Table of Contents
- Issues in the Market
- Main issues
- Definitions
- Abbreviations
- Market in Brief
- Values sales fall while volumes keep rising
- Challenges aren' t all recession-bred
- Still a market offering ample growth potential
- Three key target groups
- More bells and whistles
- A market duopoly
- Car accessory retailers lead the retail market
- Internal Market Environment
- Key points
- More cars mean a bigger target market
- Figure 1: Trends in UK population and licensed cars and motor cycles,
2001-09
- Consumers like new technology...
- Figure 2: Statements regarding new technology, 2003-09
- ... but consumers are not necessary technophiles
- Figure 3: Awareness of new technology currently available in the market
place, June 2008-March 2009
- Why size is everything
- Figure 4: Important things looked for when buying portable technology,
March 2009
- The Swiss Army approach to technology
- Broader Market Environment
- Key points
- The recession dents discretionary spending
- Figure 5: GDP quarterly percentage change, 2004-09
- Figure 6: Trends in personal disposable income and consumer expenditure,
2004-14
- Economic crisis thwarts interest in technology and going out
- Figure 7: Current economic downturn and purchasing of new technology,
March 2009
- Fuel and environmental issues
- Figure 8: Fuel prices, 2001-08
- Car sales
- Figure 9: Trends in new and used car sales, 2004-08
- Satellite investment
- Age trends: A curate' s egg
- Figure 10: Trends in the age structure of the UK population, by gender,
2004-14
- Socio-economic trends are positive
- Figure 11: Forecast adult population trends, by socio-economic group,
2004-14
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Competitive Context
- Key points
- Fighting for the discretionary pound
- Figure 12: Sat-nav share of car maintenance and car enhancement sales*,
2004-09
- Car manufacturers undermine standalone market...
- ...and the sat-nav manufacturers help them out
- Mobile phones
- Market Size and Forecast
- Key points
- Volumes grow but value sales harder to generate
- Figure 13: The UK sat-nav market, by value (£m) and units sold
(million), 2004-14
- Long-term falls in average prices forecast
- Figure 14: Average price of sat-navs and the annual change in prices,
2004-14
- Recession and market maturity lead to slower sales growth
- Figure 15: The annual percentage change in market volume and value sales
growth and sat-nav penetration, 2005-14
- Market Share
- Key points
- TomTom leads the market
- Figure 16: Satellite navigation: Manufacturer volume market share
(aftermarket), 2008
- Channels to Market
- Key points
- The structure of the distribution system
- Figure 17: The structure of sat-nav retail distribution with examples,
2009
- Car accessories retailers lead the market
- Figure 18: Estimated sat-nav aftermarket sales, by outlet type, 2008
- Companies and Products
- Figure 19: Leading companies in the portable satellite navigation
devices market and their brands, 2009
- Major players
- Garmin
- Navigon
- Navman
- TomTom
- Others
- Binatone Electronics International Limited
- Clarion Co Ltd
- Harman Becker Automotive Systems
- Navevo Ltd
- Ndrive
- RAC/Aviva (rebadged)
- Brand Communication and Promotion
- Halfords takes the strain
- Figure 20: Top 20 five advertisers in the satellite navigation sector
(includes retailers and manufacturers), January 2006-May 2009
- Advertising comes in from the cold
- Figure 21: Advertising spend, by media type, January 2006-May 2009
- Sat-nav Ownership
- Key points
- Plug-and-go sat-navs dominate
- Figure 22: Types of satellite navigation equipment owned, August 2009
- Young men like their gadgets
- Broadening the appeal of sat-navs
- Figure 23: Multiple ownership of any satellite navigation equipment, by
gender and age, August 2009
- Those who can afford them tend to have them
- The family' s taxi needs sat-nav
- Figure 24: Ownership of satellite navigation equipment, by type and age
of own children in household, August 2009
- Expanding the Market
- Key points
- Potential market of over 30 million users
- Figure 25: The potential market for sat-nav systems in GB, July 2009
- Lower prices key to expanding the market in the short term
- Figure 26: Percentage of adults considering a sat-nav purchase for the
first time in the next 12 months, by age, working status and household
income, August 2009
- What Features do Buyers Look For?
- Key points
- Price and practicalities drive the market
- Figure 27: The main features looked for when considering a new satellite
navigation system, August 2009
- For most, a limited range of features seals the deal
- Figure 28: Number of main features looked for when considering a new
satellite navigation system, August 2009
- Importance of ease of use and price
- Figure 29: Price and ease of use factors, by gender, age and income,
August 2009
- New and older, more experienced drivers look at routing features
- Figure 30: Routing factors used to decide on a sat-nav purchase, by age,
August 2009
- Map details appeal to the young
- Figure 31: Map-related factors used to decide on a sat-nav purchase, by
age and working status, August 2009
- Younger adults most interested in design
- Figure 32: Look and feel-related factors used to decide on a sat-nav
purchase, by age, August 2009
- Value-added features also important to the young and men
- Figure 33: Value-added related factors used to decide on a sat-nav
purchase, by gender, age, working status and income, August 2009
- Buying Habits
- Key points
- Men click to buy and women walk to buy
- Figure 37: Comparison between sat-nav owners that have bought a sat-nav
online, versus in-store (offline), by gender, age and internet usage, August
2009
- Halfords dominates in store, but Amazon plays an important role online
- Figure 38: Where adults bought their most recent satellite navigation
device, August 2009
- Growth of sat-navs online
- Sat-nav brands -- cutting out the middleman?
- Appendix -- Channels to Market
- Figure 48: The number and price range of the sat-nav models stocked, by
various retailers, August 2009
- Appendix -- Sat-nav Ownership
- Figure 49: Types of satellite navigation equipment owned, by
demographics, August 2009
- Figure 50: Circumstances that best describe people who do not own any
satellite navigation equipment, by demographics, August 2009
- Appendix -- What Features Do Buyers Look For?
- Figure 51: Most popular main features looked for when considering a new
satellite navigation system, by demographics, August 2009
- Figure 52: Next most popular main features looked for when considering a
new satellite navigation system, by demographics, August 2009
- Figure 53: Other main features looked for when considering a new
satellite navigation system, by demographics, August 2009
- Figure 54: Least popular main features looked for when considering a new
satellite navigation system, by demographics, August 2009
- Appendix -- Buying Habits
- Figure 58: Comparison between sat-nav owners that have bought a sat-nav
online, versus in-store (offline), by detailed demographics, August 2009
- Figure 59: Where bought most recent satellite navigation device
(online/in store), by demographics, August 2009
- Figure 60: Where bought most recent satellite navigation device
(in-store), by demographics, August 2009
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