According to a just-released Knowledge Networks study, access to high-definition television (HDTV) programming significantly affects viewing behavior, making users more selective about what they watch and more likely to plan viewing in advance. High-definition (HD) reception does not seem to make consumers more likely to watch commercials, though; while they find HDTV ads more "relevant," they are just as likely to click away from them as regular ads.
The report indicates that, while 20% of homes now have an HDTV set, less than two-thirds (61%) of those homes have true high-definition reception. But the effects of having HD programming are substantial; among those who get high-definition reception signals:
*One-third always check their HD channels first when channel surfing or checking for a program
*About half "always" make the effort to watch in HD if a program is simulcast in both standard definition and HD
*About 70% plan their viewing ahead of time, compared with just over half of viewers in non-HD homes
The survey also compared advertising attitudes between HD and non-HD viewers:
*Overall ad avoidance is similar among HD and non-HD persons: about half of each group say their usual response to a commercial break is to change channels
*HD viewers are more likely to agree that ads in HD programs are relevant to their needs and interests (41% vs. 35%). However, HD viewers are less likely to say they are inclined to purchase from advertisers during HD programs than non-HD viewers are from advertisers on regular TV programs (23% vs 37%)
KN's in-home ethnographic research, primarily among early-adopter homes, suggests discouraging factors for further mainstream consumer growth may include price of entry, lack of understanding of the technology, and confusing set-up and user interface procedures. Improving usability would also likely increase use of HD channels.
Courtesy: Knowledge Networks
