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Televisions - UK - July 2009

The market for televisions is made up of very competitive players, which have driven innovation. However, the recession has meant that those willing to pay a premium for the latest technology are harder to come by – replaced by shoppers who are increasingly fixated on price.

This has provided an opportunity for supermarkets to make inroads into the market with their low-cost own-label products. It’s therefore more important than ever for premium brands in the market to communicate and therefore attach greater value to their products.

Main issues

  • How has the recession impacted on sales and market values?

  • What are the underlying trends in the market that could help TV sales?

  • How are big screen televisions faring against sales of smaller screens?

  • Where do consumers buy new TVs? Is the high street really losing out to online?

  • Who is still prepared to buy the latest TV equipment, regardless of the cost?

  • Who makes the TV buying decisions in the household?

  • What functionality do buyers look for in a new set? What motivates buyers?

  • Why is LCD technology doing so much better against Plasma?

  • What will be the impact of OLED technology? When will it go mass market?

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Appealing to less confident TV buyers
              • TVs: The home hub of the future
                • Can televisions bring a sense of the authentic?
                • Market in Brief

                  • Growing ownership and interest in HD-Ready TV’s
                    • The impact of the recession
                      • The threat from own-label
                        • TV buyer attitudes to the recession
                        • Internal Market Environment

                          • Key points
                            • Usage of HD Ready TV sets increase
                              • Figure 1: Adults that have a HD Ready TV set at home, July-07-July-09
                            • Falling average prices
                              • Figure 2: Typical retail prices for small and large TV sets, 2004-09
                            • Digital switchover
                              • Increased affordability of HD services
                                • Blu-ray adds value, but has yet to have a definitive impact
                                • Broader Market Environment

                                  • Key points
                                    • Rising ABs provide an opportunity for premium TV brands
                                      • Figure 3: Forecast adult population trends, by socio-economic group, 2004-14
                                    • Stagnating personal disposable incomes
                                      • Figure 4: Trends in personal disposable income and consumer expenditure, 2004-14
                                    • An aging population
                                      • Figure 5: Trends in the age structure of the UK population, by gender, 2004-14
                                  • Competitive Context

                                    • Key points
                                      • Growth in watching the PC screen
                                        • Figure 6: Broadband penetration and connection speeds, 2007-08
                                        • Figure 7: Usage of on-demand channels via the home PC, 2008 and 2009
                                      • Popularity of user-generated content
                                        • Figure 8: Top ten online video viewing properties ranked, by total UK unique visitors*, 2008 and 2009
                                      • Impact of online video in the long term
                                      • Strengths and Weaknesses

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • 3D visuals
                                                  • Blu-ray also goes 3D
                                                    • OLED goes mass market
                                                      • Roll-up televisions
                                                        • Holographic TV
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Market values to improve from 2010 onwards
                                                              • Figure 9: Total market size and forecast for UK retail sales of TV sets (small and large screens), by volume and value, 2004-14
                                                            • Larger screens set for a better long-term future
                                                              • Figure 10: Market size and forecast for UK retail sales of TV sets, by volume, 2004-14
                                                              • Figure 11: Market size and Forecast for UK retail sales of TV sets, by value, at current prices, 2004-14
                                                          • Segment Performance

                                                            • Key points
                                                              • LCD technology dominates the small screen
                                                                • Figure 12: UK volume retail sales of TV sets, by screen type, 2007-09
                                                              • LCD versus plasma: Which is better for the big screen?
                                                                • Plasmas: The TV equivalent of the vinyl record?
                                                                  • 19” the new starting point for buyers
                                                                    • Figure 13: UK volume retail sales of TV sets, by screen size, 2007-09
                                                                  • 43”+ grows, but for how long?
                                                                  • Market Share

                                                                    • Key points
                                                                      • The march of own-label TVs
                                                                        • Figure 14: Market share of UK TV brands, 2005-09
                                                                      • Biggest threat to weaker players in the sector
                                                                      • Companies and Products

                                                                          • Manufacturers and brands
                                                                            • Figure 15: Leading companies in the television market and their brands
                                                                          • LG Electronics
                                                                            • Panasonic
                                                                              • Samsung Consumer Electronics
                                                                                • Sony
                                                                                  • Toshiba
                                                                                  • Brand Communication and Promotion

                                                                                    • Key points
                                                                                      • How can brands stick out from the crowd?
                                                                                        • Figure 16: Spend in the TV set and satellite TV sector, by advertiser, January 2006-December 2008
                                                                                      • Engaging via user-generated content
                                                                                        • Increasing focus on innovative marketing techniques
                                                                                          • Figure 17: Spend in the TV set and satellite TV sector, by channel, January 2006-December 2008
                                                                                      • Channels to Market

                                                                                        • Key points
                                                                                          • Internet continues to gain share
                                                                                            • Figure 18: Percentage shares of the UK television market, by retailer type, 2004-09
                                                                                          • Department stores maintain their position
                                                                                            • Electrical multiples struggle against supermarkets
                                                                                            • Brand Elements

                                                                                              • Key points
                                                                                                • Brand map
                                                                                                    • Figure 19: Attitudes towards and usage of television brands, May 2009
                                                                                                  • Brand qualities of television brands
                                                                                                    • Sony is superior
                                                                                                      • Figure 20: Personalities of various television brands, May 2009
                                                                                                    • Experience of television brands
                                                                                                      • Samsung success appears relatively recent
                                                                                                        • Figure 21: Consumer usage of various television brands, May 2009
                                                                                                      • Brand intentions for television brands
                                                                                                        • Panasonic, JVC and Toshiba most likely to be considered
                                                                                                          • Figure 22: Consideration of various television brands, May 2009
                                                                                                        • Brand satisfaction for television brands
                                                                                                          • Excellent ratings consistent with market leadership
                                                                                                            • Figure 23: Satisfaction with various television brands, May 2009
                                                                                                          • Brand commitment to television brands
                                                                                                            • Samsung generates more loyalty than Panasonic
                                                                                                              • Figure 24: Commitment to various television brands, May 2009
                                                                                                            • Sony
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 25: Attitudes towards the Sony brand, May 2009
                                                                                                              • Samsung
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 26: Attitudes towards the Samsung brand, May 2009
                                                                                                                • LG
                                                                                                                  • What the consumer thinks
                                                                                                                    • Figure 27: Attitudes towards the LG brand, May 2009
                                                                                                                  • Alba
                                                                                                                    • Figure 28: Attitudes towards the Alba brand, May 2009
                                                                                                                • Type of TV Bought

                                                                                                                  • Key points
                                                                                                                    • LCD takes advantage of its smaller size
                                                                                                                      • Figure 29: Type of TV bought, by room, March 2009
                                                                                                                    • Who buys for which room?
                                                                                                                      • Figure 30: TV in different rooms, by gender and age, March 2009
                                                                                                                    • Plasma – is it the preserve of the wealthy?
                                                                                                                      • Figure 31: Type of TV bought for all rooms, by gender, age and socio-economic group, March 2009
                                                                                                                  • Routes to Purchasing a Television

                                                                                                                    • Key points
                                                                                                                      • Physical retailers dominate
                                                                                                                        • Figure 32: Ways in which last TV was bought, March 2009
                                                                                                                      • Drivers to physical store environments
                                                                                                                      • Impact of the Recession on TV Buying

                                                                                                                        • Key points
                                                                                                                          • Few respondents put off over affordability issues
                                                                                                                            • Figure 33: Impact of current economic environment on buying a new TV, March 2009
                                                                                                                          • Everything’s for sale
                                                                                                                            • Getting the best TV without compromise
                                                                                                                              • The impact of more time spent at home
                                                                                                                                • Compromising on brand, not on functionality
                                                                                                                                • What Consumers Look for in a New Television

                                                                                                                                  • Key points
                                                                                                                                    • Who is most concerned about branding?
                                                                                                                                        • Figure 34: Important considerations in buying a TV, March 2009
                                                                                                                                      • Differences by gender
                                                                                                                                        • Age differentials
                                                                                                                                          • What next for premium television brands?
                                                                                                                                          • Motivations for Buying a New TV

                                                                                                                                            • Key points
                                                                                                                                              • Low impact of heavy discounting
                                                                                                                                                • Figure 35: Main reasons for buying a TV, March 2009
                                                                                                                                              • Males focused on screen size and picture quality
                                                                                                                                                • Figure 36: Main reasons for buying a TV, by gender, March 2009
                                                                                                                                            • Appendix – Type of TV Bought

                                                                                                                                                • Figure 37: Type of TV bought for all rooms, by demographics, March 2009
                                                                                                                                                • Figure 38: TV in different rooms, by demographics, March 2009
                                                                                                                                            • Appendix – Routes to Purchasing a Television

                                                                                                                                                • Figure 39: The ways in which last TV was bought, by demographics, March 2009
                                                                                                                                            • Appendix – Impact of the Recession on TV Buying

                                                                                                                                                • Figure 40: Impact of current economic environment in buying a new TV, by demographics, March 2009
                                                                                                                                            • Appendix – What Consumers Look for in a New Television

                                                                                                                                                • Figure 41: Important considerations in buying a TV, by demographics, March 2009
                                                                                                                                                • Figure 42: Important considerations in buying a TV, by demographics, March 2009
                                                                                                                                                • Figure 43: Further important considerations in buying a TV, by demographics, March 2009
                                                                                                                                                • Figure 44: Further important considerations in buying a TV, by demographics, March 2009
                                                                                                                                            • Appendix – Motivations for Buying a New TV

                                                                                                                                                • Figure 45: Most popular reasons for buying a new TV, by detailed demographics, March 2009
                                                                                                                                                • Figure 46: Next most popular reasons for buying a new TV, by detailed demographics, March 2009

                                                                                                                                            Companies Covered

                                                                                                                                            • Alba plc
                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                            • Argos
                                                                                                                                            • Asda Group Ltd
                                                                                                                                            • Bang & Olufsen
                                                                                                                                            • Bose Ltd
                                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                            • British Video Association (BVA)
                                                                                                                                            • BT Group plc
                                                                                                                                            • Chelsea Football Club
                                                                                                                                            • Co-operative Group
                                                                                                                                            • Comet Group Ltd
                                                                                                                                            • Currys
                                                                                                                                            • Evesham Technology
                                                                                                                                            • Facebook, Inc.
                                                                                                                                            • Fox Interactive Media
                                                                                                                                            • Google UK
                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                            • Home Retail Group
                                                                                                                                            • HomeChoice
                                                                                                                                            • J. Sainsbury
                                                                                                                                            • John Lewis Plc (department store)
                                                                                                                                            • LG Electronics (UK)
                                                                                                                                            • Lidl (UK)
                                                                                                                                            • Marks & Spencer
                                                                                                                                            • Matsushita Electric Industrial Co., Ltd.
                                                                                                                                            • Microsoft Ltd (UK)
                                                                                                                                            • Panasonic
                                                                                                                                            • Richer Sounds Plc
                                                                                                                                            • Samsung Electronics (UK) Ltd
                                                                                                                                            • Sanyo Europe Limited
                                                                                                                                            • Sharp Electronics (UK) Ltd
                                                                                                                                            • Telewest Communications plc
                                                                                                                                            • Tesco Plc
                                                                                                                                            • Toshiba Corporation
                                                                                                                                            • Union of European Football Association (UEFA)
                                                                                                                                            • Virgin Media Ltd
                                                                                                                                            • Waitrose
                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                            • Yahoo! UK & Ireland
                                                                                                                                            • YouTube, Inc.

                                                                                                                                            Televisions - UK - July 2009

                                                                                                                                            US $2,672.70 (Excl.Tax)