Eight Out Of Ten Specialty AV Retail Shoppers Are Likely To Buy A Flat-Screen TV

25-Aug-03

TFCinfo Corp announced that they have completed the first ever in-store large LCD TV vs. plasma display study. End-user preferences were determined by personal interviews conducted at Harvey Electronics, where buyers were able to see, compare, and purchase the two types of flat-screen displays. The good news for flat screen display manufacturers was that 85.6 percent of shoppers surveyed stated that they were likely to buy a flat screen TV in the future--and the future is now. Of those likely to purchase, more than half stated that they plan to buy within the next six months. Which technology they will choose, and what price are they willing to pay, are the ultimate questions. TFCinfo's LCD TV vs. plasma display multi-client survey was aimed at understanding the level of desire, practical uses, and strengths and weaknesses--both real and perceived--of plasma displays and LCD TVs held by A/V enthusiasts and early adopters. ""What we did in this research has never been done before,"" stated Tanya Lippke, Manager of Survey Market Research for TFCinfo. ""Not only was this the first ever in-store study to pit large LCD TV up against Plasma, but we also used a methodology that would allow us to achieve preconceived advantages and disadvantages of the two competing displays, and then a 'blind comparison' that would allow us to measure the actual advantages and disadvantages as seen through the eyes of shoppers."" TFCinfo asked respondents which display they felt was superior in various metrics (such as better picture quality, wider viewing angle, better contrast, and other metrics) before being exposed to the ""blind comparison"" display area. This allowed TFCinfo to gauge any perceptions that shoppers already had about the two displays. TFCinfo then had shoppers look at a display area that had an large LCD TV and a plasma display set up side by side and completely covered (the sets were labeled A and B, and the only area visible was the picture viewing area.) This allowed TFCinfo to then gather data on the actual advantages and disadvantages seen by shoppers. It also allowed TFCinfo to observe the customer's propensity to switch preferences. ""It was extremely interesting to see the preconceived ideas that shoppers had going into this survey,"" stated Lippke. ""There are definitely some misconceptions that shoppers have about these two technologies, and it will be very important for manufacturers to address some of these issues."" TFCinfo not only looked at future purchasing, advantages and disadvantages, and preferences for these two displays, but also aspects of brand (awareness, consideration sets, and most likely to purchase.) A few of the brands that stood out in this research included Fujitsu, Panasonic, Pioneer, Samsung, and Sony. The LCD TV vs. plasma display research addressed the following: Was the end user already familiar with plasma and LCD TV? What types of connections are important? What accessories are important? What factors are important when choosing a set? At what price ranges would an end user consider purchasing a plasma or a LCD TV? Which display would the end user prefer if price weren't an issue, plasma or LCD TV? What are the advantages and disadvantages of each display (perceived and actual)? What size display do end users prefer? What brands are they familiar with? Which brands would they consider purchasing? Which single brand would they most likely purchase? How likely are they to purchase a plasma or LCD TV, and in what time frame? ...and much more. For more information about TFCinfo Corp, visit www.tfcinfo.com.

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