Table of Contents
Introduction and Abbreviations
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- Definitions and report coverage
- Screen size conversions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- New marketing communications
- Aesthetics and Simplicity
- Lessons from the iPod
- Chuck out the Chintz
- New retail solutions
- Developing the home cinema
Executive Summary
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- Sales of TVs rise and rise
- More homes, more sets
- The bigger picture
- Digital switchover
- Flatscreen challenges fat boxes
- Sony maintains pole position
- Adspend rises above £21 million
- Sony UK tops the adspend list
- Electrical multiples sell the most TVs…
- …but the distribution map is changing rapidly
- A price-focused market
- 54% of all consumers have a standard non-digital TV
- High Definition TV is the future
Market Drivers
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- Consumers are still spending
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- Figure 1: Total PDI, consumer expenditure, savings and the savings ratio, at 2000 prices, 1995-2010
- Age matters…
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- Figure 2: Trends and projections in UK population, by age group, 2000-09
- …but do older people hold back on high tech TVs?
- Number of households reaches 25.8 million
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- Figure 3: Total UK housing stock, 2000-05
- Smaller households changing viewing habits
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- Figure 4: Household structure, 2000 and 2005
- Smaller dwellings new solutions
- Changing attitudes, changing habits
- Consumer attitudes to digital are more positive
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- Figure 5: Agreement with TV lifestyle statements, 2000-04
- A more receptive target audience for digital
- iDTV the new frontier
- Internet competing on every level
- Consumers cocoon at home in front of the TV
- Mind-numbingly dumbed down?
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- Figure 6: BBC1 weekday schedule, by programme category, 20-26 August 2005
- Turned on or off?
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- Figure 7: Frequency of watching TV, on an average weekday, 2001-04
- TV viewing less formalised
- That’s entertainment
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- Figure 8: Interest in television programme type, by age, 2002
- Still the top dog?
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- Figure 9: Penetration of TVs, and selected competitive or complementary products, 2000, 2002 and 2004
- Mobile phones muscle in?
- Digital switchover
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- Figure 10: Planned digital switchover, by regional network
Market Size
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- TV sales slow in 2005
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- Figure 11: UK retail sales of TV sets, by value, at current and constant prices, 2000-05 (est)
- Average spend falls
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- Figure 12: UK retail sales of TV sets, by volume, 2000-05 (est)
- TV rentals for the more exclusive customer?
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- Figure 13: Volume of new TV set rentals, 2000-05 (est)
Market Segmentation
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- A competitive market
- Flatscreen TVs on the rise
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- Figure 14: UK retail sales of TV sets, by technology*, 2000-05 (est)
- Sizeable advantages
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- Figure 15: Sales of small-screen versus large-screen TVs, by volume and value, 2000-05
- 26 inch plus is in vogue
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- Figure 16: Volume sales of TV sets, by screen size, 2005
- Size is not everything for the main set
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- Figure 17: Features on TV sets in household, 2000-04
- Screen size the key determinant
- Interactive features growing fast
- Integrated digital TV still a niche
- Sales of widescreen TVs multiply
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- Figure 18: Sales of widescreen TVs, by volume and value, at current prices, 2000-04
- Multiple grocers driving down unit price
- Sales of standard boxes wane
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- Figure 19: Sales of standard 4:3 aspect TVs, by volume and value, at current prices, 2000-04
- Dawn of Integrated Digital TVs
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- Figure 20: Sales of integrated digital TVs, by volume and value, at current prices, 2000-04
- IDTV offers consumer aesthetics and simplicity
- Diversifying its usage
- IDTV and HDTV are very much complementary
The Supply Structure
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- The orient express
- The magnificent seven
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- Figure 21: Estimated UK retail shares of the main TV manufacturers, by value, 2002 and 2004
- High end providers must bide their time
- Companies and brands
- Bush
- JVC
- LG Electronics
- Panasonic
- Philips
- Sony
- Toshiba
- Significant others
- Hitachi
- Samsung
- Sharp
New Product Development
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- High Definition TV
- The future, but when?
- HDTV and digital products
- Hitachi 42PD6600
- Panasonic PV500
- Philips 37F5520D/10
- Sony KDL – S26A12U
- Toshiba WLT58
- Other innovations
- PSP
Advertising and Promotion
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- Adspend surge in 2004
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- Figure 22: Main monitored media advertising expenditure on TVs, 2000-05
- Sony leads the way…
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- Figure 23: Main monitored media advertising expenditure on TV sets, by main advertisers, 2003-05
- …but Sharp is hot on the heels…
- …followed by the rest
- Supermarkets are switching on
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- Figure 24: Main monitored media advertising expenditure on TV sets, by selected supermarkets and retailers, 2000-05
- Christmas is key
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- Figure 25: Main monitored media advertising expenditure on TV sets, by period, 2004
- 50% of adspend invested in TV campaigns
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- Figure 26: Main monitored media advertising expenditure on TV sets, by channel type and period group, 2004
- But press advertising is of importance
Distribution
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- Distribution map changing fast
- Electrical multiples soldier on…
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- Figure 27: Retail shares of the UK TV market, by value of sales and type of outlet, 2003-05
- …but Internet sales are on the rise
- Multiple grocers are growing in importance…
- …and changing the way consumers shop for televisions
- How high street retailers can fight back
- Retailer profiles
- Comet
- Dixons Group
- House of Fraser
- John Lewis Partnership
The Consumer – TV ownership
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- Two-fifths of the population have multiple sets
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- Figure 28: Household penetration of TV sets, 2000-04
- Three television households are the most prevalent
- Second and third sets that are seeing most growth
- Ownership of new TV sets is rising
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- Figure 29: Ownership of TV sets new when acquired, %, 2000-04
- From a needs-based purchase to aspirational one
- 26-29-inch screens are most popular options
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- Figure 30: Screen size of TV sets in household, 2002 and 2004
- About the size of it
- Location, location, location
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- Figure 31: Location of TV sets in household, 2000-04
- Technology proliferation
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- Figure 32: When TV sets in household were obtained, 2000-04
- Replacement cycles shortening
- Consumers will relegate their old main set to third set
- But will lack the most modern technology
- A price-driven market
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- Figure 33: Costs of TV sets in household, 2000-04
- Consumer spending less on ancillary sets
- But more on main set
- Integral digital receivers in vogue
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- Figure 34: Main TV set – Expenditure by features, 2004
- Are Teletext’s days numbered?
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- Figure 35: Second/third TV set – Expenditure by features, 2004
- Widescreen popular across the board
- Cheap and cheerful TV is best for other rooms
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- Figure 36: Any TV set – Expenditure by where the TV set is most often viewed, 2004
- Home cinemas
- Mid-range offers value for money
- Cheap bedroom/kitchen sets
- But notable market opportunities
- Developing new point of sales merchandising solutions
- TV types purchased
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- Figure 37: Types of TVs owned at home, July 2005
- Potential for digital TVs growth
- Combined and compact
- A matter of priorities
- 55-64 embrace new technologies
- Retired do not
- Tabloid readers, and TV addicts opt for digital
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- Figure 38: Types of TVs owned at home, by media usage and commercial TV viewing, July 2005
- Bigger and wealthier viewers like combined TV/DVDs
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- Figure 39: Ownership of combined TV/DVDs, by household size and commercial TV viewing habits, July 2005
- Kids appeal
TV Ownership – Detailed Demographics
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- Figure 40: Types of TVs owned at home, by gender, age and socio-economic status, July 2005
- Figure 41: Types of TVs owned at home, by presence of children, lifestage and Mintel’s Special Groups, July 2005
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- Figure 42: Types of TVs owned at home, by marital and working status and household size, July 2005
- Figure 43: Types of TVs owned at home, by region and ACORN category, July 2005
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- Figure 44: Types of TVs owned at home, by media usage, commercial TV viewing and supermarket used, July 2005
- Figure 45: Types of TVs owned at home, by gender, age and socio-economic status, July 2005
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- Figure 46: Types of TVs owned at home, by presence of children, lifestage and Mintel’s Special Groups, July 2005
- Figure 47: Types of TVs owned at home, by marital and working status and household size, July 2005
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- Figure 48: Types of TVs owned at home, by region and ACORN category, July 2005
- Figure 49: Types of TVs owned at home, by media usage, commercial TV viewing and supermarket used, July 2005
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The Consumer – Attitudes and Behaviours
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- Figure 50: Attitudes and behaviours towards televisions, July 2005
- Over half of households with a TV have satellite
- Multiple platforms
- Consumers are more price aware
- A disposable item
- Freeview picks up a head of steam
- Ageing population – targeting the silver pound
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- Figure 51: Ownership of Freeview on a TV set, by age and socio-economic status, July 2005
- The gender divide – Multiple grocers vs electrical specialists
- To brand or not to brand
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- Figure 52: Agreement with selected statements, by gender, July 2005
- Brand increased saliency for men
- Men main TV purchasers
- Future’s feminine
- Opportunities for the multiples
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- Figure 53: Consumers who would rather go to a specialist shop than a supermarket for a TV, by lifestage and supermarket used, July 2005
- Pre-/no families keen on flatscreen
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- Figure 54: Intention to buy a widescreen plasma/flat or projection TV in the next two years, by lifestage and working status, July 2005
- A focal point
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Attitudes and Behaviours – Detailed Demographics
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- Figure 55: Attitudes and behaviours towards televisions, by gender, age and socio-economic status, July 2005
- Figure 56: Attitudes and behaviours towards televisions, by presence of children, lifestage and Mintel’s Special Groups, July 2005
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- Figure 57: Attitudes and behaviours towards televisions, by marital and working status and household size, July 2005
- Figure 58: Attitudes and behaviours towards televisions, by region and ACORN category, July 2005
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- Figure 59: Attitudes and behaviours towards televisions, by media usage, commercial TV viewing and supermarket usage, July 2005
- Figure 60: Attitudes and behaviours towards televisions, by gender, age and socio-economic status, July 2005
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- Figure 61: Attitudes and behaviours towards televisions, by presence of children, lifestage and Mintel’s Special Groups, July 2005
- Figure 62: Attitudes and behaviours towards televisions, by marital and working status and household size, July 2005
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- Figure 63: Attitudes and behaviours towards televisions, by region and ACORN category, July 2005
- Figure 64: Attitudes and behaviours towards televisions, by media usage, commercial TV viewing and supermarket usage, July 2005
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Industry Views
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- Digital dilemmas?
- LCD or not LCD?
- High definition, high priority?
- Quality and quantity
The Future
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- UK housing stock rises
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- Figure 65: The UK housing stock, 2005-10
- Smaller households, more TVs
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- Figure 66: Projections in UK housing stock, 2005-10
- Switchover generates sales
- Fear of burnt fingers!
- CRT’s days are numbered
- LCD flatscreen sets win the technology war
- Seeing is believing
- Key players dominate
- A merger of the TV and PC screen threatens second and third sets
- Cocooning at home set to drive the emergence of the home theatre
- Price is key
- High hopes?
- Internet sales increasingly important, mail order falls away
- Multiple grocers key to drive sales of second and third sets
Forecast
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- Market growth set to continue
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- Figure 67: Forecast for UK retail sales of TV sets, at current prices, 2005-10
- Figure 68: Forecast for UK retail sales of TV sets, at constant prices, 2005-10
- Small TV’s:
- Large TV’s:
- Volume growth set to fare better than value
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- Figure 69: Forecast of UK retail sales of TV sets, by volume, 2005-10
- Small vs. Large TV’s:
- Factors used in the forecast
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