Most people with HD TVs do not watch “true HD”.
Broadcasting & Cable (among others) are reporting a Neilsen report that:
New Nielsen data shows that more than three-quarters of all U.S. homes have HD TVs, up 14% from last year, and that nearly 40% of homes have multiple HD sets. Yet the same data shows that most viewing is still taking place in standard definition.
In May 2012, 61% of all primetime viewing was done on an HD set, but much of that viewing was of standard definition feeds, according to Nielsen. During that month about 29% of English-language broadcast primetime viewing and 25% of cable prime viewing was in “true HD,” the study found.
For “true HD” viewing to occur, the HD set must be connected to an HD signal and the set needs to be tuned to a HD channels.
So 75% of homes have HD sets but only 29% of viewing is done in HD. That parallels exactly my own observations about the use of HD on HD sets! I interpret that to mean that to mean 29/25% of the total audience, so about half those with HD sets do not watch HD on them. I’ll bet a lot of those folk don’t even realize they’re not watching HD, partly because the scalers in modern TVs and computers do an excellent job of faking the bigger image, and people sit back far enough that they don’t need the resolution HD provides.