30% Of Viewers Are Not Interested In DTV, Says Survey

Almost half the population is currently unaware of the existence of digital television (DTV) and a further 30% say that they are not interested in buying into the ‘television revolution’.

These are the findings of a survey carried out by market research company, Experian, across 500,000 respondents. Of these one quarter said that they would, or may, purchase digital services. Grossed up to the UK population, this represents around 5.7 million homes.

Experian’s broadcast market manager, Mark Fairbairn, says: “The results of Experian’s survey will be of real interest to broadcasters, retailers and manufacturers alike. As well as quantifying the potential take up of Digital TV, the survey demonstrates the importance of segmenting the potential marketplace into different customer types when selling digital products and services.”

Fairbairn believes that since broadcasters are subsidising the cost of set-top boxes, they should be looking to attract only the best customers by targeting those groups who are interested in DTV services and who would be willing to buy into them.

Experian: 0115 934 4547