Parks Associates: 54% of flat-panel shoppers in Western Europe willing to buy a 4K TV with hope that 4K content is coming soon
New European Consumer Survey Examines 4K Consumer Adoption and Preferences
Dallas, Texas, January 5, 2016 - Parks Associates announced new European research today at CES® 2016 showing roughly 17% of broadband households in the U.K., France, Germany, and Spain are planning to buy a flat-panel TV in the next 12 months and over 50% consider 4K to an important or very important feature of their next model. Among these future buyers, 54% are willing to purchase a 4K TV with the expectation that more content will be available soon.
"European broadcasters like BBC and France Télévisions have been innovative in incorporating digital services to reach the public, so a spike in 4K set ownership could drive broadcasters to invest in new 4K media technologies," said Glenn Hower, Research Analyst, Parks Associates. "The entry of Netflix, Amazon, and other major players have created a crowded OTT market in Europe, and 4K could become a differentiator that broadcasters and media companies can use to attract viewers and even paying subscribers. It is never too early to plan for the 2018 World Cup."
Parks Associates' Connected Consumer in Europe analyzes key trends and growth areas for the Western European region. Additional data highlights include:
• Among broadband households planning to purchase a flat-panel TV, 59% in the U.K., 57% in France, 53% in Spain, and 49% in Germany plan to purchase a 4K TV even though content is not yet widely available.
• 4K picture quality is an important consideration to a majority of flat-panel TV buyers in Western Europe and is highest in Spain and lowest in Germany.
• French broadband households are the most willing to pay a higher premium for 4K TV picture quality.
"International content licensing is complex, and attracting paying customers for subscription OTT services is challenging throughout Europe," Hower said. "Given that the EU OTT market is in a ‘Wild West' phase in innovation and offerings, we will likely see some experimentation around 4K in 2016."
To schedule an interview with Glenn Hower, or to request specific data, contact Holly Sprague at firstname.lastname@example.org, 720.987.6614. Parks Associates is hosting the tenth-annual CONNECTIONS™ Summit: IoT, Entertainment, and the Connected Consumer at CES®, January 6-7, in Las Vegas. Visit www.connectionssummit.com for more information. During CES, visit Parks Associates at booth # 70,959 in the Sands.
About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.
Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit: Engaging Consumers, and Smart Energy Summit: Engaging the Consumer. http://www.parksassociates.com