How Britain Shops 2008: Music & Video
Introduction
Verdict Research: How Britain Shops 2008: Music & Video provides a detailed overview of the shopping habits of consumers. It examines, who shops for music & video, where they shop, whether they are satisfied with their current store and what retailers should do to satisfy customers more.
Scope
A thorough analysis of the way customers shop in the music & video sector, complete with profiles of leading retailersEach report provides visitor and main user shares, conversion rates, loyalty rates with reasons and key competitors.Data is segmented regionally and by demographic and socio-economic group. Five year historic data is provided so trends can be analysed further.Retailer profiles include Asda, Amazon, HMV. Play.com, Tesco, Woolworths and ZavviHighlights
People are shopping less for music & video. The number of shoppers who regularly buy music & video has continued its downward trend, falling for the fourth straight year, adversely impacted by illegal downloading, a weak release schedule and competition for spend from the new generation of games consoles.Range and price are the biggest drivers of disloyalty, with 36.2% and 36.0% of main users mentioning them. Range was the most significant driver of disloyalty for both Tesco and Woolworths' main users, as they often do not have the space available in-store to offer a wide range of products.The increased penetration of high speed Internet connections in the UK, improved brand awareness and increasing consumer confidence in shopping online have been the main drivers of Play.com's rising visitor and main user share for the third straight year.Reasons to Purchase
How Britain Shops is one of the most comprehensive studies of its kind drawing on face-to-face interviews 54,000 shoppers conducted over nine years.Use this report to understand what drives the loyalty of your customers, how satisfied they are and find out where they also shop.Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.
TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION 16
What is cDNA? 16
CHAPTER 2 EXECUTIVE SUMMARY 17
Main Conclusions 17
Key Findings 17
Retailer Highlights 19
Profile of Music & Video Shoppers 22
Penetration of Music & Video Shoppers 26
Retailer Usage 28
Main User Share by Region 31
Conversion Rates 32
Shopping Around 34
Loyalty 36
Drivers of Loyalty/Disloyalty 40
CHAPTER 3 AMAZON 45
Key Findings 45
Visitors 47
Main Users 48
Conversion Rates 50
Loyalty 51
Competitors 55
CHAPTER 4 ASDA 57
Key Findings 57
Visitors 59
Main Users 60
Conversion Rates 62
Loyalty 63
Competitors 67
CHAPTER 5 HMV 69
Key Findings 69
Visitors 72
Main Users 73
Conversion Rates 75
Loyalty 76
Competitors 80
CHAPTER 6 PLAY.COM 82
Key Findings 82
Visitors 84
Main Users 85
Conversion Rates 87
Loyalty 88
Competitors 92
CHAPTER 7 TESCO 94
Key Findings 94
Visitors 96
Main Users 97
Conversion Rates 99
Loyalty 100
Competitors 104
CHAPTER 8 WOOLWORTHS 106
Key Findings 106
Visitors 108
Main Users 109
Conversion Rates 111
Loyalty 112
Competitors 116
CHAPTER 9 ZAVVI 118
Key Findings 118
Visitors 120
Main Users 121
Conversion Rates 123
Loyalty 124
Competitors 128
CHAPTER 10 APPENDIX 130
Basic Methodology 130
Selection of Parliamentary Constituencies 132
Metropolitan County 132
Other 100% Urban 132
Mixed Urban/Rural 132
Rural 132
Selection of Enumeration Districts 133
Selection of Respondents 134
Post Survey Weighting 134
LIST OF TABLES
Table 1: Profile of music & video shoppers – by region 2008 22
Table 2: % of active music & video shoppers regularly using each retailer 2004-2008 28
Table 3: Share of active music & video shoppers using a given retailer as their main store 2004-2008 28
Table 4: Share of active music & video shoppers naming a retailer as their main store – by TV region 2008 31
Table 5: Average rate of conversion from visitor to main user – by TV region 2008 (%) 32
Table 6: Average number of other stores used by TV region 2008 34
Table 7: % of music & video shoppers that are loyal to their main store – by TV region 2008 37
Table 8: Detailed drivers of loyalty 2008 41
Table 9: Music & video loyalty scores by retailer 2004-2008 42
Table 10: Music & video disloyalty scores by retailer 2004-2008 43
Table 11: What disloyal users preferred about other stores 2004-2008 44
Table 12: Visitor share by region 2008 (%) 48
Table 13: Main user share by region 2008 (%) 49
Table 14: Conversion rates by region 2008 (%) 51
Table 15: Loyalty by region 2008 (%) 52
Table 16: Drivers of loyalty 2008 (%) 53
Table 17: Drivers of disloyalty 2008 (%) 53
Table 18: Potential change 2008 (%) 54
Table 19: Top retailers used in other sectors 2008 (%) 55
Table 20: Other music & video stores used 2004-2008 (%) 56
Table 21: Visitor share by region 2008 (%) 60
Table 22: Main user share by region 2008 (%) 61
Table 23: Conversion rates by region 2008 (%) 63
Table 24: Loyalty by region 2008 (%) 64
Table 25: Drivers of loyalty 2008 (%) 65
Table 26: Drivers of disloyalty 2008 (%) 65
Table 27: Potential change 2008 (%) 66
Table 28: Top retailers used in other sectors 2008 (%) 67
Table 29: Other music & video stores used 2004-2008 (%) 68
Table 30: Visitor share by region 2008 (%) 73
Table 31: Main user share by region 2008 (%) 74
Table 32: Conversion rates by region 2008 (%) 76
Table 33: Loyalty by region 2008 (%) 77
Table 34: Drivers of loyalty 2008 (%) 78
Table 35: Drivers of disloyalty 2008 (%) 78
Table 36: Potential change 2008 (%) 79
Table 37: Top retailers used in other sectors 2008 (%) 80
Table 38: Other music & video stores used 2004-2008 (%) 81
Table 39: Visitor share by region 2008 (%) 85
Table 40: Main user share by region 2008 (%) 86
Table 41: Conversion rates by region 2008 (%) 88
Table 42: Loyalty by region 2008 (%) 89
Table 43: Drivers of loyalty 2008 (%) 90
Table 44: Drivers of disloyalty 2008 (%) 90
Table 45: Potential change 2008 (%) 91
Table 46: Top retailers used in other sectors 2008 (%) 92
Table 47: Other music & video stores used 2004-2008 (%) 93
Table 48: Visitor share by region 2008 (%) 97
Table 49: Main user share by region 2008 (%) 98
Table 50: Conversion rates by region 2008 (%) 100
Table 51: Loyalty by region 2008 (%) 101
Table 52: Drivers of loyalty 2008 (%) 102
Table 53: Drivers of disloyalty 2008 (%) 102
Table 54: Potential change 2008 (%) 103
Table 55: Top retailers used in other sectors 2008 (%) 104
Table 56: Other music & video stores used 2004-2008 (%) 105
Table 57: Visitor share by region 2008 (%) 109
Table 58: Main user share by region 2008 (%) 110
Table 59: Conversion rates by region 2008 (%) 112
Table 60: Loyalty by region 2008 (%) 113
Table 61: Drivers of loyalty 2008 (%) 114
Table 62: Drivers of disloyalty 2008 (%) 114
Table 63: Potential change 2008 (%) 115
Table 64: Top retailers used in other sectors 2008 (%) 116
Table 65: Other music & video stores used 2004-2008 (%) 117
Table 66: Visitor share by region 2008 (%) 121
Table 67: Main user share by region 2008 (%) 122
Table 68: Conversion rates by region 2008 (%) 124
Table 69: Loyalty by region 2008 (%) 125
Table 70: Drivers of loyalty 2008 (%) 126
Table 71: Drivers of disloyalty 2008 (%) 126
Table 72: Potential change 2008 (%) 127
Table 73: Top retailers used in other sectors 2008 (%) 128
Table 74: Other music & video stores used 2004-2008 (%) 129
Table 75: Sample sizes by sector 2008 131
LIST OF FIGURES
Figure 1: Music & video share of shopper 2004-2008 (%) 22
Figure 2: Profile of music & video shoppers – by gender (%) 2004-2008 23
Figure 3: Proportion of music & video shoppers – by age bracket 2004-2008 (%) 24
Figure 4: Profile of music & video shoppers – by socio-economic class 2004-2008 25
Figure 5: % of consumers who shop for music & video – by demographics 2008 26
Figure 6: % of consumers who shop for music & video – by TV region 2008 27
Figure 7: Concentration of main user share of Top Five retailers 2006 29
Figure 8: Concentration of main user share of Top Five retailers 2007 29
Figure 9: Concentration of main user share of Top Five retailers 2008 30
Figure 10: Average rate of conversion from visitor to main user 2004-2008 (%) 32
Figure 11: Rate of conversion from visitors to main users by retailer 2008 (%) 33
Figure 12: Average number of other stores used 2004-2008 34
Figure 13: Average number of other stores used by retailer 2008 35
Figure 14: % of music & video shoppers that are loyal to their main store 2004-2008 36
Figure 15: % of music & video shoppers that are loyal to their main store – by demographic group 2008 37
Figure 16: % of music & video shoppers that are loyal to their main store – by retailer 2008 38
Figure 17: Percentage point change in loyalty rates since last year – by retailer 2008 39
Figure 18: Proportion of loyal main users identifying drivers of loyalty 2004-2008 (%) 40
Figure 19: Visitor share 2004-2008 (%) 47
Figure 20: Visitor share by demographic group 2008 (%) 47
Figure 21: Main user share 2004-2008 (%) 48
Figure 22: Main user share by demographic group 2008 (%) 49
Figure 23: Conversion rates 2004-2008 (%) 50
Figure 24: Conversion rates by demographic group 2008 (%) 50
Figure 25: Loyalty 2004-2008 (%) 51
Figure 26: Loyalty by demographics 2008 (%) 52
Figure 27: Preference stores 2008 (%) 54
Figure 28: Shopping around 2004-2008 (%) 55
Figure 29: Visitor share 2004-2008 (%) 59
Figure 30: Visitor share by demographic group 2008 (%) 59
Figure 31: Main user share 2004-2008 (%) 60
Figure 32: Main user share by demographic group 2008 (%) 61
Figure 33: Conversion rates 2004-2008 (%) 62
Figure 34: Conversion rates by demographic group 2008 (%) 62
Figure 35: Loyalty 2004-2008 (%) 63
Figure 36: Loyalty by demographics 2008 (%) 64
Figure 37: Preference stores 2008 (%) 66
Figure 38: Shopping around 2004-2008 (%) 67
Figure 39: Visitor share 2004-2008 (%) 72
Figure 40: Visitor share by demographic group 2008 (%) 72
Figure 41: Main user share 2004-2008 (%) 73
Figure 42: Main user share by demographic group 2008 (%) 74
Figure 43: Conversion rates 2004-2008 (%) 75
Figure 44: Conversion rates by demographic group 2008 (%) 75
Figure 45: Loyalty 2004-2008 (%) 76
Figure 46: Loyalty by demographics 2008 (%) 77
Figure 47: Preference stores 2008 (%) 79
Figure 48: Shopping around 2004-2008 (%) 80
Figure 49: Visitor share 2004-2008 (%) 84
Figure 50: Visitor share by demographic group 2008 (%) 84
Figure 51: Main user share 2004-2008 (%) 85
Figure 52: Main user share by demographic group 2008 (%) 86
Figure 53: Conversion rates 2004-2008 (%) 87
Figure 54: Conversion rates by demographic group 2008 (%) 87
Figure 55: Loyalty 2004-2008 (%) 88
Figure 56: Loyalty by demographics 2008 (%) 89
Figure 57: Preference stores 2008 (%) 91
Figure 58: Shopping around 2004-2008 (%) 92
Figure 59: Visitor share 2004-2008 (%) 96
Figure 60: Visitor share by demographic group 2008 (%) 96
Figure 61: Main user share 2004-2008 (%) 97
Figure 62: Main user share by demographic group 2008 (%) 98
Figure 63: Conversion rates 2004-2008 (%) 99
Figure 64: Conversion rates by demographic group 2008 (%) 99
Figure 65: Loyalty 2004-2008 (%) 100
Figure 66: Loyalty by demographics 2008 (%) 101
Figure 67: Preference stores 2008 (%) 103
Figure 68: Shopping around 2004-2008 (%) 104
Figure 69: Visitor share 2004-2008 (%) 108
Figure 70: Visitor share by demographic group 2008 (%) 108
Figure 71: Main user share 2004-2008 (%) 109
Figure 72: Main user share by demographic group 2008 (%) 110
Figure 73: Conversion rates 2004-2008 (%) 111
Figure 74: Conversion rates by demographic group 2008 (%) 111
Figure 75: Loyalty 2004-2008 (%) 112
Figure 76: Loyalty by demographics 2008 (%) 113
Figure 77: Preference stores 2008 (%) 115
Figure 78: Shopping around 2004-2008 (%) 116
Figure 79: Visitor share 2004-2008 (%) 120
Figure 80: Visitor share by demographic group 2008 (%) 120
Figure 81: Main user share 2004-2008 (%) 121
Figure 82: Main user share by demographic group 2008 (%) 122
Figure 83: Conversion rates 2004-2008 (%) 123
Figure 84: Conversion rates by demographic group 2008 (%) 123
Figure 85: Loyalty 2004-2008 (%) 124
Figure 86: Loyalty by demographics 2008 (%) 125
Figure 87: Preference stores 2008 (%) 127
Figure 88: Shopping around 2004-2008 (%) 128
