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Televisions - UK - September 2018

“Take-up of Ultra HD 4K televisions has been evident in the last year and a focus on World Cup promotions will have provided a further boost to sales. However, it will not be sufficient to prevent a decline in market value, with the majority of people keeping televisions until they stop working. The trend towards viewing on portable devices such as laptops and tablets means many additional televisions will not be replaced at the end of their lifecycle, placing increasing emphasis on the main living room set market."

– Adrian Reynolds, Consumer Technology Analyst

This report examines the follong issues:

  • Will Ultra HD 4K replicate the success of HD television?
  • The future of the main television set

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Portable device viewing is hitting television volume sales
              • Figure 1: Volume of the UK television market, 2013-23
            • TV viewing time continues to decline
              • Figure 2: Average daily minutes of TV viewing, 2010-17
            • Companies and brands
              • Samsung unveils ‘The Wall’ at CES 2018
                • Above-the-line growth driven by digital spend
                  • Figure 3: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2015-17
                • The consumer
                  • ‘Big four’ manufacturers account for three quarters of main screens
                    • Figure 4: Brand of TVs in the household and brand of the main TV in the household, June 2018
                  • Consistent rise in the number of households with just one television
                    • Figure 5: Number of televisions in the household, 2016-18
                  • Ultra HD 4K sets begin to erode HD’s share
                    • Figure 6: Types of TVs in the household, June 2018
                  • Nearly half of people have owned their TV over three years
                    • Figure 7: Age of main television set, June 2018
                  • Half of people pay under £500 for their main television
                    • Figure 8: Cost of main television, June 2018
                  • Seven in 10 people would be motivated to upgrade to 4K by price discounts
                    • Figure 9: Upgrading to 4K Ultra HD, June 2018
                  • Three quarters of people only replace the main TV when it breaks
                    • Figure 10: Attitudes towards television replacement, June 2018
                  • Over half of 16-34-year-olds would use the main TV as a smart hub…
                    • …while four in 10 would like to use voice assistant technology on the TV
                      • Figure 11: Attitudes towards television innovation, June 2018
                    • What we think
                    • Issues and Insights

                      • Will Ultra HD 4K replicate the success of HD television?
                        • The facts
                          • The implications
                            • The future of the main television set
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Portable device viewing is hitting television volume sales
                                    • Boost from World Cup sales will not prevent further decline market value
                                      • Retailers look to World Cup discounting to drive 4K upgrades
                                        • TV viewing time continues to decline
                                          • Over seven in 10 people have an internet-connected TV
                                          • Market Size and Forecast

                                            • Portable device viewing is hitting television volume sales
                                              • Figure 12: Volume of the UK television market, 2013-23
                                              • Figure 13: Volume of the UK television market, 2013-23
                                            • Boost from World Cup sales will not prevent further decline market value
                                              • Figure 14: Value of the UK television market, 2012-22
                                              • Figure 15: Value of the UK television market, 2013-23
                                            • Forecast methodology
                                            • Market Drivers

                                              • Retailers look to World Cup discounting to drive 4K upgrades
                                                • Argos launches augmented reality feature to aid TV buying
                                                  • Upgraded video games consoles pushing 4K screens
                                                    • TV viewing time continues to decline
                                                      • Figure 16: Average daily minutes of TV viewing, 2010-17
                                                    • Over seven in 10 people have an internet-connected TV
                                                      • Figure 17: Television connectivity, June 2017-April 2018
                                                  • Companies and Brands – What You Need to Know

                                                    • Samsung unveils ‘The Wall’ at CES 2018
                                                      • LG previews wallpaper TV and updates W8 Signature range
                                                        • Samsung launches ambient mode for 2018 flagship Q9F range
                                                          • Above-the-line growth driven by digital spend
                                                            • Leading three manufacturers account for over 69% of advertising spend
                                                              • Samsung seen as the highest quality and most innovative brand
                                                              • Launch Activity and Innovation

                                                                • Samsung unveils ‘The Wall’ at CES 2018
                                                                  • Figure 18: Samsung’s The Wall
                                                                • LG previews wallpaper TV and updates W8 Signature range
                                                                  • Hisense looks to develop the 4K projector market
                                                                    • Samsung launches ambient mode for 2018 flagship Q9F range
                                                                      • Figure 19: Samsung’s ambient mode on the 2018 Q9F range
                                                                  • Advertising and Marketing Activity

                                                                    • Above-the-line growth driven by digital spend
                                                                      • Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2015-17
                                                                      • Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by media type, 2016 and 2017
                                                                    • Leading three manufacturers account for over 69% of advertising spend
                                                                      • Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on televisions, by advertiser, 2015-17
                                                                    • Nielsen Ad Intel coverage
                                                                    • Brand Research

                                                                        • Brand map
                                                                          • Figure 23: Attitudes towards and usage of selected brands, July 2018
                                                                        • Key brand metrics
                                                                          • Figure 24: Key metrics for selected brands, July 2018
                                                                        • Brand attitudes: Samsung and Sony are the most differentiated brands people will pay more for
                                                                          • Figure 25: Attitudes, by brand, July 2018
                                                                        • Brand personality: Cross-category success in smartphones drives Samsung’s fun brand image
                                                                          • Figure 26: Brand personality – macro image, July 2018
                                                                        • Toshiba, Panasonic and Philips are deemed more affordable yet still reliable
                                                                          • Figure 27: Brand personality – micro image, July 2018
                                                                        • Brand analysis
                                                                          • Samsung seen as the highest quality and most innovative brand
                                                                            • Figure 28: User profile of Samsung, July 2018
                                                                          • Sony’s upbeat fun image boosted by video games market
                                                                            • Figure 29: User profile of Sony, July 2018
                                                                          • LG struggles to match the differentiation of Samsung and Sony
                                                                            • Figure 30: User profile of LG, July 2018
                                                                          • Panasonic struggling to maintain high usage rates
                                                                            • Figure 31: User profile of Panasonic, July 2018
                                                                          • Philips deemed the least exclusive of the brands analysed
                                                                            • Figure 32: User profile of Philips, July 2018
                                                                          • Toshiba viewed as an affordable, reliable option but lacks exclusivity
                                                                            • Figure 33: User profile of Toshiba, July 2018
                                                                          • Chinese manufacturer Hisense lacking awareness but has strong potential
                                                                            • Figure 34: User profile of Hisense, July 2018
                                                                        • The Consumer – What You Need to Know

                                                                          • Big four manufacturers account for three quarters of main screens
                                                                            • Consistent rise in the number of households with just one television
                                                                              • Ultra HD 4K sets begin to erode HD’s share
                                                                                • Nearly half of people have owned their TV over three years
                                                                                  • Half of people pay under £500 for their main television
                                                                                    • Seven in 10 people would be motivated to upgrade to 4K by price discounts
                                                                                      • Three quarters of people only replace the main TV when it breaks
                                                                                        • Nearly half of people would buy a larger television next time
                                                                                          • Over half of 16-34-year-olds would use the main TV as a smart hub
                                                                                          • Television Brand Ownership

                                                                                            • Big four manufacturers account for three quarters of main screens
                                                                                              • Figure 35: Brand of TVs in the household and brand of the main TV in the household, June 2018
                                                                                            • Samsung is the most owned brand in every age group
                                                                                              • Figure 36: Ownership of big four television brands, by age, June 2018
                                                                                            • Big four manufacturers focused on pushing 4K adoption
                                                                                              • Figure 37: Leading brands of TVs in the household, by Ultra HD 4K ownership, June 2018
                                                                                          • Televisions in the Home

                                                                                            • Consistent rise in the number of households with just one television
                                                                                              • Figure 38: Number of televisions in the household, 2016-18
                                                                                            • Ultra HD 4K sets begin to erode HD’s share
                                                                                              • Figure 39: Types of TVs in the household, June 2018
                                                                                            • One in five 25-34-year-olds have a 4K television
                                                                                              • Figure 40: Main TV set resolution, by age, June 2018
                                                                                            • Technologically engaged 4K owners more likely to have multiple televisions
                                                                                              • Figure 41: Number of televisions in the household, by types of TVs in the household, June 2018
                                                                                            • The vast majority of people watch video away from the main television…
                                                                                              • …but less than three in 10 watch on a television in another room
                                                                                                • Figure 42: Viewing away from the main TV, June 2018
                                                                                              • Younger demographics viewing on portable devices is limiting demand for televisions
                                                                                                • Figure 43: Viewing away from the main TV, by age, June 2018
                                                                                            • Length of Ownership and Cost of Televisions

                                                                                              • Nearly half of people have owned their TV over three years
                                                                                                • Figure 44: Age of main television set, June 2018
                                                                                              • Half of people pay under £500 for their main television
                                                                                                • Figure 45: Cost of main television, June 2018
                                                                                              • 25-34s most likely to spend over £1,000 on their main television
                                                                                                • Figure 46: Cost of main television, by Age, June 2018
                                                                                            • Upgrading to Ultra HD 4K

                                                                                              • Can 4K Ultra HD replicate the success of HD?
                                                                                                • Seven in 10 people would be motivated to upgrade to 4K by price discounts
                                                                                                  • Free trials and trade-ins could boost 4K take-up
                                                                                                    • Figure 47: Motivations for upgrading to 4K Ultra HD, June 2018
                                                                                                  • Men are keener for deals that showcase 4K content
                                                                                                    • The biggest market for smaller 4K screens is amongst 16-24-year-olds
                                                                                                      • Figure 48: Motivations for upgrading to 4K Ultra HD, by age, June 2018
                                                                                                    • Price is by far the most important factor when upgrading to 4K
                                                                                                      • Figure 49: TURF Analysis – Factors encouraging the purchase of a 4K TV, June 2018
                                                                                                  • Attitudes towards Televisions

                                                                                                    • Three quarters of people only replace the main TV when it breaks
                                                                                                      • Nearly half of people would buy a larger television next time
                                                                                                        • There is little brand loyalty in the television market
                                                                                                          • Figure 50: Attitudes towards television replacement, June 2018
                                                                                                        • Over half of 16-34-year-olds would use the main TV as a smart hub…
                                                                                                          • …while four in 10 would like to use voice assistant technology
                                                                                                            • Figure 51: Attitudes towards television innovation, June 2018
                                                                                                          • Seven in 10 aged 16-34 who paid £500+ for their TV are interested in using it as a smart hub
                                                                                                            • Figure 52: Target group for smart hub TVs – CHAID – Tree output, June 2018
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                            • Abbreviations
                                                                                                              • Consumer research methodology
                                                                                                                • Market size and forecast
                                                                                                                  • Fan chart forecast
                                                                                                                    • Value
                                                                                                                      • Figure 53: Best- and worst-case forecast for the value of the UK television market, 2018-23
                                                                                                                    • Volume
                                                                                                                      • Figure 54: Best- and worst-case forecast for the volume of the UK television market, 2018-23
                                                                                                                    • Brand research
                                                                                                                      • Brand map
                                                                                                                        • CHAID analysis - Methodology
                                                                                                                          • Figure 55: Target group for smart hub TVs – CHAID – Table output, June 2018
                                                                                                                        • TURF Analysis – Methodology
                                                                                                                          • Figure 56: Table - TURF Analysis – Factors encouraging the purchase of a 4K TV, June 2018

                                                                                                                      Televisions - UK - September 2018

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