NPD: Size Matters on New TV Purchases

The NPD Group June 18 reported that consumers looking to upgrade their television are focusing on larger screen size, in addition to enhanced picture quality.

Of consumers who purchased a 4K/UHD replacement television, 45% wanted a larger screen, 39% sought better picture quality, and 24% purchased because pricing became more affordable.

Port Washington, N.Y.-based NPD cited the data on a survey of 5,300 U.S. consumers, aged 18+ between Jan. 25 and Feb. 8.

The number of consumers that reported replacing an existing TV with a 4K/UHD TV grew from 23% in November 2017, to 28% in February. Desire for a high-quality TV in the living room has been a primary factor in the increase in demand for 4K/UHD, as nearly 62% of 4K/UHD replacement TVs purchased were installed in the living room.

“Approximately 90% of the installed base of TVs in the U.S. is not yet 4K/UHD, meaning there is tremendous opportunity to accelerate the replacement cycle with updated, quality TVs,” Stephen Baker, VP, industry advisor at NPD, said in a statement.

Through February, TV sales of 55-inch and larger screens have grown by 8%, now representing 33% of U.S. unit sales volume. Many of these big screen purchases are being made to replace smaller screens in the home – most notably in the living room.

According to NPD, the average size of a replacement TV intended for the living room was 52 inches. For all other household rooms, the average replacement TV screen size is 43 inches.

“While the number of installed TVs per U.S. household has shrunk slightly in recent years, consumers are continuing to spend on the primary TV in their home, upgrading it to the biggest screen and the best picture they can afford,” said Baker. “Despite the fact that content viewership is splintering among devices, it’s important to note that demand for a great TV to occupy a prominent position in home is not diminishing.”