Majority of Canadians prefer a TV with a screen size of 50 inches or
TORONTO, Nov. 17, 2011 /CNW/ - Big is, in fact, better when it comes to
purchasing a television according to the results of a new surveyi commissioned by Sharp Canada. The survey, which looked at the TV
viewing habits of Canadians, found that a larger screen size was the
number one feature respondents wished their television had (24 per
cent) and that a majority (54 per cent) wanted a television that was 50
inches or larger.
These survey findings show an increase from 2010ii where screen size was ranked as the third-most important feature,
showing a greater interest in big screen TV viewing and the rising
popularity of the home theatre experience. The survey also found that
better colour display, slimmer design and eco-friendliness were the
next most important TV features for Canadians.
"Big screen viewing in the home is now a reality for the masses," says
Abraham Cherian, Senior Director, Marketing and Planning, Consumer
Products Division, Sharp Electronics of Canada Ltd. "With our family of
large screens, Sharp offers the most immersive viewing experience to
Canadians at a price point previously unimaginable."
Canadian's bigger is better mentality falls in line with the overall
market trend, as the 60" and above screen size category is the fastest
growing segment in the consumer market.iii As the industry leader in large screen sizes,iv Sharp offers ten screens that are 60-inches or larger, including the
new 80-inch AQUOS model, the largest TV available to Canadians. This
new TV has full HD 1080p (1920 x 1080) resolution, features Smart TV
functionality, and is equipped with built-in Wi-Fi and full internet
connectivity for access to streaming video services.
The Most Common TV Myths
The survey identified some myths about how Canadians are using their TVs
and what features are most important. While Canadians lined up to
watch Avatar in the theatre, they aren't as eager to bring the 3-D
experience home. 3-D technology was the least popular television
feature for Canadians, with more than four in ten (44 per cent) ranking
it as their least important requirement in a TV today. Furthermore,
when compared to the 2010 v survey results, the feature was ranked lower, showing that consumers are
clearly identifying features like screen size, energy efficiency and
image quality as more important.
The research also showed that while most televisions purchased today
come with web-enabled features, this capability isn't currently a
must-have for Canadians. In fact, only one in five Canadians say they
have internet capabilities on their TV and of that group, 66 per cent
rarely or never use them. Additionally, only 14 per cent said they
watch online content from their PC on their TV.
Canada's TV Viewing Habits Deciphered
With the demand for a bigger screen also comes an increased level of
television viewing. According to the survey, 55 per cent of Canadians
spend more than 10 hours a week watching television, with 29 per cent
watching 15 hours or more. When compared with how much time Canadians
spend being "intimate" with their partners, one might argue that we
have a closer relationship with our TVs! Only 39 per cent of Canadians
spend one to four hours being "intimate" with their spouse, while a
whopping 32 per cent spend zero hours a week being intimate.
Further, 72 per cent of those surveyed have more than one television in
the home, and while the living room remains the primary location for a
TV (92 per cent) the bedroom is the second most popular location (48
per cent) and nine per cent have a TV in the kitchen.
Additional Survey Findings
Men are predominantly the TV purchasers in the home, with 82 per cent of
men purchasing the TV vs. 68 per cent of women
The ladies love their TVs - 83 per cent of women aged 55 or above have
two or more screens in the home
Canadian TV owners use their TV to watch DVDs (48 per cent), basic cable
(48 per cent), high definition cable (43 per cent), Personal Video
Recorder (PVR) (26 per cent) Blu-Ray (18 per cent), content from a PC
(14 per cent), Internet Protocol TV (IPTV) i.e. Apple TV, Netflix, etc.
(8 per cent)
Forty-one per cent of Canadians ranked being eco-friendly in their top
three most important features when purchasing a new screen. This
feature is particularly important among those in BC with one quarter
(25 per cent) ranking it as the most important feature. This is more
than any other province! Sharp's commitment to being a leader in
energy saving and producing products has resulted in its production of
some of the world's most energy efficient TVs. The 60, 70 and 80" TVs
boast extremely low power consumption and are ENERGY STAR® qualified, meeting the industry's highest energy efficiency
specifications. Additionally, the LED (Light Emitting Diode)
technology used to backlight these TVs allows for the development of
the world's leading displays with the lowest levels of overall power
With November TV sweeps just around the corner, many Canadians will be
glued to their televisions - prime time dramas and sitcoms are the most
often watched type of television entertainment (32 per cent) This is
more than double of those that watch news shows.
The French and the Restless? Compared to the rest of Canada (5 per
cent), three times as many people in Quebec (15 per cent) said they
watch soaps most often on TV.
For more information on the latest television trends or to learn more
about Sharp's 60, 70, and 80-inch TVs visit www.sharp.ca.
About Sharp Canada
Sharp Electronics of Canada Ltd. is a wholly owned subsidiary of Sharp
Corporation of Osaka, Japan, a worldwide developer of the core
technologies integral to shaping the next generation of home
entertainment, appliance, air purification and digital office equipment
systems. A world leader in Liquid Crystal Display (LCD), Sharp is the
developer of the SharpVision® line of projection products and the
revolutionary AQUOS® LCD Televisions and has won numerous awards for
the technology behind the AQUOS® line. Sharp continues to demonstrate
its home entertainment leadership by advancing technologies such as
High Definition Television (HDTV) and front projection technology.
Sharp's Plasmacluster Ion technology makes them a world leader in Air
Purifier technology. Sharp Electronics of Canada Ltd. is located in
Mississauga, Ontario. For more information, visit www.sharp.ca
About the Survey
From October 7th to October 8th, 2011 an online survey was conducted
among 1,007 randomly selected Canadian adults who are Angus Reid Forum
panelists. The margin of error—which measures sampling variability—is
+/- 3.1 per cent, 19 times out of 20. The results have been
statistically weighted according to the most current education, age,
gender and region Census data to ensure a sample representative of the
entire adult population of Canada. Discrepancies in or between totals
are due to rounding.
i 2011 Vision Critical Survey Sponsored by Sharp Canada
ii 2010 Vision Critical Survey Sponsored by Sharp Canada
iii QUIXEL and NPD POS Data - over the past twelve months
iv Market share based on The NPD Group Q1, Q2 &Q3 2011 for TVs with screen
size of 60" or greater. Source: NPD Canada
v 2010 Vision Critical Survey Sponsored by Sharp Canada
SOURCE Sharp Electronics of Canada Ltd.
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