National Consumers League Survey Finds High Consumer Satisfaction With Digital Television Products

Biggest Complaint Is Lack Of Programming

25-Jul-00

Digital television (DTV) owners are overwhelmingly satisfied with the performance of DTV products in their homes, although they are dissatisfied with lack of HDTV programming on the nationís airwaves, according to a nationwide survey sponsored by the National Consumers League (NCL).""NCL commissioned this survey to assess consumer satisfaction among digital television owners,"" said NCL President Linda Golodner. ""Opponents of the existing national digital broadcast standard have been suggesting that consumer response to DTV is unfavorable,"" Golodner said. ""Our survey shows the assertions are groundless. We found that consumers were overwhelmingly satisfied with their HDTVs, a rather unusual response for such a new product.""The NCL survey, conducted by Opinion Research Corporation International, shows that about three quarters of those surveyed describe themselves as ""very satisfied"" with both the picture and the sound quality of their new sets. In fact, according to the survey, DTV picture quality received a 96 percent consumer satisfaction rating, with 77 percent being ""very satisfied"" and another 19 percent being ""satisfied."" Similarly, 89 percent of DTV owners are satisfied with their DTV setís audio quality.While they are happy with their DTV sets, more than half of DTV owners are dissatisfied about the insufficient amount of digital programming being broadcast, with 35 percent being the ""least satisfied."" When asked what TV stations should do to improve digital TV, 42 percent stated, without prompting, that ""more programming"" is their top concern. Most-watched DTV programs, according to the survey, are movies (40 percent), sports (23 percent) and primetime network programming, such as dramas, sit-coms and talk shows (21 percent).Seeking clarification about the FCCís transmission standard, NCL asked DTV owners if they had problems receiving DTV signals in their home. Four of five of those polled were satisfied with their signal reception, and only 4 percent said ""better reception"" was the one thing they would tell manufacturers to improve. On the other hand, almost one-quarter of respondents hope manufacturers will lower prices for DTV products. ""Some consumers are concerned about the initial high price of DTV equipment,"" said Golodner. Since they were first introduced in the fall of 1998, DTV prices have declined by 33 percent, according to the Consumer Electronics Association. The average prices for DTV products are about $2,460 today, compared with about $3,725, 18 months ago. Golodner continued, ""Though prices have dropped since DTVs were first introduced, further price reductions will depend on increased consumer demand. And to increase demand, broadcasters must address the issue consumers are most dissatisfied with - programming. It is American consumers who are the victims of some broadcastersí refusal to implement the HDTV standard and provide the digital programming this survey shows consumers want.""This NCL DTV owners survey was conducted by telephone May 31-June 14, 2000, among 200 digital television owners. The sample of 200 respondents was derived from a listing of approximately 1,100 DTV owners gathered by NCL from retailers and manufacturers and supplied to Opinion Research Corporation. Five leading DTV brands representing significant nationwide market share, were represented. Results from a sample of 200 have a margin of +/- 7 percent.Opinion Research Corporation, founded in 1938, is a global marketing research and teleservices company, with headquarters in Princeton, New Jersey. With offices in the United States, Europe, Asia, Latin America and Africa, ORC provides integrated marketing services to businesses and governments in over 100 countries.The National Consumers League, founded in 1899, is Americaís pioneer consumer organization. NCLís three-pronged approach of research, education and advocacy has made it an effective representative and source of information for consumers and workers. NCL is a private, nonprofit membership organization dedicated to representing consumers on issues of concern.

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