How Britain Shops 2007: Music & Video

Published by: Verdict Research Ltd

Published: Apr. 4, 2007 - 157 Pages

Table of Contents

CHAPTER 1 INTRODUCTION

What is cDNA?

CHAPTER 2 EXECUTIVE SUMMARY

Key Findings

Profile of Music & Video Shoppers

Penetration of Music & Video Shoppers

Retailer Usage

Main User Share by Region

Conversion Rates

Shopping Around

Loyalty

Drivers of Loyalty/Disloyalty

CHAPTER 3 AMAZON

Key Findings

Visitors

Main Users

Conversion Rates

Loyalty

Competitors

CHAPTER 4 ASDA

Key Findings

Visitors

Main Users

Conversion Rates

Loyalty

Competitors

CHAPTER 5 HMV

Key Findings

Visitors

Main Users

Conversion Rates

Loyalty

Competitors

CHAPTER 6 PLAY.COM

Key Findings

Visitors

Main Users

Conversion Rates

Loyalty

Competitors

CHAPTER 7 TESCO

Key Findings

Visitors

Main Users

Conversion Rates

Loyalty

Competitors

CHAPTER 8 VIRGIN MEGASTORES

Key Findings

Visitors

Main Users

Conversion Rates

Loyalty

Competitors

CHAPTER 9 WH SMITH

Key Findings

Visitors

Main Users

Conversion Rates

Loyalty

Competitors

CHAPTER 10 WOOLWORTHS

Key Findings

Visitors

Main Users

Conversion Rates

Loyalty

Competitors

CHAPTER 11 APPENDIX

Basic methodology

The selection of parliamentary constituencies

Metropolitan county

Other 100% urban

Mixed urban/rural

Rural

The selection of enumeration districts

The selection of respondents

Post survey weighting

LIST OF TABLES

Table 1: Profile of music & video shoppers by region 2007

Table 2: Share of active music & video shoppers regularly using each retailer (%) 2003-2007

Table 3: Share of active music & video shoppers using a given retailer as their main store (%) 2003-2007

Table 4: Share of active music & video shoppers naming a retailer as their main store by TV region (%) 2007

Table 5: Average rate of conversion from visitor to main user by TV region (%) 2007

Table 6: Average number of other stores used by TV region 2007

Table 7: Proportion of music & video shoppers that are loyal to their main store by TV region (%) 2007

Figure 18: Proportion of loyal main users identifying drivers of loyalty (%) 2003-2007

Table 8: Detailed drivers of loyalty (%) 2007

Table 8: Loyalty scores by retailer (%) 2003-2007

Table 10: Disloyalty scores by retailer (%) 2003-2007

Table 11: What disloyal users preferred about other stores (%) 2003-2007

Table 10: Visitor share by region - percentage of all music & video shoppers in each TV region visiting Amazon 2007

Table 11: Main user share by region - percentage of all music & video shoppers in each TV region mainly using Amazon 2007

Table 12: Conversion rates by region - percentage of Amazon visitors who are also main users in each region 2007

Table 13: Loyalty by region - percentage of Amazon main users in each region who are loyal 2007

Table 14: Drivers of loyalty 2007

Table 15: Drivers of disloyalty 2007

Table 16: Potential change - Amazon main user gains and losses % if preferences were played out 2007

Table 17: Other retailers used - stores most used by Amazon customers in other sectors 2007

Table 18: Other music & video stores used - stores visited by Amazon music & video main users 2003-2007

Table 19: Visitor share by region - percentage of all music & video shoppers visiting Asda in each TV region 2007

Table 20: Main user share by region - percentage of all music & video shoppers in each TV region mainly using Asda 2007

Table 21: Conversion rates by region - percentage of Asda visitors who are also main users in each region 2007

Table 22: Loyalty by region - percentage of Asda main users in each region who are loyal 2007

Table 23: Drivers of loyalty 2007

Table 24: Drivers of disloyalty 2007

Table 25: Potential change - Asda main user gains and losses % if preferences were played out 2007

Table 26: Other retailers used- stores most used by Asda customers in other sectors 2007

Table 27: Other music & video stores used - stores visited by Asda music & video main users 2003-2007

Table 28: Visitor share by region - percentage of all music & video shoppers in each TV region visiting HMV 2007

Table 29: Main user share by region - percentage of all music & video shoppers in each TV region mainly using HMV 2007

Table 30: Conversion rates by region - percentage of HMV visitors who are also main users in each region 2007

Table 31: Loyalty by region - percentage of HMV main users in each region who are loyal 2007

Table 32: Drivers of loyalty 2007

Table 33: Drivers of disloyalty 2007

Table 34: Potential change - HMV main user gains and losses % if preferences were played out 2007

Table 35: Other retailers used - stores most used by HMV customers in other sectors 2007

Table 36: Other music & video stores used - stores visited by HMV music & video main users 2003-2007

Table 37: Visitor share by region - percentage of all music & video shoppers in each TV region visiting Play.com 2007

Table 38: Main user share by region - percentage of all music & video shoppers in each TV region mainly using Play.com 2007

Table 39: Conversion rates by region - percentage of Play.com visitors who are also main users in each region 2007

Table 40: Loyalty by region - percentage of Play.com main users in each region who are loyal 2007

Table 41: Drivers of loyalty 2007

Table 42: Drivers of disloyalty 2007

Table 43: Potential change - Play.com main user gains and losses % if preferences were played out 2007

Table 44: Other retailers used - stores most used by Play.com’s customers in other sectors 2007

Table 45: Other music & video stores used - stores visited by Play.com music & video main users 2003-2007

Table 46: Visitor share by region - percentage of all music & video shoppers in each TV region visiting Tesco 2007

Table 47: Main user share by region - percentage of all music & video shoppers in each TV region mainly using Tesco 2007

Table 48: Conversion rates by region - percentage of Tesco visitors who are also main users in each region 2007

Table 49: Loyalty by region - percentage of Tesco main users in each region who are loyal 2007

Table 50: Drivers of loyalty 2007

Table 51: Drivers of disloyalty 2007

Table 52: Potential change - Tesco main user gains and losses % if preferences were played out 2007

Table 53: Other retailers used - stores most used by Tesco’s customers in other sectors 2007

Table 54: Other music & video stores used - stores visited by Tesco music & video main users 2003-2007

Table 55: Visitor share by region - percentage of all music & video shoppers in each TV region visiting Virgin Megastores 2007

Table 56: Main user share by region - percentage of all music & video shoppers in each TV region mainly using Virgin Megastores 2007

Table 57: Conversion rates by region - percentage of Virgin Megastores visitors who are also main users in each region 2007

Table 58: Loyalty by region - percentage of Virgin Megastores main users in each region who are loyal 2007

Table 59: Drivers of loyalty 2007

Table 60: Drivers of disloyalty 2007

Table 61: Potential change - Virgin Megastores main user gains and losses % if preferences were played out 2007

Table 62: Other retailers used - stores most used by Virgin Megastores customers in other sectors 2007

Table 63: Other music & video stores used - stores visited by Virgin Megastores music & video main users 2003-2007

Table 64: Visitor share by region - percentage of all music & video shoppers in each TV region visiting WH Smith 2007

Table 65: Main user share by region - percentage of all music & video shoppers in each TV region mainly using WH Smith 2007

Table 66: Conversion rates by region - percentage of WH Smith visitors who are also main users in each region 2007

Table 67: Loyalty by region - percentage of WH Smith main users in each region who are loyal 2007

Table 68: Drivers of loyalty 2007

Table 69: Drivers of disloyalty 2007

Table 70: Potential change 2007 - WH Smith main user gains and losses % if preferences were played out

Table 71: Other retailers used - stores most used by WH Smith customers in other sectors 2007

Table 72: Other music & video stores used - stores visited by WH Smith music & video main users 2003-2007

Table 73: Visitor share by region - percentage of all music & video shoppers in each TV region visiting Woolworths 2007

Table 74: Main user share by region - percentage of all music & video shoppers in each TV region mainly using Woolworths 2007

Table 75: Conversion rates by region - percentage of Woolworths visitors who are also main users in each region 2007

Table 76: Loyalty by region - percentage of Woolworths main users in each region who are loyal 2007

Table 77: Drivers of loyalty 2007

Table 78: Drivers of disloyalty 2007

Table 79: Potential change - Woolworths main user gains and losses % if preferences were played out 2007

Table 80: Other retailers used - stores most used by Woolworths customers in other sectors 2007

Table 81: Other music & video stores used - stores visited by Woolworths music & video main users 2003-2007

Table 1: Sample sizes by sector 2007

LIST OF FIGURES

Figure 1: Share of shoppers (%) 2003-2007

Figure 2: Profile of music & video shoppers by gender (%) 2003-2007

Figure 3: Profile of music & video shoppers by age bracket (%) 2003-2007

Figure 4: Profile of music & video shoppers by socio-economic class 2003-2007

Figure 5: Proportion of consumers who shop for music & video by demographics (%) 2007

Figure 6: Proportion of consumers who shop for music & video by TV region (%) 2007

Figure 7: Concentration of main user share of Top Five retailers 2005

Figure 8: Concentration of main user share of Top Five retailers 2006

Figure 9: Concentration of main user share of Top Five retailers 2007

Figure 10: Average rate of conversion from visitor to main user (%) 2003-2007

Figure 11: Rate of conversion from visitors to main users - by retailer (%) 2007

Figure 12: Average number of other stores used 2003-2007

Figure 13: Average number of other stores used - by retailer 2007

Figure 14: Proportion of music & video shoppers that are loyal to their main store (%) 2003-2007

Figure 15: Proportion of music & video shoppers that are loyal to their main store by demographic group (%) 2007

Figure 16: Proportion of music & video main users who are loyal to their main store (%) 2007

Figure 17: Percentage point change in loyalty rates since last year by retailer 2007

Figure 18: Visitor share - percentage of all music & video shoppers visiting Amazon 2003-2007

Figure 19: Visitor share by demographic group - percentage of all music & video shoppers in each demographic segment visiting Amazon 2007

Figure 20: Main user share - percentage of all music & video shoppers who mainly use Amazon 2003-2007

Figure 21: Main user share by demographic group - percentage of all music & video shoppers in each demographic segment mainly using Amazon 2007

Figure 22: Conversion rates - percentage of Amazon visitors who are also main users 2003-2007

Figure 23: Conversion rates by demographic group - percentage of Amazon visitors who are also main users in each demographic segment 2007

Figure 24: Loyalty - percentage of Amazon main users who are loyal 2003-2007

Figure 25: Loyalty by demographics - percentage of Amazon main users in each demographic segment who are loyal 2007

Figure 26: Preference stores (%) - main stores preferred by disloyal main users of Amazon in music & video 2007

Figure 27: Shopping around - number of other stores used in addition to main store 2003-2007

Figure 28: Visitor share - percentage of all music & video shoppers visiting Asda 2003-2007

Figure 29: Visitor share by demographic group - percentage of all music & video shoppers in each demographic segment visiting Asda 2007

Figure 30: Main user share - percentage of all music & video shoppers who mainly use Asda 2003-2007

Figure 31: Main user share by demographic group - percentage of all music & video shoppers in each demographic segment mainly using Asda 2007

Figure 32: Conversion rates - percentage of Asda visitors who are also main users 2003-2007

Figure 33: Conversion rates by demographic group - percentage of Asda visitors who are also main users in each demographic segment 2007

Figure 34: Loyalty - percentage of Asda main users who are loyal 2003-2007

Figure 35: Loyalty by demographics - percentage of Asda main users in each demographic segment who are loyal 2007

Figure 36: Preference stores (%) - main stores preferred by disloyal main users of Asda in music & video 2007

Figure 37: Shopping around - number of other stores used in addition to main store 2003-2007

Figure 38: Visitor share - percentage of all music & video shoppers visiting HMV 2003-2007

Figure 39: Visitor share by demographic group - percentage of all music & video shoppers in each demographic segment visiting HMV 2007

Figure 40: Main user share - percentage of all music & video shoppers who mainly use HMV 2003-2007

Figure 41: Main user share by demographic group - percentage of all music & video shoppers in each demographic segment mainly using HMV 2007

Figure 42: Conversion rates - percentage of HMV visitors who are also main users 2003-2007

Figure 43: Conversion rates by demographic group - percentage of HMV visitors who are also main users in each demographic segment 2007

Figure 44: Loyalty - percentage of HMV main users who are loyal 2003-2007

Figure 45: Loyalty by demographics - percentage of HMV main users in each demographic segment who are loyal 2007

Figure 46: Preference stores (%) - main stores preferred by disloyal main users of HMV in music & video 2007

Figure 47: Shopping around - number of other stores used in addition to main store 2003-2007

Figure 48: Visitor share - percentage of all music & video shoppers visiting Play.com 2003-2007

Figure 49: Visitor share by demographic group - percentage of all music & video shoppers in each demographic segment visiting Play.com 2007

Figure 50: Main user share - percentage of all music & video shoppers who mainly use Play.com 2003-2007

Figure 51: Main user share by demographic group - percentage of all music & video shoppers in each demographic segment mainly using Play.com 2007

Figure 52: Conversion rates - percentage of Play.com visitors who are also main users 2003-2007

Figure 53: Conversion rates by demographic group - percentage of Play.com visitors who are also main users in each demographic segment 2007

Figure 54: Loyalty - percentage of Play.com main users who are loyal 2003-2007

Figure 55: Loyalty by demographics - percentage of Play.com main users in each demographic segment who are loyal 2007

Figure 56: Preference stores (%) - main stores preferred by disloyal main users of Play.com in music & video 2007

Figure 57: Shopping around - number of other stores used in addition to main store 2003-2007

Figure 58: Visitor share - percentage of all music & video shoppers visiting Tesco 2003-2007

Figure 59: Visitor share by demographic group - percentage of all music & video shoppers in each demographic segment visiting Tesco 2007

Figure 60: Main user share - percentage of all music & video shoppers who mainly use Tesco 2003-2007

Figure 61: Main user share by demographic group - percentage of all music & video shoppers in each demographic segment mainly using Tesco 2007

Figure 62: Conversion rates - percentage of Tesco visitors who are also main users 2003-2007

Figure 63: Conversion rates by demographic group- percentage of Tesco visitors who are also main users in each demographic segment 2007

Figure 64: Loyalty - percentage of Tesco main users who are loyal 2003-2007

Figure 65: Loyalty by demographics percentage of Tesco main users in each demographic segment who are loyal 2007

Figure 66: Preference stores (%) - main stores preferred by disloyal main users of Tesco in music & video 2007

Figure 67: Shopping around - number of other stores used in addition to main store 2003-2007

Figure 68: Visitor share - percentage of all music & video shoppers visiting Virgin Megastores 2003-2007

Figure 69: Visitor share by demographic group - percentage of all music & video shoppers in each demographic segment visiting Virgin Megastores 2007

Figure 70: Main user share - percentage of all music & video shoppers who mainly use Virgin Megastores 2003-2007

Figure 71: Main user share by demographic group - percentage of all music & video shoppers in each demographic segment mainly using Virgin Megastores 2007

Figure 72: Conversion rates - percentage of Virgin Megastores visitors who are also main users 2003-2007

Figure 73: Conversion rates by demographic group - percentage of Virgin Megastores visitors who are also main users in each demographic segment 2007

Figure 74: Loyalty - percentage of Virgin Megastores main users who are loyal 2003-2007

Figure 75: Loyalty by demographics percentage of Virgin Megastores main users in each demographic segment who are loyal 2007

Figure 76: Preference stores (%) - main stores preferred by disloyal main users of Virgin Megastores in music & video 2007

Figure 77: Shopping around - number of other stores used in addition to main store 2003-2007

Figure 78: Visitor share - percentage of all music & video shoppers visiting WH Smith 2003-2007

Figure 79: Visitor share by demographic group - percentage of all music & video shoppers in each demographic segment visiting WH Smith 2007

Figure 80: Main user share - percentage of all music & video shoppers who mainly use WH Smith 2003-2007

Figure 81: Main user share by demographic group - percentage of all music & video shoppers in each demographic segment mainly using WH Smith 2007

Figure 82: Conversion rates - percentage of WH Smith visitors who are also main users 2003-2007

Figure 83: Conversion rates by demographic group - percentage of WH Smith visitors who are also main users in each demographic segment 2007

Figure 84: Loyalty - percentage of WH Smith main users who are loyal 2003-2007

Figure 85: Loyalty by demographics - percentage of WH Smith main users in each demographic segment who are loyal 2007

Figure 86: Preference stores (%) - main stores preferred by disloyal main users of WH Smith in music & video 2007

Figure 87: Shopping around - number of other stores used in addition to main store 2003-2007

Figure 88: Visitor share - percentage of all music & video shoppers visiting Woolworths 2003-2007

Figure 89: Visitor share by demographic group - percentage of all music & video shoppers in each demographic segment visiting Woolworths 2007

Figure 90: Main user share - percentage of all music & video shoppers who mainly use Woolworths 2003-2007

Figure 91: Main user share by demographic group - percentage of all music & video shoppers in each demographic segment mainly using Woolworths 2007

Figure 92: Conversion rates - percentage of Woolworths visitors who are also main users 2003-2007

Figure 93: Conversion rates by demographic group - percentage of Woolworths visitors who are also main users in each demographic segment 2007

Figure 94: Loyalty - percentage of Woolworths main users who are loyal 2003-2007

Figure 95: Loyalty by demographics - percentage of Woolworths main users in each demographic segment who are loyal 2007

Figure 96: Preference stores (%) - main stores preferred by disloyal main users of Woolworths in music & video 2007

Figure 97: Shopping around - number of other stores used in addition to main store 2003-2007

Abstract

Introduction

Verdict Research: How Britain Shops 2007: 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 stores 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 retailers Each 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.

Highlights

In 2007 the music & video shopper base has declined for the third consecutive year. The Carlton region has the greatest share of visitors, with 16.8%, followed closely by Central. Meridian and Scotland were over-represented with a greater proportion of shoppers in relation to their share of the population. Men account for 52.2% of music & video shoppers in 2007 compared with 51.0% last year. This is the first time the gender profile has moved towards men since 2003. Over 65s have increased their representation in music & video over the past year and now account for 9.4% of shoppers an increase of 0.5 percentage points on the previous year.

Reasons to Purchase

How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers. Use this report to understand what drives the loyalty of your customers 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.

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