UK Consumer Insights 2007: HMV - Music & Video

Verdict Research: UK Consumer Insights 2007 are based around individual retailers and provide a highly detailed, data-rich overview of a retailer's customers, drawing on a nationwide survey of 6,000 shoppers each year.



Report Highlights

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CHAPTER 1 AT A GLANCE SUMMARY 9
Summary 9
CHAPTER 2 SHARE OF SHOPPERS 10
HMV share of shoppers 10
HMV share of shoppers by demographics 12
HMV share of shoppers by television region 13
HMV share of shoppers by household characteristics 14
HMV share of shoppers by other characteristics and ACORN classification 18
CHAPTER 3 CONVERSION AND NON-CONVERSION 21
HMV conversion of visitors to main users 21
HMV conversion of visitors to main users by demographics and region 23
HMV conversion of visitors to main users by household characteristics 24
Non-converting customers 28
Profile of HMV non-converting customers by demographics and region 30
CHAPTER 4 PROFILE OF SHOPPERS 32
HMV profile of shoppers by demographics 32
HMV profile of shoppers by television region 34
HMV profile of shoppers by household characteristics 36
HMV profile of shoppers by other characteristics and ACORN classification 40
CHAPTER 5 LOYALTY 43
HMV loyalty of main users 43
HMV loyalty of main users by demographics and region 45
HMV loyalty of main users by household characteristics 46
HMV basic drivers of loyalty and disloyalty 50
HMV detailed drivers of loyalty 51
CHAPTER 6 COMPETITION 53
Competition in music & video 53
Cross sector competitor dynamics 54
CHAPTER 7 APPENDIX 56
Basic methodology 56
The selection of parliamentary constituencies 58
Metropolitan county 58
Other 100% urban 58
Mixed urban/rural 58
Rural 59
The selection of enumeration districts 59
The selection of respondents 60
Post survey weighting 60



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Table 1: Key performance indicators for HMV in music & video 9
Table 2: HMV change in visitor share (%) 2003-2007 10
Table 3: HMV change in main user share (%) 2003-2007 11
Table 4: HMV visitor and main user share by ACORN classification (%) 2007 18
Table 5: HMV change in conversion rates (%) 2003-2007 21
Table 6: HMV change in non-conversion rates (%) 2003-2007 22
Table 7: Main stores non-converters use instead of HMV (%) 2007 28
Table 8: HMV visitor and main user profile by ACORN classification (%) 2007 40
Table 9: HMV change in loyalty (%) 2003-2007 43
Table 10: HMV change in disloyalty (%) 2003-2007 44
Table 11: HMV drivers of loyalty (%) 2003-2007 50
Table 12: HMV drivers of disloyalty (%) 2003-2007 50
Table 13: HMV detailed drivers of loyalty (%) 2007 51
Table 14: Cross sector matrix shopping (%) 2007 54
Table 15: Other retailers used (%) 2007 54
Table 1: Sample sizes by sector 2007 57




Figure 1: HMV visitor share (%) 2003-2007 10
Figure 2: HMV main user share (%) 2003-2007 11
Figure 3: HMV visitor share by demographic group (%) 2007 12
Figure 4: HMV main user share by demographic group (%) 2007 12
Figure 5: HMV visitor share by television region (%) 2007 13
Figure 6: HMV main user share by television region (%) 2007 13
Figure 7: HMV visitor and main user share by household tenure (%) 2007 14
Figure 8: HMV visitor and main user share by number of people in household (%) 2007 15
Figure 9: HMV visitor and main user share by children in household (%) 2007 16
Figure 10: HMV visitor and main user share by number of cars in household (%) 2007 17
Figure 11: HMV visitor and main user share by working status (%) 2007 19
Figure 12: HMV visitor and main user share by marital status (%) 2007 20
Figure 13: HMV conversion rates (%) 2003-2007 21
Figure 14: HMV non-conversion rates (%) 2003-2007 22
Figure 15: HMV conversion rates by demographic group (%) 2007 23
Figure 16: HMV conversion rates by region (%) 2007 23
Figure 17: HMV conversion rates by household tenure (%) 2007 24
Figure 18: HMV conversion rates by number of people in household (%) 2007 25
Figure 19: HMV conversion rates by children in household (%) 2007 26
Figure 20: HMV conversion rates by number of cars in household (%) 2007 27
Figure 21: HMV non-conversion rates (%) 2003-2007 28
Figure 22: HMV non-conversion rates by demographic group (%) 2007 29
Figure 23: Demographic profile of non-converting HMV visitors (%) 2007 30
Figure 24: Regional profile of non-converting HMV visitors (%) 2007 31
Figure 25: HMV visitor profile by demographic group (%) 2007 32
Figure 26: HMV main user profile by demographic group (%) 2007 33
Figure 27: HMV visitor profile by television region (%) 2007 34
Figure 28: HMV main user profile by region (%) 2007 35
Figure 29: HMV visitor and main user profile by household tenure (%) 2007 36
Figure 30: HMV visitor and main user profile by number of people in household (%) 2007 37
Figure 31: HMV and main user profile by children in household (%) 2007 38
Figure 32: HMV visitor and main user profile by number of cars in household (%) 2007 39
Figure 33: HMV visitor and main user profile by working status (%) 2007 41
Figure 34: HMV visitor and main user profile by marital status (%) 2007 42
Figure 35: HMV loyalty (%) 2003-2007 43
Figure 36: HMV disloyalty (%) 2003-2007 44
Figure 37: HMV loyalty by demographics (%) 2007 45
Figure 38: HMV loyalty by region (%) 2007 45
Figure 39: HMV loyalty by household tenure (%) 2007 46
Figure 40: HMV loyalty by number of people in household (%) 2007 47
Figure 41: HMV loyalty by children in household (%) 2007 48
Figure 42: HMV loyalty by number of cars in household (%) 2007 49
Figure 43: HMV – other music & video stores used (%) 2007 53
Figure 44: Preference stores (%) 2007 53
Figure 45: Sectors shopped (%) 2007 55


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