Cover Image
市場調查報告書

4k電視市場

The Market for 4K TVs

出版商 Parks Associates 商品編碼 338338
出版日期 內容資訊 英文 59 Slides
商品交期: 最快1-2個工作天內
價格
Back to Top
4k電視市場 The Market for 4K TVs
出版日期: 2015年08月26日 內容資訊: 英文 59 Slides
簡介

4k電視市場仍不為人所熟知,面臨對高價商品的付款意願低、對內容的利用可能性的疑慮、平面電視市場驟冷等大量的課題。

本報告提供4k電視市場相關調查分析、消費者的關心、引進的障礙、付款意願等相關的系統性資訊。

關於調查

上次的調查

主要調查結果

產業的考察

建議

平面電視引進概要

  • 平面電視擁有
  • 平面電視購買的寬頻家庭的比率 (過去12個月)
  • 購買的平面電視的平均銷售價格
  • 平面電視:購買的10大品牌
  • 平面電視:5大零售業者
  • 線上購買品:購買的平面電視 (過去12個月)

4k電視的引進

  • 平面電視的功能
  • 支付平面電視的價格
  • 購買的平面電視品牌
  • 平面電視購買品的種類
  • 平面電視購買品的理由
  • 平面電視的購買流通管道
  • 平面電視的購買地點
  • 平面電視購買品的主要購買代價
  • 購買的平面電視品牌:主要購買代價的各品牌
  • 平面電視的購買用支援計劃

4k電視的購買意願

  • 平面電視購買後的預定 (今後12個月)
  • 未來的平面電視購買的支出額預測
  • 可喜的平面電視的屬性
  • 有購買4k意願者:各所得
  • 有購買4k意願者:各學歷
  • 有購買4k意願者:各購買預定價格
  • 4k畫品質的重要性
  • 4k的重要性:未來的平面電視購買的各支出額預測
  • 不打算購買4k電視的理由
  • 對4k電視的特定高價位的付款意願
  • 對4k電視的高價位的付款意願:未來購買平面電視的各支出額預測
  • 在4k可利用的視訊金額相關疑慮
  • 在4k可利用的視訊金額相關購買意願者的疑慮:各年齡
  • 在4k可利用的視訊金額相關購買意願者的疑慮:對4k電視機的高價位的付款意願
  • 對4k電視的特定高價位的付款意願 (不擔心內容的利用可能性的情況)
  • 對4k電視的特定高價位的付款意願 (介意內容的利用可能性的情況)
目錄

SYNOPSIS

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.

Concerns Aboutthe Amount of Video Available in 4K
U.S. Broadband Households Likely to Buy a Flat-Panel TV in the Next 12 Months

                        ©Parks Associates.

ANALYST INSIGHT

“Multiple challenges facing 4K adoption will slow its adoption rate. The technology is unlikely to create a new upgrade cycle similar to the cycle created by flat-panel screens and the transition from analog to digital. TV manufacturers should not outpace the availability of content given strong consumer reservations about content availability until the time that the price premium for a 4K TV set consistently remains below 25%. The silver lining is high willingness to pay premium prices among consumers without concerns about the availability of content; these consumers are willing to purchase based on the expectation that sufficient content will become available over time.” - Barbara Kraus, Director, Research, Parks Associates.

Table of Contents

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)
Back to Top