LG research reveals the need for consumer education re the Digital Switchover
• 87% of West Country consumers claim to know what the Digital Switchover is, yet 50 per cent subscribe to the major myths
• 30% of people claim they don’t know how to judge if a TV is ‘digital ready’
• 45% of people want to receive high definition programming as part of their digital package if it doesn’t cost more
• ‘Silver 60s’ claim to be the most educated about the Digital Switchover and the most prepared
Berkshire, 30 June, 2009 – New research launched today by LG, reveals that 87% of consumers in the West Country believe that they know what the Digital Switchover is, yet 50% still subscribe to the three most common myths concerning the change from analogue to digital broadcasts – including having to upgrade their home entertainment equipment, paying more for programming, and losing channels.
Exeter, parts of Devon, Somerset and Dorset started to switchover from 6 May, while the remainder of the region will experience the transition between 1 July and the middle of August 2009. Although the majority of consumers are convinced they are prepared for the switchover, 45% are unaware of when the switchover is happening. With this impending change, one in three consumers is still unaware if their TVs are capable of receiving a digital feed. However, 45% are keen to experience the benefits of high definition digital TV packages, as long as they don’t have to pay more for the service.
George Mead, marketing manager, LG Electronics digital display says, “It is interesting to note that The Digital TV Group, itself, released results recently, suggesting that 90% of residents in the West Country are ready for the impending Digital Switchover and whilst this certainly mirrors parts of our findings, our research delves deeper to uncover a disconnect between this high level of understanding and reality.”
Interestingly, the research indicates that the “Silver 60’s” segment of consumers – aged between 60 and 70 – is the most confident about its preparation and education about the Digital Switchover. 90% of these respondents claim to have made appropriate provisions for the switchover, however, 62% still subscribe to the common myths.
LG will be touring through the West Country in our LG Xperience trailer. It will be visiting new and established LG retailers to educate staff and consumers about the brand’s product developments – including the LF7700, subscription-free HD TVs with in-built Freesat, high definition designer small screens, 200Hz LCD sets, and the switchover – to answer any questions that inhabitants of the various regions may have, as well as to provide advice on the most appropriate TV purchases, depending on individual needs. You can see the tour dates at the bottom of this post.
Other findings to come out of the LG study include:
REGION
Bristol
• Least prepared for the Digital Switchover – 74 per cent
Cornwall
• Respondents had the highest awareness of the Digital Switchover – 97 per cent
Devon
• 81 per cent of respondents from Devon know when the switchover is happening
Dorset
• Dorset and Wiltshire are the most price sensitive regions as 58 per cent and 57 per cent respectively would adopt HD programming if it didn’t cost any more
Gloucestershire
• 34 per cent of respondents associated the switchover with having to upgrade their existing TV
Somerset
• Somerset is the area in the West Country that is most prepared for the switchover – 94 per cent
Wiltshire
• Only 31 per cent of respondents know when the switchover is happening
• Regionally, , Wiltshire is the least prepared for the switchover with its 75 per cent figure
• Dorset and Wiltshire are the most price sensitive regions as 58 per cent and 57 per cent respectively would adopt HD programming if it didn’t cost any more
AGE
• 60% of 60 year olds know when the switchover is happening in their town, while 47% of ‘under 30s’ are aware of when the switchover is happening in their town
• 60 year olds are the largest subscribers to common misconceptions about the switchover – 62%
• Under 30s are also the least educated about the switchover as 23% do not know what it is
SEX
• Men claim to be better informed than females about the switchover with 94% claiming that they know what it is. Females – 82%
• 50% of males would adopt HD programming if it was ‘cheap enough’
• 35% of females would be unable to determine whether or not a TV in-store is digital
LG Xperience Tour Dates
Wed July 1st 9:00am – Exeter – Currys & Comet – EX2 8LH
Thur 2nd July 9:00am – Barnstable – Currys & Comet – EX31 3RY
Fri 3rd July 9:00am – Currys – Taunton – TA1 2LR
Sat 4th July 9:00am – Currys – Taunton – TA1 2LR
Sun 5th July 9:00am – Currys – Taunton – TA1 2LR
Mon 6th July 9:00am – Currys – Bristol – BS34 5TX
Tue 7th July 9:00am – Currys & Comet – Cardiff – NP20 2NN
Wed 8th July 9:00am – Comet – Cardiff – CF24 1PX
Thur 9th July 9:00am – Currys – Cardiff – CF23 9AD
Fri 10th July 9:00am – Currys – Culverhouse, Cardiff West – CF5 6XJ
Sat 11th July 9:00am – Currys – Culverhouse, Cardiff West – CF5 6XJ
Sun 12th July 9:00am – Currys – Culverhouse, Cardiff West – CF5 6XJ
Mon 13th July 9:00am – Currys & Comet – Haverford West – SA61 2EX
Tue 14th July 9:00am – Comet – Swansea – SA7 9RF
Wed 15th July 9:00am – Currys & Comet – SA5 4BA
Thur 16th July 9:00am – Stock – Reading
Fri 17th July – Brands Hatch
Sat 18th July 9:00am – Brands Hatch
Sun 19th July 9:00am – Brands Hatch
