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Published by: Mintel International Group Ltd.
Published: Nov. 1, 2008 - 85 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- EXECUTIVE SUMMARY
- Market impacted by rising prices, recession, digital/broadband booms
- Disposable income
- The recession
- Increasing gas prices followed by sharp drop in crude oil prices
- Menu prices become more prohibitive
- Theater prices make home videos a more attractive option
- Digital revolution can help and hurt the in-home industry
- Broadband expands its reach
- Advertising and promotion
- The home entertainment consumer
- Usage
- Attitudes and behavior
- Race and Hispanic origin
- Cohorts
- MARKET DRIVERS
- Discretionary income under pressure; upper-middle-income families are less affected
- Figure 1: Percentage of income spent on key consumer expenditures, by HH income quintile, 2006
- The recession may boost in-home entertainment sales
- Figure 2: Consumer sentiment index, 2001-08
- Oil prices skyrocket, then fall to 2005 levels
- Figure 3: Historic average crude oil prices, 2002-08
- Restaurant menu pricing increases spur more at-home dining
- Figure 4: Changes in food away-from-home CPI, 2005-08
- Figure 5: Changes in spending at casual dining restaurants, by age, July-August 2008
- When the big picture was dumped for the little picture
- Figure 6: Average theater admission prices, 2002-07
- The digital boom fuels market growth
- Figure 7: Home electronics household penetration, January 2005 and July 2008
- Figure 8: Hours spent watching video, online, reading, and gaming, 2003 vs. 2007
- Figure 9: Hobbies/sports/activities/memberships on the decline, 2003 vs. 2007
- Figure 10: CE sales, by categories on the rise, 2004 vs. 2009
- Digital mobility a threat
- Broadband access increases
- Figure 11: U.S. households with broadband access of at least 10 Mbps, 2007-12
- ADVERTISING AND PROMOTION
- OVERVIEW
- Adspend
- Figure 12: Advertising expenditures of the leading computer software manufacturers, 2007
- Figure 13: Advertising expenditures of the leading computer hardware manufacturers, 2007
- Figure 14: Advertising expenditures of the leading consumer electronics manufacturers, 2007
- TV ADS
- Figure 15: Bose 321 GS DVD Entertainment Center TV ad, 2007
- Figure 16: Mitsubishi HDTV TV ad, 2007
- Figure 17: Panasonic Viera HDTV TV ad, 2007
- Figure 18: Sony Handycam TV ad, 2007
- Figure 19: Sony VAIO Notebook TV ad, 2007
- Figure 20: Sony Bravia HDTV TV ad, 2007
- Figure 21: Pioneer Kuro TV ad, 2007
- Figure 22: JVC Everio Hard-drive CamcorderTV ad, 2007
- OWNERSHIP OF IN-HOME ENTERTAINMENT EQUIPMENT
- Key points
- Overall ownership of a home entertainment center
- Figure 23: Home entertainment center ownership, by gender and age, August-September 2008
- Figure 24: Home entertainment center ownership, by household income, August-September 2008
- Figure 25: Home entertainment center ownership, by presence of children and number of people in the household, August-September 2008
- Ownership of specific elements of home entertainment equipment
- Figure 26: Ownership of specific home entertainment products, by gender and age, August-September 2008
- Figure 27: Ownership of specific home entertainment products, by household income, August-September 2008
- Figure 28: Ownership of specific home entertainment products, by presence of children and number of people in the household, August-September 2008
- Ownership of TVs (by type), DVRs and video games
- Figure 29: TV and type of TV, DVR and video game ownership, by gender and age, February 2007-March 2008 28
- Figure 30: TV and type of TV, DVR and video game ownership, by household income, February 2007-March 2008
- Figure 31: TV and type of TV, DVR and video game ownership, by presence of children, marital status, and number of people in the household, February 2007-March 2008
- TIME SPENT WITH IN-HOME ENTERTAINMENT AND TYPES USED
- Key points
- Average hours spent on in-home entertainment
- Figure 32: Average number of hours spent of various in-home entertainment activities, by age, August-September 2008
- Figure 33: Average number of hours spent of various in-home entertainment activities, by household income, August-September 2008
- Types of home entertainment enjoyed in last 12 months
- Figure 34: Types of in-home entertainment enjoyed in last 12 months, by gender and age, February 2007-March 2008
- Figure 35: Types of in-home entertainment enjoyed in last 12 months, by household income, February 2007-March 2008
- Figure 36: Types of in-home entertainment enjoyed in last 12 months, by presence of children and number of people in the household, February 2007-March 2008
- TV/MOVIES - MULTITASKING WHILE VIEWING AND SOURCES OF MOVIES
- Key points
- Watching TV/movies - multitasking while viewing
- Figure 37: Activities while watching TV, by gender and age, August-September 2008
- Figure 38: Activities while watching TV, by presence of children and number of people in the household, August-September 2008
- Preferred methods for getting movies
- Figure 39: Methods for getting movies at home, by age, August-September 2008
- Figure 40: Methods for getting movies at home, by household income, August-September 2008
- Figure 41: Methods for getting movies at home, by presence of children and number of people in the household, August-September 2008
- ENTERTAINING GUESTS AT HOME
- Frequency of entertaining guests at home
- Figure 42: Frequency of entertaining guests at home, by age, August-September 2008
- Figure 43: Frequency of entertaining guests at home, by household income, August-September 2008
- Figure 44: Frequency of entertaining guests at home, by presence of children and number of people in the household, August-September 2008
- Preferred activities while entertaining guests at home
- Figure 45: Preferred activities while entertaining guests at home, by gender and age, August-September 2008
- Figure 46: Preferred activities while entertaining guests at home, by presence of children and number of people in the household, August-September 2008
- ATTITUDES AND BEHAVIOR
- Key points
- Households with children
- Figure 47: Attitudes and behavior towards in-home entertainment among households with children, by gender and age, August-September 2008
- Figure 48: Attitudes and behavior towards in-home entertainment among households with children, by number of people in the household, August-September 2008
- Entertaining guests or quiet evenings at home?
- Figure 49: Preference for quiet evening at home vs entertaining in the home, by gender and age, February 2007-March 2008
- Figure 50: Preference for quiet evening at home vs entertaining in the home, by household income, February 2007-March 2008
- Figure 51: Preference for quiet evening at home vs entertaining in the home, by educational level, February 2007-March 2008
- RACE AND HISPANIC ORIGIN
- Key points
- Overall ownership of a home entertainment center
- Figure 52: Home entertainment center ownership, by race/Hispanic origin, August-September 2008
- Ownership of specific elements of home entertainment equipment
- Figure 53: Ownership of specific home entertainment products, by race/Hispanic origin, August-September 2008
- Ownership of TVs (by type), DVRs and video games
- Figure 54: TV and type of TV, DVR and video game ownership, by race/Hispanic origin, February 2007-March 2008
- Average hours spent on in-home entertainment
- Figure 55: Average number of hours spent of various in-home entertainment activities, by race/Hispanic origin, August-September 2008
- Types of home entertainment enjoyed in last 12 months
- Figure 56: Types of in-home entertainment enjoyed in last 12 months, by race/Hispanic origin, February 2007-March 2008
- Watching TV/movies - multitasking while viewing
- Figure 57: Preferred activities while watching TV, by race/Hispanic origin, August-September 2008
- Preferred methods for getting movies
- Figure 58: Preferred methods for getting movies, by race/Hispanic origin, August-September 2008
- Entertaining guests at home - frequency
- Figure 59: Frequency of entertaining guests at home, by race/Hispanic origin, August-September 2008
- Entertaining guests at home - preferred activities while entertaining
- Figure 60: Preferred activities while entertaining guests at home, by race/Hispanic origin, August-September 2008
- IMPACT OF RACE/HISPANIC ORIGIN ON ATTITUDES AND BEHAVIOR
- Households with children
- Figure 61: Attitudes and behavior towards in-home entertainment among households with children, by race/Hispanic origin, August-September 2008
- Entertaining guests or quiet evenings at home?
- Figure 62: Preference for quiet evening at home vs entertaining in the home, by race/Hispanic origin, February 2007-March 2008
- COHORT ANALYSIS
- Jason (male students and grads)
- Penny (working class women)
- Stan & Carole (upscale middle-aged couples)
- Jeffrey & Ellen (affluent couples with kids)
- Andrea (single moms with careers)
- Entertaining guests or quiet evenings at home? - a cohort perspective
- Figure 63: Preference for quiet evening at home vs entertaining in the home, by key cohorts, February 2007-March 2008
- TV and type of TV, DVR and video game ownership- a cohort perspective
- Figure 64: TV and type of TV, DVR and video game ownership, by gender and age, February 2007-March 2008
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Ownership of TVs (by type), DVRs and video games
- Figure 65: TV and type of TV, DVR and video game ownership, by gender and age, February 2007-March 2008 63
- Average hours spent on various home entertainment activities
- Figure 66: Average number of hours spent of various in-home entertainment activities, by presence of children and number of people in the household, August-September 2008
- Average hours spent on in-home entertainment
- Figure 67: Average number of hours spent of various in-home entertainment activities, by gender, August-September 2008
- Types of home entertainment enjoyed in last 12 months
- Figure 68: Types of in-home entertainment enjoyed in last 12 months, by educational level, February 2007-March 2008
- Preferred methods for getting movies
- Figure 69: Preferred methods for getting movies, by gender, August-September 2008
- Watching TV/movies - multitasking while viewing
- Figure 70: Preferred activities while watching TV, by household income, August-September 2008
- Entertaining guests at home - frequency
- Figure 71: Frequency of entertaining guests, by gender, August-September 2008
- Preferred activities while entertaining guests at home
- Figure 72: Preferred activities while entertaining guests, by household income, August-September 2008
- Attitudes and behavior
- Figure 73: Attitudes and behavior towards in-home entertainment among households with children, by household income, August-September 2008
- Entertaining guests or quiet evenings at home?
- Figure 74: Preference for quiet evening at home vs entertaining in the home, by level of education, February 2007-March 2008
- APPENDIX: TRADE ASSOCIATIONS
AbstractThe in-home entertainment industry is projected to continue growing as consumers trade expensive vacations for consumer electronics and other home activity products. Moreover, fluctuating gas prices, rising menu prices, and increasing theater admission prices have compelled many consumers to forego driving and turn to in-home entertainment for their leisure time. This means that home electronics such as flat screen or high definition TVs, DVD players, DVRs, PCs, and stereos, as well as services such as Internet technical support and video subscriptions/chains, will see further penetration as consumers seek to create, and need help with a home entertainment oasis. Beyond these topics, this report also provides in-depth analysis of:
- How discretionary income impacts the market
- The role of advertising and promotion in the in-home entertainment industry
- Consumer ownership of home entertainment centers and electronics
- Non-electronic indoor activities such as board games, card games, and other leisure pastimes
- The rise of digital video and audio content and its affect on in-home entertainment
- The role of broadband Internet access on the market
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