2006 will be remembered as the year when digital and HDTV set sales surpassed sales of traditional, analog and standard definition televisions — less and less electronic retail sales space is dedicated to good old-fashioned tube TVs. How are consumers dealing with this shift in focus? And how is this growing adoption affecting adoption of HD and digital programming reception? In 2004, HDTV buyers were arranging for program service or reception in greater numbers, but many still stayed on the sidelines. Will that trend hold up as more mainstream consumers enter the market?
The 2006 Magid Media Futures™ HDTV Digital Television Consumer Update provides an annual look at HDTV adoption and purchase intentions, as well as consumer impressions of their HDTV programming options. In 2006, our national representative sample of 1,200 consumers ages 21+ will be supplemented with:
· 200 HDTV set owners who have not arranged for programming or reception
· 400 HDTV set owners who have arranged for programming or reception
For those without reception, what are the roadblocks? Is it the cost in general, the limited programming options, or simply a lack of financial resources as a result of their HDTV set purchase?
Among HD owners with HD service or reception, how do they perceive the steady increase in HD channels and HD programs? Is it enough? What more needs to be done to provide a reasonable return on their HD investment?
The 2005 Magid Media Futures™ HDTV Update revealed:
· A delay in TV purchases as consumers struggle with the complexities of HD displays, formats and prices.
· A slight acceleration in new HDTV owners arranging for HD programming service and/or reception
· Continued concerns about the number of HD channels available
· A significant amount of viewing time still spent with standard definition channels and programs, in spite of the HD viewing options.
As in previous consumer updates, the 2006 survey will measure the latest consumer sentiments about HDTV, and will also determine:
· How the growing supply of HD channels and programming is impacting consumer intentions to purchase an HD set and arrange for HD programming.
· How consumers are dealing with the growing number of TV options available to them in electronics retail stores
· The reasons behind a household’s HDTV set purchase plan — is it purely for the viewing improvements, or is the approaching digital TV transition deadline beginning to play a greater role?
· Sources for HDTV set purchase research — online and offline, how do consumers feel about the information that is available to them? Are sources improving with time?
· Which new HD channels are creating buzz among shoppers and HD viewers? What would HD viewers be willing to give up among standard definition choices in order to expand their HD viewing options?
This year’s report will include perspectives from:
· Consumers at large, ages 21+
· HD shoppers — those planning a news TV purchase in the next six months, and at least considering an HDTV set
· HD owners who have not arranged for programming — is it lack of awareness, lack of resources, or a general belief that HD reception is not worth the money?
· HD owners watching HD — as HD channels grow, are viewers spending any more time viewing HD or reviewing their HD program schedules?
The HDTV Television Consumer Update 2006
The fee is $5,000 and includes:
· A survey of 1,200 U.S. consumers – a representative sample of the U.S. online population with an over-sample delivering 400 HDTV set owners with program reception and 200 HDTV set owners without HD reception arrangements
· Complete analysis of the findings
· A complete written report
Additionally:
· An in-person, on-site presentation and discussion with key managers regarding consumer adoption of HDTV available upon request for an additional $2,000.
