Research by Motorola shows that young adults have a huge influence on their parents’ buying decisions for HDTV sets and programming packages.
The “always-on” generation are hungry for more control over when and where they access rich content such as high-definition (HD) programming and cable TV, the study found.
The ability to time-shift with DVRs and have access to HD programming were both highly desirable features.
In fact, data from Motorola’s study demonstrates the growth opportunity for service providers in bringing these services to the so-called Millennial generation (young adults aged 16-27) who don’t already have them.
The survey of 1,000 young adults found they are not only looking for more rich media, they are also greatly influencing the buying decisions for the services and technologies in the home and on the go.
The research found that 62 per cent of Millennials have influence over which HDTV set and programming package to buy.
And 70 per cent feel their expectations and demands are far greater than their parents’ for rich media experiences (such as mobile TV or video) and on-the-go broadband access.
Eduardo Conrado, corporate vice president, global marketing and communications, Motorola Inc., said the study explores how the preferences and habits of today’s Millennials are shaping the future of content consumption.
“With the Millennial generation, connectivity is an absolute must-have, as they’ve grown up with technology and the Internet,” he said.
“Millennials are now looking to make their connectivity more personalized and take experiences from ‘primetime’ to ‘my time.’
“This study provides a clear barometer to share with our customers that shows the changes in demand and growth opportunities as these critical users continue to
Other findings were that: * 46 per cent of Millennials already have HDTV, while 43 percent indicate they would like to have it.
* 73 percent of Millennials with HDTV access “love” current HD programming, while 35 percent of those with HDTV are looking forward to having a broader selection of HD programming offered in the future.
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