A study in the US has found that high-definition televisions top the lists of 35 per cent of the 1,200 men and women questioned in research carried out by market research firm Solutions Research Group.
Interestingly though, very few mentioned any intention to purchase either of the high-definition movie formats nor a HD-cable or satellite service.
However, the one high-definition sector that does feature prominently is video games with the PlayStation 3 and the Xbox 360 coming in on men's top ten lists at sixth and ninth respectively.
Other major technology items included laptop computers, digital still cameras and digital video cameras, desktop computers, GPS and mobile phones. Interestingly, despite its 'cool' and 'must-have' image, no Apple products made it in the top ten, although the MacBook did just miss out in 11th position.