Author: Mintel Group Ltd.
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Televisions - UK - November 2013

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Volume forecast of UK television purchases, 2008-18
Figure 2: Value forecast of UK television purchases, 2008-18
Segment performance
Figure 3: Share of television volume sales, by type of set, 2011 and 2012
The consumer
Three quarters of households have an HD TV
Figure 4: Household ownership of televisions, by television type, August 2013
Secondary TVs may be at risk as tablets take over
Figure 5: Household television ownership, by room, August 2013
A quarter of consumers are planning to buy a TV in the next year
Figure 6: TV purchasing plans, August 2013
Smart TV is finally gaining popularity
Figure 7: Interest in features and screen types, August 2013
Three quarters of potential TV buyers are interested in wireless streaming
Figure 8: Awareness, interest and value of product features, August 2013
HD picture quality is still key for consumers
Figure 9: Attitudes towards televisions, August 2013
Almost three fifths of HD TV owners regularly watch HD channels
Figure 10: Usage of HD TV channels, August 2013
What we think
ISSUES IN THE MARKET
Are TVs in danger of becoming monitors for external content sources?
Figure 11: Miracast demonstrated on a Philips TV, 2013
Will the small TV market become obsolete?
Beyond the impact of the FIFA World Cup in 2014, how can the market return to growth?
Will smart and 3D TVs ever take off?
TREND APPLICATION
Trend: Minimize Me
Trend: Click and Connect
Mintel Futures: East Meets West
MARKET DRIVERS
Key points
Mass production of large screen LED TVs has driven prices down
Smart TV will soon be the standard specification
Figure 12: Proportion of large screen TVs (32” and above) on the Currys website that have smart technology, February-August 2013
More smart TV owners start to connect
Figure 13: Consumers’ use of internet connection on smart TVs, 2013
The changing role of the television
Figure 14: Devices used when second-screening, August 2013
FIFA World Cup should give market much needed boost in 2014
OLED TVs take design to a new level
Figure 15: LG’s 77” curved OLED TV, on show at IFA, September 2013
Ultra HD TVs raise the bar beyond 1080p
3D market held back by lack of content
Tablets could replace secondary TV sets
Figure 16: Location of viewing audio-visual content on tablets and smartphones, 2013
WHO’S INNOVATING?
Key points
TV manufacturers look to gain exclusive content
Ultra HD TVs come to market
Standing out through design
Figure 17: Philips DesignLine series, launched May 2013
Meeting consumer desire for customisation
MARKET SIZE AND FORECAST
Key points
TV market on the road to recovery after a turbulent period
Figure 18: Total value and volume television sales and forecast, 2008-18
Forecast
Figure 19: Volume forecast of UK television purchases, 2008-18
Figure 20: Value forecast of UK television purchases, 2008-18
Forecast methodology
SEGMENT PERFORMANCE
Key points
Dramatic swing towards LED pushes out plasma
Figure 21: Volume sales of televisions, by display type, 2011 and 2012
Figure 22: Share of television volume sales, by type of set, 2011 and 2012
Smart TVs start to become mainstream
Figure 23: Share of television volume sales, by smart technology, 2011-13
MARKET SHARE
Key points
One in three TVs sold in 2012 was a Samsung
Figure 24: Volume share of television sales, by brand, 2008-12
Samsung dominates a growing smart sector
Figure 25: Ownership of smart TVs in the UK, by brand, 2013
COMPANIES AND PRODUCTS
Key points
LG Electronics
Company overview
Products and recent activity
Figure 26: LG’s 77” curved OLED TV, on show at IFA, September 2013
Financial performance
Promotional activity
Strategy
Panasonic Corporation
Company overview
Products and recent activity
Financial performance
Promotional activity
Strategy
Koninklijke Philips Electronics N.V.
Company overview
Products and recent activity
Figure 27: Philips Elevation series, launched summer 2013
Figure 28: Philips Cloud TV menu screen, launched September 2013
Financial performance
Promotional activity
Strategy
Samsung Electronics
Company overview
Products and recent activity
Financial performance
Figure 29: Key financials for Samsung Electronics Co Ltd, KRW (₩) (billion), 2008-12
Figure 30: Key financials for Samsung Electronics Co Ltd, GBP (million), 2008-12
Promotional activity
Strategy
Sony Corporation
Company overview
Products and recent activity
Financial performance
Figure 31: Key financials for Sony Corporation, JPY (¥) (billion), 2009-13
Figure 32: Key financials for Sony Corporation, GBP (million), 2009-13
Promotional activity
Strategy
Toshiba Corporation
Company overview
Products and recent activity
Financial performance
Figure 33: Key financials for Toshiba Corp, JPY (¥) (billion), 2009-13
Figure 34: Key financials for Toshiba Corp, GBP (million), 2009-13
Promotional activity
Strategy
BRAND RESEARCH
Brand map
Figure 35: Attitudes towards and usage of brands in the television sector, September 2013
Correspondence analysis
Brand attitudes
Figure 36: Attitudes, by television brand, September 2013
Brand personality
Figure 37: Television brand personality – macro image, September 2013
Figure 38: Television brand personality – micro image, September 2013
Brand experience
Figure 39: Television brand usage, September 2013
Figure 40: Satisfaction with various television brands, September 2013
Figure 41: Consideration of television brands, September 2013
Figure 42: Consumer perceptions of current television brand performance, September 2013
Brand index
Figure 43: Television brand index, September 2013
Target group analysis
Figure 44: Target groups, September 2013
Figure 45: Television brand usage, by target groups, September 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Samsung invests in advertising to maintain premium image
Figure 46: Top television manufacturers, by advertising expenditure, 2009-12
3D spend in decline as manufacturers focus elsewhere
Figure 47: Advertising expenditure, by TV display type, 2009-12
TELEVISIONS IN THE HOME
Key points
Three quarters of consumers have a high-definition TV
Figure 48: Household ownership of televisions, by television type, August 2013
Smart and 3D fail to kick-off, but 2014 could be the year of transition
Figure 49: Household ownership of smart and 3D TVs, January 2012 – August 2013
Demographic breakdown
Men faster to upgrade to HD TV
Figure 50: Household ownership of televisions, by gender, August 2013
Smart TVs in demand with ‘on-demand’ watching 16-24s
Figure 51: Household ownership of televisions, by age, August 2013
High-earners show the direction of the market
Figure 52: Household ownership of televisions, by gross-annual household income, August 2013
Customisation of smart TV menu screens could see more families upgrade
Figure 53: Household ownership of televisions, by presence of children in home, August 2013
Secondary TVs may be at risk as tablets take over
Figure 54: Household television ownership, by room, August 2013
Standard-definition could be wiped out as bedroom TVs are replaced
Figure 55: Household television ownership, by room, August 2013
TELEVISION PURCHASING PLANS AND PRIORITIES
Key points
A quarter of consumers are planning to buy a TV in the next year
Figure 56: TV purchasing plans, August 2013
Young men most likely to buy as FIFA World Cup dawns
Figure 57: Plans to purchase a TV in the next year, by gender and age, August 2013
Consumers budgets likely to be squeezed
Figure 58: Plans to purchase a TV in the next year, by financial situation, August 2013
Opportunity for bundle deals
Figure 59: Proportion of device owners who are planning to purchase a TV in the next 12 months, August 2013
Smart TV is finally gaining popularity
Figure 60: Interest in features and screen types, August 2013
Consumers wanting an LCD may well upgrade to super-slim LED TVs
AWARENESS, INTEREST AND VALUE OF TV PRODUCT FEATURES
Key points
Consumers are still willing to pay more to acquire HD
Figure 61: Awareness, interest and value of product features, August 2013
Three quarters of potential TV buyers are interested in wireless streaming
Young men most likely to pay more for an upgrade
Figure 62: Willingness to pay more for each feature, August 2013
ATTITUDES TOWARDS TELEVISIONS
Key points
HD picture quality is still key for consumers
Figure 63: Attitudes towards televisions, August 2013
The power of extended warranty and trade-in schemes
Multiple-device TV viewing appeals to young people
Figure 64: Attitudes towards televisions, August 2013
USAGE OF SMART, HD AND 3D TELEVISIONS
Key points
Almost three fifths of HD TV owners regularly watch HD channels
Figure 65: Usage of HD TV channels, August 2013
Limited availability of 3D content stifles usage
Figure 66: Usage of 3D TV channels, August 2013
Smart TV users start to connect regularly
Figure 67: Usage of smart TV apps, August 2013
Figure 68: Activities undertaken on smart TVs among adults and children, 2013
APPENDIX – MARKET SIZE AND FORECAST
Figure 69: Value forecast of UK television purchases, 2008-18
Figure 70: Volume forecast of UK television purchases, 2008-18
APPENDIX – BRAND RESEARCH
Figure 71: Brand usage, September 2013
Figure 72: Brand commitment, September 2013
Figure 73: Brand momentum, September 2013
Figure 74: Brand diversity, September 2013
Figure 75: Brand satisfaction, September 2013
Figure 76: Brand attitude, September 2013
Figure 77: Brand image – macro image, September 2013
Figure 78: Brand image – micro image, September 2013
Figure 79: Profile of target groups, by demographics, September 2013
Figure 80: Psychographic segmentation, by target groups, September 2013
Figure 81: Brand usage, by target groups, September 2013
Brand index
Figure 82: Brand index, September 2013
APPENDIX – TELEVISIONS IN THE HOME
Figure 83: Household ownership of televisions, by TV type, August 2013
Figure 84: Household ownership of televisions, by TV type, by demographics, August 2013
Figure 85: Household television ownership, by household television ownership, August 2013
Figure 86: Household television ownership, by room, August 2013
Figure 87: Standard-definition TV ownership, by room, August 2013
Figure 88: High definition (HD) TV ownership, by room, August 2013
Figure 89: Internet-enabled TV ownership, by room, August 2013
Figure 90: 3D TV ownership, by room, August 2013
Figure 91: Household television ownership, by room – Any, by demographics, August 2013
Figure 92: Household television ownership, by room – Standard-definition TV, by demographics, August 2013
Figure 93: Household television ownership, by room – High definition TV, by demographics, August 2013
Figure 94: Household television ownership, by room – Internet-enabled TV, by demographics, August 2013
Figure 95: Household television ownership, by room – 3D TV, by demographics, August 2013
APPENDIX – TELEVISION PURCHASING PLANS AND PRIORITIES
Figure 96: TV purchasing plans, August 2013
Figure 97: TV purchasing plans, by demographics, August 2013
Figure 98: Interest in features and screen types, August 2013
Figure 99: Interest in features and screen types, by demographics, August 2013
Figure 100: Interest in features and screen types, by interest in features and screen types, August 2013
Figure 101: Interest in features and screen types, by TV purchasing plans, August 2013
APPENDIX – AWARENESS, INTEREST AND VALUE OF TV PRODUCT FEATURES
Figure 102: Awareness, interest and value of product features, August 2013
Figure 103: Awareness, interest and value of product features – Freeview HD tuner, by demographics, August 2013
Figure 104: Awareness, interest and value of product features – 1080p high-definition, by demographics, August 2013
Figure 105: Awareness, interest and value of product features – Ability to wirelessly show content from other devices, by demographics, August 2013
Figure 106: Awareness, interest and value of product features – Access to apps, by demographics, August 2013
Figure 107: Awareness, interest and value of product features – 100Hz processing rate or higher, by demographics, August 2013
Figure 108: Awareness, interest and value of product features – 3D capability, by demographics, August 2013
Figure 109: Awareness, interest and value of product features – Voice and/or gesture control, by demographics, August 2013
Figure 110: Awareness, interest and value of product features – Built-in camera, by demographics, August 2013
Figure 111: Awareness, interest and value of product features, by interest in features and screen types, August 2013
APPENDIX – ATTITUDES TOWARDS TELEVISIONS
Figure 112: Attitudes towards televisions, August 2013
Figure 113: Attitudes towards televisions, by demographics, August 2013
Figure 114: Attitudes towards televisions, by demographics, August 2013 (continued)
Figure 115: Attitudes towards televisions, by demographics, August 2013 (continued)
Figure 116: Attitudes towards televisions, by demographics, August 2013 (continued)
Figure 117: Attitudes towards televisions, by demographics, August 2013 (continued)
APPENDIX – USAGE OF SMART, HD AND 3D TVS
Figure 118: Usage of HD TV channels, August 2013
Figure 119: Usage of 3D TV channels, August 2013
Figure 120: Usage of smart TV apps, August 2013
Figure 121: Usage of HD TV channels, by demographics, August 2013
Figure 122: Usage of smart TV apps, by demographics, August 2013
Figure 123: Interest in features and screen types, by usage of HD TV channels, August 2013
Figure 124: Interest in features and screen types, by usage of smart TV apps, August 2013

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