More than £1 in every £4 worth of entertainment was spent on Amazon.co.uk in the run up to Christmas last year, according to market research.
The online retailer took 26.3% of the entertainment market share according to figures released by Kantar World Panel, for the fourth quarter to December 22, 2013. This indicates a 5.9% increase in its market share in the entertainment category in 2012.
By comparison, supermarkets held a combined overall market share of 33.3%, with Sainsbury’s, Tesco and Asda all recording increases of less than 1%. The share of entertainment in supermarkets increased by 1.2% compared to the same period last year. However, HMV’s overall market share during the period fell from 8.5% to 12.5%.
The gaming sector did particularly well in the last quarter before Christmas, according to the research.
Fiona Keenan, director of strategic vision at Kantar Worldpanel, said the Telegraph“The game did particularly well following the launch of the new Next Gen consoles, claiming 30% of PS4 and Xbox One game sales and earning £10m from winning buyers from other retailers. Over 4m pounds were taken from supermarkets, which did not fare as well in Next Gen game sales despite having a high share of the overall games market.
“It’s a clear sign that consumers still need advice and support when buying technical products and that retailers should try to make the most of this opportunity.”
The Kantar World Panel report said video was the most gifted entertainment product, with “Despicable Me 2”, “Monsters University” and “Breaking Bad” being the most popular gift items.