Appliance Reliance Viewsonic : German Results Total Survey Sample : 1091 Survey conducted: March 2006 1
Q1. Which of the following technological innovations do you have in your home / do you own? % 1091 100.0% 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 974 89.3% 936 85.8% 866 79.4% 553 50.7% 377 34.6% 172 15.8% 139 12.7% 98 9.0% 96 8.8% 70 6.4% 11 1.0% 2
Q1. Which of the following technological innovations do you have in your home / do you own? - by Gender Q23 Gender Male Fem ale 1091 576 515 Q1 Home Computer / laptop 974 89.3% 516 89.6% 458 88.9% DVD Player/recorder 936 85.8% 484 84.0% 452 87.8% Digital Camera 866 79.4% 470 81.6% 396 76.9% MP3 player (eg ipod) 553 50.7% 278 48.3% 275 53.4% Playstation / Xbox (Games Console) 377 34.6% 190 33.0% 187 36.3% Digital Video Camera 172 15.8% 99 17.2% 73 14.2% Digital radio 139 12.7% 82 14.2% 57 11.1% HD Ready (High Definition) TV 98 9.0% 49 8.5% 49 9.5% PDA (eg Blackberry) 96 8.8% 63 10.9% 33 6.4% LCD / Plasma TV 70 6.4% 46 8.0% 24 4.7% None of the above 11 1.0% 5 0.9% 6 1.2% 3
Q1. Which of the following technological innovations do you have in your home / do you own? - by Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q1 Home Computer / laptop 973 89.3% 119 87.5% 322 88.7% 262 91.9% 196 87.5% 74 90.2% DVD Player/recorder 936 85.9% 120 88.2% 312 86.0% 251 88.1% 187 83.5% 66 80.5% Digital Camera 865 79.4% 104 76.5% 288 79.3% 234 82.1% 173 77.2% 66 80.5% MP3 player (eg ipod) 552 50.6% 76 55.9% 178 49.0% 166 58.2% 104 46.4% 28 34.1% Playstation / Xbox (Games Console) 377 34.6% 57 41.9% 148 40.8% 100 35.1% 52 23.2% 20 24.4% Digital Video Camera 172 15.8% 23 16.9% 58 16.0% 54 18.9% 28 12.5% 9 11.0% Digital radio 139 12.8% 18 13.2% 47 12.9% 35 12.3% 23 10.3% 16 19.5% HD Ready (High Definition) TV 98 9.0% 13 9.6% 31 8.5% 26 9.1% 17 7.6% 11 13.4% PDA (eg Blackberry) 96 8.8% 12 8.8% 35 9.6% 29 10.2% 13 5.8% 7 8.5% LCD / Plasma TV 70 6.4% 5 3.7% 16 4.4% 24 8.4% 18 8.0% 7 8.5% None of the above 11 1.0% 1 0.7% 4 1.1% - - 5 2.2% 1 1.2% 4
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.) % 1091 100.0% Q2 Yes, vaguely aw are of it Not aw are of it Yes, totally aw are of it 583 53.4% 323 29.6% 185 17.0% 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.) - by Gender Q23 Gender Male Fem ale 1091 576 515 Q2 Yes, vaguely aw are of it 583 53.4% 293 50.9% 290 56.3% Not aw are of it 323 29.6% 147 25.5% 176 34.2% Yes, totally aw are of it 185 17.0% 136 23.6% 49 9.5% 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 Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q2 Yes, vaguely aw are of it 582 53.4% 77 56.6% 196 54.0% 144 50.5% 117 52.2% 48 58.5% Not aw are of it 323 29.6% 33 24.3% 101 27.8% 87 30.5% 77 34.4% 25 30.5% Yes, totally aw are of it 185 17.0% 26 19.1% 66 18.2% 54 18.9% 30 13.4% 9 11.0% 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 HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS 1091 1090 98 Q2 Yes, vaguely aw are of it 583 53.4% 583 53.5% 46 46.9% Not aw are of it 323 29.6% 322 29.5% 24 24.5% Yes, totally aw are of it 185 17.0% 185 17.0% 28 28.6% 8
Q3. From this list which appliances would you rate as highly desirable? % 1091 100.0% 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 782 71.7% 394 36.1% 309 28.3% 262 24.0% 250 22.9% 234 21.4% 169 15.5% 150 13.7% 86 7.9% 9
Q3. From this list which appliances would you rate as highly desirable? - by Gender Q23 Gender Male Fem ale 1091 576 515 Q3 Latest technology TV (eg High Definition, LCD/Plasma TV) 782 71.7% 437 75.9% 345 67.0% Digital Video Camera 394 36.1% 205 35.6% 189 36.7% Home Computer / laptop 309 28.3% 167 29.0% 142 27.6% Digital Camera 262 24.0% 136 23.6% 126 24.5% MP3 player (eg ipod) 250 22.9% 130 22.6% 120 23.3% DVD Player / recorder 234 21.4% 144 25.0% 90 17.5% PDA (eg Blackberry) 169 15.5% 90 15.6% 79 15.3% Playstation / Xbox (Games Console) 150 13.7% 78 13.5% 72 14.0% Digital radio 86 7.9% 55 9.5% 31 6.0% 10
Q3. From this list which appliances would you rate as highly desirable? - by Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q3 Latest technology TV (eg High Definition, LCD/Plasma TV) 781 71.7% 99 72.8% 247 68.0% 212 74.4% 157 70.1% 66 80.5% Digital Video Camera 394 36.1% 49 36.0% 139 38.3% 89 31.2% 80 35.7% 37 45.1% Home Computer / laptop 309 28.3% 49 36.0% 102 28.1% 77 27.0% 58 25.9% 23 28.0% Digital Camera 262 24.0% 40 29.4% 90 24.8% 59 20.7% 54 24.1% 19 23.2% MP3 player (eg ipod) 250 22.9% 46 33.8% 89 24.5% 57 20.0% 44 19.6% 14 17.1% DVD Player / recorder 234 21.5% 28 20.6% 78 21.5% 56 19.6% 50 22.3% 22 26.8% PDA (eg Blackberry) 169 15.5% 33 24.3% 58 16.0% 38 13.3% 30 13.4% 10 12.2% Playstation / Xbox (Games Console) 150 13.8% 29 21.3% 54 14.9% 42 14.7% 20 8.9% 5 6.1% Digital radio 86 7.9% 13 9.6% 24 6.6% 25 8.8% 17 7.6% 7 8.5% 11
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 1091 1090 98 Q3 Latest technology TV (eg High Definition, LCD/Plasma TV) 782 71.7% 782 71.7% 54 55.1% Digital Video Camera 394 36.1% 393 36.1% 40 40.8% Home Computer / laptop 309 28.3% 309 28.3% 28 28.6% Digital Camera 262 24.0% 262 24.0% 20 20.4% MP3 player (eg ipod) 250 22.9% 249 22.8% 23 23.5% DVD Player / recorder 234 21.4% 234 21.5% 17 17.3% PDA (eg Blackberry) 169 15.5% 169 15.5% 21 21.4% Playstation / Xbox (Games Console) 150 13.7% 150 13.8% 10 10.2% Digital radio 86 7.9% 86 7.9% 11 11.2% 12
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? % 1091 100.0% Q4 (euros) Less than 250 251-500 501-1,000 1,001-2,000 2,001-3,000 3,001-4,000 4,001-5,000 Over 5,000 77 7.1% 125 11.5% 213 19.5% 290 26.6% 171 15.7% 90 8.2% 42 3.8% 83 7.6% 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? - by Gender Q23 Gender Male Fem ale 1091 576 515 Q4 (euros) Less than 250 77 7.1% 36 6.3% 41 8.0% 251-500 125 11.5% 66 11.5% 59 11.5% 501-1,000 213 19.5% 109 18.9% 104 20.2% 1,001-2,000 290 26.6% 142 24.7% 148 28.7% 2,001-3,000 171 15.7% 96 16.7% 75 14.6% 3,001-4,000 90 8.2% 50 8.7% 40 7.8% 4,001-5,000 42 3.8% 21 3.6% 21 4.1% Over 5,000 83 7.6% 56 9.7% 27 5.2% 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 Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q4 (euros) Less than 250 77 7.1% 20 14.7% 20 5.5% 14 4.9% 16 7.1% 7 8.5% 251-500 125 11.5% 12 8.8% 54 14.9% 23 8.1% 20 8.9% 16 19.5% 501-1,000 212 19.4% 33 24.3% 62 17.1% 66 23.2% 40 17.9% 11 13.4% 1,001-2,000 290 26.6% 28 20.6% 94 25.9% 84 29.5% 66 29.5% 18 22.0% 2,001-3,000 171 15.7% 20 14.7% 61 16.8% 42 14.7% 37 16.5% 11 13.4% 3,001-4,000 90 8.3% 12 8.8% 31 8.5% 22 7.7% 18 8.0% 7 8.5% 4,001-5,000 42 3.9% 5 3.7% 11 3.0% 13 4.6% 7 3.1% 6 7.3% Over 5,000 83 7.6% 6 4.4% 30 8.3% 21 7.4% 20 8.9% 6 7.3% 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 HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS 1091 1090 98 Q4 (euros) Less than 250 77 7.1% 77 7.1% - - 251-500 125 11.5% 124 11.4% 1 1.0% 501-1,000 213 19.5% 213 19.5% 10 10.2% 1,001-2,000 290 26.6% 290 26.6% 30 30.6% 2,001-3,000 171 15.7% 171 15.7% 21 21.4% 3,001-4,000 90 8.2% 90 8.3% 10 10.2% 4,001-5,000 42 3.8% 42 3.9% 6 6.1% Over 5,000 83 7.6% 83 7.6% 20 20.4% 16
Q5. Which of the following statements applies best to you? % 1091 100.0% 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 480 44.0% 434 39.8% 152 13.9% 25 2.3% 17
Q5. Which of the following statements applies best to you? - by Gender Q23 Gender Male Fem ale 1091 576 515 Q5 I try to keep up with the latest technology trends and innovations in the home as much as possible 480 44.0% 268 46.5% 212 41.2% I find it difficult to k- eep up with the latest technology trends and innovations in t- he home and rarely purchase the late... 434 39.8% 226 39.2% 208 40.4% I have no interest in new technology trends 152 13.9% 66 11.5% 86 16.7% I alw ays buy the latest technology trends and innovations for the home 25 2.3% 16 2.8% 9 1.7% 18
Q5. Which of the following statements applies best to you? - by Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q5 I try to keep up with the latest technology trends and innovations in the home as much as possible 480 44.0% 64 47.1% 150 41.3% 123 43.2% 107 47.8% 36 43.9% I find it difficult to k- eep up with the latest technology trends and innovations in t- he home and rarely purchase the late... 434 39.8% 49 36.0% 146 40.2% 125 43.9% 78 34.8% 36 43.9% I have no interest in new technology trends 151 13.9% 17 12.5% 55 15.2% 33 11.6% 37 16.5% 9 11.0% I alw ays buy the latest technology trends and innovations for the home 25 2.3% 6 4.4% 12 3.3% 4 1.4% 2 0.9% 1 1.2% 19
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 1091 1090 98 Q5 I try to keep up with the latest technology trends and innovations in the home as much as possible 480 44.0% 480 44.0% 56 57.1% I find it difficult to k- eep up with the latest technology trends and innovations in t- he home and rarely purchase the late... 434 39.8% 433 39.7% 23 23.5% I have no interest in new technology trends 152 13.9% 152 13.9% 12 12.2% I alw ays buy the latest technology trends and innovations for the home 25 2.3% 25 2.3% 7 7.1% 20
Q6. Which of the following items can you not imagine living without? % 1091 100.0% 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) 761 69.8% 743 68.1% 531 48.7% 515 47.2% 350 32.1% 208 19.1% 75 6.9% 52 4.8% 43 3.9% 26 2.4% 21
Q6. Which of the following items can you not imagine living without? - by Gender Q23 Gender Male Fem ale 1091 576 515 Q6 Home Computer / laptop 761 69.8% 401 69.6% 360 69.9% Television 743 68.1% 386 67.0% 357 69.3% Radio 531 48.7% 267 46.4% 264 51.3% Mobile Phone 515 47.2% 250 43.4% 265 51.5% Home stereo / HiFi 350 32.1% 185 32.1% 165 32.0% DVD Player 208 19.1% 114 19.8% 94 18.3% I could manage quite easily without any of these 75 6.9% 34 5.9% 41 8.0% ipod / MP3 Player 52 4.8% 25 4.3% 27 5.2% Games Console 43 3.9% 21 3.6% 22 4.3% PDA (eg Blackberry) 26 2.4% 20 3.5% 6 1.2% 22
Q6. Which of the following items can you not imagine living without? - by Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q6 Home Computer / laptop 760 69.7% 96 70.6% 247 68.0% 203 71.2% 158 70.5% 56 68.3% Television 742 68.1% 99 72.8% 249 68.6% 194 68.1% 144 64.3% 56 68.3% Radio 531 48.7% 61 44.9% 171 47.1% 147 51.6% 105 46.9% 47 57.3% Mobile Phone 514 47.2% 89 65.4% 184 50.7% 119 41.8% 94 42.0% 28 34.1% Home stereo / HiFi 350 32.1% 45 33.1% 115 31.7% 90 31.6% 75 33.5% 25 30.5% DVD Player 208 19.1% 28 20.6% 77 21.2% 54 18.9% 36 16.1% 13 15.9% I could manage quite easily without any of these 75 6.9% 4 2.9% 24 6.6% 18 6.3% 19 8.5% 10 12.2% ipod / MP3 Player 52 4.8% 11 8.1% 20 5.5% 14 4.9% 6 2.7% 1 1.2% Games Console 43 3.9% 10 7.4% 14 3.9% 13 4.6% 5 2.2% 1 1.2% PDA (eg Blackberry) 26 2.4% 2 1.5% 10 2.8% 10 3.5% 2 0.9% 2 2.4% 23
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 1091 1090 98 Q6 Home Computer / laptop 761 69.8% 761 69.8% 64 65.3% Television 743 68.1% 743 68.2% 69 70.4% Radio 531 48.7% 531 48.7% 48 49.0% Mobile Phone 515 47.2% 515 47.2% 47 48.0% Home stereo / HiFi 350 32.1% 350 32.1% 34 34.7% DVD Player 208 19.1% 207 19.0% 23 23.5% I could manage quite easily without any of these 75 6.9% 75 6.9% 10 10.2% ipod / MP3 Player 52 4.8% 52 4.8% 5 5.1% Games Console 43 3.9% 43 3.9% 5 5.1% PDA (eg Blackberry) 26 2.4% 26 2.4% 6 6.1% 24
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) % 1091 100.0% Q7 Strongly disagree Slightly disagree Slightly agree Strongly agree 556 51.0% 369 33.8% 149 13.7% 17 1.6% 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) - by Gender Q23 Gender Male Fem ale 1091 576 515 Q7 Strongly disagree 556 51.0% 284 49.3% 272 52.8% Slightly disagree 369 33.8% 202 35.1% 167 32.4% Slightly agree 149 13.7% 76 13.2% 73 14.2% Strongly agree 17 1.6% 14 2.4% 3 0.6% 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 Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q7 Strongly disagree 555 50.9% 62 45.6% 187 51.5% 151 53.0% 113 50.4% 42 51.2% Slightly disagree 369 33.9% 52 38.2% 125 34.4% 89 31.2% 81 36.2% 22 26.8% Slightly agree 149 13.7% 17 12.5% 48 13.2% 41 14.4% 25 11.2% 18 22.0% Strongly agree 17 1.6% 5 3.7% 3 0.8% 4 1.4% 5 2.2% - - 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 HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS 1091 1090 98 Q7 Strongly disagree 556 51.0% 555 50.9% 53 54.1% Slightly disagree 369 33.8% 369 33.9% 32 32.7% Slightly agree 149 13.7% 149 13.7% 11 11.2% Strongly agree 17 1.6% 17 1.6% 2 2.0% 28
Q8. Which of the following statements do you believe to be true? % 1091 100.0% 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 566 51.9% 376 34.5% 358 32.8% 324 29.7% 29
Q8. Which of the following statements do you believe to be true? - by Gender Q23 Gender Male Fem ale 1091 576 515 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... 566 51.9% 290 50.3% 276 53.6% The way we watch t- elevision and the technology surrounding it has changed d- ramatically in the past five years 376 34.5% 218 37.8% 158 30.7% Most electrical items in my home have got smaller in the past five years, except my TV w hich has got bigger 358 32.8% 206 35.8% 152 29.5% The living room has increasingly become an entertainment centre for me and my family over the past five years 324 29.7% 174 30.2% 150 29.1% 30
Q8. Which of the following statements do you believe to be true? - by Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 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... 565 51.8% 58 42.6% 193 53.2% 159 55.8% 112 50.0% 43 52.4% The way we watch t- elevision and the technology surrounding it has changed d- ramatically in the past five years 376 34.5% 42 30.9% 127 35.0% 101 35.4% 79 35.3% 27 32.9% Most electrical items in my home have got smaller in the past five years, except my TV w hich has got bigger 358 32.8% 48 35.3% 114 31.4% 87 30.5% 81 36.2% 28 34.1% The living room has increasingly become an entertainment centre for me and my family over the past five years 324 29.7% 54 39.7% 110 30.3% 90 31.6% 55 24.6% 15 18.3% 31
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 1091 1090 98 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... 566 51.9% 566 51.9% 46 46.9% The way we watch t- elevision and the technology surrounding it has changed d- ramatically in the past five years 376 34.5% 376 34.5% 44 44.9% Most electrical items in my home have got smaller in the past five years, except my TV w hich has got bigger 358 32.8% 357 32.8% 32 32.7% The living room has increasingly become an entertainment centre for me and my family over the past five years 324 29.7% 324 29.7% 39 39.8% 32
Q9. How do you rate the following statement: "The look and feel (the aesthetics) of home entertainment equipment is important to me" % 1091 100.0% Q9 Slightly agree Slightly disagree Strongly disagree Strongly agree 509 46.7% 285 26.1% 150 13.7% 147 13.5% 33
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 1091 576 515 Q9 Slightly agree 509 46.7% 266 46.2% 243 47.2% Slightly disagree 285 26.1% 144 25.0% 141 27.4% Strongly disagree 150 13.7% 81 14.1% 69 13.4% Strongly agree 147 13.5% 85 14.8% 62 12.0% 34
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 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q9 Slightly agree 509 46.7% 69 50.7% 178 49.0% 117 41.1% 105 46.9% 40 48.8% Slightly disagree 285 26.1% 24 17.6% 94 25.9% 89 31.2% 57 25.4% 21 25.6% Strongly disagree 149 13.7% 12 8.8% 45 12.4% 42 14.7% 36 16.1% 14 17.1% Strongly agree 147 13.5% 31 22.8% 46 12.7% 37 13.0% 26 11.6% 7 8.5% 35
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 1091 1090 98 Q9 Slightly agree 509 46.7% 509 46.7% 52 53.1% Slightly disagree 285 26.1% 285 26.1% 16 16.3% Strongly disagree 150 13.7% 149 13.7% 7 7.1% Strongly agree 147 13.5% 147 13.5% 23 23.5% 36
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? % 1091 100.0% 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 452 41.4% 350 32.1% 193 17.7% 53 4.9% 34 3.1% 9 0.8% 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? - by Gender Q23 Gender Male Fem ale 1091 576 515 Q10 Nothing 452 41.4% 238 41.3% 214 41.6% About 10 per cent 350 32.1% 180 31.3% 170 33.0% About 20 per cent 193 17.7% 109 18.9% 84 16.3% Up to 50 per cent 53 4.9% 30 5.2% 23 4.5% Money would be no object 34 3.1% 13 2.3% 21 4.1% Up to double the amount 9 0.8% 6 1.0% 3 0.6% 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 Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q10 Nothing 451 41.4% 43 31.6% 134 36.9% 133 46.7% 104 46.4% 37 45.1% About 10 per cent 350 32.1% 47 34.6% 132 36.4% 89 31.2% 58 25.9% 24 29.3% About 20 per cent 193 17.7% 27 19.9% 65 17.9% 40 14.0% 46 20.5% 15 18.3% Up to 50 per cent 53 4.9% 11 8.1% 18 5.0% 11 3.9% 8 3.6% 5 6.1% Money would be no object 34 3.1% 5 3.7% 14 3.9% 9 3.2% 6 2.7% - - Up to double the amount 9 0.8% 3 2.2% - - 3 1.1% 2 0.9% 1 1.2% 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 HD Ready TV owners Vs Non HD Ready TV owners Q1 HD Ready (High Definition) HD Ready (High Definition) TV NON OWNERS TV OWNERS 1091 1090 98 Q10 Nothing 452 41.4% 451 41.4% 32 32.7% About 10 per cent 350 32.1% 350 32.1% 29 29.6% About 20 per cent 193 17.7% 193 17.7% 22 22.4% Up to 50 per cent 53 4.9% 53 4.9% 9 9.2% Money would be no object 34 3.1% 34 3.1% 5 5.1% Up to double the amount 9 0.8% 9 0.8% 1 1.0% 40
Q11. Which of the following have you spent over 1,000 on: % 1091 100.0% 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 620 56.8% 261 23.9% 241 22.1% 84 7.7% 70 6.4% 55 5.0% 44 4.0% 29 2.7% 25 2.3% 4 0.4% 41
Q11. Which of the following have you spent over 1,000 on: - by Gender Q23 Gender Male Fem ale 1091 576 515 Q11 None of the above 620 56.8% 303 52.6% 317 61.6% City Break holiday 261 23.9% 152 26.4% 109 21.2% Stereo / Sound System 241 22.1% 151 26.2% 90 17.5% Piece of Jewellery 84 7.7% 52 9.0% 32 6.2% HD Ready (High Definition) TV 70 6.4% 38 6.6% 32 6.2% Watch 55 5.0% 37 6.4% 18 3.5% Antique / Collectors Item 44 4.0% 20 3.5% 24 4.7% Bespoke Tailored Suit 29 2.7% 23 4.0% 6 1.2% Art / Ornaments 25 2.3% 14 2.4% 11 2.1% Handbag 4 0.4% 2 0.3% 2 0.4% 42
Q11. Which of the following have you spent over 1,000 on: - by Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q11 None of the above 619 56.8% 77 56.6% 213 58.7% 164 57.5% 122 54.5% 43 52.4% City Break holiday 261 23.9% 34 25.0% 76 20.9% 67 23.5% 59 26.3% 25 30.5% Stereo / Sound System 241 22.1% 26 19.1% 82 22.6% 67 23.5% 49 21.9% 17 20.7% Piece of Jewellery 84 7.7% 3 2.2% 22 6.1% 22 7.7% 25 11.2% 12 14.6% HD Ready (High Definition) TV 70 6.4% 11 8.1% 25 6.9% 16 5.6% 12 5.4% 6 7.3% Watch 55 5.0% 4 2.9% 17 4.7% 17 6.0% 12 5.4% 5 6.1% Antique / Collectors Item 44 4.0% 4 2.9% 17 4.7% 8 2.8% 8 3.6% 7 8.5% Bespoke Tailored Suit 29 2.7% 6 4.4% 8 2.2% 8 2.8% 3 1.3% 4 4.9% Art / Ornaments 25 2.3% - - 6 1.7% 10 3.5% 6 2.7% 3 3.7% Handbag 4 0.4% 2 1.5% 1 0.3% - - - - 1 1.2% 43
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 1091 1090 98 Q11 None of the above 620 56.8% 619 56.8% 30 30.6% City Break holiday 261 23.9% 261 23.9% 36 36.7% Stereo / Sound System 241 22.1% 241 22.1% 36 36.7% Piece of Jewellery 84 7.7% 84 7.7% 16 16.3% HD Ready (High Definition) TV 70 6.4% 70 6.4% 35 35.7% Watch 55 5.0% 55 5.0% 15 15.3% Antique / Collectors Item 44 4.0% 44 4.0% 10 10.2% Bespoke Tailored Suit 29 2.7% 29 2.7% 6 6.1% Art / Ornaments 25 2.3% 25 2.3% 5 5.1% Handbag 4 0.4% 4 0.4% 1 1.0% 44
Q12. Which of the following would you consider spending over 1,000 on: % 1091 100.0% 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 448 41.1% 325 29.8% 296 27.1% 87 8.0% 84 7.7% 56 5.1% 48 4.4% 48 4.4% 43 3.9% 9 0.8% 45
Q12. Which of the following would you consider spending over 1,000 on: - by Gender Q23 Gender Male Fem ale 1091 576 515 Q12 None of the above 448 41.1% 204 35.4% 244 47.4% City Break holiday 325 29.8% 169 29.3% 156 30.3% HD Ready (High Definition) TV 296 27.1% 196 34.0% 100 19.4% Piece of Jewellery 87 8.0% 50 8.7% 37 7.2% Antique / Collectors Item 84 7.7% 42 7.3% 42 8.2% Stereo / Sound System 56 5.1% 37 6.4% 19 3.7% Watch 48 4.4% 32 5.6% 16 3.1% Art / Ornaments 48 4.4% 25 4.3% 23 4.5% Bespoke Tailored Suit 43 3.9% 34 5.9% 9 1.7% Handbag 9 0.8% 4 0.7% 5 1.0% 46
Q12. Which of the following would you consider spending over 1,000 on: - by Age Q24 Age 16-24 25-34 35-44 45-54 55+ 1090 136 363 285 224 82 Q12 None of the above 447 41.0% 46 33.8% 151 41.6% 122 42.8% 94 42.0% 34 41.5% City Break holiday 325 29.8% 48 35.3% 107 29.5% 88 30.9% 60 26.8% 22 26.8% HD Ready (High Definition) TV 296 27.2% 41 30.1% 91 25.1% 77 27.0% 64 28.6% 23 28.0% Piece of Jewellery 87 8.0% 9 6.6% 27 7.4% 20 7.0% 24 10.7% 7 8.5% Antique / Collectors Item 84 7.7% 8 5.9% 31 8.5% 21 7.4% 17 7.6% 7 8.5% Stereo / Sound System 56 5.1% 9 6.6% 18 5.0% 16 5.6% 8 3.6% 5 6.1% Watch 48 4.4% 4 2.9% 20 5.5% 13 4.6% 7 3.1% 4 4.9% Art / Ornaments 48 4.4% 6 4.4% 12 3.3% 14 4.9% 10 4.5% 6 7.3% Bespoke Tailored Suit 43 3.9% 7 5.1% 12 3.3% 18 6.3% 4 1.8% 2 2.4% Handbag 9 0.8% 3 2.2% 4 1.1% 2 0.7% - - - - 47
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 1091 1090 98 Q12 None of the above 448 41.1% 447 41.0% 29 29.6% City Break holiday 325 29.8% 325 29.8% 40 40.8% HD Ready (High Definition) TV 296 27.1% 296 27.2% 34 34.7% Piece of Jewellery 87 8.0% 87 8.0% 13 13.3% Antique / Collectors Item 84 7.7% 84 7.7% 11 11.2% Stereo / Sound System 56 5.1% 56 5.1% 3 3.1% Watch 48 4.4% 48 4.4% 11 11.2% Art / Ornaments 48 4.4% 48 4.4% 7 7.1% Bespoke Tailored Suit 43 3.9% 43 3.9% 7 7.1% Handbag 9 0.8% 9 0.8% 2 2.0% 48
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