40% of Consumers Replace TVs to Get Bigger Screens

BY Rachel Cagle
Featured image for “40% of Consumers Replace TVs to Get Bigger Screens”

"Looking to purchase a bigger TV to replace your current model? You are not alone. According to the TV Ownership Trends Report from NPD Connected Intelligence, 40% of U.S. consumers who replaced a TV over the last two years were most motivated by a desire to purchase a bigger screen. In fact, 40% of replacement TVs purchased had a screen size of 50+ inches, with 15% of those made up by TV screens 60-​inches and larger."

"In the 12 months ending October 2018, TV sales of 55-​inch and larger screens grew 6% and represented 63% of dollar sales and 32% of unit sales. During that timeframe, 75-​inch+ TVs saw the largest dollar share gain, now making up 10% of dollar sales, according to NPD’s Retail Tracking Service."

High-​Definition TV Shoppers have a wide array of interests when it comes to what they want to be viewing with their updated TVs. According to AudienceSCAN, the TV is where 45.5% of this audience gets most of their local news. These shoppers also enjoy watching sporting events such as NFL football (54.3%), NBA basketball (37.8%), college football (31.9%) and MLB (29.7%). Members of this audience are also cooking recipe experimenters (27.5%) and bakers (24.9%), so they may be interested in cooking shows. Last year, 71.7% of these shoppers took action after seeing TV commercials and, within the past six months, 32.4% even went to YouTube to watch TV commercials.

'In 2017, 39% of TV unit sales for the year occurred in the fourth quarter, as consumers took advantage of holiday promotions to purchase gifts or upgrade their own viewing experience,' said Stephen Baker, vice president, industry advisor for The NPD Group. 'Consumers are purchasing bigger and better TV screens, especially for the primary viewing room, the living room, and we expect that trend to continue beyond the holiday season and into the New Year, as manufacturers and retailers gear up for Super Bowl sales.'”"When looking at the week of Thanksgiving and Black Friday, sales of 55-​inch+ TVs grew to nearly 70% of dollar sales and 43% unit sales. Driven in part by holiday promotions, 55-​inch and 65-​inch TVs were the top selling by units, with 65-​inch TVs taking the top spot in dollar sales."

High-​Definition TV Shoppers can also be targeted with digital advertisements. According to AudienceSCAN, last year, 57% took action after receiving an email advertisement and 56.2% reacted after receiving an ad via text message or after seeing advertisements on their mobile smartphone apps. They're also 42% more likely than other adults to click on text link ads on websites, 83% more likely to find advertising on mobile apps useful and 49% more likely to find advertisements on social media useful. These shoppers are active on Facebook (84.4%), YouTube (68.1%), Instagram (50%) and Twitter (47.8%).

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.