New consumer research from Leichtman Research found that about one-quarter of households in the United States have at least one television set capable of receiving high definition programmingâ€“ essentially double the penetration of HDTV of two years ago. Yet, consumer confusion related to high definition programming and products remains strong.
LRG's latest HDTV research found that:
While over three-quarters of HDTV owners believe that they are watching HD programming, LRG estimates that about 53% of all HD households are actually watching HD programming from a multi-channel video provider (cable, DBS or a telco), and about 4% are watching HD programming via broadcast-only – leaving about 20% of those with an HDTV erroneously thinking that they are watching HD programming when they are not.
Just 41% of HDTV owners say that they were told how to receive HD programming when they purchased their set.
About 40% of HDTV owners, and over 20% of all adults, believe that their household currently has a high definition DVD player – a figure that, if accurate, would represent a much greater total than the number of high definition DVD players actually sold to date.
These findings are based on a survey of 1,300 households throughout the United States, and are part of a new LRG study, HDTV 2007: Consumer Awareness, Interest and Ownership.