Sony WEGA® Television Survey Facts

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Television is an American institution. Once an obtrusive big box that sat in living rooms of select households, TV is now the epicenter of American culture and home entertainment. Televisions serve as the centerpiece of social gatherings, are the focal points of living rooms, and are objects of desire.

Sony Electronics commemorates the 5th Anniversary of the Sony FD Trinitron WEGA®, which originated flat CRT technology and brought silver box design to U.S. homes. The survey reveals consumer viewing behavior and captures future consumer demand for TV features and use:

Note: Lots of useful and interesting data from the surveys, you can see the survey results in the Full story by clicking “Read More…” below

Television is Integrated into Consumers’ Lives

 Americans Watch TVs Room to Room—Most Americans (60 percent) have three or more TVs at home.

TVs More Essential than Furniture?—Eight in 10 U.S. adults with TVs (79 percent) say their primary

 TV set is the focal point of the room where it is located (which is most likely the living room, not a separate den, media room or bedroom).

 Watching DVDs Drives Consumer Appreciation of TV Technology—The majority of adults (63 percent) agree that over the past five years, improved TV picture quality has led to enjoying DVDs and watching movies at home.



Television = Heart of the Home


 TV Offers Companionship—For most U.S. adults (47 percent), their TV is the first appliance they turn on when they come home.

 TV Offers Stress Relief—More than one-third (39 percent) of Americans use watching TV to relax and relieve stress. (Those who first turn on the TV when they come home in the evening are significantly more likely than their counterparts to use TV to relax and to retrieve stress—44 percent vs. 35 percent, respectively.)

 Six in 10 U.S. adults (63 percent) say their primary TV set is located in their living room (versus a separate media room, den or bedroom).

 18-34 year old U.S. adults (70 percent) are more likely to have their primary TV set in their living room than those who are 35 and older (60 percent).



Event TV is the New Sport

 Consumers Most Excited about Event TV Programming— U.S. adults (43 percent) consider the increased number of channels (i.e., as in satellite TV) as the leading technological development that improved their enjoyment of home TVs.

 The number one most anticipated TV event of the season is the Super Bowl, followed by the final episode of Friends.

 Men are more likely than women to anticipate the Super Bowl (54 percent vs. 24 percent, respectively).

 On the other hand, women are more likely than men to be interested in the last episode of Friends (22 percent vs. 10 percent, respectively), the finals of Survivor (12 percent vs. 5 percent, respectively) and original TV movies (17 percent vs. 10 percent, respectively).

 Consumer Use TV to Create Social Events—About half of U.S. adults have been invited to or attended a social event designed around a TV event.

 Urban dwellers are more likely than their suburban counterparts to invite others for a TV-related social event.

 In the Age of Information, TV Remains an Entertainment Vehicle—Six in 10 (60 percent). adults use the TV mostly for entertainment purposes (to watch sports, movies, etc.).

 More than four in 10 (44 percent) use their TVs to get news, and information on pop culture events.



Consumers Speak on the Future of TV


 Plasmas are the Future—The #1 trend consumers are looking for in the next five years, is for plasma TV models to become more affordable and mainstream (47 percent).

 Consumers Plan Their Next TV Purchase—Four in ten adults with TVs (40 percent) would like to upgrade their primary TV set with newer technology.

 Those interested in upgrading their primary TV sets would most like to have the latest plasma or LCD screens, 16:9 movie screen settings or high definition TV. (More than one-third of U.S. adults with TVs say they would like to get more high definition TV programming with enhanced TV picture quality.)

 Approximately one-half of U.S. adults (47 percent) would like to upgrade their primary TV with new technology and the physical look of their TV set is extremely or very important.



Survey Methodology


 Sony commissioned Taylor Nelson Sofres Intersearch to conduct an omnibus survey among a nationally representative population of U.S. consumers. The study was conducted between

 Oct.1-6, 2003. A total of 1,030 U.S. adults (18+) were interviewed over the telephone about their attitudes towards TV entertainment and technology. The survey results can be broken down by urban/suburban, geographical region, gender, age and by home viewing behavior.


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