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MillimeterNew Survey Shows Consumers Ready for Digital Television
Oct 25, 2001 12:00 PM
WASHINGTON, D.C., Oct. 25, 2001 – More than four in ten American consumers are likely to buy a digital television set in the next few years, according to results of a survey done for the National Association of Broadcasters.
A telephone survey of 1,000 Americans conducted Sept. 20-25 found that 43 percent of respondents say they are either "extremely likely," "very likely" or "somewhat likely" to buy a new digital television set in the next few years. StrategyOne, a Washington, D.C.-based research firm, conducted the survey on behalf of NAB.
"For consumers, the future is now," said Edward O. Fritts, president and CEO of NAB. "They know about digital television, they like it, and they want it. That is why local broadcasters are investing billions of dollars in new equipment and transmission facilities to make free, over the air digital television available to all Americans."
StrategyOne President Steve Lombardo said the survey found that 55 percent of survey respondents are familiar with DTV. "That is quite surprising given the technology's relative newcomer status to the marketplace and that current ownership represents a rather small slice of American households," said Lombardo. "This indicates that the buzz surrounding this technology is generating widespread awareness of, and interest in, digital television products."
Picture quality is the number one driver when it comes to consumer interest in digital television. When asked to volunteer a primary advantage associated with digital television, 62% of Americans respond "better picture quality." Audio quality is the second most popular advantage mentioned by consumers.
Currently, there are 210 local television stations in 71 markets sending digital TV signals. More than 70 percent of American households live in markets that have access to at least one DTV signal.
