2023-12-06 18:53:47
If we stop to reflect on the television market over the last 25 years, we see an unusual trend in relation to other electronic devices. While computers now fit in the palm of your hand in the form of smartphones, TVs are being produced increasingly larger and fulfilling consumers’ dream of having a cinematic experience at home.
The fact is that the largest volume of TV sales in the Brazilian market in 2018 was below 45 inches and only 1 in every 5 TVs sold was larger than 55”, according to GfK. In 2022, the share of televisions above this inch has already doubled, showing the tendency of Brazilian consumers to migrate to larger televisions.
And it doesn’t stop there: thanks to current television technology – such as LCD, QLED, Mini LEDs, OLED and MICROLED – which have made them thinner and lighter, the market is able to provide even larger products, with models that easily pass the 100 mark. inches. This made it much easier to deal with the space the device occupied, since in the 1990s a 32-inch TV weighed an average of 45kg and was already considered a reasonable size for most homes. Currently, this same size is considered small for many homes, and it is possible to find 77-inch models that weigh just over 35kg and are super thin, a true technological leap also in design.
But why are TVs with increasingly larger screens taking over purchasing intentions? To understand this trend, it is necessary to observe consumer tastes, their purchasing power and technological advances. By analyzing these three factors, it is even possible to understand what will be considered a giant screen TV in the coming years.
Starting with the first of them, consumer taste. When we go to our favorite team’s game or go to the cinema to watch the movie we’ve been waiting for so long, we always want to have the best seat in the house to have the best view of what’s being watched. This is exactly the feeling that larger televisions provide, with much greater immersion and technological solutions that make us feel like we are inside the stadium or the movie theater itself. The features present in these screens, such as QLED technology, also require very large distances to avoid discomfort, which makes the experience much more immersive and comfortable. Nowadays it is possible to have a 98” inch TV, for example, in an environment with a distance of 2.5m from the TV to the Sofa, without causing any discomfort to the viewer.
Super Big TVs are also products with higher prices due to their applied technology, something that attracts consumers with a taste for more premium models. The ninth edition of the “True Luxury Global Consumer Insight 2023” study, carried out by the Boston Consulting Group (BCG) in partnership with the Altagamma Foundation, reveals that consumers of high-value-added luxury items expect to increase their spending by 40% in the next year. This brings us to the second point: consumer purchasing power. In line with this, we are already seeing an increasing supply of models with superior technologies, and sizes between 75 and 98 inches to meet the demand of this audience.
Finally, the third determining factor in this market’s propensity to invest in larger screens is technological advancement. OLED technology, for example, is capable of lighting and turning off pixels individually, providing much more contrast, absolute black tones and impressive color definition, in addition to the new quantum dot technology used in some models that guarantee a lot of brightness and color. . Having the opportunity to witness all this evolution of quality on larger screens is the dream of many technology admirers, who always seek the best in technical terms. Not to mention the processors that gain more abilities every year, such as resolution and brightness upscaling through AI.
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