Digital TV is now being received by nearly half of all UK households with Freeview continuing to increase digital’s popularity, says a new report by research group Ipsos.
Since September 2003, digital TV in the UK has grown by 7% to 49%, with households receiving this either by satellite, cable or DTT. Freeview represents a third of the UK digital market and is appealing to all age groups says the report. According to independent research carried out by ZenithOptimedia, it is expected that 10 million UK households will have Freeview installed by 2007 (see
Freeview Homes Could Surpass Sky By 2007).
Although there has been a rise in digital TV households, the remaining 51% are showing little sign of switching. Two-thirds are saying ‘I am happy with the channels that I have at the moment.’ As with previous Digital Audience Research Tracker surveys, this quarter’s results show that when making the digital switch, recommendations from friends and family are the key influencers.
A recent report from industry watchdog, Ofcom, says that it expect’s only 78% of UK households to be receiving digital by 2010 – the Government’s self-imposed date for analogue switch-off.
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