Kassof Survey Exposes Bad News For HD Radio

Consumer Awareness Down

A new survey from MARK KASSOF & CO. finds consumers know "too little" about HD RADIO.

KASSOF writes in the report, "HD RADIO has made important progress recently in terms of getting into the car -- more auto makers are offering HD RADIO as an option or even standard in some cases. Unfortunately, that progress hasn’t yet translated into the minds of 18-64 consumers."

When comparing their recent findings to a SEPTEMBER 2008 survey (NET NEWS 9/11/08), KASSOF found "no progress."

"Awareness has actually declined," notes the report. "In '08, 67% had at least 'heard of' HD RADIO; now, 54% do. And consumers’ understanding (and misunderstanding) of HD is virtually identical to what we found three-plus years ago."

More bad news for HD RADIO. KASSOF found in 2008, "21% told us HD RADIO delivers better sound quality; now 20% do. And now, as then, many base this perception on their understanding of HDTV, rather than actual knowledge of HD RADIO. Then, 8% said HD RADIO delivers more channels and choices; now the exact same percentage do! Then, 7% said HD RADIO was satellite radio; now 6% do. And then, 14% said they had only heard of HD RADIO, but didn’t know anything about it; now, 16% do."

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