Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Volume forecast of televisions, 2006-16
- Figure 2: Value forecast of televisions, 2006-16
- Market factors
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- Figure 3: CPI for all items vs. CPI for ‘Equipment for the Reception, Recording and Reproduction of Sound and Pictures’, July 2005-July 2011
- Companies, brands and innovation
- The consumer
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- Figure 4: Television set upgrade intention in the next 12 months, by age of primary television set in the home, July 2011
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- Figure 5: Attitudes towards television sets, July 2011
- What we think
Issues in the Market
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- Do consumers want 3DTV?
- Will computers and mobile devices replace the television set?
- How can electronics retailers attract more custom?
- Can consumers be convinced that extended warranties for TVs are worth buying?
Future Opportunities
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- Trend: Experience is All
- Trend: Prepare for the Worst
Internal Market Environment
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- Key points
- HDTV ownership
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- Figure 6: HDTVs, HDTV service, and Blu-ray player penetration, July 2008-July 2011
- 3DTV ownership
- TVs in the home are getting larger
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- Figure 7: Trends in screen size of TVs in the household, 2009-10
- LCD is the most popular screen type
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- Figure 8: Trends in type of TV screen, 2006-10
Broader Market Environment
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- Key points
- Fragile economic recovery
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- Figure 9: GDP quarterly percentage change, Q1 2004-Q2 2011
- Interest rates to remain low despite inflation
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- Figure 10: UK Inter-bank, three-month rate+ and selected UK bank rates*, January 2001-July 2011
- Low consumer confidence to continue
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- Figure 11: GFK NOP Consumer Confidence Index, January 1988-July 2011
- A note on inflation for televisions
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- Figure 12: CPI for all items vs. CPI for ‘Equipment for the Reception, Recording and Reproduction of Sound and Pictures,’ July 2005-July 2011
Competitive Context
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- Key points
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- Figure 13: Trends in the number of TVs in the household, 2006-10
- Computers
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- Figure 14: Activities for which the only/most recently purchased computer is used, 2010
- Smartphones
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- Figure 15: Activities performed at least occasionally via mobile internet on mobile phones in the last 12 months, 2010*
- Game consoles
- Static game consoles
- Portable game consoles
Who’s Innovating?
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- Key points
- ‘Appification’ of televisions
- Pushing 3D content to sell 3DTVs
- Developments in 3D glasses
- Connectivity with other home electronics
- New screen technologies
- Promotions via augmented reality (AR)
Market Size and Forecast
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- Key points
- Fragile economy dampens sales of television sets
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- Figure 16: Value and volume sales of televisions, 2006-16
- Market size by features
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- Figure 17: Television value and volume sales, by screen type, 2010
- Forecast
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- Figure 18: Volume forecast of televisions, 2006-16
- Figure 19: Value forecast of televisions, 2006-16
- Forecast methodology
Companies and Products
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- Sony UK
- Company overview
- TV product range
- Innovations and recent developments
- Promotional efforts in the UK
- Outlook and future strategy
- Panasonic
- Company overview
- TV product range
- Innovations and recent developments
- Promotional efforts in the UK
- Recent sales and financial performance
- Outlook and future strategy
- Samsung Consumer Electronics
- Company overview
- TV product range
- Innovations and recent developments
- Promotional efforts in the UK
- Recent sales and financial performance
- Outlook and future strategy
- LG Electronics
- Company overview
- TV product range
- Innovations and recent developments
- Promotional efforts in the UK
- Recent sales and financial performance
- Outlook and future strategy
- Sharp
- Company overview
- TV product range
- Innovations and recent developments
- Promotional efforts in the UK
- Recent sales and financial performance
- Outlook and future strategy
- Toshiba
- Company overview
- TV product range
- Innovations and recent developments
- Promotional efforts in the UK
- Recent sales and financial performance
- Outlook and future strategy
- Bang & Olufsen
- Company overview
- TV product range
- Innovations and recent developments
- Promotional efforts in the UK
- Recent sales and financial performance
- Outlook and future strategy
Brand Research
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- Brand map
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- Figure 20: Attitudes towards, and usage of television brands, May 2010
- Brand attitudes
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- Figure 21: Attitudes by television brand, May 2011
- Brand personality
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- Figure 22: Television brand personality – macro image, May 2011
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- Figure 23: Television brand personality – micro image, May 2011
- Correspondence analysis
- Brand experience
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- Figure 24: Television brand usage, May 2011
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- Figure 25: Satisfaction with various television brands, May 2011
- Figure 26: Consideration of television brands, May 2011
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- Figure 27: Consumer perceptions of current television brand performance, May 2011
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- Figure 28: Television brand recommendation – Net Promoter Score, May 2011
- Brand index
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- Figure 29: Television brand index, May 2011
- Figure 30: Television brand index vs. recommendation, May 2011
- Target group analysis
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- Figure 31: Target groups, May 2011
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- Figure 32: Television brand usage, by target groups, May 2011
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Channels to Market
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- Key points
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- Figure 33: Place of purchase for most recently bought television set, July 2011
- Electronics retailers remain top choice
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- Figure 34: Proportion of consumers who bought their most recent televisions vs. computers from electronics retailers, 2010
- Online sales for general retailers
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- Figure 35: Method of purchase (in-store vs. online) of most recently bought television set, by place of purchase, July 2011
- Supermarkets gain market share
- Manufacturers join the retailing race
- Online vs. in-store
- More women than men buy televisions in-store
- Young and full-time students shop in-store
Brand Communication and Promotion
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- Key points
- Ad spend in 2010 up 70% from 2009
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- Figure 36: Monitored ad spend for televisions, 2007-10
- Adverts for TV most likely on TV
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- Figure 37: Monitored ad spending for televisions, by media type, 2007-10
- Push for 3DTVs
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- Figure 38: Monitored ad spending for 3DTVs, by media type, 2010
- Figure 39: Monitored ad spending for 3DTVs, by elevision manufacturers, 2010
Televisions in the Home
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- Key points
- Prevalence of televisions
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- Figure 40: Location of televisions in the home, July 2011
- Figure 41: Repertoire of location of televisions in the home, July 2011
- TV provides personalised, always-on entertainment
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- Figure 42: Televisions in living room/lounge and own bedroom, by household size, July 2011
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- Figure 43: Repertoire of location of televisions in the home, by household size July 2011
- Young, tech-savvy consumers watch TV in bed
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- Figure 44: Televisions in living room/lounge and own bedroom, by internet usage, July 2011
- Figure 45: Televisions in living room/lounge and own bedroom, by age, July 2011
- Retirees less keen on televisions in the bedrooms
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- Figure 46: Location of televisions in the home of retirees, July 2011
- Londoners more likely to have only one TV
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- Figure 47: Homes with televisions in only one room, by region, July 2011
Reasons for Buying Televisions
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- Key points
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- Figure 48: Reasons for purchasing most recently bought television set, July 2011
- Better picture quality is top reason for buying new TV
- Green credentials, internet connectivity, and 3D are not essential
- Influence of price
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- Figure 49: Consumers agreeing to the statement “I would rather buy a television advertised on special promotion rather than the newest model,” by socio-economic group, July 2011
- Bundling televisions and gaming consoles
The Television Replacement Cycle
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- Key points
- Age of existing TVs in the home
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- Figure 50: Age of primary television set in the home, July 2011
- Who has recently upgraded their primary TV?
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- Figure 51: Age of primary television set in the home, by gender, age, and daily personal internet usage, July 2011
- Figure 52: Age of primary television set in the home, by socio-economic group and gross annual household income, July 2011
- Who wants to buy a new television?
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- Figure 53: Television set upgrade intention in the next 12 months, July 2011
- Figure 54: television upgrade intention in the next 12 months, by gender, age, and daily personal internet usage, July 2011
- How often do consumers upgrade their primary TV sets?
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- Figure 55: Television set upgrade intention in the next 12 months, by age of primary television set in the home, July 2011
General Attitudes towards Televisions
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- Key points
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- Figure 56: Attitudes towards television sets, July 2011
- Mixed feelings towards 3DTVs
- Promoting 3DTVs through newspapers
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- Figure 57: Consumers agreeing to the statement “I am interested in owning a 3DTV,” by daily newspaper readership, July 2011
- 3DTVs for families with children
- Extended warranties are a waste of money
- Try before you buy
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- Figure 58: Consumers agreeing to the statement “I prefer to experiment with a television in-store before I buy it,” by age, July 2011
- Sacrificing the latest features to save some money
- Helping consumers choose the right television
- Younger consumers display stronger brand loyalty
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- Figure 59: Consumers agreeing to the statement “I tend to stay with the same brand that I have bought before,” by age, July 2011
- Watching TV without TV sets
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- Figure 60: Consumers agreeing to the statement “I use computers/mobile devices to watch TV programmes more often than on a television set,” by age, July 2011
Appendix – Internal Market Environment
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- Figure 61: Trends in number of TVs in the household, 2006-10
- Figure 62: Trends in screen size of TV in the household, 2006-10
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- Figure 63: Trends in type of TV screen, 2006-10
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Appendix – Competitive Context
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- Figure 64: Activities for which the only/most recently purchased computer is used, 2010
- Figure 65: Activities performed at least occassionally via mobile internet on mobile phones in the last 12 months, 2010
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Appendix – Brand Research
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- Figure 66: Brand usage, May 2011
- Figure 67: Brand commitment, May 2011
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- Figure 68: Brand momentum, May 2011
- Figure 69: Brand diversity, May 2011
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- Figure 70: Brand satisfaction, May 2011
- Figure 71: Brand recommendation, May 2011
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- Figure 72: Brand attitude, May 2011
- Figure 73: Brand image – macro image, May 2011
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- Figure 74: Brand image – micro image, May 2011
- Figure 75: Profile of target group, by demographic, May 2011
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- Figure 76: Psychographic segmentation of target group, by demographic, May 2011
- Figure 77: Brand usage, by target group, May 2011
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- Figure 78: Brand index, May 2011
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Appendix – Channels To Market
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- Figure 79: Place and Method of purchase for most recently bought television set, July 2011
- Figure 80: Most popular place and method of purchase for most recently bought television set, by demographics, July 2011
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- Figure 81: Next most popular place and method of purchase for most recently bought television set, by demographics, July 2011
- Figure 82: Place of purchase for most recently bought television set, July 2011
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- Figure 83: Place of purchase for most recently bought television set, by demographics, July 2011
- Figure 84: Method of purchase for most recently bought television set, July 2011
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- Figure 85: Method of purchase for most recently bought television set, by demographics, July 2011
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Appendix – Brand Communication and Promotion
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- Figure 86: Monitored ad spending for televisions, by media type, 2007-10
- Figure 87: Monitored ad spending for 3DTVs, by media type, 2010
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Appendix – Televisions in the Home
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- Figure 88: Location of televisions in the home, July 2011
- Figure 89: Location of televisions in the home, by demographics, July 2011
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- Figure 90: Repertoire of location of televisions in the home, July 2011
- Figure 91: Repertoire of location of televisions in the home, by demographics, July 2011
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- Figure 92: Location of televisions in the home, by repertoire of location of televisions in the home, July 2011
- Figure 93: Repertoire of location of televisions in the home, by household size July 2011
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Appendix – Reasons for Buying Televisions
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- Figure 94: Reasons for purchasing most recently bought television set, July 2011
- Figure 95: Most popular reasons for purchasing most recently bought television set, by demographics, July 2011
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- Figure 96: Next most popular reasons for purchasing most recently bought television set, by demographics, July 2011
- Figure 97: Most popular reasons for purchasing most recently bought television set, by reasons for purchasing most recently bought television set, July 2011
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- Figure 98: Next most popular reasons for purchasing most recently bought television set, by reasons for purchasing most recently bought television set, July 2011
- Figure 99: Place and method of purchase for most recently bought television set, by most popular reasons for purchasing most recently bought television set, July 2011
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- Figure 100: Place and method of purchase for most recently bought television set, by next most popular reasons for purchasing most recently bought television set, July 2011
- Figure 101: Place of purchase for most recently bought television set, by most popular reasons for purchasing most recently bought television set, July 2011
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- Figure 102: Place of purchase for most recently bought television set, by next most popular reasons for purchasing most recently bought television set, July 2011
- Figure 103: Methods of purchase for most recently bought television set, by most popular reasons for purchasing most recently bought television set, July 2011
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- Figure 104: Methods of purchase for most recently bought television set, by next most popular reasons for purchasing most recently bought television set, July 2011
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Appendix – Television Replacement Cycle
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- Figure 105: Age of primary television set in the home, July 2011
- Figure 106: Age of primary television set in the home, by demographics, July 2011
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- Figure 107: Television set upgrade intention in the next 12 months, July 2011
- Figure 108: Television set upgrade intention in the next 12 months, by demographics, July 2011
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- Figure 109: Television set upgrade intention in the next 12 months, by age of primary television set in the home, July 2011
- Figure 110: Age of primary television set in the home, by television set upgrade intention in the next 12 months, July 2011
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- Figure 111: Attitudes towards television set, by television set upgrade intention in the next 12 months, July 2011
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Appendix – General Attitudes towards Televisions
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- Figure 112: Attitudes towards television sets, July 2011
- Figure 113: Agreement with the statements ‘I prefer to experiment with a television in-store before i buy it’ and ‘I am interested in owning a 3DTV’, by demographics, July 2011
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- Figure 114: agreement with the statements ‘Buying an extended warranty for a television is a waste of money’ and ‘I am confused by the amount of choices available when buying a television’, by demographics, July 2011
- Figure 115: Agreement with the statements ‘I would rather buy a television advertised on special promotion rather than the newest model’, and ‘I tend to stay with the same brand that I have bought before’, by demographics, July 2011
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- Figure 116: Agreement with the statements ‘I am not convinced that a 3DTV is worth buying in the next 12 months’, and ‘I would like to buy a new TV but I cannot afford it because of my current economic circumstances’, by demographics, July 2011
- Figure 117: Agreement with the statement ‘I use computers/mobile devices to watch TV programmes more often than on a television set’, by demographics, July 2011
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- Figure 118: Attitudes towards television sets, by most popular attitudes towards television sets, July 2011
- Figure 119: Attitudes towards television sets, by next most popular attitudes towards television sets, July 2011
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