Entertainment centers/armoires
By Furniture Today Staff -- Furniture Today, February 23, 2003
Entertainment centers or entertainment armoires are one of the five products topping furniture shopping lists this year. In 2003, 4.4% of U.S. households — 4.8 million — plan to make an entertainment center purchase. If the industry can give them what they're looking for at the price they plan to pay, entertainment centers could be a nearly $5 billion category. The problem, as with other categories, is to make sure that shoppers turn into buyers. In 2002, 7.4% of households went shopping for an entertainment center, but only 3.9% bought one.
The still popular item has been among the most-purchased furniture product for several years. In 1997, 5.5% of households purchased an entertainment center or armoire; in 2000, 4.4% of households made an entertainment center purchase. In 2002, entertainment centers were bought by 3.9% of households.
Entertainment centers are especially popular with younger households. With their more limited budgets, splurging on a TV, VCR or DVD player and cable or satellite service may take the place of even more expensive evenings out. The entertainment center affords a place to corral the equipment in their often space-limited quarters. Households living in apartments or mobile homes are more likely to be shopping for an entertainment center or an armoire than their brethren in more spacious houses.
Apartment dwellers have budgeted a median of $250, and mobile home dwellers plan to spend a median of $200.
| Percent of households that... | |
|---|---|
| Shopped for an entertainment center/armoire in 2002 | 7.4% |
| Bought an entertainment center/armoire in 2002 | 3.9% |
| Plan to buy an entertainment center/armoire in 2003 | 4.4% |
| Age | % of the 3.9% of households that in 2002 bought | % of the 4.4% of households that in 2003 plan to buy |
| an entertainment center/armoire | ||
| Under 25 | 5% | 6% |
| 25 – 34 | 22% | 26% |
| 35 – 44 | 26% | 25% |
| 45 – 54 | 25% | 23% |
| 55 – 64 | 12% | 13% |
| 65 and over | 10% | 7% |
| Lifestage | % of the 3.9% of households that in 2002 bought | % of the 4.4% of households that in 2003 plan to buy |
| an entertainment center/armoire | ||
| Young singles | 5% | 6% |
| Middle singles | 10% | 12% |
| Older singles | 3% | 3% |
| Young couples | 11% | 11% |
| Working older couples | 14% | 12% |
| Retired older couples | 6% | 5% |
| Young parents | 19% | 21% |
| Middle parents | 12% | 13% |
| Older parents | 18% | 15% |
| Roommates | 2% | 2% |
| Income | ||
| Under $20,000 | 15% | 18% |
| $20,000 – $29,999 | 11% | 11% |
| $30,000 – $39,999 | 10% | 11% |
| $40,000 – $49,999 | 11% | 10% |
| $50,000 – $59,999 | 8% | 10% |
| $60,000 – $74,999 | 14% | 13% |
| $75,000 – $84,999 | 7% | 6% |
| $85,000 – $99,999 | 9% | 7% |
| $100,000 – $124,999 | 7% | 7% |
| $125,000 or more | 8% | 7% |
| Technology | % of the 3.9% of households that bought in 2002 | % of the 4.4% of households that plan to buy in 2003 |
| an entertainment center/armoire | ||
| Own a VHS player | 90% | 88% |
| Own a DVD player | 22% | 18% |
| Have basic cable | 64% | 68% |
| Have premium cable | 29% | 32% |
| Have a satellite service | 19% | 12% |
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