That's according to a new study from eMarketer, as reported by Advertising Age.
In the study, only 21 percent of consumers said they would buy a new HDTV for "improved picture and audio quality."
High-Definition TVs are now in more than 30 million U.S. homes with sales increasing dramatically over the last year due to falling set prices. But the eMarketer study suggests that the remaining holdouts want prices to fall even more before buying.
The study, entitled, "Consumer Electronics Online: Converged or Confused?", also opines that Americans are increasingly baffled by new CE products despite planning to spend an average of $1,200 on them in the next year.
"People love to buy them, but then they can't get them to work," eMarketer analyst Lisa Phillips told Advertising Age.
The study also found that:
* Americans will spend 20 minutes on a new device trying to set it up before giving up and returning it to the store. More than half of returned CE products were in perfect working order, the study said.
* Seventy-seven percent of people who buy CE products first do research on them at web sites.
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