Skip to main content

HDTV Consumer Perceptions Mixed

While 90 percent of all Americans have heard of high definition television (HDTV), only 47 percent say they know anything substantial about it, and just 15 percent say they are somewhat or very likely to get HDTV�all reflecting basically unchanged levels over the past year, according to the latest research from Ipsos Insight.

�Advertisers and marketers clearly have to take the initiative to expand the base of consumers who understand HDTV�s features and benefits, in order to convert them into buyers,� said Todd Board, leader of Ipsos Insight�s Technology & Communications practice. �Especially when you consider that the number of people who are substantially aware of HDTV hasn�t changed since 2004.�

�Awareness levels have topped out as the range of HDTV-related technology products and services are promoted by manufacturers, networks, and cable and satellite service providers,� Board said. �We have seen some degree of growth in HDTV penetration in the U.S. � varying estimates tend to center around an installed base of about 15MM at this point. That said, we see both need and opportunity to develop the market beyond the early adopter stage, to create mainstream momentum.�

�Among the fairly static group of U.S. consumers that report familiarity with HDTV in the past year, the perceived benefits have remained quite high,� added Board. �The critical issue today is that many consumers know HDTV exists, but haven�t been convinced that it offers enough benefit to justify replacing their current TVs. Some of the reluctance to become more familiar with HDTV may have to do with this �worth it� hurdle.�

Board explains the �worth it� hurdle as the incremental benefit to the consumer, balanced against the cost and hassle of experiencing that benefit, including evaluating alternatives, learning how to use the new technology, and any 'hidden' costs like upgraded receiver boxes.

Most survey respondents familiar with HDTV recall having seen an ad for HDTV in the past month (84 percent), and three quarters (74 percent) have looked into the capability in store. An encouraging finding was that the proportion of consumers familiar with HDTV who perceive it as �too expensive� declined from 72 percent in 2004 to 66 percent in 2005, reflecting real price reductions.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of