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Study Shows ‘Just How Far HD Has to Go’

Study Shows 'Just How Far HD Has to Go'

“It is early in the marketing of HD Radio, so low awareness and familiarity are to be expected,” says researcher Mark Kassof. “Still, this research reveals just how far HD has to go.”
He was referring to a survey by his firm Mark Kassof & Co., which found that only 1% of 18-64-year-olds say HD Radio provides more stations or programming choices.
“I’m most concerned that only 1% say that HD Radio means more programming choices, since that’s a key selling point crucial for competing with Sirius and XM,” Kassof stated.
In the results, the company stated: “Overall, those aware of HD Radio are in the minority; 38% say they have heard of it. However, this group includes 7% who have only heard of HD Radio and have no idea what it is. It also includes 6% who only define it as ‘high-definition radio’ but cannot explain what that means.
“This leaves 25% who are ‘familiar’ with HD Radio – that is, they have specific ideas about it. This includes 17% who correctly define it as having better, clearer sound quality … far more than say HD Radio provides more choices. It also includes those who have misconceptions about HD Radio … most notably, 3% who think it is ‘satellite radio,'” Kassof wrote.
Those 18-24 have higher awareness and familiarity with HD Radio than average, while 55-64-year-olds are lower than average on both. Men have more awareness and familiarity with HD Radio than women do.