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Americans Consume More Flat Panel TVs

For most Americans, flat and thin is preferred. U.S. consumer interest in flat panel televisions has exploded in the past year while demand for bulkier TV technologies -- such as rear projection and CRT -- continues to shrink.

For the foreseeable future, the retail and consumer living room landscape will consist primarily of LCD and plasma technologies. More than 60 percent of respondents to a recent IDC survey indicated that, regardless of price, they believed either plasma or LCD was the best technology for screens of 42 inches or larger.

"Half of our respondents want to experience this new technology called HD and they're willing to replace their CRTs in droves to do so," said Eric Haruki, research director, TV Markets & Technologies. "More than 35 percent of respondents want to upgrade their existing TV size -- again very likely tied to upgrading from smaller CRTs -- while 30 percent now believe that the time and price is right to make the jump."

Highlights from the IDC market study include:

- For future TV purchases, LCD technology is heavily preferred over Plasma by the respondent base, 73 percent to 20 percent, respectively.

- A full third of the respondents plan to buy a 40-49 inch TV for their next set, indicating continued interest in larger TV sizes.

- Consumers would rather buy a smaller 1080p TV rather than a larger 720p TV at the same price.

Another factor driving the adoption of flat panel TVs is the additive TV market, with people installing TVs in places they might not have considered before. The slim form factor of flat panel TVs permits wall-mounting possibilities in the kitchen, bathroom, bedroom, garage -- almost anywhere that a power outlet and a video signal can be accessed.

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