HD Gains Consumer Focus, Few Buys
By Karen Brown -- Multichannel News, 4/23/2003 8:40:00 AM
American consumers are aware of high-definition TV, but relatively few are buying into it, according to figures issued in a report by Dove Consulting.
The Boston-based consulting firm fielded an electronic-mail survey of U.S. consumers, and of the 1,600-plus responses, it found that 81 percent were familiar with HDTV.
But only 13 percent had bought HD-capable TVs, and only 6 percent purchased HDTV sets in the past six months. About 7.6 percent of respondents were thinking about buying HD sets in the next six months.
There were some interesting trends within the small number of HD-set owners, according to the survey.
One-half of those who own HD sets subscribe to digital cable, compared with just one-third of noncable customers. They also indicated higher interest in video-on-demand and pay-per-view offerings, ordering 1.4 PPV programs compared with 0.4 for non-HD-set owners.
They were also attracted by HD programming -- 32 percent said they would consider switching video-service providers based on HD programming.
And they are willing to pay -- the Dove survey found that more than 75 percent of HD-set owners would be willing to pay a fee for an HD-programming package. About 23 percent would be willing to pay $3 monthly for such a service, while 21 percent would pay $10 or more.
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