Good picture quality at the right price is top consideration when buying a HD television set, according to research by J.D. Power.
“Customers purchasing a smaller HDTV tend to be more price conscious than those purchasing a larger HDTV,” said Christina Cooley, director in the diversified services industries practice at J.D. Power. “Yet, we find that customers who buy larger HDTVs are more likely to research brands and features before making their purchase compared with customers purchasing smaller HDTVs.”
The report measures satisfaction with HDTVs among customers who purchased one in the past 12 months. Satisfaction is evaluated across seven factors: performance; reliability; ease of operation; style/appearance; features; price; and warranty.
The key findings of the 2014 High-Definition Television (HDTV) Satisfaction Report include: overall customer satisfaction with a HDTV smaller than 50 inches is 844 (on a 1,000-point scale); Overall customer satisfaction with a HDTV 50 inches or larger is 870.
Among customers who purchased a HDTV that is 50 inches or larger, picture quality and price are cited most often as the reasons for their selection (62%). Among customers who purchased a HDTV smaller than 50 inches, price (73%) is the leading reason, followed by screen size (53%).
The report finds that among customers who purchased a 50-inch or larger HDTV, 32% visited the retailer’s website, compared with 26% among those who purchased a HDTV smaller than 50 inches.
Both groups of customers indicate that the in-store display was their primary source of information during the shopping process, with approximately half indicating they relied primarily on the in-store displays.
The report finds that 72% of customers with HDTVs 50 inches or larger and 37% of those with HDTVs smaller than 50 inches have a smart TV. In comparison, 35% of customers with HDTVs 50 inches or larger and 11% of those with HDTVs smaller than 50 inches have a 3D TV.
The 2014 High-Definition Television (HDTV) Satisfaction Report is based on the responses of more than 4,000 customers who purchased a HDTV in the past 12 months. The study was fielded in June 2014.
