How Britain Shops 2007: Music & Video

Verdict Research: How Britain Shops 2007: Music & Video provides a detailed overview of the shopping habits of consumers. It examines, who shops for music & video, where they shop, whether they are satisfied with their current store and what stores should do to satisfy customers more.

Report Highlights


In 2007 the music & video shopper base has declined for the third consecutive year. The Carlton region has the greatest share of visitors, with 16.8%, followed closely by Central. Meridian and Scotland were over-represented with a greater proportion of shoppers in relation to their share of the population. Men account for 52.2% of music & video shoppers in 2007 compared with 51.0% last year. This is the first time the gender profile has moved towards men since 2003. Over 65s have increased their representation in music & video over the past year and now account for 9.4% of shoppers an increase of 0.5 percentage points on the previous year.
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CHAPTER 1 INTRODUCTION 20
What is cDNA? 20
CHAPTER 2 EXECUTIVE SUMMARY 21
Key Findings 24
Profile of Music & Video Shoppers 28
Penetration of Music & Video Shoppers 32
Retailer Usage 34
Main User Share by Region 39
Conversion Rates 40
Shopping Around 42
Loyalty 44
Drivers of Loyalty/Disloyalty 48
CHAPTER 3 AMAZON 53
Key Findings 53
Visitors 56
Main Users 57
Conversion Rates 59
Loyalty 60
Competitors 64
CHAPTER 4 ASDA 66
Key Findings 66
Visitors 68
Main Users 69
Conversion Rates 71
Loyalty 72
Competitors 76
CHAPTER 5 HMV 78
Key Findings 78
Visitors 81
Main Users 82
Conversion Rates 84
Loyalty 85
Competitors 89
CHAPTER 6 PLAY.COM 91
Key Findings 91
Visitors 93
Main Users 94
Conversion Rates 96
Loyalty 97
Competitors 101
CHAPTER 7 TESCO 103
Key Findings 103
Visitors 106
Main Users 107
Conversion Rates 109
Loyalty 110
Competitors 114
CHAPTER 8 VIRGIN MEGASTORES 116
Key Findings 116
Visitors 118
Main Users 119
Conversion Rates 121
Loyalty 122
Competitors 126
CHAPTER 9 WH SMITH 128
Key Findings 128
Visitors 130
Main Users 131
Conversion Rates 133
Loyalty 134
Competitors 138
CHAPTER 10 WOOLWORTHS 140
Key Findings 140
Visitors 142
Main Users 143
Conversion Rates 145
Loyalty 146
Competitors 150
CHAPTER 11 APPENDIX 152
Basic methodology 152
The selection of parliamentary constituencies 154
Metropolitan county 154
Other 100% urban 154
Mixed urban/rural 154
Rural 155
The selection of enumeration districts 155
The selection of respondents 156
Post survey weighting 156
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Table 1: Profile of music & video shoppers by region 2007 28
Table 2: Share of active music & video shoppers regularly using each retailer (%) 2003-2007 34
Table 3: Share of active music & video shoppers using a given retailer as their main store (%) 2003-2007 35
Table 4: Share of active music & video shoppers naming a retailer as their main store by TV region (%) 2007 39
Table 5: Average rate of conversion from visitor to main user by TV region (%) 2007 40
Table 6: Average number of other stores used by TV region 2007 42
Table 7: Proportion of music & video shoppers that are loyal to their main store by TV region (%) 2007 45
Figure 18: Proportion of loyal main users identifying drivers of loyalty (%) 2003-2007 48
Table 8: Detailed drivers of loyalty (%) 2007 49
Table 8: Loyalty scores by retailer (%) 2003-2007 50
Table 10: Disloyalty scores by retailer (%) 2003-2007 51
Table 11: What disloyal users preferred about other stores (%) 2003-2007 52
Table 10: Visitor share by region – percentage of all music & video shoppers in each TV region visiting Amazon 2007 57
Table 11: Main user share by region – percentage of all music & video shoppers in each TV region mainly using Amazon 2007 58
Table 12: Conversion rates by region – percentage of Amazon visitors who are also main users in each region 2007 60
Table 13: Loyalty by region – percentage of Amazon main users in each region who are loyal 2007 61
Table 14: Drivers of loyalty 2007 62
Table 15: Drivers of disloyalty 2007 62
Table 16: Potential change – Amazon main user gains and losses % if preferences were played out 2007 63
Table 17: Other retailers used – stores most used by Amazon customers in other sectors 2007 64
Table 18: Other music & video stores used – stores visited by Amazon music & video main users 2003-2007 65
Table 19: Visitor share by region – percentage of all music & video shoppers visiting Asda in each TV region 2007 69
Table 20: Main user share by region – percentage of all music & video shoppers in each TV region mainly using Asda 2007 70
Table 21: Conversion rates by region – percentage of Asda visitors who are also main users in each region 2007 72
Table 22: Loyalty by region – percentage of Asda main users in each region who are loyal 2007 73
Table 23: Drivers of loyalty 2007 74
Table 24: Drivers of disloyalty 2007 74
Table 25: Potential change – Asda main user gains and losses % if preferences were played out 2007 75
Table 26: Other retailers used– stores most used by Asda customers in other sectors 2007 76
Table 27: Other music & video stores used – stores visited by Asda music & video main users 2003-2007 77
Table 28: Visitor share by region – percentage of all music & video shoppers in each TV region visiting HMV 2007 82
Table 29: Main user share by region – percentage of all music & video shoppers in each TV region mainly using HMV 2007 83
Table 30: Conversion rates by region – percentage of HMV visitors who are also main users in each region 2007 85
Table 31: Loyalty by region – percentage of HMV main users in each region who are loyal 2007 86
Table 32: Drivers of loyalty 2007 87
Table 33: Drivers of disloyalty 2007 87
Table 34: Potential change – HMV main user gains and losses % if preferences were played out 2007 88
Table 35: Other retailers used – stores most used by HMV customers in other sectors 2007 89
Table 36: Other music & video stores used – stores visited by HMV music & video main users 2003-2007 90
Table 37: Visitor share by region – percentage of all music & video shoppers in each TV region visiting Play.com 2007 94
Table 38: Main user share by region – percentage of all music & video shoppers in each TV region mainly using Play.com 2007 95
Table 39: Conversion rates by region – percentage of Play.com visitors who are also main users in each region 2007 97
Table 40: Loyalty by region – percentage of Play.com main users in each region who are loyal 2007 98
Table 41: Drivers of loyalty 2007 99
Table 42: Drivers of disloyalty 2007 99
Table 43: Potential change – Play.com main user gains and losses % if preferences were played out 2007 100
Table 44: Other retailers used – stores most used by Play.com’s customers in other sectors 2007 101
Table 45: Other music & video stores used – stores visited by Play.com music & video main users 2003-2007 102
Table 46: Visitor share by region – percentage of all music & video shoppers in each TV region visiting Tesco 2007 107
Table 47: Main user share by region – percentage of all music & video shoppers in each TV region mainly using Tesco 2007 108
Table 48: Conversion rates by region – percentage of Tesco visitors who are also main users in each region 2007 110
Table 49: Loyalty by region – percentage of Tesco main users in each region who are loyal 2007 111
Table 50: Drivers of loyalty 2007 112
Table 51: Drivers of disloyalty 2007 112
Table 52: Potential change – Tesco main user gains and losses % if preferences were played out 2007 113
Table 53: Other retailers used – stores most used by Tesco’s customers in other sectors 2007 114
Table 54: Other music & video stores used – stores visited by Tesco music & video main users 2003-2007 115
Table 55: Visitor share by region – percentage of all music & video shoppers in each TV region visiting Virgin Megastores 2007 119
Table 56: Main user share by region – percentage of all music & video shoppers in each TV region mainly using Virgin Megastores 2007 120
Table 57: Conversion rates by region – percentage of Virgin Megastores visitors who are also main users in each region 2007 122
Table 58: Loyalty by region – percentage of Virgin Megastores main users in each region who are loyal 2007 123
Table 59: Drivers of loyalty 2007 124
Table 60: Drivers of disloyalty 2007 124
Table 61: Potential change – Virgin Megastores main user gains and losses % if preferences were played out 2007 125
Table 62: Other retailers used – stores most used by Virgin Megastores customers in other sectors 2007 126
Table 63: Other music & video stores used – stores visited by Virgin Megastores music & video main users 2003-2007 127
Table 64: Visitor share by region – percentage of all music & video shoppers in each TV region visiting WH Smith 2007 131
Table 65: Main user share by region – percentage of all music & video shoppers in each TV region mainly using WH Smith 2007 132
Table 66: Conversion rates by region – percentage of WH Smith visitors who are also main users in each region 2007 134
Table 67: Loyalty by region – percentage of WH Smith main users in each region who are loyal 2007 135
Table 68: Drivers of loyalty 2007 136
Table 69: Drivers of disloyalty 2007 136
Table 70: Potential change 2007 – WH Smith main user gains and losses % if preferences were played out 137
Table 71: Other retailers used – stores most used by WH Smith customers in other sectors 2007 138
Table 72: Other music & video stores used – stores visited by WH Smith music & video main users 2003-2007 139
Table 73: Visitor share by region – percentage of all music & video shoppers in each TV region visiting Woolworths 2007 143
Table 74: Main user share by region – percentage of all music & video shoppers in each TV region mainly using Woolworths 2007 144
Table 75: Conversion rates by region – percentage of Woolworths visitors who are also main users in each region 2007 146
Table 76: Loyalty by region – percentage of Woolworths main users in each region who are loyal 2007 147
Table 77: Drivers of loyalty 2007 148
Table 78: Drivers of disloyalty 2007 148
Table 79: Potential change – Woolworths main user gains and losses % if preferences were played out 2007 149
Table 80: Other retailers used – stores most used by Woolworths customers in other sectors 2007 150
Table 81: Other music & video stores used – stores visited by Woolworths music & video main users 2003-2007 151
Table 1: Sample sizes by sector 2007 153




Figure 1: Share of shoppers (%) 2003-2007 28
Figure 2: Profile of music & video shoppers by gender (%) 2003-2007 29
Figure 3: Profile of music & video shoppers by age bracket (%) 2003-2007 30
Figure 4: Profile of music & video shoppers by socio-economic class 2003-2007 31
Figure 5: Proportion of consumers who shop for music & video by demographics (%) 2007 32
Figure 6: Proportion of consumers who shop for music & video by TV region (%) 2007 33
Figure 7: Concentration of main user share of Top Five retailers 2005 36
Figure 8: Concentration of main user share of Top Five retailers 2006 37
Figure 9: Concentration of main user share of Top Five retailers 2007 38
Figure 10: Average rate of conversion from visitor to main user (%) 2003-2007 40
Figure 11: Rate of conversion from visitors to main users – by retailer (%) 2007 41
Figure 12: Average number of other stores used 2003-2007 42
Figure 13: Average number of other stores used – by retailer 2007 43
Figure 14: Proportion of music & video shoppers that are loyal to their main store (%) 2003-2007 44
Figure 15: Proportion of music & video shoppers that are loyal to their main store by demographic group (%) 2007 45
Figure 16: Proportion of music & video main users who are loyal to their main store (%) 2007 46
Figure 17: Percentage point change in loyalty rates since last year by retailer 2007 47
Figure 18: Visitor share – percentage of all music & video shoppers visiting Amazon 2003-2007 56
Figure 19: Visitor share by demographic group – percentage of all music & video shoppers in each demographic segment visiting Amazon 2007 56
Figure 20: Main user share – percentage of all music & video shoppers who mainly use Amazon 2003-2007 57
Figure 21: Main user share by demographic group – percentage of all music & video shoppers in each demographic segment mainly using Amazon 2007 58
Figure 22: Conversion rates – percentage of Amazon visitors who are also main users 2003-2007 59
Figure 23: Conversion rates by demographic group – percentage of Amazon visitors who are also main users in each demographic segment 2007 59
Figure 24: Loyalty – percentage of Amazon main users who are loyal 2003-2007 60
Figure 25: Loyalty by demographics – percentage of Amazon main users in each demographic segment who are loyal 2007 61
Figure 26: Preference stores (%) – main stores preferred by disloyal main users of Amazon in music & video 2007 63
Figure 27: Shopping around – number of other stores used in addition to main store 2003-2007 64
Figure 28: Visitor share – percentage of all music & video shoppers visiting Asda 2003-2007 68
Figure 29: Visitor share by demographic group – percentage of all music & video shoppers in each demographic segment visiting Asda 2007 68
Figure 30: Main user share – percentage of all music & video shoppers who mainly use Asda 2003-2007 69
Figure 31: Main user share by demographic group – percentage of all music & video shoppers in each demographic segment mainly using Asda 2007 70
Figure 32: Conversion rates – percentage of Asda visitors who are also main users 2003-2007 71
Figure 33: Conversion rates by demographic group – percentage of Asda visitors who are also main users in each demographic segment 2007 71
Figure 34: Loyalty – percentage of Asda main users who are loyal 2003-2007 72
Figure 35: Loyalty by demographics – percentage of Asda main users in each demographic segment who are loyal 2007 73
Figure 36: Preference stores (%) – main stores preferred by disloyal main users of Asda in music & video 2007 75
Figure 37: Shopping around – number of other stores used in addition to main store 2003-2007 76
Figure 38: Visitor share – percentage of all music & video shoppers visiting HMV 2003-2007 81
Figure 39: Visitor share by demographic group – percentage of all music & video shoppers in each demographic segment visiting HMV 2007 81
Figure 40: Main user share – percentage of all music & video shoppers who mainly use HMV 2003-2007 82
Figure 41: Main user share by demographic group – percentage of all music & video shoppers in each demographic segment mainly using HMV 2007 83
Figure 42: Conversion rates – percentage of HMV visitors who are also main users 2003-2007 84
Figure 43: Conversion rates by demographic group – percentage of HMV visitors who are also main users in each demographic segment 2007 84
Figure 44: Loyalty – percentage of HMV main users who are loyal 2003-2007 85
Figure 45: Loyalty by demographics – percentage of HMV main users in each demographic segment who are loyal 2007 86
Figure 46: Preference stores (%) – main stores preferred by disloyal main users of HMV in music & video 2007 88
Figure 47: Shopping around – number of other stores used in addition to main store 2003-2007 89
Figure 48: Visitor share – percentage of all music & video shoppers visiting Play.com 2003-2007 93
Figure 49: Visitor share by demographic group – percentage of all music & video shoppers in each demographic segment visiting Play.com 2007 93
Figure 50: Main user share – percentage of all music & video shoppers who mainly use Play.com 2003-2007 94
Figure 51: Main user share by demographic group – percentage of all music & video shoppers in each demographic segment mainly using Play.com 2007 95
Figure 52: Conversion rates – percentage of Play.com visitors who are also main users 2003-2007 96
Figure 53: Conversion rates by demographic group – percentage of Play.com visitors who are also main users in each demographic segment 2007 96
Figure 54: Loyalty – percentage of Play.com main users who are loyal 2003-2007 97
Figure 55: Loyalty by demographics – percentage of Play.com main users in each demographic segment who are loyal 2007 98
Figure 56: Preference stores (%) – main stores preferred by disloyal main users of Play.com in music & video 2007 100
Figure 57: Shopping around – number of other stores used in addition to main store 2003-2007 101
Figure 58: Visitor share – percentage of all music & video shoppers visiting Tesco 2003-2007 106
Figure 59: Visitor share by demographic group – percentage of all music & video shoppers in each demographic segment visiting Tesco 2007 106
Figure 60: Main user share – percentage of all music & video shoppers who mainly use Tesco 2003-2007 107
Figure 61: Main user share by demographic group – percentage of all music & video shoppers in each demographic segment mainly using Tesco 2007 108
Figure 62: Conversion rates – percentage of Tesco visitors who are also main users 2003-2007 109
Figure 63: Conversion rates by demographic group– percentage of Tesco visitors who are also main users in each demographic segment 2007 109
Figure 64: Loyalty – percentage of Tesco main users who are loyal 2003-2007 110
Figure 65: Loyalty by demographics percentage of Tesco main users in each demographic segment who are loyal 2007 111
Figure 66: Preference stores (%) – main stores preferred by disloyal main users of Tesco in music & video 2007 113
Figure 67: Shopping around – number of other stores used in addition to main store 2003-2007 114
Figure 68: Visitor share – percentage of all music & video shoppers visiting Virgin Megastores 2003-2007 118
Figure 69: Visitor share by demographic group – percentage of all music & video shoppers in each demographic segment visiting Virgin Megastores 2007 118
Figure 70: Main user share – percentage of all music & video shoppers who mainly use Virgin Megastores 2003-2007 119
Figure 71: Main user share by demographic group – percentage of all music & video shoppers in each demographic segment mainly using Virgin Megastores 2007 120
Figure 72: Conversion rates – percentage of Virgin Megastores visitors who are also main users 2003-2007 121
Figure 73: Conversion rates by demographic group – percentage of Virgin Megastores visitors who are also main users in each demographic segment 2007 121
Figure 74: Loyalty – percentage of Virgin Megastores main users who are loyal 2003-2007 122
Figure 75: Loyalty by demographics percentage of Virgin Megastores main users in each demographic segment who are loyal 2007 123
Figure 76: Preference stores (%) – main stores preferred by disloyal main users of Virgin Megastores in music & video 2007 125
Figure 77: Shopping around – number of other stores used in addition to main store 2003-2007 126
Figure 78: Visitor share – percentage of all music & video shoppers visiting WH Smith 2003-2007 130
Figure 79: Visitor share by demographic group – percentage of all music & video shoppers in each demographic segment visiting WH Smith 2007 130
Figure 80: Main user share – percentage of all music & video shoppers who mainly use WH Smith 2003-2007 131
Figure 81: Main user share by demographic group – percentage of all music & video shoppers in each demographic segment mainly using WH Smith 2007 132
Figure 82: Conversion rates – percentage of WH Smith visitors who are also main users 2003-2007 133
Figure 83: Conversion rates by demographic group – percentage of WH Smith visitors who are also main users in each demographic segment 2007 133
Figure 84: Loyalty – percentage of WH Smith main users who are loyal 2003-2007 134
Figure 85: Loyalty by demographics – percentage of WH Smith main users in each demographic segment who are loyal 2007 135
Figure 86: Preference stores (%) – main stores preferred by disloyal main users of WH Smith in music & video 2007 137
Figure 87: Shopping around – number of other stores used in addition to main store 2003-2007 138
Figure 88: Visitor share – percentage of all music & video shoppers visiting Woolworths 2003-2007 142
Figure 89: Visitor share by demographic group – percentage of all music & video shoppers in each demographic segment visiting Woolworths 2007 142
Figure 90: Main user share – percentage of all music & video shoppers who mainly use Woolworths 2003-2007 143
Figure 91: Main user share by demographic group – percentage of all music & video shoppers in each demographic segment mainly using Woolworths 2007 144
Figure 92: Conversion rates – percentage of Woolworths visitors who are also main users 2003-2007 145
Figure 93: Conversion rates by demographic group – percentage of Woolworths visitors who are also main users in each demographic segment 2007 145
Figure 94: Loyalty – percentage of Woolworths main users who are loyal 2003-2007 146
Figure 95: Loyalty by demographics – percentage of Woolworths main users in each demographic segment who are loyal 2007 147
Figure 96: Preference stores (%) – main stores preferred by disloyal main users of Woolworths in music & video 2007 149
Figure 97: Shopping around – number of other stores used in addition to main store 2003-2007 150
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