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Study: Samsung TVs Tops For Purchase Intent

4/06/2012 12:47:16 PM Eastern
Scottsdale, Ariz. - Samsung ranked first in U.S. consumer HDTV purchase intent for the first half of 2012, according to a new study from ABI Research Technology.

Samsung passed Sony, which was the previous segment leader in the category, with LG and Vizio also making noteworthy increases from previous surveys.

Of the 25 percent of respondents who claimed interest in purchasing a HDTV in the first half of 2012, 20 percent cited Samsung, followed by 19 percent for Sony (previously 27 percent).

LG generated the largest increase, jumping from 6 percent of respondents to 12 percent, with Vizio claiming 11 percent (up from 8 percent).

"Regardless how long-lasting this shift in consumer interest may be, Sony continues to face a difficult challenge with its TV business, as do many TV manufacturers," stated Michael Inouye, ABI Research senior analyst.

The report found that consumers continue to rank price, display technology and screen size as the most important considerations in their TV purchase decisions, he added.

"All of which conspire to make differentiation in the TV market increasingly difficult," Inouye said.

New features including Internet connectivity, and 3D have not yet yielded the spark in demand TV manufacturers were counting on to help generate deeper margins, ABI said.

The 3D feature remains the least important feature cited by consumers when asked about TV purchase intent and a higher percentage (42 percent versus 39 percent) of respondents claimed to have no interest in a 3D-ready TV.

"Samsung has perhaps found the right balance between pricing, features, and form factor as the company continues to outpace the competition in the flat panel TV market," said Inouye. "While 3D and Internet connectivity have not generated the boost to the bottom line as some had hoped, the latter at least remains an essential ingredient to best address the changing consumer landscape for CE."

ABI Research's Technology Barometer: Connected Home and Computing Research Service study can be acquired at the firm's website.
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