Brand Trust, Convenience and Value for money are driving more consumers online to purchase TV, as per CMR

Birender Singh

Birender Singh

  • Amongst online TV buyers, Amazon scores the highest on brand trust, convenience, and value for money.
  • Amongst offline buyers, Croma is the preferred brand.
  • Three in every five offline TV buyers are keen on exploring purchasing their next TV online, with Amazon topping in overall brand awareness (97%), consideration (83%) and preference (62%).

5 July 2022 | NEW DELHI. As per a new study by CyberMedia Research (CMR), India’s trusted technology research and consulting firm, more Indian consumers in the post- pandemic India want to purchase their next TV online. The CMR study titled “India, and the TV buying behavior” revealed that in both Tier 1 and Tier 2 cities, the ease of home delivery, the range of TV choices, and the attractive and affordable payment offers are the key factors influencing the online TV purchase.

According to Satya Mohanty, Head- Industry Consulting Group (IIG), CyberMedia Research (CMR), “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. Cord-cutting is now a key trend amongst consumers, with internet connectivity in TVs being a key purchase driver.”

Amazon is the foremost choice of consumers when it comes to TV purchases and scores highest amongst online eCommerce portals when it comes to brand trust (71%), convenience (67%) and value (65%). Croma leads in offline retail. Interestingly, three in every five offline TV buyers are exploring their next TV purchase online. This shift could be attributed to increased digital fluency over the past two years.

“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. Trust, convenience and value are the key purchase drivers. As per our study findings, Amazon is the preferred platform of choice for TV purchases, with the brand scoring the maximum in brand awareness, trust, consideration, and preference amongst online as well as offline buyers,” said Prabhu Ram, Head- Industry Intelligence Group (IIG), CyberMedia Research (CMR).

Here are the major study findings:

A.     TV Purchase Considerations

  • Current TV Usage and future TV Consideration. Five in every eleven users have bought or planning to buy a new TV in order to upgrade from the old, regular TV to a Smart TV. The top three sources of awareness as well as major influencers for TV purchase include friends/family (65%), online portals (59%) and social media (46%).
  • Sound quality (74%) and picture quality (69%) are the two most important features considered while selecting any TV brand.
  • Screen size (75%), slim frame (69%) and advanced design (66%) top the list of user considerations, when it comes to design aesthetics on new

B.     Online TV Buyer Insights

  • Purchase Triggers and Preferred eCommerce Platforms. Doorstep delivery (60%) is the most important trigger to buy TV online. Value for money and Trust are the key drivers for shopping TVs online.
  • Among online consumers, Amazon scored the maximum in brand awareness (94%), consideration (81%), usage (90%), preference (51%) and satisfaction (64%).
  • Fast and safe delivery is the most important expectation from online Amazon is most preferred by consumers for its swift delivery (65%), safe damage-free delivery (58%) and friendly-support personnel (52%).
    Click here to download the Infographic

C.     Offline TV Buyer Insights

  • For Indians, ‘touch and feel’ remains a major part of purchasing The need for physical examination (69%) is the main driver to purchasing TV offline.
  • Croma is the leader among offline sales, scoring the highest in brand awareness (96%), usage (33%) and preference (28%). However, in Tier 2 cities, preference of neighborhood shops (45%) scores over Croma (19%).
  • Interestingly, five in every nine offline TV buyers are aware of online portals to purchase Amongst offline buyers, Amazon scored the maximum in brand awareness (97%), consideration (83%) and preference (62%).
    Click here to download the Infographic

Note for Editors:

The CMR study titled “India, and the TV buying behavior” is based on a comprehensive pan-India survey covering 3236 consumers, in the age group of 18-40 years, and based in ten major cities of India, namely New Delhi, Mumbai, Kolkata, Chennai, Bengaluru, Lucknow, Nagpur, Asansol, Coimbatore and Jalandhar.

For results based on a randomly chosen sample of this size, there is 95% confidence that the results have a statistical precision of plus or minus 3% of what they would be if the entire population had been surveyed.

To know more, and request for a copy of the report, email:

About CMR

CMR offers industry intelligence, consulting and marketing services, including but not limited to market tracking, market sizing, stakeholder satisfaction, analytics and opportunity assessment studies.

CMR’s core value proposition encompasses a rich portfolio of syndicated reports and custom research capabilities across multiple industries, markets and geographies.

A part of CyberMedia, South Asia’s largest specialty media and media services group, CyberMedia Research (CMR) has been a front-runner in market research, consulting and advisory services since 1986. CMR is an institutional member of Market Research Society of India (MRSI).

For queries, please contact: