Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast value of UK television purchases, 2007-17
- Market drivers
- A saturated market
- 3D technology lacking in popularity
- Consumer confidence remains low
- Companies, brands and innovation
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- Figure 2: Volume share of television sales, by brand, 2011
- The consumer
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- Figure 3: Television ownership, June 2012
- Figure 4: Room in the household that consumers have a television in, July 2012
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- Figure 5: Consumer motivations for purchasing their most recent television, July 2012
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- Figure 6: Attitudes towards smart televisions, July 2012
- What we think
Issues in the Market
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- Will 3DTV take off over 2012 and 2013?
- Will smart TVs result in a focus on the environment, rather than the hardware?
- How important are second and third television sets?
- When will the next major disruptive force enter the market?
Trend Application
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- Trend: Home Of The Senses
- Trend: Switch Off
- 2015 Trend: Old Gold
Market Drivers
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- Key points
- LED ownership increases, but LCD still dominates
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- Figure 7: Ownership of LCD, plasma, LED and other types of televisions, 2008-12
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- Figure 8: Average cost of five approximately feature-comparable 42-inch, 3D televisions from a major online retailer, July 2012
- Consumers in saturated market have no desire for bigger bedroom televisions
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- Figure 9: Size of televisions owned, 2012
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- Figure 10: Features on televisions owned, 2012
- TV viewership steadily on the rise
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- Figure 11: TV metrics, 2005-11
- OLED represents the next step in TV display technology
- Smart television purchases gently increasing, though usage is low
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- Figure 12: Reasons why consumers purchased their most recent smart television, April 2012
- 3D take-up may be increased with glasses-free technology
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- Figure 13: Viewership of 3D content broadcast by the BBC, 2011-12
- Quad HD technology is attracting significant interest
- YouView and Google invest in set-top boxes
- Consumer confidence and disposable income down
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- Figure 14: GfK NOP Consumer Confidence Index, January 2008-July 2012
- Video-on-demand incorporation into televisions will stop attrition to other devices
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- Figure 15: Total annual long-form (>10 minute) on-demand views for BBC iPlayer (excluding radio), ITV Player and 4oD, 2009-12
- Sony and Panasonic partnership may lead to content-led sales strategies
Who’s Innovating?
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- Key points
- Panasonic allows viewers to purchase accessories through the television
- Samsung emulates Kinect with gesture- and voice-controlled television
- Sony diversifies technologies in order to maximise interest
- 4K resolution displays are set to increase in popularity
Market Size and Forecast
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- Key points
- World cup provided sales boost
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- Figure 16: Total volume and value television sales and forecast, 2007-17
- Forecast
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- Figure 17: Value forecast of UK television purchases, 2007-17
- Figure 18: Volume forecast of UK television purchases, 2007-17
- Forecast methodology
Market Segmentation
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- Key points
- LCD sets dominate volume sales
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- Figure 19: Volume sales of television, by display type, 2010 and 2011
- Figure 20: Share of television volume sales, by type of set, 2010 and 2011
- LED increases share of value sales
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- Figure 21: Value sales of television, by display type, 2010 and 2011
- Figure 22: Share of television value sales, by type of set, 2010 and 2011
- 3DTV sales increase faster than smart TVs
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- Figure 23: Volume sales of 3D televisions and internet-connected televisions, 2010 and 2011
Market Share
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- Key points
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- Figure 24: Volume share of television sales, by brand, 2005-11
Companies and Products
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- LG Electronics
- Company overview
- Innovations and recent developments
- Promotional activity in the UK
- Recent sales and financial performance
- Outlook and future strategy
- Panasonic Corporation
- Company overview
- Innovations and recent developments
- Promotional activity in the UK
- Recent sales and financial performance
- Outlook and future strategy
- Koninklijke Philips Electronics N.V.
- Company overview
- Innovations and recent developments
- Recent sales and financial performance
- Outlook and future strategy
- Samsung Group
- Company overview
- Innovations and recent developments
- Promotional activity in the UK
- Recent sales and financial performance
- Sony Corporation
- Company overview
- Innovations and recent developments
- Promotional activity 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 25: Attitudes towards and usage of brands in the television sector, May 2012
- Correspondence analysis
- Brand attitudes
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- Figure 26: Attitudes, by television brand, May 2012
- Brand personality
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- Figure 27: Television brand personality – macro image, May 2012
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- Figure 28: Television brand personality – micro image, May 2012
- Brand experience
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- Figure 29: Television brand usage, May 2012
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- Figure 30: Satisfaction with various television brands, May 2012
- Figure 31: Consideration of television brands, May 2012
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- Figure 32: Consumer perceptions of current television brand performance, May 2012
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- Figure 33: Television brand recommendation – Net Promoter Score, May 2012
- Brand index
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- Figure 34: Television brand index, May 2012
- Figure 35: Television brand index vs. recommendation, May 2012
- Target group analysis
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- Figure 36: Target groups, May 2012
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- Figure 37: Television brand usage, by target groups, May 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Total adspend reduces 40% between 2010 and 2011
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- Figure 38: Top five television manufacturers, by adspend, 2008-11
- 3DTV technology has the most increase in adspend
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- Figure 39: Adspend, by TV display type, 2008-11
Televisions in the Home
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- Key points
- Over six in ten now own a high-definition TV
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- Figure 40: Television ownership, June 2012
- Figure 41: Television ownership, by room in household, July 2012
- Living room remains the most popular place for set ownership
- Child’s bedrooms represent a possible opportunity
- Younger consumers own newer devices
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- Figure 42: Ownership of a television less than one year old, by age July 2012
- Older consumers less likely to have a television in the bedroom
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- Figure 43: Ownership of a television in own bedroom, by age, July 2012
- Students most likely to have TV in bedroom
- Consumers may be upgrading multiple sets at once
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- Figure 44: Percentage of consumers who do not have a television in their bedroom, by age of their main living room television set, July 2012
- Living rooms account for majority of purchases
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- Figure 45: The room in the house consumers’ most recently purchased TV was for, July 2012
- Majority of consumers have televisions in two rooms
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- Figure 46: Number of rooms in the house with a television in, July 2012
Reasons Consumers Purchase Televisions
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- Key points
- Almost six in ten purchase their TV to upgrade a feature
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- Figure 47: Consumer motivations for purchasing their most recent television, July 2012
- Digital-ready sets unlikely to provoke further purchases outside the replacement cycle
- Energy efficiency more important to consumers than 3D capability or internet connectivity
- Young men more tempted by discount prices
- Younger consumers three times as likely to buy a television as they move house
- Secondary TV purchases more likely to be triggered by bargain prices
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- Figure 48: Location of most recently purchased television, by consumers who cite ‘it was at a bargain price’ as a factor motivating their purchase, July 2012
- Consumers concerned with picture quality may be more lucrative
Attitudes towards Smart Televisions
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- Key points
- Consumers don’t feel they need a smart television
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- Figure 49: Attitudes towards smart televisions, July 2012
- Proper accessories will benefit the smart television experience
- Few consumers believe a laptop plus cable is equivalent to a smart television
- Services for children may act as a sales hook
- Social networking potentially a popular feature for bedroom sets
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- Figure 50: Consumers who would enjoy accessing social networks on a smart television, by the location of most recently purchased television, July 2012
- Increasing the focus on women may yield rewards
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- Figure 51: Agreement with attitudes towards smart televisions, by gender, July 2012
- Tablet, smartphone and television interaction important for VoD
Appendix – Market Size and Forecast
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- Figure 52: Best and worst case forecast for value sales in the television market, 2012-17
- Figure 53: Best and worst case forecast for volume sales in the television market, 2012-17
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Appendix – Brand Research
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- Figure 54: Brand usage, May 2012
- Figure 55: Brand commitment, May 2012
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- Figure 56: Brand momentum, May 2012
- Figure 57: Brand diversity, May 2012
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- Figure 58: Brand satisfaction, May 2012
- Figure 59: Brand recommendation, May 2012
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- Figure 60: Brand attitude, May 2012
- Figure 61: Brand image – macro image, May 2012
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- Figure 62: Brand image – micro image, May 2012
- Figure 63: Profile of target groups, by demographics, May 2012
- Figure 64: Psychographic segmentation, by target group, May 2012
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- Figure 65: Brand usage, by target group, May 2012
- Brand index
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- Figure 66: Brand index, May 2012
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Appendix – Televisions in the Home
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- Figure 67: Television ownership, July 2012
- Figure 68: Television ownership, by television ownership in any room, July 2012
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- Figure 69: Television ownership, by ownership of a television in the living room/lounge, July 2012
- Figure 70: Television ownership, by ownership of a television in the bedroom (own), July 2012
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- Figure 71: Television ownership, by ownership of a television in another person’s bedroom –, July 2012
- Figure 72: Television ownership, by ownership of a television in the kitchen, July 2012
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- Figure 73: Television ownership, by ownership of a television in a study, dining room, bathroom or other room(s), July 2012
- Figure 74: Television ownership in any room, by demographics, July 2012
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- Figure 75: Television ownership in the living room/lounge, by demographics, July 2012
- Figure 76: Television ownership in a bedroom (own), by demographics, July 2012
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- Figure 77: Television ownership in a bedroom – other person's, by demographics, July 2012
- Figure 78: Television ownership in a kitchen, by demographics, July 2012
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- Figure 79: Television ownership in a study, dining, bathroom and other room(s), by demographics, July 2012
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- Figure 80: Room in the house most the most recently purchased television was for, July 2012
- Figure 81: Room in the house most the most recently purchased television was for, by room in the house most the most recently purchased television was for, July 2012
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- Figure 82: Room in the house most the most recently purchased television was for, by television ownership in any room, July 2012
- Figure 83: Room in the house most the most recently purchased television was for, by ownership of a television for the living room / lounge, July 2012
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- Figure 84: Room in the house most the most recently purchased television was for, by ownership of a television for an own bedroom, July 2012
- Figure 85: Room in the house most the most recently purchased television was for, by ownership of a television for another person’s bedroom, July 2012
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- Figure 86: Room in the house most the most recently purchased television was for, by ownership of a television in kitchen, July 2012
- Figure 87: Room in the house most the most recently purchased television was for, by ownership of a television in the study, dining room, bathroom, or other room(s), July 2012
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- Figure 88: Television ownership, by room in the house most the most recently purchased television was for, July 2012
- Figure 89: Room in the house most the most recently purchased television was for, by demographics, July 2012
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Appendix – Reasons Consumers Purchase Televisions
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- Figure 90: Consumer motivations for purchasing their most recent television, July 2012
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- Figure 91: Television ownership, by most popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 92: Television ownership, by next most popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 93: Television ownership, by least popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 94: Room in the house most the most recently purchased television was for, by most popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 95: Room in the house most the most recently purchased television was for, by next most popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 96: Room in the house most the most recently purchased television was for, by least popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 97: Consumer motivations for purchasing their most recent television, by television ownership in any room, July 2012
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- Figure 98: Consumer motivations for purchasing their most recent television, by ownership of a television for the living room / lounge, July 2012
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- Figure 99: Consumer motivations for purchasing their most recent television, by ownership of a television in the bedroom (own), July 2012
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- Figure 100: Consumer motivations for purchasing their most recent television, by ownership of a television in an other person's bedroom, July 2012
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- Figure 101: Consumer motivations for purchasing their most recent television, by ownership of a television in the kitchen, July 2012
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- Figure 102: Consumer motivations for purchasing their most recent television, by television ownership in study, dining room, bathroom or other room(s), July 2012
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- Figure 103: Consumer motivations for purchasing their most recent television, by room in the house most the most recently purchased television was for, July 2012
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- Figure 104: Consumer motivations for purchasing their most recent television, by most popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 105: Consumer motivations for purchasing their most recent television, by next most popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 106: Consumer motivations for purchasing their most recent television, by least popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 107: Most popular consumer motivations for purchasing their most recent television, by demographics, July 2012
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- Figure 108: Next most popular consumer motivations for purchasing their most recent television, by demographics, July 2012
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- Figure 109: Least popular consumer motivations for purchasing their most recent television, by demographics, July 2012
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Appendix – Attitudes Towards Smart Televisions
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- Figure 110: Attitudes towards smart televisions, July 2012
- Figure 111: Television ownership, by most popular attitudes towards smart televisions, July 2012
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- Figure 112: Television ownership, by next most popular attitudes towards smart televisions, July 2012
- Figure 113: Room in the house most the most recently purchased television was for, by most popular attitudes towards smart televisions, July 2012
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- Figure 114: Room in the house most the most recently purchased television was for, by most popular attitudes towards smart televisions, July 2012
- Figure 115: Consumer motivations for purchasing their most recent television, by most popular attitudes towards smart televisions, July 2012
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- Figure 116: Consumer motivations for purchasing their most recent television, by next most popular attitudes towards smart televisions, July 2012
- Figure 117: Attitudes towards smart televisions, by television ownership in any room, July 2012
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- Figure 118: Attitudes towards smart televisions, by ownership of a television for the living room / lounge, July 2012
- Figure 119: Attitudes towards smart televisions, by ownership of a television in bedroom (own), July 2012
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- Figure 120: Attitudes towards smart televisions, by ownership of a television in another person’s bedroom – July 2012
- Figure 121: Attitudes towards smart televisions, by ownership of a television in the kitchen, July 2012
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- Figure 122: Attitudes towards smart televisions, by ownership of a television in the study, dining room, bathroom, or other room(s), July 2012
- Figure 123: Attitudes towards smart televisions, by room in the house most the most recently purchased television was for, July 2012
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- Figure 124: Attitudes towards smart televisions, by most popular consumer motivations for purchasing their most recent television, July 2012
- Figure 125: Attitudes towards smart televisions, by next most popular consumer motivations for purchasing their most recent television, July 2012
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- Figure 126: Attitudes towards smart televisions, by least popular consumer motivations for purchasing their most recent television, July 2012
- Figure 127: Attitudes towards smart televisions, by most popular attitudes towards smart televisions, July 2012
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- Figure 128: Attitudes towards smart televisions, by next most popular attitudes towards smart televisions, July 2012
- Figure 129: Most popular attitudes towards smart televisions, by demographics, July 2012
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- Figure 130: Next most popular attitudes towards Smart televisions, by demographics, July 2012
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