Consumers Want Televisions Capable of Displaying Bigger and Better Images, According to NPD

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Nearly 25 percent of consumers are considering a new TV purchase in the next six months

Demand for digital television remains strong months after the end of analog broadcasting

Screen size and a better picture are the two most important things for prospective TV buyers, according to leading market research company The NPD Group's 2009 TV Inventory Study. One-in-four consumers say they'll most likely be making a new TV purchase in the next six months.

Screen size was cited as extremely or very important by 77 percent of consumers who said they would be making a new TV purchase. The average screen size being considered by consumers is 40 inches, but one-in-four consumers say they are considering a TV 50 inches or larger. Higher resolution was the second most important feature, with 71 percent of consumers citing it as extremely or very important.

"Demand for digital television remains strong months after the end of analog broadcasting," said Ross Rubin, director of industry analysis at NPD. "Consumers are taking advantage of greater affordability and buying more TVs with smaller screen sizes. However, many still aspire to larger TVs with higher resolution."

Screen size continues to be a strong driver for consumers, which is good news in this price- conscious environment. With average prices falling dramatically over the past year, consumers can now get more for even less without having to sacrifice the features they want. The average price of 40- and 42-inch flat-panels for the first nine months of 2009 (January - September) was $838 down from $1,150 the same time last year, according to NPD's retail tracking service. The average price of 50- and 52-inch flat-panel TVs dropped from $1,941 during the first nine months of 2008 to $1,409 during the same time this year.

More than 3,000 consumers from NPD's online panel completed this survey.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,700 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit and Follow us on Twitter: @npdtech and @npdgroup.

Sarah Bogaty
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