Samsung Electronics Co., Ltd. has unveiled insights from its annual TV Awareness Study, indicating a significant shift in consumer preferences towards big screen TVs in the Southeast Asia and Oceania (SEAO) region. The study, encompassing over 1,920 consumers aged 25 to 64 across eight markets, highlights the growing prominence of TVs as the central entertainment hub of households, with quality and product specifications driving purchase decisions.
Yohan Zondak, Head of Visual Display for Samsung Southeast Asia & Oceania, expressed Samsung’s commitment to delivering high-quality viewing experiences. He emphasized the importance of understanding consumer needs and innovating to meet them effectively.
Key Findings:
- Big Screen TVs Gain Popularity: Large screen TVs, particularly those exceeding 60 inches, have witnessed a surge in demand, with purchases growing by over 20%. Screen sizes of 53 inches and above are becoming increasingly common, and even larger sizes like 98 inches are gaining traction. A staggering 55% of surveyed consumers expressed their intent to upgrade to bigger TVs in the future.
- Entertainment Hub of the Home: Smart TVs are now ubiquitous, owned by 87% of consumers in the SEAO region. TVs are primarily used for enjoying high-quality content and immersive experiences. Moreover, they serve diverse functions beyond entertainment, including gaming, exercise, and display of artwork.
- Quality and Product Specifications Drive Purchases: Despite economic challenges, consumers prioritize picture and sound quality, along with durability, when making TV purchase decisions. Price and value come in as a distant third. Samsung’s QLED 4K TVs, renowned for their premium quality and durability, align with these consumer preferences.
Samsung’s latest TV lineup, including the 2024 Neo QLED 8K series, aims to cater to these evolving consumer needs. Equipped with advanced features like the NQ8 AI Gen3 processor, these TVs offer unparalleled performance and connectivity options, integrating seamlessly with other devices within the Samsung ecosystem.
By staying attuned to consumer preferences and investing in cutting-edge technology, Samsung continues to shape the future of home entertainment, delivering unparalleled viewing experiences across the SEAO region.