Picture Quality, Price are Top Reasons for Buying an HDTV
Among customers who purchased an HDTV that is 50 inches or larger, picture quality is cited most often as the reason for their selection (66%), followed closely by price (62%). Among customers who purchased an HDTV smaller than 50 inches, price (68%) is the leading reason, followed by picture quality (58%).
"Customers purchasing a smaller HDTV tend to be more price conscious than those purchasing a larger HDTV," said Christina Cooley, director in the diversified services industries practice at J.D. Power. "Yet, we find that customers who buy larger HDTVs are more likely to research brands and features before making their purchase."
The report finds that among customers who purchased a 50-inch or larger HDTV, 27% visited the manufacturer's website, compared with 21% among those who purchased an HDTV smaller than 50 inches. Both groups of customers indicate that the in-store display was their primary source of information during the shopping process, with approximately one-half indicating that they relied primarily on the in-store displays.
According to the report, there is a notable shift in customers' selections of HDTV technology year over year. In 2013, a larger percentage of customers have purchased LED televisions (44%) vs. LCD (39%) or plasma (17%) televisions, compared with LCD (41%), LED (33%) and plasma (19%) in 2012.
"LED televisions have traditionally been more expensive than LCDs, but we're seeing the price points of the two technologies converge, allowing more consumers the option to cross-shop both technologies," said Cooley.
Among the latest television technologies in the market are Smart TV and 3D TV. Smart TV–sometimes referred to as connected TV or hybrid TV–allows web viewing from the television, while 3D TV provides depth perception to the display.
The report finds that 67% of customers with HDTVs 50 inches or larger and 43% of those with HDTVs smaller than 50 inches have a Smart TV. In comparison, 36% of customers with HDTVs 50 inches or larger and 16% of those with HDTVs smaller than 50 inches have a 3D TV.
Sony and Vizio rank highest in a tie in customer satisfaction with HDTV brands in the under 50 inches segment with a score of 858 (on a 1,000-point scale). LG Electronics and Samsung, follow Sony and Vizio in a tie at 854. Overall customer satisfaction in this segment averages 851.[Source: "2013 High-Definition Television (HDTV) Satisfaction Report." J.D. Power. 9 Jul. 2013. Web. 16 Jul. 2013.]