By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Westlake Village, Calif. — Picture quality and price continued to rate at the top of consumers’ considerations when purchasing an HDTV, according to a study released Tuesday by J.D. Power.
Among customers who purchased an HDTV measuring 50 inches or larger, picture quality was cited most often as the reason for their selection (66 percent), followed closely by price (62 percent).
Among customers who purchased an HDTV smaller than 50 inches, price (68 percent) was the leading reason, followed by picture quality (58 percent).
The J.D. Power “2013 High-Definition Television (HDTV) Satisfaction Report” measured consumer satisfaction with HDTVs among 6,000 customers who purchased a set within the past 12 months. The study was fielded in May and June.
Satisfaction was evaluated across seven factors: performance, reliability, ease of operation, style/appearance, features, price and warranty.
“Customers purchasing a smaller HDTV tend to be more price conscious than those purchasing a larger HDTV,” said Christina Cooley, J.D. Power diversified services industries practice director. “Yet we find that customers who buy larger HDTVs are more likely to research brands and features before making their purchase.”
Among surveyed customers who purchased a 50-inch or larger HDTV, 27 percent visited the manufacturer’s website, compared with 21 percent among those who purchased an HDTV smaller than 50 inches.
Both groups of customers indicated 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.
“Consumers are doing their homework before visiting a retailer. However, it's not until they actually see the TVs side by side that they ultimately decide which brand, size and type to buy,” said Cooley. “It's vital that consumers are able to clearly see and experience the various benefits provided across the manufacturers' offerings and have access to knowledgeable salespeople to help them decide which TV will best suit their needs.”
According to the report, there is a notable shift in customers’ selections of HDTV technology year over year.
This year, a larger percentage of customers have purchased LED televisions (44 percent) vs. LCD (39 percent) or plasma (17 percent) televisions, compared with LCD (41 percent), LED (33 percent) and plasma (19 percent) in 2012, according to the J.D. Power study.
“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.
The report found that 67 percent of customers with HDTVs 50 inches or larger and 43 percent of those with HDTVs smaller than 50 inches had a smart TV.
In comparison, 36 percent of customers with HDTVs 50 inches or larger and 16 percent of those with HDTVs smaller than 50 inches had a 3DTV.
Among the latest television technologies in the market are smart TV and 3D TV.
“While 3D HDTV technology may not be as popular as manufacturers had hoped, smart TV is resonating well with consumers, who like its focus on online interactive media, Internet TV and streaming media,” said Cooley.
Among the brand rankings in the report, Sony and Vizio tied for No. 1 in customer satisfaction with HDTV brands in the smaller-than-50-inches segment with a score of 858 (on a 1,000-point scale).
LG Electronics and Samsung, followed Sony and Vizio in a tie at 854.
Overall customer satisfaction in the segment averaged 851.
Samsung ranked highest in the 50-inch and larger segment with a score of 879. Overall customer satisfaction for the segment averaged 872.
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