Table of Contents
- Issues in the MarketKey themes
- Definitions
- Abbreviations
- Market in Brief
- Interesting times
- The home and garden specialists for depth
- TV for bigger reach, but limited coverage
- Seizing digital opportunities
- What consumers think
- To conclude
- Internal Market Environment
- Key points
- Homes are a source of pleasure
- Figure 1: Attitudes towards the home, 2004-08
- The housing market and its influence on attitudes
- Figure 2: Average house price and number of housing transactions, 2003-13
- Concern for the environment
- Restoring and creating
- Digital evolution or revolution?
- Figure 3: Internet penetration at home/work/place of study or elsewhere,
by demographic sub-group, 2003-08
- Broader Market Environment
- Key points
- The impact of a faltering economy
- Figure 4: Trends in GDP, PDI and consumer expenditure, at current
prices, 2003-13
- The upmarket will do better
- Figure 5: UK population, by socio-economic group, 2003-13
- Smaller households
- Figure 6: UK households, by size, 2003-13
- The impact of lifestage
- Figure 7: UK adult population, by lifestage, 2003-13
- Shifts in age structure
- Figure 8: Age structure of the UK population, 2003-13
- Competitive Context
- Key points
- It' s a big market out there
- Figure 9: Home and garden goods market, at current prices, 2003-08
- The consumer point of view
- How are other print sectors faring?
- Figure 10: Comparison of home interest, women' s and teen magazines,
2003-08
- Beyond magazines to TV...
- ... and to homes and gardens shows
- The advance of the internet
- Figure 11: Types of websites browsed for information purposes in the
last three months, July and October 2008
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Home and Garden in Print
- Key points
- Home interest and gardening specialists
- Decline set to continue
- Figure 12: UK retail sales of home interest and gardening titles, 2003-13
- Factors used in forecasts
- The detailed view
- Figure 13: Circulation trends for audited home interest titles
(July-December), 2003-07
- Figure 14: Circulation trends for audited gardening titles
(July-December), 2003-07
- Withstanding pressure
- The home dominates
- Figure 15: UK retail sales of home interest and gardening titles, by
sector, 2003-07
- The leading publishers
- Figure 16: Retail market shares of home interest and gardening titles,
by publisher, 2003-07
- Other print media
- Figure 17: Selected audited consumer titles and their average
circulation, 2008
- Implications for the sector
- Home and Garden on Television
- Key points
- Homes and gardens as part of the whole
- Extending impact
- How TV and print differ
- BBC for big numbers
- Channel 4
- Channel Five
- UKTV specialises
- Implications for the sector
- Home and Garden on the Internet
- Key points
- Promising recent developments
- Magazines online -- the leaders
- Some smaller players to the fore
- BBC, Channel 4 and UKTV committed online
- BBC continues to build
- Channel 4 expands and changes
- UKTV Style a real source for homes and gardens content
- Other online sources
- Implications for the sector
- Home and Garden and Other Media
- Key points
- Radio for keen gardeners
- Media convergence
- More options for radio stations
- The living experience
- Figure 18: Visitor attendance at selected consumer exhibitions, 2007-08
- The RHS
- Sponsorship opportunities
- Implications for the sector
- Brand Communication and Promotion
- Key points
- A clamour of voices
- Figure 19: Advertising expenditure on household goods incl retailers,
2004-08
- Leading spenders
- Figure 20: Retail household advertising expenditure, by leading
advertisers, 2004, 2006 and 2008
- Figure 21: Household goods advertising expenditure, by leading
advertisers, 2004, 2006 and 2008
- Allocating budgets
- Figure 22: Total adspend, by category and medium, 2008
- The Consumer -- Sources of Ideas for the Home
- Key points
- Consumers primed and ready
- Figure 23: Sources of ideas for changing the look or style of the home,
October/November 2008
- Media play a central part
- Their relative strengths
- Personal contacts
- Multiple choices
- Who looks where
- A repertoire of responses
- Figure 24: Number of sources consumers use to get ideas on new
looks/styles for their home, October/November 2008
- Enthusiasm for home ideas
- Figure 25: Sources of ideas for changing the look or style of the home,
by number of sources used, October/November 2008
- Appendix -- Home and Garden in Print
- Figure 32: Home interest and gardening titles, 2009
- Figure 33: UK retail sales of home interest titles, 2003-13
- Figure 34: UK retail sales of gardening titles, 2003-13
- Figure 35: Retail market shares of home interest titles, by publisher,
2003-07
- Figure 36: Retail market shares of gardening titles, by publisher,
2003-07
- Appendix -- Brand Communication and Promotion
- Figure 37: Main media retail advertising expenditure, by leading
advertisers, by media, 2008
- Figure 38: Main media household goods advertising expenditure, by
leading advertisers, by media, 2008
- Appendix -- Sources of Ideas for the Home
- Figure 39: Sources of ideas for changing the look or style of the home,
by detailed demographics, October/November 2008
- Figure 40: Sources of ideas for changing the look or style of the home,
by detailed demographics, October/November 2008
- Figure 41: Number of sources consumers use to get ideas for changing the
look or style of the home, by detailed demographics, October/November 2008
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