New Study Finds 72-Percent Of Consumers Report Extreme Satisfaction with TV Viewing Experience Since Acquiring Digital Video Recorder

Results Seen As Strong Predictor Of Mass Market Adoption For DVRs

21-May-04

A new report, ìDVR Love: A Survey of Digital Video Recorder Users,î finds that consumer satisfaction with the TV viewing experience increased dramatically with the acquisition of a DVR. While 7-percent of survey respondents said they were extremely satisfied before acquiring their DVR, that percentage increased to an overwhelming 72-percent. The report, based on an Internet survey of more than 600 DVR users in the U.S. conducted by Lyra Research's DTV View group in Spring 2004, finds this increased satisfaction trend across all demographic cross tabulations, including those by age, gender, income, and education level. Commenting today on the report, Steve Hoffenberg, Principal Analyst for the new DTV View report series, and Lyra Research's Director of Electronic Media Research stated, ìThis survey reaffirms the strength of consumersí feelings toward their DVRs and the importance of the devices in their TV viewing experience. The reported leap in satisfaction provided by DVRs across all subgroups is a powerful statement about the inevitable mass market penetration of the technology and indicates that the appeal of DVRs will not be limited to early adopters.î ìBased on the results of this survey, we consider the DVR to be a rare, genuine breakthrough product that will significantly impact people's lives,î stated Hoffenberg. ìHowever, given the frequent use of DVRs for fast forwarding past commercials, the TV advertising industry needs a breakthrough of equal magnitude. Future DTV View surveys will track consumer responses to the evolution of TV advertising as DVR household penetration increases.î This survey of DVR users is the first in the new DTV View series of reports on the digital television market, to be published regularly by Lyra Research, Inc. DTV View reports will feature timely consumer surveys on all aspects of digital television, including services, content, products, and retail promotion. The series will probe leading-edge industry developments, reality-test common assumptions, and provide valuable consumer feedback on experimental product and service concepts. Industry executives will find this survey information relevant in their planning to develop and deliver products and services that consumers will desire. The second report in the DTV View series, a survey of Video-On-Demand users, will be released in June. In addition to published market research, Lyra Research offers custom market research services in the field of digital television. To introduce the new DTV View report series to the industry, Lyra Research is offering the complete 29-page survey report, ìDVR Love: A Survey of Digital Video Recorder Users,î absolutely free to qualified industry executives. To receive a free PDF file of the report and to learn more about the DTV View series of digital television consumer surveys, visit http://www.dtvview.com. Industry executives can also sign up at the site to receive Lyra's free DTV View e-mail research briefs on a monthly basis. For more information on Lyra Research, please visit www.lyra.com.

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