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MP3 Players and Other Portable Audio Players in the United States 2006


Description: In 2006, the MP3 and portable audio player market is worth an estimated $5.7 billion in manufacturer sales, almost three times its worth of just over $1.9 billion in 2001. During this time, MP3 players have gone from niche to mainstream products, and consumer portable purchases have switched from models that rely on removable content to those whose content is additive and intrinsic. MP3 players have freed consumers from the need to carry around separate music media like CDs or cassettes.

The title of this report--MP3 and Other Portable Audio Players--reflects this fundamental shift. The MP3 player segment, with only about 5% market share in 2001, surpassed combined sales in all other segments in 2004 to claim well over 50% of the market’s sales. By 2006, MP3 players are responsible for an estimated 88% of manufacturer sales in the portable audio market.

Ownership among adult respondents is highest at ages 18-24, declining with increasing age, whereas ownership of CD players is more constant for ages 18-54 before falling off, and ownership of portable cassette payers is lowest for the youngest adults.

Retailers who sell portable audio are focusing more on MP3 players, as sales in other segments shrink. By the end of the period under review, portable audio player segments are morphing so that many devices, from CD players to radios, now also feature MP3 capabilities. And besides audio features like radio, MP3 players are also expanding into other functions besides music, notably video.

This report clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by segment.

Six years of specific sales data provide a factual and impartial presentation of the market as a whole. The report also evaluates the performance of individual sectors in the market, and provides information about the major companies and brands. Using the SPSS forecasting package, a five-year forecast of U.S. retail sales is created, revealing potential opportunities for growth and product development.


Contents: Introduction and Abbreviations

Introduction
Definition
Abbreviations and terms
Abbreviations
Terms
Executive Summary

Segment reversal in portable audio
Portability, broadband and accessories drive MP3 player sales
Radio
an old/new segment
The iPods have it
Not Apple
Sony
Creative
Advertising and promotion—is it cool?
Preferred sources for MP3 players
The next small thing
Product convergence and competition
Compatibility and connectivity, concerns for the future
Market Drivers

Portable audio paradigm shift
Downloadable music services help grow MP3 player sales
Legal vs. illegal music
Figure 1: Legal music downloads, April 2006
Figure 2: Frequency of music downloads, April 2006
Potential downside to device/download connection
Growth of broadband and the Internet
Figure 3: U.S. broadband household projections, 2000-10
Figure 4: Manufacturers’ shipments of CDs and cassettes vs single and album downloads, 2004-05
Three key consumer groups
Figure 5: U.S. Population, by generation, 2000-10
Figure 6: Ownership of portable music players, by age, April 2006
Figure 7: Ownership of MP3 players, by gender, April 2006
Hispanic population owns more MP3 players
Figure 8: U.S. population, by age and Hispanic origin, 2006
Figure 9: MP3 player, music service, and satellite radio ownership/subscription, by ethnicity, April 2006
iPod + iTunes = icon
Figure 10: Apple Computer/iPod activity, 2001-06
Whistle a happy iTune
The downside of being market leader
MP3 player accessories
Expanding MP3 player capability
Figure 11: Ownership of MP3 player accessories, April, 2006
Into the house
Into the car
Convergence
Competition from cell phones
New uses for new technology
Market Size and Trends
Figure 12: Total U.S. manufacturer sales of MP3 players and other portable audio players, at current and constant prices, 2001-06
Figure 13: Graph: Total U.S. manufacturer sales of MP3 players and other portable audio players, at current and constant prices, 2001-06
Market Segmentation

MP3 players versus other portable audio players – a contrasting story
Figure 14: Total U.S. manufacturer sales of MP3 players and other portable audio hardware, at current prices, 2001-06
Figure 15: Graph: Total U.S. manufacturer sales of MP3 players and other portable audio hardware, at current prices, 2001-06
Segmented by format
Figure 16: Sales of portable audio players, segmented by format, 2004 and 2006
Portable MP3 players
Figure 17: Manufacturer sales of portable MP3 players, at current and constant prices, 2001-06
Portable CD players/boom boxes
Figure 18: Manufacturer sales of portable CD players/boom boxes, at current and constant prices, 2001-06
Figure 19: Unit sales of portable CD players, with average unit price, 2001-06
Figure 20: Graph: Change in unit sales of portable CD players compared with change in average unit price, 2001-06
Portable radios & cassette players/recorders
Figure 21: Sales of portable radios & cassette players/recorders, at current and constant prices, 2001-06
Satellite Radio
Supply Structure

Companies and brands
Introduction
Apple Computer, Inc.
Overview
iPod
iTunes Music Store
Sony Corporation of America
Overview
MP3 players
Other portable audio players
Connect Music Store
Creative Labs
SanDisk
iRiver America
RCA
Philips Electronics North America
Samsung Electronics Co., Ltd.
Panasonic Corporation of America
Advertising and Promotion

Introduction
MP3 players, give away and cross promotion
Satellite Radio
Companies
Apple
iTunes Marketing
Sony
Samsung
Panasonic
Toshiba
iRiver
Dell
SanDisk
Philips
Retail Distribution

Overview
Source of MP3 player purchase
Figure 22: Type of retail location of MP3 player purchase, April 2006
Figure 23: Specific retail location of MP3 player purchase, April 2006
Best Buy
Wal-Mart
Circuit City
Target
RadioShack
Apple Store
Sony Style
Catalog/Internet retailers
The Consumer

Introduction
Summary
Portable audio ownership patterns
Portable audio purchasing patterns
Technology attitudes
MP3 player usage
User satisfaction
Ownership patterns of portable players, accessories, and subscription services
Figure 24: Ownership of audio products/subscription to services, May 2006
Figure 25: Ownership of audio products/subscription to services, by age, May 2006
Figure 26: Don’t own audio products/subscription to services, but plan to get in next 6 months, by age, May 2006
Figure 27: Ownership of audio products/subscription to services, by household income, May 2006
Figure 28: Don’t own audio products/subscription to services, but plan to get in next 6 months, by income, May 2006
Figure 29: Ownership of audio products/subscription to services, by Hispanic origin, May 2006
Figure 30: Don’t own audio products/subscription to services, but plan to get in next 6 months, by Hispanic origin, May 2006
Figure 31: Ownership of audio products/subscription to services, by presence/number of children in household, May 2006
Figure 32: Don’t own audio products/subscription to services, but plan to get in next 6 months, by presence/number of children in household, May 2006
Ownership patterns of MP3 players
Figure 33: Gift receipt and giving and multiple ownership of MP3 players, May 2006
Figure 34: Gift receipt and giving and multiple ownership of MP3 players, by age, May 2006
MP3 player brands owned
Figure 35: Brands of MP3 players owned, May 2006
Figure 36: Brands of MP3 players owned, by age, May 2006
Figure 37: Brands of MP3 players owned, by household income, May 2006
Portable audio purchases
Figure 38: Stereo/radio equipment bought in previous 12 months, January-September 2005
Amount spent on portable audio
Figure 39: Amount spent on last portable audio purchase, May 2006
Figure 40: Amount spent on last portable audio purchase, by gender, May 2006
Figure 41: Amount spent on last portable audio purchase, by age, May 2006
Figure 42: Amount spent on last portable audio purchase, by Hispanic origin, May 2006
Retail locations where MP3 players are purchased
Figure 43: Location of MP3 purchase, May 2006
Figure 44: Location of MP3 purchase, by presence/number of children, May 2006
Figure 45: Location of MP3 purchase, by location, May 2006
Stores where MP3 players are purchased
Figure 46: Store, website, or catalog where MP3 player purchased, May 2006
Figure 47: Store, website, or catalog where MP3 player purchased, by household income, May 2006
Technology purchasing attitudes of respondents
Figure 48: Attitudes towards new technology purchases, May 2006
Figure 49: Attitudes towards new technology purchases, by age, May 2006
Figure 50: Attitudes towards new technology purchases, by race/ethnicity, May 2006
Figure 51: Attitudes towards new technology purchases, by presence/number of children, May 2006
MP3 player capacity
Figure 52: Storage capacity of MP3 players, May 2006
Figure 53: Storage capacity of MP3 players, by age, May 2006
Plans to upgrade MP3 player
Figure 54: Plans to upgrade MP3 player to increase capacity, May 2006
Figure 55: Plans to upgrade MP3 player to increase capacity, by household income, May 2006
Figure 56: Plans to upgrade MP3 player to increase capacity, by presence of children, May 2006
Satisfaction with MP3 players
Figure 57: Overall satisfaction with MP3 player, May 2006
Figure 58: Overall satisfaction with MP3 player, by age, May 2006
Figure 59: Overall satisfaction with MP3 player, by household income, May 2006
When MP3 players are used the most
Figure 60: Activities while listening to MP3 players, May 2006
Figure 61: Activities while listening to MP3 players, by age, May 2006
Figure 62: Activities while listening to MP3 players, by income, May 2006
Amount used
Figure 63: Hours per week spent listening to MP3 player, May 2006
Who pays to download music
Figure 64: Purchase of downloaded music, May 2006
Figure 65: Purchase of downloaded music, by gender, May 2006
Figure 66: Purchase of downloaded music, by age, May 2006
Figure 67: Purchase of downloaded music, by income, May 2006
Download frequency
Figure 68: Frequency of music downloads, May 2006
Figure 69: Frequency of music downloads, by age, May 2006
Satisfaction with download process
Figure 70: Ease of download process, May 2006
Downloads other than music
Figure 71: Non-musical downloads, May 2006
Figure 72: Non-musical downloads, by gender, May 2006
Future and Forecast

Future trends
U.S. Hispanic population growth
Figure 73: Population by race and Hispanic origin, 2001-11
Advances in NAND memory
Video MP3 players
Satellite radio
Potential portable problems
Competition from hybridization
Connectivity and compatibility
More competition from cell phones
Creative v Apple
The MP3 world beyond Apple
Market forecast
Portable MP3 players
Figure 74: Forecast of total U.S. manufacturer sales of portable MP3 players, at current and constant prices, 2006-11
Figure 75: Graph: Forecast of total U.S. manufacturer sales of portable MP3 players, at current and constant prices, 2006-11
Forecast factors
Appendix: Trade Associations



Companies Mentioned Best Buy Wal-Mart Circuit City Target RadioShack Apple Store Sony Style


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