Men Still Obsessed With Size, At Least When it Comes to Television Shopping

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Whether it is watching news, sports and films or simply playing computer games, Brits love televisions. As a nation, we spend nearly a third of our personal time in front of one. And according to new research released today, only quality time with loved ones is more important (43% of those questioned) -- making the TV an integral part of British life.

Whether it is watching news, sports and films or simply playing computer games, Brits love televisions. As a nation, we spend nearly a third of our personal time in front of one. And according to new research released today, only quality time with loved ones is more important (43% of those questioned) -- making the TV an integral part of British life.

So, considering how important the television is to people in the UK, what is it that we look for when buying a new TV? We all know the British are a nation of discerning shoppers. We know what we want and aren't afraid to shop around until we find it. But is it cost, brand or tech specs that matters most to us?

Predictably, price and picture quality come at the top of the list, according to the Polaroid survey, with 77% of the nation believing that picture quality is the only thing they really look for when buying a new TV. However, despite the fact that a third of the nation sited flat screen technology as the most important technological development for televisions to date, a flat screen only came in 6th on the list of what Brits look for.

Now for the interesting part -- the difference between what men and women want. Men, it seems, are much more focused on the picture quality and screen size while women are more concerned with style and the brand name on the outside of the casing. As a result, men opted for High Definition as the most important feature on a new TV, while women chose a flat screen.

Perhaps this obsession with the TV's visual performance is driven by the fact that men also admitted to spending more time with their televisions than they do with their partner.

However women in the UK are little better. While nearly half said that spending time with their partners was most important to them, almost a third of their time is actually spent in front of a TV.

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KATY HOWELL

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