Research and strategy firm Mark Kassof & Co. has conducted a new survey that shows a continued "knowledge gap" among consumers when it comes to HD Radio. The research findings, based on 670 telephone interviews in the U.S., show that 54 percent of 18- to 64-year-olds have "heard of" HD Radio, which is down from 67 percent in a 2008 study. Included in that 54 percent, however, are 16 percent who have only heard of HD Radio and don't know anything about it.
The #1 image of HD Radio is that it delivers better audio quality. Twenty percent of respondents express that view, which is essentially flat from 2008 (21 percent). But for many, better quality sound is not something they actually know about HD Radio. Rather, it's something they infer based on their knowledge of HDTV. Other findings show that only 8 percent understand that HD Radio delivers more channels and choices, which also is identical to the 2008 survey. And 6 percent have the misconception that HD Radio is satellite radio.
Firm President Mark Kassof states, "The results show a decline in awareness and zero progress in listeners' understanding of HD radio. The industry still has much work to do promoting HD radio and selling its benefits."