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Household penetration of HDTV sets is rising to the point where 2005 could be the year that the nascent technology makes the jump from early adopters into the mass market. However, many obstacles lie in the path of broad consumer purchase of HDTV, most notably the lack of compelling reasons to buy one immediately when the average household already owns multiple TV sets, and HDTV prices are still transitioning from the luxury domain into the affordable realm.
This report discusses the findings of Lyra's DTV View survey of more than 900 consumers, examining what would motivate mass-market households to buy an HDTV, how likely they would be to buy one in 2005, and who would be most likely to buy one. Included are questions regarding current usage and ownership of TV sets and various home-entertainment technologies that might impact HDTV purchase intentions, satisfaction with existing TV sets, awareness and experience with HDTV, and likely sources for shopping and researching of HDTV purchases. Results are cross-tabulated by demographic and technographic traits. HDTV manufacturers, retailers, television programmers, advertisers, and financial analysts are among those who will be interested in the findings presented in this report. 53 pages, including 47 figures.
List of Figures:
1. Respondent Demographics
2. Respondent Technographics
3. Existing TV-Set Ownership, by Home Owners versus Renters
4. Existing TV-Set Ownership, by Household Income
5. Rooms Where TV Sets Are Located*
6. Location of Primary TV Set in Household
7. Location of Primary TV Set, by Household Income
8. Size of Primary TV Set
9. Respondents with 50-Inch or Larger Primary TV Set, by Household Income
10. Technology Type of Primary TV Set in Household (CRT, LCD, etc.)
11. Technology Type of Primary TV Set in Household, by Household Income
12. Age of Primary TV Set
13. Price of Primary TV Set
14. Price of Primary TV Set in Household, by Household Income
15. Overall Satisfaction with Picture Quality and Performance of Respondents' Primary TV Set
16. Awareness of HDTV, by TV-Reception Method (cable, satellite, etc.)
17. Awareness of HDTV, by Size of Existing Primary TV Set
18. Awareness of HDTV, by Price of Existing Primary TV Set
19. Percent of Respondents Who Have Seen HDTV, by Size of Existing Primary TV Set
20. Percent of Respondents Who Have Seen HDTV, by Price of Existing Primary TV Set
21. Percent of Respondents Who Have Seen HDTV, by DVR Ownership
22. Percent of Respondents Who Have Seen HDTV, by Gender
23. Percent of Respondents Who Have Seen HDTV, by Household Income
24. Reported Household Ownership of HDTV
25. Reported HDTV Ownership, by Household Income
26. Means of Receiving HDTV Programming among HDTV-Set Owners
27. Importance of Information Sources if Buying HDTV Set, by Respondent Gender
28. Stores Likely to Visit if Shopping for HDTV, by Respondent Gender
29. Stores Likely to Visit if Shopping for HDTV, by Household Income
30. Store Where Most Likely to Purchase HDTV Set, by Respondent Gender
31. Store Where Most Likely to Purchase HDTV Set, by Household Income
32. Likelihood of Visiting Store's Web Site Prior to Visiting Retail Store if Shopping for HDTV
33. Importance of Reasons for Buying New HDTV
34. Agreement with Statement, ""Prices of HDTV Sets Are too High""
35. Agreement with Statement, ""Prices of HDTV Sets Are too High,"" by HDTV Ownership
36. Agreement with Statement, ""Regular Television [Standard Definition] Is Good Enough""
37. Agreement with Statement, ""I Don't Need Another TV Set""
38. Agreement with Statement, ""Not Enough Programming Is Broadcast in High Definition""
39. Factor Most Likely to Motivate Purchase of HDTV Set
40. Factor Most Likely to Motivate Purchase of HDTV Set, by Household Income
41. Item Most Likely to Purchase at Same Time as HDTV Set, by Respondent Gender
42. Likelihood that Next TV-Set Purchase Will Be an HDTV
43. Likelihood that Next TV-Set Purchase Will Be an HDTV, by HDTV Ownership
44. Likelihood that Next TV-Set Purchase Will Be an HDTV, by Size of Current Primary TV Set
45. Likelihood of Buying HDTV Set in Next 12 Months
46. Likelihood of Buying HDTV Set in Next 12 Months, by Household Income
47. Likelihood of Buying HDTV Set in Next 12 Months, by Satisfaction with Current Primary TV Set
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