HDTV catching on


A study by the Cable & Telecommunications Association for Marketing (CTAM) shows that over half of all television households now own a high-definition television, a dramatic increase over the 2008 figure and well over double the percentage of 2007. The current number sits at 53%, compared to 35% and 23% over the two previous years.

There was also an uptick in the purchase of large screen TVs, defined as those with a screen 32” or larger. 59% had such a set in 2009, compared to 52% in 2008 and 44% in 2007.

The study noted that people on the move often use the occasion to upgrade their home entertainment equipment – 26% people changing residences in 2009 are likely to acquire an HDTV set, compared to only 16% of those staying put.

Research firm CENTRIS conducted the telephone survey on behalf of CTAM.

Here is a chart showing the penetration rate of numerous electronic products.

Equipment 2008 2009
DVD (net) 87% 88%
Console DVD 79% 80%
PC DVD ROM 44% 48%
VCR 77% 75%
Cell phone 75% 78%
PC DVD ROM 71% 71%
Large screen TV 52% 59%
HDTV set 35% 53%
Home theater system 20% 20%
Video game system 40% 40%

RBR/TVBR observation: It had been expected that 2009 would be a good year for electronics retailers, fueled by the DTV conversion. It wasn’t, really, thanks to the tanking economy, but watch for the industry to enjoy a slow bounce back as consumers gradually catch up and upgrade their in-home equipment as their family cashflow and confidence in the future bounce back.