Canadians’ awareness of HDTV high, but penetration still low: Decima survey

Few Canadians claim to own a high-definition television (HDTV) and the required set-top box to receive HDTV programming, but there seems to be a bright future for HDTV in Canada, according to a new survey conducted by Decima Research Inc. HDTV technology awareness is high and an important number of Canadians say they will likely buy an HDTV set within the next three years. While a high number of Canadians say they’re aware of the technology, adoption of the superior television picture and sound quality remains limited. The Decima Research survey, conducted last month for Decima Publishing Inc., shows that while two-thirds of Canadian households say they are aware of a digital television capability called high-definition television or HDTV, 8% report having an HDTV and the required set-top box. Given Decima’s experience with past surveys on HDTV, however, this number is likely overstated. Awareness levels across specific Canadian regions are worth noting. Awareness is highest in the province of Ontario and B.C. at 81% and 80% respectively, while Quebecers appear the least likely to be aware of HDTV at 35% awareness. Awareness is similar in Manitoba/Saskatchewan and the Atlantic provinces at 63% and 59%, respectively. There are a number of other notable results across certain subgroups. Segments more likely to be aware of HDTV include men (74% compared to 58% among women), respondents under 55 years of age (71% compared to 53% among older respondents), respondents living in a Census Metropolitan Area (69% compared to 60% among those living outside a CMA), upper income households, and respondents with a post-graduate degree. Ownership of an HDTV-ready television set and the required HDTV set-top box show similar awareness patterns. Ownership is highest in Ontario (12%) and B.C. (9%), among younger respondents and among upper income households. There appears to be a future for HDTV in Canada. Respondents who do not currently own an HDTV set were asked their likelihood of purchasing such a set within the next year, within the next two years, and within the next three years. Based on what consumers know of the technology today, approximately 1.5% of Canadians say they will "definitely" purchase an HDTV set within the next year, 3.3% claim they will "definitely" purchase one within the next two years, and 6% say they will "definitely" purchase within the next three years. An important proportion of Canadians also indicate they will "probably" purchase within each of these timeframes. Although they should be considered "softer" purchase intenders, they nonetheless demonstrate keen interest in the technology. These are the respondents who, with more information on the product and more competitive pricing, typically become more "firm" in their purchase intentions. They will likely wait until the cost of HDTV sets drops further and the product has proven itself in the market - they will "check out" what their neighbours, friends and relatives think of it before purchasing it themselves. Results for each of the three forecasted years are presented in the figure at right, in addition to results showing the current reported penetration of 8% and the overall awareness of the technology of 66%. Those respondents who do not currently own an HDTV set were asked why they haven’t already purchased one. It appears that satisfaction with existing television sets and concerns with price are the most important barriers to purchase. Nearly one-third of non-HDTV owners (31%) say they are satisfied with the TV set they currently own and over one-quarter (26%) are concerned with the price tag associated with HDTV technology. Responses mentioned less often but that are still important include an outright lack of interest in the technology - "we have better things to do with our money" - at 13%, and 12% claim they do not watch enough television to warrant the investment. The survey was conducted between February 12 and 21 through the Decima teleVox, a national omnibus telephone survey conducted monthly by Decima Research. Results of the survey are based on a sample of 2,027 adult Canadians and are accurate to within +/- 2.2%, 19 times out of 20. Rick Nadeau is a VP in the Ottawa office of Decima Research. For more information on the survey or to purchase a Summary Report of the research results, including the research data tables, please contact Decima Publishing President and Publisher Mario Mota at (613) 230-1984 or mmota@decima.com.

Canadians’ awareness of HDTV high, but penetration still low: Decima survey

Broadcast | March 11, 2004

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