twice connect

Consumer Audio Sales Decrease By 13% For Year Ending June '95

Consumer expenditures for home audio products including cassette tape players, CD players, stereo receivers, and stereo rack systems totaled $1.9 billion for the 12 months ending June 30, 1995, down nearly 13% compared to the same period a year ago, according to the TWICE/Scout Report developed by The Polk Company.

Although the overall home audio category was down, sales of CD players increased slightly. Dollar volume sales of CD players rose nearly 3% to $576 million. About 2.6 million units were purchased at retail during the time period, according to the report. Sony led all brands with unit volume share of 25.8%, which was down from 29.7% a year ago. Pioneer's share held steady at 11.6%. Technics was third with share of 8.2%, an increase of over 1 share point compared to the same period last year. Other brands that experienced unit volume share increases compared to the previous year included Kenwood (from 5.1 % to 7.0%), RCA (from 5.4% to 6.2%) and Fisher (from 2.2% to 3.4%). The average price paid by consumers for a CD player was $223. This compares to $218 for the same 12-month period ending last June. The average price ranged from a high of $352 for Fisher to a low of $158 for RCA.

The cassette tape player market suffered from a 20% dollar volume sales decline during the study period. Consumer expenditures totaled $214.4 million on sales of 1.15 million units.

Sony, with unit volume share of 23.4%, outsold the next closest competitor by a factor of over 2-to-1. Pioneer and Kenwood were second and third with share of 11.3% and 6.3%, respectively. Brands that benefited from gains in market share included Kenwood (up 2.2 share points) and Teac (up 3.7 points). Consumers paid an average price of $185. This was down from $198 a year ago. Sony also led all brands in average retail price paid ($236).

Total retail sales of stereo receivers were 1.42 million units, down slightly from 1.47 million units a year ago. Consumers spent nearly $435 million during the period, a decline of $40 million compared to the 12 months ending on June 30, 1994. Sony (unit volume share of 24.2%), Pioneer (17%), and JVC (10.6%) were the top three selling brands combining to account for over half of unit sales for the entire category. Average retail prices ranged from a low of $255 for JVC to a high of over $400 for Onkyo and Yamaha. The overall average for the category was $304.

Unit sales of stereo rack systems for the period were 1.21 million units, down from 1.54 million units compared to the same period a year ago. Sony led all brands in unit volume sales with share of 20.7%. Pioneer and Soundesign were second and third with share of 8.6% and 7.2% respectively. Fisher dropped to fourth (7%). Total expenditures were $671 million. The average price paid by consumers was $554, virtually unchanged compared to a year ago. Average prices ranged from a high of $948 for Technics to a low of $322 for Soundesign.
ProSource Meeting Filled With Optimism

San Antonio — Optimism reigned at ProSource’s

Ingram Draws 500 To Spring Vendor Expo

Scottsdale, Ariz. — Ingram Micro Consumer

CEA Holds ’14 Digital Patriots Dinner

Washington — CEA held its annual Digital Patriots’

8 Technology Accessories For a Greener Earth

An Earth Day review of Earth-friendly products, by

BrandSource Shows Diverse Product Selection

BrandSource’s Summit show at the Marriott World

Scenes From Toy Fair

By Lisa Johnston

ADL Honors Morales, Bilas, Paull, Weedfald At Annual Dinner

New York — The Anti-Defamation League’s National