Holidays, Falling Prices Spur HDTV Purchases: Study
5.5 Million Households Bought First HDTV In December, January
By Larry Barrett -- Multichannel News, 4/24/2008 10:02:00 AM
More than 5.5 million households purchased an HDTV set for the first time during the 2007-2008 holiday and Super Bowl season, according to findings released Thursday from a survey conducted by market researcher Frank N. Magid Associates.
The online survey, which gathered HDTV buying and ownership information from 1,235 U.S. consumers age 21 and older, found that 25%—or roughly 28 million total households—of Americans now own at least one HDTV set and will be able to receive HD programming when the DTV transition deadline arrives on Feb. 17, 2009.
In addition, more than 3 million homes added a second HDTV ahead of Super Bowl XLII in February, meaning that almost 10 million American households now have two or more HDTVs.
“Consumers who become accustomed to the sleek and contemporary appearance of their first HD set are now looking to bring that benefit into other rooms in their home,” Maryann Baldwin, vice president, Magid Media Futures, said in a statement. “However owning an HDTV set and actually viewing HD are still two very different pursuits for many.”
Officials at the market research firm said falling prices and the upcoming digital transition resulted in a larger percentage of younger adults between 21 and 34 years of age buying HDTVs during the holiday/Super Bowl season. Among those who purchased their HDTVs in the past year, 18% said they made the purchase in order to connect it to a high-definition videogame console like Xbox 360 or PlayStation 3.
“Now that the early majority has joined the ranks of the HD adopters, the demographic makeup of the HD population is looking more like the overall U.S. TV viewing universe,” Jill Rosengard Hill, vice president and managing director, said in a statement.
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%.
Of the 30% of HDTV set owners who have not made these arrangements, many site costs and a limited number of channels available in high definition. Satellite customers make up half of this group, and most of them say they are not prepared to purchase the new equipment necessary to add this service. Just 3% of homes own an HDTV set that is receiving HD programming from their local stations via an over-the-air antenna.
HD adoption appears poised to continue its accelerating growth rate. Not only do 3-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, the survey found.
Findings also show that 24% 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 high-definition, another driver that could lead to higher than normal second quarter TV sales, a quarter typically known for its slow TV purchase activity.
Current HD owners will also drive demand for HD sets. Nearly 4-in-10 current HDTV set owners plan to purchase yet another HDTV set in the next 12 months.
Buying an HDTV and Not Even Knowing It
11/25/2009HD’s Mixed Bag for the Holidays
12/05/2008Report Forecasts HDTV Purchases
11/28/2004Cable Lights HD Fire
08/01/2004
