Posted by chicagomedia.org on September 11, 2008 at 18:31:07:
Study: HD Radio Awareness Picking Up
A recent telephone study by Mark Kassof & Co. reveals that 67% of adults 18-64 have heard of HD Radio. Kassof says this represents a dramatic increase from a similar study they conducted in 2006, when only 38% had heard of HD Radio.
Consumers' understanding of HD Radio has also grown. Now 21% indicate HD Radio delivers higher quality sound, versus 17% in 2006. In addition, 8% now volunteer that HD Radio delivers more stations or choices, versus only 1% two years ago.
On the downside, this year's research also finds continued misconceptions about HD Radio. Now 7% indicate that HD radio is satellite radio, up from 3% in 2006. And 3% think they receive HD Radio even though they have not purchased an HD-capable receiver.
The study findings are based on 688 telephone interviews conducted in the U.S. from Sept. 4-7.
Kassof & Co. president Mark Kassof says, "The results of this survey show significant progress, with two-thirds of consumers at least aware of HD Radio. But the industry still has a lot of work to do explaining HD radio and selling its benefits to consumers."
(R&R)