Consumers remain unclear about high-definition TV and how it works, according to a new study that nonetheless predicts ‘strong growth’ in the sector over the coming months.

The study, released by the Canadian chapter of the Cable and Telecommunications Association for Marketing, says that though 30% of Canucks claim to own an HD-capable television, only 13% also have the set-top box needed to receive HD signals. The group says stakeholders should do more to educate consumers about the emerging technology, noting that Canadians are ‘generally unaware’ of its features.

And yet, though it did not cite specifics, the group added in a statement that the same research ‘shows strong growth for HD in the coming months.’