Apple could reshape TV sector

18 April 2012

LONDON: Apple could make a major mark in the television category if it launched a TV set, with over a quarter of UK and US consumers interested in buying such a gadget.

KAE, the marketing consultancy, and Toluna, the research group, surveyed 5,892 people in the two countries, and drew on the views of the 97.5% of this audience that had a TV at home.

When asked if they found the idea of an Apple TV "appealing" and would purchase one when it became available, 30% of the UK panel responded positively, as did 25% of the US sample.

These totals rose to 43% for British participants and 38% for their American counterparts when the sample included only those who already owned Apple products.

"The huge potential of an Apple TV set, although impressive, should not be seen in isolation," said Lee Powney, KAE's chief commercial officer. "Such a move would be an incredibly powerful extension of the iOS platform, accessed via a more compelling device option than Apple's current offering."

In all, 38% of people now owning a Sony TV in the United Kingdom said they would buy an Apple-manufactured alternative. This total stood at 36% for Samsung owners.

Turning to the US, LG was described by the study as the brand being most "at risk", as 31% of its customer base were actively considering switching to an Apple TV.

Many contributors who were "very likely" to acquire one of these appliances referenced the product's probable "high quality" as an incentive, a strength cited by 62% of interviewees in the UK and 59% in the US.

Among the same group, 58% of Britons and 52% of Americans anticipated Apple's credentials for "ground-breaking design" would make a difference in this area.

Over 70% of shoppers in each nation expected an Apple TV to boast a web connection. Accessing apps, automatic synchronisation with the company's other devices and 3D features were also widely mentioned.

The analysis further suggested the consumers with the strongest interest in Apple TV were 25-44 year olds living in cities or suburban regions.

Average monthly salaries for this cohort came in the £1,500 to £2,999 range in the UK, and topped $5,000 in the US, according to the study.

Data sourced from KAE; additional content by Warc staff