Digital TV update - Q2 2010
Quarterly and cumulative sales of DTT devices
3.25 An 'overlap' factor must be taken into account when evaluating the impact of IDTV sales on digital conversions. IDTV purchases are not always primarily motivated by the desire for an integrated DTT tuner, but often for other reasons such as larger screens or high-definition capabilities.
3.26 As a result, IDTVs are sometimes connected to existing satellite or cable receiving equipment. This leads to an overlap with the integrated DTT tuner, and therefore to a lower rate of DTT conversion than IDTV sales alone would imply. The GfK survey used in the report takes account of this effect by distinguishing homes where DTT is the sole digital platform from those where it is an additional platform.
3.27 Furthermore, an increasing number of DTT purchases are being made with the purpose of converting secondary sets in the home to digital, or as replacements for existing DTT set-top boxes on the primary set. Replacement purchases can be motivated by a desire to add new features such as seven-day programme guides, DVR functionality, greater storage capacity, high definition services, or broadband connectivity. These trends have led to a significant divergence between quarterly DTT sales and the number of homes converted to DTT. Over the past year survey results suggest an increase in the level of replacement DTT sales, as consumers upgrade older equipment.
Chart
