In-home Entertainment - Ireland

Published by: Mintel International Group Ltd.

Published: Feb. 1, 2010 - 81 Pages

Table of Contents

ISSUES IN THE MARKET

Key themes in the report

Definition

Abbreviations

MARKET IN BRIEF

The digital age

Better access means a more engaged consumer

The recession sees consumers spending less

Online platform both a help and a hindrance

Flexibility an important trait for home entertainment market

TV still overshadows new media

Embracing new technology

INTERNAL MARKET ENVIRONMENT

Key points

The move towards digital TV

Consumers willing to keep up with new technology

On-demand TV providing increased flexibility for consumers

Catch-up TV also taking off

Home entertainment no longer confined to the living room

Figure 1: How respondents access the internet, NI and RoI, 2004-09

Broadband internet providing variety for in-home entertainment

Figure 2: Type of internet connection respondents have at home, NI and RoI, 2007-09

Better internet meaning better access to online entertainment content

Figure 3: Percentage of consumers who have accessed the internet in the last 12 months, NI and RoI, 2004-09

Figure 4: How consumers obtain new music and video content, October 2008

Figure 5: Top ten online video viewing properties ranked, by total UK unique visitors, April 2008 and April 2009

Online social networking on the increase

Blu-ray may have won the format war

... but are consumers the real losers?

3D TV set to take off in 2010

BROADER MARKET ENVIRONMENT

Key points

Rising unemployment a key factor in lack of discretionary spending

Figure 6: Economic outlook, NI and RoI, 2008-10

Figure 7: Consumer sentiment index, RoI, January 2003-November 2009

In-home entertainment a cheaper alternative during the recession

Figure 8: Agreement with the statement ‘I prefer to spend a quiet evening at home than go out’, NI and RoI,

2004-09

More DVD and Singstar nights on the horizon

Big-ticket purchases likely to be saved for January sales

Renters driving demand for in-home entertainment

Figure 9: Number of private households, by composition, RoI, 2002-06

The move to online purchasing

Piracy and illegal downloading a key threat

The big wigs take control

However other consumer rights win through

Nintendo bites back at obesity

MARKET VALUE AND FORECAST

Key points

Digital switchover likely to recover flagging television sales

Figure 10: Estimated retail sales of television sets, NI, RoI and IoI, 2004-13

Figure 11: Typical retail prices for small and large TV sets, UK, 2004-09

Blu-ray to drive demand in a saturated market

Figure 12: Estimated retail sales of DVD players, NI, RoI and IoI, 2004-13

Docking stations replacing the traditional hi-fi

Figure 13: Estimated retail sales of home audio equipment, IoI, NI and RoI, 2004-13

Product launches aimed to improve console stalemate

Figure 14: Estimated retail sales of games console hardware, IoI, NI and RoI, 2004-09

Figure 15: Percentage of consumers who bought a console in the last 12 months, NI and RoI, 2007-09

Figure 16: Take-up of leading games consoles, NI and UK, Q1 2009

PC sales faring better during recession

Figure 17: Estimated retail sales of PCs, IoI, NI and RoI, 2004-13

FACTORS AFFECTING DEMAND FOR IN-HOME ENTERTAINMENT MARKET

Key points

Television

Broadcasters continue to benefit from clampdown on fee evaders

Figure 18: Cost of television licence, number of licences issued and total licence fee income, UK, 2004-09

Figure 19: Cost of television licence, number of licences issued and total licence fee income, RoI, 2002-06

Digital TV take-up continues to rise in NI

Figure 20: Digital television take-up, NI and UK average, 2005-08

Figure 21: Number of DTT (Freeview) only homes, UK, Q1 2004-Q1 2009

RoI falling behind DTT switchover schedule

Figure 22: Number of digital pay TV subscriptions, RoI, Q1 2005-Q3 2009

NI consumers glued less to the box than other UK consumers

Music

Figure 23: Estimated retail sales of pre-recorded music, IoI, RoI and NI, 2004-13

Album sales continue to fall

Internet set to drive sales of music singles

DVDs

DVD sales declining despite the growing appeal of Blu-ray

Figure 24: Estimated retail sales of pre-recorded DVDs and videos, IoI, RoI and NI, 2004-13

PC and console games

Sales of PC and console games recession-resilient

Figure 25: Video game software sales, IoI, RoI and NI, 2004-09

COMPANIES AND PRODUCTS

Key points

ELECTRICAL GOODS RETAILERS

DSG International

Harvey Norman Trading (Ireland) Ltd

Noel Grimley Electrics Ltd

Power City Ltd

Richer Sounds Ireland

S&R Electric Ltd

CD, DVD AND GAMES RETAILERS

GameStop Ireland

Golden Discs

HMV Group PLC

ONLINE RETAILERS

CD Wow!

Play.com

SERVICE PROVIDERS

BSkyB

Figure 26: Number of Sky customers, RoI, January 2004-January 2009

UPC

Virgin Media

CONSUMER USAGE TRENDS OF IN-HOME ENTERTAINMENT PRODUCTS

Key points

TV watching the most popular in home activity

Multiple TV ownership common

Figure 27: Consumers who own a TV set, by number of sets owned, NI and RoI, 2009

Make mine a flat screen

Figure 28: Type of TV set owned (main set), NI and RoI, 2009

PC ownership increases as Irish consumers embrace new media

Figure 29: Ownership of a PC, all adults, NI and RoI, 2008 and 2009

E-mail and browsing main use for PCs

Figure 30: What consumers use PCs for (only computer), NI and RoI, 2009

The young prefer the convenience of a laptop

Figure 31: Consumer ownership of desktop PC vs. a laptop PC (only computer), by age, NI and RoI, 2009

Figure 32: Changes to average price of a PC laptop, 2003-13

In-home visual and audio equipment

Figure 33: Consumer ownership of audio and visual equipment, NI and RoI, 2009

Movie night at home

Figure 34: Consumers who have bought a DVD (disc) in the last 12 months, by socio-economic group, NI and RoI, 2009

More people are playing video games

Figure 35: Consumers who own a video game console, NI and RoI, 2007-09

Figure 36: Consumers who own a video game console, by age, NI and RoI, 2009

APPENDIX

Competitive Context

Figure 37: Participation in leisure activities, NI and RoI, 2009

Figure 38: Response to question ‘Thinking about your typical night out, which of the following, if any, do you most enjoy doing?’, NI and RoI, September 2009

Figure 39: Agreement with statement ‘Watching TV is my main pastime’, NI and RoI, 2007-09

Market size

Figure 40: Reason for using PCs at home, NI, 2004-09

Figure 41: Reason for using PCs at home, RoI, 2004-09

Consumer attitudes towards in-home entertainment

Figure 42: Aspects of in-home entertainment respondents find important, NI, September 2009

Figure 43: Aspects of in-home entertainment respondents find important, NI, September 2009

Figure 44: Aspects of in-home entertainment respondents find important, RoI, September 2009

Figure 45: Aspects of in-home entertainment respondents find important, RoI, September 2009

Consumer typologies

Figure 46: Consumers who agree with various statements relating to in-home entertainment, by consumer typologies, NI, September 2009

Figure 47: Consumer typologies, by demographic breakdown, NI, September 2009

Figure 48: Consumers who agree with various statements relating to in-home entertainment, by consumer typologies, RoI, September 2009

Figure 49: Consumer typologies, by demographic breakdown, RoI, September 2009

APPENDIX: RESEARCH METHODOLOGY

Abstract

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