Three in every five offline TV buyers are keen on exploring purchasing their next TV online, with Amazon topping in overall brand awareness (97 per cent), consideration (83 per cent) and preference (62 per cent), according to the study by CyberMedia Research (CMR).
“While touch and feel has been a key part of their purchase journey, they are now more open to exploring TV purchase online. Trust, convenience and value are the key purchase drivers,” said Prabhu Ram, Head-Industry Intelligence Group (IIG), CMR.
The shift to buying TV online could be attributed to increased digital fluency over the past two years.
“Cord-cutting is now a key trend among consumers, with internet connectivity in TVs being a key purchase driver,” said Satya Mohanty, Head-Industry Consulting Group (IIG), CMR.
Five in every 11 users have bought or are planning to buy a new TV in order to upgrade from the old, regular TV to a Smart TV.
The top three sources of awareness as well as major influencers for TV purchase include friends/family, online portals and social media.
Screen size, slim frame and advanced design top the list of user considerations, when it comes to design aesthetics on new TVs, the report mentioned.
