Demand For Digital Functionality Evident In Personal Video Recorder Market

eBrain Research Shows Increased Functionality Will Drive Market For PVR, Enhanced TV

1-Jun-00

Despite the continuing popularity of videocassette recorders in the U.S., the number of Americans that own hard disk-based personal video recording devices (PVRs) is likely to increase significantly in the course of the next 12 months. According to the results of the ""PVR And Enhanced TV Potential"" study, released by eBrain Market Research, a service of the Consumer Electronics Association (CEA), increased functionality - such as the ability to pause live programming and skip commercials - will lead to this dramatic increase. According to the study, approximately 1 in 10 consumers (representing 11 million households) hope to purchase a PVR by the summer of 2001, suggesting a potentially tremendous start for the emerging product. Although still a relatively new product to the consumer electronics world, 16 percent of survey respondents claimed to be familiar with PVR technology. Men and individuals in the 18- to 44- year old age range demonstrated higher awareness levels of the product than other demographic categories, and among respondents in households with Internet access, awareness levels were more than double those without. When asked about specific features of interest in a PVR, respondents overwhelmingly agreed that the ability to skip commercials (71 percent) and the ability to pause live programming and resume watching from the point of pause (59 percent) were of greatest interest. Other features of interest cited were the ability to rewind or repeat a scene during live programming (51 percent) and the ability to skip directly to certain points in a program, similar to skipping to specific songs on a CD (36 percent). In addition to questions about PVR technology, respondents were also asked about interest in enhanced television functionality. Consumer interest focused largely on Internet capabilities, with ""additional information about a product or program"" (43 percent), ""sending/receiving email"" (42 percent), ""browsing the Internet"" (38 percent)"" and ""shopping or buying"" (20 percent) topping the list. The study was designed and formulated by eBrain Market Research, a service of CEA. eBrain is smarter research. The most comprehensive source of sales data, forecasts, consumer research, international research and historical trends for the consumer electronics industry. The ""PVR And Enhanced TV Potential"" study was conducted via telephone with a random national sample of 1000 Americans, aged 18 and over during April 2000. The complete study is available free to CEA member companies. Non-members may purchase the study for $495 by visiting eBrain.org or sending an e-mail to info@ebrain.org. CEA is a sector of the Electronic Industries Alliance (EIA). CEA represents more than 600 U.S. companies involved in the development, manufacturing and distribution of audio, video, mobile electronics, communications, information technology, multimedia and accessory products, as well as related services, that are sold through consumer channels. Combined, these companies account for more than $60 billion in annual sales. CEA also sponsors and manages the International CES ñ Your Source for Workstyle and Lifestyle Technology(SM). All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.

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