A quarter of the way there: HDTVs reside in 25 percent of U.S. households

Newly released figures from Frank N. Magid Associates reveal that 5.5 million households took home an HDTV set for the first time during the 2007/2008 holiday and Super Bowl season.

A recent Magid study of consumers across the United States indicates that 25 percent of U.S. households, or 28 million dwellings, now have at least one HDTV set. The figure represents a 5 percent rise from the 20 percent of all U.S. households with at least one HDTV in September 2007.

In a study conducted shortly after Super Bowl XLII, the research organization found that 3 million homes added a second HDTV during this same timeframe, bringing multiple HDTV set homes up to nearly 10 million.

Among those who reside in a household with at least one HDTV set, the number who have taken steps to arrange for HD programming reception hold steady compared to other recent studies at 70 percent. Among the 30 percent of HDTV set owners who have not made these arrangements, many cite costs and a limited number of channels available in HD. Just 3 percent of homes own an HDTV set that is receiving HD programming from their local stations via over-the-air antenna.

HD adoption appears poised to continue its accelerating growth rate. Not only do three-in-10 households plan to purchase a new TV in the next year, nearly all of them indicate that if they make this purchase, the new television will be an HDTV set. Much of the demand seen this year is driven by both the continuing decline in HD set prices and the belief among some consumers that the digital television transition slated for February 2009 requires that consumers actually purchase a set capable of displaying HD.

The findings also show that 24 percent of those who do not currently own an HDTV set feel it is important they will be able to watch the 2008 Summer Olympic Games in HD, another driver that could lead to higher second quarter TV sales, a quarter typically known for its slow TV purchase activity.

For more information, visit www.magid.com.