According to Ofcom's latest Communications Market Report, 24 million HDTV sets were sold in the UK over the past 12 months, meaning about 20 percent of the population took home a new box in the past year. Yet despite watching nearly four hours of "telly" a day in 2009, in first 3 months of 2010, nearly a third of all households with internet access used on-demand catch-up services like the BBC's iPlayer, which represents an 8 percent growth over the same period last year. This data isn't all that surprising though considering the how much HD content has been made available in the UK over the last few years through free options such as Freeview HD, or premium services like Sky HD or Virgin Media. It's also still far behind US HDTV penetration, which stood at 33 percent back in 2009 and saw 5.5 million HDTVs sold during the 2008 / 2009 holiday season alone. That fact shouldn't stop electronics manufacturers from diving Scrooge McDuck style into their newly acquired money bags, or prevent newly minted British HD households from marveling at how ugly Jeremy Clarkson is in 1080p.