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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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RE: Waiting for OLED.
By Ananke on 4/28/2008 8:07:49 PM , Rating: 2
Pricing of newer HDTV consumer electronics is very similar to do mass marketing Cadillac Escalade :). Yes, you can afford it if you finance, eventually refinance with your house as collateral, and after that lose everything and be left on the street. Just the scale of expence is 4-5 times smalller, but essentially the same.
My point, HD is breathtaking technology, but majority of USA population don't have the discretionary income to buy the HD technology. And time of economic disturbances, i.e. recession, only enbold this issue.
I like the technology, I don't like being enslaved by Comcast or tel-cos to pay hundreds monthly for so-so HD broadcast. And this situation will not change soon, since no perfect competiotion exists in the HD and Broadband USA market. It is up to the governemnt and FCC, and obviously they don't like to guarant competition. That's why Asian electronics markets will keep developing faster than the American.
What I was thinking, it is much smarter way to go with 22-24" monitor on a gaming PC and enjoy HDTV. However enthisiast PC gamers are very small percentage of the consumer market. So, companies are pushing HDTV sales with games, i.e. PlayStation3. Now my question is, are 25% of the Americans going to sched $1500 for TV+PS3+GTA4? Many want /intend :)/, but few can afford. This survey doesn't have fundamentals, it is meaningless.


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