Ipsos-Insight survey: Americans knowledgeable about HD, wary of cost
December 1, 2004
A new survey from Ipsos-Insight shows that while knowledge about HD is growing among U.S. consumers, many still view HDTV as too pricey.
Among the survey’s findings:
- Eighty-nine percent are aware of HDTV (up from 74 percent in 2002)
- Eighty-eight percent of those who are aware of HDTV recall seeing an ad for HDTV in the past month (up from 79 percent two years ago)
- Eleven percent of consumers have never heard of HDTV (down from 26 percent)
- Seventy-two percent say HDTV is too expensive to buy right now (down from 76 percent two years ago)
Of the 45 percent who regarded themselves to be familiar with HDTV:
- Ninety-four percent understand that HDTV can deliver a superior quality picture
- Eighty-seven percent understand HDTV comes with digital quality surround sound
- Ninety-two percent understand they will get to see content on a full widescreen picture
For more information, visit www.ipsos-na.com.
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