Education Key to Digital TV Growth in UK

The latest research released this week from Ipsos-RSL' s digital survey, DART, reveals the enormity of the task facing the Freeview syndicate (BBC, SKY and Crown Castle). The survey revealed that only 5% of households indicated that they will switch to digital TV in the next 12 months.

Currently 37% of households have digital TV and 83% of these households pay monthly for their digital TV access. The survey showed that 47% of adults are unaware of the concept of free to view TV. This low awareness extends to the lower cost adaptor boxes launched earlier this year, of which only 44% of adults are aware. To date, the DART survey shows that these boxes have had very little effect on overall digital growth.

Whilst the survey shows that 15% of adults will not pay to convert a set in their home to digital reception, the good news is that amongst those who will be converting, the £100 high street price is about right.

Just a week before the launch of Freeview, 56% of those that do not currently have or intend to take up digital TV, were unaware of the imminent launch of the new DTT free to view service from the BBC, Sky and Crown Castle. However, the presence of the BBC within the syndicate is a strong persuader, with 22% of the upmarket households (social class AB) suggesting that they are more likely to be interested in Freeview, when informed that the BBC is part of the syndicate.

Ipsos-RSL's next DART survey will reveal the impact of the current Freeview marketing campaign on the uptake of digital TV. However, the key to the success of digital TV will be education. There is a need to communicate more than just the channels and interactive options available as only 46% of the population is aware that they will eventually need to convert to digital, as the analogue signal will be switched off in the future.

DART, Digital Audience Research Tracker, is a quarterly survey covering all aspects of digital TV from planned uptake to use of the electronic programme guide. DART is conducted by Ipsos-RSL on Capibus, the Ipsos UK omnibus, which interviews a nationally representative sample of 2000 people in their homes across Great Britain every week.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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