digital tracker

Digital TrackerAugust – October 2012 results

© Colmar Brunton 2012 2

Key results this wave (i)Take-upOverall conversion has significantly increased compared to last wave (from 86% to 89%).

IntentionCompared to last wave, the proportion of households that are likely (either ‘very likely’ or ‘fairly likely’) to go digital in the next six months is consistent with last wave at 39% (it was 49% last wave). However, the proportion that are ‘fairly likely’ has decreased significantly (from 25% to 17%).

AwarenessPrompted awareness of the switchover has significantly increased compared to last wave (from 90% to 92%). In particular, awareness has increased among converted households (from 92% to 94%) but has remained consistent among unconverted households (at 87%).

UnderstandingUnderstanding of their own digital status has stayed relatively consistent among both converted households (92% of converted households know they have digital TV) and unconverted households (71% of unconverted households know they are analogue). These results are similar to last wave (91% and 76% respectively).

85% of all households are aware that after the switchover occurs they will not be able to watch TV on sets that don’t have Sky/TelstraClear or Freeview. This represents a significant increase from last wave when only 83% were aware.


Key results this wave (ii)

Understanding (continued) Knowledge of the switchover date has significantly increased to 47% (from 36%). Knowledge of the switchover date has significantly increased for all three remaining switchover regions: from 43% to 63% for the South Island, from 38% to 49% for the Lower North Island, and from 27% to 38% for the Upper North Island.

AttitudeThe proportion of New Zealanders who feel positive (nett) about the switchover is consistent with last wave at 59% (it was 60% last wave).

The main reason for feeling positive is because it brings ‘better quality of pictures/better clarity/sharper pictures’ (51% of those who are positive think this). The main reason for feeling negative is because people ‘will have to buy new equipment/new TV’ (22% of those who are negative think this). [Please note: these two questions use an unprompted approach with a number of codes which makes it less reliable for tracking purposes].

BarriersThe biggest barriers to taking up digital TV is that it is ‘not a priority’ (72% agree).


Key results this wave (iii)Key results by switchover region

Nationwide (NZ minus West Coast

and Hawke’s Bay)

South Island (Tasman, Nelson,

Marlborough, Canterbury, Otago and

Southland)

Lower North Island (Gisborne, Taranaki,

Manawatu-Wanganui, Wellington)

Upper North Island (Northland, Auckland,

Waikato, Bay of Islands)

Conversion(proportion of households with working TVs that have digital TV)

(n=1940) 89% (n=752) 87% (n=432) 90% (n=756) 87%

Awareness (‘aware’ of Going Digital happening – does not include ‘vaguely aware’)

(n=2008) 92% (n=781) 94% (n=443) 94% (n=784) 90%

Intention: ‘very likely’(‘very likely’ to get SKY or Freeview in the next 6 months)

(n=224) 22% (n=89) 23% (n=39) 18% (n=96) 23%

Intention: likely (nett)(either ‘very likely’ or ‘fairly likely’ to get SKY or Freeview in the next 6 months)

(n=224) 39% (n=89) 42% (n=39) 39% (n=96) 39%

Understanding of consequence(aware that you cannot watch TV after switchover unless you have SKY/FV)

(n=2008) 85% (n=781) 89% (n=443) 91% (n=784) 81%

Knowledge of date(know month when switchover is happening in their area)

(n=2008) 47% (n=781) 63% (n=443) 49% (n=784) 38%

Attitude(view the switchover/Going Digital positively)

(n=1930) 59% (n=761) 61% (n=429) 60% (n=740) 58%

Top barrier (not a priority)(the most commonly quoted barrier among unconverted – and % quoting that as the main barrier)

(n=203) 27% (n=80) 26% (n=36) 48% (n=87) 20%

Definition of ‘switchover region’:Please note that throughout this report we present results by three switchover regions, these are labelled: ‘South Island’ – this includes all of the South Island excluding the West Coast‘Lower North Island’ – this includes Gisborne, Taranaki, Manawatu-Wanganui, and Wellington‘Upper North Island’ – this includes Northland, Auckland, Waikato, Bay of Islands(Please note that the West Coast, Murchison, St Arnaud, and Hawke’s Bay have already gone digital and so do not appear in the data).


Objectives and methodology


Objectives

• To monitor take-up rates of digital television which will help inform the decision about a digital switchover date.

• To monitor awareness and understanding of digital switchover to better target a proposed public awareness campaign.

• To identify barriers to take-up.

Ministry’s needs

• Awareness of the planned digital switchover (awareness)• Levels of conversion of television sets to receive digital television (take-up)• Intention to convert the main set to digital reception (intention)• Understanding of how to get ready for digital television (understanding)• Attitude to digital switchover (attitude)

Outcomes sought from the research


Methodology

• Telephone survey of households (sample frame includes all private residences with a working landline telephone line).

• 12.42 minute questionnaire.

• Conducted between 20 August and 21 October 2012.

• 27.98% response rate.

• 2,008 interviews conducted with minimum numbers in each Regional Council.

• Data weighted by household composition (household size combined with age), region, urban vs. non-main urban, Maori vs. non-Maori.

• Tenth of 10 waves; results from the last nine waves are included in this report.

• Differences in results between the current and previous wave (highlighted in the text) are statistically significant at the 95% confidence level except where indicated otherwise.

• Notes to reader:

• Wave 10 excludes households from the West Coast and Hawkes Bay as these regions have already gone digital. See Slide 9 for more details.

• Wave 4 excluded Canterbury due to the earthquake. Therefore regional results for Wave 4 exclude Canterbury and national results for Wave 4 represent ‘all of New Zealand minus Canterbury’.


Methodology continued (changes and notes on report)

The following change was made to the questionnaire this wave :

Notes to reader:

At G1/G3 a new statement was asked (to help

determine barriers to taking up digital TV). The new

statement (‘I will watch TV on the internet instead’) replaced the statement ‘I suspect digital television

won’t work properly’.

• Throughout the report, nett scores have been calculated (e.g. combining slightly and strongly agree etc.) using the raw data. Due to rounding, manually combining the two separate percentages may produce a slightly different result.

• * denotes less than 1% but more than 0%. It is sometimes used in table cells with very few respondents.Not

es

J9n2 and J9n3 were introduced to

measure recall of particular TV

adverts/ announcement.


How the switchover has impacted the Digital TrackerThis wave now excludes West Coast and Hawke’s BayPrevious waves of the Digital Tracker have always surveyed all of New Zealand. However, the data in this report (which covers fieldwork from 20 August to 21 October) excludes the West Coast and Hawke’s Bay. This will also be the case for future waves of the Digital Tracker. We will continue to interview 2,000 New Zealanders using a sample design which allows both national and regional reporting (excluding the West Coast and Hawke’s Bay).

This change was initiated because television has already gone digital in these two regions (on 30 September) and so market intelligence on those regions is no longer required to inform the Going Digital programme.

Due to the relatively small population in the West Coast and the Hawke’s Bay (about 5% of New Zealand’s population base), there is often no difference in the historical data for New Zealand vs. the historical data for New Zealand minus the West Coast and Hawke’s Bay.

Reporting by Digital Switchover regionThis report contains data for key measures broken down by the three remaining switchover regions (South Island, Lower North Island, and Upper North Island).


Overview of digital take-up in New Zealand


The proportion of households with a working TV in New Zealand that have digital reception is 89% (representing a statistically significant increase since last wave)

(equivalent to 92% of all households)

May-Ju

l 10

Aug-Oct

10

Nov10-Ja

n11

Mar-Apr1

1

Jun-Jul11

Sep-O

ct11

Nov11-D

ec12

Mar-Apr1

2

May-Ju

l12

Aug-Oct

120%

20%

40%

60%

80%

100%

70% 71% 72% 77% 79% 79% 83% 84% 86% 89%

30% 29% 28% 23% 21% 21% 17% 16% 14% 11%

Does not have digital TV on their main TV set

Has digital TV on their main TV set

Source: QC12/C2 and QC13Base: All NZ households with a used/working TV in their householdNote: The overall digital uptake figure was verified against a series of triangulation questions about the digital status of their TVs. This included questions about the respondent having access to an EPG, digital radio, and digital channels – although if someone had subscription TV they were assumed to have digital TV. In Wave 5, the calculation changed to include those still unconverted by those questions who received foreign language stations through a satellite dish. * Please note that this data represents ALL OF NZ, and so assumes 100% conversion in areas that have already gone digital (i.e. West Coast and Hawkes Bay).

Source: QC12/C2 Base: All households (n=2008)

Digital take-up among households with a working TV used in the last six months

(n=1961)(n=1946)

Digital take-up among all households (inc. those without TVs)

As a percentage of all households in New Zealand, this equates to 92% of

households having digital TV (regardless of whether or not they

have a TV).

(n=1953)(n=1955)(n=1968)(n=1959)(n=1956)(n=1954)(n=1950)(n=1940)*


The proportion of households with a working TV that have digital reception (by switchover region – refer to footnote on Slide 4 for a definition of each region)

Compared to last wave, there has been a significant increase in the proportion of households from the Lower North Island that have digital

0% 20% 40% 60% 80% 100%

87%

90%

87%

84%

85%

86%

86%

85%

83%

79%

84%

84%

Aug-Oct12

May-Jul12

Mar-Apr12

Nov11-Dec12

Source: QC12/C2 and QC13Base: All households with a used/working TV in their householdNote: The overall digital uptake figure was verified against a series of triangulation questions about the digital status of their TVs. This included questions about the respondent having access to an EPG, digital radio, and digital channels – although if someone had subscription TV they were assumed to have digital TV. Also note that in Wave 5, the calculation changed to include those still unconverted by those questions who received foreign language stations through a satellite dish.

Digital take-up among households with a working TV used in the last six months by switchover region

South Island

Lower North Island

Upper North Island

n=752

n=530

n=530

n=532

n=432

n=448

n=422

n=449

n=756

n=759

n=751

n=769


Breakdown of digital take-up by regionThere are no statistically significant differences between any of the

regional conversion rates and the national average

Source: QC12/C2Base: Varies

*Caution: small base size

Base: % of households with working TVs.

0% 50% 100%

93%

90%

88%

89%

88%

96%

86%

92%

91%

86%

86%

87%

0% 50% 100%

80%

91%

89%

80%

92%

Digital take-up among households with a working TV used in the last six months by Regional Council

North Shore (n=88)

Waitakere (n=83)

Auckland City (n=101)

Manukau (n=97)

Tasman/Nelson/Marlborough (n=176)

Waikato (n=129)

Northland (n=109)

Otago (n=112)

Taranaki (n=115)

Gisborne (n=45)

Southland (n=116)

Bay of Plenty (n=117)

Auckland (n=401)

Manawatu/Wanganui (n=116)

Wellington (n=156)

Auckland (other) (n=32)*

Canterbury (n=348)

Note: All data this wave (Aug-Oct 12) does not include West Coast and Hawkes Bay


0% 20% 40% 60% 80% 100%

93%

90%

88%

89%

88%

96%

86%

92%

91%

86%

86%

87%

83%

87%

88%

89%

89%

88%

84%

85%

83%

93%

81%

79%

93%

84%

89%

83%

78%

84%

83%

88%

86%

86%

84%

82%

85%

87%

82%

83%

92%

82%

82%

85%

85%

83%

77%

77%

Nov11-Jan12 Mar-Apr12 May-Jul12 Aug-Oct 12*

Breakdown of digital take-up by region for last 4 Waves

0% 20% 40% 60% 80%100%

80%

91%

89%

80%

92%

86%

84%

82%

79%

91%

88%

88%

77%

76%

89%

79%

85%

82%

81%

81%

Nov11-Jan12 Mar-Apr12May-Jul12 Aug-Oct 12

North Shore

Source: QC12/C2 Base: Varies

Waitakere

Auckland City

Manukau

*Caution: small base size – very unreliable

Auckland (other)*

NOTE: These are based upon % of households with working TVs.

Tasman/Nelson/Marlborough

Waikato

Northland

Otago

Taranaki

Gisborne

Southland

Bay of Plenty

Auckland

Manawatu/Wanganui

Wellington

Canterbury

Since last wave, there has been a significant increase in the proportion of households from Northland that have digital TV

[last 4 waves shown only (to avoid crowding)] *Aug-Oct 12 does not include West Coast and Hawkes Bay


There are no statistically significant differences between any of the regional conversion rates and the national average (86%) across the last 3 waves combined

0% 50% 100%

90%

87%

89%

87%

85%

91%

84%

88%

87%

89%

84%

83%

0% 50% 100%

85%

88%

83%

78%

91%

North Shore (n=267)

Source: QC12/C2Base: Varies

Waitakere (n=254)

Auckland City (n=301)

Manukau (n=289)

Tasman/Nelson/Marlborough (n=404)

Waikato (n=388)

Northland (n=336)

Otago (n=342)

Taranaki (n=345)

Gisborne (n=146)

Southland (n=347)

Bay of Plenty (n=349)

Auckland (n=1207)

Manawatu/Wanganui (n=343)

Wellington (n=472)

Auckland (other) (n=96)

NOTE: These are based upon % of households with working TVs.

Canterbury (n=724)

Digital take-up among households with a working TV used in the last six months by Regional Council

for Wave 8, 9 and 10 combined


Take-up by households with someone over the age of 65 and households with someone over the age of 75 is consistent with last wave

Digital take-up among households with someone over the age of 65 and 75

Source: QC12/C2 and QK7Base: All households with someone over the age of 65 and have a used/working TV: W1 n=566, W2 n=549, W3 n=553, W4 n=533, W5 n=576, W6 n=534, W7 n=584, W8 n=603, W9 n=587, and W10 n=609.

Source: QC12/C2 and QK8aBase: All households with someone over the age of 75 and have a used/working TV: W1 n=235, W2 n=223, W3 n=223, W4 n=196, W5 n=240, W6 n=199, W7 n=227, W8 n=269, W9 n=246, and W10 n=268.

May-Jul10

Aug-Oct1

0

Nov10-Ja

n11

Mar-Apr11

Jun-Jul11

Sep-O

ct11

Nov11-Ja

n12

Mar-Apr12

May-Jul12

Aug-Oct

12*0%

20%

40%

60%

80%

100%

71% 72% 69% 71%78% 79%

83% 82% 84% 87%

64% 65%61% 58%

75% 78% 76% 79% 81% 84% Households with someone over the age of 65 with di-gital TV reception

Households with someone over the age of 75 with di-gital TV reception

* Aug-Oct 12 does not include West Coast and Hawkes Bay


Take-up of digital TV by ethnicity

Nov10-Jan11

Mar-Apr11

Jun-Jul11

Sep-Oct11

Nov11-Dec12

Mar-Apr12

May-Jul12

Aug-Oct 12*

New Zealand European

n=1638 73% n=1604 77% n=1644 80% n=1598 81% n=1621 83% n=1654 84% n=1651 87% n=1631 89%

Asian n=101 64% n=95 77% n=97 77% n=102 74% n=91 82% n=112 84% n=121 83% n=103 84%

Pacific n=71 76% n=62 69% n=88 80% n=114 75% n=95 91% n=88 82% n=76 88% n=62 82%

Maori n=252 77% n=255 80% n=247 83% n=253 80% n=266 88% n=238 85% n=252 88% n=231 92%

Other n=192 70% n=263 81% n=215 73% n=256 73% n=240 80% n=208 83% n=176 84% n=215 80%

Source: QC12/C2 and QC13 Base: All households with a used/working TV in their household

Digital take-up by ethnicity

Compared to last wave, there has been a significant increase in the proportion of New Zealand Europeans with digital TV



To increase the robustness of analysis by ethnicity – here are the last 3 waves combined data

Take-up of digital TV by ethnicity

Last 3 waves combined*

New Zealand European n=4936 87%

Asian n=336 84%

Pacific n=226 84%

Maori n=721 88%

Other n=599 82%

Source: QC12/C2 and QC13 Base: All households with a used/working TV in their household

Digital take-up by ethnicity



As a proportion of all households, 38% have Sky/TelstraClear (only), 30% have Freeview/Tivo (only), 17% have both, and 16% have neither

There have been no statistically significant changes in digital service provides compared to last wave

May-Jul10 Aug-Oct10 Nov10-Jan11

Mar-Apr11 Jun-Jul11 Sep-Oct11 Nov11-Jan12

Mar-Apr12 May-Jul12 Aug-Oct 120%

20%

40%

60%

80%

100%

42% 43% 44% 43% 45%39% 40%

36%40% 38%

17% 17%18% 20% 21% 23% 24% 28% 27% 30%9% 10% 8%

12%13% 14%

16% 18% 16% 17%

32% 31% 29% 25% 22% 23% 20% 18% 18% 16%

None

Both Sky / TelstraClear and Freeview / Tivo

Freeview / Tivo only

Sky / TelstraClear only

Source: QB4 , QB14, and QB14b Base: All households

Use of digital service providers among all households

(n=2000) (n=2000)

Note: Some of these respondents may be under-or-over claiming their adoption of particular digital TV technology. The overall digital uptake figure presented in an earlier slide was verified against a series of triangulation questions

about the digital status of their TVs. This was not possible for answers about individual digital TV providers.

(n=2000) (n=2000) (n=2005) (n=2006) (n=2002) (n=1997) (n=2001) (n=2008)*



Trends in SKY and Freeview among households with a used/working TV over the past 10 waves

Compared to last wave there has been a significant increase in the proportion of households with Freeview

All households with SKY / Freeview

Source: QB4 and B14aBase: All households with a used/working TV in their household

May-Jul10

Aug-Oct10

Nov10-Jan11

Mar-Apr11

Jun- Jul11 Sep-Oct11

Nov11-Jan12

Mar-Apr12

May-Jul12

Aug- Oct 12

0%

20%

40%

60%

80%

100%

53% 54% 54% 56% 58% 55% 57% 55% 57% 57%

27% 27% 28%33% 34% 38% 41%

47% 44% 48%

SKY (or TelstraClear)

Freeview

(n=1961) (n=1946) (n=1953) (n=1955) (n=1968) (n=1959) (n=1956) (n=1954) (n=1950) (n=1940)*



Intention to convertThis section combines the likelihood to get SKY and the likelihood to get Freeview (discussed later) to create overall ‘intention to go digital’ data.

© Colmar Brunton 2012 22Source: QB9/B19 and QC13Base: Non-converted households

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

4%

8%

9%

9%

13%

18%

19%

21%

24%

22%

16%

17%

16%

14%

18%

22%

18%

16%

25%

17%

80%

75%

75%

77%

70%

60%

62%

63%

51%

61%

Very likely Fairly likely Not likely

Although the proportion of households that do not have digital TV but are likely (nett) to in the next 6 months is consistent with last wave,

the proportion that are ‘fairly likely’ has decreased significantly

Likelihood of getting digital TV in the next six months

May-Jul10(n=527)

Aug-Oct10(n=503)

Nett likely39%

49%

37%

38%

40%

30%

23%

25%

25%

20%

Nov10-Jan11(n=481)

Mar-Apr11(n=407)

Jun-Jul11(n=376)

Sep-Oct11(n=363)

Nov11-Jan12(n=309)

Mar-Apr12(n=280)

May-Jul12(n=253)

Aug-Oct 12(n=224)*


© Colmar Brunton 2012 23Source: QB9/B19 and QC13Base: Non-converted households

Aug-Oct12 (n=89)

May-Jul12 (n=75)

Mar-Apr12 (n=72)

Nov11-Jan12 (n=97)

Aug-Oct12 (n=39)

May-Jul12 (n=60)

Mar-Apr12 (n=61)

Nov11-Jan12 (n=66)

Aug-Oct12 (n=96)

May-Jul12 (n=103)

Mar-Apr12 (n=114)

Nov11-Jan12 (n=120)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

23%

21%

19%

16%

18%

27%

30%

23%

23%

23%

16%

20%

19%

23%

21%

20%

21%

33%

15%

14%

16%

21%

13%

18%

58%

57%

59%

64%

61%

40%

54%

62%

61%

56%

70%

61%

Very likely Fairly likely Not likely

The proportion of households that do not have digital TV but are likely (nett) to in the next 6 months by switchover region

(caution: small base sizes)

Likelihood of getting digital TV in the next six months Nett likely42%

43%

41%

36%

39%

60%

46%

38%

39%

44%

30%

39%

Upper North Island

Lower North Island

South Island

Caution: Small base sizes. Results are indicative only.


Awareness, understanding, and attitude towards the switchover


The proportion of households that are ‘aware’ of going digital has significantly increased compared to last wave while the

proportion that are ‘vaguely aware’ has decreased

Source: QA4Base: All households

Extent of awareness that TV is going digital and that the analogue signal will be turned off

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

35%

38%

51%

50%

83%

87%

88%

89%

90%

92%

27%

25%

24%

22%

10

7

7

5

5

4

38%

36%

25%

27%

7

6

5

5

4

4

1

1

1

1

Aware Vaguely aware Not aware Don't know

May-Jul 10(n=2000)

Aug-Oct 10(n=2000)

Nov 10-Jan 11(n=2000)

Mar-Apr 11(n=2000)

Jun-Jul 11(n=2005)

Sep-Oct 11(n=2006)

Nov11-Jan12(n=2002)

Mar-Apr12(n=1997)

May-Jul12(n=2001)

Aug-Oct 12(n=2008)*



The proportion of households that are ‘aware’ of the government’s plan to switch NZ over to digital by switchover region

Compared to last wave there has been a significant increase in the proportion of households from the Upper North Island that are ‘aware' and a significant decrease in the proportion that are ‘vaguely aware'. There has also been a

significant increase in the proportion of households from the Lower North Island that are ‘not aware'


Extent of awareness of government’s plan to switch NZ over to digital TV by turning off the analogue signal

Upper North Island

Lower North Island

South Island

Aug-Oct12 (n=781)

May-Jul12 (n=542)

Mar-Apr12 (n=537)

Nov11-Jan12 (n=545)

Aug-Oct12 (n=443)

May-Jul12 (n=457)

Mar-Apr12 (n=437)

Nov11-Jan12 (n=458)

Aug-Oct12 (n=784)

May-Jul12 (n=783)

Mar-Apr12 (n=768)

Nov11-Jan12 (n=786)

0% 20% 40% 60% 80% 100%

94%

94%

92%

89%

94%

94%

93%

88%

90%

86%

86%

87%

3

3

5

8%

3

5

4

7%

4

6%

6%

7%

2

3

3

3

3

1

2

4

5

7%

8%

6%

1

1

1

1

1

1

1

1

Aware Vaguely aware Not aware Don't know


Prompted awareness of the government’s plan to switch NZ over to digital has increased significantly among converted households but has remained

stable among unconverted households

Proportion of households that are aware (prompted) of the government’s intention to switch New Zealand over to digital TV by converted/unconverted households

Nov10-Jan11

Mar-Apr11

Jun-Jul11

Sep-Oct11

Nov11-Jan12

Mar-Apr12

May-Jul12

Aug-Oct 12*

Converted households n=1456 54% n=1530 52% n=1572 85% n=1589 90% n=1647 90% n=1674 92% n=1697 92% n=1716 94%

Unconverted households

n=497 45% n=425 46% n=396 77% n=370 78% n=309 82% n=280 81% n=253 85% n=224 87%


Extent of awareness (prompted) of the government’s plan to switch NZ over to digital TV by turning off the analogue signal by whether or not the

household has taken-up digital TV

*Aug-Oct 12 does not include West Coast and Hawkes Bay


Prompted awareness of the government’s plan to switch NZ over to digital TV has remained consistent for both households with someone over the age of 65 and

for households with someone over the age of 75

Source: QA4Base: All households with someone over the age of 65: W1n=569, W2n=558, W3n=558, W4n=536, W5n=583, W6n=541, W7n=596, W8n=611, W9n=595, W10n=618.

Prompted awareness among households with someone over the age of 65 and 75

Mar-Jul10

Aug-Oct1

0

Nov10-Ja

n11

Mar-Apr11

Jun-Jul11

Sep-O

ct11

Nov11-Ja

n12

Mar-Apr12

May-Jul12

Aug-Oct

12*0%

20%

40%

60%

80%

100%

36%42%

55% 56%

79%87% 88% 89% 89% 91%

34% 36%

51% 54%

72%

87% 85% 84% 82%88%

Households with someone over the age of 65

Households with someone over the age of 75

Source: QA4Base: All households with someone over the age of 75: W1n=237, W2n=226, W3n=226, W4n=198, W5n=244,

W6n=201, W7n=230, W8n=270, W9n=248, W10n=270.


© Colmar Brunton 2012 29Source: QA5Base: All households that are aware or vaguely aware of DSO

What people think they will need to do to their TV to be ready for the switchover

What people think they will need to do to their TV to be ready for the switchover

May-Jul10

(n=1234)

Aug-Oct10

(n=1292)

Nov10-Jan11

(n=1529)

Mar-Apr11

(n=1533)

Jun-Jul11

(n=1878)

Sep-Oct11

(n=1891)

Nov11-Jan12

(n=1901)

Mar-Apr12

(n=1896)

May-Jul12

(n=1921)

Aug-Oct 12

(n=1930)*

Get a set top box / digital box 28% 27% 35% 31% 43% 47% 42% 40% 46% 48%Get Freeview 9% 15% 15% 19% 30% 28% 30% 31% 38% 38%Subscribe to Sky 6% 10% 12% 11% 25% 26% 30% 27% 34% 36%Get a new TV which can receive digital/has an IDTV 23% 24% 24% 23% 20% 21% 21% 18% 20% 21%

Get a new TV (no mentions of digital) 22% 23% 23% 24% 18% 21% 20% 19% 19% 17%

Get a new aerial 7% 9% 9% 11% 8% 12% 10% 10% 14% 14%Get a satellite dish 12% 13% 10% 12% 11% 14% 11% 11% 13% 13%Get a digital recording device 5% 6% 3% 8% 3% 4% 5% 5% 4% 4%Alter existing aerial 2% 3% 2% 3% 3% 3% 3% 3% 2% 4%

Get rid of old TV 2% 4% 4% 4% 2% 2% 2% 2% 2% 1%

General mentions of installing new/digital equipment 1% 2% 2% 1% 2% 2% 3% 2% 1% 1%

Get TelstraClear * * 1% * 2% 1% 1% 1% 1% 1%

Get subscription television / buy a new television service (no mentions of specific provider)

1% * 1% * 1% * * * 1% *

Other (specify) 12% 10% 10% 9% 12% 11% 8% 17% 14% 13%Nothing 2% 1% 1% 2% 2% 2% 2% 3% 2% 2%Don’t know 19% 16% 15% 14% 11% 10% 10% 9% 8% 7%

[Please note: this particular question uses an unprompted approach with a number of codes which makes it less reliable for tracking purposes].

Compared to last wave, there have been some significant changes in the perceptions of what people will need to do to their TV to be ready for the switchover



The proportion of NZers who feel positive (nett) towards the switchover is consistent with last wave

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

20%

19%

17%

17%

20%

29%

28%

31%

30%

31%

26%

28%

26%

25%

30%

28%

31%

28%

29%

28%

39%

37%

40%

39%

35%

31%

30%

31%

31%

29%

8%

9%

9%

10%

8%

6%

5%

6%

4%

5%

4

3

5%

5%

4

3

3

2

3

3

3

3

3

5%

3

4

3

3

2

3

Very positive Fairly positive Neither positive nor negative Fairly negative Very negativeDon't know

Source: QA7Base: All households that are aware or vaguely aware of DSO

Attitude towards the switchover

May-Jul10(n=1234)

Aug-Oct10(n=1292)

59%

60%

59%

59%

57%

49%

41%

43%

47%

46%

Nov10-Jan11(n=1529)

Mar-Apr11(n=1532)

Jun-Jul11(n=1878)

Set-Oct11(n=1891)

Nov11-Jan12(n=1901)

Mar-Apr12(n=1896)

Nett positive

May-Jul12(n=1921)

Aug-Oct 12(n=1930)*



The proportion of NZers who feel positive (nett) towards the switchover (by switchover region)

Source: QA7Base: All households that are aware or vaguely aware of DSO

Attitude towards the switchover

Upper North Island

Nett positive

Lower North Island

South Island

Aug-Oct12 (n=761)

May-Jul12 (n=528)

Mar-Apr12 (n=519)

Nov11-Jan12 (n=529)

Aug-Oct12 (n=429)

May-Jul12 (n=448)

Mar-Apr12 (n=421)

Nov11-Jan12 (n=433)

Aug-Oct12 (n=740)

May-Jul12 (n=728)

Mar-Apr12 (n=707

Nov11-Jan12 (n=734)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

31%

32%

31%

27%

29%

30%

31%

28%

32%

31%

30%

28%

31%

29%

29%

32%

31%

27%

28%

30%

26%

30%

28%

32%

30%

31%

31%

30%

28%

33%

30%

32%

30%

30%

31%

28%

3

3

4

4

5

3

6%

4

6%

4

7%

6%

3

3

1

3

4

5

3

3

3

3

2

4

3

2

4

3

3

2

2

3

3

2

2

3

Very positive Fairly positive Neither positive nor negative Fairly negative

Very negative Don't know

61%

61%

60%

59%

60%

57%

59%

58%

58%

61%

58%

60%


Compared to last wave, significantly fewer households feel positive about the switchover because it is better quality in general

Source: QA8Base: All households that are aware/vaguely aware of DSO and feel positive about it

Reasons for feeling positive about the switchover

Reasons for feeling positive about the switchover

May-Jul10

(n=565)

Aug-Oct10(n=610)

Nov10-Jan11

(n=673)

Mar-Apr11

(n=642)

Jun-Jul11

(n=936)

Sep-Oct11

(n=1093)

Nov11-Jan12

(n=1147)

Mar-Apr12

(n=1134)

May-Jul12

(n=1173)

Aug-Oct12

(n=1177)*

Better quality of pictures/better clarity/sharper picture 47% 41% 44% 43% 48% 51% 48% 48% 48% 51%

New technology/better technology/keep NZ competitive 27% 30% 27% 28% 27% 26% 26% 21% 24% 25%

More channels/more programs/more choice 14% 19% 17% 16% 19% 20% 21% 19% 27% 23%

Better reception 18% 24% 20% 19% 20% 20% 15% 15% 16% 17%

Better quality sound 5% 3% 2% 4% 4% 4% 4% 5% 7% 5%

Better content/higher quality programs/material 3% 6% 6% 5% 4% 4% 6% 5% 3% 5%

Better quality generally (no mention of specific factors) 4% 6% 7% 5% 3% 4% 3% 3% 4% 2%

Get to buy a new TV 1% 1% 1% 1% 1% 1% * * 1% 1%

None/no positives/do not care 1% 2% 1% 2% 3% 3% 2% 4% 4% 2%

Other 31% 26% 25% 28% 27% 31% 24% 34% 30% 31%

Don’t know 3% 1% 1% 2% 2% 3% 3% 3% 3% 3%

[Please note: this particular question uses an unprompted approach with a number of codes which makes it less reliable for tracking purposes]



There has been a significant increase in the proportion of households that feel negative about the switchover because it will be too complicated/confusing

Source: QA9Base: All households that are aware/vaguely aware of DSO and feel negative about it

Reason for feeling negative about the switchover

Reasons for feeling negative about the switchover

May-Jul10

(n=154)

Aug-Oct10(n=160)

Nov10-Jan11(n=202)

Mar-Apr11(n=206)

Jun-Jul11(n=217)

Sep-Oct11(n=159)

Nov11-Jan12(n=140)

Mar-Apr12(n=140)

May-Jul12 (n=142)

Aug-Oct 12 (n=141)*

Will have to buy new equipment/new TV 30% 28% 32% 36% 30% 40% 29% 24% 29% 22%

Cannot afford it 25% 31% 28% 31% 28% 23% 33% 31% 17% 21%Waste of old TVs 7% 3% 6% 7% 7% 3% 5% 5% 6% 11%Not worth the money 5% 15% 9% 6% 9% 7% 9% 11% 6% 10%

Unfair/want choice/don’t like to be forced 4% 8% 11% 15% 13% 12% 8% 9% 14% 8%

Will have reception problems 4% * 3% 7% 2% 4% 1% 5% 6% 7%Happy with existing system/existing TV 6% 7% 18% 14% 13% 13% 8% 11% 7% 6%

It will be too complicated/confusing 2% 4% 3% 3% 7% 4% 3% 1% * 6%

Anti-TV/don’t need more TV (too many repeats/channels/adverts) 1% 2% 2% 1% 1% 4% 1% 3% 3% 3%

Will make no difference/no improvement on analogue/no added value in additional channels

2% 3% 3% 6% 4% 2% 2% 3% 4% 2%

Anti-technology/don’t like new technology 1% 1% 2% 2% 2% 5% 4% 1% 2% 2%

Indifferent/don’t care - 2% * - 3% 3% 2% 2% 3% 1%Too hard to install - - * - 2% 1% 2% - 1% -Other 48% 43% 36% 39% 46% 45% 48% 50% 52% 58%Don’t know 1% - 3% 2% * - 1% - 1% 2%No reason 1% 1% 1% 1% 2% * 1% - - 2%

[Please note: this particular question uses an unprompted approach with a number of codes which makes it less reliable for tracking purposes].



Knowledge of digital status is consistent with last wave for both converted and unconverted households

92% of converted households know they have digital TV (consistent

with last wave)

71% of unconverted households know they are analogue (consistent

with last wave)


Further knowledge of switchover


85% of households are aware that after the switchover occurs they will not be able to watch TV on sets that don’t have Sky/TelstraClear or Freeview

(representing a significant increase from last wave)

Whether or not households are aware that after the switchover, they will not be able to watch TV on sets that don’t have Sky, TelstraClear or Freeview

Source: QJ1n Base: All households

Total

for N

ov11-Ja

n12

Total

for M

ar-Apr12

Total

for M

ay-Jul12

Total

for A

ug-Oct1

2

Aware Aug-O

ct12

Vaguely

aware 4 Aug-O

ct12

0%

20%

40%

60%

80%

100%

1 1 1 1 1

19 17 16 14 9

43

8082

83 85 90

56

Yes, aware

No, not aware

Don't know

(n=2002) (n=1997) (n=2001) (n=2008)


(n=1863)(n=67)



(by switchover region)


(by switchover region)

Source: QJ1n Base: All households

South Island (n=781) Lower South Island (n=443) Upper North Island (n=784)0%

20%

40%

60%

80%

100%

1 1 110 9

18

8991

81 Yes, aware

No, not aware

Don't know


Awareness of when the switchover will occur

Source: QJ2n Note: Sample sizes pertain to the most recent wave of dataBase: All households (excluding some from pilot). Note: Samples sizes shown pertain to the most recent wave of data.

0% 20% 40% 60% 80% 100%

0.47

0.5

0.25

0.63

0.49

0.38

0.36

0.4

0.08

0.43

0.38

0.27

0.32

0.35

0.13

0.35

0.34

0.26

0.32

0.3

0.13

0.35

0.3

0.28

Nov11-Jan12

Mar-Apr12

May-Jul12

Aug-Oct 12*

Total (n=2008)

‘Aware’ of switchover (n=1863)

‘Vaguely aware’ of switchover (n=67)

South Island (n=781)

Lower North Island (n=443)

Upper North Island (n=784)

Knowledge of when the switchover will occur has significantly increased compared to last wave

[last 4 waves shown (to avoid crowding)]



Take-up and intention to take-up subscription TV or Freeview


42%

38%

13%

4%

1%

43%

38%

14%

3%

2%

44%

39%

11%

3%

1%

43%

39%

13%

3%

2%

Nov11-Jan12

Mar-Apr12

May-Jul12

Aug-Oct 12

The proportion of households with one TV that receives Freeview (36%) has significantly increased compared to last wave

Non

eO

ne T

V

Source: QB5/QB15a Base: All households with at least one used/working TV

Proportions of households with the following specified number of TVs that have Sky or TelstraClear

Two

TVs

Thre

e TV

sFo

ur o

r m

ore

TVs

(n=1956)

[only last 4 waves shown (to avoid crowding)]

(n=1954)

(n=1950)

(n=1940)*

48%

36%

10%

2%

1%

52%

32%

9%

3%

4%

49%

35%

10%

3%

3%

57%

31%

6%

3%

3%

Nov11-Jan12

Mar-Apr12

May-Jul12

Aug-Oct 12

Proportions of households with the following specified number of TVs that have Freeview

(n=1956)

(n=1954)

(n=1950)

(n=1940)*


Non

eO

ne T

VTw

o TV

sTh

ree

TVs

Four

or

mor

e TV

s


Among households without Sky there is no significant change in intention to get Sky. Among households without Freeview there is no significant change in intention to get Freeview (although

there has been an increase in the ‘very unlikely’ category)

0% 20% 40% 60% 80% 100%

1

2

3

2

2

2

1

2

3

2

4

3

4

3

4

3

4

4

4

2

3

3

4

2

2

2

4

4

3

2

13%

13%

12%

13%

10%

14%

14%

11%

10%

12%

78%

78%

76%

79%

81%

78%

76%

77%

78%

80%

1

1

1

1

1

1

1

2

2

2

Very likely Fairly likely Neither likely nor unlikely

Fairly unlikely Very unlikely Don't know

Source: QB9Base: All households that do not have Sky/TelstraClear plus households that are likely to get a new TV in the next 6 months

Likelihood of getting a paid subscription to Sky or TelstraClear in the next six months

May-Jul10(n=895)

Aug-Oct10(n=863)

4%

6%

6%

5%

5%

6%

5%

7%

6%

5%

Nov 10-Jan11(n=862)

Jun-Jul11(n=812)

Sep-Oct11(n=856)

Nov11-Jan12(n=803)

Mar-Apr11(n=849)

Nett likely

Mar-Apr12(n=843)

May-Jul12(n=813)

Aug-Oct 12(n=825)*


0% 20% 40% 60% 80% 100%

4

5

5

5

8

10%

10%

10%

12%

11%

10%

10%

9%

9%

10%

13%

10%

12%

14%

11%

7

6

7

4

6

6

7

6

6

5

17%

18%

22%

17%

15%

18%

19%

18%

16%

17%

59%

60%

55%

61%

58%

49%

51%

50%

48%

54%

2

2

3

3

3

3

3

4

5

2

Very likely Fairly likely Neither likely nor unlikely

Fairly unlikely Very unlikely Don't know

May-Jul 10(n=1448)

Aug-Oct 10(n=1421)

22%

25%

23%

20%

23%

18%

15%

14%

15%

14%

Nov 10-Jan 11(n=1416)

Mar-Apr 11(n=1327)

Jun-Jul 11(n=1311)

Sep-Oct 11(n=1207)

Nov11-Jan12(n=1172)

Mar-Apr12(n=1050)

May-Jul12(n=1095)

Aug-Oct12(n=1014)*

Nett likely

Likelihood of getting Freeview in the next six months

Source: QB19Base: All households with Freeview/Tivo plus households

that are likely to get a new TV in the next 6 months


There have been no significant changes since last wave in the proportions of Freeview households that say they get reception via an aerial or via a satellite dish

Whether Freeview is received through a satellite dish or through an aerial

Source: QB18bBase: All households with Freeview/Tivo

0% 10% 20% 30% 40% 50% 60%

41%

45%

3%

11%

45%

45%

2%

7%

44%

44%

4%

8%

48%

42%

4%

6%

Nov11-Jan12

Mar-Apr12

May-Jul12

Aug-Oct 12*

Freeview through a satellite dish

Freeview through an aerial

Another way

Don’t know

(n=789)

(n=907)

(n=862)

[last 2 waves %s shown only (to avoid crowding)]

(n=932)



Barriers to take-up digital television


27%

16%14%

1% 0%

4% 5%

9%

3%

0%

27%

16%

6%

25%

8%

4% 4% 3%

21%

14%

11%

22%

7% 6% 5% 4%

1%

30%

13%

9%

22%

4% 4%6%

4%

Aug-Oct12*

May-Jul12

Mar-Apr 12

Nov11-Jan12

Not a prio

rity

I will

delay ge

tting it

until I have

to

Do not need m

ore televis

ion

Happy with

existing

reception

Do not underst

and why

things need to

change

Don’t know enough

about

it

Source: QG3 1 Statement asked for the first time in Wave 10.Base: All unconverted households minus any that did not agree with any of the statements at QG1

Biggest barrier to taking up digital TV

Happy with

existing

programmes a

nd channels

Too ex

pensive fo

r me

‘Not a priority’ is the main barrier to taking up digital TV The proportion of households that say they ‘do not need more television’, ‘don’t understand why things need to change’ and

‘equipment/installation is too confusing’ have significantly increased, while the proportion that say they ‘will delay getting it until I have to’ and they ‘don’t know enough about it’ have significantly decreased

I will

watch TV on th

e

internet inste

ad1

Equipment/i

nstalla

tion

too confusin

g

(n=297)

[last 4 waves shown only (to avoid crowding)]

(n=257)

(n=236)

(n=203)


© Colmar Brunton 2012 45Source: QG3 1 Statement asked for the first time in Wave 10.Base: All unconverted households minus any that did not agree with any of the statements at QG1

Barriers to taking up digital TV (by switchover region)

(n=297)

(n=257)

(n=236)

(n=xxx)

South Island% agree(n=80)

Lower North Island% agree(n=36)

Upper North Island% agree(n=87)

Not a priority 69% 85% 69%

Too expensive for me 42% 41% 54%

Do not need more television 72% 68% 70%

I will delay getting it until I have to 79% 78% 75%

Don’t know enough about it 58% 51% 52%

Happy with existing programmes and channels 61% 49% 58%

Happy with existing reception 70% 76% 65%

Do not understand why things need to change 35% 52% 52%

Equipment/installation too confusing 33% 38% 32%

I will watch TV on the internet instead1 22% 27% 21%


There have been no changes in the proportions of unconverted households that agree (or disagree) with the barriers: happy with existing reception and will delay. There has been a significant increase in the proportion that strongly disagree with the barrier: not a priority

Aug-Oct 12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

Aug-Oct 12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

Aug-Oct 12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

51

53

59

59

49

47

52

51

61

58

63

60

20

22

17

19

19

21

21

20

16

21

19

17

5

7

7

7

4

7

6

8

2

7

4

5

9

10

8

8

9

10

8

11

5

4

7

9

12

6

5

4

17

13

12

10

11

7

3

6

3

2

4

3

2

2

1

1

5

3

5

2

Strongly agree Slightly agree Neither agree nor disagree Slightly disagreeStrongly disagree Don't know

Source: QG1Base: All unconverted households: W1n=519, W2n=509, W3n=480, W4n=411, W5n=386; W6n=357, W7n=303, W8n=264, W9n=238, W10n=203.

How much do you agree or disagree with the following barriers to taking up digital TV…

Not a priority

Happy with existing reception

Will delay getting digital until I have to

77%

79%

81%

77%

Nett agree

68%

68%

73%

71%

72%

75%

76%

78%



There have been no changes in the proportions of unconverted households that agree with the barriers: don’t need more TV, happy with existing

programmes and channels, and don’t know enough about it

Aug-Oct 12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

Aug-Oct 12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

Aug-Oct 12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

53

49

56

57

35

30

37

34

31

36

31

32

17

19

20

18

22

27

24

23

23

18

22

21

7

9

7

7

8

8

7

9

4

9

12

13

11

12

9

11

11

15

11

15

16

17

15

15

7

8

8

4

20

18

19

17

23

18

19

17

4

3

1

2

3

1

1

2

4

2

2

3

Strongly agree Slightly agree Neither agree nor disagree Slightly disagreeStrongly disagree Don't know


Don’t need more TV

Happy with existing programmes and channels

Don’t know enough about digital TV

Source: QG1Base: All unconverted households: W1n=519, W2n=509, W3n=480, W4n=411, W5n=386; W6n=357, W7n=303, W8n=264, W9n=238, W10n=203.

54%

54%

52%

53%

Nett agree

57%

57%

61%

57%

70%

68%

76%

76%



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

32

25

27

30

31

27

25

28

20

21

19

21

12

16

18

17

14

17

12

14

12

13

17

16

15

10

17

16

18

20

10

12

17

14

13

15

15

18

5

13

18

13

14

18

18

17

19

19

19

22

20

11

12

12

13

12

21

28

23

24

26

22

19

16

53

9

11

13

9

2

2

1

3

9

6

8

9

9

Strongly agree Slightly agree Neither agree nor disagree Slightly disagree Strongly disagree Don't know


Too expensive for me

Don’t understand why things need to change

Digital TV equipment and installation is too confusing

I will watch TV on the internet instead1

Source: QG1 1 Statement asked for the first time in Wave 10.Base: All unconverted households: W1n=519, W2n=509, W3n=480, W4n=411, Q5n=386; W6n=357, Q7n=303, W8n=264, W9n=238, W10n=203.

49%

43%

44%

45%

There have been no changes in the proportions of unconverted households that agree with the barriers: too expensive for me, don’t understand why

things need to change, and digital TV equipment/installation is too confusing

Aug-Oct12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

Aug-Oct12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

Aug-Oct12*

May-Jul12

Mar-Apr 12

Nov 11-Jan 12

Aug-Oct12*

Nett agree

48%

40%

39%

40%

34%

38%

36%

37%

23%



Conversion of secondary television sets&No. of non-working TVs


66%

21%

10%

2%

0%

64%

23%

10%

2%

1%

64%

23%

9%

4%

1%

61%

25%

11%

3%

1%

Nov11-Jan12

Mar-Apr12

May-Jul12

Aug-Oct12*

0 analogue

TVs

1 TV (analogue)

Source: QD1Base: All converted households

Number of secondary TV sets that are not converted [among converted households]

[last 4 waves shown only (to avoid crowding)]

(n=1629)

2 TVs (analogue)

3 TVs (analogue)

4+ TVs (analogue)

(n=1656)

(n=1685)

Consistent with last wave, 34% of converted households have a secondary TV set which is analogue

(n=1698)

39% (Nov 11 - Jan 12) 36% (Mar-Apr12) 36% (May-Jul12) 34% (Aug-Oct12)



The proportion of converted households that are likely to convert their secondary analogue TV set(s) is consistent with last wave

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

3

6%

6%

7%

11%

12%

11%

15%

18%

15%

7%

7%

8%

10%

15%

16%

11%

14%

12%

14%

3

3

4

3

4

3

6%

5

3

4

15%

17%

19%

15%

16%

17%

17%

13%

16%

17%

71%

66%

61%

63%

53%

50%

54%

51%

48%

49%

1

1

1

2

1

2

1

2

2

2

Very likely Fairly likely Neither likely nor unlikely Fairly unlikely Very unlikelyDon't know

Source: QD2Base: All converted households with a secondary analogue TV set

Likelihood to convert secondary analogue TV sets to digital

May-Jul 10(n=589)

Aug-Oct 10(n=674)

29%

30%

29%

22%

28%

27%

17%

15%

12%

10%

Nov 10-Jan 11(n=686)

Mar-Apr 11(n=667)

Jun-Jul 11(n=679)

Sep-Oct 11(n=636)

Nov11-Jan12(n=624)

Mar-Apr12(n=586)

May-Jul12(n=612)

Aug-Oct12(n=566)*

Nett likely



Television viewing behaviour


TV viewing behaviour

If there was no TV, then the household…

May-Jul 10

(n=1859)%

Aug-Oct 10

(n=1946)%

Nov 10-Jan 11

(n=1954)%

Mar-Apr 11

(n=1955)%

Jun-Jul 11

(n=1969)%

Sep-Oct 11

(n=1959)%

Nov 11-Jan 12

(n=1956)%

Mar- Apr 12

(n=1954)%

May- Jul 12

(n=1951)%

Aug- Oct 12

(n=1940)*%

Would be devastated 16 15 14 12 15 18 16 16 18 16

Would miss it quite a lot 28 25 25 27 29 28 25 26 28 29

Would be annoyed but get used to it 40 42 43 44 41 36 43 39 36 38

Wouldn’t notice much difference 16 17 16 15 14 15 15 18 16 16

Source: QI1Base: All households with a working television set that has been used in the past six months



Classifications


Antenna

Antenna type May-Jul 10

(n=1902)%

Aug-Oct 10 (n=2000)

%

Nov 10-Jan 11

(n=2000)%

Mar-Apr 11

(n=2000)%

Jun-Jul 11

(n=2005)%

Sep-Oct 11

(n=2006)%

Nov 11-Jan 12

(n=2002)%

Mar- Apr 12(n=1997)

%

May- Jul 12

(n=2001)%

Aug- Oct 12

(n=2008)*%

Satellite dish 64 64 66 66 69 69 67 68 71 71

Aerial 49 56 53 50 50 53 51 67 66 63

Source: QK1 & QK2Base: All households (NB: May-Jul 10 results excludes pilot respondents)

Note: This question was originally a multi-choice question, however, in Wave 8 this question was changed to a yes/no question for each variable. We believe this may give a more realistic proportion of households with an aerial.



Communal antennae

Communal antennae

May-Jul 10

(n=1902)%

Aug-Oct 10

(n=1946)%

Nov 10-Jan 11(n=999)

%

Mar-Apr 11

(n=1912)%

Jun-Jul 11

(n=1917)%

Sep-Oct 11

(n=1902)%

Nov11-Jan12

(n=1907)%

Mar- Apr 12

(n=1890)%

May- Jul 12

(n=1869)%

Aug- Oct 12

(n=1872)*%

Yes 4 3 3 3 5 5 4 5 3 3

No 92 94 95 95 93 93 95 95 97 97

Source: QK3 Base: All households excluding those without a used TV and those who use ‘rabbit ears’ only. (NB: May-Jul 10 results exclude pilot respondents)


For further information please contact:Ian Binnie

Colmar Brunton, a Millward Brown Company:

Level 9, Sybase House101 Lambton Quay, PO Box 3622Wellington

Phone (09) 919 9200 or (04) 913 3000Email: [email protected]

digital tracker

Documents

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