Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Making it easy
- Keeping up with the latest trends just too expensive
- What does that do then?
- Don’t forget the original hipsters
- Reaching new audiences
Market in Brief
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- Recession affecting all leisure markets
- The internet more popular than TV
- More computers than ever before
- Multichannel TV boosting the TV market
- Radio facing tough times
- Downloads affecting the music industry
- DVD sales leading the market
- Age and affluence biggest dividing factors
- Media attitudes
Internal Market Environment
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- Key points
- TV overview
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- Figure 1: UK television industry key metrics*, UK, 2003-07
- Multichannel penetration continues to climb
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- Figure 2: UK multichannel TV households, by platform, 2003-08
- TVs getting bigger and better…
- …at a price
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- Figure 3: Cost of television sets owned, 2004-08
- Radio overview
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- Figure 4: UK radio industry key metrics*, UK, 2003-07
- DAB radio ownership
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- Figure 5: DAB radio ownership, 2008
- Pre-recorded music overview
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- Figure 6: Pre-recorded music bought in last 12 months, UK, 2005-08
- Buying pre-recorded CDs
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- Figure 7: Trends in buying pre-recorded CD albums, 2006 and 2008
- Figure 8: Trends in buying pre-recorded CD singles, 2006 and 2008
- Buying music downloads
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- Figure 9: Trends in buying music downloads, 2008
- Figure 10: Trends in buying single downloads, 2008
- Ownership of audio equipment
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- Figure 7: Trends in audio equipment, 2006 and 2008
- Videos and DVDs overview
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- Figure 11: Pre-recorded DVDs bought in the last 12 months, 2005-08
- Buying pre-recorded DVDs
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- Figure 12: Trends in buying pre-recorded DVDs, 2006 and 2008
- Watching hired DVDs/videos
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- Figure 13: Trends in watching hired DVDs/videos, 2004-08
- Ownership of video equipment
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- Figure 14: Trends in video equipment ownership, 2006 and 2008
- Computers overview
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- Figure 15: Home computer key metrics, UK, 2004-08
- Usage trends
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- Figure 16: Trend in home PC usage, 2004-08
- PC purchasing
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- Figure 17: When obtained home PC, 2006 and 2008
- Additional software and hardware
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- Figure 18: Expenditure on home PCs in the last 12 months, 2004-08
- Figure 19: Expenditure on additional software for home PCs in the last 12 months, 2004-08
- Internet use overview
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- Figure 20: Home internet use in the UK, key metrics, 2004-08
- Monthly internet use continues to rise
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- Figure 21: Monthly home internet use, 2006 and 2008
- Broadband speeds up
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- Figure 22: Broadband connection speed, 2008
- New technology
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- Figure 23: Presence of new technology at home, 2006 and 2008
- Video games
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- Figure 24: Trends in consoles and games (including PC games), 2004-08
- Expenditure on consoles and games
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- Figure 25: Trends in money spent on consoles and games (including PC games), 2004-08
Broader Market Environment
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- Key points
- The effects of recession
- Recovery predicted by 2010
- Six in ten concerned, but should be fine
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- Figure 26: Financial prospects, December 2008
- Out-of-home leisure more vulnerable to cutbacks
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- Figure 27: Areas where consumers would cut back spending, July 2008
- A more inclusive approach required
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- Figure 28: Trends in the age structure of the UK population, by gender, 2004-14
Competitive Context
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- Key points
- Watching TV most popular pastime
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- Figure 29: Participation in leisure activities, 2008
- Mixed fortunes for in-home leisure
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- Figure 30: Consumer expenditure on selected leisure goods and activities, 2003-08
Strengths and Weaknesses in the Market
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- Strengths
- Popular pastimes
- Innovation
- Recession-friendly
- High penetration levels
- Attractive to younger consumers
- An affluent audience
- Weaknesses
- Competition between sectors
- Consumer apathy
- Recession-hit
- Leaving older consumers behind
- Alienating the less fortunate
Who’s Innovating?
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- Key points
- Video-on-demand ramps up
- Music industry looks for new ways to reach audiences
Market Overviews
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- Key points
- The in-home media market
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- Figure 31: The in-home media market, UK, 2004-14
- Factors used in the forecast
- TV overview
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- Figure 32: UK television industry key metrics*, 2003-07
- Radio overview
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- Figure 33: UK radio industry key metrics*, UK, 2003-07
- Pre-recorded music overview
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- Figure 34: Pre-recorded music industry key metrics, UK, 2004-08
- Videos and DVDs overview
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- Figure 35: Pre-recorded video and DVD industry key metrics, UK, 2004-08
In-home Media Usage
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- Key points
- Level of usage
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- Figure 36: In-home media usage, January 2009
- Internet more popular than watching TV
- Only the 55+ more likely to watch TV each day
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- Figure 37: Watching TV vs browsing the internet every day for three hours or more, by gender and age, January 2009
- Music and radio share similar patterns
- 16-24-year-olds prefer music to the radio
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- Figure 38: Listening to radio vs listening to music every day for three hours or more, by gender and age, January 2009
- Watching DVDs tends to be a weekly activity
- Frequency patterns
Media Ownership
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- Key points
- Ownership levels high among internet users
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- Figure 39: In-home ownership of media, January 2009
- Few differences by gender and social class
- Ownership levels follow patterns of interest
- Household income has biggest impact
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- Figure 40: Ownership of most popular in-home media items, by gross annual household income, January 2009
- Flatscreen TVs and video consoles go together
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- Figure 41: Most popular in-home media ownership, by other in-home media ownership, January 2009
- Ownership levels high among early adopters
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- Figure 42: Less popular in-home media ownership, by other in-home media ownership, January 2009
- In-home media ownership reflects media habits
In-home Internet Activities
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- Key points
- Low results for online media use
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- Figure 43: In-home internet activities, January 2009
- Age a main factor
- Affluent link to watching online
- TV and movies associated
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- Figure 44: In-home internet activities, by other in-home internet activities, January 2009
- Frequency affects online activities
Behavioural Attitudes
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- Key points
- Physical copies still popular
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- Figure 45: In-home media behaviour, January 2009
- Downloading/burning more popular with men and younger generations
- Affluent link to media habits
- Downloaders are active media users
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- Figure 46: In-home media behaviour by other in-home media behaviour, January 2009
- Figure 47: In-home media behaviour by other in-home media behaviour, January 2009
- In-home media use influences behaviour
- Online movie watchers keenest downloaders
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- Figure 48: In-home media behaviour by in-home internet activities, January 2009
Spending Habits
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- Key points
- In-home media and spending habits
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- Figure 49: In-home media spending habits, January 2009
- Saving money priority for 20-44-year-olds
- Older respondents show less interest
- Budget or splurge?
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- Figure 50: Spending habits by other spending habits, January 2009
- Figure 51: Spending habits, by other spending habits, January 2009
- Frequency reflects spending attitudes
In-Home Media Targeting Opportunities
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- Key points
- Number of in-home media items owned
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- Figure 52: Number of in-home media items owned, January 2009
- Income biggest indicator of repertoire
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- Figure 53: Number of in-home media items owned, by gross annual household income, January 2009
- High PC ownership among internet users
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- Figure 54: Type of in-home media, by number of items owned, January 2009
- High ownership equals greater online use
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- Figure 55: In-home internet activities, by number of items owned, January 2009
- Behaviour increases along with repertoire
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- Figure 56: In-home media behaviour, by number of items owned, January 2009
- Even a third of the best buyers don’t intend any more upgrades
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- Figure 57: Spending habits, by number of items owned, January 2009
- Targeting opportunities
- Embracing all media
- PC the new TV
- Born to burn
- Outsiders
- Disengaged
- PC the new TV and Embracing all media groups show similarities
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- Figure 58: Targeting opportunities, by behavioural attitudes, January 2009
- PC the new TV spend longer online
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- Figure 59: Targeting opportunities, by in-home media usage, January 2009
- The Disengaged have lowest ownership levels
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- Figure 60: Targeting opportunities, by in-home media ownership, January 2009
- PC the new TV embrace the internet
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- Figure 61: Targeting opportunities, by in-home internet activities, January 2009
Appendix – Internal Market Environment
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- Figure 62: Number of television sets, 2004-08
- Figure 63: Screen size of TVs owned, 2004-08
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- Figure 64: Screen type of TVs owned, 2006-08
- Figure 65: Features of TVs owned, 2004-08
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- Figure 66: When television was obtained, 2004-08
- Figure 67: Cost of television set, 2004-08
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Appendix – Broader Market Environment
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- Figure 68: Trends in personal disposable income and consumer expenditure, 2004-14
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Appendix – In-home Media Usage
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- Figure 69: Frequency of watching DVDs, by demographic sub-group, January 2009
- Figure 70: Frequency of listening to the radio, by demographic sub-group, January 2009
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- Figure 71: Frequency of listening to music, by demographic sub-group, January 2009
- Figure 72: Frequency of watching TV, by demographic sub-group, January 2009
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- Figure 73: Frequency of browsing the internet, by demographic sub-group, January 2009
- In-home media usage by other in-home media usage
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- Figure 74: In-home media usage, by those who watch DVDs, January 2009
- Figure 75: In-home media usage, by those who listen to the radio, January 2009
- Figure 76: In-home media usage, by those who listen to music, January 2009
- Figure 77: In-home media usage, by those who watch TV, January 2009
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- Figure 78: In-home media usage, by those who browse the internet, January 2009
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Appendix – Media Ownership
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- Figure 79: Most popular in-home media ownership, by demographic sub-group, January 2009
- Figure 80: Less popular in-home media ownership, by demographic sub-group, January 2009
- In-home media ownership by in-home media usage
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- Figure 81: In-home media ownership, by those that watch DVDs, January 2009
- Figure 82: In-home media ownership, by those that listen to the radio, January 2009
- Figure 83: In-home media ownership, by those that listen to music, January 2009
- Figure 84: In-home media ownership, by those that watch TV, January 2009
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- Figure 85: In-home media ownership, by those that browse the internet, January 2009
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Appendix – In-home Internet Activities
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- Figure 86: In-home media activities done online, by demographic sub-group, January 2009
- In-home internet activities by in-home media usage
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- Figure 87: In-home internet activities, by those that watch DVDs, January 2009
- Figure 88: In-home internet activities, by those that listen to the radio, January 2009
- Figure 89: In-home internet activities, by those that listen to music, January 2009
- Figure 90: In-home internet activities, by those that watch TV, January 2009
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- Figure 91: In-home internet activities, by those that browse the internet, January 2009
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Appendix – Behavioural Attitudes
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- Figure 92: Most popular behavioural attitudes towards media, by demographic sub-group, January 2009
- Figure 93: Next most popular behavioural attitudes towards media, by demographic sub-group, January 2009
- In-home media behaviour by in-home media usage
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- Figure 94: In-home media behaviour, by those that watch DVDs, January 2009
- Figure 95: In-home media behaviour, by those that listen to the radio, January 2009
- Figure 96: In-home media behaviour, by those that listen to music, January 2009
- Figure 97: In-home media behaviour, by those that watch TV, January 2009
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- Figure 98: In-home media behaviour, by those that browse the internet, January 2009
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Appendix – Spending Habits
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- Figure 99: Most popular spending habits, by demographic sub-group, January 2009
- Figure 100: Next most popular spending habits, by demographic sub-group, January 2009
- Spending habits by in-home media usage
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- Figure 101: Spending habits, by those that watch DVDs, January 2009
- Figure 102: Spending habits, by those that listen to the radio, January 2009
- Figure 103: Spending habits, by those that listen to music, January 2009
- Figure 104: Spending habits, by those that watch TV, January 2009
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- Figure 105: Spending habits, by those that browse the internet, January 2009
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Appendix – In-Home Media Targeting Opportunities
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- Figure 106: Targeting opportunities, by demographic sub-group, January 2009
- Figure 107: Number of in-home media items owned, by demographic sub-group, January 2009
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