• by Wayne Friedman , April 6, 2012

Big-name TV brands continue to vie for consumers' share of mind -- and right now Samsung has overtaken Sony in the top position.

In terms of new HDTV sets, Samsung now has a slight edge over Sony, with consumers preferring Samsung by a 20% score to Sony’s 19% -- per ABI Research. Next comes LG at 12% and Vizio at 11%.

In its report on purchase intent of TVs, ABI Research says the former market leader Sony continues to lose ground to growing competitors' brand strength. Sony has had a commanding 27% top score in previous studies over other brands.

Samsung was not the only one to show major improvement: LG’s share of mind among consumers doubled from 6% to 12%, while Vizio increased from 8% to 11%.

“Regardless how long-lasting this shift in consumer interest may be, Sony continues to face a difficult challenge with its TV business, as do many TV manufacturers,” says senior ABI Research analyst Michael Inouye.

New 3D TVs remains the least important feature cited by consumers when asked about TV purchase intent; 42% of consumers claimed to have no interest in a 3D-ready TV.

Inouye adds that Internet connection continues to be a driving force in consumers’ preferences: “While 3D and Internet connectivity have not generated the boost to the bottom line as some had hoped, the latter at least remains an essential ingredient to best address the changing consumer landscape for CE.”