Is the simple address book still the most important function to consumers?

To what extent is the electronic organiser being threatened by the launch of cheaper and smaller PC's as well as more sophisticated mobile phones?

Many new top end products are 'must haves' to business users, as they offer compatibility both with desktop computers and handheld products.

The overall market for personal and electronic organisers has grown by nearly 90% between 1994 and 1999, and is now worth some £284 million. The diary sector takes up the largest percentage of sales, but electronic organisers have, perhaps unsurprisingly, shown the strongest recent growth. The personal organiser is no longer a niche product, with a diverse range of styles to appeal to many different user groups. There has been a great deal of recent activity in the electronic sector in particular, with the launch of high-end Windows compatible and pen-touch models and low cost databanks, now available for less than £10. In marketing terms, particular emphasis is being placed on effective segmentation of the market into core groups of users, such as children, students and business people. Average prices have fallen as manufacturers target a wider variation of groups and the user base has broadened as a result. The sector has shown strong innovation, with the possibility of overlap with both PCs and increasingly sophisticated mobile phones allowing greater transference of data, but are these products competing with diaries or with other recent electronic models? The top end of the market appeals to business users and offers compatibility with desktop computers and handheld computing products. Yet, as electronic prices come down, will the attraction widen or will paper-based organisers hold their market at their current price, ease of use and wide availability?

Is the simple address book still the most important function to consumers?

To what extent is the electronic organiser being threatened by the launch of cheaper and smaller PC's as well as more sophisticated mobile phones?

Many new top end products are 'must haves' to business users, as they offer compatibility both with desktop computers and handheld products.

The overall market for personal and electronic organisers has grown by nearly 90% between 1994 and 1999, and is now worth some £284 million. The diary sector takes up the largest percentage of sales, but electronic organisers have, perhaps unsurprisingly, shown the strongest recent growth. The personal organiser is no longer a niche product, with a diverse range of styles to appeal to many different user groups. There has been a great deal of recent activity in the electronic sector in particular, with the launch of high-end Windows compatible and pen-touch models and low cost databanks, now available for less than £10. In marketing terms, particular emphasis is being placed on effective segmentation of the market into core groups of users, such as children, students and business people. Average prices have fallen as manufacturers target a wider variation of groups and the user base has broadened as a result. The sector has shown strong innovation, with the possibility of overlap with both PCs and increasingly sophisticated mobile phones allowing greater transference of data, but are these products competing with diaries or with other recent electronic models? The top end of the market appeals to business users and offers compatibility with desktop computers and handheld computing products. Yet, as electronic prices come down, will the attraction widen or will paper-based organisers hold their market at their current price, ease of use and wide availability?

Personal and Electronic Organisers examines the market in the UK for diaries for business and personal use, telephone address books and personal organisers. With the supply structure varying by product area and within the specialist sector, this report looks at outlets and the availability of the varying goods. Is the simple address book still the most important function, though? This report asks consumers which products they buy and what they consider the most important aspects in their daily lives.A Personal and Electronic Organisers determines consumer attitudes towards both paper-based and electronic organisers and what they are best used for, looking at the dominant brands and their market share for each sector. Examining the role of advertising and perception of innovation to the consumer, Personal and Electronic Organisers looks at future prospects for the market and marketing emphasis.

Other Mintel reports of relevance to this market include:

- Greetings Cards, Market Intelligence, June 1999

- PC Hardware, Market Intelligence, December 1998

- PC Software, Market Intelligence, November 1998

- Personal Stationery, Market Intelligence, May 1998.

Should you require more information about this particular report, please contact the Mintel information team on +44 (0)20 7606 6000 or email them at info@mintel.com.