Appliance Reliance. Viewsonic : German Results. Total Survey Sample Base : 1091 Survey conducted: March ViewSonic.com

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1 Appliance Reliance Viewsonic : German Results Total Survey Sample : 1091 Survey conducted: March

2 Q1. Which of the following technological innovations do you have in your home / do you own? % % Q1 Home Computer / laptop DVD Player/recorder Digital Camera MP3 player (eg ipod) Playstation / Xbox (Games Console) Digital Video Camera Digital radio HD Ready (High Definition) TV PDA (eg Blackberry) LCD / Plasma TV None of the above % % % % % % % % % % % 2

3 Q1. Which of the following technological innovations do you have in your home / do you own? - by Gender Q23 Gender Male Fem ale Q1 Home Computer / laptop % % % DVD Player/recorder % % % Digital Camera % % % MP3 player (eg ipod) % % % Playstation / Xbox (Games Console) % % % Digital Video Camera % % % Digital radio % % % HD Ready (High Definition) TV % % % PDA (eg Blackberry) % % % LCD / Plasma TV % % % None of the above % 5 0.9% 6 1.2% 3

4 Q1. Which of the following technological innovations do you have in your home / do you own? - by Age Q24 Age Q1 Home Computer / laptop % % % % % % DVD Player/recorder % % % % % % Digital Camera % % % % % % MP3 player (eg ipod) % % % % % % Playstation / Xbox (Games Console) % % % % % % Digital Video Camera % % % % % % Digital radio % % % % % % HD Ready (High Definition) TV % % % % % % PDA (eg Blackberry) % % % % % 7 8.5% LCD / Plasma TV % 5 3.7% % % % 7 8.5% None of the above % 1 0.7% 4 1.1% % 1 1.2% 4

5 Q2. Do you know what High Definition TV is? (HDTV is a television display technology that provides picture quality similar to 35 mm. movies with sound quality similar to that of today's compact disc.) % % Q2 Yes, vaguely aw are of it Not aw are of it Yes, totally aw are of it % % % 5

6 Q2. Do you know what High Definition TV is? (HDTV is a television display technology that provides picture quality similar to 35 mm. movies with sound quality similar to that of today's compact disc.) - by Gender Q23 Gender Male Fem ale Q2 Yes, vaguely aw are of it % % % Not aw are of it % % % Yes, totally aw are of it % % % 6

7 Q2. Do you know what High Definition TV is? (HDTV is a television display technology that provides picture quality similar to 35 mm. movies with sound quality similar to that of today's compact disc.) - by Age Q24 Age Q2 Yes, vaguely aw are of it % % % % % % Not aw are of it % % % % % % Yes, totally aw are of it % % % % % % 7

8 Q2. Do you know what High Definition TV is? (HDTV is a television display technology that provides picture quality similar to 35 mm. movies with sound quality similar to that of today's compact disc.) - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q2 Yes, vaguely aw are of it % % % Not aw are of it % % % Yes, totally aw are of it % % % 8

9 Q3. From this list which appliances would you rate as highly desirable? % % Q3 Latest technology TV (eg High Definition, LCD/Plasma TV) Digital Video Camera Home Computer / laptop Digital Camera MP3 player (eg ipod) DVD Player / recorder PDA (eg Blackberry) Playstation / Xbox (Games Console) Digital radio % % % % % % % % % 9

10 Q3. From this list which appliances would you rate as highly desirable? - by Gender Q23 Gender Male Fem ale Q3 Latest technology TV (eg High Definition, LCD/Plasma TV) % % % Digital Video Camera % % % Home Computer / laptop % % % Digital Camera % % % MP3 player (eg ipod) % % % DVD Player / recorder % % % PDA (eg Blackberry) % % % Playstation / Xbox (Games Console) % % % Digital radio % % % 10

11 Q3. From this list which appliances would you rate as highly desirable? - by Age Q24 Age Q3 Latest technology TV (eg High Definition, LCD/Plasma TV) % % % % % % Digital Video Camera % % % % % % Home Computer / laptop % % % % % % Digital Camera % % % % % % MP3 player (eg ipod) % % % % % % DVD Player / recorder % % % % % % PDA (eg Blackberry) % % % % % % Playstation / Xbox (Games Console) % % % % % 5 6.1% Digital radio % % % % % 7 8.5% 11

12 Q3. From this list which appliances would you rate as highly desirable? - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q3 Latest technology TV (eg High Definition, LCD/Plasma TV) % % % Digital Video Camera % % % Home Computer / laptop % % % Digital Camera % % % MP3 player (eg ipod) % % % DVD Player / recorder % % % PDA (eg Blackberry) % % % Playstation / Xbox (Games Console) % % % Digital radio % % % 12

13 Q4. How much would you estimate the value of the 'entertainment system' in your home to be? This should be your main entertainment centre (eg including TV, films, music, gaming, CD / DVD / VHS players, speakers, etc) in your living room? % % Q4 (euros) Less than ,000 1,001-2,000 2,001-3,000 3,001-4,000 4,001-5,000 Over 5, % % % % % % % % 13

14 Q4. How much would you estimate the value of the 'entertainment system' in your home to be? This should be your main entertainment centre (eg including TV, films, music, gaming, CD / DVD / VHS players, speakers, etc) in your living room? - by Gender Q23 Gender Male Fem ale Q4 (euros) Less than % % % % % % 501-1, % % % 1,001-2, % % % 2,001-3, % % % 3,001-4, % % % 4,001-5, % % % Over 5, % % % 14

15 Q4. How much would you estimate the value of the 'entertainment system' in your home to be? This should be your main entertainment centre (eg including TV, films, music, gaming, CD / DVD / VHS players, speakers, etc) in your living room? - by Age Q24 Age Q4 (euros) Less than % % % % % 7 8.5% % % % % % % 501-1, % % % % % % 1,001-2, % % % % % % 2,001-3, % % % % % % 3,001-4, % % % % % 7 8.5% 4,001-5, % 5 3.7% % % 7 3.1% 6 7.3% Over 5, % 6 4.4% % % % 6 7.3% 15

16 Q4. How much would you estimate the value of the 'entertainment system' in your home to be? This should be your main entertainment centre (eg including TV, films, music, gaming, CD / DVD / VHS players, speakers, etc) in your living room? - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q4 (euros) Less than % % % % 1 1.0% 501-1, % % % 1,001-2, % % % 2,001-3, % % % 3,001-4, % % % 4,001-5, % % 6 6.1% Over 5, % % % 16

17 Q5. Which of the following statements applies best to you? % % Q5 I try to keep up with the latest technology trends and innovations in the home as much as possible I find it difficult to k- eep up with the latest technology trends and innovations in t- he home and rarely purchase the late... I have no interest in new technology trends I alw ays buy the latest technology trends and innovations for the home % % % % 17

18 Q5. Which of the following statements applies best to you? - by Gender Q23 Gender Male Fem ale Q5 I try to keep up with the latest technology trends and innovations in the home as much as possible % % % I find it difficult to k- eep up with the latest technology trends and innovations in t- he home and rarely purchase the late % % % I have no interest in new technology trends % % % I alw ays buy the latest technology trends and innovations for the home % % 9 1.7% 18

19 Q5. Which of the following statements applies best to you? - by Age Q24 Age Q5 I try to keep up with the latest technology trends and innovations in the home as much as possible % % % % % % I find it difficult to k- eep up with the latest technology trends and innovations in t- he home and rarely purchase the late % % % % % % I have no interest in new technology trends % % % % % % I alw ays buy the latest technology trends and innovations for the home % 6 4.4% % 4 1.4% 2 0.9% 1 1.2% 19

20 Q5. Which of the following statements applies best to you? - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q5 I try to keep up with the latest technology trends and innovations in the home as much as possible % % % I find it difficult to k- eep up with the latest technology trends and innovations in t- he home and rarely purchase the late % % % I have no interest in new technology trends % % % I alw ays buy the latest technology trends and innovations for the home % % 7 7.1% 20

21 Q6. Which of the following items can you not imagine living without? % % Q6 Home Computer / laptop Television Radio Mobile Phone Home stereo / HiFi DVD Player I could manage quite easily without any of these ipod / MP3 Player Games Console PDA (eg Blackberry) % % % % % % % % % % 21

22 Q6. Which of the following items can you not imagine living without? - by Gender Q23 Gender Male Fem ale Q6 Home Computer / laptop % % % Television % % % Radio % % % Mobile Phone % % % Home stereo / HiFi % % % DVD Player % % % I could manage quite easily without any of these % % % ipod / MP3 Player % % % Games Console % % % PDA (eg Blackberry) % % 6 1.2% 22

23 Q6. Which of the following items can you not imagine living without? - by Age Q24 Age Q6 Home Computer / laptop % % % % % % Television % % % % % % Radio % % % % % % Mobile Phone % % % % % % Home stereo / HiFi % % % % % % DVD Player % % % % % % I could manage quite easily without any of these % 4 2.9% % % % % ipod / MP3 Player % % % % 6 2.7% 1 1.2% Games Console % % % % 5 2.2% 1 1.2% PDA (eg Blackberry) % 2 1.5% % % 2 0.9% 2 2.4% 23

24 Q6. Which of the following items can you not imagine living without? - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q6 Home Computer / laptop % % % Television % % % Radio % % % Mobile Phone % % % Home stereo / HiFi % % % DVD Player % % % I could manage quite easily without any of these % % % ipod / MP3 Player % % 5 5.1% Games Console % % 5 5.1% PDA (eg Blackberry) % % 6 6.1% 24

25 Q7. How do you rate the following statement: "I am sometimes embarrassed at how old-fashioned or out of date my home entertainment equipment & systems are!" (eg including TV, HiFi, gaming consoles, etc) % % Q7 Strongly disagree Slightly disagree Slightly agree Strongly agree % % % % 25

26 Q7. How do you rate the following statement: "I am sometimes embarrassed at how old-fashioned or out of date my home entertainment equipment & systems are!" (eg including TV, HiFi, gaming consoles, etc) - by Gender Q23 Gender Male Fem ale Q7 Strongly disagree % % % Slightly disagree % % % Slightly agree % % % Strongly agree % % 3 0.6% 26

27 Q7. How do you rate the following statement: "I am sometimes embarrassed at how old-fashioned or out of date my home entertainment equipment & systems are!" (eg including TV, HiFi, gaming consoles, etc) - by Age Q24 Age Q7 Strongly disagree % % % % % % Slightly disagree % % % % % % Slightly agree % % % % % % Strongly agree % 5 3.7% 3 0.8% 4 1.4% 5 2.2%

28 Q7. How do you rate the following statement: "I am sometimes embarrassed at how old-fashioned or out of date my home entertainment equipment & systems are!" (eg including TV, HiFi, gaming consoles, etc) - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q7 Strongly disagree % % % Slightly disagree % % % Slightly agree % % % Strongly agree % % 2 2.0% 28

29 Q8. Which of the following statements do you believe to be true? % % Q8 I am more likely to w ait for a film to be released on DVD/appear on television, r- ather than go to the cinema than I w as... The way we watch t- elevision and the technology surrounding it has changed d- ramatically in the past five years Most electrical items in my home have got smaller in the past five years, except my TV w hich has got bigger The living room has increasingly become an entertainment centre for me and my family over the past five years % % % % 29

30 Q8. Which of the following statements do you believe to be true? - by Gender Q23 Gender Male Fem ale Q8 I am more likely to w ait for a film to be released on DVD/appear on television, r- ather than go to the cinema than I w as % % % The way we watch t- elevision and the technology surrounding it has changed d- ramatically in the past five years % % % Most electrical items in my home have got smaller in the past five years, except my TV w hich has got bigger % % % The living room has increasingly become an entertainment centre for me and my family over the past five years % % % 30

31 Q8. Which of the following statements do you believe to be true? - by Age Q24 Age Q8 I am more likely to w ait for a film to be released on DVD/appear on television, r- ather than go to the cinema than I w as % % % % % % The way we watch t- elevision and the technology surrounding it has changed d- ramatically in the past five years % % % % % % Most electrical items in my home have got smaller in the past five years, except my TV w hich has got bigger % % % % % % The living room has increasingly become an entertainment centre for me and my family over the past five years % % % % % % 31

32 Q8. Which of the following statements do you believe to be true? - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q8 I am more likely to w ait for a film to be released on DVD/appear on television, r- ather than go to the cinema than I w as % % % The way we watch t- elevision and the technology surrounding it has changed d- ramatically in the past five years % % % Most electrical items in my home have got smaller in the past five years, except my TV w hich has got bigger % % % The living room has increasingly become an entertainment centre for me and my family over the past five years % % % 32

33 Q9. How do you rate the following statement: "The look and feel (the aesthetics) of home entertainment equipment is important to me" % % Q9 Slightly agree Slightly disagree Strongly disagree Strongly agree % % % % 33

34 Q9. How do you rate the following statement: "The look and feel (the aesthetics) of home entertainment equipment is important to me" - by Gender Q23 Gender Male Fem ale Q9 Slightly agree % % % Slightly disagree % % % Strongly disagree % % % Strongly agree % % % 34

35 Q9. How do you rate the following statement: "The look and feel (the aesthetics) of home entertainment equipment is important to me" - by Age Q24 Age Q9 Slightly agree % % % % % % Slightly disagree % % % % % % Strongly disagree % % % % % % Strongly agree % % % % % 7 8.5% 35

36 Q9. How do you rate the following statement: "The look and feel (the aesthetics) of home entertainment equipment is important to me - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q9 Slightly agree % % % Slightly disagree % % % Strongly disagree % % 7 7.1% Strongly agree % % % 36

37 Q10. How much extra would you be prepared to pay for a piece of home entertainment equipment if it 'looked good' compared to a technically identical but less stylish item? % % Q10 Nothing About 10 per cent About 20 per cent Up to 50 per cent Money would be no object Up to double the amount % % % % % 9 0.8% 37

38 Q10. How much extra would you be prepared to pay for a piece of home entertainment equipment if it 'looked good' compared to a technically identical but less stylish item? - by Gender Q23 Gender Male Fem ale Q10 Nothing % % % About 10 per cent % % % About 20 per cent % % % Up to 50 per cent % % % Money would be no object % % % Up to double the amount 9 0.8% 6 1.0% 3 0.6% 38

39 Q10. How much extra would you be prepared to pay for a piece of home entertainment equipment if it 'looked good' compared to a technically identical but less stylish item? - by Age Q24 Age Q10 Nothing % % % % % % About 10 per cent % % % % % % About 20 per cent % % % % % % Up to 50 per cent % % % % 8 3.6% 5 6.1% Money would be no object % 5 3.7% % 9 3.2% 6 2.7% - - Up to double the amount 9 0.8% 3 2.2% % 2 0.9% 1 1.2% 39

40 Q10. How much extra would you be prepared to pay for a piece of home entertainment equipment if it 'looked good' compared to a technically identical but less stylish item? - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q10 Nothing % % % About 10 per cent % % % About 20 per cent % % % Up to 50 per cent % % 9 9.2% Money would be no object % % 5 5.1% Up to double the amount 9 0.8% 9 0.8% 1 1.0% 40

41 Q11. Which of the following have you spent over 1,000 on: % % Q11 None of the above City Break holiday Stereo / Sound System Piece of Jewellery HD Ready (High Definition) TV Watch Antique / Collectors Item Bespoke Tailored Suit Art / Ornaments Handbag % % % % % % % % % 4 0.4% 41

42 Q11. Which of the following have you spent over 1,000 on: - by Gender Q23 Gender Male Fem ale Q11 None of the above % % % City Break holiday % % % Stereo / Sound System % % % Piece of Jewellery % % % HD Ready (High Definition) TV % % % Watch % % % Antique / Collectors Item % % % Bespoke Tailored Suit % % 6 1.2% Art / Ornaments % % % Handbag 4 0.4% 2 0.3% 2 0.4% 42

43 Q11. Which of the following have you spent over 1,000 on: - by Age Q24 Age Q11 None of the above % % % % % % City Break holiday % % % % % % Stereo / Sound System % % % % % % Piece of Jewellery % 3 2.2% % % % % HD Ready (High Definition) TV % % % % % 6 7.3% Watch % 4 2.9% % % % 5 6.1% Antique / Collectors Item % 4 2.9% % 8 2.8% 8 3.6% 7 8.5% Bespoke Tailored Suit % 6 4.4% 8 2.2% 8 2.8% 3 1.3% 4 4.9% Art / Ornaments % % % 6 2.7% 3 3.7% Handbag 4 0.4% 2 1.5% 1 0.3% % 43

44 Q11. Which of the following have you spent over 1,000 on: - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q11 None of the above % % % City Break holiday % % % Stereo / Sound System % % % Piece of Jewellery % % % HD Ready (High Definition) TV % % % Watch % % % Antique / Collectors Item % % % Bespoke Tailored Suit % % 6 6.1% Art / Ornaments % % 5 5.1% Handbag 4 0.4% 4 0.4% 1 1.0% 44

45 Q12. Which of the following would you consider spending over 1,000 on: % % Q12 None of the above City Break holiday HD Ready (High Definition) TV Piece of Jewellery Antique / Collectors Item Stereo / Sound System Watch Art / Ornaments Bespoke Tailored Suit Handbag % % % % % % % % % 9 0.8% 45

46 Q12. Which of the following would you consider spending over 1,000 on: - by Gender Q23 Gender Male Fem ale Q12 None of the above % % % City Break holiday % % % HD Ready (High Definition) TV % % % Piece of Jewellery % % % Antique / Collectors Item % % % Stereo / Sound System % % % Watch % % % Art / Ornaments % % % Bespoke Tailored Suit % % 9 1.7% Handbag 9 0.8% 4 0.7% 5 1.0% 46

47 Q12. Which of the following would you consider spending over 1,000 on: - by Age Q24 Age Q12 None of the above % % % % % % City Break holiday % % % % % % HD Ready (High Definition) TV % % % % % % Piece of Jewellery % 9 6.6% % % % 7 8.5% Antique / Collectors Item % 8 5.9% % % % 7 8.5% Stereo / Sound System % 9 6.6% % % 8 3.6% 5 6.1% Watch % 4 2.9% % % 7 3.1% 4 4.9% Art / Ornaments % 6 4.4% % % % 6 7.3% Bespoke Tailored Suit % 7 5.1% % % 4 1.8% 2 2.4% Handbag 9 0.8% 3 2.2% 4 1.1% 2 0.7%

48 Q12. Which of the following would you consider spending over 1,000 on: - by HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS Q12 None of the above % % % City Break holiday % % % HD Ready (High Definition) TV % % % Piece of Jewellery % % % Antique / Collectors Item % % % Stereo / Sound System % % 3 3.1% Watch % % % Art / Ornaments % % 7 7.1% Bespoke Tailored Suit % % 7 7.1% Handbag 9 0.8% 9 0.8% 2 2.0% 48

49 Tickbox.net survey Appliance Reliance for Viewsonic : German Results The research for (the brand) was carried out online by Tickbox.net between March 2006 amongst a nationally representative sample of 1091 UK adults aged 16+. Tickbox.net is a leading market research organisation, carrying out consumer, corporate and niche market surveys online amongst a 50,000+ member panel. Tickbox.net is a member of the BMRA (British Market Research Association), follow the codes of the MRS (Market Research Society) and are fully registered and compliant with the Data Protection Registrar, as well as being the preferred research supplier of the PRCA (Public Relations Consultants Association). 49

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