consumers, by frequency of usage of PMPs, September 2012
                                                                                                                                            • Figure 54: Frequency of usage of PMPs, by demographics, September 2012
                                                                                                                                        • Appendix – Desired Features

                                                                                                                                            • Figure 55: Features desired by consumers in new portable media players, September 2012
                                                                                                                                            • Figure 56: Brands of PMPs owned by consumers, by most popular features desired by consumers in new portable media players, September 2012
                                                                                                                                            • Figure 57: Brands of PMPs owned by consumers, by next most popular features desired by consumers in new portable media players, September 2012
                                                                                                                                            • Figure 58: Features desired by consumers in new portable media players, by frequency of usage of PMPs, September 2012
                                                                                                                                            • Figure 59: Features desired by consumers in new portable media players, by most popular features desired by consumers in new portable media players, September 2012
                                                                                                                                            • Figure 60: Features desired by consumers in new portable media players, by next most popular features desired by consumers in new portable media players, September 2012
                                                                                                                                            • Figure 61: Features desired by consumers in new portable media players, by least popular features desired by consumers in new portable media players, September 2012
                                                                                                                                            • Figure 62: Most popular features desired by consumers in new portable media players, by demographics, September 2012
                                                                                                                                            • Figure 63: Next most popular features desired by consumers in new portable media players, by demographics, September 2012
                                                                                                                                            • Figure 64: Least popular features desired by consumers in new portable media players, by demographics, September 2012
                                                                                                                                        • Appendix – Attitudes towards Portable Media Players

                                                                                                                                            • Figure 65: Attitudes towards portable media players, September 2012
                                                                                                                                            • Figure 66: Brands of PMPs owned by consumers, by attitudes towards portable media players, September 2012
                                                                                                                                            • Figure 67: Frequency of usage of PMPs, by attitudes towards portable media players, September 2012
                                                                                                                                            • Figure 68: Attitudes towards portable media players, by frequency of usage of PMPs, September 2012
                                                                                                                                            • Figure 69: Attitudes towards portable media players, by most popular attitudes towards portable media players, September 2012
                                                                                                                                            • Figure 70: Attitudes towards portable media players, by next most popular attitudes towards portable media players, September 2012
                                                                                                                                            • Figure 71: Most popular attitudes towards portable media players, by demographics, September 2012
                                                                                                                                            • Figure 72: Next most popular attitudes towards portable media players, by demographics, September 2012
                                                                                                                                        • Appendix – Targeting Opportunities

                                                                                                                                            • Figure 73: Attitudes towards portable media players, by target groups, September 2012
                                                                                                                                            • Figure 74: Brands of PMPs owned by consumers, by target groups, September 2012
                                                                                                                                            • Figure 75: Frequency of usage of PMPs, by target groups, September 2012
                                                                                                                                            • Figure 76: Features desired by consumers in new portable media players, by target groups, September 2012
                                                                                                                                            • Figure 77: Target groups, by demographics, September 2012

                                                                                                                                        Companies Covered

                                                                                                                                        • Apple Retail UK
                                                                                                                                        • Creative Technology, Ltd
                                                                                                                                        • Koninklijke Philips Electronics N.V.
                                                                                                                                        • Philips Consumer Electronics UK
                                                                                                                                        • Royal Philips Electronics
                                                                                                                                        • Samsung Electronics (UK) Ltd
                                                                                                                                        • Sony (UK) Ltd

                                                                                                                                        Portable Media Players - UK - November 2012

                                                                                                                                        US $2,478.79 (Excl.Tax)