Satellite Dish Ownership Increases

The number of households in Great Britain with satellite dishes grew by 52,000 in November 1995 to 3.292 million, according to new figures released by GfK Marketing Services Ltd. This is the largest monthly increase since December 1994.

“Dish ownership has been growing steadily since August, and historically there is always a surge in the run up to Christmas. The satellite dish market is naturally quite seasonal,” commented GfK’s spokesman John Binks.

GfK’s latest research also suggests that the socio demographic profile of satellite dish purchasers is changing. The proportion of satellite dishes bought by young adults (aged 16-34) and young families (aged 16-34 with children under 16) grew from 40 per cent in the year to September 1993 to 52 per cent in 1995.

“Our research suggests that sports coverage and movies are the two most important purchasing factors for younger households”, commented John Binks. “Sports coverage was cited by 55 per cent of young adults as the main reason for acquiring a satellite dish. With young families , 39 per cent of respondents gave movies as the main purchasing factor,” he added.

GfK’s figures also reveal that the proportion of dish purchasers from the AB, C1 social groups is increasing. It grew from 36 per cent in 1993 to 45 per cent in 1995. Over the same time period, the proportion of C2, DEs has correspondingly declined, from 64 per cent in 1993 to 55 per cent.

GfK Marketing Services Ltd, John Binks 01932 354911