One million households plan to convert to multi-channel before the World Cup, research from Digital UK has revealed: on the day after the Department of Culture, Media and Sport announced the 'landmark' figure that 70% of households in the UK have at least one set equipped to receive digital broadcasts, a BRMB survey conducted by Digital UK shows that 15%, or just over one million of the remaining 7.5 million households which have not yet converted, plan to do so before the World Cup, writes Fergal Ringrose.
The BRMB survey also shows a further 16% of the current non-digital households intend to convert in the next 12 months, a trend that could see the 'landmark' 70% penetration figure rise to an estimated 80% by this time next year.
Research regarding awareness of digital switchover showed that it has increased from 85% in November 2005 to 88% in March 2006 in the Border region. The Border region is the first to switch over in 2008 and the communications campaign run by Digital UK has been active in that region since November 2005. The national awareness figure is 66%, up from 61% in November 2005.
Ford Ennals, chief executive of Digital UK said: "It's great news that more than a million people plan to go digital ahead of this summer's World Cup. It's the first time that the majority of homes will be watching the tournament on digital which clearly enhances people's overall enjoyment of television."