BOSTON: Awareness of high-definition television (HDTV) among US consumers is quite high, according to a newly-released Dove Consulting study. Eighty one per cent of survey respondents expressed general familiarity with HDTV. Nearly, 13 per cent of consumers indicated that they currently have an HD-capable TV.
Not too along ago, the concept of HDTV was alien and the question of ownership did not come into play. Of those surveyed, six per cent of all consumers have purchased an HDTV within the past six months.
Additionally, 7.6 per cent of consumers are considering buying an HDTV within six months. Around 47 per cent said that they would consider making this decision within the next three years. Conversely just 13 per cent expressed disinterest.
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 email to consumers in the US. The firm received 1,658 completed responses over a two-week period.
Additional highlights from the study include:
* People with HDTVs watch twice as many DVDs per month than non-HDTV consumers.
* Thirty-two per cent 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 are more interested in sports content. HDTV creates a high value proposition for people who value the audio and sharp visual images associated with a sporting event.
MD Dove's Consumer Broadband practice Bob Davis said:" HDTV owners have the potential to become very valuable customers through fee-based and subscription services."
Davis states that Dove has been advising clients in the Consumer Broadband industry for ten years. "We have worked with a variety of cable operators, cable networks, equipment manufacturers, and other broadband service providers on strategy, organisation design, new product development, and brand," Davis adds.