New Knowledge Networks Study Shows How High-Definition TV Reception Changes Viewing Habits; No Effect on Advertising Avoidance

About 50% with high-definition reception say they 'always' make the effort to watch in HD; also more likely to plan viewing


MENLO PARK, Calif., Sept. 12 /PRNewswire/ -- According to a just-released Knowledge Networks study, access to high-definition television (HDTV) programming -- one of the key digital technologies being embraced by mainstream consumers -- 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 Knowledge Networks report -- which is part of The Home Technology Monitor(TM), an ongoing source of definitive data on ownership and use of media technologies -- 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%)