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LG reveals Granada region Digital Switchover research
Under 30s exposed as being not so ‘tech savvy’; 60-70 age group best prepared; new TV technologies cause ‘high level of confusion’
New research launched today by LG Electronics reveals that 87% of consumers in the Granada region (Liverpool, Manchester, Lancashire, Cheshire and North Staffordshire) believe that they know what the Digital Switchover is; however, 57% subscribe to the common myth that the change from analogue to digital broadcasts will require all TVs in the UK to be upgraded.
Although the majority of consumers are convinced they are prepared for the Switchover, 31% is unsure of how to determine if a TV is able to receive digital broadcasts. Of the 72% of people who do not currently view high definition, 33% are keen to experience the benefits of high definition digital TV packages, as long as they don’t have to pay more for the service.
George Mead, TV marketing manager, Home Entertainment, LG Electronics, says: We’ve recognised that there is confusion surrounding TV tech jargon, and the ongoing research we conduct supports this. It’s a point that we are actively addressing through a variety of ways, including the LG Xperience educational roadshow and the LG Online Buyers Guide, which aim to correct any myths and assist consumers in making the best home entertainment choices.”
Dispelling the general assumption that the younger generation is the most ‘tech savvy’, LG’s research shows that 63% of those under the age of 30 mistakenly believe that all TVs need to be changed for the Switchover. Those aged between 60 and 70 are the most confident about preparation for the event, with 93% of respondents claiming to have made appropriate provisions. This group is also the one with the highest percentage of high definition programme adoption (34%).
The research also revealed a high level of confusion around new TV technologies such as LED, with 62% of respondents citing that they did not know what it was, despite big pushes into the market from multiple manufacturers.
In a move to help consumers overcome the confusion surrounding the Digital Switchover and other TV related tech jargon, LG is currently touring through the North West with its LG Xperience trailer. The aim of this tour is to visit established LG retailers to educate staff and consumers on both the Switchover and LG’s product developments, as well as providing advice on the most appropriate TV purchases for individual needs.
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