For Immediate Release November 3, 1997
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

Arlington, Texas — More than 17 percent of American households now have large-screen televisions, an increase of four percentage points in the past 18 months, according to Decision Analyst Inc., a leading national marketing research firm.

In its recent nationwide survey of 6,490 households, Decision Analyst found large-screen televisions—defined as 30 inches or greater--in 17.3 percent of U.S. homes. In a similar survey conducted last year, 13.3 percent of households had the large screen televisions.

"With the economy as strong as it is, it is a bit surprising there isn't more growth in sales of large-screen televisions," said Jerry W. Thomas, president/CEO of Decision Analyst Inc. "But you have to remember television is facing increasing pressure from computer games and on-line services, while leisure time continues to shrink."

In its survey, Decision Analyst found that households headed by someone 18 to 34 are most likely to have large-screen televisions (21.4 percent), while households 55 and older are least likely to have them (13.2 percent).

By income, households with earnings of $50,000 or more annually are most likely to have the larger screen televisions (24.1 percent). Correspondingly, those with a high level of education--at least some college training—are most likely to have large-screen televisions.

By census region, large-screen televisions are most popular in the West (19.8 percent of households), and least popular in the Midwest (15.9 percent).

Its national survey of large-screen televisions has a margin of error of plus or minus one percent.

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For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011

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