Contents
03 Introduction
04 Key Insights
05 TV Buyers’ Profle
06 TV Engagement
11 Brand Discovery & Interaction
16 Brand Relationships
20 Brand Perceptions
21 Notes on Methodology
24 More from GlobalWebIndex
Introduction
GWI Audience reports examine the digital behaviors
of a particular group – showcasing trends over time
as well as analyzing how the audiences in question
compare to the overall internet population. In this
report, we place the spotlight on TV Buyers.
Demographic Overview
Which groups are most likely to be in the market for
aTV purchase
TV Engagement
How long are TV Buyers spending on traditional/
digital media daily and which types of TV-based
content are the most popular
Brand Discovery & Interaction
Which devices/ services will most effectively help
marketers to engage TV Buyers and how are TV
Buyers interacting with brands online
Brand Relationships
What do TV Buyers want from their favorite brands,
and what are the biggest drivers of brand advocacy
Brand Perceptions
What are TV Buyers’ attitudes towards named
technology brands
METHODOLOGY
All fgures in this report are drawn from
GlobalWebIndex’s online research among
internet users aged 16-64. We only interview
respondents aged 16-64 and our fgures are
representative of the online populations of
each market, not its total population. Note
that in many markets in LatAm, MEA and Asia
Pacifc, low internet penetration rates can
mean online populations are more young,
urban, affuent and educated than the total
population.
Each year, GWI interviews over 350,000
internet users aged 16-64 via an online
questionnaire for our Core dataset. A
proportion of respondents complete a
shorter version of this survey via mobile,
hence the sample sizes presented in the
charts throughout this report may differ
as some will include all respondents, and
others will include only respondents who
completed GlobalWebIndex’s Core survey
via PC/ laptop/ tablet.
For more detailed information on GlobalWebIndex methodology and the data used in this
report, please consult our Notes on Methodology at the end of this report.
AUDIENCE DEFINITION
Respondents in our Core Desktop survey
are provided with a list of products/ services
and asked ‘When did you last purchase
these products, whether for yourself or your
household’ In this report, TV Buyers are
defned as respondents who say they are
‘planning to purchase a fat-screen TV within
the next six months’.
This audience can be re-created via the
Audience Builder on our Platform as follows
Name:TV Buyers
Electronics
Flat-screen TV
Planning to purchase (next 6 months)
Key Insights
TV ads remain to be one
of the most powerful ways
to engage TV Buyers
TV shows / flms also fall into the top 5 for
brand discovery channels. Digital options are
having an impact too, with search engines
acting as a hub for browsing multiple brands,
and just over a third of TV Buyers fnding
out about brands through ads online.
When online, TV Buyers are
most effectively targeted and
engaged via mobile and social
Of the 34 online activities tracked, 24 are now
mobile-frst among TV Buyers, showing that
marketers need to mobile optimize to reach
this audience. Social media platforms are a
key touchpoint, with the average TV Buyer
spending around 2 hours and 44 minutes on
social media daily.
TV sets are still the primary device
forwatching most TV-based
content
Even for online subscription services, TVs
sit just behind handheld devices. Watching
live television as it is broadcast is the most
popular type of TV watched on a weekly basis.
Smart TVs and smart home devices
havegreat potential among TV
Buyers
Only 1 in 3 currently own a smart TV,
confrming the opportunity in the market. TV
Buyers are also 54% more likely to say they
plan to purchase a smart home entertainment
device in the future, highlighting that a good
portion are in the market for add-ons too,
such as wireless speakers.
TV Buyers want brands to
provide innovativeproducts
and ways to watch TV
As TV sets continue to be the center-piece
of home-based entertainment, it is essential
for manufacturers to provide the latest
innovations and access to online services to
get ahead of the game.
Samsung tops the chart for brand
consideration in more than one
region
Samsung has a considerable lead for being
perceived as innovative (47%), indicating the
reputation the brand has achieved globally
for this attribute. Sony Owners are the most
willing advocates, and the brand is perceived
as being of the highest quality and most
reliable.。