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NPD: Consumers Want Bigger TVs

21 Oct, 2009 By: Erik Gruenwedel

Screen size ranks among the top reasons (along with picture resolution) cited by consumers looking to upgrade their televisions, according to a new report.

The NPD Group said 77% of respondents in a recent poll would only consider screen sizes of at least 40 inches, while 25% said would opt for a TV with a screen size of at least 50 inches. About 71% of respondents said higher resolution was equally important.

Indeed, screen size continues to be a strong driver for consumers despite the economic recession. The average price of 40- and 42-inch flat-panels for the first nine months of 2009 (January – September) was $838, down nearly 28% 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 also dropped 28% from $1,941 during the first nine months of 2008 to $1,409 during the same time this year.

“Demand for digital television remains strong months after the end of analog broadcasting,” said Ross Rubin, director of industry analysis with the Port Washington, N.Y.-based research firm.

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