Consumer Interest In High-Definition Television Is On The Rise, Dove Study Finds

28-Apr-03

Awareness of high-definition television (HDTV) among U.S. consumers is quite high, according to a newly-released Dove Consulting study. Eighty-one percent of survey respondents expressed general familiarity with HDTV. What's more, thirteen percent of consumers indicated that they currently have an HD-capable TV. Recent and planned buying behaviors suggest that consumers are beginning to truly understand and embrace the benefits of high-definition. Of those surveyed, six percent of all consumers have purchased an HDTV within the past six months. Additionally, 7.6 percent of consumers are considering buying an HDTV within six months. Additional highlights from the study include: - People with HDTVs watch twice as many DVDs per month than non-HDTV consumers.- Thirty-two percent of all HDTV owners surveyed indicated that they would consider switching providers for HD programming. - More than three-fourths of HDTV owners are willing to pay a fee for an HD programming package. ""HDTV owners have the potential to become very valuable customers through fee-based and subscription services,"" notes Bob Davis, Managing Director of Dove's Consumer Broadband practice. The Dove 2003 HDTV Survey examined consumer awareness of HDTV, interest in viewing HDTV, links between types of programming and HDTV, and consumers' willingness to pay for HDTV programming. The survey was administered via e-mail to consumers in the United States. We received 1,658 completed surveys over a two-week period. The geographic, income, and age distribution of the respondents is in line with recent data gathered by the U.S. Census Bureau. The data was weighted to account for gender bias. For more information about Dove Consulting, visit www.doveconsulting.com.

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