Ipsos-Insight survey: Americans knowledgeable about HD, wary of cost

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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