Consumer Interest In Buying Digital Television On The Rise

Survey Finds Consumer Interest In Buying Product High, But Price Still Dampening Further Sales Growth

4-Dec-00

More and more Americans are learning and talking about digital television, and as a result, interest in purchasing digital television (DTV) products continues to rise. Consumers cited a crystal clear picture, widescreen presentation and surround sound audio as characteristics that have piqued their interest in the new television technology, according to the results of a new survey by eBrain Market Research.In the survey of 1000 adult American consumers, 50 percent said that a new television with a crystal clear picture, twice as sharp as their current TV, is a somewhat or very appealing concept to them. In addition, half of the respondents said that their interest would further increase if this television had a wide, rectangular screen, like a movie theatre. Sixty-one percent indicated that surround sound audio would also increase their interest. All of these are characteristics of digital, high definition television. Further, a similar number of consumers said that interactive features, such as browsing the Internet, checking e-mail or shopping would increase the appeal of such a television, all potential features afforded by digital television's capabilities.According to figures from the Consumer Electronics Association (CEA), sales of DTV products through June 2000 had already surpassed the total unit sales from all of 1999. ""Sales could be much higher,"" according to Todd Thibodeaux, Chief Operating Officer of eBrain Market Research, ""with greater availability of DTV broadcast programming.""Despite this, there is certainly no lack of interest in buying DTV. In fact, interest has increased over the past few years, rising to 54 percent in this survey (very or somewhat interested in buying) up from 33 percent in September 1999.In terms of the functionality of DTV-related products, such as interactive personal video recorders (PVRs), respondents found the most interesting feature to be the ability to record a show without the need for a cassette tape (58 percent). Nearly half of respondents also expressed an interest in manipulating (pausing/fast-forwarding/rewinding) live TV shows or movies and electronic program guides. For 18-24 year olds, the ability to send and receive e-mail via DTV was twice as interesting as it was to all other age groups. Two-thirds of respondents said that they would be willing to pay a monthly fee for this type of service.The ""Consumer Perspective Of Digital Television"" survey was designed and formulated by eBrain Market Research and fielded between September 14 and 17, 2000 to a representative sample of 1000 random national households. The complete study is available free to CEA member companies and members of the media. Non-members may purchase the study for $499 at www.eBrain.org.

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