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2004 New Technology: Televisions and FurniturePublished by: Consumer Electronics Association Published: May. 1, 2004 - 213 Pages Table of Contents TO START, PLEASE INDICATE THE TYPES OF TVS, IF ANY, YOUR HOUSEHOLD OWNS. ARE ANY OF YOUR TVS CAPABLE OF DISPLAYING HIGH-DEFINITION BROADCASTS (ALSO REFERRED TO AS HDTV)? HOW MANY FLAT PANEL TV(S) DO YOU OWN? WHICH TYPE OF FLAT PANEL TV(S) DO YOU OWN? WHAT SIZE IS YOUR LARGEST FLAT PANEL TV? PLEASE INDICATE THE ROOM(S) IN YOUR HOME WHERE YOUR FLAT PANEL TV(S) IS LOCATED. WHICH OF THE FOLLOWING BEST DESCRIBES HOW YOUR FLAT PANEL TV(S) IS SITUATED? DID YOU PURCHASE YOUR TV STAND/CABINET/ENTERTAINMENT CENTER AT THE SAME STORE WHERE YOU PURCHASED YOUR FLAT PANEL TELEVISION? WHEN DID YOU PURCHASE THE TV STAND OR CABINET/ENTERTAINMENT CENTER WHERE YOUR FLAT PANEL TV RESTS? PLEASE INDICATE THE EFFECT, IF ANY, THAT THE EXISTING TV STAND OR CABINET/ENTERTAINMENT HAD ON THE SIZE, SHAPE, OR COLOR OF THE FLAT PANEL TV THAT YOU DECIDED TO PURCHASE. WHERE DID YOU PURCHASE YOUR TV STAND/CABINET/ENTERTAINMENT CENTER FOR YOUR FLAT PANEL TV? WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE SIZE OF FURNITURE WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE STYLE OF FURNITURE WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE DEGREE TO WHICH FURNITURE MATCHED THE DCOR OF THE ROOM WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE FURNITURE DESIGNED SPECIFICALLY FOR ELECTRONICS PRODUCTS WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE PRICE OF FURNITURE WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE BRAND WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE WAY THE PRODUCT WAS DISPLAYED (AT THE STORE/IN PHOTOS) WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE AMOUNT OF ASSEMBLY REQUIRED WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. DID YOU PURCHASE THE FURNITURE PRE-ASSEMBLED, OR DID IT REQUIRE ASSEMBLY? PLEASE INDICATE THE COST OF THE TV STAND, CABINET OR ENTERTAINMENT CENTER (INCLUDING INSTALLATION AND/OR SET-UP) FOR YOUR FLAT PANEL TV. YOU INDICATED THAT YOU HAVE A FLAT PANEL TV THAT IS MOUNTED OR AFFIXED TO A WALL OR CEILING. PLEASE INDICATE THE STATEMENT THAT BEST DESCRIBES WHERE YOU PURCHASED THE HARDWARE/MOUNTING BRACKETS FOR YOUR TELEVISION. IF THE HARDWARE CAME WITH THE TV PLEASE INDICATE THIS. WHO MOUNTED OR AFFIXED YOUR FLAT PANEL TV TO THE WALL? WHAT KIND OF MOUNTING DOES YOUR FLAT PANEL TV HAVE? PLEASE INDICATE WHICH, IF ANY, OF THE FOLLOWING ELECTRONICS PRODUCTS, YOU HAVE CONNECTED TO YOUR FLAT PANEL TV. THINKING OF THE ELECTRONICS PRODUCTS CONNECTED TO YOUR FLAT PANEL TV, WHERE ARE THESE PRODUCTS LOCATED? YOU INDICATED THAT YOU HAVE SPEAKERS CONNECTED (DIRECTLY OR INDIRECTLY) TO YOUR FLAT PANEL TV. WHICH OF THE FOLLOWING TYPES OF SPEAKERS ARE CONNECTED? HOW ARE YOUR RIGHT AND LEFT (FRONT) SPEAKERS SITUATED? HOW ARE YOUR REAR RIGHT AND LEFT SPEAKERS SITUATED? HOW IS YOUR CENTER CHANNEL SPEAKER SITUATED? HOW IS YOUR SUBWOOFER SITUATED? HOW MANY REAR PROJECTION TV(S) DO YOU OWN? WHAT SIZE IS YOUR LARGEST REAR PROJECTION TV? PLEASE INDICATE THE ROOM(S) IN YOUR HOME WHERE YOUR REAR PROJECTION TV(S) IS LOCATED. WHICH OF THE FOLLOWING BEST DESCRIBES HOW YOUR REAR PROJECTION TV(S) IS SITUATED? DID YOU PURCHASE YOUR TV STAND/CABINET/ENTERTAINMENT CENTER AT THE SAME STORE WHERE YOU PURCHASED YOUR REAR PROJECTION TELEVISION? WHEN DID YOU PURCHASE THE TV STAND OR CABINET/ENTERTAINMENT CENTER WHERE YOUR REAR PROJECTION TV REST PLEASE INDICATE THE EFFECT, IF ANY, THAT THE EXISTING TV STAND OR CABINET/ENTERTAINMENT HAD ON THE SIZE, SHAPE, OR COLOR OF THE REAR PROJECTION TV THAT YOU DECIDED TO PURCHASE. WHERE DID YOU PURCHASE YOUR TV STAND/CABINET/ENTERTAINMENT CENTER FOR YOUR REAR PROJECTION TELEVISION? WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE SIZE OF FURNITURE WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE STYLE OF FURNITURE WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE DEGREE TO WHICH FURNITURE MATCHED THE DCOR OF THE ROOM WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE FURNITURE DESIGNED SPECIFICALLY FOR ELECTRONICS PRODUCTS WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE PRICE OF FURNITURE WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE BRAND WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE WAY THE PRODUCT WAS DISPLAYED (AT THE STORE/IN PHOTOS) WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. WHEN PURCHASING THIS TV STAND OR CABINET/ENTERTAINMENT CENTER, PLEASE INDICATE WHETHER THE AMOUNT OF ASSEMBLY REQUIRED WAS A MAJOR FACTOR, A MINOR FACTOR, OR WAS NOT A FACTOR IN YOUR DECISION-MAKING PROCESS. DID YOU PURCHASE THE FURNITURE PRE-ASSEMBLED, OR DID IT REQUIRE ASSEMBLY? PLEASE INDICATE THE COST OF THE TV STAND OR CABINET ENTERTAINMENT CENTER (INCLUDING INSTALLATION AND OR SET-UP) FOR YOUR REAR PROJECTION TELEVISION. PLEASE INDICATE WHICH, IF, ANY OF THE FOLLOWING ELECTRONICS PRODUCTS, YOU HAVE CONNECTED TO YOUR REAR PROJECTION TV. THINKING OF THE ELECTRONICS PRODUCTS CONNECTED TO YOUR REAR PROJECTION TV, WHERE ARE THESE PRODUCTS LOCATED? YOU INDICATED THAT YOU HAVE SPEAKERS CONNECTED (DIRECTLY OR INDIRECTLY) TO YOUR REAR PROJECTION TV. WHICH OF THE FOLLOWING TYPES OF SPEAKERS ARE CONNECTED? HOW ARE YOUR RIGHT AND LEFT (FRONT) SPEAKERS SITUATED? HOW ARE YOUR REAR RIGHT AND LEFT SPEAKERS SITUATED? HOW IS YOUR CENTER CHANNEL SPEAKER SITUATED? HOW IS YOUR SUBWOOFER SITUATED? HOW IMPORTANT OR UNIMPORTANT IS IT FOR THE RETAILER WHERE YOU PURCHASED YOUR TV TO ALSO PROVIDE FURNITURE FOR YOUR ELECTRONICS, SUCH AS TV STANDS? OVERALL, WHICH OF THE FOLLOWING BEST DESCRIBES YOUR PREFERENCES FOR FURNITURE THAT YOU WOULD USE WITH A TV, SUCH AS A TV STAND OR CABINET? SUPPOSE CUSTOMIZABLE FURNITURE FOR CE PRODUCTS WAS AVAILABLE. THE PROCESS MAY ENTAIL SELECTING THE SIZE OF THE FURNITURE (TO EXACTLY FIT A TV, FOR EXAMPLE), THE TYPE OF MATERIAL, COLOR, ETC. HOW INTERESTED OR NOT INTERESTED WOULD YOU BE IN CUSTOMIZABLE FURNITURE? THINKING ABOUT THE TV STAND OR CABINETS WHERE TELEVISIONS REST IN YOUR HOME, PLEASE INDICATE WHETHER YOU FEEL ANY OF THE TVS REST ON A STAND, CABINET OR ENTERTAINMENT CENTER THAT IS TOO BIG FOR THE TELEVISION, TOO SMALL FOR THE TELEVISION, OR WHETHER ALL YOUR STANDS ARE THE APPROPRIATE SIZE(S) FOR THE TELEVISION(S). PLEASE INDICATE WHERE, IF APPLICABLE, YOU STORE ANY VHS TAPES AND/OR DVDS THAT YOU OWN. WHEN DO YOU THINK YOU WILL PURCHASE A NEW TELEVISION SET? WHEN, IF EVER, DO YOU THINK YOU WILL BUY A TELEVISION SET CAPABLE OF DISPLAYING IMAGES IN HIGH-DEFINITION? YOU INDICATED THAT YOU CURRENTLY DO NOT OWN A FLAT PANEL TELEVISION. HAVE YOU EVER SEEN A FLAT PANEL TV? THIS COULD BE IN PERSON, OR ON TV, IN PHOTOS, OR ON A WEB SITE OR IN A MAGAZINE. PLEASE INDICATE THE PLACES WHERE YOU HAVE SEEN A FLAT PANEL TELEVISION. WHEN, IF EVER, DO YOU THINK YOU WILL BUY A NEW TECHNOLOGY TELEVISION SET (SUCH AS A FLAT PANEL OR REAR PROJECTION TV)? IF YOU WERE TO PURCHASE A NEW TECHNOLOGY TELEVISION WHICH OF THE FOLLOWING TYPES DO YOU THINK WOULD YOU BUY? IF YOU WERE TO PURCHASE A NEW TECHNOLOGY TELEVISION SET, PLEASE INDICATE THE WAY THAT YOU WOULD MOST LIKELY DISPLAY IT IN YOUR HOME? IF YOU WERE TO PURCHASE A NEW TECHNOLOGY TELEVISION SET, PLEASE INDICATE WHEN YOU WOULD PURCHASE THE TV STAND/CABINET OR ENTERTAINMENT CENTER? WHEN IT COMES TO BUYING NEW TECHNOLOGY PRODUCTS (E.G. THE NEWEST COMPUTER, DVD PLAYER, TV, CELL PHONE, ETC.) THAT COME ON TO THE MARKET, ARE YOU SOMEONE WHO? DO YOU LIVE IN A? ARE YOU? WHAT IS YOUR AGE? WHAT IS YOUR MARITAL STATUS? INCLUDING YOURSELF AND ANY OTHERS, HOW MANY PEOPLE REGULARLY LIVE IN YOUR HOUSEHOLD? WHAT IS THE HIGHEST LEVEL OF EDUCATION YOU HAVE COMPLETED OR THE HIGHEST DEGREE YOU HAVE RECEIVED? WHAT IS YOUR EMPLOYMENT STATUS? WHERE DO YOU LIVE? WHAT TYPE OF INTERNET CONNECTION DO YOU HAVE FOR YOUR HOME COMPUTER? ARE THERE ANY CHILDREN LIVING IN YOUR HOUSEHOLD IN THE FOLLOWING AGE CATEGORIES? WHICH OF THE FOLLOWING BEST DESCRIBES YOUR RACE? DO YOU CONSIDER YOURSELF A HISPANIC AMERICAN OR LATINO? WHAT IS YOUR CURRENT ANNUAL HOUSEHOLD INCOME (BEFORE TAXES)? AbstractHigh-definition TV (HDTV) is not the only hot television product for consumer electronics manufacturers and retailers. Bigger, flatter, more sophisticated types of TVs are also finding their way into U.S. homes as consumers seek to enhance their viewing experience.Although sales for flat panel and rear-projection big screen TVs are still modest, both products are enjoying strong, steady growth, similar to the earlier days of HDTV. The Consumer Electronics Association (CEA) estimates that manufacturers sold 2.7 million digital rear-projection and front-projection TVs to retailers last year, a 51% jump from 1.8 million in 2002. CEA figures that these sales generated nearly $3.6 billion in revenue, up 22% from a year earlier, despite a steep drop in the average unit price of more than $300. In 2004, CEA projects that digital projection TV unit sales to dealers will climb another 13% to almost 3.1 million. CEA calculates that these sales will produce nearly $3.9 billion in revenue, up 8% from the total in 2002, despite another price decline. As for flat panel TVs, CEA Market Research data indicates that consumer electronics makers sold about 152,000 units to retailers in March, the last month for which figures are available, producing $269 million in revenue. Over the first three months of 2004, manufacturers sold 412,000 flat panel displays, generating almost $700 million in revenue. LCD sets accounted for slightly over two-thirds of the sales total while the far pricier plasma TVs accounted for close to two-thirds of the revenue total. In comparison, CEA estimates that manufacturer sales of LCD TVs, including both analog and digital sets, scaled the 1 million mark for the first time last year to reach almost 1.1 million. CEA estimates that manufacturers sold 229,000 plasma TV sets to dealers in 2003, more than double the number sold in 2002. So American TV screens are clearly getting both bigger and flatter. But many general market questions remain. Namely, how hot will these tech TVs become? How much are consumers aware of these products? When, if ever, do they anticipate buying them? Manufacturers and retailers of TV furniture and accessories have questions too. Where are tech TV owners putting the sets in their homes? How big are the displays? How are consumers setting them up? What types of TV stands, cabinet and entertainment centers are buyers using? Where and when are they buying the furniture? What are the major factors driving their purchasing decisions? How much are consumers spending?
This report, which is CEA’s first major study of new tech TVs and the furniture used for
them, delivers answers to these and related questions. It also offers a few suggestions of
how TV furniture manufacturers and retailers might spur product sales further in the future.
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