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Strategy Analytics

Apple's Smart TV: Assessing Purchase Intention and Willingness to Pay

Author: David Watkins

Publication Date: May 15 2012

Pages: 20

Report Type: Report, Word


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Summary

The lower-than-expected growth in the smart TV market so far has given rise to the belief that the smart TV industry is waiting for Apple to join the battle and help drive the industry toward a higher growth trajectory. Even though Apple has never confirmed the rumor that they are developing a smart TV, many studies have proven that the possibility is significant. In the absence of details about the Apple smart TV, this report examines the findings from Strategy Analytics' latest ConsumerMetrix survey involving more than 6000 users across the US and Europe regarding consumers’ attitude toward a potential Apple smart TV. It assesses the current consumer interest in an Apple-branded TV, examines consumers’ willingness to pay for such a product, and presents market estimates for the Apple smart TV sales.

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Table of Contents

  • 1 Executive Summary
  • 2 Purchase intention and willingness to pay
    • 2.1 Background
    • 2.2 How many people are interested in an Apple-branded TV?
    • 2.3 Consumer interest level in flat panel TVs
    • 2.4 Consumer interest level in smart TVs
    • 2.5 Likelihood to buy Apple-branded TVs among different consumer groups
      • 2.5.1 Among smart TV real purchase intenders
      • 2.5.2 Among existing Apple product owners
  • 3 Willingness to pay for an Apple-branded TV
    • 3.1 Willingness to pay of US consumers
    • 3.2 Willingness to pay of European consumers
      • 3.2.1 Willingness to pay of UK consumers
      • 3.2.2 Willingness to pay of French, German and Italian consumers
  • 4 Market Sizing Implications
    • 4.1 Key assumptions
    • 4.2 Apple smart TV sales estimates within twelve months of its first availability
      • 4.2.1 Based on respondents that claim "very likely" to buy an Apple-branded TV
      • 4.2.2 Based on respondents' "willingness to pay" of $1000/GBP700/EUR1000 for an Apple-branded TV
      • 4.2.3 Based on respondents' "willingness to pay" of $1600/GBP1000/EUR1600 for an Apple-branded TV
  • 5 Conclusions and Implications
  • 6 Methodology and Contacts
    • 6.1 Survey methodology
    • 6.2 Terms and Definitions
    • 6.3 Contact the author of this report:
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