Sharp Canada survey reveals that when it comes to televisions, bigger is definitely better

Majority of Canadians prefer a TV with a screen size of 50 inches or larger

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 consumption.
  • 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

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

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.

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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.

For further information:

For more information, photography or to arrange an interview, please contact:
Emilija Businskas
Hill & Knowlton Canada
(416) 413-4758
Rachel Halpern
Hill & Knowlton Canada
(416) 413-4646


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