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Published by: Mintel International Group Ltd.
Published: Jun. 1, 2006 - 85 Pages
Table of Contents
- INTRODUCTION AND ABBREVIATIONS
- Introduction
- Definition
- Abbreviations & terms
- Abbreviations
- EXECUTIVE SUMMARY
- MP3 player sales and improved functionality drive market
- Availability of accessories encourages sales
- Sales soar to $2 billion in 2006
- “Other” accessories make up half of sales, but headphones most widely owned accessory iPod accessories dominate, but supplier field still wide
- Accessory sales driven by MP3 player advertising—little independent activity
- Consumers pick stores over online resellers, Best Buy comes out on top
- Current rates of ownership low, but growing
- Core market is 18-34-year-old enthusiasts, but $100K+ spend more
- Sales set to increase at high and low price points
- MP3 takes over mobile audio and makes its mark on the home
- Universal accessories on the up
- MARKET DRIVERS
- Sales of MP3 players
- Figure 1: MP3 player units shipped to retailers, 2004-06
- Growing number of young consumers boosts use of accessories
- Figure 2: US population projections and MP3 accessory usage, by age, 2001-11
- Hispanic population grows, uses MP3s at significant rate
- Figure 3: US Hispanic population projections and MP3 accessory usage, by age, 2001-11
- Lifestyle changes
- Figure 4: Activities engaged in while listening to MP3 player, comparison of 18-24-year-olds to all respondents, April 2006
- iPod economy
- Wide availability of accessories
- Product development and improved functionality in MP3 players
- MARKET SIZE AND TRENDS
- Market size
- Figure 5: Total US manufacturer sales of MP3 players and other portable audio hardware, at current and constant prices, 2001-06
- Figure 6: Graph: Total US manufacturer sales of MP3 players and other portable audio hardware, at current and constant prices, 2001-06
- Figure 7: Total US retail sales of MP3 player accessories, at current and constant prices, 2001-06
- Figure 8: Graph: Total US retail sales of MP3 player accessories, at current and constant prices, 2001-06
- Market trends—new product introductions
- MARKET SEGMENTATION
- Overview
- Figure 9: Sales of MP3 player accessories, segmented by speakers, headphones and other accessories, 2004 and 2006
- Figure 10: Graph: Sales of MP3 player accessories, segmented by speakers, headphones and other accessories, 2006
- Figure 11: Types of MP3 player accessory owned, April 2006
- Other accessories
- Figure 12: Sales of other accessories, at current and constant prices, 2001-06
- Speakers
- Figure 13: Sales of speakers, at current and constant prices, 2001-06
- Headphones
- Figure 14: Sales of headphones, at current and constant prices, 2001-06
- SUPPLY STRUCTURE
- COMPANIES AND BRANDS
- Figure 15: Manufacturer sales of portable audio products and MP3 accessories in the US, 2003 and 2005
- Figure 16: Brands of MP3 player owned, April 2006
- Company profiles
- Overview
- DLO (Digital Lifestyle Outfitters)
- Griffin Technology
- Belkin
- Bose
- Altec Lansing (Plantronics)
- New products
- ADVERTISING AND PROMOTION
- Overview
- Apple
- Sony
- RETAIL DISTRIBUTION
- Overview
- Figure 17: Where most recent MP3 player was bought, April 2006
- Figure 18: Store, website or catalog MP3 player was bought from, April 2006
- Electronics stores
- Other stores
- Mass merchandisers
- Computer stores
- Websites
- THE CONSUMER
- Introduction
- Summary highlights of consumer survey
- Ownership of MP3 players and accessories
- Figure 19: Ownership of and intention to buy an iPod, MP3 player or MP3 player accessory, April 2006
- Figure 20: Ownership of iPod, MP3 player or MP3 player accessory, by age and household income, April 2006
- Figure 21: Ownership of iPod, MP3 player or MP3 player accessory, by race/ethnic origin, April 2006
- Figure 22: Ownership of iPod, MP3 player or MP3 player accessory, by marital status, April 2006
- Brands of MP3 players owned
- Figure 23: Brands of MP3 player owned, by age and household income, April 2006
- Where MP3 players are bought
- Type of store
- Figure 24: Where most recent MP3 player was bought, April 2006
- Named store
- Figure 25: Store, website or catalog MP3 player was bought from, by household income, April 2006
- MP3 accessories owned
- Figure 26: Types of MP3 player accessory owned, by gender, April 2006
- Figure 27: Types of MP3 player accessory owned, by age and household income, April 2006
- Spend on MP3 accessories
- Figure 28: Amount spent on most recent MP3 accessory purchase, April 2006
- Figure 29: Average spend on most recent MP3 accessory purchase, by gender, age, household income and marital status, April 2006
- How MP3 players are used
- Figure 30: Activities engaged in while listening to MP3 player, April 2006
- Figure 31: Activities engaged in while listening to MP3 player, by age, April 2006
- Figure 32: Activities engaged in while listening to MP3 player, by household income, April 2006
- Personalization of MP3 players
- Figure 33: Want to make/have made MP3 player look unique, by age, April 2006
- MP3 player accessories as a gift, given or received
- Figure 34: Have given/received MP3 player accessory as a gift, by age and household income, April 2006
- FUTURE AND FORECAST
- FUTURE TRENDS
- Sales continue to increase as market matures
- Expansion at top and bottom price points
- MP3 takes over mobile audio category—increased car use boosts functional accessory sales
- Speakers and wireless transmitters bring MP3 home
- Unbundling by suppliers boosts market for basics
- Apple’s share of MP3 market shrinks, universal accessories increase
- Retailer-branded MP3 players emerge, growing unbranded/own-branded accessory market
- Product innovation and development continues
- “Made for Apple” splits iPod accessory market
- Accessory suppliers develop low-cost marketing strategies
- Electronics stores continue to lead with product range and grab-ability
- Spread of accessories help retailers build margin
- MARKET FORECAST
- MP3 player accessories
- Figure 35: Forecast of total US sales of MP3 player accessories, at current and constant prices, 2006-11
- Forecast factors
- APPENDIX: TRADE ASSOCIATIONS
AbstractThis report examines the U.S. market for MP3 player accessories, which grew from $50 million in 2001 to $2 billion in 2006, driven by strong sales of MP3 players, increased availability of accessories, lifestyle changes among consumers and continuing product development. The range of accessories available has increased dramatically during the review period, many suppliers are small and without a well-established brand, and not all will survive the current growth surge.
The majority of accessories on the market are designed for the Apple iPod, the dominant MP3 player, with a smaller selection of universal accessories (or those designed for other players). The massive growth in the MP3 accessory market has expanded the selection of products at high and low price points, from protective cases and flashing headphones priced under $30, to advanced speaker systems like the Bose SoundDock at $249. There are currently over 200 suppliers of accessories for the iPod, with more companies making universal accessories, but due to the immaturity of the market, few of these have developed significant awareness among consumers. Apple launched the “Made For Apple” licensing scheme in early 2006, which was refined in May 2006 so that accessory suppliers pay a flat $4 per unit fee to participate in the program and use the official logo.
Retail competition is fierce as mass merchandisers fight for a larger share of the consumer electronics market, but electronics stores still seem to be the most likely place for consumers to purchase MP3 players and accessories. When respondents to Mintel’s consumer survey were asked where they bought their last MP3 player, 49% did so at a store, compared to 27% who made their purchase online. This is probably due to a desire to interact with products before purchase, and a preference for immediate gratification rather than waiting for delivery. Best Buy, the largest electronics store in the U.S., is also the retailer most popular with respondents, since 22% purchased their last MP3 player there. The company has stated that MP3 products are driving average ticket prices, and it merchandises Napster subscriptions and iTunes gift cards alongside MP3 players.
Mintel’s proprietary consumer research for this report shows that 15% of respondents currently own an MP3 player or MP3 accessory, and that a further 4% plan to acquire one in the next six months. Respondents aged 18-34 are more likely than those overall to own either of these products, and income is also a key factor, since respondents with income over $100K are more likely than those overall to own an MP3 accessory. Furthermore those with income of $75K and over are more likely than respondents overall to own an iPod. Respondents are more likely to own headphones than any other MP3 accessory, with 75% of accessory owners agreeing that they have headphones, compared to 49% of respondents overall who own a car audio accessory, and 48% of accessory owners who own an MP3 sleeve/case or USB power adapter. Respondents who own MP3 accessories spent an average of $90 on their last MP3 accessory purchase, with male respondents, those with income over $50K, married respondents and over-35s all showing higher levels of average spend.
MP3 player accessories are products designed to be connected to or used with a hard disc drive or flash memory MP3 player, such as the Apple iPod or Creative Zen. MP3 accessories include, but are not limited to: cables, connectors, docks/docking stations, bags, protective cases/sleeves, holders (such as armbands), speakers/stereo systems, chargers, mobile transmitters, remote controls and headphones.
Accessories for MP3-enabled cell phones, digital cameras and other portable CE products are excluded from this definition, which covers accessories for MP3 players intended primarily to play music.
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