03.20.2007 08:00 AM
Digital television on its way to becoming commonplace in Canada, study says

Digital television is on its way to becoming commonplace in the homes of Canadians, according to new findings from Decima Research.

The Digital Domain syndicated consumer research found that 54 percent of all satellite or cable pay TV households in Canada have chosen digital service. In 2004, digital market penetration stood at 40 percent. The study suggests that by the fall of this year, 57 percent will subscribe to digital service.

Among the study's other findings:

  • Awareness of HDTV among digital TV subscribers has continued to increase, with awareness now standing at 83 percent, up from 73 percent in 2005;
  • Ninety-one percent know about pay-per-view services and 28 percent of digital TV subscribers have ordered movies or events in the last three months;
  • One-third of digital cable subscribers indicated they ordered a video-on-demand program in the last three months;
  • During the past 18 months, awareness of PVRs/DVRs has grown from about 45 percent to 61 percent.

Results are based on a telephone survey of more than 2000 adult Canadians (18+) who subscribe to a TV service.

For more information, visit www.decima.com/en/lab/thedigitaldomain/.

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