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June 30, 2009 Lower Prices, Better Devices, And The Democratization Of The TV Marketby Nathan Safran, Abe Garon with J.P. Gownder, Erik Hood |
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Executive Summary
Forget the 1950s: Consumers are living in the golden era of television, whatever the problems of the broadcast TV industry. Not only do consumers have more control over when and where they watch TV, but they also have access to more shows and more channels from a greater variety of sources. Along with this surge in content, vastly improved TV technology has become increasingly affordable; consumers, even in a recession, are able to buy TVs that seriously enhance the viewing experience. Low-cost players have entered the market, and discount retailers are offering high-end brands and competing directly with many traditional electronics stores. The maturing TV market changes the way consumers shop for TVs, and manufacturers and retailers need to understand their role in these changes and how to address consumers' expectations around TV style and price.
This is an excerpt
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