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Income linked to HD adoption, awareness

Thu, 06/05/2003 - 8:00pm
Jeff Baumgartner

Consumer adoption of high-definition television (HDTV) in the U.S. has jumped 4 percent as prices for HD-capable sets continue to fall, Leichtman Research Group reported, citing a survey of 1,250 randomly selected homes.

Despite those falling costs, HD sets remain most attractive to those with deeper pockets. To wit, LRG also found that current HDTV owners have a household income 73 percent above average, and that those most likely to buy an HD set in the next year have incomes 54 percent above average.

Income levels are apparently also linked to exposure and awareness of the technology. Broken down by those with annual incomes greater and less than $75,000, LRG found that 89 percent of those on the "greater than" side said they have heard of HDTV, while 69 percent of those below that mark said they have heard of the technology.

DBS subscribers also appear to be more ready for HD or aware of it than their cable counterparts. Of those surveyed, LRG noted that 9 percent of DBS subs in areas where cable TV is available said they are currently own an HD-capable set, compared to 4 percent of cable subs. Another 13 percent of DBS subs said they are "very familiar" with HD, while only 8 percent of cable subs could said the same.

LRG forecasts that there will be 33 million HD-capable homes in the U.S. by the end of 2007.

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