Premium Sets for the Premium Crowd: Are the Rich So Different?

This IDC Insight contains data drawn from a number of specialized cross-tab data cuts from our 2008 U.S. End-of-Year Consumer TV Survey. For this effort, we focus on the TV purchase/preference dynamics of two distinct demographics: households with less than and greater than $100,000 incomes.

Overall, the results herein are admittedly fairly intuitive, as the higher income groups reported greater preference rates for more expensive TV technologies and features. Still, the data in this document reveals a number of areas where TV vendors should target their marketing/awareness efforts and will validate a number of up-to-this-point assumed buyer preferences.

This document will also act as a baseline/starting point for tracking income demographic/TV purchase trends from this point forward.

• IDC Opinion
• In This Insight
• Situation Overview
• Figure: Respondent Current Primary TV Type by Household Income
• Figure: Respondent Future Primary TV Type by Household Income
• Figure: Respondent TV Ownership by Household Income
• Figure: Respondent Current TV Service Type by Household Income
• Figure: Respondent Current Primary TV Size by Household Income
• Figure: Respondent Future Primary TV Size by Household Income
• Figure: Respondent Assessment of 120Hz TV Feature by Household Income
• Figure: Respondent Assessment of LED Backlight TV Feature by Household Income
• Figure: Respondent Assessment of Internet Access TV Feature by Household Income
• Figure: Respondent Assessment of 1080p TV Feature by Household Income
• Figure: Respondent Future TV Brand Preference
• Figure: Respondent Future TV Purchase Channel Preference by Household Income
• Future Outlook