GfK Predicts The Future Of Digital Television

A new survey out this week shows that although digital TV awareness is high, with 75% of respondents having heard of it, 58% confessed to having little or no knowledge of it.

Research company GfK Marketing Services has published the results of its monthly omnibus survey into the launch of digital TV. The survey was carried out in August on a sample of 2000 people.

The study also found that 71% of people claimed they were unlikely to subscribe to digital in the next year or so. The survey provides valuable information about how much people are prepared to pay for set-top boxes and subscription fees.

Phil Lewis, account director of GfK commented: “GfK will provide the most comprehensive information available on digital TV. Our Lek-Trak retail audit will provide fast and accurate data on retail sales of Digital Satellite and Terrestrial set-top boxes and Integrated TV’s and VCR’s. Our Home Audit consumer panel will generate detailed analysis of consumer purchase behaviour as well as equipment ownership and subscriptions to the various platforms.”

GfK also recently carried out a survey on European attitudes to advertising (see The Average European Thinks There Is Too Much Advertising, But The UK Quite Likes It).

GfK: 0870 603 8125