DVD Owners Are The Most Active VHS Users

Second Wave DVD Households Are More Involved With The Web Than Were The Early Adopters

11-Apr-01

DVD ownership has far surpassed the ""early adopters"" as the installed base ended the year 2000 with over 12 million DVD console homes. The second wave of DVD consumers differ somewhat from the first wave - more so in their entertainment activities than in their demographics. And with the explosion in DVD rental activity, the dynamics of DVD usage and VHS usage is now revealing some interesting anomalies. This data is reported in Wave IV of the ongoing CENTRIS(SM) ìDVD Profile Report: A Demographic, Technology And Entertainment Profileî and the recently published study ìHoliday Market Snapshot Of Consumer Device Purchases.î Key Findings - Average monthly rental incidence (percentage of the DVD households that rent at least one DVD) has grown by 40 percent over year-ago figures. - 2.8 million households have both a DVD console player and a DVD-ROM drive. - DVD penetration is particularly high among digital cable homes and households making purchases over the Internet. - Over the 2000 holiday period, DVD console purchases ranked fourth in terms of volume but first in terms of added households to the installed base. ""CENTRIS tracks many of the new technologies and formats from day one, enabling us to accumulate respondents and develop a statistically meaningful sample base from which to analyze activity data and profile ownership status as the market penetration evolves"", says Jerilyn Kessel, co-founder of CENTRIS. After tracking DVD ownership as part of the CENTRIS core battery of nearly 100 in-home entertainment, technology and communications inquiries, the DVD section has been expanding in length to accommodate many of the pertinent measures for manufacturers, producers and content distributors. Awareness has been tracked for DVD since the product's launch in 1997, DVD-ROM more recently, enabling CENTRIS to observe many trends and shifts within the DVD population, as well as DVD's impact on VHS activity. The ìDVD Profile Report: A Demographic, Technology And Entertainment Profileî is now available. It provides demographic, technology and content usage profiles for DVD households and various sub-segments. The sample sizes are n=3142 for console households and 3,486 for ROM households, the sample size exceeds n=1,000 for ""both"" households. Detailed tabular data is provided for both fourth quarter 2000, for the most recent data, as well as the longer third to fourth quarter 2000 period, allowing for more detailed data configurations with meaningful sample sizes. The market is analyzed by DVD console households, DVD-ROM households and households owning both. On the software side, the report focuses on DVD rentals and purchases as well as the dynamics of DVD activity and VHS activity. For more information about CENTRIS, visit www.centris.com.

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