Research Shows Digital TV Uptake Is “Stalled”

Uptake of digital TV services in the UK appears to have stalled at 36%, indicating that “the nation is not actively progressing towards a digital society”. The latest figure from Ipsos-RSL’s Digital Audience Research Tracker (DART) shows that the uptake level recorded in a survey of 2,000 people between 12 and 18 April- after the collapse of ITV Digital- was the same as six months ago.

Liz Landy, managing director of Ipsos-RSL, said: “With the collapse of ITV Digital and the ensuing upheaval and uncertainty in the digital TV market, Ipsos-RSL’s research shows that the nation is not actively progressing towards a digital society. Understanding what people want out of their in-home entertainment will be even more important if digital switch-off is to take place before 2010.”

As well as the lack of uptake, the research revealed a lack of enthusiasm from non-subscribers about taking up the service in future. Only 3% of analogue households said that they intended to switch to digital TV services within the next year, while the estimated 13.8m adults who are not planning on going digital in the next year say nothing would change their minds. The main reason cited for the lack of interest is satisfaction with analogue channels- some 45% were found to be content with what they already have.

Ipsos RSL: 0208 861 8000 www.ipsos.com

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