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About 25 percent of U.S. households own HDTVs, HD confusion continues, researcher says

About one-quarter of households in the United States have at least one TV set capable of receiving HD programming — essentially double the penetration of HDTV of two years ago, according to new research from Leichtman Research Group.

The research presented in the Leichtman report “HDTV 2007: Consumer Awareness, Interest and Ownership” also reveals confusion about HD.

Among the findings:

  • More than 75 percent of HDTV owners believe they are watching HD programming, but Leichtman estimates that 20 percent actually are not.
  • Leichtman estimates that about 53 percent of all HD households are actually watching HD programming from a multichannel video provider (cable, DBS or a telco) and about 4 percent are watching HD programming via over-the-air broadcast.
  • Forty-one percent of HDTV owners said that they were told how to receive HD programming when they purchased their set.
  • Forty percent of HDTV owners and more than 20 percent of all adults believe that their household currently has an HD DVD player, which is much larger than the total number of HD DVD players sold to date.
  • The mean annual income of HDTV households is 27 percent above average.
  • Of those watching HD programming, the reported mean amount of TV viewing time spent watching programs on HD channels was 45 percent.
  • Seventeen percent of all households plan to purchase a new TV set in the next 12 months, and 47 percent of this group expects to spend more than $1000 on a TV set.

The findings are based on a survey of 1300 households throughout the United States.

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