Is HDTV Too Complicated?

[dkennedy]

Is HDTV Too Complicated?

January 20, 2006

By Philip Swann, tvpredictions.com

At the Consumer Electronics Show, I moderated a panel on what consumers want. During the session, I made the case that today's technology devices are often too complicated and feature-laden for the average consumer to understand.

A few of the panelists (officials at technology companies) seemed taken aback by my comments. They argued that consumers eventually come to accept and understand the complexity of new technology. Products don't need to be simpler, they suggested. Consumers just need to be better informed.

However, I disagree and I think High-Definition TV is a great example of a new product that should be simple but isn't. To get a high-def signal in your home, you not only have to buy a high-def set (which is confusing enough) but you also need a tuner or off-air antenna. And even if you figure out how to do that, you then have to learn what is high-def and what's not. This is not as easy as it sounds when you tune in a channel like ESPN HD, which broadcasts some shows in high-def but not all.

Many Americans are intrigued by HDTV's great picture but intimidated by its complexity. That's a big reason why more people have not purchased high-def sets -- and why more people can't recommend the product to friends.

And if you don't believe me, check out the new study from Ipsos. The research group says that nearly 50 percent of consumers are not sure what HDTV is -- and only 15 percent plan to buy one in the near future.

[dkennedy]

High Definition Hyped, But Many Consumers Remain Wary

January 20, 2006

PR Newswire

HDTV perceptions remain positive among those reporting familiarity, but many consumers can't justify replacing their current TVs

NEW YORK - While 90% of all Americans have heard of high definition television (HDTV), only 47% say they know anything substantial about it, and just 15% say they are somewhat or very likely to get HDTV - all reflecting basically unchanged levels over the past year, according to the latest research from Ipsos Insight, the global market research firm.

"Advertisers and marketers clearly have to take the initiative to expand the base of consumers who understand HDTV's features and benefits, in order to convert them into buyers," said Todd Board, leader of Ipsos Insight's Technology & Communications practice. "Especially when you consider that the number of people who are substantially aware of HDTV hasn't changed since 2004."

"Awareness levels have topped out as the range of HDTV-related technology products and services are promoted by manufacturers, networks, and cable and satellite service providers," Board said. "We have seen some degree of growth in HDTV penetration in the U.S. - varying estimates tend to center around an installed base of about 15MM at this point. That said, we see both need and opportunity to develop the market beyond the early adopter stage, to create mainstream momentum."

"Among the fairly static group of U.S. consumers that report familiarity with HDTV in the past year, the perceived benefits have remained quite high," added Board. "The critical issue today is that many consumers know HDTV exists, but haven't been convinced that it offers enough benefit to justify replacing their current TVs. Some of the reluctance to become more familiar with HDTV may have to do with this 'worth it' hurdle."

Most survey respondents familiar with HDTV recall having seen an ad for HDTV in the past month (84%), and three quarters (74%) have looked into the capability in store.

[zekmoe]

Sure, make it simple enough for stupid people who can't be bothered to read. It's simple enough as it is. Just because the average idiot wants a console TV with a channel knob, doesn't mean he should get one. Learn how the modern world behaves.