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How Britain Shops: Music & Video 2011
Verdict Research Limited, March 2011, Pages: 151
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.
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.
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.
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.
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