Not too along ago, the concept of HDTV was alien and the question
of ownership did not come into play. Of those surveyed, six per
cent of all consumers have purchased an HDTV within the past six
Additionally, 7.6 per cent of consumers are considering buying
an HDTV within six months. Around 47 per cent said that they would
consider making this decision within the next three years. Conversely
just 13 per cent expressed disinterest.
The Dove 2003 HDTV Survey examined consumer awareness of HDTV,
interest in viewing HDTV, links between types of programming and
HDTV, and consumers' willingness to pay for HDTV programming. The
survey was administered via email to consumers in the US. The firm
received 1,658 completed responses over a two-week period.
Additional highlights from the study include:
* People with HDTVs watch twice as many DVDs per month than non-HDTV
* Thirty-two per cent of all HDTV owners surveyed indicated that
they would consider switching providers for HD programming.
* More than three-fourths of HDTV owners are willing to pay a fee
for an HD programming package.
* HDTV owners are more interested in sports content. HDTV creates
a high value proposition for people who value the audio and sharp
visual images associated with a sporting event.
MD Dove's Consumer Broadband practice Bob Davis said:" HDTV
owners have the potential to become very valuable customers through
fee-based and subscription services."
Davis states that Dove has been advising clients in the Consumer
Broadband industry for ten years. "We have worked with a variety
of cable operators, cable networks, equipment manufacturers, and
other broadband service providers on strategy, organisation design,
new product development, and brand," Davis adds.