HDTV switches on confusion

Many global consumers remain in the dark over next-generation High Definition Television (HDTV), and manufacturers, service providers and merchants must do a better job in educating the public on the virtues of the technology, research has suggested.

According to a recently conducted online consumer survey, the technology is still confusing for consumers seven years after the first HDTV sets hit the market.

This is despite the NPD Group market analysis showing a high level of interest in the emerging technologies.

"Manufacturers, service providers and stores must do more to clear up the distinctions between the different types of televisions," said Ross Rubin, director of industry analysis at NPD Group.

"Since the study found that most consumers prefer to gather information in person, the onus to answer questions from buyers seems to be on the reseller."

Even though many consumers have yet to learn the benefits of HDTV, NPD Group predicted that the second half of this year would see greater adoption of the technology, driven by sports, movies and concerts.

Not surprisingly, a majority of respondents said that they sought a bigger, wider screen, generally in the 40in to 46in range. Nearly 25 per cent of respondents indicated that they would spend the extra money on a plasma or LCD screen to hang on the wall.

Even though NPD Group found that 96 per cent of homes surveyed still have standard TVs, they are no longer driving the market.

Although these sets will not be immediately replaced, respondents who plan to buy a new television in the next year are just as likely to buy a plasma or LCD as they are to buy another tube-based model.

Many poll respondents indicated that they do not think of their plasma or LCD televisions as the centre of a digital hub.

Only 76 per cent of LCD TVs had a device attached to them, which was most commonly a DVD player. This was found to be significantly less than traditional tube-based TVs, which come in at 89 per cent.

The Coming In Clearer report was based on a survey of NPD Group's online consumer panel. A sample of 6,280 US adults completed the survey between 15 and 22 April 2005.