DVR Study Shows Awareness Up, But Buying Intentions Remain Flat26 January 2005
Despite a significant year-over-year jump in awareness of digital video recorders (DVRs, also known as PVRs or by the popular brand name TiVo), the likelihood that consumers will purchase a DVR sometime soon remains relatively flat, according to results from a survey among 1,000 American adults conducted by Ipsos-Insight, the global market research firm and member of the Ipsos Group.
The Ipsos-Insight study compared results from two similar DVR awareness and usage studies, conducted first in 2004 and again 2005. The results revealed that 77% of Americans are aware of video recorders that allow a person to record hours of TV programming without a videotape and surf through it with a remote control; a significant increase from the 70% awareness level in 2004.
"Although awareness is up, the likelihood of consumers to purchase a DVR remains relatively flat," said Bartos, who further stated that only 8% of Americans are likely or very likely to purchase a digital video recorder in the next 12 months, consistent with last year's results, which showed only 9% purchase intent.
"A new trend is emerging where consumers are shifting away from electronic stores and moving toward service providers to acquire their DVRs," said Bartos.
The study revealed that consumers are more likely to get their DVRs from satellite and cable providers -- collectively, an increase of 23%. Consumers are less likely to obtain a DVR from traditional electronic stores -- a decrease of 6% from 2004 to 2005.
Overall, consumer perceptions of DVRs are not as strong in 2005 as they were in 2004. Most notably the perception that DVRs are easy to self-install has dropped from 57% in 2004 to 43% in 2005.
"Cable and satellite service providers have a real opportunity to reach intenders who do not want to deal with the perceived hassle of installing DVRs," said Bartos.
To peruse the full release with charts, go to:
http://www.ipsos-na.com/news/pressrelease.cfm?id=2536
For more information, please contact:
Lynne Bartos
Cable, Media, & Entertainment Research
Ipsos-Insight
312-665-0556
lynne.bartos@ipsos-na.com
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Source: Ipsos-Insight
Source: PR Newswire via Yahoo
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