New data on European consumer’s TV buying habits suggests that many agree with the premise that bigger is better, with the average purchased TV screen size increasing by 1.2-inches every year.
That’s according to the market research firm GfK, whose data was presented by TCL in order to justify the launch of its largest consumer TV so far, which weighs in at a staggering 115-inches diagonally.
The report highlights a trend that has been ongoing since the end of the 2000s. The average size of a new TV sold in Europe has increased from a pretty miniscule 32-inches back in 2010 to around 50-inches today, and it continues to rise each year as consumers opt for ever-growing display sizes. That may explain why TCL is setting its sights even higher than 115-inches, with plans to launch 130-inch and possibly even 148-inch models in the coming years.
Of the most renowned TV brands, TCL is one of the most aggressive in pushing large-sized displays, having released a number of 98-inch Mini-LED and LCD TV models in recent years. The company said at the event that its sales of jumbo TVs have exceeded all expectations, though it conceded that some consumers might struggle to get them indoors if they happen to live in flats. According to the company, a 98-inch TV is the maximum size that can fit into the average elevator in Europe.
GfK’s data shows that consumers in Scandinavia tend to buy the biggest televisions in Europe, while Brits have the honor of being the most frequent buyers of new TVs.
Consumers in Denmark, Finland, Norway and Sweden have shown a distinct preference for larger TV sizes, and they’re also willing to spend the most. According to GfK, the average price for a new TV in the Nordic countries is €703, well above the EU average of €536. In Germany, the average selling price is €698, not far behind the Nordic countries.
Brits tend to spend less on their new TVs, but they reportedly buy them more often than anyone else in Europe. According to GfK, the average British consumer buys a new television every 5.6 years, but we’re not sure what that says about the U.K.’s couch surfing habits. Interestingly, that means Brits buy a new TV almost twice as often as the average German, where the typical replacement cycle runs to 10.1 years. On average, EU consumers buy a new TV every 8 years, the data shows.
One reason for consumer’s growing preference for bigger televisions is that they cost a lot less than they used to. GfK said prices for super-sized televisions of 90-inches and bigger have dropped considerably in the last 5-10 years, without providing any specific data.
