Consumer Interest In Digital Video Recorders On The Rise, Says New CEA Survey

Research Finds Convenience, Recording And Manipulation Functions Most Popular

27-Aug-01

Sixty-eight percent of consumers are aware of the term ""digital video recorder,"" while 42 percent are aware of the term ""personal video recorder,"" according to the new ""Digital Video Recorder Interest And Awareness"" survey released by the Consumer Electronics Association (CEA). In fact, 60 percent of consumers familiar with either term said they have seen something about digital video recorders (DVR) on television, while 30 percent cited electronics stores, family, friends or newspapers as other sources of information about the product. Since their introduction to the market two years ago, DVRs have been described as one of the catalysts that will transform the way Americans watch TV. Despite this enthusiasm, sales have yet to meet initial expectations. But the industry still has reason to be optimistic, due in large part to strong consumer awareness of DVR and interest in its features, according to the survey. Though general interest in DVRs is still limited, with only 33 percent of consumers surveyed responding as very to somewhat interested in the product, interest in specific DVR functions is significantly higher. Of consumers surveyed, 62 percent were at least somewhat interested in the ability to watch shows when most convenient, regardless of normal airing time, and 61 percent liked the ability to skip commercials. Other popular features include the ability to record TV shows without the need for tape, with 49 percent of consumers expressing strong interest, and the ability to record two programs simultaneously (with 47 percent). Additionally, 44 percent of consumers appreciated the pause, fast-forward and rewind capabilities of the DVR. Todd Thibodeaux, Vice President of Market Research for CEA, commented, ""At this point, we've yet to see a huge boom in the DVR market primarily because the recording needs of consumers are still being met by the VCR. But the strong interest in DVRs is certainly a promising sign of things to come. As the shift from analog to digital continues, the possibility of combining DVRs with other products, such as DVD or satellite set-top boxes, would be a good way to provide consumers with the DVR functions they clearly want with the added benefit of other useful digital technologies.""The ""Digital Video Recorder Interest And Awareness"" survey was conducted via telephone with a random sample of 1000 U.S. adults during July 2001. The complete study is available free to CEA member companies. Non-members may purchase the study for $499 by visiting www.eBrain.org. For more information about the CEA, visit www.ce.org.

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