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MP3 Player Accessories in the United States
Mintel, June 2006, Pages: 85
This report examines the U.S. market for MP3 player accessories, which grew from $50 million in 2001 to $2 billion in 2006, driven by strong sales of MP3 players, increased availability of accessories, lifestyle changes among consumers and continuing product development. The range of accessories available has increased dramatically during the review period, many suppliers are small and without a well-established brand, and not all will survive the current growth surge.
The majority of accessories on the market are designed for the Apple iPod, the dominant MP3 player, with a smaller selection of universal accessories (or those designed for other players). The massive growth in the MP3 accessory market has expanded the selection of products at high and low price points, from protective cases and flashing headphones priced under $30, to advanced speaker systems like the Bose SoundDock at $249. There are currently over 200 suppliers of accessories for the iPod, with more companies making universal accessories, but due to the immaturity of the market, few of these have developed significant awareness among consumers. Apple launched the “Made For Apple” licensing scheme in early 2006, which was refined in May 2006 so that accessory suppliers pay a flat $4 per unit fee to participate in the program and use the official logo.
Retail competition is fierce as mass merchandisers fight for a larger share of the consumer electronics market, but electronics stores still seem to be the most likely place for consumers to purchase MP3 players and accessories. When respondents to the consumer survey were asked where they bought their last MP3 player, 49% did so at a store, compared to 27% who made their purchase online. This is probably due to a desire to interact with products before purchase, and a preference for immediate gratification rather than waiting for delivery. Best Buy, the largest electronics store in the U.S., is also the retailer most popular with respondents, since 22% purchased their last MP3 player there. The company has stated that MP3 products are driving average ticket prices, and it merchandises Napster subscriptions and iTunes gift cards alongside MP3 players.
This proprietary consumer research for this report shows that 15% of respondents currently own an MP3 player or MP3 accessory, and that a further 4% plan to acquire one in the next six months. Respondents aged 18-34 are more likely than those overall to own either of these products, and income is also a key factor, since respondents with income over $100K are more likely than those overall to own an MP3 accessory. Furthermore those with income of $75K and over are more likely than respondents overall to own an iPod. Respondents are more likely to own headphones than any other MP3 accessory, with 75% of accessory owners agreeing that they have headphones, compared to 49% of respondents overall who own a car audio accessory, and 48% of accessory owners who own an MP3 sleeve/case or USB power adapter. Respondents who own MP3 accessories spent an average of $90 on their last MP3 accessory purchase, with male respondents, those with income over $50K, married respondents and over-35s all showing higher levels of average spend.
MP3 player accessories are products designed to be connected to or used with a hard disc drive or flash memory MP3 player, such as the Apple iPod or Creative Zen. MP3 accessories include, but are not limited to: cables, connectors, docks/docking stations, bags, protective cases/sleeves, holders (such as armbands), speakers/stereo systems, chargers, mobile transmitters, remote controls and headphones.
Accessories for MP3-enabled cell phones, digital cameras and other portable CE products are excluded from this definition, which covers accessories for MP3 players intended primarily to play music.
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