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

The number of consumers saying they have never heard of HDTV has dropped to 11 percent from 26 percent in 2002, the survey found

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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