Study Says HDTVs in More Than 50 Percent of American Homes

By |


JuneJuly09-Pulse-Chart.gif

A recent Cable & Telecommunications Association for Marketing (CTAM) tracking Pulse report shows strong growth over the past year in HDTV ownership. In 2009, 53 percent of total U.S. households report owning a high definition television, an 18 percentage point increase in ownership over 2008, when 35 percent of households reported owning an HDTV (23 percent in 2007). Among HDTV set owners, 69 percent now subscribe to high definition service, compared to 56 percent a year ago.

Ownership of large screen televisions -32 inches and larger - has also seen solid growth. In 2009, 59 percent of households owned one, up from 52 percent in 2008 (44 percent in 2007).

CTAM's June/July Pulse Tracking Entertainment and Technology: Consumer Value in Media, explores the adoption of entertainment and technology products and services, and the likelihood for future adoption.

In 2009, digital cable market penetration was 34 percent, satellite was 28 percent, and telephone company penetration was 6 percent. Overall, cable has 53 percent of the market.

"Cable continues to be the preferred provider for television services. Cable launched the digital tier well after satellite started selling an all-digital service, yet its customer numbers surpass those of the combined DBS companies," said CTAM President and CEO Char Beales.

The CTAM tracking study also took a look at recent movers and which technologies they are likely to purchase and services they're likely to subscribe to over the next year. Movers are more likely than non-movers to buy an HDTV set (26 percent vs. 15 percent), a laptop (24 percent vs. 16 percent), and a video game system (23 percent vs. 7 percent); as well as subscribe to HD programming service (15 percent vs. 8 percent) and DVR service (17 percent vs. 7 percent).

This research is based on a telephone survey conducted by CENTRIS as part of the CENTRIS(sm) omnibus survey conducted from June 5 through 14, 2009. The sample includes 1,144 randomly selected adult consumers age 18+. This study has a +/- 3.5 percentage point margin of error.


  • Comment on this article

Post a Comment
comments powered by Disqus

Latest Industry Trade News

Oct 04
Sound United Will Not Be Acquiring Onkyo's Home Audio Division Looks like Onkyo, Pioneer, Pioneer Elite, and Integra aren't coming under the Sound United umbrella after all.
Sound United Will Not Be Acquiring Onkyo's Home Audio Division

Aug 02
Control4 and SnapAV Complete Merger SnapAV and Control4 announced this week that their merger, which was announced earlier this year, is now complete. This follows...
Control4 and SnapAV Complete Merger

Jun 28
Klipsch Audio and SnapAV Announce Exclusive National Distribution Partnership SnapAV, it seems, is intent upon conquering the AV world. Barely six weeks after announcing its merger with Control4, SnapAV...
Klipsch Audio and SnapAV Announce Exclusive National Distribution Partnership

Jun 27
RBH Sound Announces New Owner and President This week, RBH announced that Roger B. Hassing, the company's founder and CEO, has retired. For full details on the...
RBH Sound Announces New Owner and President

Jun 10
How A.I. Is Reshaping the Home Theater By now, you probably know that artificial intelligence (AI) is being employed to one degree or another in digital voice...
How A.I. Is Reshaping the Home Theater