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市場調查報告書
作繭現象與行銷策略
Cocooning - Home as Fortress
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本報告已在2011年07月19日停止出版。
Abstract
There is a global trend towards a focus on the
home - from the networked office facilitating
home working at one end of the scale to a
fortress existence with the emphasis on home
security at the other. This report examines the
consumer trend towards cocooning and
examines its impact on consumer markets.
Table of Contents
- COCOONING - HOME AS FORTRESS
- 1. EXECUTIVE SUMMARY
- 1.1 Key Trends and Developments
- 1.2 Demographics and Living Patterns
- 1.3 Major Markets
- 1.4 Future Trends
- 2. MARKET DRIVERS
- Chart 1 Levels of Cocooning
- Chart 2 The Drivers of Cocooning
- 2.1 The Psychology of Cocooning
- Chart 3 Economically Active Population in Major Markets 2005
- Chart 4 Ready Meals Spending Per Capita in Major Markets 2005
- Chart 5 Foodservice Per Capita Spending in Major Markets 2005
- 2.2 Social and Economic Factors
- Table 1 GDP at Purchasing Parity 2005 Actual and Forecast in Major
Markets 2005-2009
- Chart 6 Hours Worked Per Week in Non-Agricultural Jobs in Major Markets
2005
- Chart 7 Credit Cards Per Capita Spending in Major Markets 2004
- 2.3 Cultural Factors
- Chart 8 Index of Individuality in Major Markets
- Chart 9 Index of Uncertainty Avoidance in Major Markets
- 3. KEY TRENDS AND DEVELOPMENTS
- Chart 10 Online Shopping Per Capita Spending in Major Markets 2005-2007
- Table 2 Growth in Number of New Dwellings in Major Markets 2004-2009
- Table 3 World: Change in Under-14s Population by Region 2005/2015
- Table 4 World: Regional Change in Over-65 Population 2005/2015
- Chart 11 Penetration of Video Games Consoles in Major Markets 2005
- Chart 12 Passenger Cars Per ' 000 in Major Markets 2005
- 4. DEMOGRAPHICS/LIVING PATTERNS
- 4.1 Household Patterns
- Table 5 Household Structure in Major Markets 2005
- Chart 13 Single Person Households as % all Households in Major Markets
2005
- Table 6 Dependency Ratios Outlook in Major Markets - pensioners as
proportion all population 2004/2009
- Chart 14 Home Ownership - Owner Occupiers Per ' 000 in Major Markets 2005
- Chart 15 On- and Off-trade Drinking -Proportion Volume Sales in Major
Markets 2005
- Chart 16 Home Delivery/Takeaway Spending Per Capita in Major Markets 2005
- Chart 17 Pet Ownership per Household in Major Markets 2005
- Chart 18 DIY Spending Per Capita in Major Markets 2005
- Table 7 House Price Inflation in Major Markets 2004/2005 and 1997/2005
- Chart 19 Gardening - Spending Per Capita in Major Markets 2004
- Chart 20 Forecast % Urban Dwelling Population by Region 2005/2015
- Chart 21 Household Penetration of PCs in Major Markets 2005
- Table 8 Growth in Ownership of PCs in Major Markets 2000/2005
- Chart 22 Penetration Internet Connection in Major Markets 2005
- Chart 23 Penetration of Mobile Phones in Major Markets 2005
- Chart 24 Self-employed Workers in Major Markets 2005
- Chart 25 Part-time Working Per ' 000 in Major Markets 2005
- 5. COCOONING IN MAJOR MARKETS
- Chart 26 Cocooning Propensities in France
- Chart 27 Cocooning Propensities in Germany
- Chart 28 Cocooning Propensities in the UK
- Chart 29 Cocooning Propensities in the US
- Chart 30 Cocooning Propensities in Japan
- Chart 31 Cocooning Propensities in the BRIC Nations
- Table 9 GDP, Fertility Rates and Household Size in Major Markets 2005
- Table 10 Hours Worked Per Week in Major Markets 2005
- Table 11 Ownership of Cars, Computers and Phones in Major Markets 2005
- Chart 32 On-line Spending Per Capita by Major Market and Sector 2005
- 6. FUTURE OUTLOOK
- 6.1 Trends to Watch
- 6.2 Implications for Global Marketing Strategies in the Future
- 6.3 Market Forecasts
- Table 12 Forecast Spending on Ready Meals, US$ Million by Major Market
2006-2010
- Table 13 Forecast Spending on Off-Trade Alcoholic Drinks by Major Market
2006-2010
- Table 14 Forecast Spending on Gardening US$ Million by Major Market
2005-2009
- Chart 33 Growth in Internet Users by Major Market 2005/09
- Chart 34 Forecast Online Spending Per Capita US$ 2005-2007
- Chart 35 Forecast Growth in Users of Mobile Phones by Major Market
2004/09
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