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How Britain Shops 2007: Electricals
Product Type: Market Research Report Publication Date: Apr 19, 2007
 
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SUMMARY

Overview

ntroduction

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

Scope

  • A thorough analysis of the way customers shop in the electricals sector, complete with profiles of leading retailers
  • Each report provides visitor and main user shares, conversion rates, loyalty rates with reasons and key competitors.
  • Data is segmented regionally and by demographic and socio-economic group. Five year historic data is provided so trends can be analysed further.

Report Highlights

Despite strong growth in market value, the electricals shopper base declined by 1.3 percentage point to 44.8%. This equates to an active electricals shopper base of 21.8m - who have driven growth in the market through the replacement of old technologies with newer products.

Increasing numbers of females are purchasing electricals products. This year 48.3% of electrical shoppers were female - up from 46.3% in 2003. The increase in the female shopper base is due to more technologically savvy women and the wider availability of new technologies in new channels of distribution such as grocery stores.

Non-specialists are the only retailers in this report to have increased their share of visitors. John Lewis has added visitor share faster than any of its rivals, primarily due to its exceptional service and strong value credentials. Tesco and, to a lesser extent, Argos have also delivered solid improvements to visitor share.

Reasons to Purchase

  • How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
  • Use this report to understand what drives the loyalty of your customers and find out where they also shop.
  • Channel investment for maximum return by knowing which aspects of your retail proposition most need improving in the opinion of your customers.

TABLE OF CONTENTS

  • CHAPTER 1 INTRODUCTION
    • What is cDNA?
  • CHAPTER 2 EXECUTIVE SUMMARY
    • Key Findings
    • Profile of Electricals Shoppers
    • Penetration of Electricals Shoppers
    • Retailer Usage
    • Main User Share by Region
    • Conversion Rates
    • Drivers of Loyalty/Disloyalty
  • CHAPTER 3 ARGOS
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 4 ASDA
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
    • Competitors
  • CHAPTER 5 COMET
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
  • CHAPTER 6 CURRYS
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
  • CHAPTER 7 CURRYS.DIGITAL
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
  • CHAPTER 8 JOHN LEWIS
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
  • CHAPTER 9 TESCO
    • Key Findings
    • Visitors
    • Main Users
    • Conversion Rates
    • Loyalty
  • CHAPTER 10 APPENDIX
    • Basic Methodology
    • Selection of Parliamentary Constituencies
      • Metropolitan County
      • Other 100% Urban
      • Mixed Urban/Rural
      • Rural
    • Selection of Enumeration Districts
    • Selection of Respondents
    • Post Survey Weighting
    • List of Tables
      • Table 1: Profile of electricals shoppers by region 2007
      • Table 2: Share of active electricals shoppers regularly using each retailer (%) 2003-2007
      • Table 3: Share of active electricals shoppers using a given retailer as their main store (%) 2003-2007
      • Table 4: Share of active electricals shoppers naming a retailer as their main store by TV region (%) 2007
      • Table 5: Average rate of conversion from visitor to main user - by TV region (%) 2007
      • Table 6: Average number of other stores used - by TV region 2007
      • Table 7: Proportion of electricals shoppers that are loyal to their main store - by TV region (%) 2007
      • Table 8: Detailed drivers of loyalty (%) 2007
      • Table 9: Loyalty scores by retailer (%) 2003-2007
      • Table 10: Disloyalty scores by retailer (%) 2003-2007
      • Table 11: What disloyal users preferred about other stores (%) 2003-2007
      • Table 12: Visitor share by region - percentage of all electricals shoppers in each TV region visiting Argos 2007
      • Table 13: Main user share by region - percentage of all electricals shoppers in each TV region mainly using Argos 2007
      • Table 14: Conversion rates by region - percentage of Argos visitors who are also main users in each region 2007
      • Table 15: Loyalty by region - percentage of Argos main users in each region who are loyal 2007
      • Table 16: Drivers of loyalty 2007
      • Table 17: Drivers of disloyalty 2007
      • Table 18: Potential change - Argos main user gains and losses % if preferences were played out 2007
      • Table 19: Other retailers used - stores most used by Argos customers in other sectors 2007
      • Table 20: Other electricals stores used - stores visited by Argos electricals main users 2003-2007
      • Table 21: Visitor share by region - percentage of all electricals shoppers in each TV region visiting Asda 2007
      • Table 22: Main user share by region - percentage of all electricals shoppers in each TV region mainly using Asda 2007
      • Table 23: Conversion rates by region - percentage of Asda visitors who are also main users in each region 2007
      • Table 24: Loyalty by region - percentage of Asda main users in each region who are loyal 2007
      • Table 25: Drivers of loyalty 2007
      • Table 26: Drivers of disloyalty 2007
      • Table 27: Potential change - Asda main user gains and losses % if preferences were played out 2007
      • Table 28: Other retailers used - stores most used by Asda customers in other sectors 2007
      • Table 29: Other electricals stores used - stores visited by Asda electricals main users 2003-2007
      • Table 30: Visitor share by region - percentage of all electricals shoppers in each TV region visiting Comet 2007
      • Table 31: Main user share by region - percentage of all electricals shoppers in each TV region mainly using Comet 2007
      • Table 32: Conversion rates by region - percentage of Comet visitors who are also main users in each region 2007
      • Table 33: Loyalty by region - percentage of Comet main users in each region who are loyal 2007
      • Table 34: Drivers of loyalty 2007
      • Table 35: Drivers of disloyalty 2007
      • Table 36: Potential change - Comet main user gains and losses % if preferences were played out 2007
      • Table 37: Other retailers used - stores most used by Comet customers in other sectors 2007
      • Table 38: Other electricals stores used - stores visited by Comet electricals main users 2003-2007
      • Table 39: Visitor share by region - percentage of all electricals shoppers in each TV region visiting Currys 2007
      • Table 40: Main user share by region - percentage of all electricals shoppers in each TV region mainly using Currys 2007
      • Table 41: Conversion rates by region - percentage of Currys visitors who are also main users in each region 2007
      • Table 42: Loyalty by region - percentage of Currys main users in each region who are loyal 2007
      • Table 43: Drivers of loyalty 2007
      • Table 44: Drivers of disloyalty 2007
      • Table 45: Potential change - Currys main user gains and losses % if preferences were played out 2007
      • Table 46: Other retailers used - stores most used by Currys customers in other sectors 2007
      • Table 47: Other electricals stores used - stores visited by Currys electricals main users 2003-2007
      • Table 48: Visitor share by region - percentage of all electricals shoppers in each TV region visiting Currys.digital 2007
      • Table 49: Main user share by region - percentage of all electricals shoppers in each TV region mainly using Currys.digital 2007
      • Table 50: Conversion rates by region - percentage of Currys.digital visitors who are also main users in each region 2007
      • Table 51: Loyalty by region - percentage of Currys.digital main users in each region who are loyal 2007
      • Table 52: Drivers of loyalty 2007
      • Table 53: Drivers of disloyalty 2007
      • Table 54: Potential change - Currys.digital main user gains and losses % if preferences were played out 2007
      • Table 55: Other retailers used - stores most used by Currys.digital customers in other sectors 2007
      • Table 56: Other electricals stores used - stores visited by Currys.digital electricals main users 2003-2007
      • Table 57: Visitor share by region - percentage of all electricals shoppers in each TV region visiting John Lewis 2007
      • Table 58: Main user share by region - percentage of all electricals shoppers in each TV region mainly using John Lewis 2007
      • Table 59: Conversion rates by region - percentage of John Lewis visitors who are also main users in each region 2007
      • Table 60: Loyalty by region - percentage of John Lewis main users in each region who are loyal 2007
      • Table 61: Drivers of loyalty 2007
      • Table 62: Drivers of disloyalty 2007
      • Table 63: Potential change - John Lewis main user gains and losses % if preferences were played out 2007
      • Table 64: Other retailers used - stores most used by John Lewis customers in other sectors 2007
      • Table 65: Other electricals stores used - stores visited by John Lewis electricals main users 2003-2007
      • Table 66: Visitor share by region - percentage of all electricals shoppers in each TV region visiting Tesco 2007
      • Table 67: Main user share by region - percentage of all electricals shoppers in each TV region mainly using Tesco 2007
      • Table 68: Conversion rates by region - percentage of Tesco visitors who are also main users in each region 2007
      • Table 69: Loyalty by region - percentage of Tesco main users in each region who are loyal 2007
      • Table 70: Drivers of loyalty 2007
      • Table 71: Drivers of disloyalty 2007
      • Table 72: Potential change - Tesco main user gains and losses % if preferences were played out 2007
      • Table 73: Other retailers used - stores most used by Tesco customers in other sectors 2007
      • Table 74: Other electricals stores used - stores visited by Tesco electricals main users 2003-2007
      • Table 75: Sample sizes by sector 2007
    • List of Figures
      • Figure 1: Share of shoppers (%) 2003-2007
      • Figure 2: Profile of electricals shoppers by gender (%) 2003-2007
      • Figure 3: Proportion of electricals shoppers by age bracket (%) 2003-2007
      • Figure 4: Profile of electricals shoppers by socio-economic class (%) 2003-2007
      • Figure 5: Proportion of consumers who shop for electricals - by demographics (%) 2007
      • Figure 6: Proportion of consumers who shop for electricals - by TV region (%) 2007
      • Figure 7: Concentration of main user share of Top Five retailers 2005
      • Figure 8: Concentration of main user share of Top Five retailers 2006
      • Figure 9: Concentration of main user share of Top Five retailers 2007
      • Figure 10: Average rate of conversion from visitor to main user (%) 2003-2007
      • Figure 11: Rate of conversion from visitors to main users - by retailer (%) 2007
      • Figure 12: Average number of other stores used 2003-2007
      • Figure 13: Average number of other stores used - by retailer 2007
      • Figure 14: Proportion of electricals shoppers that are loyal to their main store (%) 2003-2007
      • Figure 15: Proportion of electricals shoppers that are loyal to their main store - by demographic group (%) 2007
      • Figure 16: Proportion of electricals main users who are loyal to their main store (%) 2007
      • Figure 17: Percentage point change in loyalty rates since last year - by retailer 2007
      • Figure 18: Proportion of loyal main users identifying drivers of loyalty (%) 2003-2007
      • Figure 19: Visitor share - percentage of all electricals shoppers visiting Argos 2003-2007
      • Figure 20: Visitor share by demographic group - percentage of all electricals shoppers in each demographic segment visiting Argos 2007
      • Figure 21: Main user share - percentage of all electricals shoppers who mainly use Argos 2003-2007
      • Figure 22: Main user share by demographic group - percentage of all electricals shoppers in each demographic segment mainly using Argos 2007
      • Figure 23: Conversion rates - percentage of Argos visitors who are also main users 2003-2007
      • Figure 24: Conversion rates by demographic group - percentage of Argos visitors who are also main users in each demographic segment 2007
      • Figure 25: Loyalty - percentage of Argos main users who are loyal 2003-2007
      • Figure 26: Loyalty by demographics - percentage of Argos main users in each demographic segment who are loyal 2007
      • Figure 27: Preference stores - main stores preferred by disloyal main users of Argos in electricals (%) 2007
      • Figure 28: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 29: Visitor share - percentage of all electricals shoppers visiting Asda 2003-2007
      • Figure 30: Visitor share by demographic group - percentage of all electricals shoppers in each demographic segment visiting Asda 2007
      • Figure 31: Main user share - percentage of all electricals shoppers who mainly use Asda 2003-2007
      • Figure 32: Main user share by demographic group - percentage of all electricals shoppers in each demographic segment mainly using Asda 2007
      • Figure 33: Conversion rates - percentage of Asda visitors who are also main users 2003-2007
      • Figure 34: Conversion rates by demographic group - percentage of Asda visitors who are also main users in each demographic segment 2007
      • Figure 35: Loyalty - percentage of Asda main users who are loyal 2003-2007
      • Figure 36: Loyalty by demographics - percentage of Asda main users in each demographic segment who are loyal 2007
      • Figure 37: Preference stores - main stores preferred by disloyal main users of Asda in electricals (%) 2007
      • Figure 38: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 39: Visitor share - percentage of all electricals shoppers visiting Comet 2003-2007
      • Figure 40: Visitor share by demographic group - percentage of all electricals shoppers in each demographic segment visiting Comet 2007
      • Figure 41: Main user share - percentage of all electricals shoppers who mainly use Comet 2003-2007
      • Figure 42: Main user share by demographic group - percentage of all electricals shoppers in each demographic segment mainly using Comet 2007
      • Figure 43: Conversion rates - percentage of Comet visitors who are also main users 2003-2007
      • Figure 44: Conversion rates by demographic group - percentage of Comet visitors who are also main users in each demographic segment 2007
      • Figure 45: Loyalty - percentage of Comet main users who are loyal 2003-2007
      • Figure 46: Loyalty by demographics - percentage of Comet main users in each demographic segment who are loyal 2007
      • Figure 47: Preference stores - main stores preferred by disloyal main users of Comet in electricals (%) 2007
      • Figure 48: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 49: Visitor share - percentage of all electricals shoppers visiting Currys 2003-2007
      • Figure 50: Visitor share by demographic group - percentage of all electricals shoppers in each demographic segment visiting Currys 2007
      • Figure 51: Main user share - percentage of all electricals shoppers who mainly use Currys 2003-2007
      • Figure 52: Main user share by demographic group - percentage of all electricals shoppers in each demographic segment mainly using Currys 2007
      • Figure 53: Conversion rates - percentage of Currys visitors who are also main users 2003-2007
      • Figure 54: Conversion rates by demographic group - percentage of Currys visitors who are also main users in each demographic segment 2007
      • Figure 55: Loyalty - percentage of Currys main users who are loyal 2003-2007
      • Figure 56: Loyalty by demographics - percentage of Currys main users in each demographic segment who are loyal 2007
      • Figure 57: Preference stores - main stores preferred by disloyal main users of Currys in electricals (%) 2007
      • Figure 58: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 59: Visitor share - percentage of all electricals shoppers visiting Currys.digital 2003-2007
      • Figure 60: Visitor share by demographic group - percentage of all electricals shoppers in each demographic segment visiting Currys.digital 2007
      • Figure 61: Main user share - percentage of all electricals shoppers who mainly use Currys.digital 2003-2007
      • Figure 62: Main user share by demographic group - percentage of all electricals shoppers in each demographic segment mainly using Currys.digital 2007
      • Figure 63: Conversion rates - percentage of Currys.digital visitors who are also main users 2003-2007
      • Figure 64: Conversion rates by demographic group - percentage of Currys.digital visitors who are also main users in each demographic segment 2007
      • Figure 65: Loyalty - percentage of Currys.digital main users who are loyal 2003-2007
      • Figure 66: Loyalty by demographics - percentage of Currys.digital main users in each demographic segment who are loyal 2007
      • Figure 67: Preference stores - main stores preferred by disloyal main users of Currys.digital in electricals (%) 2007
      • Figure 68: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 69: Visitor share - percentage of all electricals shoppers visiting John Lewis 2003-2007
      • Figure 70: Visitor share by demographic group - percentage of all electricals shoppers in each demographic segment visiting John Lewis 2007
      • Figure 71: Main user share - percentage of all electricals shoppers who mainly use John Lewis 2003-2007
      • Figure 72: Main user share by demographic group - percentage of all electricals shoppers in each demographic segment mainly using John Lewis 2007
      • Figure 73: Conversion rates - percentage of John Lewis visitors who are also main users 2003-2007
      • Figure 74: Conversion rates by demographic group - percentage of John Lewis visitors who are also main users in each demographic segment 2007
      • Figure 75: Loyalty - percentage of John Lewis main users who are loyal 2003-2007
      • Figure 76: Loyalty by demographics - percentage of John Lewis main users in each demographic segment 2007
      • Figure 77: Preference stores - main stores preferred by disloyal main users of John Lewis in electricals (%) 2007
      • Figure 78: Shopping around - number of other stores used in addition to main store 2003-2007
      • Figure 79: Visitor share - percentage of all electricals shoppers visiting Tesco 2003-2007
      • Figure 80: Visitor share by demographic group - percentage of all electricals shoppers in each demographic segment visiting Tesco 2007
      • Figure 81: Main user share - percentage of all electricals shoppers who mainly use Tesco 2003-2007
      • Figure 82: Main user share by demographic group - percentage of all electricals shoppers in each demographic segment mainly using Tesco 2007
      • Figure 83: Conversion rates - percentage of Tesco visitors who are also main users 2003-2007
      • Figure 84: Conversion rates by demographic group - percentage of Tesco visitors who are also main users in each demographic segment 2007
      • Figure 85: Loyalty - percentage of Tesco main users who are loyal 2003-2007
      • Figure 86: Loyalty by demographics - percentage of Tesco main users in each demographic segment who are loyal 2007
      • Figure 87: Preference stores - main stores preferred by disloyal main users of Tesco in electricals (%) 2007
      • Figure 88: Shopping around - number of other stores used in addition to main store 2003-2007

How Britain Shops 2007: Electricals

Publisher: Datamonitor

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