Information and support for digital switchover is not reaching those who need it most, Consumer Panel report says
Information and support for digital switchover is not reaching those who need it most (PDF)
03 December 2007
People who need it most aren't getting the information and technical support to make a smooth switch to digital TV, according to the Going Digital report from the Consumer Panel, the independent voice for the consumer and citizen interest in communications markets.
The Consumer Panel's latest research tracks the experience of vulnerable consumers as they ‘go digital'. It shows that some consumers are confused about what equipment they should purchase and are not confident about installing digital TV themselves. This is particularly important as Christmas approaches when many people will be spending a lot of money to treat themselves to new, digital TV equipment.
Going Digital is published alongside research from the Scottish Consumer Council (SCC), which has also found that many television viewers are being left "confused and anxious" about the technological choices facing them in the run up to switchover. SCC plans to follow the day-to-day experiences of consumers until switchover in November 2008 in the Digital Diaries project.
According to the Ofcom Consumer Panel research, the People who lack the technical confidence to start the conversion process really didn't know where to go for information. Even buying the equipment was proving difficult. Going Digital participants told the Consumer Panel that in most cases an easily accessible telephone helpline would meet their needs. They also said that older, disabled and technically unsupported participants should have more specifically targeted information.
The Consumer Panel understands that much of the information and assistance that people want, such as their call for a helpline, already exists, but that they are not aware of it. That is why the Panel calls for a more concerted and targeted communication campaign to ensure that consumers are aware of all of the options, information and assistance available to them.
Colette Bowe, Consumer Panel Chairman, said: "We wanted to understand the experience of vulnerable consumers as they ‘go digital', and our research is an important step in tracking their experiences. They told us clearly that they don't want money; they want easily accessible assistance and advice to help them through the process."
"Going Digital has raised urgent, practical issues about targeting information and support to vulnerable groups that need to be addressed and be part of the regional planning before the first region, the Borders, switches to digital in 2008."
Key Ofcom Consumer Panel recommendations
"Our research is a practical contribution to the work that Digital UK and others are doing to remove the barriers that are preventing the consumers who are most in need from receiving the support they require. The switch to digital is an exciting move for the UK. To realise its full potential we need to ensure that every consumer has the ability to make informed decisions about the digital TV package that suits them," Colette Bowe added.
Ends
NOTES FOR EDITORS AND CSEs
The Consumer Panel was established to advise Ofcom on the consumer interest in the markets it regulates. The Panel is independent and sets its own agenda. Visit www.ofcomconsumerpanel.org.uk for more information.
The Panel's members appointed by Ofcom are:
Colette Bowe, Chairman
Ruth Evans, Deputy Chairman
Fiona Ballantyne
Roger Darlington
Simon Gibson
Graham Mather
Kevin McLaughlin
Jeremy Mitchell
Kate O'Rourke
Bob Twitchin
Allan Williams
Going Digital: Supporting consumers through digital switchover. A qualitative research study is available in PDF format from the Ofcom Consumer Panel website www.ofcomconsumerpanel.org.uk. For a hard copy please ring 020 7783 4021.
The research, carried out by Opinion Leader Research, is a qualitative study that tracked the experiences of 41 consumers as they converted to digital television. As such, it should be treated as indicative, rather than representative, of the barriers and problems that people face as they go digital.
The Scottish Consumer Council (SCC) Digital Diaries project will look at the day-to-day experiences of consumers in the run up to digital switchover in November 2008. For a copy of the report with the seven-point action plan go to the SCC website http://www.scotconsumer.org.uk/
CONTACT
Ofcom Consumer Panel Media Adviser Siân Evans
media@communicationsconsumerpanel.org.uk
(+44) (0) 7713 997510
(+44) (0)20 8674 8921