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The UK Television Market - September 2012

Some questions answered in this report include:

  • Will 3DTV take off over 2012 and 2013?
  • Will smart TVs result in a focus on the environment, rather than the hardware?
  • How important are second and third television sets?
  • When will the next major disruptive force enter the market?

The television market has been under increased pressure in recent years, as steady commoditisation and a lack of paradigm-shifting technology (since high-definition) have taken their toll on year-on-year value sales. Manufacturers are hoping that 3D capability and smart connectivity will address these issues, but the indications from consumers are not positive. In this report, Mintel examines how and why televisions are being purchased for the home, as well as investigating consumer attitudes towards smart televisions.

What's covered in the UK Television Market Report?

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 count under this definition and are not included in the market size estimations.

A number of televisions 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 are what is referred to when ‘smart televisions’ are discussed during the report.

‘3D television’ refers to any television with the ability to display three-dimensional (3D) content (either from a satellite, cable or digital terrestrial TV signal, read from a disc or from an internet source). Some televisions use ‘passive classes’ to accomplish this, where polarised plastic panes filter the content seen by each eye. Other televisions use ‘active shutter’ classes, where battery-powered shutters within the classes are used to the same end effect. Some manufacturers are also building ‘glasses-free’ 3D glasses television, which can be viewed without the addition of any glasses. All three technologies are covered under discussion of 3D television.

Discussion of the ‘main’, ‘primary’ or ‘first’ television set refers to the television consumers will spend most time with. Normally this is contained in the living room. The ‘second’, ‘secondary’, ‘third’ or ‘tertiary’ sets are the sets in the kitchen, bedroom or other room.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast value of UK television purchases, 2007-17
            • Market drivers
              • A saturated market
                • 3D technology lacking in popularity
                  • Consumer confidence remains low
                    • Companies, brands and innovation
                      • Figure 2: Volume share of television sales, by brand, 2011
                    • The consumer
                      • Figure 3: Television ownership, June 2012
                      • Figure 4: Room in the household that consumers have a television in, July 2012
                      • Figure 5: Consumer motivations for purchasing their most recent television, July 2012
                      • Figure 6: Attitudes towards smart televisions, July 2012
                    • What we think
                    • Issues in the Market

                        • Will 3DTV take off over 2012 and 2013?
                          • Will smart TVs result in a focus on the environment, rather than the hardware?
                            • How important are second and third television sets?
                              • When will the next major disruptive force enter the market?
                              • Trend Application

                                  • Trend: Home Of The Senses
                                    • Trend: Switch Off
                                      • 2015 Trend: Old Gold
                                      • Market Drivers

                                        • Key points
                                          • LED ownership increases, but LCD still dominates
                                            • Figure 7: Ownership of LCD, plasma, LED and other types of televisions, 2008-12
                                            • Figure 8: Average cost of five approximately feature-comparable 42-inch, 3D televisions from a major online retailer, July 2012
                                          • Consumers in saturated market have no desire for bigger bedroom televisions
                                            • Figure 9: Size of televisions owned, 2012
                                            • Figure 10: Features on televisions owned, 2012
                                          • TV viewership steadily on the rise
                                            • Figure 11: TV metrics, 2005-11
                                          • OLED represents the next step in TV display technology
                                            • Smart television purchases gently increasing, though usage is low
                                                • Figure 12: Reasons why consumers purchased their most recent smart television, April 2012
                                              • 3D take-up may be increased with glasses-free technology
                                                  • Figure 13: Viewership of 3D content broadcast by the BBC, 2011-12
                                                • Quad HD technology is attracting significant interest
                                                  • YouView and Google invest in set-top boxes
                                                    • Consumer confidence and disposable income down
                                                      • Figure 14: GfK NOP Consumer Confidence Index, January 2008-July 2012
                                                    • Video-on-demand incorporation into televisions will stop attrition to other devices
                                                      • Figure 15: Total annual long-form (>10 minute) on-demand views for BBC iPlayer (excluding radio), ITV Player and 4oD, 2009-12
                                                    • Sony and Panasonic partnership may lead to content-led sales strategies
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Panasonic allows viewers to purchase accessories through the television
                                                          • Samsung emulates Kinect with gesture- and voice-controlled television
                                                            • Sony diversifies technologies in order to maximise interest
                                                              • 4K resolution displays are set to increase in popularity
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • World cup provided sales boost
                                                                    • Figure 16: Total volume and value television sales and forecast, 2007-17
                                                                  • Forecast
                                                                    • Figure 17: Value forecast of UK television purchases, 2007-17
                                                                    • Figure 18: Volume forecast of UK television purchases, 2007-17
                                                                  • Forecast methodology
                                                                  • Market Segmentation

                                                                    • Key points
                                                                      • LCD sets dominate volume sales
                                                                        • Figure 19: Volume sales of television, by display type, 2010 and 2011
                                                                        • Figure 20: Share of television volume sales, by type of set, 2010 and 2011
                                                                      • LED increases share of value sales
                                                                        • Figure 21: Value sales of television, by display type, 2010 and 2011
                                                                        • Figure 22: Share of television value sales, by type of set, 2010 and 2011
                                                                      • 3DTV sales increase faster than smart TVs
                                                                        • Figure 23: Volume sales of 3D televisions and internet-connected televisions, 2010 and 2011
                                                                    • Market Share

                                                                      • Key points
                                                                        • Figure 24: Volume share of television sales, by brand, 2005-11
                                                                    • Companies and Products

                                                                        • LG Electronics
                                                                          • Company overview
                                                                            • Innovations and recent developments
                                                                              • Promotional activity in the UK
                                                                                • Recent sales and financial performance
                                                                                  • Outlook and future strategy
                                                                                    • Panasonic Corporation
                                                                                      • Company overview
                                                                                        • Innovations and recent developments
                                                                                          • Promotional activity in the UK
                                                                                            • Recent sales and financial performance
                                                                                              • Outlook and future strategy
                                                                                                • Koninklijke Philips Electronics N.V.
                                                                                                  • Company overview
                                                                                                    • Innovations and recent developments
                                                                                                      • Recent sales and financial performance
                                                                                                        • Outlook and future strategy
                                                                                                          • Samsung Group
                                                                                                            • Company overview
                                                                                                              • Innovations and recent developments
                                                                                                                • Promotional activity in the UK
                                                                                                                  • Recent sales and financial performance
                                                                                                                    • Sony Corporation
                                                                                                                      • Company overview
                                                                                                                        • Innovations and recent developments
                                                                                                                          • Promotional activity in the UK
                                                                                                                            • Recent sales and financial performance
                                                                                                                              • Outlook and future strategy
                                                                                                                              • Brand Research

                                                                                                                                • Brand map
                                                                                                                                    • Figure 25: Attitudes towards and usage of brands in the television sector, May 2012
                                                                                                                                  • Correspondence analysis
                                                                                                                                    • Brand attitudes
                                                                                                                                      • Figure 26: Attitudes, by television brand, May 2012
                                                                                                                                    • Brand personality
                                                                                                                                      • Figure 27: Television brand personality – macro image, May 2012
                                                                                                                                      • Figure 28: Television brand personality – micro image, May 2012
                                                                                                                                    • Brand experience
                                                                                                                                      • Figure 29: Television brand usage, May 2012
                                                                                                                                      • Figure 30: Satisfaction with various television brands, May 2012
                                                                                                                                      • Figure 31: Consideration of television brands, May 2012
                                                                                                                                      • Figure 32: Consumer perceptions of current television brand performance, May 2012
                                                                                                                                      • Figure 33: Television brand recommendation – Net Promoter Score, May 2012
                                                                                                                                    • Brand index
                                                                                                                                      • Figure 34: Television brand index, May 2012
                                                                                                                                      • Figure 35: Television brand index vs. recommendation, May 2012
                                                                                                                                    • Target group analysis
                                                                                                                                      • Figure 36: Target groups, May 2012
                                                                                                                                      • Figure 37: Television brand usage, by target groups, May 2012
                                                                                                                                    • 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
                                                                                                                                                • Total adspend reduces 40% between 2010 and 2011
                                                                                                                                                  • Figure 38: Top five television manufacturers, by adspend, 2008-11
                                                                                                                                                • 3DTV technology has the most increase in adspend
                                                                                                                                                  • Figure 39: Adspend, by TV display type, 2008-11
                                                                                                                                              • Televisions in the Home

                                                                                                                                                • Key points
                                                                                                                                                  • Over six in ten now own a high-definition TV
                                                                                                                                                    • Figure 40: Television ownership, June 2012
                                                                                                                                                    • Figure 41: Television ownership, by room in household, July 2012
                                                                                                                                                  • Living room remains the most popular place for set ownership
                                                                                                                                                    • Child’s bedrooms represent a possible opportunity
                                                                                                                                                      • Younger consumers own newer devices
                                                                                                                                                        • Figure 42: Ownership of a television less than one year old, by age July 2012
                                                                                                                                                      • Older consumers less likely to have a television in the bedroom
                                                                                                                                                        • Figure 43: Ownership of a television in own bedroom, by age, July 2012
                                                                                                                                                      • Students most likely to have TV in bedroom
                                                                                                                                                        • Consumers may be upgrading multiple sets at once
                                                                                                                                                          • Figure 44: Percentage of consumers who do not have a television in their bedroom, by age of their main living room television set, July 2012
                                                                                                                                                        • Living rooms account for majority of purchases
                                                                                                                                                          • Figure 45: The room in the house consumers’ most recently purchased TV was for, July 2012
                                                                                                                                                        • Majority of consumers have televisions in two rooms
                                                                                                                                                          • Figure 46: Number of rooms in the house with a television in, July 2012
                                                                                                                                                      • Reasons Consumers Purchase Televisions

                                                                                                                                                        • Key points
                                                                                                                                                          • Almost six in ten purchase their TV to upgrade a feature
                                                                                                                                                            • Figure 47: Consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                          • Digital-ready sets unlikely to provoke further purchases outside the replacement cycle
                                                                                                                                                            • Energy efficiency more important to consumers than 3D capability or internet connectivity
                                                                                                                                                              • Young men more tempted by discount prices
                                                                                                                                                                • Younger consumers three times as likely to buy a television as they move house
                                                                                                                                                                  • Secondary TV purchases more likely to be triggered by bargain prices
                                                                                                                                                                    • Figure 48: Location of most recently purchased television, by consumers who cite ‘it was at a bargain price’ as a factor motivating their purchase, July 2012
                                                                                                                                                                  • Consumers concerned with picture quality may be more lucrative
                                                                                                                                                                  • Attitudes towards Smart Televisions

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Consumers don’t feel they need a smart television
                                                                                                                                                                        • Figure 49: Attitudes towards smart televisions, July 2012
                                                                                                                                                                      • Proper accessories will benefit the smart television experience
                                                                                                                                                                        • Few consumers believe a laptop plus cable is equivalent to a smart television
                                                                                                                                                                          • Services for children may act as a sales hook
                                                                                                                                                                            • Social networking potentially a popular feature for bedroom sets
                                                                                                                                                                              • Figure 50: Consumers who would enjoy accessing social networks on a smart television, by the location of most recently purchased television, July 2012
                                                                                                                                                                            • Increasing the focus on women may yield rewards
                                                                                                                                                                              • Figure 51: Agreement with attitudes towards smart televisions, by gender, July 2012
                                                                                                                                                                            • Tablet, smartphone and television interaction important for VoD
                                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                                • Figure 52: Best and worst case forecast for value sales in the television market, 2012-17
                                                                                                                                                                                • Figure 53: Best and worst case forecast for volume sales in the television market, 2012-17
                                                                                                                                                                            • Appendix – Brand Research

                                                                                                                                                                                • Figure 54: Brand usage, May 2012
                                                                                                                                                                                • Figure 55: Brand commitment, May 2012
                                                                                                                                                                                • Figure 56: Brand momentum, May 2012
                                                                                                                                                                                • Figure 57: Brand diversity, May 2012
                                                                                                                                                                                • Figure 58: Brand satisfaction, May 2012
                                                                                                                                                                                • Figure 59: Brand recommendation, May 2012
                                                                                                                                                                                • Figure 60: Brand attitude, May 2012
                                                                                                                                                                                • Figure 61: Brand image – macro image, May 2012
                                                                                                                                                                                • Figure 62: Brand image – micro image, May 2012
                                                                                                                                                                                • Figure 63: Profile of target groups, by demographics, May 2012
                                                                                                                                                                                • Figure 64: Psychographic segmentation, by target group, May 2012
                                                                                                                                                                                • Figure 65: Brand usage, by target group, May 2012
                                                                                                                                                                              • Brand index
                                                                                                                                                                                • Figure 66: Brand index, May 2012
                                                                                                                                                                            • Appendix – Televisions in the Home

                                                                                                                                                                                • Figure 67: Television ownership, July 2012
                                                                                                                                                                                • Figure 68: Television ownership, by television ownership in any room, July 2012
                                                                                                                                                                                • Figure 69: Television ownership, by ownership of a television in the living room/lounge, July 2012
                                                                                                                                                                                • Figure 70: Television ownership, by ownership of a television in the bedroom (own), July 2012
                                                                                                                                                                                • Figure 71: Television ownership, by ownership of a television in another person’s bedroom –, July 2012
                                                                                                                                                                                • Figure 72: Television ownership, by ownership of a television in the kitchen, July 2012
                                                                                                                                                                                • Figure 73: Television ownership, by ownership of a television in a study, dining room, bathroom or other room(s), July 2012
                                                                                                                                                                                • Figure 74: Television ownership in any room, by demographics, July 2012
                                                                                                                                                                                • Figure 75: Television ownership in the living room/lounge, by demographics, July 2012
                                                                                                                                                                                • Figure 76: Television ownership in a bedroom (own), by demographics, July 2012
                                                                                                                                                                                • Figure 77: Television ownership in a bedroom – other person's, by demographics, July 2012
                                                                                                                                                                                • Figure 78: Television ownership in a kitchen, by demographics, July 2012
                                                                                                                                                                                • Figure 79: Television ownership in a study, dining, bathroom and other room(s), by demographics, July 2012
                                                                                                                                                                                • Figure 80: Room in the house most the most recently purchased television was for, July 2012
                                                                                                                                                                                • Figure 81: Room in the house most the most recently purchased television was for, by room in the house most the most recently purchased television was for, July 2012
                                                                                                                                                                                • Figure 82: Room in the house most the most recently purchased television was for, by television ownership in any room, July 2012
                                                                                                                                                                                • Figure 83: Room in the house most the most recently purchased television was for, by ownership of a television for the living room / lounge, July 2012
                                                                                                                                                                                • Figure 84: Room in the house most the most recently purchased television was for, by ownership of a television for an own bedroom, July 2012
                                                                                                                                                                                • Figure 85: Room in the house most the most recently purchased television was for, by ownership of a television for another person’s bedroom, July 2012
                                                                                                                                                                                • Figure 86: Room in the house most the most recently purchased television was for, by ownership of a television in kitchen, July 2012
                                                                                                                                                                                • Figure 87: Room in the house most the most recently purchased television was for, by ownership of a television in the study, dining room, bathroom, or other room(s), July 2012
                                                                                                                                                                                • Figure 88: Television ownership, by room in the house most the most recently purchased television was for, July 2012
                                                                                                                                                                                • Figure 89: Room in the house most the most recently purchased television was for, by demographics, July 2012
                                                                                                                                                                            • Appendix – Reasons Consumers Purchase Televisions

                                                                                                                                                                                • Figure 90: Consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 91: Television ownership, by most popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 92: Television ownership, by next most popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 93: Television ownership, by least popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 94: Room in the house most the most recently purchased television was for, by most popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 95: Room in the house most the most recently purchased television was for, by next most popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 96: Room in the house most the most recently purchased television was for, by least popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 97: Consumer motivations for purchasing their most recent television, by television ownership in any room, July 2012
                                                                                                                                                                                • Figure 98: Consumer motivations for purchasing their most recent television, by ownership of a television for the living room / lounge, July 2012
                                                                                                                                                                                • Figure 99: Consumer motivations for purchasing their most recent television, by ownership of a television in the bedroom (own), July 2012
                                                                                                                                                                                • Figure 100: Consumer motivations for purchasing their most recent television, by ownership of a television in an other person's bedroom, July 2012
                                                                                                                                                                                • Figure 101: Consumer motivations for purchasing their most recent television, by ownership of a television in the kitchen, July 2012
                                                                                                                                                                                • Figure 102: Consumer motivations for purchasing their most recent television, by television ownership in study, dining room, bathroom or other room(s), July 2012
                                                                                                                                                                                • Figure 103: Consumer motivations for purchasing their most recent television, by room in the house most the most recently purchased television was for, July 2012
                                                                                                                                                                                • Figure 104: Consumer motivations for purchasing their most recent television, by most popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 105: Consumer motivations for purchasing their most recent television, by next most popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 106: Consumer motivations for purchasing their most recent television, by least popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 107: Most popular consumer motivations for purchasing their most recent television, by demographics, July 2012
                                                                                                                                                                                • Figure 108: Next most popular consumer motivations for purchasing their most recent television, by demographics, July 2012
                                                                                                                                                                                • Figure 109: Least popular consumer motivations for purchasing their most recent television, by demographics, July 2012
                                                                                                                                                                            • Appendix – Attitudes Towards Smart Televisions

                                                                                                                                                                                • Figure 110: Attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 111: Television ownership, by most popular attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 112: Television ownership, by next most popular attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 113: Room in the house most the most recently purchased television was for, by most popular attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 114: Room in the house most the most recently purchased television was for, by most popular attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 115: Consumer motivations for purchasing their most recent television, by most popular attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 116: Consumer motivations for purchasing their most recent television, by next most popular attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 117: Attitudes towards smart televisions, by television ownership in any room, July 2012
                                                                                                                                                                                • Figure 118: Attitudes towards smart televisions, by ownership of a television for the living room / lounge, July 2012
                                                                                                                                                                                • Figure 119: Attitudes towards smart televisions, by ownership of a television in bedroom (own), July 2012
                                                                                                                                                                                • Figure 120: Attitudes towards smart televisions, by ownership of a television in another person’s bedroom – July 2012
                                                                                                                                                                                • Figure 121: Attitudes towards smart televisions, by ownership of a television in the kitchen, July 2012
                                                                                                                                                                                • Figure 122: Attitudes towards smart televisions, by ownership of a television in the study, dining room, bathroom, or other room(s), July 2012
                                                                                                                                                                                • Figure 123: Attitudes towards smart televisions, by room in the house most the most recently purchased television was for, July 2012
                                                                                                                                                                                • Figure 124: Attitudes towards smart televisions, by most popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 125: Attitudes towards smart televisions, by next most popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 126: Attitudes towards smart televisions, by least popular consumer motivations for purchasing their most recent television, July 2012
                                                                                                                                                                                • Figure 127: Attitudes towards smart televisions, by most popular attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 128: Attitudes towards smart televisions, by next most popular attitudes towards smart televisions, July 2012
                                                                                                                                                                                • Figure 129: Most popular attitudes towards smart televisions, by demographics, July 2012
                                                                                                                                                                                • Figure 130: Next most popular attitudes towards Smart televisions, by demographics, July 2012

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Google UK
                                                                                                                                                                            • International Olympic Committee
                                                                                                                                                                            • LG Electronics (UK)
                                                                                                                                                                            • Panasonic
                                                                                                                                                                            • Philips Consumer Electronics UK
                                                                                                                                                                            • Samsung Electronics (UK) Ltd
                                                                                                                                                                            • Skype Technologies S.A.
                                                                                                                                                                            • Sony (UK) Ltd
                                                                                                                                                                            • Twitter, Inc.

                                                                                                                                                                            The UK Television Market - September 2012

                                                                                                                                                                            £1,995.00 (Excl.Tax)