DTV Owners Survey: 318-Response Consumer Study by HDTV Magazine and CEA, November 2000
2000
Summary
A joint consumer study by HDTV Magazine and the Consumer Electronics Association surveyed 318 DTV owners in September 2000, revealing that 82% purchased HDTV by choice rather than necessity. Key findings show 91% owned modular sets requiring separate set-top boxes, 46% received HDTV via antenna, and most owners rated picture quality excellent while lamenting scarce high-definition programming.
Source documentcirca 2000preserved as-is
The Following is the results of the consumer study done by HDTV Magazine and CEA in September and first released in November, 2000 in New York.
DTV Owners Study 318 Responses
1.
To start, how long have you owned your HDTV?
9%
Less than 3 months
9%
3 to less than 6 months
36%
6 months to less than 1 year
28%
1 year or longer
18%
I don't own a HDTV (not included in results)
2.
What is the screen size of your HDTV, in inches?
18%
Less than 40"
12%
40" to 49"
22%
50" to 59"
10%
60" to 64"
38%
65" or larger
3.
Which of the following best reflects your reason for purchasing your HDTV?
18%
I needed a new TV and after shopping I decided to purchase a HDTV
82%
I bought a HDTV because I wanted one not because I needed a new TV
4.
What brand is your HDTV?
1%
Ampro
0%
Daewoo
0%
Faroudja
2%
Hitachi
0%
Konka
30%
Mitsubishi
5%
Panasonic
0%
Philips
13%
Pioneer
2%
Princeton
3%
ProScan
5%
RCA
1%
Samsung
0%
Sanyo
0%
SharpVision
19%
Sony
16%
Toshiba
0%
Vidikron
3%
Zenith
5.
What type is your HDTV?
57%
Rear projection
22%
Front projection
19%
Direct-view, meaning the TV has a glass picture tube
2%
Not sure
6.
Is your HDTV integrated or modular?
9%
Integrated - the tuner to convert digital signals is built into the set
91%
Modular - requires a separate set-top box to convert digital signals
0%
Not sure
7.
Do you own a set-top box with a tuner to convert digital signals to receive a high-definition picture?
83%
Yes
17%
No
0%
Not sure
8.
When, if ever, do you expect to buy a set-top box with a tuner to convert digital signals for your HDTV?
62%
Within 6 months
21%
Within 6 months to 12 months
5%
Within 1 to 2 years
2%
Period longer than 2 years
10%
Not sure
9.
What brand is your set-top box?
0%
Konka
0%
Loewe
9%
Mitsubishi
22%
Panasonic
1%
Pioneer
4%
ProScan
0%
Proton
56%
RCA
1%
Samsung
0%
Sanyo
2%
SharpVision
6%
Sony
0%
Toshiba
0%
Zenith
10.
Before purchasing your HDTV, what sources of information did you use to assist you in your buying decision?
Check All That Apply
55%
Newspapers and/or magazines
72%
Internet
6%
TV
39%
Retailer
21%
Word of mouth/friends or family
29%
Manufacturer sponsored advertising
11.
Which of the following best describes the type of store where you purchased your HDTV?
11%
Mass market electronics retailer, i.e. Best Buy or Circuit City
26%
Regional electronics retailer, i.e. Tweeter, The Wiz, or Good Guys
39%
Local high-end specialty retailer, i.e. Myer Emco
24%
Other
12.
Thinking about the place where you purchased your HDTV, how would you rate the ability of the salespeople to answer your questions?
22%
They could answer all of my questions
41%
Most of my questions
29%
Some of my questions
8%
None of my questions
13.
To what degree has your HDTV met your expectations overall?
19%
Greatly exceeded expectations
29%
Exceeded expectations
40%
Met expectations
9%
Just fell short of meeting expectations
3%
Did not at all meet expectations
14.
How do you rate your HDTV in terms of ?
Poor
Excellent
NA
Audio quality
1%
3%
17%
29%
38%
12%
Picture quality
0%
1%
3%
25%
69%
2%
Amount of high-def programming
56%
28%
11%
2%
0%
3%
Quality of high-def programming
6%
12%
25%
31%
19%
7%
Ease of connecting products
to your HDTV, i.e. DVD player
4%
3%
20%
33%
38%
3%
15.
What is the primary way you receive HDTV signals?
46%
Antenna
2%
Cable
44%
Satellite
8%
I cannot receive HDTV signals
0%
Not sure
16.
What type of antenna do you use to receive HDTV signals?
17%
Indoor antenna
83%
Outdoor antenna
17.
Which of the following products do you currently have connected to your HDTV? Including through a home theater system.
Next, how is your television viewing time divided among your HDTV and the other TVs in your house? Please think only about television, and not movies from a VCR or DVD player.
24%
I watch my HDTV 100% of the time
38%
I watch my HDTV 75% of the time and other analog TVs 25% of the time
16%
I watch my HDTV 50% of the time and other analog TVs 50% of the time
19%
I watch my HDTV 25% of the time and other analog TVs 75% of the time
3%
I watch my analog TVs almost 100% of the time
20.
Are you watching more television since purchasing a HDTV?
16%
Yes, I watch significantly more television
43%
Yes, I watch somewhat more television
41%
No, I watch the same amount of television
21.
Now, how is your viewing time of movies from either a VCR or DVD divided among your HDTV and other TVs in your house?
70%
I use my HDTV 100% of the time
16%
I use my HDTV 75% of the time and other analog TVs 25% of the time
8%
I use my HDTV 50% of the time and other analog TVs 50% of the time
3%
I use my HDTV 25% of the time and other analog TVs 75% of the time
2%
I use my analog TVs almost 100% of the time
22.
Are you watching more movies using a either a VCR or DVD player since purchasing a HDTV?
45%
Yes, I watch significantly more movies
30%
Yes, I watch somewhat more movies
25%
No, I watch the same amount of movies
23.
Which one television show do you most like to watch on your HDTV?
Thinking about your viewing habits (using all of the TVs in your home), how frequently or infrequently do you watch the following types of programming?
Never
Some -
times
Very
Often
Sports
8%
14%
24%
23%
30%
Movies
0%
4%
12%
31%
52%
Documentaries or instructional shows
1%
16%
37%
29%
15%
Sitcoms (for example, Frasier)
18%
27%
26%
21%
8%
News or news related shows
3%
18%
34%
25%
19%
Dramas, (for example, ER)
11%
27%
31%
21%
9%
25.
Have you had any friends or family members over to watch a particular HDTV program?
18%
Yes, often
65%
Yes, occasionally
17%
No
26.
With the content available to watch on your HDTV (over the air, satellite, DVD, etc.) are you currently getting your money's worth with your HDTV?
10%
Yes, definitely
28%
Yes, mostly
51%
No, not really
11%
No, not at all
27.
How much did you pay for your HDTV?
12%
$2,000 to less than $2,500
8%
$2,500 to less than $3,000
14%
$3,000 to less than $3,500
9%
$3,500 to less than $4,000
10%
$4,000 to less than $4,500
8%
$4,500 to less than $5,000
10%
$5,000 to less than $5,500
9%
$5,500 to less than $6,000
6%
$6,000 to less than $6,500
7%
$6,500 to less than $7,000
28.
Based on your experience with HDTV, if you had it to do over again, would you still purchase your HDTV?
66%
I definitely would buy again
20%
I probably would buy again
10%
I might or might not buy again
3%
I probably would not buy again
1%
I definitely would not buy again
29.
What has been your greatest frustration, if anything, with your HDTV?
Next, broadcasters, television manufacturers, and other parties are experimenting with digital TVs with interactive data capabilities. For each of the following capabilities that may be available via a HDTV, please tell me how interested or not interested you'd be.
Not
Interested
Very
Interested
Email
68%
14%
8%
3%
7%
Shopping
59%
18%
11%
6%
5%
Information, i.e. weather, stock quotes
31%
19%
25%
13%
11%
Television programming guides
11%
10%
26%
22%
31%
Interactive game shows
59%
17%
12%
6%
4%
Chatting, i.e. AOL Instant Messenger
78%
8%
7%
2%
3%
31.
How would you rate your interest or disinterest in each of the following product categories?
Not
Interested
Very
Interested
Computers
1%
1%
5%
23%
69%
Wireless communications
5%
11%
28%
21%
34%
Car audio
11%
23%
34%
19%
11%
Home audio
1%
3%
18%
26%
51%
Home video
1%
1%
6%
23%
69%
Portable computing, i.e. Palm Pilot
15%
22%
23%
21%
19%
32.
Finally, please answer the next few questions to help us better understand the demographics of the survey participants. First, what is your gender?
