This IDC study is the second of two midyear 2008 United States-based consumer TV studies, where the first detailed our respondents' demographics, current TV ownership, and purchase channel preferences. This study provides insights into future consumer TV purchase trends. We also provide a variety of cross tab analyses - for example, whether a particular income group will favor a certain TV type and where consumers are expected to shop for their TV.

"U.S. consumer interest in flat panel televisions has exploded in the past year, leaving bulkier TV technologies such as rear projection TV (RPTV) and CRT in the dust. Our midyear 2008 findings show that interest in LCD technology is particularly robust and is positioned to gain strength in the near future. Legacy brands Sony, Samsung, and Panasonic still dominate consumer TV preferences, but upstart Vizio has come on strong relative to the likes of Hitachi and Mitsubishi." - Eric Haruki, research director, IDC TV Markets and Technologies