Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
- Market fluctuations expected ahead
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- Figure 1: Value of the UK television market, 2011-21
- Figure 2: Value of the UK television market, 2011-21
- Televisions the most likely technology product to be bought in-store
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- Figure 3: Proportion of consumers who bought technology products online or in-store, by product, April 2015
- The consumer
- Online viewing not a strong threat to secondary TV sets yet
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- Figure 4: Number of televisions in household, September 2015 and June 2016
- HDTVs dominate market
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- Figure 5: Type of TV used most often, June 2016
- Two in five owners have a smart TV
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- Figure 6: Features included in main TV in the household, June 2016
- Two fifths of TV owners interested in upgrading to 4K
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- Figure 7: Ownership of and interest in Ultra HD 4K TVs, June 2016
- Moving up the purchase of 4K TVs
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- Figure 8: Timescale to purchase of Ultra HD 4K TVs, June 2016
- Importance of picture quality could push adoption
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- Figure 9: Most important factors when buying new main TV set, June 2016
- Are TVs too expensive?
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- Figure 10: Willingness to spend on new main TV set, June 2016
- TV owners show high price-sensitivity
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- Figure 11: Attitudes towards televisions, June 2016
- Know your audience
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- Figure 12: Target groups based on attitudes towards televisions, June 2016
- What we think
Issues and Insights
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- Enhancing the perceived added value of 4K TVs
- The facts
- The implications
- The potential of white-label products
- The facts
- The implications
The Market – What You Need to Know
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- Market fluctuations expected ahead
- Volume sales less affected by premium prices
- Televisions the most likely technology product to be bought in-store
- Non-specialist retailers lead the market
- Spend on home electronics shows positive signs
- Televisions have a short, specification-driven path to purchase
- Broadcast TV viewing time is declining
Market Size and Forecast
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- Market fluctuations expected ahead
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- Figure 13: Value of the UK television market, 2011-21
- Figure 14: Value of the UK television market, 2011-21
- Volume sales less affected by premium prices
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- Figure 15: Forecast average price for televisions in the UK, 2015-21
- Figure 16: Volume of the UK television market, 2011-21
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- Figure 17: Volume of the UK television market, 2011-21
Channels to Market
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- Televisions the most likely technology product to be bought in-store
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- Figure 18: Proportion of consumers who bought technology products online or in-store, by product, April 2015
- Non-specialist retailers lead the market
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- Figure 19: Type of supplier used to buy televisions, April 2015
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- Figure 20: Type of retailer used to buy televisions, by online/in-store, April 2016
Market Drivers
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- Spend on home electronics shows positive signs
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- Figure 21: Proportion of consumers who have spent extra money on home electronics/home entertainment systems, December 2013-June 2016
- A fifth of consumers planning on a TV purchase in the next year
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- Figure 22: Plans to purchase or upgrade televisions, by timescale, July 2016
- Televisions have a short specification-driven path to purchase
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- Figure 23: Timeline to purchase of technology products, April 2016
- Broadcast TV viewing time is declining
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- Figure 24: Average daily minutes of TV screen time, by activity type, 2014
Key Players – What You Need to Know
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- TVs become part of the furniture
- 8K resolution and roll-up OLED screens
- Polaroid partners with Google to enter 4K market
- Above-the-line advertising spend declines
- Manufacturers bear most of the burden
- Samsung and Sony share similar upbeat image
Launch Activity and Innovation
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- TVs become part of the furniture with Samsung’s Serif
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- Figure 25: Samsung’s Serif in two variations of colour, with and without legs, July 2016
- Ambilight Projection extends the screen to the wall
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- Figure 26: 4K Razor Slim TV powered by Android TV showing the Ambilight feature, July 2016
- Roll-up OLED screens
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- Figure 27: LG’s prototype of a roll-up OLED screen, January 2016
- Manufacturers pushing 8K resolution at CES 2016
- Polaroid partners with Google to enter 4K market
Advertising and Marketing Activity
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- Above-the-line advertising spend declines
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- Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2014 and 2015
- Manufacturers bear most of the burden
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- Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by advertiser, 2015
- Methodology and coverage
Brand Research
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- Brand map
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- Figure 30: Attitudes towards and usage of selected technology brands, June 2016
- Key brand metrics
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- Figure 31: Key metrics for selected technology brands, June 2016
- Brand attitudes: Samsung’s cross-category presence fosters cool and modern image
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- Figure 32: Attitudes, by technology brand, June 2016
- Brand personality: Samsung and Sony share similar upbeat positioning
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- Figure 33: Brand personality – Macro image, June 2016
- LG’s affordability leads to a degree of perceived unreliability
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- Figure 34: Brand personality – Micro image, June 2016
- Brand analysis
- Samsung builds desirability by combining performance and innovation
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- Figure 35: User profile of Samsung, June 2016
- Sony’s premium positioning leads to a bias towards men
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- Figure 36: User profile of Sony, June 2016
- LG successfully competes with a budget positioning
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- Figure 37: User profile of LG, June 2016
- Panasonic’s specialised product lines impact positioning
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- Figure 38: User profile of Panasonic, June 2016
- Limited tech innovation leaves Philips with a traditional but unappealing image
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- Figure 39: User profile of Philips, June 2016
The Consumer – What You Need to Know
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- Online viewing not a strong threat to secondary TV sets yet
- Two in five owners have a smart TV
- Importance of picture quality could push adoption
- Are TVs too expensive?
- Know your audience
Televisions in the Home
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- Online viewing not a strong threat to secondary TV sets yet
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- Figure 40: Number of televisions in household, September 2015 and June 2016
- HDTVs dominate market
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- Figure 41: Type of TV used most often, June 2016
- Two in five owners have a smart TV
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- Figure 42: Features included in main TV in the household, June 2016
4K TVs
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- Two fifths of TV owners interested in upgrading to 4K
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- Figure 43: Ownership of and interest in Ultra HD 4K TVs, June 2016
- Enhancing the perceived added value of 4K TVs
- 4K TVs set to generate more mainstream interest
- Moving up the purchase of 4K TVs
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- Figure 44: Timescale to purchase of Ultra HD 4K TVs, June 2016
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- Figure 45: Most important factors when buying new main TV set, by ownership of and interest in Ultra HD 4K TVs, June 2016
Purchasing Influences
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- Importance of picture quality could push adoption
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- Figure 46: Most important factors when buying new main TV set, June 2016
- Targeting opportunities besides tech-savvy men
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- Figure 47: Most important factors when buying new main TV set, by agreement with the statement "Televisions by cheaper brands (eg Alba, Bush) can offer the same performance as well-known brands", June 2016
Willingness to Spend
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- Are TVs too expensive?
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- Figure 48: Willingness to spend on new main TV set, June 2016
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- Figure 49: Average willingness to spend on new main TV set, by age, June 2016
- Justifying price premiums
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- Figure 50: Most important factors when buying new main TV set, by willingness to spend on new main TV set, June 2016
Attitudes towards Televisions
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- TV owners show high price-sensitivity
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- Figure 51: Attitudes towards televisions, June 2016
- Enhancing TVs’ connectivity potential
- Know your audience
- Brand-driven Followers
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- Figure 52: Target groups based on attitudes towards televisions, June 2016
- Price-aware Tech Enthusiasts
- Brand-driven Followers
- Disengaged Traditionalists
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Market size and forecast
- Fan chart forecast
- Value
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- Figure 53: Best- and worst-case forecast for the value of the UK television market, 2016-21
- Volume
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- Figure 54: Best- and worst-case forecast for the volume of the UK television market, 2016-21
- Brand research
- Brand map
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