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Fall 2007 HDTV Study Results

Study Title: Fall 2007 HDTV Study
Start Date: 5 Nov, 2007
End Date: 4 Dec, 2007
Respondents: 1772

If you wish to republish any of this data, please reference the "Fall 2007 HDTV Study" and "HDTV Magazine", with appropriate links to the study results page and our web site, respectively.

1. How many HDTVs do you own?

1
812 - 45.8%
2
544 - 30.7%
3 or more
334 - 18.8%
None
82 - 4.6%


2. What type(s) of HDTVs do you own?

CRT (Non-Projection)
319 - 12.5%
CRT (Rear Projection)
358 - 14.0%
CRT Projector
20 - 0.8%
LCD (Non-Projection)
785 - 30.8%
LCD (Rear Projection)
168 - 6.6%
LCD Projector
70 - 2.7%
Plasma
341 - 13.4%
DLP (Rear Projection)
312 - 12.2%
DLP Projector
63 - 2.5%
LCoS (SXRD, D-ILA, etc)
116 - 4.5%


3. What are the sizes of your HDTVs?

< 25"
211 - 7.6%
25 - 29"
193 - 6.9%
30 - 35"
471 - 16.9%
36 - 40"
294 - 10.6%
41 - 45"
354 - 12.7%
46 - 50"
426 - 15.3%
51 - 55"
249 - 8.9%
56 - 60"
215 - 7.7%
61 - 65"
204 - 7.3%
66 - 70"
23 - 0.8%
> 70"
146 - 5.2%


4. What type(s) of HD content do you watch most?

Concerts
304 - 5.9%
Educational & Documentaries (Discovery, PBS, etc.)
854 - 16.5%
News/Weather
376 - 7.3%
Primetime TV (Lost, CSI, etc.)
1186 - 22.9%
Recorded Movies (HD DVD, Blu-ray, etc.)
603 - 11.6%
Sports
1023 - 19.8%
Televised Movies (HBO, etc.)
771 - 14.9%
Other (please specify)
61 - 1.2%


5. How do you receive your HD programming?

Over the air antenna
792 - 31.6%
DirecTV Satellite
475 - 18.9%
Dish Network Satellite
576 - 23.0%
Other Satellite
49 - 2.0%
Time Warner Cable
113 - 4.5%
Comcast Cable
187 - 7.5%
Other Cable
200 - 8.0%
Verizon FIOS
25 - 1.0%
AT&T U-verse
5 - 0.2%
Internet (downloads, video netcasts, etc.)
72 - 2.9%
I don't receive any HD programming
13 - 0.5%


6. Do you have a DVD player or television that up-converts standard DVD to high-definition?

Yes
971 - 55.4%
No
737 - 42.0%
Don't Know
45 - 2.6%


7. If you do up-convert, is the picture quality of your up-converted DVD content good enough, or will you be upgrading to a next-generation format when the time is right?

Good enough
250 - 15.4%
I will upgrade
709 - 43.6%
Not sure
122 - 7.5%
I don't up-convert
544 - 33.5%


8. Which next-generation format have you invested in?

HD DVD
341 - 19.7%
Blu-ray
160 - 9.3%
Both
209 - 12.1%
Neither
1018 - 58.9%


9. If you have not yet invested, which way are you leaning?

HD DVD
470 - 33.4%
Blu-ray
377 - 26.8%
Both
217 - 15.4%
Neither
342 - 24.3%


10. In deciding between HD DVD and Blu-ray, what are the most important factors to you?

Picture Quality
1009 - 22.3%
Audio Quality
516 - 11.4%
Price
1014 - 22.4%
Titles Available
824 - 18.2%
Brand (Manufacturer)
230 - 5.1%
Max size of media
161 - 3.6%
Compatibility
460 - 10.2%
Other (please specify)
125 - 2.8%
Special Features (PIP, Downloadable Content, etc.)
178 - 3.9%


11. Are you planning on purchasing a next-gen DVD player within the next 6 months?

Yes, HD DVD
333 - 19.9%
Yes, Blu-ray
254 - 15.2%
No
1088 - 65.0%


12. Are you aware of this cutoff of analog terrestrial services?

Yes
1714 - 98.3%
No
29 - 1.7%


13. Do you have any analog televisions sets that receive over-the-air signals?

Yes
617 - 35.4%
No
1118 - 64.1%
Not sure
9 - 0.5%


14. Are you aware that you will need a converter for any analog television sets if you wish to continue to receive over-the-air signals?

Yes
1700 - 98.1%
No
33 - 1.9%


15. If you still plan to have one or more analog television sets after the cut-off date, how much would you be willing to pay for a converter box to continue to receive over-the-air signals?

A. Nothing.
889 - 57.1%
B. Up to $5
67 - 4.3%
C. Up to $10
130 - 8.3%
D. Up to $15
57 - 3.7%
E. Up to $20
415 - 26.6%


16. In your opinion, why is this analog-to-digital transition taking place? A. Manufacturer’ have forced digital technology on North America in order to sell more products B. Broadcasters feared competition from cable and satellite which could be met on

Other (please specify)
102 - 5.9%
A
57 - 3.3%
B
61 - 3.5%
C
1018 - 58.5%
D
385 - 22.1%
E
116 - 6.7%


17. Would you classify yourself as an Early Adopter (One who embraces new technology before most others)?

Yes
1160 - 67.0%
No
571 - 33.0%


18. If you are not an Early Adopter, how long do you usually wait to buy?

1 Month
83 - 8.6%
3 Months
101 - 10.5%
6 Months
338 - 35.2%
1 Year or more
439 - 45.7%


19. When it comes to home entertainment electronics, where do you prefer to shop and buy?

Shop in-store, Buy in-store
456 - 26.3%
Shop in-store, Buy on-line
238 - 13.7%
Shop on-line, Buy in-store
682 - 39.4%
Shop on-line, Buy on-line
356 - 20.6%


20. When it comes to home entertainment electronics, how important is it to see/hear the product in person before buying? A. Not important B. Sometimes important, it depends on the product C. Very important, I rarely buy without trying first

A
63 - 3.6%
B
875 - 50.5%
C
793 - 45.8%


21. Which is more important to you?

Quality of HD programs
1391 - 80.6%
Quantity of HD programs
335 - 19.4%


22. Regarding "Quality", which is more important to you?

Technical Quality (Picture/Audio)
1029 - 59.8%
Content Quality (Compellingness)
692 - 40.2%


23. When finding programs to watch on television, which of the following statements best describes you? A. I watch only HD programming B. I prefer HD programming, but there are some shows I like that are not available in HD C. HD doesn't matter, I watch

A
170 - 9.9%
B
1380 - 80.0%
C
174 - 10.1%


24. As it relates to high definition, what interests you most?

News
340 - 4.9%
Articles
264 - 3.8%
Programming
826 - 12.0%
Peer Discussion (Online Forums)
370 - 5.4%
Reviews
414 - 6.0%
Gaming
251 - 3.7%
Equipment
755 - 11.0%
Books
31 - 0.5%
Sports
866 - 12.6%
Movies
1020 - 14.8%
Broadcast/OTA
535 - 7.8%
Cable
263 - 3.8%
Satellite
813 - 11.8%
IPTV
122 - 1.8%


25. Which HD gaming console(s) do you own?

Microsoft Xbox (original)
196 - 10.4%
Microsoft Xbox 360
296 - 15.8%
Sony Playstation 3
195 - 10.4%
Neither
1189 - 63.4%


26. What other home entertainment devices do you own?

High-end Audio System
1174 - 42.6%
HD Camcorder
122 - 4.4%
HD DVR (TiVo, etc)
994 - 36.0%
Location-shift unit (Slingbox, Sony LocationFree TV, etc.)
112 - 4.1%
Apple TV
40 - 1.5%
HDPC/Media Center
316 - 11.5%


27. Approximately how much do you have invested in your home entertainment system (components, cables, media, etc)? (US Dollars)

Less than $5K
605 - 35.2%
$5K - $9K
496 - 28.9%
$10K - $14K
279 - 16.2%
$15K - $19K
108 - 6.3%
$20K - $24K
80 - 4.7%
$25K - $29K
61 - 3.6%
$30K - $39K
28 - 1.6%
$40K - $49K
12 - 0.7%
$50K or more
48 - 2.8%


28. Approximately how much do you spend annually on Movie purchases/rentals for your home entertainment system? (US Dollars)

Less than $250
903 - 52.7%
$250 - $499
497 - 29.0%
$500 - $999
187 - 10.9%
$1000 - $1999
88 - 5.1%
$2000 - $2999
23 - 1.3%
$3000 - $4999
13 - 0.8%
$5000 or more
2 - 0.1%


29. Approximately how much do you spend annually on Console Game purchases/rentals for your home entertainment system? (US Dollars)

Less than $250
1290 - 80.6%
$250 - $499
212 - 13.3%
$500 - $999
69 - 4.3%
$1000 - $1999
20 - 1.3%
$2000 - $2999
7 - 0.4%
$3000 - $4999
1 - 0.1%
$5000 or more
1 - 0.1%


30. Do you intend to purchase an HDTV within the next 6 months?

Yes
468 - 27.4%
No
813 - 47.5%
Unsure
429 - 25.1%


31. If you intend to purchase an HDTV within the next six months, which type of HDTV are you most likely to purchase?

CRT (Non-Projection)
2 - 0.2%
CRT Projector
2 - 0.2%
Plasma
192 - 16.7%
LCD (Non-Projection)
496 - 43.1%
LCD (Rear Projection)
21 - 1.8%
LCD Projector
17 - 1.5%
DLP (Rear Projection)
69 - 6.0%
DLP Projector
17 - 1.5%
LCoS (SXRD, D-ILA, etc)
70 - 6.1%
Not sure yet
266 - 23.1%


32. Which other home entertainment components and services are you planning to purchase in the next 6 months? (please select all that apply)

Satellite Service
190 - 13.7%
Cable Service
81 - 5.8%
High-end Audio System
219 - 15.8%
HD Camcorder
154 - 11.1%
HD DVR (TiVo, etc.)
200 - 14.4%
Xbox 360
105 - 7.6%
PS3
141 - 10.2%
Apple TV
34 - 2.4%
HDPC/Media Center
82 - 5.9%
Other (please specify)
182 - 13.1%


33. Have you ever visited the HDTV Magazine website? (http://www.hdtvmagazine.com/)

Yes
1332 - 77.8%
No
380 - 22.2%