The latest Digital TV Report from Continental Research suggests a growing awareness of digital television in the UK.
Awareness of Freeview has grown significantly over the last two years, from 39% to 84% of UK adults. Although awareness is slightly lower for those over 65, the difference is less marked than with other technologies, and nearly 1 in 5 Freeview adults is over 65, compared to 1 in 13 for Sky.
In Freeview homes, awareness of the Top Up TV subscription service is also relatively high, at around 70%.
There is generally lower awareness of personal video recorders, at around 37%, although it is perhaps predictably higher among young, affluent men. As a result it is predicted that the number of UK homes with a PVR could reach the million mark in the next year.
In Sky homes, 19% of adults had interacted with a television advert in the last twelve months, compared to 16% six months ago. Interaction was strongest among 16-24 year olds, with 43% claiming to have interacted in the last twelve months.
The survey was conducted by Continental Research in July 2004.