According to the latest data from Mediamark Research, 8.6% of U.S. adults reported having a DVR in their household. That percentage rose to 11.2% of adult households in the Spring 2006 release. (March 2005 to early May 2006.) The report summarizes that U.S. adults whose households have a digital video recorder are more upscale than those that do not and are more likely to be heavy readers of magazines and newspapers. They are also heavy users of the Internet.
The spring 2006 data show that:
Adults in DVR households (vs. the general adult population):
DVR Owner Demographics
% Adults in Households with DVR's
% More/Less Likely Than All Adults
Home valued at $500,000+
Selected Media & Lifestyle Characteristics
Heaviest Magazine Readers
Heaviest Newspaper Readers
Heaviest Internet Users
Heaviest TV Users
Source: Spring 2006, Mediamark Research Inc., Survey of the American Consumer
In addition, new consumer research from Leichtman Research Group found that sixty percent of all digital cable subscribers have used VOD and about 12% of households in the United States now have a DVR, up from 3% just two years ago.
However, LRG estimates that less than 4% of all TV viewing in the US today is of recorded DVR programs or on-Demand viewing, up from about 2% a year ago.
Other key findings from the LRG study include:
Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc., concludes "... By the end of 2010 over 50 million households will have a DVR and about 42 million will have access to VOD from their cable provider."