HDTVs form majority of sets used in US

Editor | 08-03-2014

HDTV is not just the new norm in US households but is rapidly becoming diffuse according to new consumer research from Leichtman Research Group (LRG).

The survey, HDTV XI, found that just over three-quarters (77%) of households in the United States have at least one HDTV set, and about 46% of all households have multiple HDTVs. About 72% of TV sets used in HD households are HDTVs. Including non-HDTV households, 59% of all television sets used in US households are HDTVs -- up from 34% in 2010, 18% in 2008, and 3% in 2004.

As an indication of just how quickly HDTV has grown in the US at least, five years ago LRG found that a third (34%) of US households had at least one HDTV, and barely a tenth of households had more than one HDTV.

The data from the survey also showed that HDTV owners form an attractive target audience for marketers with 88% of those with annual household incomes over $50,000 owning an HDTV. This compared with 68% of household with incomes under $50,000. Among those getting HD programming from a cable, satellite, or telco provider, the perceived mean number of channels of HD programming is 82 -- up from 42 five years ago.

Drilling deeper, LRG found that 14% of households have a Smart TV set that is connected to the Internet, including 3% of households that have more than one connected smart TV set -- connected Smart TVs account for about 7% of all television sets used in US households. Furthermore, three-tenths of US adults have heard of 4K UltraHD TV, and about a third of this group has seen such a device. About the same percentage of those who have seen a 4KTV/UltraHD TV are very interested in purchasing one, while 15% of all who have heard of 4K HDTV are very interested in ownership. Nearly a quarter (22%) of all households purchased a TV set in the past 12 months -- an annual level that has been fairly consistent for the past decade.

"At the same time that consumers are acquiring an increasing number of devices that allow them to watch video anywhere and anytime, television sets in the home are getting bigger and better," said Bruce Leichtman, president and principal analyst for Leichtman Research Group. "Nearly 60% of TV sets used in US households are now HD sets, up from less than 20% just five years ago."