英國人的購物動向：音樂・影音 (2011年) 是由出版商Verdict Research Limited在2011年03月所出版的。
這份英文市場調查報告書包含Pages: 151 價格從美金5250起跳。
本報告，聚焦英國消費者的購物習慣，詳細調查分析音樂・影音的購買顧客、購物的店舖、客戶忠誠度的牽引力、現在所使用店舖的滿意度、以及為使顧客更滿意店舖所採取的行動等，由下列摘要形式闡述。
第1章 報告摘要
第2章 部門摘要
- 購買顧客的比例
- 音樂・影音購買顧客的滲透率
- 零售業者的利用
- 顧客轉換率
- 購買店舖的比較討論
- 客戶忠誠度
- 忠誠/不忠誠的牽引力
第3章 Amazon
- 因數位下載的趨勢而獲得利益
- 來訪顧客
- 主要使用者
- 顧客轉換率
- 客戶忠誠度
- 競爭企業
第4章 Asda
- 下載折扣的不足阻礙了業績
- 來訪顧客
- 主要使用者
- 顧客轉換率
- 客戶忠誠度
- 競爭企業
第5章 HMV/FOPP
- 新數位下載網站促進了業績
- 來訪顧客
- 主要使用者
- 顧客轉換率
- 客戶忠誠度
- 競爭企業
第6章 iTunes
- 市佔率獲得速度的下降
- 來訪顧客
- 主要使用者
- 顧客轉換率
- 客戶忠誠度
- 競爭企業
第7章 Play.com
- 感受到競爭的壓迫感
- 來訪顧客
- 主要使用者
- 顧客轉換率
- 客戶忠誠度
- 競爭企業
第8章 Tesco
- 雖然有下載折扣，但卻苦於更嚴峻的競爭
- 來訪顧客
- 主要使用者
- 顧客轉換率
- 客戶忠誠度
- 競爭企業
第9章 附錄
圖表
Description
Introduction
How Britain Shops 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.
Features and benefits
• Thorough analysis of how customers shop for music & video.
Profiles of 6 music & video retailers, including: HMV, Amazon, iTunes and
Tesco.
• Visitor and main user share data, conversion rates, customer
loyalty rates and reasons for loyalty/disloyalty.
• Data is segmented regionally and by demographic and
socio-economic group.
• Historic data is provided so trends can be analysed over a five
year period.
Highlights
After a period of growth caused by the introduction of downloads which did not
carry digital rights management (DRM), and greater price competition, visitor
share has fallen sharply for the second consecutive year, this time by 4.6
percentage points to 40.2%. Factors affecting this fall include piracy,
streaming websites and customers cutting back.
While overall loyalty in music & video has slipped by 0.2 percentage points
to 89.4%, it has overtaken personal care as the sector with the highest level
of loyalty in the 2011 survey. This is testament to the retailers that have
created an offer that has adapting customers migrating to digital product with
their clear and easy-to-use websites.
The launch of the iPad tablet computer and the latest version of the iPhone
in May and June 2010 are main factors behind improvements in visitor and main
user shares in the latest survey. With the facility to download content
directly on to their devices, many shoppers will have found iTunes the most
convenient channel.
Your key questions answered
• 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 else they are shopping - and why.
• Channel investment for maximum return by knowing which aspects
of your retail proposition most need improving in the opinion of your
customers.
Table of Contents
Executive Summary
Verdict view
Key findings
Visitor share now at lowest level since
2001;
Shoppers aged between 16 and 24 make up
the greatest share of music & video shoppers;
Penetration down across all demographic
segments;
Not even half of any region' s shoppers
now buy music & video;
Music & video market consolidates
rapidly;
Conversion improves for second
consecutive year;
In spite of latest decline, loyalty
remains high;
Pureplay retailers take Top Three spots
for loyalty;
Range, price and convenience remain key
drivers of loyalty and growth;
Amazon closes gap to HMV in main user
share.
Main conclusions
Visitor share at lowest level since
2001
Shoppers aged between 16 and 24 make up
the greatest share of music & video shoppers
Penetration down across all demographic
segments
Not even half of any region' s shoppers
now buy music & video
Music & video market consolidates
rapidly
Conversion improves for second year
In spite of latest decline, loyalty in
the music & video sector remains high
Pureplay retailers take Top Two spots for
loyalty
Range, price and convenience remain key
drivers of loyalty and growth
Retailer highlights
Relaunch of standalone download offer
boosts HMV
Amazon' s strong performance
continues
Asda suffers from lack of download
offer
Heightened austerity hits Tesco
iTunes launch of new devices lifts
share
Play.com' s performance impacted by
greater levels of competition
SECTOR SUMMARY
Share of shoppers
Falls to lowest level since 2001
Penetration of music & video shoppers
Market continues to be weighted towards a
younger, more affluent customer
Retailer usage
While HMV continues to lead the way,
Amazon gains fast in a rapidly consolidating market
Each region' s breakdown of main user
share between leading retailers
Conversion rates
Improve for second straight year
Shopping around
Shopping around remains higher among
online specialists
Loyalty
Remains high as four of the Top 10
overall leaders come from music & video
Drivers of loyalty/ disloyalty
Range and price stay the main drivers for
customer loyalty
AMAZON
Benefits from trend to digital downloads
Increases both visitor and main user
shares
Despite declining on last year, Amazon
has the highest level of loyalty among profiled retailers
Range has overtaken convenience as the
second strongest driver of growth
Visitors
Continues to attract more customers
Main users
Increases main user share across all
demographic segments
Conversion rates
Conversion reaches a new high
Loyalty
Handed lead in sector in spite of falling
year-on-year
Competitors
Level of shopping around declines
ASDA
Lack of download offer hampers performance
Main user share drops - despite
increase in footfall
… due to fall in
conversion - the heaviest among profiled retailers
Loyalty takes heaviest knock, too
Greater proportion of Asda' s shoppers
want to buy music & video from Tesco
Visitors
Third consecutive rise in footfall
- but limited to elderly and less affluent
Main users
Move into decline
Conversion rates
Sharpest decline among profiled
retailers
Loyalty
Sharpest decline here, too
Competitors
Shopping around at lowest level in 10
years
HMV/ FOPP
New digital download site improves performance
Main user share increases despite fall in
visitors
… thanks to greatest
uplift in conversion among profiled retailers
Loyalty flat year-on-year but range,
ambience and facilities show uplifts
Biggest potential gains
Visitors
Visitor share falls after three years of
growth
Main users
Reach highest level in five years
Conversion rates
New standalone download service drives
significant jump in conversion
Loyalty
Remains above 90.0% for the second
consecutive year
Competitors
Shopping around stays low inline with
high loyalty
ITUNES
Pace of share gain slows
… but visitor and main
user shares continue to improve
Conversion rate declines
Loyalty flat on previous year
HMV continues to be the preferred choice
for disloyal iTunes customers
Visitors
Launch of iPad and upgrade of iPhone
drive growth
Main users
More customers spend the most at
iTunes
Conversion rates
Conversion falters marginally
Loyalty
Remains flat on last year despite range
falling sharply
Competitors
Less shopping around better for
iTunes
PLAY.COM
Feels competitive strain
Visitor and main user shares down but
Play.com gains older customers
Conversion down for fourth straight
year
Lower convenience score drags down
loyalty despite appreciation of its prices
Amazon a greater threat
Visitors
Visitor share declines for the first
time
Main users
Loses ground among younger shoppers
Conversion rates
Continue to decline in more challenging
market
Loyalty
Off the top but remains high
Competitors
Play.com' s main users increasingly visit
its competitors
TESCO
Despite download offer Tesco still struggles with tougher
competition
Tesco' s visitor and main user shares both
down
Conversion rates remain low
Convenience boosts loyalty score
… but range scores even
more poorly
Visitors
Falls back after strong uplift
Main users
Main user share eases off as less
affluent shoppers prioritise spending elsewhere
Conversion rates
Struggles to boost conversion
Loyalty
Convenience drives loyalty
improvement
Competitors
Shopping around continues to fall as
customers one-stop shop in downturn
APPENDIX
Methodology
Selection of parliamentary
constituencies
Selection of enumeration districts
Selection of respondents
Post survey weighting
Further reading
Ask the analyst
Global Retail FreeView
Verdict Research consulting
Disclaimer
