ConsumerScope The HD Open to Buy
This is but one of the many opportunity areas the new survey revealed for the retailer. The good news is consumers continue to depend on retailers for exposure to product and, in fact, are getting these needs met. While only a third of short-term buyers are actively seeking out information on HD products, two-thirds of the short-term buyers have seen an HD set at retail. Even among unlikely buyers, a recollection of retail exposure is impressive at just under 40 percent.
The challenge is consumers still don't feel they have enough information to buy. Price is certainly a key factor in their decision, as is typically the case, but information is the fuel in the desire to own. Many (47 percent) say they have not investigated thoroughly, given the magnitude of the decision, and thus a fair percentage (42 percent) still want more information before buying.
A key aspect here is a clear answer to the question: "What can I do with DTV I can't do/watch already?"—i.e. content. Whether we are talking about gamers, movie lovers or the average sit-com audience, the message is that content is still king. Eighty percent of potential and likely buyers said their interest in owning an HD set or monitor increases with more availability of HD content.