A study by the Cable & Telecommunications Association for Marketing (CTAM) shows that over half of all television households now own a high-definition television, a dramatic increase over the 2008 figure and well over double the percentage of 2007. The current number sits at 53%, compared to 35% and 23% over the two previous years.
There was also an uptick in the purchase of large screen TVs, defined as those with a screen 32” or larger. 59% had such a set in 2009, compared to 52% in 2008 and 44% in 2007.
The study noted that people on the move often use the occasion to upgrade their home entertainment equipment – 26% people changing residences in 2009 are likely to acquire an HDTV set, compared to only 16% of those staying put.
Research firm CENTRIS conducted the telephone survey on behalf of CTAM.
Here is a chart showing the penetration rate of numerous electronic products.
| Equipment | 2008 | 2009 |
| DVD (net) | 87% | 88% |
| Console DVD | 79% | 80% |
| PC DVD ROM | 44% | 48% |
| VCR | 77% | 75% |
| Cell phone | 75% | 78% |
| PC DVD ROM | 71% | 71% |
| Large screen TV | 52% | 59% |
| HDTV set | 35% | 53% |
| Home theater system | 20% | 20% |
| Video game system | 40% | 40% |
| Source: CTAM/CENTRIS |
RBR/TVBR observation: It had been expected that 2009 would be a good year for electronics retailers, fueled by the DTV conversion. It wasn’t, really, thanks to the tanking economy, but watch for the industry to enjoy a slow bounce back as consumers gradually catch up and upgrade their in-home equipment as their family cashflow and confidence in the future bounce back.
