Survey shows little growth in public awareness of HDTV

Underscoring the need for continued consumer education, roughly the same percentage of the general public this year is aware of the existence of HDTV as was in 2002, according to the results of a new survey from global marketing researcher Ipsos-Insight.

The survey compared attitudes about HDTV, including awareness, interest and familiarity, this year with results from a similar survey last year.

This year 76 percent of respondents said they were aware of HDTV as compared to 74 percent in 2002.

The survey found that 79 percent of those aware of HDTV have actually looked at a set in a retail store. Fifteen percent of those respondents said they were somewhat or highly likely to buy an HDTV set in the next three months. Last year, 69 percent had looked at an HDTV set in a store and 10 percent said they intended to buy.

However, 76 percent of respondents said HDTV set prices were too high – an exact match with last year’s percentage despite price declines over the past 12 months.

The survey found that familiarity with HDTV was strongest among men, those younger than 55, and the more affluent.

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