More Than Half Of U.s. Households Own A Digital Television

[Tom Robertson]

Consumer Electronics Association (who hosts CES in Vegas next month):“I am proud to announce our nation has hit this digital milestone. With 50 percent of U.S. homes able to experience the reality of digital television, we have crossed a critical threshold,” said Gary Shapiro, president and CEO of CEA. “2008 will continue to demonstrate the growth and success of DTV, with nearly 32 million units forecasted to ship. Consumers are particularly keen to add HDTV to their homes, with high definition expected to account for 79 percent of total DTV shipments in the U.S in 2008.”

The rest of the article: http://www.cesweb.org/press/news/rd_release_detail.asp?id=11425

Happy HD New Year!
Tom

[harsh]

Consumer Electronics Association (who hosts CES in Vegas next month):I'm dubious. I'm thinking that the number is less than 30%.

[Tom Robertson]

The previously reported numbers had been in line with about 30%. Since ATSC has been required since March and with Christmas sales, I'm guessing that made up the difference. Quicker than I would have expected.

[harsh]

The previously reported numbers had been in line with about 30%.I always try to keep in mind who is offering the numbers. The CEA is highly motivated to convince people that they need to buy new equipment.

I'm sure there are enough units out there to place them in 50% of the households, but the number of people who have cable and satellite (and don't need nor use their digital tuners) suggests to me that the penetration isn't a solid vote for DTV.

[Stuart Sweet]

The press release does not seem to give their research method. This makes me wonder if they are simply dividing the number of households by the number of TVs. This would be seriously skewed.. I have two DTVs and I'm sure I'm not the only one.

[Tom Robertson]

We will just have to ask at CES. :)

[Jim5506]

You are reading more into the statement than what he said.

"50 percent of U.S. homes able to experience the reality of digital television" does not say that 50% of American households have digital TV. Take the 30% figure you support and add other means of digital reception, like Dish and DirecTV, you easily get 50%.

JMHO - the spinmeisters strike again.

[harsh]

You are reading more into the statement than what he said.You're ignoring what was said. The article makes repeated references to DTV which is very specific and limited to OTA digital broadcast according to ATSC standards.Take the 30% figure you support and add other means of digital reception, like Dish and DirecTV, you easily get 50%.Neither DISH Network, DIRECTV nor terrestrial distribution (CATV) utilize or produce DTV in the U.S. Gummint sense of the term.

[tonyd79]

I can believe the number. It doesn't say using digital OTA. Everytime I go into any store that sells TVs, I see people buying. Since all sets are digital anymore, those sets have to go somewhere. There are a lot of TV sales out there.

Of the people I know what kind of TV they have (friends, family) the digital penetration is probably closer to 80%.

Does the number have any significance in terms of ATSC? Not really. Most I know that have digital capable TVs have cable or satellite as their source.

Put it this way, it is easily believable that we went from 30% to 50% in about a year. That means 1 in 5 households bought at least 1 TV in the past year and got digital because that is what is available. Just churn of TVs would give you 10-20% new households with a new TV. Then you have those who are deliberately buying HD. Not that hard a number to believe.

[harsh]

Since all sets are digital anymore, those sets have to go somewhere. There are a lot of TV sales out there.Do you see any of those $200+ 15" TVs flying out the door? Do you see any of the $100+ recorders moving through the checkstands?Of the people I know what kind of TV they have (friends, family) the digital penetration is probably closer to 80%.Among those I run with, it is about 10%. I think there are five digital televisions in three out of 30 households. All of us with DTV capable televisions have satellite or cable and I'm the only one with an OTA antenna.Does the number have any significance in terms of ATSC? Not really. Most I know that have digital capable TVs have cable or satellite as their source.I think this is key to interpreting the claim.

[n3ntj]

I also doubt this.. I am in different people's houses every day and I'd say the number is approx. 25~30% of households with at least one HDTV.

[csgo]

I also doubt this.. I am in different people's houses every day and I'd say the number is approx. 25~30% of households with at least one HDTV.

Just keep in mind that DTV does not mean HDTV.

[ApK]

“I am proud to announce our nation has hit this digital milestone. With 50 percent of U.S. homes able to experience the reality of digital television"

That's all he said regarding that particular statistic. He said nothing about HD, he said nothing about ATSC. Nothing even about the DTV standard in that sentence.

50% of households will still get get programming if analog is turned off today. That's all he's saying. All sources, for whatever reason.

[Tom Robertson]

In the original article, that I didn't not quote fully (tho I now realize I could have), it is clear that 50% of households have a digital TV.

Since it is a press release, I'll quote it fully here:Press Release Detail
MORE THAN HALF OF U.S. HOUSEHOLDS OWN A DIGITAL TELEVISION

Milestone of 50% DTV Penetration Arrives as the 2008 International CES Showcases DTV Innovations

Arlington, Virginia - 12/28/2007

More than 50 percent of U.S. households now own a digital television (DTV), according to new research released today by the Consumer Electronics Association (CEA)®. As the nation transitions to digital television, consumers are adding DTV to their homes at a record pace.

“I am proud to announce our nation has hit this digital milestone. With 50 percent of U.S. homes able to experience the reality of digital television, we have crossed a critical threshold,” said Gary Shapiro, president and CEO of CEA. “2008 will continue to demonstrate the growth and success of DTV, with nearly 32 million units forecasted to ship. Consumers are particularly keen to add HDTV to their homes, with high definition expected to account for 79 percent of total DTV shipments in the U.S in 2008.”

According to new CEA sales projections, manufacturers will post 11 percent revenue growth, to over $25 billion, from sales of digital televisions in 2007. CEA also forecasts 13 percent revenue and 17 percent unit sales growth for digital television in 2008.

This strong sales growth of DTV is reflected on the show floor and in conference sessions at the 2008 International CES®, the world’s largest consumer technology tradeshow, running January 7 - 10 in Las Vegas, Nevada. DTV and related products are prevalent throughout the record-setting 1.8 million net square feet of show floor space. Exhibitors are showcasing the world’s largest flat panel displays, next generation DTV products, technologies to enable consumers to view HDTV on the go and a host of other new products and technologies. In addition to the 2,700 exhibits on the show floor, DTV will be a hot topic at multiple events and conference sessions.

On Saturday, January 5 at 2:00 p.m. in The Venetian, Bellini 2105, Steve Koenig, CEA Industry Analyst and Shawn DuBravac, CEA Economist will present a complete analysis of the state of the industry. This presentation featuring CEA’s latest market research will include key trends and forecasts for various DTV and high definition product categories.

The Conversion to Digital TV: Government Coupon Program and Retailer Participation session, Monday, January 7 at 12:00 p.m. in the LVCC North Hall, Room N254, will focus on the details around the U.S. government’s $40 converter box coupon program. Kyle Rogg, senior vice president, business development, CLC Services will present the requirements and the process for retailer participation in the program and ensure retailers understand their important role in this transition.

The Goodbye Analog, Hello DTV conference session, Monday, January 7 at 1:30 p.m. in the LVCC North Hall, Room N262, will bring together top leaders in the industry who will discuss the educational efforts underway to ensure consumers receive the necessary information to successfully transition to digital television. Moderated by Jason Oxman, Consumer Electronics Association, panelists include Acting Assistant Secretary for Communications and Information at NTIA Meredith Baker; Debra Berlyn, AARP; Jonathan Collegio, National Association of Broadcasters; Catherine Seidel, FCC; Rob Stoddard, National Cable and Telecommunication Association; and Tony Wilhelm, NTIA.

In a one-on-one conversation on Tuesday, January 8, at 10:30 a.m. in the LVCC North Hall, Room 255-257, FCC Chairman Kevin Martin and CEA’s Gary Shapiro will discuss their thoughts on the digital television transition, cable compatibility, spectrum allocation and other issues critical to the consumer electronics industry.

For more information about the 2008 International CES, please visit www.CESweb.org.

About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $148 billion U.S. consumer electronics industry. More than 2,200 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion and the fostering of business and strategic relationships. CEA also sponsors and manages the International CES - Where Entertainment, Technology and Business Converge. All profits from CES are reinvested into CEA's industry services. Find CEA online at www.CE.org.

Happy HD New Year!
Tom

[ApK]

In the original article, that I didn't not quote fully (tho I now realize I could have), it is clear that 50% of households have a digital TV.

Since it is a press release, I'll quote it fully here:

Happy HD New Year!
Tom


That appears to be a case of an under-informed copy writer using imprecise, misleading language. Would NOT be the first time.

[Tom Robertson]

Or was it Gary Shapiro being a bit loose with his terms in the first sentence of his quote and less so in the rest? There too he more clearly is talking about HDTV, not cable or satellite forms of digital.

Of my parents, siblings, and children, 3 of 10 do not have HDTV. (I'm the only one with multiple HDTVs, mostly because I retired several elderly SD TVs in the last move.)

Happy New Year!
Tom

[n3ntj]

Just keep in mind that DTV does not mean HDTV.

Yeah, good point, but I think most people with digital TVs have HDTV capable units.

[Tom Robertson]

It seems that for the purposes of this discussion and February 17, 2009 the criteria is "will I still be able to watch TV?" not so much the is it HD either in source or display.

Over time, people will choose for themselves if they want HD capability. :)

Happy New Year!
Tom