A new study from ORC, an Infogroup company, examining U.S. consumer awareness of and usage habits with technologies including high definition television (HDTV) and 3D TV revealed that nearly two-thirds (62 percent) now have an HDTV in their home.

The study also found that another 12 percent are looking to purchase an HDTV within the next two years. This brings the potential market penetration to nearly three out of four households.

Sony emerged as the HDTV brand most synonymous with high quality (43 percent cited this brand on an unaided basis); trailed by Samsung (11 percent); Panasonic (5 percent); Vizio (4 percent); Phillips and LG (3 percent).

“At the recent Consumer Electronics (CES) show in Las Vegas, one of the technologies generating the most buzz was 3D TV for the home…(with) awareness levels at fully 60 percent for a technology that has yet to be advertised and distributed to the mass market,” said Robert Clark, SVP of ORC’s technology market insights practice.

Despite high awareness levels, however, only five percent currently have plans to buy a 3D TV within the next two years, posing a potential challenge to marketers.

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