Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Market recovery reliant on 4K take-up
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- Figure 1: Value of the UK television market, 2012-22
- Figure 2: Value of the UK television market, 2012-22
- Importance of price drives consumers online
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- Figure 3: Ways of purchasing electrical products in the last 12 months, by consumers who purchased a television in the last 12 months, November 2016
- Figure 4: Factors consumers would prioritise when purchasing a TV, April 2017
- Nearly half of TVs ‘smart’ while 3D falters
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- Figure 5: Internet–connected and 3D TV ownership in TV households, July 2016-April 2017
- Market leader Samsung present in 41% of homes
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- Figure 6: Brand of TVs in the household and brand of the main TV in the household, May 2017
- The consumer
- Changing viewing patterns having limited impact on number of TVs so far
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- Figure 7: Number of televisions in the household, June 2016 and May 2017
- HDTV dominates while 4K gains traction
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- Figure 8: Types of TVs in the household and type of the main TV in the household, May 2017
- Majority of consumers upgrading size of main TV
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- Figure 9: Change in screen size of the main TV set, May 2017
- 4K TVs are driving up screen size
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- Figure 10: Size of TVs in the household, by types of TVs in the household, May 2017
- Importance of picture quality is driving 4K sales
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- Figure 11: Important factors when upgrading, May 2017
- Price remains the most important consideration
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- Figure 12: Attitudes towards televisions, May 2017
- What we think
Issues and Insights
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- How far can the industry push improved screen resolution?
- The facts
- The implications
- Is the decline of additional televisions inevitable?
- The facts
- The implications
The Market – What You Need to Know
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- Market recovery reliant on 4K take-up
- Major sporting tournaments provide key growth opportunities
- TVs more likely to be purchased online
- Price remains the most important upgrade factor
- Intent to buy 4K televisions suffers delays
- Additional TV set replacement under threat from connected devices
Market Size and Forecast
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- Market recovery reliant on 4K take-up
- Trading up set to buoy sales over the next five years
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- Figure 13: Volume of the UK television market, 2012-22
- Figure 14: Volume of the UK television market, 2012-22
- Figure 15: Value of the UK television market, 2012-22
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- Figure 16: Value of the UK television market, 2012-22
- Forecast methodology
Channels to Market
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- Importance of price drives consumers online
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- Figure 17: Ways of purchasing electrical products in the last 12 months, by consumers who purchased a television in the last 12 months, November 2016
- Non-specialist retailers dominate online purchasing
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- Figure 18: Place of purchase of electrical products in the last 12 months, by consumers who purchased a television in the last 12 months, November 2016
- Additional services focused on payment plans
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- Figure 19: Additional services received or purchased when buying electrical products in the last 12 months, by consumers who purchased a television in the last 12 months, November 2016
Market Drivers
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- Price considered before specifications when buying a TV
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- Figure 20: Factors consumers would prioritise when purchasing technology products, April 2017
- Home electronics spend hit by rising import costs
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- Figure 21: Consumer purchase history and buying intention for electrical goods, September 2015-June 2017
- 4K suffers a decline in short-term intent to buy
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- Figure 22: Plans to purchase or upgrade televisions, by timescale, April 2017
- TV viewing time continues to decline
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- Figure 23: Average daily minutes of TV viewing, 2010-16
- Nearly half of TVs ‘smart’ while 3D falters
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- Figure 24: Internet-connected and 3D TV ownership in TV households, July 2016-April 2017
Companies and Brands – What You Need to Know
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- Samsung leads the market as screen sizes grow
- Leading manufacturers showcasing superthin 4K sets
- Digital advertising growth underpins rising above-the-line spend
- Manufacturers focused on boosting cross-category brand position
- Upbeat brand positioning boosts Samsung and Sony’s success
Market Share
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- Market leader Samsung present in 41% of homes
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- Figure 25: Brand of TVs in the household and brand of the main TV in the household, May 2017
- Big four brands dominate premium market
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- Figure 26: Brand of TVs in the household, by types of TVs in the household, May 2017
Launch Activity and Innovation
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- Super thin 4K screens dominate CES 2017
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- Figure 27: LG’s Signature OLED ‘wallpaper thin’ TV, launched in 2017
- HDR becoming the priority
- Samsung continues to push innovative ‘lifestyle’ designs
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- Figure 28: Samsung’s ‘the frame’ TV
- Philips is driving ambilight technology
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- Figure 29: Philips ‘ambilight’ technology
- 8K concept models feature at CES 2017
Advertising and Marketing Activity
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- Above-the-line growth driven by digital spend
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- Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2015-16
- Manufacturer adspend is focused on cross-category brand image
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- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by advertiser, 2014-16
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 32: Attitudes towards and usage of selected brands, June 2017
- Key brand metrics
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- Figure 33: Key metrics for selected brands, June 2017
- Brand attitudes: Cross-category success boosting loyalty for Samsung and Sony
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- Figure 34: Attitudes, by brand, June 2017
- Brand personality: Samsung and Sony viewed as the most vibrant brands
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- Figure 35: Brand personality – Macro image, June 2017
- LG perceived as affordable but also deemed unreliable
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- Figure 36: Brand personality – Micro image, June 2017
- Samsung’s innovative yet reliable image builds reputation across age groups
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- Figure 37: User profile of Samsung, June 2017
- Men stand out as fans of the Sony brand
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- Figure 38: User profile of Sony, June 2017
- LG seen as an affordable yet innovative option
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- Figure 39: User profile of LG, June 2017
- Panasonic’s durability boosts appeal among older consumers
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- Figure 40: User profile of Panasonic, June 2017
- Specialised product lines detrimental to Philips positioning
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- Figure 41: User profile of Philips, June 2017
The Consumer – What You Need to Know
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- Shifting viewing dynamics could limit additional TV set replacement
- Smart TV is now vital for new sets
- Price remains the most important factor when upgrading
- 4K Ultra HD technology is driving up screen sizes
- There remains a market for high quality smaller TVs
- Consumers upgrading are primarily seeking improved picture quality
- One-month trials could boost 4K take-up
Televisions in the Home
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- Changing viewing patterns having limited impact in the short term
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- Figure 42: Number of televisions in the household, June 2016 and May 2017
- HDTV dominates while 4K gains traction
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- Figure 43: Types of TVs in the household and type of the main TV in the household, May 2017
- Those with 4K have more televisions in the household
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- Figure 44: Number of televisions in the household, by types of TVs in the household, May 2017
Screen Size
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- Declining prices have boosted large screen uptake
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- Figure 45: Size of TVs in the household and size of the main TV in the household, May 2017
- Majority of consumers upgrading size of main TV
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- Figure 46: Change in screen size of the main TV set, May 2017
- Nearly two thirds of 4K owners have 46ʺ+ screens
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- Figure 47: Size of TVs in the household, by types of TVs in the household, May 2017
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- Figure 48: Change in screen size of the main TV set, by types of TVs in the household, May 2017
Important Factors when Upgrading
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- Importance of picture quality is driving 4K sales
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- Figure 49: Important Factors when upgrading, May 2017
- Super thin designs must maintain sound integrity
- Guarantee and energy efficiency growing in importance
- Desire for integration boosting demand for advanced control options
Attitudes towards Televisions
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- Price remains the most important consideration
- Discounting and special offers provide key opportunities
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- Figure 50: Attitudes towards televisions, May 2017
- 4K content confined to the most engaged consumers
- Demand remains for high quality smaller TVs
- Common frustration with rising number of peripherals
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- Figure 51: Attitudes towards televisions, by types of TVs in the household, May 2017
- Trial periods could stimulate upgrades
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Market size and forecast
- Fan chart forecast
- Value
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- Figure 52: Best- and worst-case forecast for the value of the UK television market, 2017-22
- Volume
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- Figure 53: Best- and worst-case forecast for the volume of the UK television market, 2017-22
- Brand research
- Brand map
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