TV Sets Sales See Tremendous Growth in Poland, Reports PMR

09 Jan 2013 • by Natalie Aster

The switch-off of analogue broadcasting and the transition to digital broadcasting, the Euro 2012 Football Championships and the development and replacement of technologies are the main factors contributing to the significant increase in the sales of TV sets in Poland. According to the report "Retail market of home appliances, electronics and digital media in Poland 2012" by PMR, this will result in the value of the audio/video segment (including photographic equipment) growing this year by 8.8%, while the value of the entire market of home appliances, consumer electronics and digital media will increase by over 4%.

Report Details:

Retail market of home appliances, electronics and digital media in Poland 2012
Published: August, 2012
Pages: 135
Price: US$ 2,520.00

“The uncertainty as to the end of the crisis and bad economic news from around the world still influence customers who put more emphasis on savings and refrain from shopping. Additionally, the adoption of tighter criteria for granting consumer and mortgage loans over the last years limited the consumers' purchasing power. On the other hand, home appliances, consumer electronics and digital media are frequently purchased as a kind of compensation for the lack of possibility of buying something more valuable or instead of going on a holiday trip,” Jaroslaw Frontczak, Retail Analyst at PMR, explains. The year 2011 also saw the first market rebound linked primarily with the low base and an improving consumer sentiment.

“Also, the switch-off of the analogue broadcasting, boosting the purchase of new TV sets and set-top boxes, is a positive stimulus for the sector,” Jaroslaw Frontczak says. This trend will intensify this year as the planned final switch-off of analogue broadcasting is to take place by 31 July 2013, with the transition to be completed in a few voivodships already this year. Moreover, purchases of set-top boxes were also induced by the discontinuation of analogue satellite broadcasting at the end of April this year. This leads to an increased share of the audio/video segment (including photographic equipment) in the market value, which we anticipate to reach its maximum in 2012 (over 36%).

Moreover, the purchases of TV sets are also encouraged by the Euro 2012 European Football Championships and the London Olympic Games. One-off events of this type also favour faster replacement of TV sets in households or their purchases by small catering establishments.

Share of the Audio/Video and Photo Segment in the Value of the Retail Market of Home Appliances, Consumer Electronics and Digital Media in Poland (%), 2010-2012
Share of the Audio/Video and Photo Segment in the Value of the Retail Market of Home Appliances, Consumer Electronics and Digital Media in Poland (%), 2010-2012 
 

Another factor vital for the replacement of TV sets is the transition from CRT to plasma and LCD or LED devices. Also, not without significance are novelties such as 3D or internet-enabled TVs, additionally contributing to equipment turnover. It should be also noted that despite the great popularity of TV sets in Polish households (98.5% according to the Polish Central Statistical Office), 43% households have the state-of-the-art plasma or LCD devices, while 70% still use CRT TVs. A survey conducted by PMR Research for the purposes of a report indicated similar values. 98.2% of the people covered by the survey in May 2011 had TV sets in their households, with almost 60% admitting that they had a flat-screen TV and almost 64% owning a CRT TV. Besides, they reported that in the recent years they had most frequently purchased flat-screen TVs, while those planning to make a purchase chose a TV set as the most important item, featuring in over 60% purchase plans. The survey by TNS Pentor from the end of 2011 demonstrated that 10% households owned state-of-the-art LED TVs. Moreover, the estimates by the National Broadcasting Council indicate that many people are not aware of whether their devices will be able to receive the digital signal.

The factors mentioned above show that the trend of buying new TV sets and set-top boxes will continue at least in the coming months. It will be also strengthened by the transition to TVs with a larger diagonal or by the purchases of comprehensive solutions in the form of furniture containing all the components of a home cinema, e.g. such as those introduced by IKEA at the beginning of the year.

Due to the above developments the audio/video and photo segment is recording the highest growth compared to other segments, that is those of big and small home appliances and of computers and telephones. The audio/video and photo is the second biggest segment accounting for, according to PMR's estimates, almost 35% of the market. “We expect that the year 2012 will see a 4.6% growth of the entire home appliances, consumer electronics and digital media market in Poland,” Jaroslaw Frontczak says.

More information can be found in the report “Retail market of home appliances, electronics and digital media in Poland 2012” by PMR.

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