IDC Midyear 2008 Consumer TV Survey, Part 1: Demographics and Current TV Preferences

SUMMARY

Abstract

This IDC survey, the first of two TV survey reports, offers insights into current U.S. TV ownership. Data is split by a number of respondent demographics (age, household income level, and gender). We also provide a variety of cross tab analyses: one example: whether a particular income group favored a certain TV type.

"U.S. consumer interest in flat panel televisions has exploded in the past year, leaving bulkier TV technologies such as rear projection and CRT in the dust. Our midyear Y2008 findings show that interest in LCD technology is particularly robust and is positioned to gain strength in the near future. Legacy brands Sony, Samsung, and Panasonic still dominate consumer TV preferences, but upstart Vizio has come on strong relative to the likes of Hitachi and Mitsubishi," states Eric Haruki, research director, IDC TV markets & technologies.

TABLE OF CONTENTS

Table of Contents

• Table of Contents
• IDC Opinion
• In This Study
  • Methodology
• Situation Overview
  • Respondent Demographics
  • Figure: Respondent Gender
  • Figure: Respondent Household Income
  • Figure: Respondent Age Range
  • Figure: Respondent Home State
  • Respondent DTV Mandate Awareness/Current TV Service Subscription Types
  • Figure: Familiarity with Y2009 DTV Mandate
  • Figure: Digital Mandate as an HDTV Purchase Motivator
  • Figure: Reasons Given for Non-HDTV Purchase
  • Figure: Respondent TV Service Type
  • Figure: Respondent HD Subscription
  • Respondent Current TV Dynamics
  • Figure: Respondent Household TV Penetration
  • Figure: Respondent Household HDTV Penetration
  • Figure: Respondent Current Primary TV Type
  • Figure: Respondent Primary TV Size (5in. Range)
  • Figure: Respondent Primary TV Size (10in. Range)
  • Figure: Respondent Primary TV Age
  • Table: Respondent Current TV Type by Household Income (% of Respondents)
  • Table: Respondent Current TV Type by Age Range (% of Respondents)
  • Respondent TV Reseller/Channel Preferences
  • Figure: Respondent TV Purchase Price
  • Figure: Respondent TV Purchase Place
  • Figure: Respondent Most Influential Factors in Choosing TV Reseller
  • Table: Respondent TV Reseller Preference by Income Level (% of Respondents)
  • Table: Respondent TV Size by Purchase Channel (% of Respondents)
  • Table: TV Purchase Price by Reseller Type (% of Respondents)
• Future Outlook
• Essential Guidance
• Learn More
  • Related Research
  • Survey Questionnaire: 2008 Midyear U.S. Consumer TV Purchasing Survey
  • Synopsis