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

Scope of this report
A thorough analysis of the way customer shop in the music & video sector, complete with profiles of the following retailers:
Amazon, Asda, HMV, Music Zone, Play.com, Sainsbury, Tesco, Virgin Megastores, WH Smith, Woolworths
Research and analysis highlights
Each How Britain Shops report provides visitor and main user share data, conversion rates, customer loyalty rates, reasons for loyalty and key competitors for all major retailers in the sector. Data is segmented regionally and by demographic and socio-economic group. Historic data is provided so trends can be analysed over a four year period.

Key reasons to read this report
How Britain Shops is one of the most comprehensive studies of its kind drawing on a nationwide survey of 6,000 shoppers.
Verdict's thorough understanding of retail issues enables us to interpret data from an informed viewpoint and explore implications for retailers.

CHAPTER 1 INTRODUCTION 3
What is cDNA? 3
What’s available? 3
CHAPTER 2 EXECUTIVE SUMMARY 21
Music & video key findings 24
Profile of music & video shoppers 28
Penetration of music & video shoppers 32
Music & video retailer usage 34
Music & video main user share by region 38
Music & video conversion rates 39
Music & video shopping around 41
Music & video loyalty 43
Music & video drivers of loyalty/disloyalty 47
CHAPTER 3 AMAZON 52
Amazon key findings 52
Amazon visitors 55
Amazon main users 56
Amazon conversion rates 58
Amazon loyalty 59
Amazon competitors 63
CHAPTER 4 ASDA 65
Asda key findings 65
Asda visitors 68
Asda main users 69
Asda conversion rates 71
Asda loyalty 72
Asda competitors 76
CHAPTER 5 HMV 78
HMV key findings 78
HMV visitors 81
HMV main users 82
HMV conversion rates 84
HMV loyalty 85
HMV competitors 89
CHAPTER 6 MUSIC ZONE 91
Music Zone key findings 91
Music Zone visitors 94
Music Zone main users 95
Music Zone conversion rates 97
Music Zone loyalty 98
Music Zone competitors 102
CHAPTER 7 PLAY.COM 104
Play.com key findings 104
Play.com visitors 107
Play.com main users 108
Play.com conversion rates 110
Play.com loyalty 111
Play.com competitors 115
CHAPTER 8 SAINSBURY 117
Sainsbury key findings 117
Sainsbury visitors 120
Sainsbury main users 121
Sainsbury conversion rates 123
Sainsbury loyalty 124
Sainsbury competitors 128
CHAPTER 9 TESCO 130
Tesco key findings 130
Tesco visitors 133
Tesco main users 134
Tesco conversion rates 136
Tesco loyalty 137
Tesco competitors 141
CHAPTER 10 VIRGIN MEGASTORES 143
Virgin Megastores key findings 143
Virgin Megastores visitors 146
Virgin Megastores main users 147
Virgin Megastores conversion rates 149
Virgin Megastores loyalty 150
Virgin Megastores competitors 154
CHAPTER 11 WH SMITH 156
WH Smith key findings 156
WH Smith visitors 159
WH Smith main users 160
WH Smith conversion rates 162
WH Smith loyalty 163
WH Smith competitors 167
CHAPTER 12 WOOLWORTHS 169
Woolworths key findings 169
Woolworths visitors 172
Woolworths main users 173
Woolworths conversion rates 175
Woolworths loyalty 176
Woolworths competitors 180
CHAPTER 13 APPENDIX 182
Basic methodology 182
The selection of parliamentary constituencies 184
Metropolitan county 184
Other 100% urban 184
Mixed urban/rural 184
Rural 185
The selection of enumeration districts 185
The selection of respondents 186
Post survey weighting 186

LIST OF TABLES
Table 1: Profile of music & video shoppers by region 2006 28
Table 2: Share of active music & video shoppers regularly using each retailer 2002-2006 34
Table 3: Share of active music & video shoppers using a given retailer as their main store 2002-2006 34
Table 4: Share of active music & video shoppers naming a retailer as their main store by TV region (%) 2006 38
Table 5: Average rate of music & video conversion from visitor to main user by TV region 2006 39
Table 6: Music & video – average number of other stores used by TV region 2006 41
Table 7: Proportion of music & video shoppers that are loyal to their main store by TV region 2006 44
Table 8: Music & video detailed drivers of loyalty (%) 2006 48
Table 9: Music & video loyalty scores by retailer (%) 2002-2006 49
Table 10: Music & video disloyalty scores by retailer (%) 2002-2006 50
Table 11: What disloyal music & video users preferred about other stores (%) 2002-2006 51
Table 12: Amazon visitor share by region 2006 56
Table 13: Amazon main user share by region 2006 57
Table 14: Amazon conversion rates by region 2006 59
Table 15: Amazon loyalty by region 2006 60
Table 16: Amazon drivers of loyalty 2006 61
Table 17: Amazon drivers of disloyalty 2006 61
Table 18: Amazon potential change 2006 62
Table 19: Amazon – other retailers used 2006 63
Table 20: Amazon – other music & video stores used (%) 2006 64
Table 21: Asda visitor share by region 2006 69
Table 22: Asda main user share by region 2006 70
Table 23: Asda conversion rates by region 2006 72
Table 24: Asda loyalty by region 2006 73
Table 25: Asda drivers of loyalty 2006 74
Table 26: Asda drivers of disloyalty 2006 74
Table 27: Asda potential change 2006 75
Table 28: Asda – other retailers used 2006 76
Table 29: Asda – other music & video stores used (%) 2006 77
Table 30: HMV visitor share by region 2006 82
Table 31: HMV main user share by region 2006 83
Table 32: HMV conversion rates by region 2006 85
Table 33: HMV loyalty by region 2006 86
Table 34: HMV drivers of loyalty 2006 87
Table 35: HMV drivers of disloyalty 2006 87
Table 36: HMV potential change 2006 88
Table 37: HMV – other retailers used 2006 89
Table 38: HMV – other music & video stores used (%) 2006 90
Table 39: Music Zone visitor share by region 2006 95
Table 40: Music Zone main user share by region 2006 96
Table 41: Music Zone conversion rates by region 2006 98
Table 42: Music Zone loyalty by region 2006 99
Table 43: Music Zone drivers of loyalty 2006 100
Table 44: Music Zone drivers of disloyalty 2006 100
Table 45: Music Zone potential change 2006 101
Table 46: Music Zone – other retailers used 2006 102
Table 47: Music Zone – other music & video stores used (%) 2006 103
Table 48: Play.com visitor share by region 2006 108
Table 49: Play.com main user share by region 2006 109
Table 50: Play.com conversion rates by region 2006 111
Table 51: Play.com loyalty by region 2006 112
Table 52: Play.com drivers of loyalty 2006 113
Table 53: Play.com drivers of disloyalty 2006 113
Table 54: Play.com potential change 2006 114
Table 55: Play.com – other retailers used 2006 115
Table 56: Play.com – other music & video stores used (%) 2006 116
Table 57: Sainsbury visitor share by region 2006 121
Table 58: Sainsbury main user share by region 2006 122
Table 59: Sainsbury conversion rates by region 2006 124
Table 60: Sainsbury loyalty by region 2006 125
Table 61: Sainsbury drivers of loyalty 2006 126
Table 62: Sainsbury drivers of disloyalty 2006 126
Table 63: Sainsbury potential change 2006 127
Table 64: Sainsbury – other retailers used 2006 128
Table 65: Sainsbury – other music & video stores used (%) 2006 129
Table 66: Tesco visitor share by region 2006 134
Table 67: Tesco main user share by region 2006 135
Table 68: Tesco conversion rates by region 2006 137
Table 69: Tesco loyalty by region 2006 138
Table 70: Tesco drivers of loyalty 2006 139
Table 71: Tesco drivers of disloyalty 2006 139
Table 72: Tesco potential change 2006 140
Table 73: Tesco – other retailers used 2006 141
Table 74: Tesco – other music and video stores used (%) 2006 142
Table 75: Virgin Megastores visitor share by region 2006 147
Table 76: Virgin Megastores main user share by region 2006 148
Table 77: Virgin Megastores conversion rates by region 2006 150
Table 78: Virgin Megastores loyalty by region 2006 151
Table 79: Virgin Megastores drivers of loyalty 2006 152
Table 80: Virgin Megastores drivers of disloyalty 2006 152
Table 81: Virgin Megastores potential change 2006 153
Table 82: Virgin Megastores – other retailers used 2006 154
Table 83: Virgin Megastores – other music & video stores used % 2006 155
Table 84: WH Smith visitor share by region 2006 160
Table 85: WH Smith main user share by region 2006 161
Table 86: WH Smith conversion rates by region 2006 163
Table 87: WH Smith loyalty by region 2006 164
Table 88: WH Smith drivers of loyalty 2006 165
Table 89: WH Smith drivers of disloyalty 2006 165
Table 90: WH Smith potential change 2006 166
Table 91: WH Smith – other retailers used 2006 167
Table 92: WH Smith – other music & video stores used (%) 2006 168
Table 93: Woolworths visitor share by region 2006 173
Table 94: Woolworths main user share by region 2006 174
Table 95: Woolworths conversion rates by region 2006 176
Table 96: Woolworths loyalty by region (%) 2006 177
Table 97: Woolworths drivers of loyalty 2006 178
Table 98: Woolworths drivers of disloyalty 2006 178
Table 99: Woolworths potential change 2006 179
Table 100: Woolworths – other retailers used 2006 180
Table 101: Woolworths – other music and video stores used (%) 2006 181
Table 102: Sample sizes by sector 183


LIST OF FIGURES
Figure 1: Share of music & video shoppers (%) 2002-2006 28
Figure 2: Profile of music & video shoppers by gender (%) 2002-2006 29
Figure 3: Profile of music & video shoppers by age bracket (%) 2002-2006 30
Figure 4: Profile of music & video shoppers by socio-economic class 2002-2006 31
Figure 5: Proportion of consumers who shop for music & video by demographics (%) 2006 32
Figure 6: Proportion of consumers who shop for music & video by TV region (%) 2006 33
Figure 7: Concentration of main user share of Top Five music & video retailers 2004 35
Figure 8: Concentration of main user share of Top Five music & video retailers 2005 36
Figure 9: Concentration of main user share of Top Five music & video retailers 2006 37
Figure 10: Average rate of music & video conversion from visitor to main user (%) 2006 39
Figure 11: Rate of conversion from visitors to main users by music & video retailer (%) 2006 40
Figure 12: Music & video – average number of other stores used 2002-2006 41
Figure 13: Music & video – average number of other stores used by retailer 2006 42
Figure 14: Proportion of music & video shoppers that are loyal to their main store (%) 2002-2006 43
Figure 15: Proportion of music & video shoppers that are loyal to their main store by demographic group (%) 2006 44
Figure 16: Proportion of music & video shoppers that are loyal to their main store by retailer (%) 2006 45
Figure 17: Percentage point change in loyalty rates since last year by music & video retailer 2006 46
Figure 18: Proportion of loyal music & video main users identifying drivers of loyalty (%) 2002-2006 47
Figure 19: Amazon visitor share (%) 2002-2006 55
Figure 20: Amazon visitor share by demographic group (%) 2006 55
Figure 21: Amazon main user share (%) 2002-2006 56
Figure 22: Amazon main user share by demographic group (%) 2006 57
Figure 23: Amazon conversion rates (%) 2002-2006 58
Figure 24: Amazon conversion rates by demographic group (%) 2006 58
Figure 25: Amazon loyalty (%) 2002-2006 59
Figure 26: Amazon loyalty by demographics (%) 2006 60
Figure 27: Amazon preference stores (%) 2006 62
Figure 28: Amazon shopping around 2006 63
Figure 29: Asda visitor share (%) 2002-2006 68
Figure 30: Asda visitor share by demographic group (%) 2006 68
Figure 31: Asda main user share (%) 2002-2006 69
Figure 32: Asda main user share by demographic group (%) 2006 70
Figure 33: Asda conversion rates (%) 2002-2006 71
Figure 34: Asda conversion rates by demographic group (%) 2006 71
Figure 35: Asda loyalty (%) 2002-2006 72
Figure 36: Asda loyalty by demographics (%) 2006 73
Figure 37: Asda preference stores (%) 2006 75
Figure 38: Asda shopping around 2006 76
Figure 39: HMV visitor share (%) 2002-2006 81
Figure 40: HMV visitor share by demographic group (%) 2006 81
Figure 41: HMV main user share (%) 2002-2006 82
Figure 42: HMV main user share by demographic group (%) 2006 83
Figure 43: HMV conversion rates (%) 2002-2006 84
Figure 44: HMV conversion rates by demographic group (%) 2006 84
Figure 45: HMV loyalty (%) 2002-2006 85
Figure 46: HMV loyalty by demographics (%) 2006 86
Figure 47: HMV preference stores (%) 2006 88
Figure 48: HMV shopping around 2006 89
Figure 49: Music Zone visitor share (%) 2002-2006 94
Figure 50: Music Zone visitor share by demographic group (%) 2006 94
Figure 51: Music Zone main user share (%) 2002-2006 95
Figure 52: Music Zone main user share by demographic group (%) 2006 96
Figure 53: Music Zone conversion rates (%) 2002-2006 97
Figure 54: Music Zone conversion rates by demographic group (%) 2006 97
Figure 55: Music Zone loyalty (%) 2002-2006 98
Figure 56: Music Zone loyalty by demographics (%) 2006 99
Figure 57: Music Zone preference stores (%) 2006 101
Figure 58: Music Zone shopping around 2006 102
Figure 59: Play.com visitor share (%) 2002-2006 107
Figure 60: Play.com visitor share by demographic group (%) 2006 107
Figure 61: Play.com main user share (%) 2002-2006 108
Figure 62: Play.com main user share by demographic group (%) 2006 109
Figure 63: Play.com conversion rates (%) 2002-2006 110
Figure 64: Play.com conversion rates by demographic group (%) 2006 110
Figure 65: Play.com loyalty (%) 2002-2006 111
Figure 66: Play.com loyalty by demographics (%) 2006 112
Figure 67: Play.com preference stores (%) 2006 114
Figure 68: Play.com shopping around 2006 115
Figure 69: Sainsbury visitor share (%) 2002-2006 120
Figure 70: Sainsbury visitor share by demographic group (%) 2006 120
Figure 71: Sainsbury main user share (%) 2002-2006 121
Figure 72: Sainsbury main user share by demographic group (%) 2006 122
Figure 73: Sainsbury conversion rates (%) 2002-2006 123
Figure 74: Sainsbury conversion rates by demographic group (%) 2006 123
Figure 75: Sainsbury loyalty (%) 2002-2006 124
Figure 76: Sainsbury loyalty by demographics (%) 2006 125
Figure 77: Sainsbury preference stores (%) 2006 127
Figure 78: Sainsbury shopping around 2006 128
Figure 79: Tesco visitor share (%) 2002-2006 133
Figure 80: Tesco visitor share by demographic group (%) 2006 133
Figure 81: Tesco main user share (%) 2002-2006 134
Figure 82: Tesco main user share by demographic group (%) 2006 135
Figure 83: Tesco conversion rates (%) 2002-2006 136
Figure 84: Tesco conversion rates by demographic group (%) 2006 136
Figure 85: Tesco loyalty (%) 2002-2006 137
Figure 86: Tesco loyalty by demographics (%) 2006 138
Figure 87: Tesco preference stores (%) 2006 140
Figure 88: Tesco shopping around 2006 141
Figure 89: Virgin Megastores visitor share (%) 2002-2006 146
Figure 90: Virgin Megastores visitor share by demographic group (%) 2006 146
Figure 91: Virgin Megastores main user share % 2002-2006 147
Figure 92: Virgin Megastores main user share by demographic group (%) 2006 148
Figure 93: Virgin Megastores conversion rates (%) 2002-2006 149
Figure 94: Virgin Megastores conversion rates by demographic group (%) 2006 149
Figure 95: Virgin Megastores loyalty (%) 2002-2006 150
Figure 96: Virgin Megastores loyalty by demographics (%) 2006 151
Figure 97: Virgin Megastores preference stores (%) 2006 153
Figure 98: Virgin Megastores shopping around 2006 154
Figure 99: WH Smith visitor share (%) 2002-2006 159
Figure 100: WH Smith visitor share by demographic group (%) 2006 159
Figure 101: WH Smith main user share (%) 2002-2006 160
Figure 102: WH Smith main user share by demographic group (%) 2006 161
Figure 103: WH Smith conversion rates (%) 2002-2006 162
Figure 104: WH Smith conversion rates by demographic group (%) 2006 162
Figure 105: WH Smith loyalty (%) 2002-2006 163
Figure 106: WH Smith loyalty by demographics (%) 2006 164
Figure 107: WH Smith preference stores (%) 2006 166
Figure 108: WH Smith shopping around 2006 167
Figure 109: Woolworths visitor share (%) 2002-2006 172
Figure 110: Woolworths visitor share by demographic group (%) 2006 172
Figure 111: Woolworths main user share (%) 2002-2006 173
Figure 112: Woolworths main user share by demographic group (%) 2006 174
Figure 113: Woolworths conversion rates (%) 2002-2006 175
Figure 114: Woolworths conversion rates by demographic group (%) 2006 175
Figure 115: Woolworths loyalty (%) 2002-2006 176
Figure 116: Woolworths loyalty by demographics (%) 2006 177
Figure 117: Woolworths preference stores (%) 2006 179
Figure 118: Woolworths shopping around 2006 180