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Continental Research's Spring 2006 Digital TV Report: One Million To Buy HDTV Sets Within Next 12 Months (10/4/2006)

An estimated 800,000 to one million adults will buy HDTV (High Definition Television Sets) over the next year, according to Continental Research's Spring 2006 Digital TV Report*.

Jon Beaumont, director at Continental Research, said: "Of all respondents aware of HDTV, 2% claimed already to have HDTV, 7% claimed to be very interested and 36% quite interested. From this data we estimate that between 800,000 and 1m homes will purchase an HDTV set in the next 12 months. Potentially one million converts to HDTV will certainly please the manufacturers at such an early stage in its evolution."

AWARENESS OF HDTV

66% of all respondents were aware of HDTV, and awareness was higher amongst men (77%), 35-54's (72%), ABC1's (71%) and those working full time (71%).

PERCEIVED BENEFITS OF HDTV

All respondents were asked to choose what feature they most thought of when they heard the phrase 'High Definition Television'. Overwhelmingly, 71% chose 'clearer picture'. Other benefits remain of secondary value to most people.

KNOWLEDGE OF HDTV EQUIPMENT REQUIREMENTS

57% of the respondents aware of HDTV were unaware other HD equipment was required to watch HD television programmes, 41% aware.

Beaumont added: "It is likely that this lack of knowledge about equipment requirements will prove a barrier to some in purchasing an HDTV screen. They will also require HDTV-ready digital set top boxes that are likely to be priced at a premium in the initial stages of HDTV broadcasting."

ALSO IN THE REPORT:

For the past sixteen years Continental Research has monitored take up of, and intentions to subscribe to, multichannel TV among the UK population. The reports are now published twice a year. The Spring 2006 report continues to track digital TV penetration and usage. In addition it also covers, with charts available for all:

¥ Digital TV subscriber profile ¥ Sky Digital, Digital Cable & Freeview customer profiles ¥ Likely take up of Sky Digital, Digital Cable & Freeview ¥ Total digital TV forecasts ¥ Awareness and effect of digital switchover ¥ Use and interest in new technologies e.g. HDTV and PVRs ¥ Use of interactive TV advertising and other interactive TV services

* In addition to the Digital TV Report, Continental Research also issues regular reports on the Internet market, the mobile telephone market and into the growing area of e-commerce. The reports cost £175 + VAT.