The rate of subscription to digital TV is slowing and will need to be boosted if the Government’s original analogue switch-off target is to be met. New figures from Continental Research shows that the number of terrestrial TV homes planning to take up digital services in the near future has dropped year on year from 2.4m to 1.4m.
A more positive discovery was the fact that digital TV consumers are showing increased use of interactive functions. Colin Shaddick, director at Continental Research said, “Consumers are beginning to understand they can use their TV sets for much more than just watching the telly, they are keen to interact, and the industry should take heart and invest in the future.”
The survey found that 4.4m adults have used interactive services at some point, 3.3m used them at least once a month, and 2.4m once a week or more. However, only 66% of digital TV customers were aware of any aspect of digital services. 42% were aware of the ability to interact with programmes, while only 35% were aware of internet and email facilities, suggesting that this may be an area where growth could occur.
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