Price Trumps TV Brand As Consumers Replace Older TVs Faster Than Ever

Jonathan Sutton

Consumers worldwide are replacing their televisions – be them traditional CRT TVs or newer flat-screen HDTV displays – at a faster rate than ever, fuelled by switchovers from analogue to digital TV broadcasts, as well as a generic decline in the prices of flat panel televisions to more affordable levels, according to the latest data from market research and consulting firm DisplaySearch. Indeed, price was found to be an important factor in customers’ decisions to replace their television sets, typically more so than the TV brand.

Consumer buying TV

Having analysed the TV replacement trends in fourteen global markets including the UK, USA, Japan, Germany and China, DisplaySearch published the findings in its Global TV Replacement Study report, partly to help manufacturers plan their product launch and supply chain logistics. The key message in the study is a significant shortening of television replacement cycle in recent years: whereas it previously took users around 10 to 15 years to replace their CRT televisions with another CRT, things are happening at a much quicker pace nowadays.

In almost every region, price trumped TV brand when it came to influencing one’s decision to plump for a new HDTV, except in Japan where residents still held selected TV brands in very high regard. DisplaySearch postulates that consumers are currently less brand-sensitive than before, because many leading TV makers are not only offering entry-level models at a lower price point, but also slashing prices in an aggressive manner to remain competitive.

A strong driver that motivates people to replace their existing tubes is the desire for a flat-screen panel, a high-definition display, or both. Less frequently, some consumers cited a broken or outdated TV model as a reason to upgrade. Interestingly, 3D capabilities and internet connectivity – both advanced features which have been marketed heavily in recent times – were said to be only weak factors in stimulating TV replacement cycle among the public.