After a slow start High Definition Television (HDTV) is winning the hearts and minds of US consumers and will enjoy rapid market share growth over the next five years, research published today has predicted.

According to the study by Jupiter Research, HDTV sets, which made up 21 per cent of overall TV sales at the end of 2004, will rise to account for 70 per cent of overall TV sales by the end of 2010. Additionally, 63 per cent of US households will have an HDTV set by 2010.

"After a slow start, HDTV is beginning to generate real consumer appeal. We attribute this to the increase availability of HD content as well as the growing number of HD sets available at retail," said Joni Blecher, associate analyst at Jupiter Research.

"Consumers traditionally think of TV purchases as a long term investment and are seeking a replacement in the home that has longevity and will work with the future digital TV standards."

The report analysed the multiple display technologies that support HDTV, including plasma, LCD, direct-view CRT and projection. It forecasts that LCD flat screens and projection displays will make up the majority of US sales by 2010.

"We are forecasting a steady increase in HDTV unit sales over the next five years," said David Schatsky, senior vice president of research at Jupiter Research.