This report examines the purchasing behaviour of buyers of TVs, focusing particularly on attitudes towards specialist and general retailers and perceptions of online and offline purchasing.
It looks in some detail at the reasons for preferences (where they exist) towards specialist or general retailers and considers the main advantages and disadvantages, as cited by TV buyers, of online and in-store shopping.
Some 20 questions were asked, covering the following topics:
- The main reason for buying a new TV
- When TV buyers expect to replace their new TV
- What would prompt TV buyers to replace their new TV
- Attitudes towards keeping up with technological advancements
- Whether TV buyers conducted research prior to purchase
- Which sources of information they used
- The most important factors in choosing a TV
- Where TV buyers made their purchase (online and in-store)
- Approaches to making a purchase
- Advantages to online shopping
- Advantages to high street shopping
- Disadvantages to online shopping
- Disadvantages to in-store shopping
- Whether TV buyers prefer specialist or general retailers
- The reasons for their preference
- The main factors in choosing a retailer
- How TV buyers paid for their TV
- Additional financial transactions made at point of purchase
For this report YouGov SixthSense commissioned a survey among YouGov’s online panel, drawing on a sample of 1,016 UK adults aged 16+ who had bought a television in the last two years.