20 June 2012
Bigger, better, cheaper: Australian households embrace digital TVs
Australians' TV viewing experience at home continues to improve as the uptake of digital TVs grows, confirming more than ever before that the television is an essential–and prominent–piece of household technology, according to research released today by the Australian Communications and Media Authority.
'As prices drop and features – such as large screens, high definition (HD) and internet connectivity – become more common, Australians are now enjoying an unprecedented level of quality in their viewing experience,' said ACMA Chairman, Chris Chapman'
The Television sets in Australian households 2011 report found that 99 per cent of Australian households have at least one television set. In total, there are about 18.7 million working television sets in private dwellings in Australia – an average of 2.2 per household. Twenty nine percent of households had purchased a new television set in the 12 months before the study, and 70 per cent had bought a new set in the previous three years.
By mid-2011, over 80% of main TV sets in Australian households had been converted to digital.
The main reasons given for buying a new set were to get a television set with a flat or bigger screen (69 per cent) or to get a better quality picture (66 per cent).
Nearly all sets bought in the last three years were digital and the switch to digital by the end of 2013 was given as a reason to buy a new set by 59 per cent of those surveyed.
And, while watching recorded television is increasing, viewing live television remains the primary way of watching television, as noted in the latest Australian Multi-Screen Report from Nielsen. 1
The average age of television sets before being replaced was 8.3 years. Forty per cent of all television sets in Australian households were estimated to be less than four years old in mid-2011.
The average price of an LCD television set fell by $256 (32 per cent) between 2010 and 2011, and the average price of a plasma television set fell by $174, or 14 per cent. Those surveyed reported that the average price for a new TV bought in the year to June 2011 was $1,131.
Only 32 per cent said that they had purchased a new set because the old one had stopped working. Most purchases (80 per cent) were to replace an existing set, and many of those (57 per cent) were kept or given to family, friends or charity.
While viewing experience was a strong driver for buying a new television set, households shouldn't spoil that by ignoring their antenna system.
Another study released by the ACMA today – Television equipment and antenna stock in Penrith households 2011 – found that antennas were typically quite aged, with around half estimated to be more than 10 years old.
The research results emphasise that consumers need to maintain the condition of their antenna systems to get the best reception, ensuring picture and sound quality for analog and digital services.
In keeping with the findings of the main research, 83% of households surveyed had switched to digital, while 47% owned a TV set less than two years old.
The mySwitch website provides a useful tool for those experiencing digital reception issues.
For more information or to arrange an interview, please contact: Emma Rossi, Media Manager, (02) 9334 7719 and 0434 652 063 or firstname.lastname@example.org.
A high res jpeg info graph detailing the key results is also available.
1 Nielsen Multi-Screen Report, Quarter 4, 2011