Sample and Hold: Raised Awareness
The HD Radio identity crisis is seeing some improvement. A September 2008 research effort by Mark Kassof and Co. reveals that 67 percent of 18-64 year olds have heard of HD Radio – compared to a similar study from 2006, which showed that 38 percent of people had heard of HD Radio.
Why the change? The study does not explore the specific reasons, but it is likely that the promos being run on radio stations are at least getting the HD Radio name in front of consumers. I have also seen articles on and mention of HD Radio receivers in consumer publications, including local newspapers and Popular Science.
With the improvement in recognition comes an increase in understanding of some aspects as well. Now, 21 percent of respondents indicate HD Radio delivers higher quality sound, versus 17 percent in 2006. Also, 8 percent now volunteer that HD Radio delivers more stations or choices, versus only 1 perecnt two years ago.
But with the good news comes some bad news. This recent research also finds continued misconceptions about HD Radio. In 2008, 7 percent indicate HD radio is satellite radio compared to 3 percent who said that in 2006. And 3 percent of the respondents think they receive an HD Radio signal even though they have not purchased an HD Radio-capable receiver.
And the consumer outlets that mention HD Radio are spreading the word, but many of them still refer to HD Radio as high-definition radio, despite the disclaimer that Ibiquity includes in its press releases: "Note to editors: "HD Radio" and the HD Radio logo are proprietary trademarks of Ibiquity Digital Corporation. All other trademarks are the property of their respective owners. The "HD" in HD Radio is part of Ibiquity Digital’s brand name for its advanced digital AM/FM system. It does not mean hybrid digital or high-definition digital; both of these are incorrect."
Source: Mark Kassof and Co., 688 telephone interviews in the U.S. conducted from Sept. 4-7, 2008.
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