CEA research has found that about 30 percent of U.S. households has an HDTV. They also predict that about 16 million HDTVs will be sold this year, bringing the total number of HDTVs sold in the U.S. to 52.5 million.
Among these HDTV households, almost a third own more than one high-definition set, proving the booming nature of this market.
The study revealed one of the primary reasons consumers are buying HDTVs is not to watch television programming but rather to improve their movie and gaming experience. Currently, the most prevalent device connected to an HDTV not receiving HD programming is a DVD player. Nearly 40 percent of these consumer households also connect surround sound and video game systems to their HDTV.
“Consumers are satisfied overall with HDTV,” said CEA Director of Research Joe Bates. “But our studies indicate continued education is necessary to ensure consumers truly understand how to receive the full HD experience.”
Sixty-six percent of owners who receive HD programming get their programming through a cable company. Of the remaining households receiving HD programming, 27 percent are satellite, 8 percent are over-the-air, 3 percent fiber optic service and 3 percent from the Internet. This profile mirrors the U.S. television reception profile, indicating that HD content is not resulting in a migration to or from any one television-programming provider.
“As we have seen for years, consumers still demand more HD content,” continued Bates. “Currently, more than 50 percent of HD households show some interest in upgrading their HD subscription package to include more HD channels.”