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Televisions - UK - September 2011

“The falling cost of television sets and the rising number of commercial channels have contributed to the trend toward multiple TVs in the home, which cater for the simultaneous broadcast of different programmes for different household members. However, the number of households with multiple televisions is now in fact falling, as computers and smartphones replace the need for secondary TV sets.”

– Cecilia Liao, Senior Technology Analyst

Monochrome sets are excluded from this report, as are miniature receivers, projection televisions, Freeview set-top boxes, digital TV storage devices, home cinema systems and non-commercial monitors (eg CCTV monitors). Mintel last examined the televisions market in July 2009.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume forecast of televisions, 2006-16
              • Figure 2: Value forecast of televisions, 2006-16
            • Market factors
              • Figure 3: CPI for all items vs. CPI for ‘Equipment for the Reception, Recording and Reproduction of Sound and Pictures’, July 2005-July 2011
            • Companies, brands and innovation
              • The consumer
                • Figure 4: Television set upgrade intention in the next 12 months, by age of primary television set in the home, July 2011
                • Figure 5: Attitudes towards television sets, July 2011
              • What we think
              • Issues in the Market

                  • Do consumers want 3DTV?
                    • Will computers and mobile devices replace the television set?
                      • How can electronics retailers attract more custom?
                        • Can consumers be convinced that extended warranties for TVs are worth buying?
                        • Future Opportunities

                            • Trend: Experience is All
                              • Trend: Prepare for the Worst
                              • Internal Market Environment

                                • Key points
                                  • HDTV ownership
                                    • Figure 6: HDTVs, HDTV service, and Blu-ray player penetration, July 2008-July 2011
                                  • 3DTV ownership
                                    • TVs in the home are getting larger
                                      • Figure 7: Trends in screen size of TVs in the household, 2009-10
                                    • LCD is the most popular screen type
                                      • Figure 8: Trends in type of TV screen, 2006-10
                                  • Broader Market Environment

                                    • Key points
                                      • Fragile economic recovery
                                        • Figure 9: GDP quarterly percentage change, Q1 2004-Q2 2011
                                      • Interest rates to remain low despite inflation
                                        • Figure 10: UK Inter-bank, three-month rate+ and selected UK bank rates*, January 2001-July 2011
                                      • Low consumer confidence to continue
                                        • Figure 11: GFK NOP Consumer Confidence Index, January 1988-July 2011
                                      • A note on inflation for televisions
                                        • Figure 12: CPI for all items vs. CPI for ‘Equipment for the Reception, Recording and Reproduction of Sound and Pictures,’ July 2005-July 2011
                                    • Competitive Context

                                      • Key points
                                        • Figure 13: Trends in the number of TVs in the household, 2006-10
                                      • Computers
                                        • Figure 14: Activities for which the only/most recently purchased computer is used, 2010
                                      • Smartphones
                                        • Figure 15: Activities performed at least occasionally via mobile internet on mobile phones in the last 12 months, 2010*
                                      • Game consoles
                                        • Static game consoles
                                          • Portable game consoles
                                          • Who’s Innovating?

                                            • Key points
                                              • ‘Appification’ of televisions
                                                • Pushing 3D content to sell 3DTVs
                                                  • Developments in 3D glasses
                                                    • Connectivity with other home electronics
                                                      • New screen technologies
                                                        • Promotions via augmented reality (AR)
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Fragile economy dampens sales of television sets
                                                              • Figure 16: Value and volume sales of televisions, 2006-16
                                                            • Market size by features
                                                              • Figure 17: Television value and volume sales, by screen type, 2010
                                                            • Forecast
                                                              • Figure 18: Volume forecast of televisions, 2006-16
                                                              • Figure 19: Value forecast of televisions, 2006-16
                                                            • Forecast methodology
                                                            • Companies and Products

                                                                • Sony UK
                                                                  • Company overview
                                                                    • TV product range
                                                                      • Innovations and recent developments
                                                                        • Promotional efforts in the UK
                                                                          • Outlook and future strategy
                                                                            • Panasonic
                                                                              • Company overview
                                                                                • TV product range
                                                                                  • Innovations and recent developments
                                                                                    • Promotional efforts in the UK
                                                                                      • Recent sales and financial performance
                                                                                        • Outlook and future strategy
                                                                                          • Samsung Consumer Electronics
                                                                                            • Company overview
                                                                                              • TV product range
                                                                                                • Innovations and recent developments
                                                                                                  • Promotional efforts in the UK
                                                                                                    • Recent sales and financial performance
                                                                                                      • Outlook and future strategy
                                                                                                        • LG Electronics
                                                                                                          • Company overview
                                                                                                            • TV product range
                                                                                                              • Innovations and recent developments
                                                                                                                • Promotional efforts in the UK
                                                                                                                  • Recent sales and financial performance
                                                                                                                    • Outlook and future strategy
                                                                                                                      • Sharp
                                                                                                                        • Company overview
                                                                                                                          • TV product range
                                                                                                                            • Innovations and recent developments
                                                                                                                              • Promotional efforts in the UK
                                                                                                                                • Recent sales and financial performance
                                                                                                                                  • Outlook and future strategy
                                                                                                                                    • Toshiba
                                                                                                                                      • Company overview
                                                                                                                                        • TV product range
                                                                                                                                          • Innovations and recent developments
                                                                                                                                            • Promotional efforts in the UK
                                                                                                                                              • Recent sales and financial performance
                                                                                                                                                • Outlook and future strategy
                                                                                                                                                  • Bang & Olufsen
                                                                                                                                                    • Company overview
                                                                                                                                                      • TV product range
                                                                                                                                                        • Innovations and recent developments
                                                                                                                                                          • Promotional efforts in the UK
                                                                                                                                                            • Recent sales and financial performance
                                                                                                                                                              • Outlook and future strategy
                                                                                                                                                              • Brand Research

                                                                                                                                                                • Brand map
                                                                                                                                                                    • Figure 20: Attitudes towards, and usage of television brands, May 2010
                                                                                                                                                                  • Brand attitudes
                                                                                                                                                                    • Figure 21: Attitudes by television brand, May 2011
                                                                                                                                                                  • Brand personality
                                                                                                                                                                    • Figure 22: Television brand personality – macro image, May 2011
                                                                                                                                                                    • Figure 23: Television brand personality – micro image, May 2011
                                                                                                                                                                  • Correspondence analysis
                                                                                                                                                                    • Brand experience
                                                                                                                                                                      • Figure 24: Television brand usage, May 2011
                                                                                                                                                                      • Figure 25: Satisfaction with various television brands, May 2011
                                                                                                                                                                      • Figure 26: Consideration of television brands, May 2011
                                                                                                                                                                      • Figure 27: Consumer perceptions of current television brand performance, May 2011
                                                                                                                                                                      • Figure 28: Television brand recommendation – Net Promoter Score, May 2011
                                                                                                                                                                    • Brand index
                                                                                                                                                                      • Figure 29: Television brand index, May 2011
                                                                                                                                                                      • Figure 30: Television brand index vs. recommendation, May 2011
                                                                                                                                                                    • Target group analysis
                                                                                                                                                                      • Figure 31: Target groups, May 2011
                                                                                                                                                                      • Figure 32: Television brand usage, by target groups, May 2011
                                                                                                                                                                    • Group One – The Conformists
                                                                                                                                                                      • Group Two – Simply the Best
                                                                                                                                                                        • Group Three – Shelf Stalkers
                                                                                                                                                                          • Group Four – Habitual Shoppers
                                                                                                                                                                            • Group Five – The Individualists
                                                                                                                                                                            • Channels to Market

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Figure 33: Place of purchase for most recently bought television set, July 2011
                                                                                                                                                                              • Electronics retailers remain top choice
                                                                                                                                                                                  • Figure 34: Proportion of consumers who bought their most recent televisions vs. computers from electronics retailers, 2010
                                                                                                                                                                                • Online sales for general retailers
                                                                                                                                                                                  • Figure 35: Method of purchase (in-store vs. online) of most recently bought television set, by place of purchase, July 2011
                                                                                                                                                                                • Supermarkets gain market share
                                                                                                                                                                                  • Manufacturers join the retailing race
                                                                                                                                                                                    • Online vs. in-store
                                                                                                                                                                                      • More women than men buy televisions in-store
                                                                                                                                                                                        • Young and full-time students shop in-store
                                                                                                                                                                                        • Brand Communication and Promotion

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Ad spend in 2010 up 70% from 2009
                                                                                                                                                                                              • Figure 36: Monitored ad spend for televisions, 2007-10
                                                                                                                                                                                            • Adverts for TV most likely on TV
                                                                                                                                                                                              • Figure 37: Monitored ad spending for televisions, by media type, 2007-10
                                                                                                                                                                                            • Push for 3DTVs
                                                                                                                                                                                              • Figure 38: Monitored ad spending for 3DTVs, by media type, 2010
                                                                                                                                                                                              • Figure 39: Monitored ad spending for 3DTVs, by elevision manufacturers, 2010
                                                                                                                                                                                          • Televisions in the Home

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Prevalence of televisions
                                                                                                                                                                                                • Figure 40: Location of televisions in the home, July 2011
                                                                                                                                                                                                • Figure 41: Repertoire of location of televisions in the home, July 2011
                                                                                                                                                                                              • TV provides personalised, always-on entertainment
                                                                                                                                                                                                • Figure 42: Televisions in living room/lounge and own bedroom, by household size, July 2011
                                                                                                                                                                                                • Figure 43: Repertoire of location of televisions in the home, by household size July 2011
                                                                                                                                                                                              • Young, tech-savvy consumers watch TV in bed
                                                                                                                                                                                                • Figure 44: Televisions in living room/lounge and own bedroom, by internet usage, July 2011
                                                                                                                                                                                                • Figure 45: Televisions in living room/lounge and own bedroom, by age, July 2011
                                                                                                                                                                                              • Retirees less keen on televisions in the bedrooms
                                                                                                                                                                                                • Figure 46: Location of televisions in the home of retirees, July 2011
                                                                                                                                                                                              • Londoners more likely to have only one TV
                                                                                                                                                                                                • Figure 47: Homes with televisions in only one room, by region, July 2011
                                                                                                                                                                                            • Reasons for Buying Televisions

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Figure 48: Reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                              • Better picture quality is top reason for buying new TV
                                                                                                                                                                                                • Green credentials, internet connectivity, and 3D are not essential
                                                                                                                                                                                                  • Influence of price
                                                                                                                                                                                                    • Figure 49: Consumers agreeing to the statement “I would rather buy a television advertised on special promotion rather than the newest model,” by socio-economic group, July 2011
                                                                                                                                                                                                  • Bundling televisions and gaming consoles
                                                                                                                                                                                                  • The Television Replacement Cycle

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Age of existing TVs in the home
                                                                                                                                                                                                        • Figure 50: Age of primary television set in the home, July 2011
                                                                                                                                                                                                      • Who has recently upgraded their primary TV?
                                                                                                                                                                                                        • Figure 51: Age of primary television set in the home, by gender, age, and daily personal internet usage, July 2011
                                                                                                                                                                                                        • Figure 52: Age of primary television set in the home, by socio-economic group and gross annual household income, July 2011
                                                                                                                                                                                                      • Who wants to buy a new television?
                                                                                                                                                                                                        • Figure 53: Television set upgrade intention in the next 12 months, July 2011
                                                                                                                                                                                                        • Figure 54: television upgrade intention in the next 12 months, by gender, age, and daily personal internet usage, July 2011
                                                                                                                                                                                                      • How often do consumers upgrade their primary TV sets?
                                                                                                                                                                                                        • Figure 55: Television set upgrade intention in the next 12 months, by age of primary television set in the home, July 2011
                                                                                                                                                                                                    • General Attitudes towards Televisions

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Figure 56: Attitudes towards television sets, July 2011
                                                                                                                                                                                                      • Mixed feelings towards 3DTVs
                                                                                                                                                                                                        • Promoting 3DTVs through newspapers
                                                                                                                                                                                                          • Figure 57: Consumers agreeing to the statement “I am interested in owning a 3DTV,” by daily newspaper readership, July 2011
                                                                                                                                                                                                        • 3DTVs for families with children
                                                                                                                                                                                                          • Extended warranties are a waste of money
                                                                                                                                                                                                            • Try before you buy
                                                                                                                                                                                                              • Figure 58: Consumers agreeing to the statement “I prefer to experiment with a television in-store before I buy it,” by age, July 2011
                                                                                                                                                                                                            • Sacrificing the latest features to save some money
                                                                                                                                                                                                              • Helping consumers choose the right television
                                                                                                                                                                                                                • Younger consumers display stronger brand loyalty
                                                                                                                                                                                                                  • Figure 59: Consumers agreeing to the statement “I tend to stay with the same brand that I have bought before,” by age, July 2011
                                                                                                                                                                                                                • Watching TV without TV sets
                                                                                                                                                                                                                  • Figure 60: Consumers agreeing to the statement “I use computers/mobile devices to watch TV programmes more often than on a television set,” by age, July 2011
                                                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                                                  • Figure 61: Trends in number of TVs in the household, 2006-10
                                                                                                                                                                                                                  • Figure 62: Trends in screen size of TV in the household, 2006-10
                                                                                                                                                                                                                  • Figure 63: Trends in type of TV screen, 2006-10
                                                                                                                                                                                                              • Appendix – Competitive Context

                                                                                                                                                                                                                  • Figure 64: Activities for which the only/most recently purchased computer is used, 2010
                                                                                                                                                                                                                  • Figure 65: Activities performed at least occassionally via mobile internet on mobile phones in the last 12 months, 2010
                                                                                                                                                                                                              • Appendix – Brand Research

                                                                                                                                                                                                                  • Figure 66: Brand usage, May 2011
                                                                                                                                                                                                                  • Figure 67: Brand commitment, May 2011
                                                                                                                                                                                                                  • Figure 68: Brand momentum, May 2011
                                                                                                                                                                                                                  • Figure 69: Brand diversity, May 2011
                                                                                                                                                                                                                  • Figure 70: Brand satisfaction, May 2011
                                                                                                                                                                                                                  • Figure 71: Brand recommendation, May 2011
                                                                                                                                                                                                                  • Figure 72: Brand attitude, May 2011
                                                                                                                                                                                                                  • Figure 73: Brand image – macro image, May 2011
                                                                                                                                                                                                                  • Figure 74: Brand image – micro image, May 2011
                                                                                                                                                                                                                  • Figure 75: Profile of target group, by demographic, May 2011
                                                                                                                                                                                                                  • Figure 76: Psychographic segmentation of target group, by demographic, May 2011
                                                                                                                                                                                                                  • Figure 77: Brand usage, by target group, May 2011
                                                                                                                                                                                                                  • Figure 78: Brand index, May 2011
                                                                                                                                                                                                              • Appendix – Channels To Market

                                                                                                                                                                                                                  • Figure 79: Place and Method of purchase for most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 80: Most popular place and method of purchase for most recently bought television set, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 81: Next most popular place and method of purchase for most recently bought television set, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 82: Place of purchase for most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 83: Place of purchase for most recently bought television set, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 84: Method of purchase for most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 85: Method of purchase for most recently bought television set, by demographics, July 2011
                                                                                                                                                                                                              • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                  • Figure 86: Monitored ad spending for televisions, by media type, 2007-10
                                                                                                                                                                                                                  • Figure 87: Monitored ad spending for 3DTVs, by media type, 2010
                                                                                                                                                                                                              • Appendix – Televisions in the Home

                                                                                                                                                                                                                  • Figure 88: Location of televisions in the home, July 2011
                                                                                                                                                                                                                  • Figure 89: Location of televisions in the home, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 90: Repertoire of location of televisions in the home, July 2011
                                                                                                                                                                                                                  • Figure 91: Repertoire of location of televisions in the home, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 92: Location of televisions in the home, by repertoire of location of televisions in the home, July 2011
                                                                                                                                                                                                                  • Figure 93: Repertoire of location of televisions in the home, by household size July 2011
                                                                                                                                                                                                              • Appendix – Reasons for Buying Televisions

                                                                                                                                                                                                                  • Figure 94: Reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 95: Most popular reasons for purchasing most recently bought television set, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 96: Next most popular reasons for purchasing most recently bought television set, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 97: Most popular reasons for purchasing most recently bought television set, by reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 98: Next most popular reasons for purchasing most recently bought television set, by reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 99: Place and method of purchase for most recently bought television set, by most popular reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 100: Place and method of purchase for most recently bought television set, by next most popular reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 101: Place of purchase for most recently bought television set, by most popular reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 102: Place of purchase for most recently bought television set, by next most popular reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 103: Methods of purchase for most recently bought television set, by most popular reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                                  • Figure 104: Methods of purchase for most recently bought television set, by next most popular reasons for purchasing most recently bought television set, July 2011
                                                                                                                                                                                                              • Appendix – Television Replacement Cycle

                                                                                                                                                                                                                  • Figure 105: Age of primary television set in the home, July 2011
                                                                                                                                                                                                                  • Figure 106: Age of primary television set in the home, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 107: Television set upgrade intention in the next 12 months, July 2011
                                                                                                                                                                                                                  • Figure 108: Television set upgrade intention in the next 12 months, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 109: Television set upgrade intention in the next 12 months, by age of primary television set in the home, July 2011
                                                                                                                                                                                                                  • Figure 110: Age of primary television set in the home, by television set upgrade intention in the next 12 months, July 2011
                                                                                                                                                                                                                  • Figure 111: Attitudes towards television set, by television set upgrade intention in the next 12 months, July 2011
                                                                                                                                                                                                              • Appendix – General Attitudes towards Televisions

                                                                                                                                                                                                                  • Figure 112: Attitudes towards television sets, July 2011
                                                                                                                                                                                                                  • Figure 113: Agreement with the statements ‘I prefer to experiment with a television in-store before i buy it’ and ‘I am interested in owning a 3DTV’, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 114: agreement with the statements ‘Buying an extended warranty for a television is a waste of money’ and ‘I am confused by the amount of choices available when buying a television’, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 115: Agreement with the statements ‘I would rather buy a television advertised on special promotion rather than the newest model’, and ‘I tend to stay with the same brand that I have bought before’, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 116: Agreement with the statements ‘I am not convinced that a 3DTV is worth buying in the next 12 months’, and ‘I would like to buy a new TV but I cannot afford it because of my current economic circumstances’, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 117: Agreement with the statement ‘I use computers/mobile devices to watch TV programmes more often than on a television set’, by demographics, July 2011
                                                                                                                                                                                                                  • Figure 118: Attitudes towards television sets, by most popular attitudes towards television sets, July 2011
                                                                                                                                                                                                                  • Figure 119: Attitudes towards television sets, by next most popular attitudes towards television sets, July 2011

                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                              • Bang & Olufsen
                                                                                                                                                                                                              • Lakeside Shopping Centre
                                                                                                                                                                                                              • LG Electronics (UK)
                                                                                                                                                                                                              • Panasonic
                                                                                                                                                                                                              • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                              • Sharp Electronics (UK) Ltd
                                                                                                                                                                                                              • Sony (UK) Ltd
                                                                                                                                                                                                              • The All England Lawn Tennis Club
                                                                                                                                                                                                              • Tropical Places

                                                                                                                                                                                                              Televisions - UK - September 2011

                                                                                                                                                                                                              £1,750.00 (Excl.Tax)