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Technology in the Home - UK - April 2009

ISSUES IN THE MARKET
Definitions
FUTURE OPPORTUNITIES
The Over Optioned Consumer
The Rise of the Premium Bargain Hunter
Capitalising on Uncertainty
Going Green with Marketing
MARKET IN BRIEF
The digital home of the 21st Century
Newer, expensive technology to suffer
Market Value Falls
Can retailers and manufacturers rise to the challenge?
Consumers still aspire to new technology
INTERNAL MARKET ENVIRONMENT
Key points
Technologically advanced homes
Figure 1: Trends in selected digital device usage, 2007-09
BROADER MARKET ENVIRONMENT
Key points
Broadband penetration
Figure 2: UK broadband penetration, 2004-09
Personal disposable income
Figure 3: Trends in personal disposable income and consumer expenditure, 2004-14
An ageing population
Figure 4: Trends in the age structure of the UK population, by gender, 2004-14
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
The Wii effect – innovative ways of control
The picture goes organic
MARKET SIZE AND TRENDS
Key points
Continued impact of the recession
Figure 5: Total in-home technology market, at current prices, 2004-09
Figure 6: Total in-home technology market at 2004 prices, 2004-09
SEGMENT PERFORMANCE
Key points
Digital cameras slump despite innovation
Figure 7: Value of the in-home technology market, by product category, at current prices, 2004-09
Dedicated MP3 players a victim of convergence
Music downloads buck the trend
Video hardware and software remain recession proof
TV’s: Maintaining market values – but at a cost
COMPANIES AND PRODUCTS
 MANUFACTURERS AND BRANDS
Figure 8: Leading companies in the home technology market and their brands
Apple Computer
Bose UK
JVC UK
LG Electronics
Philips
Sony
Samsung Consumer Electronics
BRAND COMMUNICATION AND PROMOTION
Key points
Sony expected to boost spend in 2009
Figure 9: Top advertising spenders in the audio-visual products category, 2006-08
Press and TV dominate
Figure 10: Advertising in the audio-visual products category, by media, 2006-08
Is such a focus on press advertising warranted?
Figure 11: How consumers find out about new technology, June 2008
TECHNOLOGY PRODUCTS THAT CONSUMERS OWN AND WOULD LIKE TO OWN
Key points
PCs most owned and least wanted
Figure 12: Technology consumers currently own or would like to own, March 2009
Nintendo versus Xbox
Is all lost for the PS3?
Entertainment in high definition
Portable and ‘Smart’
Impact of number of people in the household
Figure 13: Ownership of selected technology, by number of people in the household, March 2009
Is the Wii really for those aged 9-90?
Figure 14: Ownership of leading next-generation games consoles, by age, March 2009
Males dominate tech ownership
Figure 15: Type of technology owned, by gender, March 2009
HOW CONSUMERS LAST BOUGHT TECHNOLOGY FOR THE HOME
Key points
Physical retailers come up trumps
Figure 16: How consumers last bought technology, March 2009
Online takes a considerable share still
Figure 17: Christmas shopping experiences, January 2009
Impact of age and gender on channel
Figure 18: How consumers last bought new technology, by gender and age, March 2009
MOTIVATIONS FOR BUYING THE LATEST TECH PRODUCTS
Key points
A market driven by replacement purchases
Figure 19: Main motivations for buying the latest technology products, March 2009
Young the most motivated to buy still
Just how effective are price cuts?
Greatest appeal to men
APPENDIX – TECHNOLOGY PRODUCTS THAT CONSUMERS OWN, AND WOULD LIKE TO OWN
Figure 20: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
Figure 21: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
Figure 22: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
Figure 23: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
Figure 24: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
Figure 25: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
Figure 26: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
Figure 27: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
Figure 28: Technology products that consumers own, and would like to own, by detailed demographics, March 2009
APPENDIX – HOW CONSUMERS LAST BOUGHT TECHNOLOGY FOR THE HOME
Figure 29: How consumers buy their technology for the home, by detailed demographics, March 2009
APPENDIX – MOTIVATIONS FOR BUYING THE LATEST TECH PRODUCTS
Figure 30: Motivations for buying the latest tech products, by detailed demographics, March 2009
Figure 31: Motivations for buying the latest tech products, by detailed demographics, March 2009

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