Online purchases of TVs are more popular in India: CMR

These days, the majority of Indians prefer to acquire television sets online, with three out of every five offline customers eager to research their next TV purchase online. According to information from Cyber Media Research, Amazon is the most popular online store for purchases among online consumers, while Croma is the favoured location for offline consumers (CMR).

The survey was done in tier 1 and tier 2 cities, and the results showed that the simplicity of home delivery, the variety of options, and the availability of reasonable payment options were the major determinants of online TV sales. According to the report, more consumers in post-pandemic India prefer to buy their next TV online. It attributes this change to the rise in digital fluency over the previous two years.

“In-home entertainment has taken an entirely new meaning in the new normal. While Indians generally hold onto their TV for an average of eight years, more consumers are now seeking to upgrade their entertainment experiences with the latest TV,” said Satya Mohanty, Head- Industry Consulting Group (IIG), CyberMedia Research (CMR).

He pointed out that internet connectivity in TVs is a major purchase motivator and that cord-cutting is currently a major trend among customers.

When it comes to online TV purchases, customers most frequently choose Amazon, which also receives the top marks from consumers for brand trust (71 percent), convenience (67 percent), and value (67 percent) (65 percent ).

Leading in offline retail is Croma. Interestingly, the study found that three out of every five people who buy TV offline are considering their future TV purchase online.

“Beyond the born-on-the-internet generation, our study findings point to a shift in the mindset of traditional offline consumers. While touch and feel has been a key part of their purchase journey, they are now more open to exploring TV purchase online,” said Prabhu Ram, Head- Industry Intelligence Group (IIG), CyberMedia Research (CMR).

According to the study, five out of every ten consumers have purchased or want to purchase a new TV in order to switch from their current ordinary TV to a smart TV.

Friends/family (65%) and web portals (59%) are the top three sources of information as well as significant TV purchasing influencers (46 percent ). Users’ top three criteria for new TV design aesthetics are screen size (75 percent), a thin frame (69 percent), and innovative design (66 percent).

For 60 percent of internet shoppers, receiving TV at their front door is what makes them buy TV online. Value for money and trust are the main factors influencing online TV purchases.