The restrictions in public life due to the Covid 19 pandemic continue to provide momentum in the business with TV sets at the end of 2020. According to a recent survey by GfK SE on behalf of Deutsche TV-Plattform, as of mid-December, one in five (22 per cent) of respondents had recently purchased a new TV or planned to do so by the end of 2020. Of these, 11 percent cited the Corona restrictions as the reason for the purchase, and in the 18-39 age group, this figure is as high as 21 percent.
Just over half (51 per cent) of recently purchased TVs went over counters at brick-and-mortar shops. Especially in small towns and communities with fewer than 5,000 inhabitants, the retail trade is the preferred point of contact for two-thirds of customers.
Screen size is the most important purchase criterion in Germany: 58 percent of those surveyed say that size is very important to them, 55 percent attach a great deal of importance to an internet connection for smart functions. It is also very important for 51 percent that the TV can display content in UHD picture quality. Ease of use is still stated as very important by 44 percent.
As part of the survey, GfK SE interviewed 987 women and men in Germany aged 18 and over via CAWI (Computer Assisted Web Interview) from 10 to 13 December 2020.