Smart TV Buyer Insights Survey: Smart TVs have undergone significant advancements in display technology, enabling them to perform a multitude of tasks seamlessly, including running multiple over-the-top (OTT) platforms and applications. In a recent Smart TV Buyer Insights Survey conducted by, over 3,000 respondents were queried about their current TV ownership, considerations when purchasing a new TV, and preferences when buying a television. Now armed with the conclusive data from the survey, let’s delve into a summary derived from the final survey results for your perusal.
Smart TV Buyer Insights Survey 2025
The survey likely covered aspects such as screen size preferences, resolution requirements (HD, Full HD, 4K), smart features like voice control and built-in AI assistants, connectivity options such as HDMI and USB ports, audio quality considerations like Dolby Atmos support, gaming capabilities, brand preferences, budget constraints, and perhaps even environmental factors like energy efficiency ratings.
Analyzing these insights can provide valuable information on consumer trends and expectations in the ever-evolving smart TV market. Moreover, understanding consumer feedback from such surveys can offer manufacturers and retailers crucial insights into enhancing product offerings to better align with user needs and desires. This data can also aid in developing targeted marketing strategies aimed at specific consumer segments based on their preferences and priorities in a smart TV purchase decision.
Smart TV Buyer Insights Survey Details
| Article Name | Smart TV Buyer Insights Survey |
| Category | Features |
| Official Website | Click Here |
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Trends in TV ownership
Smart TVs have become an integral part of modern households, revolutionizing the way we consume entertainment. The insights gathered from this survey shed light on the evolving trends in TV ownership, highlighting the increasing popularity and demand for smart TV technology. As consumers seek more interactive and connected viewing experiences, smart TVs continue to dominate the market, offering a wide array of features and functionalities. Whether it’s streaming your favorite shows or accessing online content, smart TVs have truly transformed the home entertainment landscape. Stay tuned for more exciting updates on the latest tech trends.
Sony expected to see a significant increase in new TV buyers
- Sony is anticipated to experience a surge in buyers as 27% of respondents express their intention to choose a Sony TV in the future.
- 18.6 percent of participants claim to purchase a Samsung TV when buying a new smart TV.
- LG and Xiaomi might experience an increase in new TV customers with anticipated growth rates of 13.9 percent and 11.7 percent, respectively.
Samsung and Sony have a stronghold of the TV market
- Samsung leads in smart TV ownership, with 18.1 percent of survey respondents stating they own a Samsung TV.
- Sony closely follows Samsung with a market share of 16.2 percent, while LG comes next with 15.4 percent.
- Xiaomi holds a significant share of 10.5 percent in the TV user base according to the survey participants. TCL, VU, Panasonic, Thomson, and other brands also have a presence in the market share.
Sony has the most loyal users, followed by Hisense and Xiaomi
- Survey respondents indicated that Sony has the highest level of user loyalty, with 66.3 percent of its users inclined to repurchase a Sony TV.
- Hisense, Xiaomi, and Acer appear to have a degree of brand loyalty due to their cost-effective TV options.
- Approximately 45.5% of Motorola users and about 44.6% of Samsung users are projected to buy a TV from the respective brands.
Sony users would switch to Samsung TVs over LG and Mi
- Among the survey participants, 9.9 percent of Sony TV owners intend to purchase a Samsung TV instead of LG and Xiaomi TVs.
- For current Samsung TV owners Sony, LG and Xiaomi are the top choices for a new television
- Approximately 20% of LG users stated that their next TV purchase would be a Sony, followed by Samsung and Xiaomi.
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Aspects that matter most while purchasing a new TV
When it comes to purchasing a new smart TV, there are several key aspects to consider that can greatly impact your overall viewing experience. From screen size and display resolution to smart features and connectivity options, each factor plays a crucial role in determining the best TV for your needs. By understanding what matters most to you in a smart TV, you can make a more informed decision that aligns with your preferences and budget. Keep these insights in mind as you explore the wide range of smart TVs available on the market today, ensuring that you find the perfect TV that suits your entertainment needs perfectly.
Picture quality is of utmost importance when buying a new TV
- Since the display is a crucial part of a TV, more than half of the survey participants prioritise picture quality over other aspects of a new TV.
- Around 25 percent of the participants wish to see a slew of smart features on their next TV.
- Some individuals prioritize screen size, sound quality, and connectivity options above all else.
User interface and navigation controls matter to a majority of people
- According to the survey, 67.2 percent of respondents consider features such as a good user interface and navigation controls highly significant when using a TV.
- Approximately 17% of respondents in the survey do not consider user interface and navigation controls a priority, although it is still a feature they seek.
- Around 10 percent prioritize user interface and navigation controls, while the remaining 5 percent do not take these factors into account when using a TV.
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Display technology plays a major role when evaluating a TV’s display
- Over 75% of respondents diligently assess the display technology of a new television. Nowadays, televisions are equipped with OLED, QLED, FALD, and various other display technologies.
- Surprisingly, the display size is an aspect that matters to only a few people when purchasing a new TV.
- The refresh rate of the display is not a top priority compared to other display features.
Android TV is the most popular and preferred TV operating system
- Approximately 36% of survey respondents currently possess a smart TV powered by Android TV.
- A considerable number of smart TVs are powered by Google TV, constituting 18.9 percent of TV ownership. Google TV, a more recent iteration of Android TV, focuses on enhancing recommendations by considering a user’s viewing preferences.
- A significant number of participants own TVs from LG, Samsung, and Xiaomi with their respective operating systems like WebOS, Tizen, and PatchWall.
- When the time is right, nearly 44% of individuals desire to acquire a television that operates on Android TV, with Google TV, WebOS, and Tizen following closely behind.
Display enhancing features are the most sought aspects of a new TV
- The majority of modern smart TVs come with advanced features aimed at enhancing the viewing experience. According to our research, 67% of individuals expressed a desire for imaging technologies such as Dolby Vision IQ and HDR10+ in their future television sets.
- Desirable features include Dolby Atmos (12%) for audio and voice control options.
- The remaining individuals are not interested in new features or desire something that is not the same.
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How people prefer to purchase a new Smart TV?
When it comes to purchasing a new Smart TV, understanding the preferences of consumers is key. Whether it’s through online research, in-store comparisons, or seeking recommendations from friends and family, people have varied approaches to finding the perfect Smart TV for their needs. By recognizing these diverse buying habits, retailers can tailor their strategies to meet the demands of customers effectively. Embracing multiple channels and providing a seamless shopping experience can ensure that individuals find the ideal Smart TV that aligns with their preferences. So, whether you’re browsing online reviews or visiting local stores, knowing how people prefer to shop for Smart TVs can guide both consumers and retailers towards making informed decisions in this ever-evolving market.
Most people currently own a TV under Rs 30,000
- Approximately 75% of the survey respondents currently possess a television priced below Rs 30,000.
- The TV segment priced between Rs 30,000 and Rs 50,000 attracts a considerable number of buyers, whereas the segment priced between Rs 50,000 and Rs 75,000 comprises only 6.7 percent of buyers among the respondents.
- According to the latest survey data, there are hardly any buyers in the premium TV segment priced at Rs 1,00,000 and above.
32-inch is the most popular TV screen size
- More than half of the respondents in the survey own a TV that is 32 inches or smaller. Nowadays, advanced features like 4K resolution and voice assistant are readily available on budget-friendly smart TVs.
- 43-inch is the second most popular TV screen size, with 23.3 percent of respondents stating they own one.
- Surprisingly, it seems that a greater number of individuals possess 55-inch TVs in comparison to 40-inch and 50-inch TVs.
TVs with 55-inch screen size are sought the most
- A considerable number of individuals desire to purchase a television with a screen size ranging from 50 inches to 55 inches.
- Just 12.4 percent of respondents are interested in a screen size of 65 inches or larger for their next television.
- Some users opt for a screen size of 32 inches or smaller when buying their next TV.
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EMIs play a significant role when purchasing a new TV
- Survey takers indicate they would pay the entire amount upfront when buying a new TV.
- A comparable group of participants state that they would choose monthly payments to settle the cost of a new television.
35 to 44 year olds prefer EMIs the most for TV purchases
- Fifty percent of the survey participants in the 35 to 44 age group would opt to purchase a new TV on EMI using debit or credit cards.
- 32.6 percent of people between 25 and 34 years claim to buy a TV using bank debit or credit cards.
- Both these age groups and others are open to utilizing cardless EMI services like Bajaj Finserv and ZestMoney, with the percentage distribution being comparable to that of card EMIs.
Offline channels are preferred more when shopping for a TV
- When the price of a preferred TV is equal both in physical stores and online, 43.5% prefer to buy from brick-and-mortar stores, while the rest either choose online retailers or are undecided about their purchase.
- Surprisingly, nearly half of the survey participants would opt to purchase a TV from online retailers if it were priced Rs 1,000 lower. It is noteworthy that a significant number would still choose to visit physical stores for the purpose of viewing and purchasing televisions.
- 46.9% of the respondents expressed their willingness to purchase. A desire TV if its price is reduce by Rs 1,000 in brick-and-mortar stores.
Smart TV Buyer Insights Survey FAQ’S
Who buys smart TVs?
In a 2022 survey of American households, more than 33% of participants in all age brackets possessed a connected or smart TV.
What is the market share of global LED TV?
Samsung leads the worldwide TV market with a sales share of 19.6 percent.
Why buy a smart TV?
Smart TVs offer numerous advantages, such as instant access to streaming platforms, web browsing, screen mirroring, casting, gaming, and compatibility with various smart home devices.
How to sell a smart TV?
Instead of selling on platforms like eBay or Amazon, consider exploring local online marketplaces like Craigslist or Facebook Marketplace.
What needs are met by smart TVs?
A smart television offers popular video on demand services like Netflix, Amazon Prime Video, Disney+, and YouTube.
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