High definition is sweeping the nation. The Consumer Electronics Association said it predicts 16 million HDTV sets will be sold in 2007, bringing the total number sold in the U.S. to 52.5 million, according to its June 2007 study published Tuesday.

The new study, “HDTV: You Have the Set, But Do You Have the Content?”, also found that 30 percent of U.S. households currently have an HD set and of these, almost a third own more than one.

In addition, the study indicated only 44 percent of HDTV owners actually receive HD programming. Lack of interest and expense were the main reason consumers cited for not opting to receive high-def programming. Although some viewers have been confused about whether or not they’re actually receiving genuine HD-quality programming, CEA says the vast majority of owners are aware of what’s coming out of their set.

“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.”

For many consumers, the full HD experience isn’t limited to television viewing. The majority of people purchase HD sets to enhance their movie and gaming experience, the study revealed.
60 percent of viewers get HD programming through a cable company. Twenty-seven percent get it from satellite, 8 percent over-the-air, 3 percent from fiber optic service and 3 percent from the Internet. No matter where it’s coming from, the desire for HD content appears to be steadily increasing.

“As we have seen for years, consumers still demand more HD content,” Mr. Bates said. “Currently, more than 50 percent of HD households show some interest in upgrading their HD subscription package to include more HD channels.”

The study was designed and formulated by CEA Market Research and administered via telephone to a random sample of 2,508 U.S. adults.

(Editor: Romanelli)