[opendtv] PR: IDC Finds Selling TV's to Consumers a Game of Numbers
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Tue, 21 Dec 2004 09:30:23 -0500
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20041216005039&newsLang=en
December 16, 2004 08:00 AM US Eastern Timezone
IDC Finds Selling TV's to Consumers a Game of Numbers
SAN MATEO, Calif.--(BUSINESS WIRE)--Dec. 16, 2004--U.S. consumers are
excited and overwhelmed by the raft of new digital television options
that have hit the marketplace. While flat TVs using LCD and plasma
technology have garnered the lion's share of attention,
microdisplay-based projection televisions and even HDTV-capable CRTs
are also capturing the eyes (and wallets) of new TV buyers. In order
to better understand this marketplace, IDC recently completed a
survey of more than 1,200 likely TV buyers asking about their
preferences for TV technologies, types, sizes, features, brands,
purchase location, and more.
Looking at the results of the survey in sum, this holiday's likely TV
purchasers want a 42-inch HD flat TV priced at less than $2,000 from
a major consumer electronics (CE) vendor purchased at a familiar CE
retail store - but they could live with alternatives in several of
those categories.
"The two key issues that came through in the results and in the
verbatim comments were: first, price points are a key inhibitor of
this market; and second, consumers are incredibly overwhelmed and
confused about their digital TV options," said Danielle Levitas, vice
president of Consumer and Broadband Markets research at IDC. "Other
concerns that came up in the survey and in the verbatim section
include: warranty (consumers want more than 3 months or even a year
on these new, expensive sets); buyers want widescreen, but perceive
16:9 as significantly more expensive than 4:3 sets; set up needs to
be easier; and, quality is important, yet many perceive most DTVs as
comparable."
Current market realities are that consumers can purchase a 42-inch ED
plasma from a second-tier brand at an alternative outlet for that
magic sub-$2,000 price point. The cold hard reality is that both
consumers and vendors will need to reconcile these two alternatives
over the next several month for this market to reach the kind of
sales success that many have predicted (and for which many vendors
hope); otherwise, many consumers may simply delay their purchases.
To purchase IDC's most recent survey and analysis, U.S. Holiday 2004
Digital TV Purchase Survey (IDC #32352), please call IDC's Sales
hotline at 508-988-7988 or email sales@xxxxxxxx
About IDC
IDC is the premier global market intelligence and advisory firm in
the information technology and telecommunications industries. We
analyze and predict technology trends so that our clients can make
strategic, fact-based decisions on IT purchases and business
strategy. Over 700 IDC analysts in 50 countries provide local
expertise and insights on technology markets. Business executives and
IT managers have relied for 40 years on our advice to make decisions
that contribute to the success of their organizations.
IDC is a subsidiary of IDG, the world's leading technology media,
research, and events company. Additional information can be found at
www.idc.com
All product and company names may be trademarks or registered
trademarks of their respective holders.
----------------------------------------------------------------------
You can UNSUBSCRIBE from the OpenDTV list in two ways:
- Using the UNSUBSCRIBE command in your user configuration settings at
FreeLists.org
- By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word
unsubscribe in the subject line.
Other related posts:
- » [opendtv] PR: IDC Finds Selling TV's to Consumers a Game of Numbers
