Price and spec most important when buying a TV

Advertisement recently reported on the third regular survey by goo Research into home appliances, with this report focusing on televisions.


Between the 5th and 8th of March 2012 1,075 members of the goo Research online monitor group completed a private internet-based questionnaire. 52.5% of the sample were male, 17.0% in their teens, 18.0% in their twenties, 20.7% in their thirties, 16.2% in their forties, and 28.2% aged fifty or older.

When I was buying my digital television, maker (or should that be my employer) was the most important consideration for me!


First, all the respondants were asked what domestic appliances they had. The top six were: 96.7% said they had a friddge or freezer, 95.0% a washing machine, 93.9% a hoover, 90.0% a microwave (with or without oven functions), 87.5% air conditioner, and 87.3% terrestrial digital-capable television.

Next, 105 people reported having bought a terrestrial digital-ready television within the last three months. They were asked the following question.

Q1: When you were choosing a terrestrial digital-ready television, what was the most important point? (Sample size=105)

Price 39.0%
Features, functions 29.5%
Maker, brand image 9.5%
Size 7.6%
Design 5.7%
Ease of use 1.0%
Information from friends, family 1.0%
Durability 0.0%
Green footprint 0.0%
Trade-in service 0.0%
Shopping points available 0.0%
Internet word-of-mouth, reviews 0.0%
Other 0.0%
Nothing in particular 6.7%

The survey notes that the previous time 42.9% bought on price, and 44.8% the time before, perhaps suggesting that the bottom is falling out of market and more people no longer feel they have to compromise on features to satisfy their budget.

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