Consumer Awareness About Digital Switchover is Growing

Researchers from the firm Frank N. Magic Associates have concluded that consumers are becoming increasingly aware about the upcoming switchover to digital television. As such, it seems that the efforts cable companies, broadcasters and sites such as this are making have really been paying off.

According to the researchers, 59% or Americans are aware of the switchover that will be taking place in February. The survey, which was actually conducted by a company called Magid Media Futures, surveyed 1,200 adults online in order to measure their awareness of the switchover. All of the participants were 21 years old or older.

The results of this survey showed an improvement over the previous survey, which was conducted in September of last year. At the time of that study, on 34% of consumers were aware of the switchover. This jump in awareness is particularly interesting because the company has seen little change over the last several years. In fact, the company has been conducting the survey since 1988. During that time and every time since, consumer awareness has remained in the 30-40% range. Therefore, the jump that occurred over the last six months is quite significant.

Our firm has been tracking consumer awareness of digital television for nearly 10 years now, really since the U.S. government announced the first transition date in 1998 of April 2006,” says Maryann Baldwin, who is the president of Magic Media Futures. “Once that deadline changed, consumer awareness dropped off again. But with a true countdown upon us now, this growth in awareness proves the power of the coordinated education effort among all parties involved. There is still much work to be done, but the initial progress is encouraging.”

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