Germans Go Green When Upgrading Their TV Sets

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According to a Recent DisplaySearch Study, Germans Buy More Energy-Efficient TVs, Leading the Green Trend in Developed Countries

IFA Berlin, August 31, 2011—Results of the recently published DisplaySearch Global TV Replacement Study suggest that German consumers consider energy consumption more than other consumers when upgrading their TV sets.Energy usage is the fifth most important factor for German consumers when upgrading their TV, surprisingly ahead of style, look or brand of the TV. Germany is the most energy-conscious country among developed nations when it comes to upgrading their TVs. In contrast, buyers from the UK and the US don’t seem to consider energy consumption as much when purchasing a new TV, with few US customers indicating that they think about energy efficiency when purchasing a new TV set. Similarly UK customers admitted scarcely to considering energy consumption when purchasing a new TV, while China showed the lowest interest in energy consumption. This is, of course, broadly in-line with retail electricity pricing

Recently published DisplaySearch data indicates why Germans decide to replace their TVs and which factors in selecting a replacement TV are important to them. Replacement with a flat-panel TV is the most important factor, followed by a larger screen size and HDTV. New technologies, like internet-TV and 3D TV, do not seem to play a role in German TV replacement decisions. During a time when energy-efficiency, especially in Germany, is a priority, TV energy consumption levels seem to be a major factor in purchase decisions. Since the market is driven by replacements, and almost half of the sets in German homes are still CRTs, it is immensely important for the industry to know what kind of TV will be attractive to German consumers.

Figure 1: Normalized Importance of Energy Efficiency in Selecting a Replacement TV
(100 = Average Importance for that Country)

Source: DisplaySearch TV Replacement Study

“The survey in many ways reinforces the familiar image of the German consumer—thoughtful, well-informed and technically savvy,” said Paul Gray, Director of European TV Research for DisplaySearch. “Germans are highly critical and only seek out features that they really value. LED backlights enable lower energy consumption, and this is what appeals about the technology. In other markets, consumers go for LED’s thin styling.”

Figure 2: Normalized Importance of LED Backlights in Replacement TVs
(100 = Average Importance for that Country)

Source: DisplaySearch TV Replacement Study

About the Display Search TV Replacement Study

Studying TV replacement rates and the drivers of replacement or 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. It will provide attendees with valuable information and insight on the business side of the TV supply chain—providing attendees with a broader understanding of the segment, the latest technologies and what’s next for this burgeoning sector. More information about the DisplaySearch Business Conference is available at 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.

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