Consumers buying ever-bigger TVs

According to the NPD Group, 40%of U.S. consumers who replaced a TV over the last two years were most motivated by a desire to purchase a ...

Jan 2nd, 2019

According to the NPD Group, 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. Some 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.

"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.

NPD's data is based on its quarterly Connected Home survey, which reaches 5,600 U.S. consumers, aged 18+ from diverse regions and demographical backgrounds. They report on more than 12,000 TVs installed within nearly 35,000 household rooms. The survey was completed between July 30, 2018, and Aug. 7, 2018.

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