12.17.2007 — Nearly one-third of non-HDTV households intend to purchase an HDTV in the next six months, and those who intend to buy are looking more "mainstream," according to research from The Diffusion Group.

"HDTV intenders" who are also likely to purchase a high-def DVD player in the next six months say that they prefer HD DVD to Blu-ray, 43 percent to 27 percent. The other 30 percent are undecided.

These intenders have demographics considered more "mainstream" by The Diffusion Group -- younger, single, more ethnically diverse and lower household incomes than current HDTV owners.

"The next wave of buyers is comprised of early mass-market consumers, a much larger segment with a focus on practical considerations such as price," says Michael Greeson, president and principal analyst with The Diffusion Group.

"Today's high-def DVD owner is likely an early adopter with a knack for power gaming; most certainly tech-sophisticates not at all mainstream in temperament."

The Diffusion Group expects that the next wave of high-definition DVD buyers will be more price sensitive than early adopters and are likely to favor HD DVD. The first wave -- early adopters -- show a preference for Blu-ray, according to the group.