While the DTV rollout got underway a few years ago throughout parts of Europe, HD was not a big part of the initial scheme, and only recently are HD-centric systems being ramped up--or getting close to fruition--at the terrestrial, DBS and cable levels. Now the HD market is finally taking off in earnest, according to Tech.co.uk, which cited a recent survey by analyst firm Forrester.
Slightly more than half of viewers in Western Europe (about 55 percent) say they "know what HDTV" is. In the United Kingdom, says Forrester, the awareness factor is a bit higher, where only about 7 percent claim "not to know anything" about HD. A lot of publicity in the past couple of years over testing and other issues affecting HD, notably by BSkyB and the BBC (added to an existing tendency among Brits to purchase cutting-edge technology) were credited by Forrester with giving Britain the higher awareness factor.
But price points in Europe have not fallen as rapidly as in North America, so price is the key hurdle for many consumers, with nearly 60 percent of those who are aware of HD reporting that "too expensive" is the main reason for not buying. Nearly three-quarters, however, say they "would consider" buying an HD set if prices were lower. About 30 percent of the HD awareness-consumers think HD is "unnecessary." Yet only 13 percent think HD's "benefits" are still unclear.
