A new study finds that awareness of HD Radio has made great leaps in the past two years. The research by Mark Kassof & Co. reveals that 67 percent of 18-64 year olds have heard of HD Radio. In a similar Kassof study in 2006, only 38 percent of those surveyed had heard of HD Radio.

Consumer understanding of HD Radio has also grown. Now, 21 percent are aware that HD Radio delivers higher quality sound, versus 17 percent in 2006. Also, eight percent now know that HD Radio delivers more stations or choices, whereas only one percent were aware two years ago.

However, the new research shows there are still many misconceptions about HD Radio. Seven percent of those surveyed confuse HD Radio with satellite radio, up from three percent two years ago. Also, three percent believe they
currently receive HD Radio even though do not own an HD-capable receiver.

Mark Kassof, President of the company, states, "The results of this survey show significant progress, with two-thirds of consumers at least aware of HD Radio. But the industry still has a lot of work to do explaining HD radio and selling
its benefits to consumers." The research findings are based on 688 telephone interviews in the U.S., conducted from September 4-7.