Almost two thirds of UK adults now claim to know a little bit about digital television, according to the latest report by CIASensor for December 1998. However, there still appears to be confusion over what it actually is, with familiarity being highest amongst young males and cable/satellite viewers.
The CIA survey involved in-depth interviews with families who had switched from analogue to digital, following the launch of Sky’s digital service at the beginning of October (see Newsline), and ONdigital’s in mid-November (see Newsline).
The number of people intending to switch to digital in the next 12 months has not risen since November, remaining at around 20%. The amount of money that people are willing to pay for the service has also remained static; the average amount people are willing to pay for a decoder to received channels through their existing TV is £48.
The study found that those who did switch to digital TV were motivated more out of a need to have the ‘latest thing’ than a desire for improved picture and sound quality. Converts appear to have switched formats and little else, with viewing habits remaining constant – people were watching the same programmes genres as they were before they switched to digital.
Of the two digital platforms currently available, awareness of the Sky brand is much higher than that of ONdigital’s: 27% of people said that they had heard of ONdigital, whereas 72% of respondents were aware of Sky’s digital service.
As far as channels are concerned, BBC Choice continues to be the channel with the highest awareness (42%), with Film Four and BBC News 24 being the next in line in terms of awareness.
On the whole, CIA predicts that digital television will be accepted by UK consumers on the basis of these December figures, and interactive facilities such as on-line banking and shopping, yet to be launched, are being eagerly anticipated by digital customers.
CIA Medianetwork: 0171 803 2000
