LOS ANGELES, April 24 /PRNewswire/ -- 5.5 million households brought
home an HDTV set for the first time during the 2007/2008 holiday and Super
Bowl season this year. A recent study of consumers across the U.S.
indicates that 25 percent of U.S. households or 28 million now have at
least one HDTV set, that up from a penetration of 20 percent in September
2007. In a study conducted shortly after Super Bowl XLII, Frank N. Magid
Associates identified an impressive three million homes added a second HDTV
during this same time frame, bringing multiple HDTV set homes up to nearly
"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," says Maryann Baldwin, Vice President, Magid
Media Futures(TM). "However owning an HDTV set and actually viewing HD are
still two very different pursuits for many."
Due to falling prices and the upcoming digital transition, a larger
percentage of younger adults 21-34 purchased HDTV's this holiday season.
Among those who purchased their HDTV set in the past year, 18 percent say
they did so to connect it to a high definition video game 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," says Jill Rosengard Hill, Vice President
and Managing Director.
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 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
three percent 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 three-in-ten 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
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 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.
While few said the Super Bowl drove their purchase intent, 25 percent
of U.S. households watched some portion of the match up between the New
York Giants and the New England Patriots in high definition, either in
their own home, or in the home of a friend or a family member representing
a third of all Super Bowl viewers.
Current HD owners will also drive demand for HD sets. Nearly
four-in-ten current HDTV set owners plan to purchase yet another HDTV set
in the next 12 months.
Magid conducted this online research among 1,235 consumers nationally
representative of the U.S. online population, age 21 and over. A written
report on the study is now available for purchase. Contact Jill Rosengard
Hill at 212-515-4523 or Jrosengardhill@magid.com.
Frank N. Magid Associates, Inc., founded in 1957, is the world leader
in providing research-based strategy solutions to a variety of businesses
representing all aspects of the media, entertainment, and communication
industries. With nearly 350 employees operating out of offices in New York,
Los Angeles, Minneapolis, and Cedar Rapids, Magid serves hundreds of
clients in more than 35 countries worldwide. Magid works with its clients
to achieve success by gathering exceptional consumer insights and
developing and executing strategies that maximize client performance.
The valuable perspectives gained over thousands of engagements and
millions of consumer interviews and observations have also made Magid
highly sought after among business leaders and investors as they map out
the future. The company's Magid Media Futures(TM) unit is recognized as
providing highly predictive and prescriptive data-driven insights on the
future of media. More recently, Magid's Millennial Strategy Program(R) is
helping operators and investors develop successful strategies to access
this potent consumer segment.
SOURCE Frank N. Magid Associates