According to the LRG eleventh annual study on HDTV, HD has become more prominent in US households in recent years. (1st Q, 2014) HDTV sets may now be ubiquitous, but the majority of the growth of HDTV has come in just the past five years, and there is still room for progress.
The ways that Americans watch television have significantly changed over the past few years as much attention is deservedly paid to the proliferation of new viewing opportunities on smaller, more mobile, screens, like computers, tablets, and smartphones. Yet, at the same time that these platforms have emerged, TV sets themselves have also been improving with the rise of HDTV.
Television’s Changing Face
Households with an HDTV
Households with multiple HDTVs
HDTVs as percent of all TV sets
Source:LRC Research, April 2014
Interpreting the chart:
The number of non-HDTV sets is likely to diminish over the next few years, says the report, as about one-fifth of all households purchase new TV sets each year. In each of the past ten years, between 20%-22% of those surveyed said that their household purchased a new TV set in the past twelve months.
Recent studies, however, have found that the time spent per day watching traditional TV among all adults is virtually unchanged over the past five years. Consumers cite the improved picture quality of HDTV as (by far) the most important reason for getting an HDTV, and it is helping to keep people watching TV as much as ever before. For many, the new smaller-screen platforms represent additional outlets for in-home viewing (and, less commonly, for watching video away from home), but television sets generally remain the screen of choice.
In 2008, ESPN researchers first coined the term “Best Available Screen.” The concept behind this term being that, while consumers are “using different media platforms at different times and in different places for different purposes, they are choosing the best available screen for their location.” While viewing options have grown over the past few years, and consumers have more screens to watch, the Best Available Screen for the content in the home remains the TV set.
For more on the LRG Research Notes, please visit here.