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Televisions - UK - November 2013

“Aesthetically motivated consumers have cost the TV industry in recent years. People have prioritised visual aspects, such as screen size, design and picture quality, ahead of ‘internal’ features, such as smart and 3D capability.Whilst consumers haven’t had to pay a significant premium for these aesthetic aspects in recent years, super-slim 4K OLED TVs will reignite value as consumers and manufacturers priorities realign.”

– Paul Davies, Senior Technology Analyst

Some questions answered in this report include:

  • Are TVs in danger of becoming monitors for external content sources?
  • 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?

This report looks at how ownership of different types of TV has developed, and also discusses the location of TVs in consumers’ homes. People’s purchasing plans are also assessed as we discover when consumers are looking to buy their next TV, and which features or screen types they are most interested in.
The report also investigates the value consumers place on different types of TV product features, and what attitudes they have towards buying and watching television.

Finally, we look at the usage of smart apps, HD and 3D channels amongst existing device owners.

This report will examine the sales of televisions in the UK. ‘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 during this report.

‘3D television’ refers to any television with the ability to display three-dimensional (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.

LED-backlit televisions use an advanced form of LCD technology. Within this report these two types of screen (LCD and LED) are treated separately, and therefore the term ‘standard LCD’ refers to those TVs without LED enhancement.

For the purposes of this report, small screen TVs are classified as those sized 24 inches and below, medium TVs are sized 26-31 inches, and large screen TVs refer to those sized 32 inches and above.

The terms 4K and Ultra HD are used interchangeably throughout this report in reference to the next generation of picture quality. Ultra HD TVs are categorised as those that display a horizontal resolution of 4,000 pixels.

Discussion of the ‘main’ television set refers to the television consumers will spend most time with. Normally this is contained in the living room. ‘Secondary’ sets are generally referred to as TVs in kitchens, bedrooms or other rooms.

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Table of contents

  1. 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

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Apple Retail UK
                                                                                                                                                            • Argos
                                                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                                                            • British Film Institute
                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                            • Currys
                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                            • Google UK
                                                                                                                                                            • John Lewis Partnership
                                                                                                                                                            • LG Electronics (UK)
                                                                                                                                                            • Netflix, Inc.
                                                                                                                                                            • Panasonic
                                                                                                                                                            • Philips Consumer Electronics UK
                                                                                                                                                            • Samsung Electronics (UK) Ltd
                                                                                                                                                            • Sony (UK) Ltd
                                                                                                                                                            • Sony Corporation
                                                                                                                                                            • Toshiba Corporation
                                                                                                                                                            • YouTube, Inc.
                                                                                                                                                            • Zenith Electronics Corporation

                                                                                                                                                            Televisions - UK - November 2013

                                                                                                                                                            US $2,583.33 (Excl.Tax)