Consumers Expect to Continue Spending on HDTVs

As one of the biggest TV-​viewing events of the year approaches,  Super Bowl 44, retailers and manufacturers may wonder if the market for HDTVs holds any potential for growth. A study by the Leichtman Research Group indicates that while 50% of U.S. households currently have an HDTV, a sizeable portion of consumers still has an interest in making this purchase – sooner rather than later. Not surprisingly, purchase plans are somewhat linked to age demographics.

Here’s how the findings break out when it comes to consumers who are somewhat or very likely to purchase an HDTV in the next 3 months:

  • Ages 18–24: 37%
  • Ages 25–34: 35%
  • Ages 35–54: 16%
  • Ages 55+: 15%
  • Average of all households: 22%

Ownership of high-​tech entertainment gadgets is also correlated to household incomes. For consumers with household incomes exceeding $75,000, the ownership rates of HDTVs and DVRs are 61% and 54% respectively. That figure drops substantially for consumers with household incomes below $30,000. So while consumers are hearing about the next product innovation, 3DTV, it seems that marketers can still find customers in the HDTV market. Expect marketers to launch ad campaigns during this busy week preceding game day.

[Source: Entertainment Marketing Letter, EPM Communications, January 15, 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.