Whether it’s sports, a new or classic movie, a sit-com, or a whodunit, TV watching arguably involves the least amount of work for the maximum enjoyment. And what better way to ensure your viewing pleasure than with a large-screen TV that brings the movie theater experience to your home?
As technological breakthroughs occur and the manufacturing process improves, the prices of large-screen TVs continue to come down. Still, expect to pay anywhere from the high $800s to thousands of dollars for yours, depending on screen size and format. You can opt for the ultra-slim plasma TV or LCD in high-definition (HD) format, or a model that employs rear-projection technology, such as DLP (digital light projection). Both types have their advantages, so it comes down to what you want—and what you’re willing to pay.
To help consumers make the right choice with regard to their large-screen HDTV purchase, the J.D. Power and Associates 2007 Large Screen HDTV Usage and Satisfaction StudySM gathers consumer responses about various makes and model series across three market segments: HDTV 37-inch to 49-inch; HDTV 50-inch to 65-inch; and Rear Projection (50-inch to 72-inch). In the survey, consumers who purchased or received a 37- to 65-inch HDTV, or a 50- to 72-inch rear-projection TV, were asked to rate their TV’s picture and sound performance, appearance and styling, operation and features. Consumers were also asked about how, why and what they purchased, their shopping and research experience, and about brand loyalty, among other considerations. Consumers say the factors that contribute the most to their HDTV satisfaction are: picture and sound performance, ease of operation, features, and appearance and styling. Some study highlights:
HDTV 37-inch to 49-inch Segment
Owners within this segment report watching 23.3 hours of TV per week, with 11 devoted to specific high-definition (HD) programming. Most believe they purchased the HDTV with the best value for the money, while 91% intend to repurchase the brand. Quality of picture, TV workmanship and price influenced their purchase decisions. A majority (68%) said they used the Internet for research, followed by consumer publications (45%), listening to salespeople (38%), and family and friends (31%).
Highest Ranked: Sony BRAVIA LCD HDTV
Scoring highest in the segment in overall customer satisfaction—and significantly higher than the industry average—Sony’s BRAVIA receives the highest segment scores in the picture/sound performance, features, and appearance and styling factors. Sony BRAVIA LCD HDTVs range in retail price from $1,599.99 for a 40-inch model to about $3,899.99 for a 46-inch model.
Ranked No. 2: LG LCD HDTV
With second- or third-highest scores in each of the factors, coupled with a strong score for features, the LG LCD earned a solid No. 2 ranking in the segment. LG LCD HDTVs range in retail price from $1,700 for a 37-inch model to $2,800 for a 47-inch model.
Ranked No. 3: LG Plasma HDTV
This LG product captured the second-highest scores in picture/sound quality, right behind Sony BRAVIA LCDs. Its somewhat lower features score dropped it into the No. 3 ranking. LG Electronics is the world’s largest producer of plasma panel TVs. LG Plasmas range in retail price from $2,100 for a 50-inch model to $15,400 for a 71-inch model.
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HDTV 50-inch to 65-inch Segment
Owners in this segment report spending more time watching television per week than those in the 37-inch to 49-inch segment: 25.2 hours vs. 23.3 hours. Of those 25-plus hours, 12.4 are spent watching HD-specific programming. A majority (85%) say they purchased the best value for the money, and two-thirds (67%) are proud to be owners of their brand. Nearly all (92%) Sony BRAVIA owners say they would “definitely/probably” repurchase the product, while 86% of Pioneer Plasma owners would repurchase their brand. Pioneer Plasma owners are 97% likely to recommend their product to others. As in the 37-inch to 49-inch segment, these factors influenced consumers’ purchase decisions the most: quality of picture, price, and quality of TV workmanship. Similar to the HDTV 37-inch to 49-inch segment, the Internet was the top choice for research (67%), followed by consumer product publications (53%), and family and friend recommendations (32%).
Highest Ranked: Pioneer Plasma HDTV
With an overall customer satisfaction score significantly higher than the segment average, Pioneer’s Plasma HDTV scores highest in three of four factors important to overall customer satisfaction: picture/sound performance, ease of operation, and appearance and styling. Also, the Pioneer Plasma HDTV scores second-highest in features. Pioneer Plasma TVs range in retail price from $3,500 for a 50-inch Kuro model, to $4,500 for a 50-inch Elite Pro 1150 HD, to $7,500 for a 60-inch Kuro model.
Ranked No. 2: Sony BRAVIA LCD HDTV
Sony’s BRAVIA LCD also rates significantly higher than the segment average, and scores highest with regard to features and second-highest in picture/sound performance, ease of operation, and appearance and styling. Sony BRAVIA 52-inch LCD HDTV retail prices range from $3,499.99 to about $5,000.
Ranked No. 3: LG Plasma HDTV
Compared to competitors, LG Plasmas perform very well in picture and sound performance, as well as features, garnering the third-highest score in those factors—all significantly above segment average. LG Plasmas range in retail price from about $2,100 for a 50-inch model to $5,400 for a 60-inch model.
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Rear Projection (50-inch to 72-inch) Segment
The HDTV Rear Projection segment measures the same factors as the other segments. The category consists primarily of two rear-projection TV types: DLP and LCD projection. Owners in this segment report viewing 25.3 hours of TV per week, with 11.7 of those spent watching HD-specific programming. Picture quality (41%), price (25%) and quality of workmanship (16%) are the top selection criteria for consumers in this segment. They report using the Internet (69%), consumer product publications (45%), salespeople (35%), and family and friends (31%) for research. Sony WEGA (at 95%) and Samsung DLP (at 93%) have a brand purchase advantage.
Highest Ranked: Samsung DLP
Samsung’s No. 1 segment ranking is mostly attributable to its exceptionally high performance in appearance and styling. In fact, Samsung scores highest in all factors (with the exception of picture/sound performance, where it scores fourth-highest). In 2005, Samsung introduced the world’s biggest DLP TV. It is the U.S. HDTV market leader and is one of the few manufacturers to produce LCD, plasma, and DLP rear projection HDTVs. Samsung’s DLP models have a retail price range from about $1,800 for a 56-inch model to $2,700 for a 61-inch model.
Ranked No. 2: Sony WEGA models
Sony’s WEGA models rank second in the segment due to their scores in picture/sound performance and ease of operation. They excel in design and location of speakers, according to consumer feedback. Sony WEGA models range from a retail price of $1,999.99 for a 50-inch rear projection model to $2,600 for a 60-inch model.
Ranked No. 3: Toshiba DLP models
In the Large Screen HDTV rear projection segment, the Toshiba DLP models score second-highest in features, and perform well in appearance and styling, picture/sound performance and ease of operation. Models range in retail price from $1,200 for a 50-inch model to about $2,200 for a 65-inch model.
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