Among HDTV Viewers, Daily Viewing of High-Definition Programming Increases 65%
in Just Two Years
'How-to,' news, drama shows see HD gains, says new Knowledge Networks report
MENLO PARK, Calif., Oct. 29 /PRNewswire/ -- A new Knowledge Networks recontact
study of persons ages 13 to 54, released as part of How People Use® HDTV 2009,
shows that high-definition TV (HDTV) viewers are now 65% more likely to say
they watch HD programming daily, compared to their viewing habits two years
ago.
In 2009, Knowledge Networks recontacted high definition viewers from
KnowledgePanel® who participated in the same study in 2007; 43% say they now
watch HD programming every day, compared to 26% two years ago - a 65%
increase. These 13 to 54 year olds also say they are now watching "how-to,"
drama and national evening news programs in HD more frequently (see table
below); and, consistent with the 2007 report, about two-thirds (68%) say they
"always make the effort" to watch a show in HD when it is available in SD
(standard definition) and HD at the same time.
Recontact Group: Changes in HD Viewing, 2007 vs. 2009
2007 2009
---- ----
Watch HD programs every day 26% 43%
--------------------------- -- --
"Always make effort" to watch HD when
SD/HD on at same time 61 68
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Watch "how-to" shows in HD 12 26
-------------------------- -- --
Watch drama shows in HD 32 43
----------------------- -- --
Watch national evening news shows in HD 22 31
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Watch sitcoms in HD 38 47
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Also as part of How People Use® HDTV 2009, KN interviewed a representative
sample of 510 people (ages 13 to 54) who have HDTV and HD reception, and found
important differences between males and females in HDTV viewing habits and
preferences. In the survey, conducted earlier this year, males were more
likely to say they
-- check HD channels first when turning on their TV set (48% males vs.
19%
females)
-- choose HD over standard definition when a program is available in both
at the same time (58% M, 41% F)
-- usually notice if ads are not in HD (42% M, 20% F)
-- are more likely to pay attention to an ad if it is in HD (36% M, 26%
F)
However, the data also show that women are more likely to say that ads in HD
programming are "relevant to your needs and interests" (42% females, 31%
males), and they are more inclined to purchase from brands or companies that
advertise during HD programs (24% females, 15% males).
"Viewing of high definition programming is becoming more frequent, including
program types - such as how-to and news - we wouldn't have associated with HD
a few years ago," said David Tice, Vice President and Group Account Director,
Knowledge Networks. "This sends a message to advertisers that HD is becoming
the new norm for those with HD access across all program types. An important
learning for companies targeting products to men - who are more likely to seek
out HD programming and to recognize the difference between standard and
high-definition ads - is that creating advertising that is more relevant to
the male audience could make you stand out from the HD crowd."
Methodology
How People Use® HDTV 2009 draws on two surveys from 2009. The first - fielded
to a fresh sample of 510 people ages 13 to 54 - studies the use of HDTV in
homes with an HDTV set and HD service. The second is a recontact survey
(longitudinal study) of persons we interviewed in 2007 for the first edition
of this report, to see how their attitudes and behaviors may have changed in
the past two years. Error ranges are +/- 4% for the fresh sample and +/-8%
for the recontact.
Knowledge Networks specializes in solving complex, high-impact problems,
providing extraordinary quality and service to leaders in business, government
and academia. We work closely with clients to create healthy consumer-brand
connections, effective marketing and advertising, sound public policies, and
accurate social science research. We have established respected practices in
media, marketing, advertising, and government & academic studies. KN excels
in study design, analytics, and custom panel creation; we deliver affordable,
statistically valid online research through KnowledgePanel® - the only
available probability selected, nationally representative Internet panel.
For more information, contact David Stanton (Vice President, Marketing
Communications) at dstanton@knowledgenetworks.com or (908) 497-8040.
SOURCE Knowledge Networks
David Stanton, Vice President, Marketing Communications of Knowledge Networks,
+1-908-497-8040, dstanton@knowledgenetworks.com
