Good -- And Bad News For HD In New Survey
September 11, 2008 at 8:28 AM (PT)
New research by MARK KASSOF & CO. reveals that 67% of 18-64 year-olds have heard of HD RADIO. This represents a dramatic increase from a similar KASSOF study 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. Significantly, 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 research findings were based on 688 telephone interviews in the U.S., conducted from SEPTEMBER 4th-7th.