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The Digital Switchover: 50 per cent of West Country consumers believe the myths

  • Updated
  • 30-06-2009

LG research reveals the need for consumer education re the Digital Switchover   


§         87 per cent of West Country consumers claim to know what the Digital Switchover is, yet 50 per cent subscribe to the major myths

§         30 per cent of people claim they don’t know how to judge if a TV is ‘digital ready’

§         45 per cent of people want to receive high definition programming as part of their digital package if it doesn’t cost more

§         ‘Silver 60s’ claim to be the most educated about the Digital Switchover and the most prepared




Berkshire, 30 June, 2009 – New research launched today by consumer electronics firm LG, reveals that 87 per cent of consumers in the West Country believe that they know what the Digital Switchover is, yet 50 per cent still subscribe to the three most common myths concerning the change from analogue to digital broadcasts – including having to upgrade their home entertainment equipment, paying more for programming, and losing channels.


Exeter, parts of Devon, Somerset and Dorset started to switchover from 6 May, while the remainder of the region will experience the transition between 1 July and the middle of August 2009. Although the majority of consumers are convinced they are prepared for the switchover, 45 per cent are unaware of when the switchover is happening. With this impending change, one in three consumers is still unaware if their TVs are capable of receiving a digital feed. However, 45 per cent are keen to experience the benefits of high definition digital TV packages, as long as they don’t have to pay more for the service.


George Mead, marketing manager, LG Electronics digital display says, “It is interesting to note that The Digital TV Group, itself, released results recently, suggesting that 90 per cent of residents in the West Country are ready for the impending Digital Switchover and whilst this certainly mirrors parts of our findings, our research delves deeper to uncover a disconnect between this high level of understanding and reality.”


Interestingly, the research indicates that the “Silver 60’s” segment of consumers - aged between 60 and 70 - is the most confident about its preparation and education about the Digital Switchover. 90 per cent of these respondents claim to have made appropriate provisions for the switchover, however, 62 per cent still subscribe to the common myths.


LG will be touring through the West Country in its LG Xperience trailer. It will be visiting new and established LG retailers to educate staff and consumers about the brand’s product developments – including the LF7700, subscription-free HD TVs with in-built Freesat, high definition designer small screens, 200Hz LCD sets, and the switchover - to answer any questions that inhabitants of the various regions may have, as well as to provide advice on the most appropriate TV purchases, depending on individual needs.


Other findings to come out of the LG study include:





§    Least prepared for the Digital Switchover – 74 per cent


§    Respondents had the highest awareness of the Digital Switchover – 97 per cent


§    81 per cent of respondents from Devon know when the switchover is happening


§    Dorset and Wiltshire are the most price sensitive regions as 58 per cent and 57 per cent respectively would adopt HD programming if it didn’t cost any more


§    34 per cent of respondents associated the switchover with having to upgrade their existing TV


§    Somerset is the area in the West Country that is most prepared for the switchover – 94 per cent


§    Only 31 per cent of respondents know when the switchover is happening

§    Regionally, , Wiltshire is the least prepared for the switchover with its 75 per cent figure

§    Dorset and Wiltshire are the most price sensitive regions as 58 per cent and 57 per cent respectively would adopt HD programming if it didn’t cost any more



§    60 per cent of 60 year olds know when the switchover is happening in their town, while 47 per cent of ‘under 30s’ are aware of when the switchover is happening in their town

§    60 year olds are the largest subscribers to common misconceptions about the switchover – 62 per cent

§    Under 30s are also the least educated about the switchover as 23 per cent do not know what it is


§    Men claim to be better informed than females about the switchover with 94 per cent claiming that they know what it is. Females – 82 per cent

§    50 per cent of males would adopt HD programming if it was ‘cheap enough’

§    35 per cent of females would be unable to determine whether or not a TV in-store is digital


-- Ends --



Notes to editors

For a full breakdown of the report please contact Firefly Communications. 

The sample for the survey involved 1071 adults, of all ages, who watch TV. Only people living in the six counties of the West Country and in the city of Bristol were interviewed for the survey. 

In lengthy telephone interviews they were asked if they know what the Digital Switchover is and what they understand about it. 

The fieldwork was carried out during April 2009. 

Regional figures match the density of population.




About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1™ and A Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit


About LG Electronics Home Entertainment Company

The LG Electronics Home Entertainment Company is a top global player in flat panel displays, audio players and video products for the consumer and professional markets. LG's product areas include LCD and plasma televisions, home theatre systems, Blu-ray disc players, audio components and video players, and plasma display panels, among others. While focusing on creating feature-rich devices, the company is also pursuing stylish designs and pushing technological boundaries to improve the home entertainment experience.




For high-res images, LG stockists, availability and further information please contact:


Firefly Communications

Mike Sharman / Lucy Dee

+44 (0) 20 7386 1429


LG Electronics

Sarah Brambley

+44 (0) 1753 491 628

+44 (0) 7793 795 990