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Freeview Boosts Growth of Digital TV
Nearly half of all UK households are now receiving Digital TV, either by satellite, cable or DTT. Recent gains are largely down to the growth of Freeview, according to the quarterly DART (Digital Audience Research Tracker) survey by Ipsos-RSL.
UK Digital TV penetration has risen by 7% since September 2003 and 49% of homes are now ready for a seamless switchover in 2010. Freeview now represents almost a third of the UK digital market, and whereas previously its popularity appeared higher amongst the older, more resistant generation, it now seems increasingly to be perceived as a cost-effective introduction to Digital TV amongst all age groups.
Despite the rise in the number of households receiving DTV, those without digital are still showing little propensity to adopt within the next 12 months. The main barrier is satisfaction with existing channels - two-thirds of those rejecting Digital TV state that they are 'happy with the channels that I have at the moment'.
As with previous waves of DART, when it comes to making the decision to switch to digital, recommendations from friends and family are the key influencers.
DART covers all aspects of digital TV from planned uptake to use of the electronic programme guide and is conducted by Ipsos-RSL on Quest, a weekly panel of 4000 individuals across Great Britain.
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