The Leichtman Research Group (an ex-Yankee Group analyst) put out a press release with some interesting stats on consumer HD awareness.
LRG claims that over 75% of HDTV owners believe that they are watching HD programming, but LRG estimates that "about 53% of all HD households are actually watching HD programming from a multi-channel video provider (cable, DBS or a telco), and about 4% are watching HD programming via broadcast-only - leaving about 20% of those with an HDTV erroneously thinking that they are watching HD programming when they are not." That may actually be better than previous studies, which put the number of HD delusionals at 25%.
But it doesn't stop with TV content. According to LRG, "about 40% of HDTV owners, and over 20% of all adults, believe that their household currently has a high definition DVD player." Actual HD-DVD and Blu-ray player sales penetration -- even including every last Sony PS3, whether it is being used for movies or not -- equates to single digit household penetration numbers, not 20%. I've been saying this for years now: many consumers don't think there's a problem that they need an HD format to solve for them. Even once/if the format war is resolved, the HD-DVD and Blu-ray camps will need to do some serious educational outreach / demand creation.