Research Says Analogue Switch Off Could Be Thwarted
The Government’s plans to turn off the analogue TV signal look “increasingly futile” according to a survey carried out by Mediaedge:cia which shows that almost 1 in 3 people claim they will never switch to digital TV (DTV).
According to the latest Sensor research from WPP’s media buyer, almost 29% of respondents say they would never switch from analogue TV. This represents a significant increase from 21% in October 2001 and is the highest since the survey began in 1998.
David Fletcher, head of MediaLab at Mediaedge:cia, said: “Multi-channel penetration levels in the UK are amongst the lowest in Europe, despite total TV viewing levels being amongst the highest. The multi-channel digital pay-TV market appears to be reaching saturation point.”
He added: “There’s an increasing shift in popular opinion that old fashioned TV is actually good quality and good value for money and the initial intrigue on the promise of the new medium is turning to lethargy.”
The grey market was found be be “most emphatic” in its rejection of DTV, with 60% of over 65s saying they will not make the switch from analogue. This represents 12% of the total UK population and a significantly higher proportion of households.
The survey also shows that fewer people are willing to pay for DTV, with only 40% of respondents prepared to subscribe to pay-per-view services. The strongest decline was among younger adults, with 59% of 15-24 year olds saying they would not be prepared to pay for digital TV.
According to Mediaedge:cia, there are few compelling reasons to switch to multi-channel TV, with only 35% of the population agreeing with the statement: “You’ve got to have cable, satellite or DTV in order to watch decent programmes”. Again younger audiences proved to be the least enthusiastic about the medium, with the percentage of 25-34 year-olds agreeing that DTV was a “superior service” dropping from 57% in February 2001 to 40% in June this year.
Existing multi-channel viewers were also found to have reservations about the medium, with just 53% of respondents acknowledging the benefits of DTV. However, the greatest changes were in analogue homes, with the percentage of those interested in digital TV falling from 28% in February 2001 to just 19% in June this year. According to the research, this reveals “a growing loyalty to analogue services.”
Mediaedge:cia: 020 7633 999 www.mediaedgecia.com
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