About one quarter of households in the US have at least one television set capable of receiving high definition programming (HDTV) – essentially double the penetration of HDTV two years ago, according to new consumer research from Leichtman Research Group (LRG).
However, LRG found that consumer confusion related to high definition programming and products remains strong.
The findings are based on a survey of 1,300 households throughout the US, and are part of a new LRG study, HDTV 2007: Consumer Awareness, Interest and Ownership.
LRG revealed that whilst over three-quarters of HDTV owners believe that they are watching HD programming, it estimates that about 53% of all HD households are actually watching HD programming from a multi-channel video provider (cable, DBS or a telco), and about 4% are watching HD programming via broadcast-only, leaving about 20% of those with an HDTV erroneously thinking that they are watching HD programming when they are not.
Just 41% of HDTV owners say that they were told how to receive HD programming when they purchased their set.
About 40% of HDTV owners, and over 20% of all adults, believe that their household currently has a high definition DVD player – a figure that, if accurate, would represent a much greater total than the number of high definition DVD players actually sold to date
LRG also found that the among those watching HD programming, the reported mean amount of TV viewing time spent watching programs on HD channels is 45%, whilst 17% of all households plan to purchase a new TV set in the next 12 months, and 47% of this group expects to spend over $1,000 on a TV set.
Bruce Leichtman, president and principal analyst for LRG, said: “The number of households with an HDTV has significantly increased in recent years, and LRG forecasts that over 85 million US households will have at least one HDTV by the end of 2012.
“However, with the expansion of HDTV, there will need to be continued consumer education about high definition programming and products.”
A report from the Nielsen Company at the end of October found that almost 14% of TV households in the US are equipped with an HDTV set and HD tuner capable of receiving signals in high definition, whilst more than 11% are equipped with an HDTV and HD tuner and receive at least one HD network or station (see Almost 14% Of US Households Are HD Enabled).
Strategy Analytics forecast that 90% of UK homes will be watching HDTV by 2020 as long as Ofcom allocates spectrum on the digital terrestrial television (DTT) platform (see 90% Of UK Homes Could Be Watching HDTV By 2020).
Related Links
