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The US Television Market - September 2012

Some questions answered in the US Television Market Report include:

  • Are TVs still relevant?
  • How can demand be preserved?
  • Do digital movies help or harm sales?
  • Can 3D save televisions?

For the purpose of this report, "televisions" refers to any product sold new that contains a screen and a television tuner housed in the same frame, but lacks standard computing functionality, therefore excluding some computing products that also contain television tuners. This report builds on the analysis presented in Mintel’s Televisions —U.S., January 2011.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • 49% decline in sales 2007-12
                          • Stabilization when smart and 3DTVs hit their stride
                            • Figure 1: Fan chart forecast of U.S. retail sales of televisions, 2007-17
                          • Battle between plasma and LCD won by LCD
                            • Figure 2: U.S. retail sales of televisions, by segment, 2012
                          • Brand share and marketing strategies
                            • Samsung, LG, Vizio carry nearly half of sales
                              • Figure 3: Brand of most recently purchased television, August 2011-March 2012
                            • Future of television already here
                              • Innovation, tech jargon, and sports at forefront of marketing
                                • Market factors
                                  • Direct competition from other CE products
                                    • Figure 4: Ownership of PCs, tablets, and cell phones for use with televisions, August 2012
                                  • Retail distribution
                                    • Sales consolidating among two market leaders
                                      • Best Buy and Walmart ride shift to online purchasing
                                        • Most buyers wary of an online purchase
                                          • Best Buy and Walmart best at sealing the deal
                                            • Figure 5: Leading retailers for televisions purchased in past two years, June 2012
                                          • The consumer
                                            • Households with children central to sales
                                              • Sensitivity to premiums for internet features runs high
                                                • Figure 6: Willingness to pay a premium for connected TVs, among primary shoppers, June 2012
                                              • Men aged 18-54 eager to buy
                                                • Figure 7: Intent to purchase television in 2012/13, by gender and age, June 2012
                                                • Figure 8: Primary television shopper status, by gender, June 2012
                                              • Zoning in on the most likely 3DTV buyers
                                                • Figure 9: Attitudes toward 3DTVs, by presence of children in household, June 2012
                                              • Low-income households not worth marketing spend
                                                • Multicultural groups differ in attitudes to footprint
                                                  • What we think
                                                  • Issues in the Market

                                                      • Are TVs still relevant?
                                                        • How can demand be preserved?
                                                          • Do digital movies help or harm sales?
                                                            • Can 3D save televisions?
                                                            • Insights and Opportunities

                                                                • Owning the green position
                                                                  • Collaboration with content providers
                                                                    • Segmentation by sex
                                                                      • The model home
                                                                        • Moving ads off of television screens
                                                                          • Why seniors need 3DTVs
                                                                            • Licensing Android
                                                                              • Partnerships with value-oriented home video subscription services
                                                                                • Limiting the consumer’s decision to a binary choice
                                                                                • Trend Application

                                                                                    • Why Buy?
                                                                                      • The Suite Life
                                                                                        • Figure 10: Interest in using mobile apps on TV sets, by age, June 2012
                                                                                        • Figure 11: Interest in an Apple television, by age, June 2012
                                                                                      • 2015 trends
                                                                                        • Old Gold
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Sales cut in half 2007-12
                                                                                              • Retail sales and forecast
                                                                                                • Figure 12: U.S. retail sales* of televisions, at current prices, 2007-17
                                                                                                • Figure 13: U.S. retail sales* of televisions, at inflation-adjusted prices, 2007-17
                                                                                              • Fan chart forecast
                                                                                                  • Figure 14: Fan chart forecast of U.S. retail sales of televisions, 2007-17
                                                                                              • Competitive Context

                                                                                                • Key points
                                                                                                  • Accessing the internet on televisions via other CE hardware
                                                                                                    • Connectivity via computing products
                                                                                                      • Figure 15: Ownership and intent to purchase PCs, tablets, and cell phones for use with televisions, August 2012
                                                                                                      • Figure 16: Connecting laptops and tablets to TVs, by age, June 2012
                                                                                                      • Figure 17: Connecting laptops and tablets to TVs, by presence of children in household, June 2012
                                                                                                    • Game consoles
                                                                                                      • IPTV boxes
                                                                                                        • Figure 18: Ownership of and intent to purchase IPTV boxes, August 2012
                                                                                                    • Market Segmentation

                                                                                                      • Key points
                                                                                                        • LCD to be last category standing
                                                                                                          • Figure 19: U.S. retail sales of televisions, by segment, 2010-12
                                                                                                          • Figure 20: U.S. retail sales of televisions, by segment, 2007-12
                                                                                                      • Leading Brands

                                                                                                        • Key points
                                                                                                          • Vizio rises from launch to leading LCD-brand in five years
                                                                                                            • Korean leaders carry 28% of units, grab share from Japan Inc.
                                                                                                              • Figure 21: Brand of most recently purchased television, by when acquired, August 2011-March 2012
                                                                                                              • Figure 22: Brand of most recently purchased television, by household income, August 2011-March 2012
                                                                                                          • Marketing Strategies

                                                                                                            • Key points
                                                                                                              • Samsung
                                                                                                                  • Figure 23: Samsung smart TVs, “Taking over” television ad, 2012
                                                                                                                • Vizio
                                                                                                                  • Figure 24: Vizio 3D TVs, “It had to get better” television ad, 2012
                                                                                                                • LG
                                                                                                                    • Figure 25: LG Cinema 3D TVs, “3D TV test” television ads, 2011
                                                                                                                  • Sony
                                                                                                                    • Panasonic
                                                                                                                        • Figure 26: Panasonic VIERA smart TVs, “Best picture quality” television ad, 2011
                                                                                                                    • Retail Distribution

                                                                                                                      • Key points
                                                                                                                        • Best Buy and Walmart take half
                                                                                                                          • About one in five sales occurring online
                                                                                                                            • Figure 27: Retailer where most recent television was purchased, by those who purchased in past two years, June 2012
                                                                                                                            • Figure 28: Retailer where most recent television was purchased, by household income, June 2012
                                                                                                                          • Limited intent to purchase online
                                                                                                                            • Figure 29: Intent to purchase next television online, by age, June 2012
                                                                                                                            • Figure 30: Intent to purchase next television online, by number of people in household, June 2012
                                                                                                                          • Televisions still too important for taking risks off-brand or off-line
                                                                                                                            • Figure 31: Television shopping attitudes, June 2012
                                                                                                                          • Best Buy, Walmart best at closing the deal
                                                                                                                            • Figure 32: Retailers shopped for televisions and conversion from shopping to purchase, June 2012
                                                                                                                            • Figure 33: Retailers shopped for televisions, online or in-person, by age, June 2012
                                                                                                                            • Figure 34: Retailers shopped for televisions, online or in-person, by age, June 2012 (continued)
                                                                                                                        • Innovation and Innovators

                                                                                                                          • Samsung, LG, Vizio provide Android/Google TVs
                                                                                                                            • 2D to 3D conversion
                                                                                                                              • Voice- and gesture-based interfaces
                                                                                                                                • 4K TV
                                                                                                                                • Ownership and Intent to Purchase

                                                                                                                                  • Key points
                                                                                                                                    • It’s a family affair
                                                                                                                                      • Figure 35: Number of televisions owned, years since most recent purchase, and size and cost of purchase by age, household size, marital status, and presence of children, August 2011-March 2012
                                                                                                                                    • Size on the rise
                                                                                                                                      • Figure 36: Size of most recently acquired television, by when acquired, August 2011-March 2012
                                                                                                                                    • Intent to purchase
                                                                                                                                      • Figure 37: Intent to purchase television in 2012/13, by presence of children in household, June 2012
                                                                                                                                      • Figure 38: Intent to purchase television in 2012/13, by marital/relationship status, June 2012
                                                                                                                                    • Type of television planned for purchase
                                                                                                                                      • Figure 39: Type of television planned for purchase, all buyers vs. primary shoppers, June 2012
                                                                                                                                      • Figure 40: Type of television planned for purchase, by age, June 2012
                                                                                                                                  • The Smart TV

                                                                                                                                    • Key points
                                                                                                                                      • Willingness to pay a premium
                                                                                                                                        • Figure 41: Willingness to pay a premium for connected TVs, all owners vs. primary shoppers, June 2012
                                                                                                                                        • Figure 42: Willingness to pay a premium for connected TVs, by number of people in household, June 2012
                                                                                                                                        • Figure 43: Willingness to pay a premium for connected TVs, by presence of children in household, June 2012
                                                                                                                                      • Identifying the features that best sell internet connectivity
                                                                                                                                        • Figure 44: Interest in and willingness to pay for specified internet-related features in next TV, June 2012
                                                                                                                                      • Younger buyers want the features, but only if the price is right
                                                                                                                                        • Figure 45: Interest in and willingness to pay for new features in next TV, by age, 2012
                                                                                                                                        • Figure 46: Interest in and willingness to pay for new features, by age, June 2012 (cont’d)
                                                                                                                                    • Ownership and Intent to Purchase 3DTVs

                                                                                                                                      • Key points
                                                                                                                                        • 25-34s, families, taking the plunge
                                                                                                                                          • Figure 47: Attitudes toward 3DTVs, by age, June 2012
                                                                                                                                          • Figure 48: Attitudes toward 3DTVs, by presence of children in household, June 2012
                                                                                                                                          • Figure 49: Attitudes toward 3DTVs, by intent to purchase television in 2012/13, June 2012
                                                                                                                                      • Power Consumption—Interest in Efficiency

                                                                                                                                          • Figure 50: Attitudes toward television power consumption, by age, June 2012
                                                                                                                                          • Figure 51: Attitudes toward television power consumption, by number of people in household, June 2012
                                                                                                                                          • Figure 52: Attitudes toward television power consumption, by presence of children in household, June 2012
                                                                                                                                      • Men and Televisions

                                                                                                                                        • Key points
                                                                                                                                          • The case for segmented marketing
                                                                                                                                            • Figure 53: Primary television shopper status, by gender, June 2012
                                                                                                                                          • It’s a man’s world, except at the point of sale
                                                                                                                                            • Figure 54: Retailers shopped for televisions, online or in-person, by gender, June 2012
                                                                                                                                            • Figure 55: Retailers shopped for televisions, online or in-person, by gender, June 2012 (continued)
                                                                                                                                          • Men more likely to be keen on 3D, smart TV
                                                                                                                                            • Figure 56: Attitudes toward 3DTVs, by gender, June 2012
                                                                                                                                            • Figure 57: Type of television planned for purchase, by gender, June 2012
                                                                                                                                            • Figure 58: Interest in and willingness to pay for new features, by gender, June 2012
                                                                                                                                          • Men putting money where mouths are
                                                                                                                                            • Figure 59: Price paid on most recently purchased television, by gender, August 2011-March 2012
                                                                                                                                          • More than half of men 18-54 plan to buy a TV in 2012/13
                                                                                                                                              • Figure 60: Intent to purchase television in 2012/13, by gender, June 2012
                                                                                                                                              • Figure 61: Intent to purchase television in 2012/13, by age, June 2012
                                                                                                                                              • Figure 62: Intent to purchase television in 2012/13, by gender and age, June 2012
                                                                                                                                          • The High-Income Buyer

                                                                                                                                            • Key points
                                                                                                                                              • Moving ads off of television screens
                                                                                                                                                • The case for model homes at retail
                                                                                                                                                  • Figure 63: Number of TVs owned, size and price of most recently purchased TV, and years since most recent purchase, by household income, June 2012
                                                                                                                                                  • Figure 64: Types of television owned, by household income, August 2011-March 2012
                                                                                                                                                • Willingness to pay a premium for new tech
                                                                                                                                                  • Figure 65: Willingness to pay a premium for connected TVs, by household income, June 2012
                                                                                                                                                  • Figure 66: Current usage of internet features, by household income, June 2012
                                                                                                                                                • Selling the features for which high-income groups are most likely to pay a premium
                                                                                                                                                  • Figure 67: Interest in new TV features, by household income, June 2012
                                                                                                                                                  • Figure 68: Interest in new TV features, by household income, June 2012 (continued)
                                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                                • Key points
                                                                                                                                                  • A little surprise from black households
                                                                                                                                                    • Figure 69: Number of televisions owned, by race and Hispanic origin, August 2011-March 2012
                                                                                                                                                  • Getting tubes out of black homes
                                                                                                                                                    • Figure 70: Types of television owned, by race and Hispanic origin, August 2011-March 2012
                                                                                                                                                  • Minority groups provide more bang for the marketing buck
                                                                                                                                                    • Figure 71: Price paid on most recently purchased television, by race and Hispanic origin, August 2011-March 2012
                                                                                                                                                  • Asians least convinced bigger is better
                                                                                                                                                    • Figure 72: Size of most recently acquired television, by race and Hispanic origin, August 2011-March 2012
                                                                                                                                                    • Figure 73: Attitudes toward television power consumption, by household income, June 2012
                                                                                                                                                • Appendix – Additional Data on Internet Features and Smart TVs

                                                                                                                                                    • Figure 74: Current television usage of internet-based features, by age, June 2012
                                                                                                                                                    • Figure 75: Current usage of internet-based features on TV, by presence of children in household, June 2012
                                                                                                                                                    • Figure 76: Willingness to pay a premium for connected TVs, by age, June 2012
                                                                                                                                                    • Figure 77: Interest in using mobile apps on TV sets, by number of people in household, June 2012
                                                                                                                                                    • Figure 78: Interest in using mobile apps on TV sets, by presence of children in household, June 2012
                                                                                                                                                    • Figure 79: Interest in and usage of computing devices with television sets, by household income, June 2012
                                                                                                                                                    • Figure 80: Interest in an Apple television, by household income, June 2012
                                                                                                                                                    • Figure 81: Interest in an Apple television, by number of people in household, June 2012
                                                                                                                                                    • Figure 82: Interest in an Apple television, by presence of children in household, June 2012
                                                                                                                                                • Appendix – Additional Intent to Purchase Data

                                                                                                                                                    • Figure 83: Intent to purchase television in 2012/13, by household income, June 2012
                                                                                                                                                    • Figure 84: Intent to purchase television in 2012/13, by race/Hispanic origin, June 2012
                                                                                                                                                    • Figure 85: Intent to purchase television in 2012/13, by marital/relationship status, June 2012
                                                                                                                                                    • Figure 86: Intent to purchase television in 2012/13, by presence of children in household, June 2012
                                                                                                                                                    • Figure 87: Intent to purchase next television online, by household income, June 2012
                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                    • Figure 88: Television shopping behavior, by household income, June 2012
                                                                                                                                                    • Figure 89: Features on most recently purchased television, July 2007-March 2012
                                                                                                                                                    • Figure 90: Television shopping attitudes, by age, June 2012
                                                                                                                                                    • Figure 91: Television shopping attitudes, by when next purchase is planned, June 2012
                                                                                                                                                    • Figure 92: Brand of most recently purchased television, by race/Hispanic origin, August 2011-March 2012
                                                                                                                                                    • Figure 93: Attitudes toward 3DTVs among primary shoppers, June 2012
                                                                                                                                                • Appendix – Additional Tables on Retailers Shopped

                                                                                                                                                    • Figure 94: Retailers shopped for televisions and conversion to purchasing rate, June 2012
                                                                                                                                                    • Figure 95: Retailer where most recent television was purchased, by age, June 2012
                                                                                                                                                    • Figure 96: Retailers shopped for televisions online, by gender, June 2012
                                                                                                                                                    • Figure 97: Retailers shopped for televisions online, by age, June 2012
                                                                                                                                                    • Figure 98: Retailers shopped for televisions online, by household income, June 2012
                                                                                                                                                    • Figure 99: Retailers shopped for televisions in-person, by age, June 2012
                                                                                                                                                    • Figure 100: Retailers shopped for televisions in-person, by household income, June 2012
                                                                                                                                                    • Figure 101: Retailer where most recent television was purchased, in-store vs. online, June 2012
                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Advanced Television Systems Committee
                                                                                                                                                  • Best Buy stores (USA)
                                                                                                                                                  • Consumer Electronics Association
                                                                                                                                                  • Emerson Electric Co.
                                                                                                                                                  • General Electric Company
                                                                                                                                                  • Hitachi (USA)
                                                                                                                                                  • JVC Americas Corp.
                                                                                                                                                  • LG Electronics Inc (USA)
                                                                                                                                                  • Mitsubishi Digital Electronics America Inc.
                                                                                                                                                  • Panasonic Corporation of North America
                                                                                                                                                  • Philips Consumer Electronics North America
                                                                                                                                                  • Samsung Electronics (USA)
                                                                                                                                                  • Sanyo North America Corporation
                                                                                                                                                  • Sharp Electronics Corporation (USA)
                                                                                                                                                  • Sony Corporation of America
                                                                                                                                                  • Toshiba Corporation (USA)
                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                  • Vizio, Inc.
                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                  • Zenith Electronics Corporation

                                                                                                                                                  The US Television Market - September 2012

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