Los Angeles - A new survey of U.S. consumers found that 25% of U.S. households, or 28 million, now have at least one HDTV set, and that 5.5 million households purchased an HDTV set for the first time during the 2007/2008 holiday and Super Bowl season.

Conducted by Frank N. Magid Associates, the survey additionally found that some 3 million homes added a second HDTV set during this same time frame, making for a total of nearly 10 million multiple HDTV set homes.

The penetration of HDTV sets in U.S. homes stood at 20% in September 2007.

Falling prices and the pending digital transition also saw a larger percentage of younger adults (21-34) purchasing HDTV sets over the holidays, with 18% of these saying they intended to hook them up to video game consoles.

With regard to HD programming services, the Magid survey found that 70% of U.S. HDTV owners now subscribe to such services, with the remaining 30% citing costs and a limited number of available HD channels.

The firm projected that factors driving HDTV sales in the short term will be the Olympics, and current HDTV owners: 24% who don't currently own one said they feel it will be important to watch the Olympics in HD, while nearly 40% of current HDTV owners said they play to purchase another one in the next 12 months.

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