Faced with a wave of jargon and overwhelming choice, many Brits are giving up on researching TVs altogether – even though it’s often a significant purchase and the entertainment hub for the home.

New research from Samsung reveals that more than half of UK shoppers (54%) spend less than two hours researching a new TV and 8% admit to doing no research at all.

Normally, clarity would prevail around a major purchase, especially when 62% of people expect their TV to last more than six years. But instead, many consumers are switching off early, overwhelmed by complex specs and unfamiliar terms.

Nearly half (46%) of UK shoppers say they’ve bought a TV without fully understanding what they were getting. Even the most familiar term, HDMI – a technology used for more than 20 years – is only understood by four in ten people, despite being simply a connectivity port rather than something that affects the screen quality itself.

Worryingly, only one in four (25%) felt confident in their final decision, and just 26% described the experience as exciting – suggesting that for many, TV shopping feels more stressful than satisfying.

Apathy, confusion and lack of confidence are fuelling ‘TV tech fatigue’ and having a real impact on decision-making. This often leads to purchase regret, with one in three (33%) have regretted choosing a cheaper or lesser-known brand, while 45% have had to replace their TV sooner than expected.

“Most people want to make the right choice. They’ll read a few reviews, compare models, maybe watch a video or two, but it’s easy to feel overwhelmed,” says Jeremy Demont, Director of TV/AV Product Management at Samsung UK. “For something as important and long-lasting as a TV, that should be enough. But the jargon gets in the way. TVs are central to how we relax and connect. Buying one shouldn’t feel like sitting an exam.”

These findings are revealed just before a major football weekend – a period often resulting in a surge in TV sales. It’s the perfect opportunity to emphasise the importance of ensuring that consumers fully understand the technology they’re investing in.

While picture quality and content have never been better, many consumers are struggling to keep up with TV technology. As the leading global TV manufacturer for the past 19 years^[1], Samsung is working to make it easier for people to understand the tech that shapes how we watch, share and connect.

Picture quality (47%) and screen type (30%) are seen as the most important factors when buying a TV but understanding of these is low. Only 33% of Brits know what 4K means, while just 18% re familiar with OLED and 14% with QLED – despite both of these being popular TV types.

Yet even with these knowledge gaps, few people seek support. Just 12% say they buy in-store so they can speak to a salesperson and only 17% believe that understanding TV terminology alone would give them more confidence.

The findings suggest that people want simpler, more intuitive ways to understand the features and how they benefit users, not just acronyms for technical terms.

“Consumers want a great viewing experience but often feel lost in a sea of acronyms,” says Jeremy. “We know the names can sound technical – QLED, OLED, HDR, 4K – but what matters most is how everything looks and performs on screen. That’s why we focus on delivering quality people can trust – and why we help shoppers cut through the complexity.

“Whether you understand the tech or not, you can trust that a Samsung TV will deliver long-lasting picture quality, intuitive design and the performance people return to us for. We are the global leader in TV for a reason, and we want to make it easier than ever to choose the right one.”

When it comes to choosing a TV, what makes the biggest difference day-to-day isn’t the jargon – it’s how the picture actually looks and performs. In fact, picture quality and screen type are the top priorities for shoppers. Samsung QLED TVs are independently certified as Real Quantum Dot Displays^[2], delivering consistently vibrant colour and brightness that lasts.

The research also reinforces the emotional and cultural role TV continues to play in people’s lives. Despite the rise of streaming, the moments that stay with us are still those we experienced live, together.

When asked to name their most memorable TV moments, Brits picked major national events over entertainment: Queen Elizabeth II’s funeral ranked number one, followed by Princess Diana’s funeral (#2) and the London 2012 Olympics (#3) – ahead of any drama or comedy series.

Other top choices included Live Aid (#4) and the 1969 moon landing as broadcast on the BBC (#5). Powerful reminders that TV continues to bring people together.

“These findings reflect that TVs are more than just screens. They’re the backdrop to family film nights, shared sporting highs and moments that bring friends and generations together,” says Jeremy. “From daily rituals to national milestones, the TV remains a central part of how we connect. However as the technology evolves, the way we explain it must evolve too.”

Samsung’s QLED and OLED TVs are built for long-term performance and trusted by millions worldwide, offering the colour and brightness quality consumers expect from a premium TV.

If you’re looking to purchase a TV and want support on picking the best kind for you, Samsung has put together a set of easy, intuitive questions to help:

For optimal sports viewing:

• I watch a lot of sport. What can you recommend that ensures whichever sport I’m watching stays clear without the ball blurring so I can stay as close to the action as possible?

For the best gaming experience:

• I love gaming on my TV so looking for low-latency and strong processing?
• I want to minimise the cables going into the TV for a ‘cleaner’ look, how can I do this?

For watching films:

• Which TVs give the most cinematic experience with rich, lifelike colours and deep contrast?
• What independent experts or organisations have verified the quality of the picture/experience?

To ensure you’re getting the best value for your budget:

• What TV options offer additional features or services and are they free?
• Will a slightly smaller sized TV be better for me in the long-run? (Will it last longer?)

For optimal viewing conditions:

• My room is quite bright. What can you recommend for maintaining picture quality to minimise reflections in these conditions?

For longevity, value and future-proofing:

• What’s the ultimate TV for future-proofed picture quality and does 8K really make a difference?
• Is it better to invest in a higher-quality TV now rather than upgrading sooner?

You can find out more about Samsung QLED TVs here: Latest Samsung QLED TV | All QLED TVs | Samsung UK and for OLED information please visit 4K & 8K OLED TVs | Find The Best OLED TV | Samsung UK.

[1]Omdia: https://news.samsung.com/uk/samsung-electronics-marks-19-consecutive-years-as-the-global-tv-market-leader

[2]Certified by TUV Rhineland: https://news.samsung.com/global/samsung-qled-tvs-earn-real-quantum-dot-display-certification-from-tuv-rheinland

Benjamin Braun, Chief Marketing Officer for Samsung Europe said: “Partnering with Warner Bros. on Aquaman and the Lost Kingdom, one of their biggest franchises, is amazing. Showing what SmartThings can do, combined with Aquaman’s superpowers, will give customers an unforgettable experience. Allowing customers to see an exclusive trailer in crisp 8K is a great way to discover the Lost Kingdom.”

With anticipation building for the official big-screen release internationally on December 20 and on December 22 in North America, the official Aquaman and the Lost Kingdom movie trailer will be available exclusively on Samsung TV’s in retail stores for shoppers to view in eye-popping 8k. As part of a wider 8K content partnership between Samsung and Warner Bros. Pictures, this rollout is an exciting step forward in 8K content which will showcase Samsung Neo QLED 8K’s capabilities, getting consumers excited about seeing films in cinematic quality ahead of their release. The retail phase will allow customers to be the heroes of their homes, by highlighting the ability of our washing machines to help reduce your energy use by up to  70%^[1] when using SmartThings AI Energy Mode^[2].

Launched across Europe from December 11 2023, the Aquaman SmartThings Kingdom on Samsung.com will take customers on a journey through Aquaman’s Kingdom. Visitors to the dedicated page can explore how they can use SmartThings Find to locate their Galaxy Z Flip5 or precious artefacts, use SmartThings Energy to monitor energy usage (no trident required), or use Jet Live on the Jet Bot AI + Robot Vacuum to check on your pets while you are out, amongst other everyday scenarios.

Fans can shop the look ahead of the film’s release through the Aquaman SmartThings Kingdom on Samsung.com and social media in Europe.

[1] Based on internal testing on the WW11BB944AGB model on a Cotton 40 degrees wash with the AI Energy Mode turned on compared to not using AI Energy Mode.

[2] AI Energy Mode feature available through the SmartThings app on Android and iOS devices. A Wi-Fi connection and Samsung account are required. Mode can be applied when the selected washing temperature for the cycle is 20 ~ 40 °C (excluding cold cycles such as Super Eco Wash)

London, UK – 20^thJuly 2023 – The release of BARBIE is set to be one of the biggest cultural moments of the year and today, Samsung Electronics Co, Ltd announces its partnership with Warner Bros. Pictures ahead of the movie’s release. The exclusive collaboration consists of a Global retail activation and a European digital activation: BARBIE SmartThings DreamHouse. The campaign will launch cross-channel in two phases this summer, starting with the global retail activation landing in retail stores around the world.

As anticipation builds for its official big-screen release beginning on the 21^st July 2023, shoppers in retail stores around the world will be able to enjoy the official BARBIE movie trailer in glorious 8K. The 8K trailer will play on Samsung in-store TVs, showcasing the film’s eye-popping visuals. This rollout, which is part of a wider 8K content partnership between Samsung and Warner Bros. Pictures, is an exciting step forward in 8K content which will showcase Samsung Neo QLED 8K’s capabilities and get consumers excited about seeing films in cinematic quality ahead of their release.

Launching across Europe from 10^th July 2023, the BARBIE SmartThings DreamHouse on Samsung.com will bring to life the vibrant world of BARBIE through everyday scenarios, with the help of Samsung SmartThings.  SmartThings seamlessly connects devices and appliances in the home and is one of the largest open ecosystems of connected devices, with over 150 million users worldwide. Controlled with a single app, Samsung account and a Wi-Fi connection, SmartThings empowers users to customise their homes to their needs, enabling them to monitor energy usage or even set the mood for hosting a BARBIE-themed party worthy of Barbie Land.

The BARBIE SmartThings home will be an exploration of Barbie’s iconic DreamHouse, showing how everyone can use Samsung SmartThings.  For example, visitors to the dedicated page can explore how they can use the Galaxy Z Flip4 to get the party started by playing tunes via the SmartThings app, add an extra pop of pink to their look with the Galaxy Watch 4, and use the Jet Bot AI + Robot Vacuum to effortlessly clean up confetti after their own DreamHouse celebration, amongst other everyday scenarios.

The BARBIE SmartThings DreamHouse on Samsung.com will also feature a product carousel, allowing visitors to click through to directly purchase the range of products shown as they explore.

The BARBIE SmartThings DreamHouse can be found on Samsung.com and social media in Europe, giving fans the opportunity to shop the look ahead of the film’s cinematic release on 21^st July 2023.

London, UK – 21 February 2022 – Samsung Electronics Ltd is delighted to announce its highly anticipated new Samsung Neo QLED 8K and 4K TV line-up, which will be available for pre-order from 16^th March until 5^th April. Pre-registration will run from 22^nd February until 15^th March. The range builds on last year’s multi-award winning collection and boasts significant upgrades and state-of-the-art features that represent major advances in quality and performance.

The brand-new, cutting-edge line-up, topped by the flagship QN900B, will comprise six series, with sizes ranging from 43″ up to 85″, providing screens for all.

• 8K Neo QLED
  • QN900B – available in sizes 65″, 75″, 85″
  • QN800B – available in sizes 65″, 75″, 85″
  • QN700B – available in sizes 55″, 65″, 75″
• 4K Neo QLED
  • QN95B – available in sizes 55″, 65″, 75″, 85″
  • QN90B – available in sizes 43″, 50″, 55″, 65″, 75″, 85″
  • QN85B – available in sizes 55″, 65″, 75″, 85″

Ultimate Picture Quality

The Samsung Neo QLED range includes a whole host of exciting advancements when it comes to features. The Quantum Mini LED light source is further enhanced with the addition of 14-bit HDR Mapping (which adds even more details to dark and bright scenes), whilst its Quantum Matrix Technology (which controls, with intense precision, Samsung’s proprietary Mini LEDs) is made even more accurate with Shape Adaptive Light control, allowing viewers to experience every epic moment in jaw-dropping detail.

Super Surround Sound

Offering uncompromising, best-in-class surround sound, Samsung’s Neo QLED TVs are equipped with multi directional speakers and, for the first time, supported by Dolby Atmos® technology, to deliver a truly immersive, cinematic viewing experience. In addition to this quantum leap in sound quality, other stand-out features include its Object Tracking Sound (OTS) which directs the sound to move across the room with the action on-screen. Track every terrifying gasp or hear the roar from the crowd travelling across the pitch with voice tracking which delivers a more realistic human voice.

More than a TV

As well as the enhanced audio-visual experience, Samsung’s smart features are taken to new heights to offer users functionality and customisation like never before. Latest advancements comprise an upgraded Tizen interface providing greater facilitation and content discovery – including Samsung TV Plus’s expanded channel line-up – and a whole new level of personalisation and recommendation. Adding to the ultimate smart home experience, Samsung Smart TV owners will also be able to connect to a number of smart devices, thanks to its in-built Smart Hub. To delight gamers, the Samsung Gaming Hub^[1] will include a dedicated gaming interface for easier access and control. Along with Cloud gaming integration, super-fast response (low input lag), ultra-high refresh rates (up to 4k@144Hz^[2]) and Motion Xcelerator technology will enhance motion clarity for the ultimate next-generation gaming experience. Together, these exciting innovations offer the ultimate home-entertainment

Consumers can find out more about the 2022 Samsung Neo QLED range with product available to purchase from Samsung.com from 6^th April.

[1] Samsung Gaming Hub to launch summer 2022. Features may vary per region.

[2] 4K@144Hz feature may vary by model.

Samsung encouraged arts students and creators from the UK & Ireland to film and submit audition-style performances to Instagram using #SamsungSpotlight, to shine a spotlight on those who had lost their stage due to COVID-19.

The winners were selected by Samsung Spotlight collaborator, Paul Mescal, who inspired entries through his contemporary dance routine titled ‘Lockdown’, all shot with Samsung Galaxy S20 in ultra-high 8K definition.

The winners, Michael Lynch, Adrian Mujkanovic and Adeola Yemitan were selected from over 300 entries and truly brought to life the spirit of the project crafting films which celebrated creativity and uniqueness during the pandemic.

Michael Lynch’s comedic entry ‘Mime’ sees the 25-year-old from Southend-on-Sea performing a mime act along his local beachfront inspired by the change following the impact of the pandemic.

On his entry Lynch said:

“When I heard the word mime in the initial call-out, I knew I wanted to create within that art form. I spent two days in my room writing, making noises into a microphone and dancing in the mirror. It was very therapeutic and became a means to combat the self-doubt.”

“I constructed the piece around anything that gave me joy – from seagulls and hammy radio voices to imaginary dogs, I wanted to generate a sense of levity – to create something daft and choreograph it with care.”

Adrian Mujkanovic’s contemporary dance performance sees the 23-year-old exploring locations throughout Dublin, something he hasn’t had the opportunity to do since he arrived in the city pre-lockdown.

Commenting on his entry Mujkanovic said:  

“I came from Croatia to Dublin with a desire to study and explore but with the restrictions in place now, I feel as though I have been put in the exact opposite situation. As a result, I needed to get out and explore with my entry.  Life doesn’t always happen in front of a computer screen; it happens beyond the walls of our rooms and this initiative reminded me of that.” 

Adeola Yemitan’s playful entry ‘Mystery’ explores the idea of finding joy in the wake of COVID-19 and sees the London-based performer recite a piece of spoken word of her own creation. 

Discussing her entry Yemitan said:  

“I had been thinking a lot about the beauty in the things that we perceive to be mundane, and how, when everything was open, we didn’t feel the need to stop and take notice as we could rely on everything bright and busy to keep us entertained.” 

“But the state of the world as it is requires us to slow down and be present, to discover new joy in what we once thought to be inconsequential, if we hope to not just survive this pandemic, but in our own unique ways, thrive.” 

All three films were shot with Samsung Galaxy S20, in ultra-high 8K definition, to create striking online adverts which will be shared across the nation, widely showcasing the incredible talent of the creators.

Tom Morey, Director of Corporate Marketing at Samsung UK said: “We’re delighted with our three winners who presented a fantastic variety of skills and talent across mime, dance and spoken word. 

Following the events of 2020 and impact on the arts industry, Samsung wanted to provide a platform for emerging performers across the UK and Ireland and are pleased that the initiative inspired so many artists to showcase their amazing talents.”

For more information on Samsung Spotlight and the three winners visit: http://www.samsung.com/uk/explore/kings-cross/creativity/samsung-spotlight/

*All three winners’ videos will be displayed across Samsung’s digital channels, and they will receive a £5,000 cash prize, a Samsung Galaxy S21 Ultra device, a QLED 8K TV and a virtual meet–and-greet with Paul Mescal.

The initiative was kicked-off with the release of a new film featuring acclaimed actor Paul Mescal performing a unique dance routine inspired by the events of 2020.

Mescal, who was recently named ‘Breakthrough Actor of the Year’ and rose to fame in the hit TV show ‘Normal People’, performs a 90-second contemporary dance composition in the film titled ‘Lockdown’, which sees him capture the mood of a tumultuous year. The entire performance was shot in ultra-high definition 8K video using only a Samsung Galaxy S20.

Paul Mescal’s – ‘Lockdown’ film was created to inspire performers around the UK & Ireland to take part in the initiative.

Tom Morey, Director of Corporate Marketing at Samsung UK said: “Following the events of this year and impact on the arts industry Samsung wanted to provide a spotlight for arts students and creators across the UK and Ireland who have had their stage taken away from them.

Samsung Spotlight has been created to give performers the opportunity to share their talents and get the chance to have their work shared with the world.” 

Paul Mescal said: “This project took me totally out of my comfort zone as I am not a dancer. Movement is something I loved doing at drama school and something that I’ve missed doing since entering the industry.

There are thousands of performers in the arts industry that have been affected by the closures of theatres, venues and stages who have and are going through an incredibly challenging time.

I’m really proud to launch Samsung Spotlight which aims to help young performers by giving them a platform to showcase their talents. I can’t wait to see what type of performances people come up with and I’m looking forward to judging the entries.”

Samsung Spotlight is open to all performance artists from across the UK & Ireland. Those wanting to get involved simply need to film their own 90 seconds audition-style performances and submit them via Instagram using the hashtag #SamsungSpotlight.

Performances can include any type of artistic style, such as dance, physical theatre, mime, self-expression, poetry or acting but must be completely original pieces of work.

The three winning performers will have their content displayed across Samsung’s digital channels, in-store screens and will feature in a new digital advert for the brand. Additionally, winners will receive a £5,000 cash prize, a Samsung Galaxy device, QLED 8K TV and a virtual meet and greet with the face of the campaign, Paul Mescal.

For more information on Samsung Spotlight and all Terms and Conditions visit http://www.samsung.com/uk/explore/kings-cross/creativity/samsung-spotlight/

LONDON, UK – 14 December 2020 – Samsung Electronics Ltd and TikTok are proud to announce a new app partnership that brings TikTok’s trending content into the home. TikTok will be exclusively available on Samsung Smart TVs^[1] in Europe, launching first for UK customers today.

The new app has been specifically created for a home-viewing experience, allowing people to view the ‘For You’ and ‘Following’ feeds, as well as the majority of the most liked and viewed content on TikTok. This content has been organised into 12 categories covering everything from gaming and comedy, to food and animals. The entertainment doesn’t stop there though, as people can also view #LearnOnTikTok videos so they can get the latest cooking hacks, fitness tips, and fun facts that TikTok has to offer.

From today, TikTok can be accessed on all Samsung Smart TV models from 2018-2020 onwards^[2] which include Samsung’s award winning 4K and 8K TVs as well as its Smart Monitor, The Premiere, The Frame and The Serif. TikTok can be easily downloadable via the Samsung Smart TV App Store and will now be pre-installed onto all new Samsung TVs purchased. What’s more, content will be available for anybody to enjoy – whether you have a TikTok account or not.

Users will be able to view, like and comment on trending videos, giving households the opportunity to experience and enjoy TikTok’s top content. Users will also be able to block or mark content they are not interested in, with TikTok automatically operating in Restricted Mode a feature that filters out content that may not be appropriate for all audiences.

“We are exceptionally proud and excited to be able to launch the TikTok app on our Smart TVs. At Samsung, we strive to give our customers an unrivalled content offering to guarantee endless entertainment and the latest addition of TikTok to our app line-up unlocks a new entertainment experience. With our QLED technology, customers will be able to watch the TikTok content creations on a big screen with lifelike picture resolution to maximise their viewing experience” said Dan Hastings, Director, TV/AV Samsung Electronics (UK) Ltd.

Rich Waterworth, General Manager, TikTok UK said: “The past year has dramatically changed the way we live, work and play. More of us are spending more time at home, watching TV with loved ones and enjoying content that entertains and educates through our smartphones.

This has led us to think about how we can bring the creativity and joy of TikTok to even more people across the UK. Our new TikTok app will do just that, giving the millions of Samsung TV owners access to our trending recipe hacks, comedy skits, challenges and more – straight into living rooms across the country.”

For more information on Samsung’s Smart TVs, please visit www.samsung.com/tvs/.

[1] TikTok available on all Samsung Smart TV models from 2018 excluding The Sero, TikTok will be available on The Sero in the upcoming year.

[2] Availability of TikTok on Samsung Smart TV’s in other countries will be announced in the coming months.