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Published by: Unity Marketing Inc.
Published: Jan. 1, 2005 - 139 Pages
Table of Contents
Chapter 1: Entertainment & Recreation Market Research Study:
- Who Was Studied
- Overview
- Research Objectives
Chapter 2: About the Market for Entertainment & Recreation Products
- Consumer Durable & Non-Durable Expenditures on Entertainment & Recreation Products
- Audio Equipment and Stereo Systems — Industry Overview
- Audio Equipment and Stereo Systems — Sales and Growth
- • Figure: Personal Consumption of Entertainment Products 2000-proj. 2004
- Audio Equipment and Stereo Systems — Industry Overview
- Audio Equipment and Stereo Systems — Sales & Growth
- • Figure: Audio Industry Snapshot, 2000-proj. 2004
- Audio Equipment and Stereo Systems — Retailer Overview
- • Figure: Electronic Stores Market Share Leaders, 2003 Sales
- Books, Magazines & Newsletters ¯ Industry Overview
- Books, Magazines & Newsletters — Sales & Growth
- • Figure: Books, Magazines, Newspapers, Sheet Music Industry Snapshop, 2000-proj. 2004
- Books, Magazines & Newsletters — Retail Overview
- • Figure: Book Store Market Share Leaders, 2003 Sales
- Computers and Software for Home Use : Industry Overview
- Computers and Software for Home Use — Sales & Growth
- • Figure: Computers and Software Industry Snapshot, 2000-proj. 2004
- Computers & Software for Home Use — Retail Overview
- • Figure: Computer Store Market Share Leaders, 2003 Sales
- Craft, Sewing, Knitting and Needlework Supplies — Industry Overview
- Crafts, Sewing, Knitting and Needlework Supplies — Sales & Growth
- Crafts, Sewing, Knitting and Needlework Supplies — Retail Overview
- • Figure: Craft Store Market Share Leaders, 2003 Sales
- Musical Instruments — Industry Overview
- Musical Instruments — Sales & Growth
- • Musical Instruments Industry Snapshot, 2000-proj. 2004
- Musical Instruments — Retail Overview
- Pet Accessories — Industry Overview
- Pet Accessories — Sales & Growth
- • Figure: Pet Accessories Industry Snapshot: Pet Food & Supplies; Pets & Pet Services;
- Veterninarian Services, 2000-proj. 2004
- Pet Accessories — Retail Overview
- • Figure: Pet Accessories Market Share Leaders, 2003 Sales
- Photography Equipment and Supplies — Industry Overview
- Photography Equipment and Supplies — Sales & Growth
- • Figure: Photography Equipment and Supplies Industry Snapshot, 2000-proj. 2004
- Photography Equipment and Accessories — Retail Overview
- Pre-Recorded Video, Music, DVD, etc. — Industry Overview
- Pre-Recorded Video, Music, DVD, etc. — Sales & Growth
- • Figure: Pre-recorded Video, Music, DVD Industry Snapshot, 2000-proj. 2004
- Pre-Recorded Video, Music, DVD, etc. — Retail Overview
- • Figure: Pre-recorded Media Market Share Leaders, 2003 Sales
- Sporting Goods, Exercise Equipment and Supplies — Industry Overview
- Sporting Goods, Execise Equipment and Supplies — Sales & Growth
- • Figure: Sporting Goods Industry Snapshot, 2002-proj. 2004
- Sporting Goods, Exercise Equipment and Supplies — Retail Overview
- • Sporting Goods Market Share Leaders, 2003 Sales
- Toys, Games & Dolls — Industry Overview
- Toys, Games & Dolls — Sales & Growth
- • Figure: Toy Industry Snapshot, 2000-proj. 2004
- Toys, Games & Dolls — Retail Overview
- • Figure: Toy Retail Market Share Leaders, 2003 Sales
- TV’s, Radios, VCRs, DVDs, etc. — Industry Overview
- TV’s, Radios, VCRs, DVDs, etc. — Sales & Growth
- • Figure: TV's and Video Equipment Industry Snapshot, 2000-proj. 2004
- TV’s, Radios, VCRs, DVDs, etc. — Retailer Overview
Chapter 3: About What Entertainment & Recreation Products Consumers Buy
- What They Buy, Where They Buy It, How Much They Spend
- Purchase Incidence of Entertainment Products
- Product Purchase Incidence
- • Figure: Entertainment Product Purchase Incidence, 2000-2003
- Total Spending on All Entertainment Products
- Where People Shop for Entertainment Products
- • Figure: Where People Shop by Product: First and Second Choice
- Total Spending by Entertainment Product Form
- • Figure: Average Total Spending by Product
- Trends in Spending on Entertainment Products
- Attitudes about Entertainment Purchases
Chapter 4: About the Market for Specific Entertainment & Recreation Products
- Purchase Drivers, Shopping Behaviors, Consumer Demographics
- Audio Equipment & Stereo Systems — Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Audio Equipment & Stereo Systems
- How Much People Spend Annually on Audio Equipment & Stereo Systems
- Books, Magazines & Newsletters — Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Books, Magazines and Newsletters
- How Much People Spend Annually on Books, Magazines & Newsletters
- Computers & Software for Home Use — Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Home Computers and Software
- How Much People Spend Annually on Home Computers and Software
- Crafts, Sewing, Knitting or Needlework Supplies —Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Crafting, Sewing, Kniting or Needlework Supplies
- How Much People Spend Annually on Crafting, Sewing, Knitting & Needlework Supplies
- Musical Instruments — Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Musical Instruments
- How Much People Spend Annually on Musical Instruments
- Pet Accessories — Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Pet Accessories
- How Much People Spend Annually on Pet Accessories
- Photography Equipment or Supplies ¯ Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Photographic Equipment and Supplies
- How Much People Spend Buying Photography Equipment and Supplies
- Pre-recorded Videos, DVDs, Music, etc. ¯ Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Pre-recorded Media
- How Much People Spend Annually on Pre-recorded Entertainment Media
- Sporting Goods, Exercise Equipment or Supplies ¯ Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for Sporting Goods and Exercise Equipment
- How Much People Spend Annually on Sporting Goods and Exercise Equipment
- Toys, Games and Dolls — Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Where People Shop for Toys, Games and Dolls
- How Much People Spend Annually on Toys, Games and Dolls
- TVs, Radios, VCRs and DVDs¯ Consumer Shopping Detail
- Purchase Drivers
- Demographic Variables
- Key Demographics
- Where People Shop for TVs, Radios, VCRs, DVD Players
- How Much People Spend Annually on TVs, Radios, VCRs, DVD Players
Chapter 5: About the Different Types of Consumers that Buy Entertainment & Recreation
- Five Types of Entertainment Buyers
- Attitude Statements according to Different Consumer Segments
- Entertainment Alex Just Wants to Have Fun
- Entertainment Alex Demographic Distinctives
- What Alex Buys
- How Much Alex Spends on Entertainment Products
- Where Alex Shops for Entertainment Products
- Alex’s Trends in Spending on Entertainment Products
- Frugal Francine Entertains Herself Searching for Bargains
- Frugal Francine Demographic Distinctives
- What Francine Buys
- How Much Francine Spends on Entertainment Products
- Where Francine Shops for Entertainment Products
- Francine’s Trends in Spending on Entertainment Products
- Couch-Potato Carol Would Rather Watch
- Couch-Potato Carol Demographic Distinctives
- What Couch-Potato Carol Buys
- How Much Carol Spends on Entertainment Products
- Where Carol Shops for Entertainment Products
- Carol’s Trends in Spending on Entertainment Products
- Fantasy-Fulfillment Fred Lives in and through His Fantasie
- Fantasy-Fulfillment Fred Demographic Distinctives
- What Fred Buys
- How Much Fred Spends on Entertainment Products
- Where Fred Shops for Entertainment Products
- Fred’s Trends in Spending on Entertainment Products
- Bored Betty Desperately Needs Excitement in her Life
- Bored Betty Demographic Distinctives
- What Betty Buys
- How Much Betty Spends on Entertainment Products
- Where Betty Shops for Entertainment Products
- Betty Trends in Spending on Entertainment Products
Chapter 6: About Trends in Entertainment & Recreation Products
- Overview of Key Trends Impacting Market for Entertainment Products
- Trend #1 ¯Spending on Leisure to Continue to Grow and Increase
- Trend #2 ¯ Self-Actualization: The Work of Leisure
- Trend #3 ¯ Technology Revolution Will Bring New Entertainment Experiences Delivered in New
Ways
- Trend #4 ¯ Consumers Will Continue to Demand New Tools, Equipment, Accessories that Will
Enhance their Entertainment Experiences
- Trend #5 ¯ Polarization and Divergence in Consumer Market at the Luxury End and the Low-Price
Range
- Trend #6 — Connecting Becomes Next Dominant Cultural Trend, as Age of Cocooning Ends
- Trend #7 ¯ Latest Electronic Toys Are Favored by the Luxury Market and for the Affluents Brands
Are Important
- Trend #8 ¯ Entertainment and Recreation Products Are Shoppers’ Favorite Category of Gifts
- Appendix A: Methodology and Survey Questionnaire
- Research Methodology
- Survey Questionnaire
AbstractGiven the significance that consumers place on buying entertainment and recreation products,
Unity Marketing conducted a consumer research study about the market for entertainment and recreational products. For the purpose of this study, we did not examine spending on entertainment services, such as tickets or admissions. The purpose of the research study is as follows:
- To conduct a national survey of Americans to discover what entertainment and
recreation products they buy;
- To benchmark their spending on entertainment products and services and track
spending trends;
- To understand the influences on their entertainment and recreation purchasing, what
they look for in what they buy, and how they shop;
- To discover why they buy entertainment and recreation products, what are the key
motivators and drivers for consumption across 11 entertainment and recreation
product categories;
- Finally, the findings will give insights, understandings and discoveries about the
entertainment and recreation market to develop actionable marketing and branding
recommendations for companies and retailers targeting this market.
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