If and when Apple launches their entry into the TV display market, more than 26% of Australian consumers have said they will consider buying a new Apple TV “immediately”.A big chunk of these customers could be dissatisfied Sony customers claims new KAE research.
KAE asked consumers how interested they were in an Apple-branded TV and 25% of respondents in the USA said they were ready to buy “right now”. That number increased by 5% in the UK.
When SmartHouse asked the same questions as KAE had asked in the USA and the UK, 26% said they would buy an Apple TV immediately, while 43% said they would prefer an Apple TV over a TV from LG, Samsung, Sony or Panasonic.
For those who already own at least one Apple device, that number jumps to 38 percent in the USA, 42 percent in the UK and 46% in Australia.
KAE’s survey says 38 percent of Sony TV owners in the UK would buy an Apple TV, with 36 percent of Samsung TV owners also wanting one. In the US, the brand that appears to be least at risk is LG, with 31 percent of those owners looking to convert.
“Such a move would be an incredibly powerful extension of the iOS platform, accessed via a more compelling device option than Apple’s current offering (Apple TV),” says Lee Powney, KAE’s chief commercial officer. “It would create new monetisation opportunities for developers and accessory manufacturers by bringing the Apple experience further into the home.
“This would strengthen both the ecosystem and the benefits that consumers derive from owning many differing Apple devices. Will Apple do this? The pressure to maintain the lion’s share of preference from ecosystem members and create additional device-to-device interaction benefits for consumers means it should do this, and must do this.”
While some accessory manufacturers and other companies are probably looking forward to such a release, there are a lot of TV makers that probably won’t be sending out the welcome wagon. KAE says market leaders such as Sony, Samsung and LG would most likely suffer if Apple comes to market with a competing TV.
Some of the top features that consumers would like to see in an Apple-branded TV set include:
- Web features, 73 percent;
- Apps, 44 percent;
- Synchronisation with other Apple devices, 41 percent;
The Australian survey was carried out in Sydney only.