German TV Purchases Not Motivated by Cutting-Edge Features

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DisplaySearch Report Indicates 3D and Internet-TV Do Not Play a Major Role for German Consumers When Upgrading Their TVs

Santa Clara, California, US, August 10, 2011—Results of the recently published DisplaySearch Global TV Replacement Study suggest that German consumers barely show an interest in new technologies like 3D or Internet-TV, despite record-setting sales of new flat screen displays. Although the increase of TV sales set a new record last year with 24.4% growth, new technologies did not seem to be a driver for TV replacements. Less than 1% of interviewees in the study listed 3D as a reason for their TV upgrade and barely 1% said Internet-TV played a major role. Not surprisingly, these percentages were higher in East Asia: 6% of Indonesian buyers said 3D was one of their main reasons for a TV upgrade, and for 5% of urban Chinese buyers, Internet was an important factor.

“While it is valuable to know how often people are upgrading or adding new TVs to the home, it’s also important to understand why,” noted Paul Gray, Director of European TV Research at DisplaySearch. “Some of the findings from this study show that advanced features are not strong drivers of new TV purchases compared to fundamentals like trading up in size or getting a flat panel TV.”

Figure 1: Comparison of Purchase Considerations for German Consumers

Source: DisplaySearch Global TV Replacement Study

About the Display Search Global TV Replacement Study

Studying TV replacement rates and drivers of replacement/additional TV purchases is important in understanding the potential for future consumption. The unique DisplaySearch Global TV Replacement Study offers a focused view of TV replacement trends in up to 14 global markets: China (urban/rural), India, Indonesia, Japan, UK, France, Turkey, Germany, Italy, Brazil, US, Mexico and Russia. The study also provides comprehensive insight into the reasons why consumers are replacing their CRT and flat panel TVs. This global study provides clients with country-level insights and information based on nationally representative samples of more than 14,000 TV owners. The study combines DisplaySearch TV analyst expertise with the advanced consumer survey design of its parent company, The NPD Group.

DisplaySearch Business Conference at IFA 2011

The IFA DisplaySearch Business Conference will explore trends in the TV market—featuring forecasts and analysis from DisplaySearch as well as presentations from top executives of leading companies throughout the TV supply chain. Valuable information and insight on the business side of the TV supply chain will be discussed—providing attendees with a broader understanding of the segment, the latest technologies and an advanced awareness of what’s next in this burgeoning sector. More information about the DisplaySearch business conference: www.displaysearch.com/ifa-berlin

About DisplaySearch
Since 1996, DisplaySearch has been recognized as a leading global market research and consulting firm specializing in the display supply chain, as well as the emerging photovoltaic/solar cell industries. DisplaySearch provides trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge and resources. In collaboration with The NPD Group, its parent company, DisplaySearch uniquely offers a true end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information on DisplaySearch analysts, reports and industry events, visit us at http://www.displaysearch.com/. Read our blog at http://www.displaysearchblog.com/ and follow us on Twitter at @DisplaySearch.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com/ and http://www.npdgroupblog.com/. Follow us on Twitter at @npdtech and @npdgroup.

Pressekontakt in Deutschland:
Carsten Wunderlich
Public Relations Consultant
carsten@wunderlichpr.com
+44 7964 560897

Pressekontakt global:
Lauren Leetun
Public Relations Consultant
media@displaysearch.com
+1 407.592.7923