Report: 53% of U.S. Homes Own an HDTV

10 Aug, 2009 By: Erik Gruenwedel

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Aggressive marketing and special offers by consumer electronics manufacturers and retailers has contributed to 53% of U.S. households owning a high-definition television. That’s an 18% boost from 2008 when 35% of households reported owning an HDTV (23% in 2007), according to a new report.

Cable & Telecommunications Association for Marketing (CTAM) in a telephone survey of 1,144 adults found that 69% of HDTV set owners subscribe to a high-definition service, compared to 56% a year ago.

The Alexandria, Va.-based marketing company found that digital cable market penetration was 34%, satellite was 28%, and telephone company penetration was 6%. Overall, cable has 53% of the market.

Home theater and video game system ownership remained unchanged at 20% and 40%, respectively.

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

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

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