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High-definition television (HDTV) delivers superior picture quality to consumers who have upgraded their television sets, but only a small percentage of programming is available in the new format. This report takes a look inside the living rooms and minds of more than 500 early HDTV adopters to determine what they like and dislike about the high-definition experience. Respondents were asked about TV-set purchase factors, usage habits, and high-definition programming preferences.
When existing HDTV users were asked to rate the importance of seeing various types of TV content in high definition, both males and females chose movies as the most important. Men rated sporting events a close second, while women rated drama TV series marginally higher than sports (see figure). Among the types of TV series respondents were asked to rate, reality shows came in last, although still well ahead of TV commercials.
List of Figures:
1. Respondent Demographics
2. Length of HDTV Ownership, by Household Income
3. Type of HDTV
4. HDTV Screen Size
5. HDTV Resolution, by Respondent Gender
6. HDTV Video Input Connection, by Respondent Gender
7. Audio Speakers for HDTV, by Household Income
8. Type of Store Where HDTV Was Purchased, by TV Type
9. Importance of Store Characteristics When Purchasing HDTV
10. Importance of HDTV Model Characteristics When Purchasing
11. Room Where HDTV Is Located, by Respondent Age
12. Have Computer in the Same Room with HDTV, by Respondent Age
13. Main Method of TV Reception in HDTV Households
14. Percent of HDTV Users with Digital Video Recorders, by TV-Reception Method
15. Percent of DVRs Capable of Recording in High Definition, by TV-Reception Method
16. Prerecorded DVDs Owned by HDTV Users
17. Prerecorded CDs Owned by HDTV Users
18. Weekly Hours Spent Watching TV by HDTV Users
19. Breakdown of TV Time among HDTV Users, by DVR Usage and Premium-Channel Subscription
20. Percent of TV Programs Watched in Prior 30 Days That Were in High Definition
21. Importance of HDTV Characteristics
22. Importance of Watching Program Types in High Definition, by Respondent Gender
23. Satisfaction with HDTV Channels and Programs
24. Satisfaction with TV-Watching Experience Before and Since Having an HDTV
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