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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