According to research carried out by CIA Sensor, only four out of ten adults are aware of the digital television revolution despite the media coverage it has attracted.
When asked if they were aware of proposals to expand the terrestrial television airwaves, 41% said yes and 59% said no. Men (51%) are more likely than women (31%) to be aware of the plans. Surprisingly, the 15-24 year old age group is the least aware that digital TV is on its way (26%). Awareness of the recent proposals increases with age, peaking among 45-54 year olds (55%).
Upmarket ABs (46%) and broadsheet newspaper readers (52%) are also particularly likely to be well informed. Just 33% of tabloid newspaper readers claim to be aware of digital television.
CIA Medialab: 0171 633 9999
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