A Decima Research study has found that there are two main factors keeping TV viewers from signing on for digital channels. They are ‘no need’ and cost. Although the number of digital households is growing, most (60%) that pay to receive a television service don’t subscribe to digital. According to the survey, 48% of analogue subscribers said they either did not need the service or are not interested in it. One-third (33%) of analogue subscribers said price was another reason not to subscribe. Fifty-five percent of analogue subscribers who used to get digital cited price as the reason they cancelled.
The results are based on a comprehensive telephone survey of 2,002 TV subscribers (1,193 analogue subscribers) over the age of 18, conducted nationally in May and June as part of the 2004 wave of Decima Research’s syndicated consumer research study on digital TV, entitled ‘The Digital Domain: Consumer Attitudes on Digital Television Services, Benefits, and Features in Canada.’
