INTRODUCTION AND ABBREVIATIONS 

Introduction 
Other relevant reports 
Definition 
Abbreviations & Terms 
Abbreviations 
Terms 


EXECUTIVE SUMMARY 

Market advances amidst wild annual swings 
New technology abounds 
Re-distribution of wealth positive for advanced TV 
Television continues to pick up leisure hours 
Television, DTV, continue to pick up segment dollars, but DVD is the most common purchase 
Sony leads fiercely competitive and homogenous environment 
Advertising battle over HDTV 
The Consumer 
Trending the future 


MARKET DRIVERS 

New technology 
Household income 
Figure 1: Home video products penetration, by household income, May 2003-April 2004 
Figure 2: Real GDP growth (%), Consumer Confidence Index, and home video hardware sales growth, 1999-2004 
Graph 1: Consumer Confidence Index and home video hardware sales growth, 1999-2004 
Distribution of GDP 
Figure 3: Number of households per income group, 2000 and 2003 
Graph 2: 2003 Percentage of households per income group and change from 2000 
Demographic trends 
Figure 4: American generations, 2000-2010 
Figure 5: Median household income, by age of householder, 2003 
Graph 3: Median household income, by age of householder, 2003 
Generation Factors 
Echo Boom/Gen Y (Ages 10-27) 
Gen X (Ages 28-39) 
Baby Boom (Ages 40-58) 
Swing (Ages 59-71) 
WWII (72+) 
Ethnic populations 
Figure 6: Incidence of owning at least one early lifecycle product, by race/ethnicity, May 2004 
Figure 7: American households, by race/ethnicity, 2000-2010 
Competition and aid from other markets 
Figure 8: Consumer annual hours spent with media, 1999, 2001 & 2003 
The role of the movie theater in encouraging upgrades and providing content support


MARKET SIZE & TRENDS 

Figure 9: Total U.S. manufacturer sales of home video products, at current and constant prices, 1999-2004 
Graph 4: Total U.S. manufacturer sales of home video products, at current and constant prices, 1999-2004 
Figure 10: Total U.S. manufacturer sales of home video hardware, by volume, 1999-2004 
The Impact of HTB sales 
Figure 11: Hypothetical industry gains were dvd players not included in htb, at current and constant prices, 1999-2004 


MARKET SEGMENTATION 

Introduction 
Figure 12: Sales of home video hardware, segmented by product type, 2002 & 2004 
Graph 5: Sales of home video hardware, segmented by product type, 2004 
Television unit sales 
Figure 13: Unit sales of televisions, segmented by product type, 2002 & 2004 
Figure 14: Total U.S. manufacturer sales of televisions, at current and constant prices, 1999-2004 
Figure 15: Total U.S. manufacturer sales of televisions, by volume, 1999-2004 
Video playback 
Figure 16: Unit sales of home video playback devices, segmented by product type, 2002 & 2004 
Figure 17: Total U.S. manufacturer sales of video playback products, at current and constant prices, 1999-2004 
Figure 18: Total U.S. manufacturer sales of video playback product, by volume, 1999-2004 


SUPPLY STRUCTURE 

COMPANIES AND BRANDS 
Attitudes toward brand name products 
Sub-branding high-end lines 
Manufacturing partnerships 
Brand share 
Figure 19: Brand selection of recent home video equipment, July 2004 
COMPANY PROFILES 
Sony Corporation of America (Sony) 
Market position 
Qualia 
Sony Products 
Matsushita Electric Corporation (Panasonic, JVC) 
Market position 
Selected Panasonic products 
Toshiba 
Market position 
Select product information 
Thomson Consumer Electronics (RCA) 
Market position 
Select product information 
Mitsubishi 
Market position 
Selected product information 
Hitachi 
Market position 
Select product information 
Philips 
Market position 
Select product information 
Other leading brands 


ADVERTISING & PROMOTION 

Overview 
Sony 
Panasonic 
Toshiba 
RCA 
JVC 
Mitsubishi 
Samsung 
Hitachi 
Philips


THE CONSUMER 

Introduction 
Home video penetration trends 
Figure 20: Home video products penetration, 2002, 2003, and 2004 
Current Ownership 
Figure 21: Home video products in household, May 2003-April 2004 
Figure 22: Home video products penetration, by household income, May 2003-April 2004 
Figure 23: Home video products penetration, by household size, May 2003-April 2004 
Figure 24: Home video products penetration, by household size and income of <$25K, May 2003-April 2004 
Figure 25: Home video products penetration, by presence of children under 18 in household, May 2003-April 2004 
Figure 26: Home video products penetration, by gender and household type, May 2003-April 2004 
Figure 27: Home video products in household, by age, May 2003-April 2004 
Figure 28: Home video products ownership, by race/ethnicity, May 2003-April 2004 
Figure 29: Home video products penetration, by video hardware ownership, May 2003-April 2004 
Figure 30: Home video hardware penetration, by video ownership/subscription, May 2003-April 2004 
Figure 31: Ownership of home video hardware, by videocassete tapes or blank DVDs bought or rented, May 2003-April 2004 
Multiple product ownership per household 
Figure 32: Ownership of home video hardware, May 2003-April 2004 
Figure 33: Ownership of home video, by household income, May 2003-April 2004 
Figure 34: Ownership of home video, by household size, May 2003-April 2004 
Figure 35: Ownership of home video, by children, May 2003-April 2004 
Figure 36: Ownership of home video, by income and household size, May 2003-April 2004 
Figure 37: Ownership of home video, by gender and household size, May 2003-April 2004 
Figure 38: Ownership of home video, by race/ethnicity, May 2003-April 2004 
Figure 39: Ownership of home video, May 2003-April 2004 
Figure 40: Ownership of home video, by use of video games, satellite, or cable TV, May 2003-April 2004 
Figure 41: Ownership of home video, by use of home video software, May 2003-April 2004 
Figure 42: Ownership of multiple home video video products, by price of most recent home video purchase, May 2003-April 2004 
Purchase of high-end product in most recent purchase 
Figure 43: amount spent on most recent home video hardware purchases, May 2003-April 2004 
Figure 44: amount spent on most recent home video hardware purchases, by household income, May 2003-April 2004 
Figure 45: amount spent on most recent home video hardware purchases, by presence of children under 18 in household, May 2003-April 2004 
Figure 46: amount spent on most recent home video hardware purchases, by household size, May 2003-April 2004 
Figure 47: amount spent on most recent home video hardware purchases, by gender and household size, May 2003-April 2004 
Figure 48: amount spent on most recent home video hardware purchases, by household age, May 2003-April 2004 
Figure 49: amount spent on most recent home video hardware purchases, by race/ethnicity, May 2003-April 2004 
Figure 50: amount spent on most recent home video hardware purchases, by use of television with video games, or cable or satellite content delivery, May 2003-April 2004 
Figure 51: amount spent on most recent home video hardware purchases, by videocassete tapes or blank DVDs bought or rented, May 2003-April 2004 
Market participation in the last 12 months 
Figure 52: Home video products purchased in the last 12 months, July 2004 
Figure 53: Home video products purchased in the last 12 months, by age, July 2004 
Figure 54: Home video products purchased in the last 12 months, by children in household, July 2004 
Summary 


FUTURE & FORECAST 

FUTURE TRENDS 
The Future is flat 
Growth in front projection and micro-display rear projection 
Plasma and LCD entering into direct competition 
Cable TV to push DVR 
DVD-Recorders to replace DVD players 
HD-DVD to market in 2005 
Playback and audio products blur into media center products 
Demographic shifts 
Figure 55: U.S. households, by age of head of household, 2005-2010 
MARKET FORECAST 
Home video products 
Figure 56: Forecast of total U.S. manufacturer sales of home video products, at current and constant prices, 2004-2009 
Graph 6: Forecast of total U.S. manufacturer sales of home video products, at current and constant prices, 2004-2009 
Televisions 
Figure 57: Forecast of U.S. manufacturer sales of televisions, at current and constant prices, 2004-2009 
Video playback products 
Figure 58: Forecast of U.S. manufacturer sales of video playback products, at current and constant prices, 2004-2009 
Forecast Factors 


APPENDIX: TRADE ASSOCIATIONS AND PUBLICATIONS 

APPENDIX: RESEARCH METHODOLOGY 

Consumer Research 
Sampling & Weighting 
Presentation & Definition 
Further Analysis 
Trade Research 
Informal trade research 
Formal trade research 
Desk & Internet Research 
Sources 
Definitions 
Forecasts 


APPENDIX: WHAT IS MINTEL? 

Mintel Reports 
Global New Products Database 
Comperemedia® 
Mintel Services 
POS+ 
Mintel Consultancy