Research from leading TV manufacturer TP Vision has found that only four in ten consumers – from Germany, France, the Netherlands and Poland – are willing to pay extra for environmentally-friendly features when buying a new TV, with the majority believing that sustainability should be supplied as standard by manufacturers.

The research by TP Vision – the company celebrating its tenth anniversary as licensee for the design, manufacturing, sales & marketing of Philips branded TVs – found that sustainable initiatives are appreciated more than ever by the consumer, while the European Union is also increasingly focusing on the lifespan and recycling of devices with ‘right to repair’.

According to the TP Vision survey – of 4,150 Europeans from Germany, France, the Netherlands and Poland – television is universally popular in Europe with nearly 60 percent of those surveyed owning two or more TVs and only 2.5 percent having none. The way television is consumed has also changed over the years. Only 40 percent still watch linear television: while streaming content (almost 25%), time-shifted viewing (7.5%), listening to music (6.1%) and gaming (5.4%) are becoming ever more popular. It is not without reason that two thirds consider the TV an essential part of the living room with 55 percent considering it essential to their lives.

‘About 70 years ago, when Philips started experimental broadcasting, the TV was the central point in the house where people gathered to watch. Now, 70 years later, not only does the TV perform that same function, it plays an even more essential role in consumer’s lives.’ says Martijn Smelt, CMO TP Vision. ‘And this will continue with 80 percent of the respondents certain that they will still have a TV in their living room in five years’ time and 40 per cent expecting to own a TV larger than their current one.’

European regulations on the sustainability of digital equipment are becoming increasingly strict. For example, the European Union is committed to ‘right to repair’, to extend the life of appliances plus the rating of product energy labels has recently been tightened.

TV manufacturers believe the investment in technical innovations and alternative materials is most important. But when buying a TV, does the consumer agree?

Buying a new TV: what do consumers look for?
In the survey respondents identified the most important factors they consider when purchasing a new television with price (88%), size (88%) and resolution (87%) all followed by sound quality (87%).

In contrast, the working conditions of employees in the production chain and the environmental impact of production are considered least important in the decision-making process (39%).

In addition to new technical possibilities, European consumers are also keen to look at the energy consumption of the TV (almost 79%). The energy label is therefore the most important aspect of environmental friendliness according to the respondents (75%). This is followed by the ZeroWatt switch (71%), which ensures that the television does not consume any energy in the off mode, and the use of sustainable plastics in the product (67%) plus environmentally friendly packaging materials (67%).

In addition to the energy label, recyclability, the use of environmentally friendly materials and a recycling program for the old TV are call considered as key environmental aspects when purchasing.

Nearly three quarters of those surveyed say they care about the environment, but only 4 in 10 are willing to pay extra for a TV with eco-friendly features. But, while more than 15 percent said in 2020 that they did not care at all about the environmental aspects of their new TV this has dropped to around10 percent in 2022.

10 years TP Vision
The survey shows that while only a small proportion of respondents are willing to pay extra for eco-friendly aspects of their new TV, a growing group considers it very important that the manufacturer is committed to the environment. Almost half of the respondents are willing to pay more for a TV from a sustainable manufacturer. Nearly 60 percent agree that using recycled materials in production adds value to them.

‘We see that sustainability should not be optional, but part of our company responsibility. Sustainability has always been at the heart of the Philips brand, and in our 10th anniversary year we are introducing the ‘Future Proof’ pillar. This means that every decision we make, from product design and packaging to partnerships, personnel and our development program, will be assessed against the principles of sustainability. In addition to investing in various environmental and social impact initiatives, our mission is to find the balance between environmental impact and the product aspects of sustainability, quality and aesthetic design,’ says Stefan van Sabben, Global CSR & Sustainability Manager TP Vision.

Research accountability
The survey was commissioned by TP Vision and conducted by PanelWizard, between March 1 and 15. From the respondents a selection was made of 4,151 participants with the characteristics: residents of Germany, France, the Netherlands and Poland between 18-75 years old who have a television at home and watch TV themselves. With a confidence level of 95%, it can be concluded that the sample results will not deviate by more than 1.5% from the real situation (if all in the target group were interviewed).