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05.27.2008
Originally featured on BroadcastEngineering.com
Three-quarters of HDTV-equipped Millennials ‘love’ HD programming

Nearly three out of four members of the Millennial Generation, those 16 to 27 years old, with HDTVs say they “love” HDTV programming, according to a study Motorola released May 19 during The Cable Show in New Orleans.

Commissioned by Motorola’s Home & Networks Mobility group, the study examined the expectations of Millennials and how they influence the buying decisions of their parents for video and broadband products. Among the findings:

  • 62 percent have influence over which HDTV set and programming package to buy.
  • 71 percent have influence over parental decisions about cable, DSL or dish-satellite services, including young people who no longer live with their parents.
  • 70 percent say they feel their expectations and demands are far greater than their parents’ for rich media experiences (such as mobile TV or video) and on-the-go broadband access.

The study also shows that this generation has a big appetite for time-shifting with DVRs as well as HD programming. The findings revealed:

  • 73 percent of Millennials with HDTV access “love” current HD programming, while 35 percent of those with HDTV are looking forward to having a broader selection of HD programming offered in the future.
  • 46 percent of Millennials already have HDTV, while 43 percent indicate they would like to have it.
  • While 85 percent of Millennials have cable television or satellite television service, 42 percent of respondents still would like a DVR to use along with it.
  • 64 percent of Millennials with a DVR rely on digital video recorded content for “quite a bit” to “almost all” of the programs they watch, with almost half of DVR owners using it for half of their TV watching.

The findings are based on an online panel survey conducted April 18–23 of 1000 people in the United States aged 16-27. The sample included 500 men and 500 women. Millennials currently account for 17 percent of the total U.S. population.

For more information, visit http://www.motorola.com/mediacenter.



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