Consumers Flirting With HDTV, But Keeping A Safe Distance, Ipsos-Insight Study Reveals
Consumers are showing a reasonable knowledge of and interest in HDTV, but it is still seen by many as beyond their means, according to a recent study conducted by global survey research firm, Ipsos-Insight.
"Awareness of HDTV and understanding of the related technology, products, and services is on the rise," said Lynne Bartos, a leader in the company's Cable, Media & Entertainment research practice. The Ipsos-Insight study found that 89% of Americans are aware of HDTV, up from 74% in 2002. Most of those who are aware of HDTV recall seeing an ad for HDTV in the past month (88%, up from 79% two years ago), while the percentage of consumers who have never heard of HDTV has dropped from 26% to 11%.
"Advertising and marketing by industry players is getting noticed, helped in part by word of mouth and sporting events, especially the recent Athens Summer Olympic Games which were presented in high definition," said Bartos. "But HDTVs are not yet in the consideration set of mainstream America. Nearly three-in-four say that HDTV is much too expensive for them to consider purchasing right now (72%, down from 76% two years ago). Other research we've conducted shows that HDTV purchase intent is flat, with 13% of Americans 'very' or 'somewhat' likely to buy HDTV in the near term, vs. 15% last year."
Among those who are familiar with HDTV (45%), most understand that HDTV can deliver a superior quality picture (94% "agree"), that HDTV comes with digital quality surround sound (87%), and that they get to watch content on a full widescreen picture (92%). Seventy percent of those who said they are familiar with HDTV also said they think they'd need a special set-top or converter box, up from 60% two years ago. Sixty percent believe that HDTV signals are widely available, up from 48%.
To peruse the full release with charts, go to: http://www.ipsos-na.com/news/pressrelease.cfm?id=2458
