Global TV Update Cycle Consumer Survey Report Analysis

In view of the gradual maturity of the flat-panel TV market, the entire flat-panel display industry and TV manufacturers are very concerned about the future growth momentum of flat-panel TVs. DisplaySearch recently conducted field consumer surveys on TV update cycles in 14 countries around the world, and found that both flat-screen TVs and CRT televisions update faster than ever before; in the CRT era, consumers will change their home TVs in an average of 10 to 15 years. Machines, at the same time, because each country's flat TV penetration rate, usage habits, and economic conditions are different, there are also large differences in the cycle of consumers' replacement of television.

Paul Gagnon, DisplaySearch North American TV market research director, said that according to the survey results, TV broadcasting has moved from analog to digital, and more affordable flat-screen TVs have been introduced. This is the main reason why consumers buy new TVs, especially for homes. TV consumer. By understanding the renewal speeds and key drivers of different markets, it will help to grasp the trend of future consumption patterns.

For example, when the proportion of newly purchased TVs in a certain market is high, the speed of replacement will not be rapid; DisplaySearch finds that consumers do not prefer a new product specification to replace the home TV; with 3D TV For example, consumers generally do not buy new televisions because their home TV cannot watch 3D content.

In general, people will think that in mature markets like Japan and North America, because consumers have better economic conditions, they will change their home TVs more quickly. However, the DisplaySearch investigation found that this is not the case. The survey found that in India, Indonesia, and mainland China, some consumers are switching home TVs faster; in Indonesia, for example, consumers are almost twice as likely to replace their home TVs as Japan, that is, they are promoted by the Japanese government. During the eco-point policy, major Japanese households replaced very old models.

DisplaySearch Global TV Update Cycle Consumer Survey Report provides an analysis of the status and trends of updates by country market. The following is a summary of regional market conditions:

Although India's flat-screen TVs have grown rapidly in recent years, most Indian consumers use small-size CRT TVs, mainly reflecting the characteristics of different social strata.

In Italy, because there are many family members living in the same house, TV sets are also found in places such as restaurants and kitchens, making it the second-highest country in the world in terms of the number of televisions in each household except North America.

Russia is a country with a vast territory. However, due to the small size of the family's living space, especially for many people living in apartments, the average television consumption is even smaller than Japan.

The Chinese seem to prefer large-size TVs. According to the survey results, the average size of televisions in urban areas in China is basically the same as in North America. This also reflects the preference of consumers with better economic and social status for purchasing larger-sized TVs.

DisplaySearch also investigates the reasons for consumers to change home TVs and finds that the reasons for consumers changing TVs in different countries and regions are very different. Here are some reasons:

Consumers really want a flat-screen TV or high-definition television, preferably a flat-screen TV with high-definition (HD) TV capabilities. At the same time, consumer spending hopes to buy a TV with a larger size and better picture quality.

At present, television is outdated or has been broken at home is the reason for consumers to replace the TV, but it is not the main reason.

It is puzzling that consumers are not interested in online TVs, smart TVs and even 3D TVs that have emerged in recent years. Consumers do not plan to replace current TVs with these new product features.

The price is still the most important factor influencing consumers to purchase or replace TV sets.

In addition to Japan, consumer loyalty in other regions is not very high, especially for flat-screen TVs; therefore, many new brands can be seen, and many different price products are offered to consumers. In addition, we also saw first-tier brand manufacturers actively working in the middle and low-end markets.