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IHS: Consumers Up Interest in TVs With Internet, 3D Functionality

6 Mar, 2013 By: Erik Gruenwedel

Screen size, pricing and LED backlighting drive consumer choices

Smart televisions with Internet connectivity and 3D resolution aren’t new, but consumer acceptance is, according to new data from IHS Screen Digest.

Among U.S. consumers in a survey conducted last June who planned to purchase a television during the next 12 months, 31% said they would buy an Internet-connected set. The poll included 658 U.S. television owners older than 18.

By comparison, only 18% of consumers that bought a television during the 12 months before the survey said they wanted an Internet-connected set. At the same time, nearly 19% of respondents said they planned to buy a television with 3D functionality, compared with 7% percent previously.

LCD TVs employing light-emitting diode (LED) backlighting technology have attracted the most consumer attention largely due to targeted ad campaigns highlighting their thinner screens and brighter colors, according to IHS. LED TV shipments in the United States for the first time in 2012 comprised almost half of total TV set units sold.

While screen brightness impresses in showrooms, the biggest factor driving television purchases among U.S. consumers is screen size and price. According to survey respondents, 53% and 36% cited price and screen size, respectively, in their decision to purchase. This compared with 28% and 24%, respectively, in the prior survey.

“Features most commonly found on high-end TV models and bigger screen-size sets, like 3D and Internet connectivity, are becoming more important to U.S. consumers,” said Veronica Thayer, TV systems analyst at IHS. “But the appeal of 3D TV remains far lower than that of Internet-enabled sets.”

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