NEW YORK, USA- Samsung captured the top position in US consumer HDTV purchase intent for the first half of 2012, passing Sony who previously had a commanding lead in the segment. LG and Vizio also had notable increases over earlier surveys that further eroded Sony’s position. Of the 25% of respondents who claimed interest in purchasing a HDTV in the first half of 2012, 20% cited Samsung, followed by 19% for Sony (previously 27%). LG generated the largest increase, jumping from 6% of respondents to 12%, with Vizio claiming 11% (up from 8%).

 

U.S. consumers are more interested in Samsung HDTV models than any other brand, according to a recent study from ABI Research. The South Korean manufacturer captured the top spot with 20% of respondents citing interest in a Samsung HDTV, passing Sony, which had previously held a commanding lead with 27% before dropping eight points to 19% in this latest poll. Consumer interest in LG’s HDTVs increased from 6% to 12%, while interest in Vizio jumped from 8% to 11%. “Regardless how long-lasting this shift in consumer interest may be, Sony continues to face a difficult challenge with its TV business, as do many TV manufacturers,” says senior analyst Michael Inouye. “Consumers continue to place screen size, display technology, and above all, price, as the most vital features for future TV purchases – all of which conspire to make differentiation in the TV market increasingly difficult.” The study also found that features like Internet connectivity and 3D have not yet produced the high demand TV manufacturers were counting on. Consumers cited 3D as the least important feature when buying a new television, with 42% of respondents claiming to have no interest in the technology whatsoever.

 

“Regardless how long-lasting this shift in consumer interest may be, Sony continues to face a difficult challenge with its TV business, as do many TV manufacturers,” says senior analyst Michael Inouye. Consumers continue to place screen size, display technology, and above all, price, as the most vital features for future TV purchases – all of which conspire to make differentiation in the TV market increasingly difficult.”

 

Compounding this issue, new features like Internet connectivity, and 3D in particular, have not yet yielded the spark in demand TV manufacturers were counting on to help generate deeper margins. In fact, 3D remains the least important feature cited by consumers when asked about TV purchase intent and a higher percentage (42% versus 39%) of respondents claimed to have no interest in a 3D-ready TV.

 

“Samsung has perhaps found the right balance between pricing, features, and form factor as the company continues to outpace the competition in the flat panel TV market,” adds Inouye. “While 3D and Internet connectivity have not generated the boost to the bottom line as some had hoped, the latter at least remains an essential ingredient to best address the changing consumer landscape for CE.”