This represents the highest percentage to turn their backs on the technology since the agency started its research into DTV four years ago.
The over-65s are the most emphatic in their rejection, with 60 per cent saying they will never acquire DTV - 12 per cent of the population.
The number prepared to pay for DTV has also fallen. Just 44 per cent are willing to pay for it, with the biggest fall among young adults. And only 53 per cent of multi-channel viewers say there are benefits to DTV.
David Fletcher, the head of Mediaedge:cia's research division, MediaLab, said: "Analogue switch-off is dependent on economic, logistic and political barriers being overcome, and these findings suggest that on all three counts the task is getting harder."