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Published by: Mintel International Group Ltd.
Published: Jun. 1, 2008 - 88 Pages
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data for this report
- Sales forecasts
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Overview
- Shift to video-enabled players, flash-based players
- Speaker dock accessories on the rise
- Competition arising from MP3-enabled products
- Video portability
- Age primary driver for MP3 player market
- Online, English-language Hispanics important to market growth
- iPod is still the product to beat
- Market Size and Forecast
- Key points
- A maturing market
- Figure 1: MP3 ownership, 2002-07
- MP3 players increasingly integrated into home entertainment
- Figure 2: Ownership of and intent to purchase audio out accessories, April 2008
- Video-enabled players
- MP3 player sales in current dollars
- Figure 3: Total U.S. manufacturer sales of MP3 players, at current prices, 2002-12
- MP3 player sales in inflation adjusted dollars
- Figure 4: Total U.S. manufacturer sales of MP3 players, at inflation adjusted prices, 2002-12
- Speaker/dock sales
- Competitive Context
- MP3-enabled products
- Sony PSP
- MP3-enabled phones—penetration
- MP3-enabled phones—available products
- Figure 5: Penetration for music and video playback in cell phones, by age, April 2008
- Figure 6: Penetration for music and video playback in cell phones, by household income, April 2008
- Content on handheld devices may shift to phones
- Figure 7: Content stored on cell phones, MP3 players, and video game players, August 2007
- Locked and unlocked content-hardware systems
- Segment Performance
- Key points
- Flash-based players dominate
- Figure 8: U.S. shipments of flash-based and hard drive-based MP3 players, 2006 and 2008
- Video players vs. traditional MP3 players
- Segment Performance—Players vs. Docks
- Players vs. docks
- Figure 9: U.S. sales of MP3 players and speaker docks, 2006 and 2008
- Retail—Online vs. Offline Purchasing
- Figure 10: Online purchase of MP3 player, by gender, age, and household income, April 2008
- Market Drivers
- Interest in video-on-the-go
- Figure 11: Use of and interest in use of video on MP3 players, April 2008
- Figure 12: Use of MP3 players for video, by age, April 2008
- Multiple product ownership
- Figure 13: Ownership of multiple MP3 players, by age, April 2008
- Figure 14: Ownership of low-memory players, and use for travel or exercise, by age, April 2008
- Tech laggards to step forward
- Product innovation
- Figure 15: Ownership of a touch-screen player, by age, April 2008
- Age
- Figure 16: MP3 ownership, by age, January-November 2007
- Figure 17: Desired ways of using video MP3 player, by age, April 2008
- Figure 18: Population by age, 2003-13
- Race and ethnicity
- Figure 19: MP3 ownership, by race/ethnicity, January-November 2007
- Teen ownership by race/ethnicity
- Figure 20: MP3 ownership among teens, by race/ethnicity among teens, January - November 2007
- Figure 21: Population by race and Hispanic origin, 2003-13
- Household income
- Figure 22: MP3 ownership, by household income, May 2006-June 2007
- Figure 23: Brand of MP3 player owned, by Household income, May 2006-June 2007
- Leading Companies
- Key points
- Content drives hardware
- iPod remains the brand to beat
- Figure 24: Brand of MP3 player owned, by age, May 2006-June 2007
- Figure 25: Brand of MP3 player owned among teens, by age and gender, May 2006-June 2007
- Brands owned by children aged 6-11
- Figure 26: MP3 brand ownership, in children aged 6-8 and 9-11, May 2006-June 2007
- Brand ownership in children by gender
- Figure 27: MP3 brand ownership in children, by gender, May 2006-June 2007
- Results by household income
- Figure 28: Brand of MP3 player owned, by household income, May 2006-June 2007
- Results by race
- Figure 29: Brand ownership, by race/ethnicity, May 2006-June 2007
- Brand Qualities
- Overview
- Figure 30: MP3 player features and price by brand and model, June 2008
- Apple iPod
- Figure 31: MP3 and music phone purchase intent: Apple vs. other brands, by age, April 2008
- Microsoft Zune
- Toshiba Gigabeat
- Sony Walkman
- Creative Zen
- Archos
- iRiver
- Samsung
- Innovation and Innovators
- WiFi connectivity
- Memory cards
- Increased video content
- Social networking
- DVR and video out
- Advertising and Promotion
- Overview
- Apple iPod
- Figure 32: Apple iPod Touch Brendon Benson advertisement
- Figure 33: Apple iPod Mary J. Blige advertisement
- Microsoft Zune
- Figure 34: Microsoft Zune Academy of Dreams advertisement
- Figure 35: Microsoft Zune The Ballad of Tina Pink advertisement
- Ownership in Online Sample
- Internet population MP3 player penetration
- Figure 36: Type of MP3 player owned, by age, April 2008
- Results by household income
- Figure 37: Type of MP3 player owned, by household income, April 2008
- Results by presence of children
- Figure 38: Type of MP3 player owned, by presence of children in the household, April 2008
- Ownership and Intent to Purchase Accessories
- One in three wants to get personal with their player
- Figure 39: Interest in personalizing MP3 player appearance, by age, April 2008
- Skins, docks, and speakers the most popular accessories
- Figure 40: Purchase of accessories and intent to purchase accessories, April 2008
- Figure 41: Accessories purchased separately from the MP3 player, by household income, April 2008
- Figure 42: Accessories purchased separately from the MP3 player, by age, April 2008
- Intent to purchase higher in under-$100Ks
- Figure 43: Intent to purchase accessories, by household income, April 2008
- Figure 44: Intent to purchase accessories, by age, April 2008
- Video player owners, multiple player owners, and high-end owners driving accessories purchasing
- Figure 45: MP3 accessory purchase, by ownership of video-enabled player, multiple players, and high-end MP3 player, April 2008
- How MP3 Players Are Used
- Storage
- Figure 46: Use of MP3 player for storage and recording, by current and future use, April 2008
- Audio
- Figure 47: Use of MP3 player as an audio source for other CE products, by current and future use, April 2008
- Video
- Figure 48: Use of MP3 player for video recording and playback, by current and future use, April 2008
- Photos and GPS
- Figure 49: Use of MP3 players for viewing photos and for navigation, by current and future use, April 2008
- Interest in applications trends with age
- Figure 50: Interest in MP3 player for media storage, playback and recording, by age, April 2008
- Loading Content
- One in three find loading content cumbersome
- Figure 51: Frustration with audio/video loading, by age, April 2008
- One in four owners has someone else load the content for them
- Figure 52: Method of loading audio and video content, April 2008
- Figure 53: Methods of loading audio and video content, by age, April 2008
- Purchases of music downloading
- Figure 54: Number of music downloads purchased, by age, May 2006-June 2007
- Reasons for not Owning an MP3 Player
- Figure 55: Reasons for not owning an MP3 player, by age, April 2008
- Spend and Acquisition
- Figure 56: Details surrounding MP3 player aquisition, by age, April 2008
- Race and Ethnicity
- Product penetration in online sample
- Figure 57: Type of MP3 player owned, by race/ethnicity, April 2008
- Accessories by race/ethnicity
- Figure 58: Interest in personalization of MP3 player appearance, by race/ethnicity, April 2008
- Figure 59: Accessories purchased, by race/ethnicity, April 2008
- Figure 60: Intent to purchase accessories, by race/ethnicity, April 2008
- Product Preferences
- Figure 61: Product preferences, by age, April 2008
- Figure 62: Product preference, by age, April 2008
- Hispanic product preferences
- Figure 63: Personalization of MP3 player appearance, by age, April 2008
- Figure 64: Product preference, by race/ethnicity, April 2008
- Two user groups
- Figure 65: MP3 player feature preferences, by feature preference, April 2008
- Figure 66: Feature preferences, by ownership of video-enabled player, multiple players and high-end players, April 2008
- Appendix: Additional Consumer Tables
- Video, flash, iPod driving up recent purchases, accessories
- Figure 84: About MP3 player, by ownership of video players, multiple players, flash player and high-end MP3 player, and recent purchase or receipt of MP3 player as a gift, April 2008
- Video players, multiple players, and high-end players used for more purposes
- Figure 85: How players are used, by ownership of video players, multiple players, and high-end MP3 player, April 2008
- Appendix: Trade Associations and Publications
AbstractThe MP3 player market is one of the fastest changing consumer markets as customer needs and desires change and technology advances. This report explores shifts in market share between the different segments of the market, as well as how competing products, such as MP3-enabled phones, will affect sales. The report presents ways for manufacturers to stay competitive both in terms of marketing and product development, in the existing MP3-player market and against competing technologies. This includes fine-tuning content offerings and features, identifying niche markets, and how to both reach current owners and court new consumer groups.
This report includes discussions of the following critical topics in the portable media device industry:
- Penetration of products in different segments of the market, including currently under-served populations and ideation as to how to reach these groups
- How to reach early adopters, and how their interest can be transformed into mainstream appeal
- How software and content affect hardware sales, and potential ways to utilize this connection to create inroads
- Consumer input on both obtaining and playing back content
- Apple's stronghold on the market and how other manufacturers can subvert this
- Current marketing strategies by major players, as well as ideas for future campaigns
- How features such as styling, GPS, and pre-loaded content are underutilized
- The role that new content packages play in the future of the market
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