HDTVs Now in 33% of U.S. Households, Nielsen Finds

A Nielsen survey conducted in February 2009 finds that "slightly more than one-third" of U.S. households have at least one HDTV.

According to Nielsen, 29.2 percent of households owned at least one HDTV in November 2008 and only 19.3 percent back in February 2008.

"HD TV: The Picture is Getting Clearer" (pdf) found that despite the higher penetration number of HDTVs, somewhat fewer homes (28.8 percent) receive HD programming. A separate Nielsen reports says HDTVs were the most popular home entertainment purchase during the holidays.

The Leichtman Research Group (LRG) released a similar study in November 2008 that placed HDTV penetration at 34 percent of households.

The Nielsen report provides more numbers than anyone would ever want to know. It even delves into the most common room HDTVs are placed:

• About 67 percent are located in the living or family room
• If there is more than one HDTV in the home, the second set is usually in the master bedroom

Overall, the average house has about 2.6 TVs. That seems to indicate that old SDTVs are being relocated rather than thrown away.

"It's clear that despite the current economic climate, HD remains on course to become the benchmark in TV viewing," says Steve McGowan, senior VP, insights and client research initiatives, Nielsen.

"As prices of HDTVs continue to fall — a trend that might accelerate in the current environment — and circumstances such as the digital transition create new opportunities to promote the sets and programming, HDTV will continue to gain a greater foothold in U.S. television homes."