Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Will there be a mass upgrade of TV sets?
- Could the PC finally come to the living room?
- In the mean time, reduce the jargon
Fast Forward Trends
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- Fast forward – an explanation
- Bling, Bling
- Sense of the Intense
Market in Brief
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- Maintaining market growth
- Suppliers continue to innovate
- Internet offering serious competition
- Consumers upgrade to bigger screens
- Future prospects
Internal Market Environment
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- Key points:
- Replacement rates slow
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- Figure 1: When TV sets in household were obtained, 2003-07
- Spend increasing on more expensive sets
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- Figure 2: Cost of TV sets in household, 2003-07
- Which rooms need a television?
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- Figure 3: Location of TV sets in household, 2003-07
- Digital television establishes itself better
- Can high definition broadcasts move the industry forward?
- The Blu-Ray/HD-DVD war doesn’t help
- Gaming: cure or curse to the television industry?
- Demand for LCD screen technology rockets
Broader Market Environment
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- Key points:
- Consumer spending holds up
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- Figure 4: PDI and consumer expenditure, at constant 2002 prices, 2002-12
- Technology and old people
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- Figure 5: Trends and projections in UK population (‘000s), by age group, 2002-12
- More diverse populations
- Household size to limit sales of small TVs
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- Figure 6: Trends and projections in UK households (million), 2002-11
- Environmental Regulation
Competitive Context
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- Key points:
- Does television face stiff competition?
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- Figure 7: Favourite leisure activities, December 2006
- Internet competes for time watching TV
- Watching TV on different screens is on the rise
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- Figure 8: Usage of Internet to visit message boards/community websites, by age, 2005-07
- Increasing amounts of commercial content online
- Portable devices
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points:
- Convergence with computer technology
- Improving picture quality
- Sony – OLED
- Philips – Ambilight/Aurea
- Pioneer – Kuro
- Samsung – Super Clear
- Reinforcing environmental credentials
- Future NPD directions
Market Size and Forecast
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- Key points:
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- Figure 9: UK retail sales of TV sets, by volume, 2002-07
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- Figure 10: UK retail sales of TV sets, by value, at current and constant prices, 2002-07
- The future of the market
- Forecast of small and large screens
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- Figure 11: Forecast for UK retail sales of TV sets, by volume, 2007-12
- HD growth – if channels “trade up”, so will consumers
- Size is important
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- Figure 12: Forecast for UK retail sales of TV sets, by value, at curent prices, 2007-12
- Due to massive price deflation, real growth will be higher
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- Figure 13: Forecast for UK retail sales of TV sets, by value, at constant 2007 prices, 2007-12
- Factors used in the forecast
Market Segmentation
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- Key points:
- Transition to flat screen complete
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- Figure 14: UK retail sales of TV sets, by technology 2005 and 2007
- Screens get bigger
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- Figure 15: UK retail sales of TV sets, by size, 2003-07
- Figure 16: UK retail sales of TV sets, by ‘small’ and ‘large’ screen, 2003-07
Market Share
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- Key points:
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- Figure 17: Estimated UK retail shares of the main TV manufacturers, by value, 2003-07
- Product positioning
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- Figure 18: Typical retail prices for large television (30” or more) from the main TV manufacturers, 2007
Companies and Products
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- Major companies
- Alba plc
- Sony
- JVC (UK) Ltd
- LG Electronics
- Panasonic
- Philips (UK) Ltd
- Toshiba
- Other companies
- Hitachi
- Pioneer (GB) Ltd
- Samsung (UK) Ltd
- Sharp
Brand Elements
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- Brand map
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- Figure 19: Attitudes and usage of television brands, November 2007
- Sony
- Brand background
- What the brand is trying to achieve.
- What the consumer thinks
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- Figure 20: Attitudes towards the Sony, November 2007
- Panasonic
- Brand background
- What the brand is trying to achieve.
- What the consumer thinks
- Performance indicators:
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- Figure 21: Attitudes towards the Panasonic brand, November 2007
- Philips
- Brand background
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards Philips, November 2007
- Toshiba
- Brand background
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards Toshiba, November 2007
- JVC
- Brand background
- What the brand is trying to achieve
- What the consumer thinks
- Performance indicators:
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- Figure 24: Attitudes towards the JVC brand, November 2007
- Grundig
- Brand background
- What the brand is trying to achieve
- What the consumer thinks
- Performance indicators:
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- Figure 25: Attitudes towards the Grundig brand, November 2007
- LG
- Brand background
- What the brand is trying to achieve
- What the consumer thinks
- Performance indicators:
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- Figure 26: Attitudes towards the LG brand, September 2007
- Hitachi
- Brand background
- What the brand is trying to achieve
- What the consumer thinks
- Performance indicators:
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- Figure 27: Attitudes towards the Hitachi brand, November 2007
- Samsung
- Brand background
- What the brand is trying to achieve
- What the consumer thinks
- Performance indicators:
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- Figure 28: Attitudes towards the Samsung brand, November 2007
- Sharp
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 29: Attitudes towards the Sharp brand, November 2007
- Round-up
Brand Communication and Promotion
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- Key points:
- Adspend rising
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- Figure 30: Main monitored media advertising expenditure on TVs, 2003-07
- Adspend highly concentrated
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- Figure 31: Main advertisers in the television market, 2006
Channels to Market
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- Key points:
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- Figure 32: Shares of the UK television market, by retailer type, 2003-07
- Internet develops its role
- Broadband takes hold
- Ranges available online extend
- Encouraging the Internet laggards
- Broader online shopping trends
- Multiple grocers pressure electricals
- Department stores in the picture
Consumer 1 – Buying Behaviour
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- Middle-aged are key to the market
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- Figure 33: Room that most recent television purchase was for, September 2007
- Rental market impacts on younger TV buyers
- Youth mainly buy for the bedroom
- Target males to upgrade their TV sets
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- Figure 34: Time spent on leisure activities, by gender, 2005
- The effect of income on type of TV purchased
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- Figure 35: Reasons for purchasing last television, 2007
- The impact of screen size
- Internet plays a bigger role
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- Figure 36: Source of purchase of televisions, 2007
Consumer 2 – Attitudes towards Television Features
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- Key points:
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- Figure 37: Features considered imporant if consumers were to buy a new TV in the near future, 2007
- Brands matter to a third of consumers
- LCD pushing plasma to the background
- Built-in functions?
- Televisions and computers still seen as separate
Consumer 3 – Further Analysis
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- Key points:
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- Figure 38: Television user sub-groups
- Totally Entertained (18% of consumers)
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- Figure 39: Consumers mentioning brand as an important factor in television choice, 2007
- Brand Watchers (24% of consumers)
- Big-On-Screens (33% of consumers)
- Tuned Outs (26% of consumers)
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Glossary
- Screen size conversions
- Internal market environment
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- Figure 40: Household penetration of TV sets, 2003-07
- Figure 41: Screen size of TV sets in household, 2003-07
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- Figure 42: Type of screen – TV sets in household, 2007
- Figure 43: Features on TV sets in household, 2003-07
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- Figure 44: Location of TV sets in household, 2003-07
- Figure 45: When TV sets in household were obtained, 2003-07
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- Figure 46: Most important factors when buying a TV set, 2003-07
- Figure 47: Cost of TV sets in household, 2003-07
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- Figure 48: Cost of main TV set in household, 2003-07
- Figure 49: Cost of second TV set in household, 2003-07
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- Figure 50: Cost of third TV set in household, 2003-07
- Figure 51: Agreement with selected lifestyle statements, 2003-07
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- Figure 52: Households with satellite/cable/digital TV, 2003-07
- Figure 53: Frequency of watching TV on an average weekday, 2003-07
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- Figure 54: Households with satellite/cable/digital TV, by size of TV screens, 2007 (column %)
- Figure 55: Households with a home cinema system, 2003-07
- Internal market environment
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- Figure 56: UK household sizes as a percentage of the population, 2002-12
- Figure 57: Household penetration of TV sets, 2003-07
- Figure 58: When TV sets in household were obtained, 2003-07
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- Figure 59: Location of TV sets in household, 2003-07
- Competitive context
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- Figure 60: Frequency of watching TV on an average weekday, 2003-07
- Consumer – Buying behaviour
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- Figure 61: Room that most recent television purchase was for, 2007
- Figure 62: Purchase of TVs for the bedroom, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, September 2007
- Figure 63: Room most recent TV was bought for, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, September 2007
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- Figure 64: Main reasons for buying new TV, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, September 2007
- Figure 65: Further reasons for buying new TV, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, September 2007
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- Figure 66: Method of purchase of last TV purchased, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, September 2007
- Consumer – Attitudes towards TV features
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- Figure 67: Consumers motivated by a desire to upgrade their television, by age and income, September 2007
- Figure 68: Consumers mentioning brand as an important factor in television choice, by gender, age and socio-economic group, September 2007
- Figure 69: Consumers mentioning overall look as an important factor in television choice, by gender, age and socio-economic group, September 2007
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- Figure 70: Consumers mentioning the use of TV as a computer monitor as an important factor in television choice, by gender and age, September 2007
- Figure 71: Important features in buying a new TV in the near future, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, September 2007
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- Figure 72: Further important features in buying a new TV in the near future, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, September 2007
- Figure 73: Further important features in buying a new TV in the near future, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, September 2007
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