Nearly two-thirds (62%) of US consumers have HDTVs in their home, and another 12% are looking to purchase one within the next two years, bringing the potential market penetration to nearly three out of four households (74%) in the US, according to a new study from ORC.

Sony Ranks Highest for High-Definition Quality

Asked to identify the one brand that comes to mind when considering HDTVs of "highest quality," consumers overwhelmingly chose Sony (43%), followed by Samsung (11%), and Panasonic (5%).

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3D TV on the Horizon?

Despite high awareness levels, 3D TV has yet to become a formidable market opportunity: 60% of consumers are aware of 3D TV, but only 5% have plans to purchase one within the next two years.

"The awareness-building hurdle for this technology may quickly be overcome in the wake of the latest blockbuster Avatar, along with 3D programming to be offered by ESPN and other networks," said Robert Clark, senior VP of ORC's Technology Market Insights Practice.

"In addition, there are numerous blogs and articles now dedicated to the subject. The net result is awareness levels at fully 60% for a technology that has yet to be advertised and distributed to the mass market."

About the data: The survey of over 1,000 consumers was conducted in January 2010 by the global market research firm ORC, an Infogroup company.