Digital Sceptics May Be Converted

Consumers with low intention of buying digital television may be persuaded by seeing a demonstration of what’s available, according to new research. A independent study conducted by Marketing Direction found that 47% of non-subscribing respondents who were classified as unlikely to subscribe (rating 3-5 out of 10 on a “purchase intent” scale) changed their minds after seeing an hour-long demonstration of NTL, Telewest, ITV Digital and Sky Digital products which included EPGs, interactive channels, enhanced text services, email and internet services.

The findings have led Sky, which commissioned the research, to suggest that the analogue switch-off target set by the Government for 2006-2010 could be achievable.

“It was clear that many people who had previously felt they did not want multi-channel TV were positively influenced once they had been exposed to the range and depth of services available.” said Ricky Baxter of Marketing Direction “The more people see digital TV, the more they want it.”

The study of 300 non-subscribers excluded those with very low intent to purchase. It found that 98% of respondents were interested in the greater choice of channels. It also produced results which favoured Sky Digital’s platform above the other forms of digital TV available, with 64% of respondents saying they preferred the Sky Digital offering, compared to 21% for cable, 12% for ITV Digital and 3% for none

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