Affluent Consumers Most Likely DVR Owners

by , Dec 23, 2010, 10:59 AM
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Income levels often click with technology adoption. So it's no surprise that homes with DVRs have an upscale profile. Nielsen research shows that adults in homes with incomes of $75,000+ account for nearly 50% of all DVR owners.

Data collected in May found that adults -- those 18 and up -- living in homes with annual $75,000+ incomes account for 48.5% of all DVR owners. Adults in homes with incomes of $100,000+ account for 29%, more than any other income segment.

In line with those findings, adults with incomes of $75,000+ account for 50% of the "prime-time DVR playback audience." In homes with the $100,000+ amount, the corresponding level is 30%.

The majority of DVR users are 45 and under, but a notable 38% are older than 45 as of May.

As of September, 38% of all homes have a DVR. About one-quarter of homes with a DVR have two of the devices, with 5% having three or more.

In ethnic findings, the breakdown is: 30% of Hispanic homes own a DVR, about the same for African-Americans. Whites are at 40% and Asian Americans at 35%.

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