Bigger is better when it comes to TV screens, Sharp Canada survey says
TORONTO (21 November 2011) - When it comes to buying a new television, big is definitely better, according to the results of a new survey commissioned by Sharp Canada. The survey also revealed that the number one feature respondents were looking for in a new TV was a larger scene size, with 54% saying they want one 50 inches or larger.
This is a real change from 2010, when similar survey said screen size was ranked as the third-most important feature and indicates a greater interest in big screen TV viewing and the rising popularity of the home theatre experience.
Sharp's survey was conducted online on October 7 and 8 among 1,007 randomly selected Canadian adults who are Angus Reid Forum panelists. The margin of error is plus or minus 3.1%, 19 times out of 20. The results were statistically weighted according to the most current education, age, gender and region census data to ensure a sample representative of the entire adult population of Canada.
The survey also found that better colour display, slimmer design and eco-friendliness were the next most important TV features for Canadians.
"Big screen viewing in the home is now a reality for the masses," said Abraham Cherian, senior director of marketing and planning in the consumer products division of Sharp Electronics of Canada Ltd.
The Canadian TV buyer's ‘bigger is better' mentality falls in line with the overall market trend, as the 60-inch and above screen size category is the fastest growing segment in the consumer market.
Cherian noted Sharp offers ten screens that are 60-inches or larger, including the new 80-inch AQUOS model which is the largest TV available to Canadians. This new TV has full HD 1080p resolution, features Smart TV functionality, and is equipped with built-in Wi-Fi and full internet connectivity for access to streaming video services.
The most common myths
The survey identified some myths about how Canadians are using their TVs and what features are most important. While Canadians lined up to watch Avatar in the theatre, they aren't as eager to bring the 3-D experience home.
In fact, 3-D technology was the least popular television feature for Canadians, with more than four in ten (44%) ranking it as their least important requirement in a TV today. Furthermore, when compared to the 2010 v survey results, the feature was ranked lower, showing that consumers are clearly identifying features like screen size, energy efficiency and image quality as more important.
The research also showed that while most televisions purchased today come with web-enabled features, this capability isn't currently a must-have for Canadians. In fact, only one in five Canadians say they have internet capabilities on their TV and of that group, 66% rarely or never use them.
Additionally, only 14% said they watch online content from their PC on their TV.
Viewing habits deciphered
With the demand for a bigger screen also comes an increased level of television viewing. According to the survey, 55% of Canadians spend more than 10 hours a week watching television, with 29% watching 15 hours or more.
When compared with how much time Canadians spend being ‘intimate' with their partners, one might argue that we have a closer relationship with our TVs! Only 39% of Canadians spend one to four hours being ‘intimate' with their spouse while a whopping 32% spend zero hours a week being intimate.
Further, 72% of those surveyed have more than one television in the home, and while the living room remains the primary location for a TV (92%) the bedroom is the second most popular location (48%) and 9% have a TV in the kitchen.
The survey also had a few other interesting tidbits to offer:Men are predominantly the TV purchasers in the home, with 82% of men purchasing the TV versus 68% of women;The ladies love their TVs - 83% of women aged 55 or above have two or more screens in the home;Canadian TV owners use their TV to watch DVDs (48%), basic cable (48%), high definition cable (43%), Personal Video Recorder (PVR) (26%) Blu-Ray (18%), content from a PC (14%), Internet Protocol TV (IPTV) i.e. Apple TV, Netflix, etc. (8%);With November TV sweeps underway, many Canadians are glued to their televisions - prime time dramas and sitcoms are the most often watched type of television entertainment (32%) - more than double the number watching news shows; and,Compared to the rest of Canada (5%), three times as many people in Quebec (15%) said they watch soaps most often on TV.The survey also showed 41% of Canadians ranked being eco-friendly in their top three most important features when purchasing a new screen. This feature is particularly important among those in British Columbia with 25% ranking it as the most important feature - more than any other province.
Cherian said almost all of Sharp's 60-, 70- and 80-inch televisions are Energy Star qualified and the LED (light emitting diode) technology used to backlight these monitors allows for the development of displays with the lowest levels of overall power consumption.