Objectives of the survey:

• What types of TVs are likely to be selling most through 2010 as the main home use TV that people would buy to replace the current one?
• Which factors are the top priorities for the main home use TV
• How are terrestrial digital TV broadcasting programs viewed on the main and the second TVs?
• What is the people’s level of interest in upcoming terrestrial digital broadcasting services targeting mobile terminals, such as "one-segment broadcasting" ?

Unit shipments of digital terrestrial receivers exceeded 5 million by the end of June 2005, with its penetration rate reaching over 10 percent. Thus, digital terrestrial TV receivers should no longer be targeted only for early adopters who use it as the main home use TV. Now it is time for the players in this market to take a broader view of likely purchasers, for the first TV purchased by the middle class, as well as the second one that might be purchased even by the audience that is less active than early adopters.

A web-based survey was conducted using a sample comprising 500 households in which more than one TV receiver are available now, with its main TV being larger than 25 inches and having been used for more than 3 years. The sample was designed to represent potential users that are most likely to replace current TV with a new one by around 2010. Questionnaires contained questions about the respondents’ intention to purchase their main or second TV, functions and needs that are prioritized for the next TV, and assumed purchase prices.

Combined with the web-based survey, retailer interviews were conducted to identify the best selling models and user trends from the retailer’s viewpoint. The findings of these surveys were analyzed in order to predict the digital TV (including liquid crystal, plasma and rear projection) market through 2010.

Questions were also asked about the level of people’s interest in upcoming digital terrestrial broadcasting services targeting mobile terminals, intention to purchase digital terrestrial broadcasting enabled mobile phones and car navigation systems, and ever-changing TV viewing behavior due to the successful launch of digital video recorders.

People who will benefit from this report include those who are in charge of product design & marketing for digital TVs, digital video recorders, mobile phones, car navigation systems, as well as digital television broadcasting.