Digital TV could be in the homes of 50% of consumers by 2002, according to new research. A Gallup poll undertaken for Pace Micro Technology revealed that in addition to the 28% of consumers who already take digital services, 13% intend to switch within 12 months. When this total is added to the number of respondents who intended to switch within two years, the number indicated is more than 50%.
Andrew Wallace, marketing director at Pace said he believed that the industry was seeing the fastest take-up ever for a new consumer technology. “There has been some controversy over when analogue services should be switched off in the UK.” he commented. “Our research suggests that acceptance of digital TV is gaining ground rapidly.”
The research shows that at present uptake is most frequent in the younger age categories, with 38% of 25-34 year old respondents and 33% of 35-44 year old respondents already having switched to digital services. The most important motivating factor for switching is quality of picture and sound, followed by access to movies and sports coverage.
Perhaps more significantly, the report found that while in last year’s report 53% of respondents said they would not change to digital until they had to, this year the figure had dropped to 34%. It is suggested that this is thanks to the marketing efforts of the digital service providers. However, these figures come in contrast to last month’s report from the Consumer Association, which suggested that a third of those UK residents without digital services had no intention of switching. Calls from the industry for a concentrated government effort on achieving the digital penetration required for analogue switch off are therefore likely to continue.
