Advanced storage battery market from hybrid electric vehicles to cell phones

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Advanced Storage Battery Market: from Hybrid/Electric Vehicles to
Cell Phones

March 1, 2009

Whether it is a battery for the latest laptop, energy storage for a hybrid electric vehicle,
or backup power for a remote telecommunications site, everyone wants a battery that
has the highest energy density, best safety factor, and longest life in term of discharge
cycles and ease of maintenance while still being environmentally friendly. These are the
drivers behind rechargeable battery research around the world today. Rechargeable
batteries, also known as storage batteries, are a continuing strong market, with
worldwide sales of $36 billion in 2008. The rechargeable battery market will rise to $51
billion by 2013.

Lithium-ion is the battery chemistry of choice for future generations of portable
electronics and hybrid and plug-in hybrid electric vehicles. In 2008, lithium-ion battery
research had more funding than all other battery technologies combined.
Nanotechnology and chemistry advances in electrode design are the key research
topics that companies are using to push lithium-ion to be the dominant energy storage
technology in the future.

The portable rechargeable battery market, of which lithium-ion has a 75% share, is the
fastest growing segment of the rechargeable battery market, showing world market
growth of 20% in 2008. Nickel-cadmium (Ni-Cd) batteries, still important for power tools
and back-up systems, will decline rapidly in market share by 2013 due to stricter
environmental controls on cadmium. And Ni-MH will see its market share slowly erode
due to increasing lithium-ion market share and new silver-zinc and nickel-zinc
rechargeable battery chemistries that are coming to market.

But despite the growing portable rechargeable battery market share, tried and true lead-
acid battery technology continues to head rechargeable battery sales with a U.S.
rechargeable battery market share of 79% in 2008. Current research using carbon
based cathodes means that we will see lead acid batteries hold their traditional
stronghold markets of automotive, industrial, and telecommunications backup markets.

Ni-MH hybrid vehicle batteries, which accounted for 1.7% of the world rechargeable
battery market in 2008, will grow to hold 4.2% of market share by 2013 and will be
shared by Ni-MH and lithium-ion batteries. Large scale batteries, particularly sodium

sulfur (NaS), will grow from a $235 million per year market to $900 million a year in
2013 on the growth of increased renewable energy power generation.

There are other possibilities on the energy storage horizon such as ultracapacitors and
fuel cells. But the reality of the next five years is that rechargeable batteries will continue
to be the energy storage system of choice for portable electronics and power tools, as
well expand new markets in motor vehicles and large scale renewable energy systems.

Advanced Rechargeable Battery Market: Emerging Technologies and Trends
Worldwide contains comprehensive data on the U.S. and world market for storage
batteries, including historical (2002-2008) and forecast (2009-2013) market size data.
The report identifies key factors driving battery research, trends affecting the
marketplace and market growth, and profiles major marketers and consumer
demographics.

Report Methodology

The information in Advanced Rechargeable Battery Market: Emerging Worldwide
Trends and Opportunities is based on data from the U.S. Department of Commerce, the
U.S. Census Bureau, the United Nations Statistics Division, and official census
information from Japan, South Korea, Mexico and the United Nations ComTrade
database. Other information comes from trade associations such as Battery Council
International, business journals, company literature and websites, and research
services such as Simmons Market Research Bureau. Trends and recent developments
in the industry come directly from personal interviews with key players in manufacturing,
sales, and research and development of rechargeable batteries.

What You’ll Get in This Report

Worldwide provides a concise, focused look on the world of rechargeable batteries as it
exists today, and shows where battery technology is moving towards in the next five
years. The report highlights key players in the industry and pinpoints ways current and
prospective competitors can capitalize on recent trends and spearhead new ones. No
other market research report provides both the comprehensive analysis and extensive
data that Advanced Rechargeable Battery Market: Emerging Technologies and Trends
Worldwide offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and
practical charts, tables and graphs.

How You’ll Benefit from this Report

If your company is already doing business in the rechargeable battery market, or is
considering making the leap, you will find this report invaluable, as it provides a
comprehensive package of information and insight not offered in any other single
source. You will gain a thorough understanding of the current market for all types of

storage batteries, as well as projected markets and trends through 2013.

This report will help:

Marketing managers identify market opportunities and develop targeted
promotion plans for storage batteries.
Research and development professionals stay on top of competitor initiatives
and explore demand for current storage batteries and new emerging storage
battery products.
Advertising agencies working with clients in the banking and retail industries
understand the product buyer to develop messages and images that compel
consumers to buy storage batteries.
Business development executives understand the dynamics of the market and
identify possible partnerships.
Information and research center librarians provide market researchers, brand
and product managers and other colleagues with the vital information they need
to do their jobs more effectively.

Additional Information

Market Insights: A Selection From The Report

Emerging Large Scale Battery TechnologiesInvestor Drew Clark of IBM’s Venture
Capital Group has stated, “Increasingly, smart VC money is going to Smart Grid.” Smart
energy grids use computer networking types of design and architecture to manage a
country’s power grid. If smart grids truly are becoming a notable cause, then the energy
storage systems that go with them are also going to be getting some serious attention.
And if that is the case, it is the large scale storage systems that can scale themselves
from the home sized application to the power plant size application that will have the
most chance of catching the eye of investors.

NGK insulators out of Japan manufacture high temperature sodium-sulfur (NaS)
batteries for power plant load-leveling applications. High temperature nickel chloride
(ZEBRA) batteries are produced by MES-DEA S.A. of Switzerland for hybrid vehicles,
but they only produced 2000 batteries a year as of 2007. Both NaS and ZEBRA
batteries are already in production in reasonable quantities with enough history that they
can be considered proven technologies. Despite this advantage, they are currently
virtually ignored in the U.S.

U.S. Government Funding in Rechargeable Battery Technologies
U.S. Government Department of Energy (DOE) funding is through two different

departments; the Office of Energy Efficiency & Renewable Energy (EERE) and the
Office of Electricity Delivery & Energy Reliability (OE). For the U.S in 2008, lithium-ion
chemistries received ten times the amount of government research funding than other
battery chemistries combined.

The Battery Landscape of 2013
Lithium-ion and lead-acid batteries will each continue to be the dominant battery
chemistry in their respective regimes; lead-acid for automotive and industrial
applications and lithium-ion for portable applications. By 2013, you will see more and
more lead-carbon lead-acid batteries, as much as 20% of the lead-acid market. SBI
predicts that mixed oxide cathodes will be the dominant type of cathode used for
portable electronics lithium-ion batteries. Overall, lithium-ion batteries will see a 75%
percent increase in energy density for the battery chemistry from 2008 to 2013. Hybrid
vehicles will still predominantly use Ni-MH batteries in 2013, but lithium-ion technology
using LFP or mixed oxide cathodes and newer separators within the battery will finally
be durable enough to survive the conditions expected by automotive manufacturers. By
2013 SBI estimates that 10% of the hybrid vehicles sold will be using these lithium-ion
chemistries. SBI predicts that silver-zinc rechargeable batteries will take over some of
the laptop and cellular phone battery market for those who need the absolute longest
runtime for their laptops and cellular phones.

In the News

Rechargeable Batteries Market Energized by Forecasts of Strong Growth

New York, March 9, 2009 - Whether it is a battery for a hybrid or electric vehicle, the
latest laptop, or backup power for a remote telecommunications site, everyone wants a
battery that has the highest energy density, best safety factor, and longest life in term of
discharge cycles and ease of maintenance while still being environmentally friendly.

These are the drivers behind rechargeable battery research around the world today,
notes industrial market research publisher SBI in the brand-new report, Advanced
Rechargeable Battery Market: Emerging Worldwide Trends and Opportunities.
Rechargeable batteries, also known as storage batteries, are a continuing strong
market, with worldwide sales of $36 billion in 2008. SBI forecasts that the rechargeable
battery market will rise to $51 billion by 2013.

Lithium-ion is the battery chemistry of choice for future generations of portable
electronics and hybrid and plug-in hybrid electric vehicles. In 2008, lithium-ion battery
research had more funding than all other battery technologies combined. The portable
rechargeable battery market, of which lithium-ion has a 75% share, is the fastest
growing segment of the rechargeable battery market, showing world market growth of
20% in 2008.

The next five years will see rechargeable batteries continue to be the energy storage
system of choice for portable electronics and power tools, as well as expand into new
markets in motor vehicles and large scale renewable energy systems. “Lithium-ion is
the battery chemistry blazing the trail for the reality of electric cars on the road—rather
than concept cars on the showroom floor,” said Shelley Carr, SBI associate publisher.

Worldwide contains comprehensive data on the U.S. and world market for storage
batteries, including historical (2002-2008) and forecast (2009-2013) market size data.
The report identifies key factors driving battery research, trends affecting the
marketplace and market growth, and profiles major marketers and consumer
demographics.

About SBI

SBI (Specialists in Business Information) publishes research reports in the industrial,
energy, building/construction, automotive/transportation and packaging markets. SBI
also offers a full range of custom research services.

TABLE OF CONTENTS

Chapter 1: Executive Summary
Scope
Methodology
The Market
The World Rechargeable Battery Market in 2008
Figure 1-1: World Secondary Battery Market, 2004-2008 (in billions of dollars)
Figure 1-2: Rechargeable Battery Market Share by Battery Chemistry, 2008 (percent)
The U.S. Rechargeable Battery Market Tops $8 Billion in 2008
Figure 1-3: U.S. Rechargeable Battery Market, 2002-2008 (in billions of dollars)
Table 1-1: U.S. Primary and Secondary Battery Markets, 2002-2008 (in millions of dollars)
Countries That Manufacture Rechargeable Batteries
Figure 1-4: Countries Importing Rechargeable Batteries to the U.S., 2008 ( percent)
Market Trends

The Top Rechargeable Battery Manufacturing Companies of 2008
Figure 1-5: Manufacturers of Lead-Acid Storage Batteries by Battery Revenue, 2008 (percent)
Figure 1-6: Manufacturers of Portable Rechargeable Batteries by Battery Revenue, 2008 (percent)
The Dominance of Lithium-Ion Imports for the U.S. Market
The Dominance of Lithium-ion Batteries in Portable Electronics
Hybrid Vehicles Sales in the U.S
Figure 1-7: Battery Manufacturer Market Share for Hybrid Vehicle Ni-MH Batteries, 2008 (percent)
Battery Manufacturing Costs
Figure 1-8: U.S. Battery Manufacturing Producer Price Indexes: Primary & Secondary Batteries, 1998-
2008 (index)
Rechargeable Battery Development Costs
Battery Environmentalism
Figure 1-9: RBRC Collection of Portable Rechargeable Batteries, 2001-2008 (in millions of pounds)
Battery Safety
Dawn of a New Era for Lithium-Ion in the U.S
Emerging Rechargeable Battery Technologies
Emerging Lithium-Ion Cathode Technologies
Table 1-2: Energy Density and Cost of Different Lithium-Ion Cathodes, 2002-2008 (in millions of dollars)
Emerging Lithium-Ion Anode Technologies
Emerging Non-Lithium Battery Technologies
Emerging Large Scale Battery Technologies
Figure 1-10: Department of Energy Secondary Battery Funding Structure, 2008
U.S. Hybrid and Plug-In Hybrid Vehicle Research
Table 1-3: Lithium-ion Capability Against USABC/FreedomCAR HEV Requirements, 2008
Battery research around the world

Consumer Trends
Retail Sales of Rechargeable Batteries Only a Small Fraction of the Market
OEM Portable Rechargeable Battery Usage in U.S. Homes
Figure 1-11: U.S. Ownership of Laptops, Cell Phones, Cordless Phones & Media Players by Percentage
of Adult Population, 2004-2008
OEM Lead-Acid Rechargeable Battery Usage in U.S. Homes
Figure 1-12: U.S. Ownership of Vehicles by Percentage of Adult Population, 2004-2008
The Battery Landscape of 2013
World and U.S. Battery Market Forecast to 2013
Figure 1-13: World Rechargeable Battery Market Forecast, 2009-2013 (in billions of dollars)
Figure 1-14: U.S. Rechargeable Battery Market Forecast, 2009-2013 (in billions of dollars)

Chapter 2: Battery Primer
Parts of a battery
Basic Battery Terminology
Table 2-1: Important Rechargeable Battery Characteristics
Current Rechargeable Battery Types
Figure 2-1: Performance of Several Types of Batteries
Lead-Acid Chemistries
Nickel Based Chemistries
Nickel Cadmium Batteries (Ni-Cd)
Nickel Metal Hydride Batteries (Ni-MH)
Lithium-Ion Based Chemistries
Lithium Cobalt Oxide Electrode (LCO)
Lithium Manganese Spinel Electrode (LMS)
Lithium Metal Phosphate (LMP)
Lithiated Mixed Oxide Cathodes (NCA and NCM)
Lithium-Ion Polymer

Large Scale Batteries
Flow Batteries
High Temperature Sodium Batteries

Chapter 3: The Market
Scope of the Report
Methodology
The World Rechargeable Battery Market
Figure 3-1: World Secondary Battery Market, 2004-2008 (in billions of dollars)
Figure 3-2: Rechargeable Battery Market Share by Battery Chemistry, 2008
The Top Rechargeable Battery Manufacturing Countries
Countries That Import Batteries to the U.S.
Table 3-1: Top Rechargeable Battery Import Countries to the United States, 2002-2008 (in millions of
dollars)
U.S. Battery Market
Figure 3-3: U.S. Battery Market, 2002-2008 (in billions of dollars)
Table 3-2: U.S. Battery Shipments, Imports & Exports, 2002-2008 (in millions of dollars)
Figure 3-4: Share of U.S. Battery Market by Category, 2008 (percent)
Rechargeable Batteries Gaining Ground
Figure 3-5: U.S. Rechargeable Battery Market, 2002-2008 (in billions of dollars)
Table 3-3: U.S. Primary and Secondary Battery Markets, 2002-2008 (in millions of dollars)
U.S. Lead-Acid Battery Market
Figure 3-6: U.S. Lead-Acid Battery Market, 2002-2008 (in billions of dollars)
Table 3-4: U.S. Lead-Acid Battery Shipments, Imports & Exports, 2002-2008 (in millions of dollars)
Figure 3-7: U.S. Lead-Acid Battery Shipments, 2002-2008 (in billions of dollars)
U.S. Ni-Cd Battery Market
Table 3-5: U.S. Ni-Cd Battery Imports and Exports, 2002-2008 (in millions of dollars)
U.S. Lithium-ion and Ni-MH Battery Market

Figure 3-8: U.S. Lithium-Ion and Ni-MH Battery Imports, 2002-2008 (in billions of dollars)
Table 3-6: U.S. Rechargeable Battery Imports and Exports (Excluding Lead-Acid & Ni-Cd), 2002-2008
(in millions of dollars)
Figure 3-9: U.S. Portable Computer and Cellular Phone Imports, 2002-2008 (in millions of units)
Large Scale Battery Market
Hybrid vehicle market
Figure 3-10: U.S. Hybrid Vehicle Sales, 2000-2008 (in thousands of vehicles sold)
World Rechargeable Battery Market Forecast to 2013
Figure 3-11: World Rechargeable Battery Market Forecast, 2009-2013 (in billions of dollars)
Figure 3-12: Rechargeable Battery Market Share by Battery Chemistry, 2013 (percent)
U.S. Rechargeable Battery Market Forecast to 2013
Figure 3-13: U.S. Battery Market Forecast, 2009-2013 (in billions of dollars)
Table 3-7 U.S. Rechargeable Battery Market Forecast by Battery Type, 2009-2013 (in millions of dollars)
Figure 3-14: U.S. Rechargeable Battery Market Forecast, 2009-2013 (in billions of dollars)

Chapter 4: Market Trends
The Global Economic Slowdown
Figure 4-1: Historical and Forecasted U.S. Real GDP, 2004-2013 (Percentage Change)
The Dominance of Lithium-Ion Imports for the U.S. Market
Figure 4-2: U.S. Rechargeable Battery Imports and Exports (Excluding Lead-Acid & Ni-Cd), 2002-2008
(in millions of units)
The Dominance of Lithium-ion Batteries in Portable Electronics
The Energy Density Factor
Figure 4-3: Thickness of Apple’s iPod Classic by iPod Generation, 2001-2007 (thickness in inches)
Standardized Sizing for Lithium-Ion Cells
Portable Electronics Are Everywhere
Figure 4-4: U.S. Portable Computer Imports and Exports, 2002-2008 (in millions of units)
Lithium-Ion Taking Over in the Cordless Power Tools Market

Hybrid Vehicles
Panasonic EV Dominates the HEV Battery Market
Figure 4-5: Battery Manufacturer Market Share for Hybrid Vehicle Ni-MH Batteries, 2008 (percent)
Auto Makers and Battery Makers Pair Up
Table 4-1: Automobile/Lithium-Ion Battery Hybrid Vehicle Manufacturing Relationships, 2008
The (Slow) Adoption of Lithium-Ion for Hybrid and Electric Vehicles
Lead-Acid Battery Trends
SLI Lead-Acid Battery Trends
Figure 4-6: U.S. Import and Export Unit Volumes of SLI Lead-Acid Batteries, 2002-2008 (in millions of
units)
Table 4-2: Breakdown of U.S. Import and Export Unit Volumes of SLI Lead-Acid Batteries, 2002-2008 (in
thousands of units)
Industrial Batteries
Figure 4-7: U.S. Import and Export Unit Volumes of Non-SLI Lead-Acid Batteries, 2002-2008 (in millions
of units)
Table 4-3: Breakdown of U.S. Import and Export Unit Volumes of Non-SLI Lead-Acid Batteries, 2002-
2008 (in thousands of units)
Ni-Cd Battery Trends
Ni-MH Battery Trends
Large Scale Battery Trends
Understanding Rechargeable Battery Costs
U.S. Battery Manufacturing Producer Price Index
Figure 4-8: U.S. Battery Manufacturing Producer Price Indexes: Primary & Secondary Batteries, 1998-
2008 (index)
Figure 4-9: U.S. Battery Manufacturing Producer Price Indexes for Different Secondary Battery Types,
1998-2008 (index)
Metal Prices
Figure 4-10: Prices of Metals Used in Secondary Battery Manufacturing (Indexed to 2000), Yearly
Average 2000-2008 (index)

Figure 4-11: Prices of Metals Used in Secondary Battery Manufacturing (Indexed to 2000), Monthly
Average April 2007-November 2008 (index)
Foreign Lithium: The New Foreign Oil?
The Price of Research
Manufacturing Costs
Batteries Going Green
Manufacturing Legislations
Recycling
Figure 4-12: RBRC Collection of Portable Rechargeable Batteries, 2001-2008 (in millions of pounds)
The Rise of Safety as a Consideration for Rechargeable Batteries
The Great Sony Battery Recall(s)
Plane Fires and the New DOT Regulations for Transporting Lithium-Ion by Air
Rechargeable Battery Counterfeiting
Other Important Events in the Battery world
American Recovery and Reinvestment Act of 2009
Advanced Technology Vehicles Manufacturing Loan Program (ATVM)
National Advanced Transportation Battery Cell Manufacture Alliance

Chapter 5: Emerging Technologies
Figure 5-1: Department of Energy Secondary Battery Funding Structure, 2008
Government Funded Battery Laboratories
Lithium-Ion Battery Government Research Funding
Other (Non-Lithium-Ion) Battery Government Research Funding
Figure 5-2: Department of Energy Secondary Battery Funding, 2008 (in millions of dollars)
Key Secondary Battery Research Companies
Emerging Lithium Battery Technologies
Nanotechnology Providing New Lithium-Ion Battery Chemistries

Secondary Battery Nanotechnology highlights
Emerging Lithium-Ion Cathode Technologies
Table 5-1: Energy Density and Cost of Different Lithium-Ion Cathodes, 2002-2008 (in millions of dollars)
Lithiated Mixed Oxide Cathodes (NCA and NCM)
Lithium Iron Phosphate Cathodes
Emerging Lithium-Ion Anode Technologies
Amorphous Tin Anode
Lithium Titinate Anode
Silicon Based Anodes
Emerging Lithium-Ion Separator Technologies
Lithium-Ion Polymer Research
Emerging Non-Lithium Battery Technologies
Nickel Zinc (Ni-Zn)
Silver-Zinc
Lithium-Sulfur
Carbon Foam Lead-Acid
Metal-Air cell design
Bio-Battery
Other (Non-Battery) Energy Storage Technologies
Fuel Cells
Flywheels
Ultracapacitors
Hybrid Batteries
Battery Research Around the world
Europe

China
Japan
Important Recent Milestones for Battery Technology
Progress on FreedomCAR’s HEV and PHEV Goals
Table 5-2: Lithium-ion Capability Against USABC/FreedomCAR HEV Requirements, 2008
The Battery Technology Landscape of 2013

Chapter 6: Competitor Profiles
Figure 6-1: Breakdown of Largest Manufacturers of Storage Batteries by Battery Revenue, 2008
(percent)
Lead-Acid Batteries
Figure 6-2: Manufacturers of Lead-Acid Storage Batteries by Battery Revenue, 2008 (percent)
Portable Rechargeable Batteries
Figure 6-3: Manufacturers of Portable Rechargeable Batteries by Battery Revenue, 2008 (percent)
Table 6-1: Lithium-Ion Cell Production of Top Category Companies, 2008 (in millions of cells per month)
Acquisitions, Mergers and Joint Ventures
The Merging of Giants: Panasonic and SANYO
Johnson Controls Teams Up With Saft
Consolidation in the Lead-Acid Market
Johnson Controls
Overview
Performance
Figure 6-4: World JCI Power Solutions Segment Revenue, FY2004-2008 (in billions of dollars)
Figure 6-5: Breakdown of JCI Power Solutions Revenue by Region, FY2008 (percent)
Research & Development
Product Portfolio
Table 6-2: Johnson Controls Rechargeable Battery Product Portfolio, 2008

Significant Developments
Exide Technologies
Overview
Performance
Figure 6-6: Exide Technologies World Battery Revenue, FY2006-2009 (in billions of dollars)
Table 6-3: Exide Technologies World Battery Revenue by Business Segment, FY2005-2009 (in millions
of dollars)
Product Portfolio
Table 6-4: Exide Technologies Lead-Acid Battery Product Portfolio, 2008
Significant developments
EnerSys
Overview
Performance
Table 6-5: EnerSys Inc. World Battery Revenue by Business Segment, FY2005-2009 (in millions of
dollars)
Product Portfolio
Table 6-6: EnerSys Inc. Rechargeable Battery Product Portfolio, 2008
SANYO Electric
Overview
Figure 6-7: Breakdown of SANYO Total Revenue by Region, FY2007 (percent)
Performance
Figure 6-8: SANYO Electric Co. Ltd. World Battery Revenue, FY2004-2008 (in billions of dollars)
Product Portfolio

Table 6-7: SANYO Rechargeable Battery Product Portfolio, 2008
Sony Corporation
Overview
Performance
Figure 6-9: Sony Corporation World Components Category Revenue, FY2004-2008 (in billions of dollars)
Product Portfolio
Table 6-8: Sony Rechargeable Battery Product Portfolio, 2008
Samsung SDI
Overview
Performance
Figure 6-10: World Samsung SDI Energy Segment Revenue, FY2004-2008 (in billions of dollars)
Product Portfolio
Panasonic Corporation
Overview
Performance
Table 6-9: Panasonic Corporation Worldwide Total Sales and Net Income, FY2005-2009 (in billions of
yen)
Figure 6-11: Panasonic Corporation World External Battery Sales, FY2005-2009 (in billions of dollars)
Product Portfolio
Table 6-10: Panasonic Corporation’s Rechargeable Battery Product Portfolio, 2008

Players in Battery Development
A123Systems
Altair Nanotechnologies
Firefly Energy
NGK Insulators
Other Ranking Manufacturers of Rechargeable Batteries
Table 6-11: Other Ranking Manufacturers of Lead-Acid Storage Batteries, 2008
Table 6-12: Other Ranking Manufacturers of Lithium-Ion and Ni-MH Storage Batteries, 2008
Dominant U.S. Exporting Battery Producing Countries
Overview
Figure 6-12: Countries Importing Rechargeable Batteries to the U.S., 2008 (percent)
Figure 6-13: Storage Battery Imports by Type to U.S. Market, 2008
Japan
Table 6-13: Japan’s World Export and Import Trade Statistics for Secondary Batteries, 2003-2008 (in
millions of dollars)
China
Table 6-14: China’s World Export and Import Trade Statistics for Secondary Batteries, 2002-2008 (in
South Korea
Table 6-15: Republic of Korea’s World Export and Import Trade Statistics for Secondary Batteries, 2002-
2008 (in millions of dollars)
Mexico
Figure 6-14: Mexico’s Storage Battery Imports by Type to U.S. Market, 2008 (percent)
Table 6-16: Mexico’s World and US Export Trade Statistics for Lead-Acid Batteries, 2002-2008 (in
The Dominant U.S. Export Markets
Figure 6-15: U.S. Storage Battery Exports by Country, 2008 (percent)

Figure 6-16: U.S. Storage Battery Exports by Type, 2008 (percent)
Canada
Table 6-17: US Export Trade to Canada for Secondary Batteries, 2002-2008 (in millions of dollars)

Chapter 7: Consumer Use
Note on Simmons Market Research Bureau Consumer Data
Consumer Confidence Index at an All Time Low
Primary Batteries Still Dominate the Home Market (But Not By Much)
Figure 7-1: IRI-Tracked U.S. Primary Battery and Retail Rechargeable Battery Sales, 2003- 2008 (in
Rechargeable Batteries in the Home
Figure 7-2: U.S. Household Penetration of Batteries by Year, 2004-2008 (percent)
Brand Penetration for Retail Rechargeable Batteries
Table 7-1: IRI-Tracked U.S. Retail Rechargeable Battery Sales by Manufacturer, 2003-2008 (in millions
of dollars)
OEM Rechargeable Battery Usage in U.S. Homes
Figure 7-3: Portable Rechargeable Battery Use by Market Segment, 2007 (percent)
Figure 7-4: U.S. Ownership of Laptops, Cell Phones, Cordless Phones & Media Players by Percentage
of Adult Population, 2004-2008.
Lead-Acid Battery Usage in the Home
Figure 7-5: U.S. Ownership of Vehicles by Percentage of Adult Population, 2004-2008.
Portable Electronics Demographics
Figure 7-6: Percentage of Each U.S. Age Demographic that Owns Laptops, Cell Phones, Cordless
Phones & Media Players, 2008
Figure 7-7: Percentage of Each U.S. Income Demographic that Owns Laptops, Cell Phones, Cordless
Phones & Media Players, 2008
Cellular Phone Ownership in the U.S
Table 7-2: Demographic Indicators and Resistors for Cellular Phone Ownership in the U.S., 2008 (index)
Notebook PC Ownership in the U.S.

Table 7-3: Demographic Indicators and Resistors for Notebook PC Ownership in the U.S., 2008 (index)
Portable Media Player Ownership in the U.S.
Table 7-4: Demographic Indicators and Resistors for Portable Media Player Ownership in the U.S., 2008
(index)
Cordless Phone Ownership in the U.S
Table 7-5: Demographic Indicators and Resistors for Cordless Phones Bought in the last 12 Months in
the U.S., 2008 (index)
Retail Rechargeable Battery Demographics
Table 7-6: Demographic Indicators and Resistors for Purchasing Rechargeable Batteries in the U.S.,
2008 (index)
Lead-Acid Battery Demographics
Car/Pickup/SUV Ownership in the U.S.
Table 7-7: Demographic Indicators and Resistors for Individuals Who Own Two Car/Pickup/SUVs in the
U.S., 2008 (index)
ATV Ownership in the U.S.
Table 7-8: Demographic Indicators and Resistors for ATV Ownership in the U.S., 2008 (index)
Motorcycle Ownership in the U.S
Table 7-9: Demographic Indicators and Resistors for Motorcycle Ownership in the U.S., 2008 (index)
Hybrid Vehicle Use in the U.S.
Table 7-10: Demographics of Prius Owners in the U.S., 2008 (index and percent)
The Evolution of Green in Rechargeable Batteries
Recycling Effectiveness
Figure 7-8: Percentage of U.S. Adult Population That Recycles & Total Weight of Recycled Portable
Rechargeable Batteries, 2004-2008
Figure 7-9: Percentage of Each Age Demographic that Recycle Batteries, 2008
Table 7-11: Demographic Indicators and Resistors for Battery Recycling, 2008 (index)
Green is Affecting How Consumers Purchase Rechargeable Batteries

Appendix A: List of Acronyms

Appendix B: Selected Secondary Battery Manufacturers

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Advanced storage battery market from hybrid electric vehicles to cell phones

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