25% Of TiVo™ Or DVR Users Actually Rewind And Watch Commercials They Missed Says Greenfield Online Survey

August 29, 2007

According to a recent Greenfield Online, Inc. Fact of the Week survey of approximately 1,000 Internet respondents, 25% of total respondents indicated that they rewind their TiVo™ or a DVR to view the television commercials they have missed. The percentages of respondents rewinding and watching commercials by age group are: * 7% were 24 years old and under * 31% were between the ages of 25 and 34 * 33% were between the ages of 35 and 44 * 14% were between ages of 45 and 54, and * 15% were 55 and older Among the total respondent group, 30% currently own a TiVo or a DVR. 74% of respondents who own the device believe it has changed the way they view television. More than half of the respondents, or 54%, said they watch “somewhat more” television now than before they owned a digital video recorder. As for the respondents who haven’t yet joined the TiVo™ revolution? Among those who don’t currently own a TiVo or a DVR, 51% simply felt they had “no need for one”. 24% said they “haven’t had the chance to buy one” yet. Another 22% cited the fact that they were “too expense” as the reason for not owning one.

Read More: