GWI-电视机购买者报告（英文版）-2018.7-25页-3mb

TV Buyers Summary

Core Content

This report examines the digital behaviors and purchase journeys of individuals planning to buy a flat-screen TV within the next six months. It provides insights into how TV Buyers engage with content, discover and interact with brands, and their preferences for devices and services.

Main Insights

• TV Ads Remain Effective: TV ads are one of the most powerful ways to engage TV Buyers, with just over a third discovering brands through online ads. TV shows and films are also among the top five brand discovery channels.

• Mobile is the Primary Device: Of the 34 tracked online activities, 24 are now mobile-first for TV Buyers. Mobile usage is growing, with the average TV Buyer spending around 2 hours and 44 minutes on social media daily.

• Traditional TV Still Dominates: Despite the rise of digital media, traditional TV sets remain the primary device for watching TV-based content, including on-demand services and live broadcasts. Smart TVs are still relatively underrepresented, with only 1 in 3 TV Buyers owning one.

• Smart TV and Add-ons Opportunity: TV Buyers are 54% more likely to plan to purchase a smart home entertainment device, such as wireless speakers, indicating a growing interest in smart technology beyond just the TV itself.

• Second-Screening is Common: Over 9 in 10 TV Buyers use a second device while watching TV, with social media and messaging being the most common activities. This behavior increases brand interaction and cross-screen engagement.

• Search Engines Lead in Discovery: Search engines are the top method for brand discovery, followed by TV ads and online ads. Product comparison sites and word-of-mouth are also significant sources.

• Social Media Engagement: Social media platforms like YouTube, Facebook, and Instagram are key touchpoints for TV Buyers. Marketers should prioritize a strong social media presence and ensure mobile optimization.

• Brand Advocacy and Quality: Sony owners are the most willing brand advocates, while Samsung is perceived as the most innovative brand globally. TV Buyers value innovation, quality, and reliability from brands.

• Device Preferences: Mobile devices are increasingly used for online activities, with 47% of daily online time spent on them. However, traditional devices like PCs and tablets still play a significant role in brand interactions.

Key Information

Audience Definition

• TV Buyers are defined as individuals planning to purchase a flat-screen TV within the next six months.

Demographics

• Region: 13% of adult internet users across 36 markets are classified as TV Buyers. The top markets are Thailand (32%), Egypt (23%), Philippines (22%), Indonesia (21%), and India (20%).
• Gender: 14% of males and 11% of females are classified as TV Buyers.
• Age: The highest percentage of TV Buyers is among the 16-24 age group (15%), followed by 25-34 (14%), 35-44 (12%), 45-54 (10%), and 55-64 (8%).
• Income: TV Buyers are evenly distributed across income brackets, with 14% in the bottom 25%, 12% in the middle 50%, and 12% in the top 25%.
• Household Type: TV Buyers are more likely to live with parents (15%), followed by those living with friends/flatmates (14%), alone (12%), and with a partner (11%).

TV Engagement

• TV Viewing Habits: 85% of TV Buyers watch TV at least once a week. Watching live television is the most popular activity, with 77% engaging in this weekly.
• Devices Used: Mobiles are becoming increasingly popular for TV viewing, especially in fast-growing regions. In Asia Pacific, 60% of TV Buyers watch TV on mobiles, while in Europe, TVs have a much greater lead over mobiles.
• Second-Screening: 76% of TV Buyers use a mobile while watching TV. Common second-screen activities include social media use, chatting, reading news, and searching for products.

Brand Discovery & Interaction

• Top Sources of Brand Discovery: Search engines (top), TV ads, online ads, word-of-mouth, and product comparison sites.
• Brand Research: TV Buyers prefer visiting brand websites (60%) and watching branded videos (29%) for research. Email marketing and social media interactions are also effective.
• Social Media Usage: YouTube (94%), Facebook (88%), and Instagram (63%) are the most visited platforms. Marketers should focus on these platforms for engagement.

Brand Relationships

• Brand Consciousness: 52% of TV Buyers are brand-conscious, with 63% of these preferring to buy from brands they see advertised.
• Brand Preferences: Samsung is seen as the most innovative, while Sony is perceived as the highest quality and most reliable.

Conclusion

The report highlights the importance of TV advertising and the growing role of mobile in engaging TV Buyers. Marketers should focus on mobile optimization, social media presence, and leveraging search engines and product comparison sites for brand discovery. Smart TV and related smart home devices present a significant opportunity, and brand advocacy and quality remain key drivers in this audience's purchasing decisions.