Digital TV Awareness Low, Report Finds

Only 36% of people knew what digital TV was, according to a new survey by Pace, the manufacturer of digital set-top boxes.

Unsurprisingly, the group most familiar with the concept were males under the age of 55 and from the higher socio economic groups. Women (25% compared with 48% of men) and people over the age of 55 (29%) were less likely to understand what digital TV was.

Perhaps worryingly for companies planning pay-per-view services, impulse PPV was the least attractive of the facilities offered by digital television: only 8% said it would be one of the reasons they would get digital.

In terms of paying for hardware the largest single group (41%) believed that £199 was about the right price to pay for a set-top box. However, 11% thought it was prohibitive and 39% found it expensive.

Pace C/O Kinross & Render: 0171 592 3100