Study Finds Two-Thirds of U.S. Homes Have HDTVs

Still watching shows on a standard-definition CRT? Market research firm ORC says you're behind the times: two-thirds of U.S. households have HDTVs.

A new study from ORC—also known as Opinon Research Corporation—finds that nearly two-thirds of U.S. households now have an HDTV, and another 12 percent are looking to purchase one in the next two years. If the numbers are accurate and the forecast bears out, that means that in 2013 about three out of four American households will have upgraded to HDTV—something that movie and television producers—as well as consumer electronics companies—will be delighted to hear.

“As movie studios, cable and satellite operators, and broadcast networks offer more and more high definition programming, consumers are responding by upgrading to high-definition televisions,” said ORC VP Manuel Flores, in a statement. “While purchase intention over the next 24 months looks promising, the economy remains a major hurdle to sustainable growth.”

However, ORC also found that the potential for 3D TV isn’t much of a blip on consumers’ buying radars: despite all the hype over 3D technology at this year’s CES show in Las Vegas, only five percent of survey respondents said they plan to buy a 3D-capable television in the next two years.

American consumers also seem to like Sony: some 43 percent of respondents associate Sony with high-quality HDTVs, head and shoulders (and waist) above other brands: only 11 percent of U.S. consumers associated Samsung with high quality HDTVs, and the numbers go down from there: Panasonic got 5 percent nod, Vizio managed 4 percent, Phillips and LG 3 percent, and everyone else managing two percent and one percent votes for high quality HDTVs.

ORC did not reveal the methodology for its survey.