Its all about LCD
"During the first 7 months of 2006, sales of LCD televisions in Australia have grown by 270%, when compared to the same period last year. Over 260,000 LCD televisions have been sold in Australia, which equates to over $500m in value. Consumer research via GfK's consumerscope service clearly demonstrates what's driving this growth.
LCD is becoming readily available in a wide range of sizes to suit the various locations of televisions within the home, plus many consumers see LCD as the natural replacement to the conventional set. This trend looks likely to continue, which is not good news for those brands simply focused on manufacturing conventional sets or rear projection given the decline in these segments. The most popular size in LCD is 32-35 inches which accounts for over 30% of all LCD sales.
Another interesting finding, is that consumers have less emphasis on brand reputation when purchasing a LCD television, especially when compared to purchasing a Plasma, where a positive brand image is critical. This maybe due to consumers prior experience of non branded LCD screens outside the home?
The ability to watch in High Definition is becoming increasingly important, either via high definition television sets or high definition set top boxes. Over 25 % of consumers who purchased a LCD television also purchased a high definition set top box at the same time.
So how are consumers learning about all LCD? Well over 50% are using the internet to source product information"
For
further information please contact:
Derek
Nash
GfK