A survey by Which? magazine suggests that less than half of the UK population is aware of digital switchover, and just 7% know when it is happening in their region.
Which? surveyed 1,952 television-owning adults across the UK this January. Half those questioned did not know that to continue watching television after switchover they would need a Freeview box, digital satellite or digital cable connection for each television.
The survey suggests that a quarter of the population think switchover is a "great idea" while 60% think it is wrong that consumers have no choice.
Nine per cent claimed they would even give up televison than be forced to go digital.
Highest awareness of switchover was found in the Border television region, where 36% was aware that switchover would take place in 2008.
Lowest awareness was in the Yorkshire region where just 2% knew that switchover would occur there in 2011. Awareness in the London region, the last area due to switch in 2012 was just 3%.
Lovelace Consulting | 05.04.2006