KAE a leading strategic marketing and research consultancy and Toluna, a global pioneer in online polls, surveys and opinions have teamed up to release a major new study illustrating how large manufacturers could lose out if Apple launches a physical TV set.

Overall, the study highlighted that 25% of consumers in the US find the idea appealing and would buy it once it becomes commercially available – compared to 30% in the UK. Consumers that already own at least one Apple device are more likely to buy an Apple TV set, 2 in 5 (US 38% – UK 43%) find the idea appealing and would purchase should the product become available.

Lee Powney, Chief Commercial Officer at KAE said: “The huge potential of an Apple TV set, although impressive, should not be seen in isolation. 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).

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.”

Sony, Samsung and LG are the market-leading brands most likely to suffer should Apple decide to launch its mooted Apple TV concept. In the UK, a sizeable 38% of current Sony TV owners and 36% of Samsung TV owners claimed they find the idea of an Apple TV appealing and would buy one. In the US, the brand most at risk from the concept is LG, where 3 in 10 (31%) of owners would be likely to convert should an Apple TV become available.

Approximately 3 in 5 US consumers questioned who were very likely to buy the TV said they trust Apple to produce a high quality TV set (59%), a sentiment echoed by UK consumers (62%). Design also features highly in respondents’ reasons to purchase with over half of all those likely to buy claiming that Apple’s reputation in ground-breaking design would no doubt also be used in TV (52% in US and 58% in the UK).

MD of KAE, David Rankin,: “Although this wave of research looked only at the USA and UK, we believe that the greatest revenue opportunities in 2013-15 for an Apple TV set are clustered in the ‘home territories’ of Apple’s TV competitors – i.e. Japan, Korea and China. We’re excited at the prospect of measuring that potential and the impact that success will have on Apple’s share price.”

Consumers were asked which features they felt an Apple TV set would be equipped with: The top anticipated feature for potential customers of the unconfirmed Apple TV set is similar for both countries, which is the ability to connect to the internet (73% in the US & 75% in the UK).

The other top features selected by potential US customers were running apps on TV (44%) and the ability to synchronise automatically with other Apple devices (41%). For the UK market the other two main features expected were the ability to synchronise automatically with other Apple devices (47%) and for the device to be 3D enabled (41%).

This survey is the latest in a series by KAE conducted to assess Apple’s potential to extend into new categories. To view previous research please visit http://tinyurl.com/84uozly 

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LG Electronics USA is leveraging its leadership in electronics recycling during the America Recycles Day, organized by Keep America Beautiful. Sponsoring electronics recycling events from Colorado to Virginia this week, LG is encouraging consumers to jump on the “I Recycle” bandwagon, the theme of the 2011 America Recycles Day, which takes place officially today, November 15.

Millions of Americans have pledged to increase their recycling habits at home and at work over the 14-year history of America Recycles Day, a nationally-recognized initiative dedicated to encouraging people to recycle more at home, at work and on the go, according to Matthew M. McKenna, president and CEO of Keep America Beautiful, Inc.

As the exclusive consumer electronics national sponsor for America Recycles Day, LG has been doing its part by co-hosting two dozen electronics recycling events in 2011, while emphasizing the importance of replacing old electronics and appliances with Energy Star qualified products. So far this year, LG has collected more than 10 million pounds of unused and unwanted electronics products for responsible recycling.

“The LG Electronics Recycling Program provides consumers with a convenient and responsible way to dispose of used, unwanted, obsolete or damaged consumer electronics products,” said Wayne Park, President and CEO, LG Electronics USA. “After recycling their old products, consumers can save energy by upgrading to Energy Star qualified products,” Park continued, encouraging consumers to join LG in taking the “Change the World, Start with Energy Star” pledge and save energy by recycling old products.

“Recycling not only protects the environment, it strengthens the community,” said McKenna. “The simple act of recycling creates the impetus for innovation in industry and fosters green jobs. Recycling can save communities money through more efficient waste management, and significantly reduces energy costs and demands on our natural resources. Ultimately, recycling improves a community’s cohesion and impacts the local quality of life.”

About Keep America Beautiful, Inc.

Keep America Beautiful, Inc., established in 1953, is the nation’s largest volunteer-based community action and education organization. With a network of over 1.200 affiliate and participating organizations, Keep America Beautiful forms public-private partnerships and programs that engage individuals to take greater responsibility for improving their community environments.

To join America Recycles Day, visit americarecyclesday.org. To learn more about Keep America Beautiful, visit www.kab.org.

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