Study: HDTVs ‘Mushroom’ in Households

Oct 26, 2006  •  Post A Comment

Viewers who say hi-def television is addictive might be more right than they realize. Getting one HD TV set just makes owners want more HD sets, according to a new study by Leichtman Research Group.
The annual survey of 1,300 households, released Wednesday, found that 26 percent of HDTV owners have more than one HD set—a sharp increase from 11 percent last year.
Furthermore, 29 percent of HDTV owners said they’re likely to purchase another HD set in the next year, up from 18 percent from 2005.
“A quarter of HD homes say they have more than one HD set—that’s huge,” said Bruce Leichtman, president of LRG. “HD is like a mushroom. Once you get one in your house, you get more.”
Another finding of the study is that despite dropping HDTV set prices, the average income of HD set owners has increased. The annual income of an HD household is 42 percent above average. This particular finding is “counter to adoption trends that we usually think of,” Mr. Leichtman said. “What I think we’re seeing is a second wave of adoption. The first wave is about affordability and interest; the second becomes just about affordability.”
Overall, about one in six households have an HD set, compared with one out of every 14 households just two years ago.
This article is part of TVWeek.com’s High Definition newsletter, a weekly source of breaking HD news, articles and interviews written by Senior Reporter James Hibberd.


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