Impact of Fashion on Electronics in the Home - UK - June 2006

Table of Contents

• Introduction and Abbreviations
• Definition
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Executive Summary
• A rapidly evolving market
• Less than a third of consumers regularly update their homes
• Keeping up appearances
• Replacement vs impulse purchasing
• Price, function and brand take precedence over looks
• TVs have an intrinsic requirement for style
• The integrated household of the future
• Market Background
• The unstoppable machine
• Convergence of technology
• The battle for supremacy
• PCs to emerge victorious?
• Built-in obsolescence
• Living up to expectations
• Style obsolescence
• Modern styling -- is small sexy?
• Retail distribution of home electronics
• A male-oriented environment
• Never the twain shall meet?
• Advertising and promotion
• Sector analysis
• TVs -- the flat-screen revolution
• DVD players supersede VCRs in both function and style
• PCs follow suit in flat screens
• An increasing variety of uses
• Achieving differentiation
• Laptops -- a popular alternative
• Home audio -- challenges and opportunities
• The digital home stereo
• Performance vs aesthetics
• Games consoles -- NPD dictates market performance
• Style plays an increasing role
• Fashion and the Home
• The shrinking household
  • Figure 1: Average UK household size, 1995-2010
• Space and spending power influence choice of electronics
• Hand-me-down technology
• Attitudes towards style and fashion
  • Figure 2: Agreement with attitudes towards the home, January 2006
• Female and fashion-conscious
• Lifestage dictates attitudes
• C1C2s are the regular updaters
• Updating the home
  • Figure 3: Items most likely to buy to update home, January 2006
• Electronics on a par with furniture
• The expression of style through technology
• Fashion and the Home -- Detailed Demographics
  • Figure 4: Agreement with attitudes towards the home, by gender, age, socio-economic group, region, marital status and working status, January 2006
  • Figure 5: Agreement with attitudes towards the home, by presence of children, lifestage, Mintel's Special Groups and media usage, January 2006
  • Figure 6: Agreement with attitudes towards the home, by household tenure, household size and ACORN category, January 2006
  • Figure 7: Agreement with attitudes towards the home, by commercial TV viewing and supermarket usage, January 2006
  • Figure 8: Items most likely to buy to update home, by gender, age, socio-economic group, marital status, lifestage, presence of children and Mintel's Special Groups, January 2006
  • Figure 9: Items most likely to buy to update home, by working status, household tenure, region and ACORN category, January 2006
  • Figure 10: Items most likely to buy to update home, by media usage, commercial TV viewing, supermarket usage and household size, January 2006
• Purchasing Habits
  • Figure 11: Statements describing how consumers shop and purchase electronics, January 2006
• Prior planning prevents poor performance
• The replacement cycle
• Detailed Demographics -- Purchasing Habits
  • Figure 12: Statements describing how consumers shop and purchase electronics, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel's Special Groups, working status, tenure, region, ACORN category, media usage, co
• Home Electronics: The Decision Process
  • Figure 13: Most important aspects when buying last piece of home electronics, January 2006
• Looks are a secondary consideration
• Targeting women -- a broader perspective needed
• ABs focus on features
• The family factor
• Empty nesters explore the latest technology
• TV breeds an interest in fashion
  • Figure 14: Most important aspects when buying last piece of home electronics, by statements describing how consumers shop and purchase electronics, January 2006
• Home Electronics -- The Decision Process: Detailed Demographics
  • Figure 15: Most important aspects when buying last piece of home electronics, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel's Special Groups, working status, tenure, region, ACORN category, media usage, co
• Style and the Choice of Home Electronics
  • Figure 16: Products consumers would choose as their most stylish home electronics item, January 2006
• TVs are the style centrepiece
• Laptops triumph over desktops in style terms
• Families the key targets for TVs
• The gender divide
• Polarised interest in audio products
• Games consoles -- style and the influence of children
• Priorities differ by sector
  • Figure 17: Products consumers would choose as their most stylish home electronics item, by most important aspects when buying last piece of home electronics, January 2006
• Audio buyers demand quality and value
• Price concerns hold back aspirational purchases
• Style and the Choice of Home Electronics -- Detailed Demographics
  • Figure 18: Most popular products consumers would choose as their most stylish home electronics item, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel's Special Groups, working status, tenure, region, ACORN ca
  • Figure 19: Other products consumers would choose as their most stylish home electronics item, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel's Special Groups, working status, tenure, region, ACORN category,
• The Future
• Integration to lead to more redundancies
• One device fits all
• The home of the future
• A more female-friendly retail environment
  • Figure 28: Projected number of women in employment in the UK, 2001-11
• Online opportunities