While many of the HDTV markets in Western Europe are relatively mature, a trio of surveys from ABI Research suggests Germany still has plenty of room for growth. Of the 1,000 German respondents, only 38% claimed to own at least one HDTV, a penetration rate significantly lower than the data collected in France and the UK. Among these consumers, Samsung captured the highest share at 27%, with Philips following at 22% of respondents.
“Considering the relatively large viewer bases of analog cable and FTA DBS (still viewing SD content), it is likely the demand for HDTVs is taking longer to develop,” says digital home senior analyst Michael Inouye.
The silver lining to the HDTV market thus far, however, is connected TVs. 13% of German respondents with a home network claimed to have a TV directly connected to the Internet, a penetration rate that matched the UK. Digital home practice director Jason Blackwell says, “Further evidence of German consumers’ penchant for connected CE devices has been the relative success and traction of HbbTV in Germany.”
Samsung and Philips have worked diligently to develop their respective Internet-connected platforms and considering the seeming penchant for connected features among German consumers, this likely contributed to bolstering each company’s market share through 2010.
ABI Research’s three Wave 2 Germany Surveys: Technology Barometer™: Connected Home and Computing, Technology Barometer™: Mobile, and Technology Barometer™: Digital Lifestyle provide insight into the German consumer electronics market.
