New Research Proves HDTV Still 'Fuzzy' for Consumers

[SOURCE: PRNewswire/Scientific-Atlanta press release]
To better gauge consumer appeal for and understanding of HDTV services, Scientific-Atlanta commissioned a nationwide telephone survey of over 500 U.S. high-definition television owners. The survey was based on an analysis of consumer awareness about HDTV and the equipment needed to watch it. The analysis identified misperceptions of HDTV owners that could help explain why demand levels for HD services have remained significantly lower than HD television adoption rates. Results show that nearly half (49%) of HDTV owners surveyed are not taking full advantage of their HD televisions, as defined by receiving HD channels and having special equipment to watch HD programming. 1) Close to one in four (28%) of HDTV owners reported that they did not get any special equipment from their service provider to watch HDTV channels because the picture quality was already improved with the purchase of an HDTV. 2) 23% of HDTV owners did not invest in special equipment to watch HDTV channels because a message at the beginning of the programs they watch tells them that those programs are being broadcast in HD. 3) Nearly one in five (18%) reported that they believed the HD television would give them high-definition channels without additional equipment.
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