Commentary

Consumer Awareness and Interest in DVRs Stagnant

Consumer Awareness and Interest in DVRs Stagnant

New research from Leichtman Research Group, Inc., based on a survey of 1,250 households thoughout the U.S. in areas where cable TV is available, reveals that consumers in the United States have yet to embrace digital video recorders (DVRs). One percent of cable and DBS subscribers report having a DVR, and an additional 5% report that they are very familiar with the product. Only 17% of cable and DBS subscribers expressed strong interest in having a DVR, a total that is unchanged from an LRG survey conducted a year ago.

"Despite rave reviews from early adopters, DVRs have not yet broken through to the mainstream and achieved widespread consumer interest," said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. "While future opportunities for on-demand TV abound, for the moment, consumer acceptance of DVR services clearly remains in a nascent stage."

Other study findings include:

  • Four times as many people have used video on demand from their cable company as own a DVR
  • 52% of cable and DBS subscribers have heard of digital video recorders, but just 9% of this group say that they are very familiar with the product, with an additional 28% saying that they are somewhat familiar
  • While just over one-third of those most interested in DVRs express a strong likelihood (8-10 on a 1-10 scale with 10 being extremely likely) to get it if it cost $249 for the product along with a $12.95 monthly fee, 55% of those most interested in DVRs would be likely to get it if the cost was $9.95 per month along with a cable subscription
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