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Encouraging Global Trend for TV Set Replacement

Use of media tablets -- such as the Apple iPad and the numerous variations of Google Android-based devices -- by consumers for viewing television or video content more than doubled in 14 regional markets that were surveyed recently, according to the latest market study by NPD DisplaySearch.

This growth has occurred in conjunction with increased tablet adoption in these markets. The widespread tablet adoption was driven by improved broadband connectivity that has facilitated use of these devices as alternate content-viewing devices.

The fastest growing region for media tablet usage is Turkey, with tablet use growing from 3.1 percent in 2011 to 16.5 percent in 2012. In addition, there was strong tablet usage growth in Germany (up nearly fourfold Year-over-Year), France and the U.S. (both up more than threefold Y/Y).


Tablet Usage for TV/Video Content Viewing by Countries Surveyed

Besides media tablets, consumers are also leveraging other alternate electronic devices such as notebook PCs and mobile smartphones to view TV or video content.

The study indicates that more than 70 percent of consumers use alternate electronic devices -- such as tablets, notebook PCs, smartphones, MP3 players and desktop computers -- to view TV or video content. In mature markets like the U.S., the U.K. and Germany, a higher number of people viewed video content on portable computing devices such as media tablets and notebook PCs.

In emerging markets like China, Indonesia, Russia and Turkey, consumers reported that they view content on mobile devices such as smartphones -- which is likely due to the relatively high penetration of wireless mobile networks.

“While the trends vary by region, it is evident that consumers around the globe are watching more video and TV content with their portable electronic devices as these provide additional means of accessing content,” said Riddhi Patel, research director of consumer insights at NPD DisplaySearch.

Despite this increase, however, TVs still remain the primary consumer electronics device of choice for viewing TV content, with 30 percent of consumers reporting that they view TV or video content on TVs alone.

Alternate Ways Consumers View TV/Video Content

That being said, there's an encouraging upside trend -- TV set replacement cycles were shorter in 2012 than in 2011 in all the countries surveyed as consumers expressed the desire for improved picture quality, larger screen size and high-definition (HDTV) performance -- all of which can be fulfilled with their adoption of the latest flat panel technology.

Across the globe, increasing availability of these new TV sets -- in a range of sizes and rapidly declining retail prices -- meet up with consumer needs and preferences. Moreover, LCD continues to dominate global markets as the flat panel technology of choice.

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