Originally featured on BroadcastEngineering.com
HD recognition high, but far fewer know anything about, finds survey
While 90 percent of all Americans have heard of high definition television (HDTV), only 47 percent say they know anything substantial about it, and just 15 percent say they are somewhat or very likely to get HDTV, according to the latest research from global market researcher Ipsos Insight.
The level of familiarity, knowledge and intent to purchase are basically unchanged from 2004, according to Ipsos Insight.
According to Todd Board, leader of the company's Technology & Communications practice, static intent to purchase among consumers results from the value proposition of HDTV not being made compelling enough to spur more buyers to action.
In terms of familiarity with HDTV, 84 percent of respondents to the Ipsos Insight survey remember seeing an ad for HDTV in the past month and 74 percent have gone to a store to look at the capabilities of an HDTV.
The results also show that the proportion of consumers who are familiar with HDTV but perceive it as being too expensive has fallen from 72 percent in 2004 to 66 percent in 2005.
Ipsos U.S. Express, a weekly national omnibus survey, collected the latest data between Nov. 29 and Dec. 1, 2005, from 511 telephone surveys of U.S. adults. Survey results are ± 4.3 percentage points of what they would have been had the entire adult population been surveyed.
Back to the top