Ann Arbor, MI - Sep 11, 2008 - Research from Mark Kassof and Co. shows that 67 percent of 18-64 year olds have heard of HD Radio. This represents a dramatic increase from a similar Kassof study in 2006, when only 38 percent had heard of HD Radio.
Consumers' understanding of HD Radio has also grown. Now, 21 percent indicate HD Radio delivers higher quality sound, versus 17 percent in 2006. Significantly, 8 percent now volunteer that HD Radio delivers more stations or choices, versus only 1 percent two years ago.
On the downside, this year's research also finds continued misconceptions about HD Radio. Now, 7 percent indicate that HD radio is satellite radio, up from 3 percent in 2006. And 3percent think they receive HD Radio even though they have not purchased an HD Radio-capable receiver.
The research findings are based on 688 telephone interviews in the U.S., conducted from Sept. 4-7, 2008.