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In a poll of a thousand people, the research shows that digital TV is more popular with younger people. Some 38 per cent of those aged between 25-34 already receive digital TV, while 33 per cent of 35-44 year olds have already switched.

These findings go completely against another similar survey held by the Consumer Association, which in a poll of 1,918 people saw 32 per cent of people who are not digital TV users saying that they will not buy into this new technology. You can read our report on this survey here.

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Andrew Wallace, marketing director at Pace, said of the findings, "There has been some controversy over when analogue services should be switched off in the UK. Our research suggests that acceptance of digital TV is gaining ground rapidly and, considering that digital services have only been around for less than three years, we are - I believe - seeing the fastest take-up ever for a new consumer technology."

The government hopes that enough people will have converted to digital TV so they can turn off the analogue transmitters by 2010 or earlier. This spare analogue capacity is very lucrative for the government as it will be able to sell off the unused frequencies.

However, these latest findings contradict the earlier survey held by the Consumer Association and the general opinion in the digital TV industry is that the uptake of digital television has been slower than anticipated. Seeing as the new survey has been funded by Pace Technologies, a company that makes digital TV set-top boxes, I will let you make your own conclusions.