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ARCHIVE 2006
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China and South Korea Show Mature Markets for MP3
Players
First-time Buyers Still Dominate Markets in Europe and Japan
The markets for MP3 players in China and South Korea, with nearly 80%
of future purchases coming from existing owners, have matured more quickly
than those in the rest of the world, according to Parks Associates’ new
report
Digital
Music and Portable MP3 Players.
The report, which includes data from Parks Associates’ multinational
consumer study
Global
Digital Living™, finds that among online populations in China and
South Korea, more than three-fourths of consumers who plan to purchase an
MP3 player in the next 12 months already own one. In contrast, among
future owners in other countries, 70% in the U.K., 67% in Germany, 66% in
Japan, and 58% in France do not currently have an MP3 player. U.S.
intenders are equally split between owners and first-time buyers.
“The MP3 player markets in China and South Korea hit the
replacement/additional purchase stage faster than the rest of the world,”
said
Harry
Wang, research analyst at Parks Associates. “Higher
penetration rates and the popularity of less-expensive flash-based devices
both contributed to this phenomenon.”
Wang also pointed
out that because of prior ownership, these owner-intenders are in general
more knowledgeable than first-time buyers about new product features. They
are also wealthier and more likely to engage in activities such as
downloading music and listening to online radio programming.
“These findings call for different approaches in marketing to these
areas,”
Wang said. “In
Western Europe and Japan, where first-time buyers drive the MP3 market,
vendors must educate consumers and build brand awareness. In China and
South Korea, vendors should work to discourage brand switching as well as
offer product features that are uniquely appealing to these consumers.”
Digital
Music and Portable MP3 Players analyzes the current market
landscape for digital music and MP3 players, focusing on trends in music
services and hardware among evolving technologies and shifting market
dynamics. The report also features survey data regarding ownership and
usage of MP3 players as well as consumer attitudes toward music services.
The
Global
Digital Living™ project is a study of worldwide consumer
technology trends. The project surveyed Internet households in thirteen
nations: France, Italy, Spain, Germany, Canada, Taiwan, Japan, India,
China, South Korea, Australia, the United Kingdom, and the United States.
For additional information on
Digital
Music and Portable MP3 Players or
Global
Digital Living™, visit
http://www.parksassociates.com or contact 972-490-1113 or
sales@parksassociates.com.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates co-hosts executive thought
leadership conferences CONNECTIONS™ and CONNECTIONS™ Europe in
partnership with the Consumer Electronics Association (CEA®). In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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http://www.connectionsindustryinsights.com
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