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 10 million.
"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
high-definition.
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
Amy Jo Reimer-Myers, Executive Director, Corporate Development, or Maryann
Baldwin, Vice President, Magid Media Futures(TM), both of Frank N. Magid
Associates, Inc., +1-319-377-7345
