Hagan, Perez, Schafer, Trank
The intended audience for HDTV is anyone willing and able to afford the sets.
Being that there is a deadline for the HD switch, eventually the only TV people will be
able to buy from retailers will be HDTV sets. As of November 2007, 30 million
Americans owned at least one HDTV set (Dickson, 2006, para 1) meaning that one-
fourth of the population are HD ready. According to David Lieberman’s USA Today
article from October 2006, HDTV sales have been indeed strong but mostly among
wealthier customers. The average home income of those with HDTV sets is $89,500
and 26% of those households have more than one HD set (Lieberman, 2006, para 2
From those owners, the greater majority (29%) own sets 50-59 inches big
followed by sets 40-49 inches big (27%) (Consumer Behaviors Report, 2006, page 2).
The type of programming owners like to watch are broken down as follows: Full length
movies (29%), Sports (26%), Nature, Outdoor, Travel Shows (19%), None (16%).
Network TV (7%), and Other (3%) (Consumer Behaviors Report, 2006, page 4). From
the 2,186 shoppers polled in the Consumer Behavior Report, 58% of them would like to