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Televisions - Canada - January 2019

"Most consumers have one-to-two televisions, with Samsung being the most commonly found brand of TV in Canadian households. The majority of consumers use a high definition TV, most often, in their homes, while a significantly smaller share utilizes an Ultra HD 4K TV. Opportunity exists for brands to expand sales by addressing motivational factors to upgrade to Ultra HD with price discounts and greater availability of channels in 4K being paramount. Additionally, key consumer sentiment reveals that it is important to research various models and brands before buying a new TV. Operators in the category face challenges such as competing on price, attracting younger cohorts who are more likely to watch video content on other devices, as well as tackling the TV replacement cycle as most would only replace their main TV if it stopped working."

Andrew Zmijak, Research Analyst

This report will look at the following areas:

  • Most have one or two TVs in their homes
  • Most are not in a hurry to replace their TV
  • Cost-effective solutions are vital

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Most have one or two TVs in their homes
            • Figure 1: Televisions in the household, November 2018
          • Most are not in a hurry to replace their TV
            • Figure 2: Select attitudes towards TVs, November 2018
          • Cost-effective solutions are vital
            • Figure 3: Cost-related behaviours when buying new televisions, November 2018
          • The opportunities
            • Opportunity for Ultra HD to gain more ground
              • Figure 4: Type of television used most often in the household, November 2018
            • Price discounts and more 4K channels are a strong motivation to buy an UHD TV
              • Figure 5: Motivations to upgrade to Ultra HD, November 2018
            • Interest in tech features is obvious among some consumers
              • Figure 6: Tech-related attitudes towards TVs, November 2018
            • What it means
            • The Market – What You Need to Know

              • A swelling population and diversity to boost category
                • Younger consumers will help aid growth
                  • Improved perceptions of financial health may help TV sales
                  • Market Factors

                    • A growing population and diversity to boost category
                      • Younger cohorts will help aid growth
                        • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                      • Improved perceptions of financial health may help TV sales
                      • Key Players – What You Need to Know

                        • Attracting consumers through incentives
                          • Leveraging seasonal and special occasion promotions
                            • LG highlights its latest TV tech
                              • TV tech advancements are expanding functionality
                                • Consumers watch content on devices other than TV
                                  • Emerging TV innovations
                                  • Marketing and Advertising

                                    • Incentives to sway consumers
                                      • Figure 8: Samsung, acquisition e-mail, October 2018
                                    • The opportunity of seasonal and occasion sales
                                      • Figure 9: Sony, acquisition e-mail, December 2017
                                      • Figure 10: Sony, acquisition e-mail, October 2018
                                      • Figure 11: Sony, acquisition e-mail, October 2018
                                    • LG spotlights its latest TV tech
                                      • Figure 12: LG – Floating Illusion, LG LED TV E8, July 2018
                                  • What’s Working?

                                    • TV tech advancements are expanding functionality
                                      • Growing demand for TV sets
                                      • What’s Struggling?

                                        • The challenge of the TV replacement cycle
                                          • Consumers watch content on devices other than TV
                                          • What’s Next?

                                            • Emerging TV innovations
                                            • The Consumer – What You Need to Know

                                              • Most consumers have one or two TVs in their household
                                                • Samsung is the most common TV brand in Canadian households
                                                  • The majority use a high definition TV
                                                    • Most are motivated by price discounts
                                                      • Consumers are cost-conscious
                                                        • Most find it important to research various TVs before buying
                                                        • TVs in the Household

                                                          • Most consumers have one or two TVs in their household
                                                            • Figure 13: Televisions in the household, November 2018
                                                            • Figure 14: Televisions in the household, by household income, November 2018
                                                          • Samsung is the most common brand of TV in Canadian households
                                                            • Figure 15: Primary and secondary brands of TVs in the household, November 2018
                                                            • Figure 16: Brands of TVs in the household (select), 18-44s vs over-45s, November 2018
                                                          • Household income can steer consumers towards certain brands
                                                            • Figure 17: Brands of TVs in the household, by household income, November 2018
                                                          • The majority use a high definition TV most often
                                                            • Figure 18: Type of television used most often in the household, November 2018
                                                          • Non-Chinese Asian Canadians display partiality to 4K and new TV tech
                                                          • Motivation to Upgrade to Ultra HD

                                                            • Most are motivated by price discounts
                                                              • Figure 19: Motivations to upgrade to Ultra HD, November 2018
                                                            • Men are more motivated by discounts, channels and sports
                                                                • Figure 20: Motivations to upgrade to Ultra HD, men vs women, November 2018
                                                              • Younger consumers more motivated to upgrade to 4K
                                                                • Figure 21: Motivations to upgrade to Ultra HD, 18-44s vs over-45s, November 2018
                                                            • TV Buying Behaviours

                                                              • Cost-efficiency resonates with consumers
                                                                  • Figure 22: Cost-related behaviours when buying new televisions, November 2018
                                                                • For many, there is purpose in the TV they will choose
                                                                  • Figure 23: Purpose-related behaviours when buying new televisions, November 2018
                                                                • Some prioritize screen resolution over screen size
                                                                  • Figure 24: NEW – Sony MASTER Series A9F OLED 4K HDR TV, July 2018
                                                                  • Figure 25: Behaviours when buying new televisions (select), November 2018
                                                              • Attitudes towards Televisions

                                                                • Most find it important to research various TVs before buying
                                                                  • Figure 26: Shopping-related attitudes towards TVs, November 2018
                                                                  • Figure 27: “I don’t need cable TV because I can watch everything I want online” (% any agree), by age, November 2018
                                                                  • Figure 28: Samsung – Samsung QLED TV: 2018 Q9F 4K UHD HDR TV, June 2018
                                                                • For most, digitally streamed content is optimally viewed through a TV
                                                                    • Figure 29: Digital and streaming related attitudes towards TVs, November 2018
                                                                  • Tech features are salient to some consumers
                                                                    • Figure 30: Tech-related attitudes towards TVs, November 2018
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Abbreviations and terms
                                                                          • Abbreviations

                                                                          Televisions - Canada - January 2019

                                                                          US $4,395.00 (Excl.Tax)