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Televisions - UK - August 2016

“The growth of digital content and online viewing has led internet-connected TVs to become increasingly popular and further their market penetration, while 3D technology continues to struggle to appeal to consumers, who are now more likely to own a 4K TV than a 3D screen.”
– Sara Ballaben, Senior Technology Analyst

This report examines the following issues:

  • Enhancing the perceived added value of 4K TVs
  • The potential of white-label products

This Report looks at the UK market for televisions. ‘Televisions’ in this context refers to any independent device built explicitly with the purpose of receiving broadcast television signals. Personal computers plugged into an aerial, for example, would not be included within this definition, and are not included in the market size estimates.

A number of types of television are capable of being connected to computers with audio and video cables, and displaying content from the internet accordingly. Other televisions have the ability to connect directly to the internet built into them, and come with customised software designed to facilitate this. This latter category of devices is what is referred to when ‘smart’ or ‘internet-enabled’ televisions are discussed in this Report.

‘3D television’ (or 3DTV) refers to any television with the ability to display 3D content (whether from a satellite, cable or digital terrestrial TV signal, read from a disc or from an internet source). Some televisions use ‘passive’ glasses to accomplish this, where polarised plastic panes filter the content seen by each eye. Other televisions use ‘active shutter’ glasses, where battery-powered shutters within the glasses are used to the same end effect. Both technologies are covered under discussion of 3D television.

For the purposes of this Report, small-screen TVs are classified as those sized 24” and below, medium TVs are sized 25-31” and large-screen TVs refer to those sized 32” and above.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Market fluctuations expected ahead
              • 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
              • 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
                • Figure 4: Number of televisions in household, September 2015 and June 2016
              • HDTVs dominate market
                • Figure 5: Type of TV used most often, June 2016
              • Two in five owners have a smart TV
                • Figure 6: Features included in main TV in the household, June 2016
              • Two fifths of TV owners interested in upgrading to 4K
                • Figure 7: Ownership of and interest in Ultra HD 4K TVs, June 2016
              • Moving up the purchase of 4K TVs
                • Figure 8: Timescale to purchase of Ultra HD 4K TVs, June 2016
              • Importance of picture quality could push adoption
                • Figure 9: Most important factors when buying new main TV set, June 2016
              • Are TVs too expensive?
                • Figure 10: Willingness to spend on new main TV set, June 2016
              • TV owners show high price-sensitivity
                • Figure 11: Attitudes towards televisions, June 2016
              • Know your audience
                • Figure 12: Target groups based on attitudes towards televisions, June 2016
              • What we think
              • Issues and Insights

                • 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

                            • 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

                                          • Market fluctuations expected ahead
                                            • 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
                                            • Figure 15: Forecast average price for televisions in the UK, 2015-21
                                            • Figure 16: Volume of the UK television market, 2011-21
                                            • Figure 17: Volume of the UK television market, 2011-21
                                        • Channels to Market

                                          • Televisions the most likely technology product to be bought in-store
                                            • Figure 18: Proportion of consumers who bought technology products online or in-store, by product, April 2015
                                          • Non-specialist retailers lead the market
                                            • Figure 19: Type of supplier used to buy televisions, April 2015
                                            • Figure 20: Type of retailer used to buy televisions, by online/in-store, April 2016
                                        • Market Drivers

                                          • Spend on home electronics shows positive signs
                                            • 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
                                            • Figure 22: Plans to purchase or upgrade televisions, by timescale, July 2016
                                          • Televisions have a short specification-driven path to purchase
                                              • Figure 23: Timeline to purchase of technology products, April 2016
                                            • Broadcast TV viewing time is declining
                                              • Figure 24: Average daily minutes of TV screen time, by activity type, 2014
                                          • Key Players – What You Need to Know

                                            • 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

                                                        • TVs become part of the furniture with Samsung’s Serif
                                                          • Figure 25: Samsung’s Serif in two variations of colour, with and without legs, July 2016
                                                        • Ambilight Projection extends the screen to the wall
                                                          • Figure 26: 4K Razor Slim TV powered by Android TV showing the Ambilight feature, July 2016
                                                        • Roll-up OLED screens
                                                          • 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

                                                            • Above-the-line advertising spend declines
                                                                • 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
                                                                • Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by advertiser, 2015
                                                              • Methodology and coverage
                                                              • Brand Research

                                                                  • Brand map
                                                                    • Figure 30: Attitudes towards and usage of selected technology brands, June 2016
                                                                  • Key brand metrics
                                                                    • Figure 31: Key metrics for selected technology brands, June 2016
                                                                  • Brand attitudes: Samsung’s cross-category presence fosters cool and modern image
                                                                    • Figure 32: Attitudes, by technology brand, June 2016
                                                                  • Brand personality: Samsung and Sony share similar upbeat positioning
                                                                    • Figure 33: Brand personality – Macro image, June 2016
                                                                  • LG’s affordability leads to a degree of perceived unreliability
                                                                    • Figure 34: Brand personality – Micro image, June 2016
                                                                  • Brand analysis
                                                                    • Samsung builds desirability by combining performance and innovation
                                                                      • Figure 35: User profile of Samsung, June 2016
                                                                    • Sony’s premium positioning leads to a bias towards men
                                                                      • Figure 36: User profile of Sony, June 2016
                                                                    • LG successfully competes with a budget positioning
                                                                      • Figure 37: User profile of LG, June 2016
                                                                    • Panasonic’s specialised product lines impact positioning
                                                                      • Figure 38: User profile of Panasonic, June 2016
                                                                    • Limited tech innovation leaves Philips with a traditional but unappealing image
                                                                      • Figure 39: User profile of Philips, June 2016
                                                                  • The Consumer – What You Need to Know

                                                                    • 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

                                                                              • Online viewing not a strong threat to secondary TV sets yet
                                                                                • Figure 40: Number of televisions in household, September 2015 and June 2016
                                                                              • HDTVs dominate market
                                                                                • Figure 41: Type of TV used most often, June 2016
                                                                              • Two in five owners have a smart TV
                                                                                • Figure 42: Features included in main TV in the household, June 2016
                                                                            • 4K TVs

                                                                              • Two fifths of TV owners interested in upgrading to 4K
                                                                                • 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
                                                                                    • Figure 44: Timescale to purchase of Ultra HD 4K TVs, June 2016
                                                                                    • 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

                                                                                  • Importance of picture quality could push adoption
                                                                                    • Figure 46: Most important factors when buying new main TV set, June 2016
                                                                                  • Targeting opportunities besides tech-savvy men
                                                                                      • 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

                                                                                    • Are TVs too expensive?
                                                                                      • Figure 48: Willingness to spend on new main TV set, June 2016
                                                                                      • Figure 49: Average willingness to spend on new main TV set, by age, June 2016
                                                                                    • Justifying price premiums
                                                                                      • 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

                                                                                    • TV owners show high price-sensitivity
                                                                                      • Figure 51: Attitudes towards televisions, June 2016
                                                                                    • Enhancing TVs’ connectivity potential
                                                                                      • Know your audience
                                                                                        • Brand-driven Followers
                                                                                          • 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

                                                                                              • Data sources
                                                                                                • Abbreviations
                                                                                                  • Market size and forecast
                                                                                                    • Fan chart forecast
                                                                                                      • Value
                                                                                                        • Figure 53: Best- and worst-case forecast for the value of the UK television market, 2016-21
                                                                                                      • Volume
                                                                                                        • Figure 54: Best- and worst-case forecast for the volume of the UK television market, 2016-21
                                                                                                      • Brand research
                                                                                                        • Brand map

                                                                                                        Companies Covered

                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                        Televisions - UK - August 2016

                                                                                                        £1,995.00 (Excl.Tax)