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Sports events a driving factor behind HDTV sales  (Source: Vizio)
High-definition console owners makeup 18 percent of HDTV purchases

Most gamers tend to be early adopters of technology. Those who own an Xbox 360 or PlayStation 3 know full well that a high-definition television is required in order to appreciate the visuals of the latest games to their fullest.

It should surprise few then to learn that of all consumers who purchased an HDTV in the past year, 18 percent of those were gamers buying the set just to connect either an Xbox 360 or PlayStation 3.

As reported in findings from research firm Frank N. Magid Associates, 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. 5.5 million homes introduced HDTV during the holiday and Super Bowl season. 3 million homes added  a second HDTV during the same period.

"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 VP of Magid Media Futures.

While a growing number of homes may have televisions capable of displaying at least a 720p picture, some are still feeding their HDTVs standard definition signals. "However owning an HDTV set and actually viewing HD are still two very different pursuits for many," added Baldwin.

70 percent of HDTV owners have some form of access to high-definition content, while the remaining 30 percent cite costs and a limited number of channels available in high definition as reasons for not making the jump.

Three in ten households intends to purchase a new television, many of those HD capable, within the next year. Nearly a quarter of those who do not own an HDTV currently expressed that they feel it is important to be able to watch the 2008 Summer Olympic Games in high-definition.

Magid said that it conducted this online research among 1,235 consumers nationally representative of the U.S. online population, age 21 and over.

"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, Magrid VP and managing director.

Product price and mass market adoption of HDTVs are inversely related. Thanks to value-oriented brands such as Vizio, which has overtaken traditional electronics giants such as Sony and Samsung in sales, consumers are finding the jump into high-definition more affordable than expected.

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By Murst on 4/25/2008 1:57:26 PM , Rating: 2
A random sample of 1235 households out of 80 million (or however many there are) can get you a pretty good indication (that is, low margin of error) of whatever you're trying to measure.

The key really is that the sample is truly random ( it does not favor one group over another). For example, many studies that are done for voting trends may be significantly off because the pollers do not have access to all potential voters. However, even those studies are in most cases pretty accurate, although certainly not as accurate as they could be.

By Kenenniah on 4/25/2008 2:14:48 PM , Rating: 2
Except that it is targeted at one group...the US online population. It completely ignores 29% of the country, and at a guess I would assume that non online households are less likely to have HD also.

By Murst on 4/25/2008 2:22:29 PM , Rating: 2
Yeah, the fact that the study was not truly random may have a pretty big impact on the findings. I guess another study would be needed to prove that households that are not "online" are less likely to have HD than "online" households. :)

BTW, I actually know of people who don't have a Internet connection but have an HD TV, although it would certainly make sense that more people w/ i-net access would have HD TVs... although who knows, it may be the other way around. You could argue that people who don't spend money on the internet have more dispoasable income to spend on HD TVs :)

One could argue about this all day, but w/o doing a study on it, there's really no finding out.

"Paying an extra $500 for a computer in this environment -- same piece of hardware -- paying $500 more to get a logo on it? I think that's a more challenging proposition for the average person than it used to be." -- Steve Ballmer

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