Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Portable device viewing is hitting television volume sales
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- Figure 1: Volume of the UK television market, 2013-23
- TV viewing time continues to decline
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- 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
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- 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
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- 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
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- Figure 5: Number of televisions in the household, 2016-18
- Ultra HD 4K sets begin to erode HD’s share
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- Figure 6: Types of TVs in the household, June 2018
- Nearly half of people have owned their TV over three years
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- Figure 7: Age of main television set, June 2018
- Half of people pay under £500 for their main television
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- Figure 8: Cost of main television, June 2018
- Seven in 10 people would be motivated to upgrade to 4K by price discounts
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- Figure 9: Upgrading to 4K Ultra HD, June 2018
- Three quarters of people only replace the main TV when it breaks
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- 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
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- Figure 11: Attitudes towards television innovation, June 2018
- What we think
Issues and Insights
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- 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
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- 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
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- Portable device viewing is hitting television volume sales
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- 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
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- Figure 14: Value of the UK television market, 2012-22
- Figure 15: Value of the UK television market, 2013-23
- Forecast methodology
Market Drivers
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- 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
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- Figure 16: Average daily minutes of TV viewing, 2010-17
- Over seven in 10 people have an internet-connected TV
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- Figure 17: Television connectivity, June 2017-April 2018
Companies and Brands – What You Need to Know
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- 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
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- Samsung unveils ‘The Wall’ at CES 2018
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- 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
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- Figure 19: Samsung’s ambient mode on the 2018 Q9F range
Advertising and Marketing Activity
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- Above-the-line growth driven by digital spend
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- 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
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- 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
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- Brand map
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- Figure 23: Attitudes towards and usage of selected brands, July 2018
- Key brand metrics
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- Figure 24: Key metrics for selected brands, July 2018
- Brand attitudes: Samsung and Sony are the most differentiated brands people will pay more for
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- Figure 25: Attitudes, by brand, July 2018
- Brand personality: Cross-category success in smartphones drives Samsung’s fun brand image
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- Figure 26: Brand personality – macro image, July 2018
- Toshiba, Panasonic and Philips are deemed more affordable yet still reliable
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- Figure 27: Brand personality – micro image, July 2018
- Brand analysis
- Samsung seen as the highest quality and most innovative brand
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- Figure 28: User profile of Samsung, July 2018
- Sony’s upbeat fun image boosted by video games market
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- Figure 29: User profile of Sony, July 2018
- LG struggles to match the differentiation of Samsung and Sony
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- Figure 30: User profile of LG, July 2018
- Panasonic struggling to maintain high usage rates
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- Figure 31: User profile of Panasonic, July 2018
- Philips deemed the least exclusive of the brands analysed
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- Figure 32: User profile of Philips, July 2018
- Toshiba viewed as an affordable, reliable option but lacks exclusivity
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- Figure 33: User profile of Toshiba, July 2018
- Chinese manufacturer Hisense lacking awareness but has strong potential
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- Figure 34: User profile of Hisense, July 2018
The Consumer – What You Need to Know
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- 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
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- Big four manufacturers account for three quarters of main screens
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- 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
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- Figure 36: Ownership of big four television brands, by age, June 2018
- Big four manufacturers focused on pushing 4K adoption
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- Figure 37: Leading brands of TVs in the household, by Ultra HD 4K ownership, June 2018
Televisions in the Home
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- Consistent rise in the number of households with just one television
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- Figure 38: Number of televisions in the household, 2016-18
- Ultra HD 4K sets begin to erode HD’s share
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- Figure 39: Types of TVs in the household, June 2018
- One in five 25-34-year-olds have a 4K television
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- Figure 40: Main TV set resolution, by age, June 2018
- Technologically engaged 4K owners more likely to have multiple televisions
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- 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
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- Figure 42: Viewing away from the main TV, June 2018
- Younger demographics viewing on portable devices is limiting demand for televisions
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- Figure 43: Viewing away from the main TV, by age, June 2018
Length of Ownership and Cost of Televisions
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- Nearly half of people have owned their TV over three years
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- Figure 44: Age of main television set, June 2018
- Half of people pay under £500 for their main television
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- Figure 45: Cost of main television, June 2018
- 25-34s most likely to spend over £1,000 on their main television
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- Figure 46: Cost of main television, by Age, June 2018
Upgrading to Ultra HD 4K
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- 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
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- 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
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- 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
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- Figure 49: TURF Analysis – Factors encouraging the purchase of a 4K TV, June 2018
Attitudes towards Televisions
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- 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
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- 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
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- 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
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- Figure 52: Target group for smart hub TVs – CHAID – Tree output, June 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Market size and forecast
- Fan chart forecast
- Value
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- Figure 53: Best- and worst-case forecast for the value of the UK television market, 2018-23
- Volume
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- Figure 54: Best- and worst-case forecast for the volume of the UK television market, 2018-23
- Brand research
- Brand map
- CHAID analysis - Methodology
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- Figure 55: Target group for smart hub TVs – CHAID – Table output, June 2018
- TURF Analysis – Methodology
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- Figure 56: Table - TURF Analysis – Factors encouraging the purchase of a 4K TV, June 2018
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