The Market for 4K TVs

The market for 4K TV sets faces many challenges, including low familiarity, low willingness to pay premium prices, content availability concerns, and a cooling market for flat-panel TVs in general. This Market Focus assesses consumer interest in 4K, the content availability adoption barrier, and how much of a price premium consumers are willing to pay to get a 4K TV instead of an HD TV.

Price: $6,500.00

Purchase Questions?



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About the Research

Previous Research

Streaming Media Devices (Q2/15)

360 View: CE Adoption and Trends (Q2/15)

Winning the Consumer: Profiting from Superior User Interfaces (Q4/14)

Top Quality Video: The Emergence of 4K (and 8K) (Q3/14)

2014 Holiday CE Purchase Intentions (Q4/14)

Optimizing Retail Channel Results (Q3/14)

Key Findings

Industry Insight

Recommendations

Overview of Flat Panel TV Adoption

Flat Panel TV Ownership (2009 - 2015)

% of Broadband HHs Buying Flat Panel TVs in the Last 12 Months (2007 - 2014)

Average Selling Price of Flat Panel TVs Purchased (2008 - 2014)

Flat Panel TVs: Top Five Brands Purchased in Year (2010 - 2014)

Flat Panel TVs: Top Five Retailers (2013 - 2014)

Online Purchases: Flat Panel TVs Purchased in the Last 12 Months (2009 - 2015)

4K TV Adoption

Capabilities of Flat Panel TVs (Q1/15)

Price Paid for Flat Panel TV (Q2/15)

Flat Panel TV Brand Purchased (Q2/15)

Type of Flat Panel TV Purchase (Q2/15)

Reason for Flat Panel TV Purchase (Q2/15)

Flat Panel TV Purchase Channel (Q1/15)

Flat Panel TV Purchase Location (Q1/15)

Top Purchase Consideration for Flat Panel TV Purchase (Q1/15)

Brand of Flat Panel TV Purchased by Brand as Top Purchase Consideration (Q1/15)

Support Plans Purchased for Flat Panel TV (Q1/15)

4K TV Purchase Intentions:

Likelihood of Purchasing a Flat Panel TV in the Next 12 Months (Q1/15)

Planned Expenditure on Upcoming Flat Panel TV Purchase (Q1/15)

Desired Flat Panel TV Attributes (Q1/15)

Purchasing Intenders Desiring 4K by Income (Q1/15)

Purchasing Intenders Desiring 4K by Education (Q1/15)

4K Purchase Intention by Intended Purchase Price (Q1/15)

Importance of 4K Picture Quality (Q1/15)

Importance of 4K by Planned Expenditure on Upcoming Flat Panel TV Purchase (Q2/15)

Reason For Not Looking to Purchase a 4K TV (Q1/15)

Willingness to Pay Specified Price Premium for 4K TV (Q1/15)

Willingness to Pay Premium for 4K TV by Planned Expenditure on Upcoming Flat Panel TV Purchase (Q2/15)

Concerns About the Amount of Video Available in 4K (Q1/15)

Intender Concerns About 4K Video Availability by Age (Q1/15)

Concerns About the Amount of Video Available in 4K by Willingness to Pay a Premium for 4K TV Set (Q1/15)

Willingness to Pay Specified Price Premium for 4K TV Among Those Not Concerned About Content Availability (Q1/15)

Willingness to Pay Specified Price Premium for 4K TV Among Those Concerned About Content Availability (Q1/15)

Publish Date: 3Q 2015

Slides: 59


Authored By:
John Barrett - Director of Consumer Analytics
Barbara Kraus - Director of Research
David Mitchel - Research Analyst
Yilan Jiang - Senior Research Manager

Published by Parks Associates
© August 2015 Parks Associates | Dallas, Texas 75248

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