News

30/9/2003

Latest Consumer Research Indicates Broad and Growing Interest in DVR on Every TV

C-Cubed, publisher of the DVR Monitor Report, and Ucentric Systems, a leading provider of home media networking software and applications, announced results of analysis designed to evaluate consumer purchase behavior and interest in multi-TV digital video recorders (DVR). Results of the analysis of the survey data showed: (a) a deep and broad interest in Multi-TV DVR among DVR owners, (b) a high correlation between multi-year presence of DVR in a home and consumer interest in obtaining DVR capability throughout the home; and (c) a high correlation between consumer interest in multi-set DVR capability and multi-set ownership.

Most DVR owners want DVR on more than one TV. Among all multi-TV DVR households, 22 percent own two or more DVRs and 59 percent express interest (ranking their interest between 7-10 on a 10 point scale) in "having DVR capabilities on every TV in my home."

The longer people live with DVR, the more likely they are to own two or more DVRs. Among DVR households that own two or more DVR units, 17 percent had DVR technology in their home for less than a year, while 44 percent have had DVR technology for at least three years. Interest in DVR on all TVs increases the longer the DVR has been in the home. For DVR households that have had DVR for just the past year, 54 percent express interest in DVR on every TV. For DVR households that have lived with DVR for three years, the interest in DVR on every TV jumps to 69 percent.

The more TVs, the more DVRs. The study revealed that among DVR users both purchase behavior and desire for ubiquitous DVR technology increase over time and with the number of TVs in the household. For DVR customers with three or more TVs that bought their first DVR within the past year, 20 percent now own two or more DVR units and 59 percent reported interest in having DVR on every TV in their home. This increases significantly for those homes that have had DVR for more than three years. For DVR customers with three or more TVs that have lived with DVR for three years, 44 percent now own multiple DVR units and 70 percent express interest in DVRs on all TVs in their home.

"It's no secret that DVR owners are extremely happy with the new capability. This study provides remarkably clear evidence that once consumers learn how they can take control of their TV viewing experience with DVR, they become so thrilled with the new viewing experience that they want it everywhere," said Michael Collette, chief executive officer, Ucentric Systems. "It is particularly striking to see strong evidence that this effect deepens over time. Consumers with multiple TVs are increasingly likely to own multiple DVRs as time goes on. As well, their interest in DVR everywhere continues to build. It's clear evidence that consumer interest in DVR does not stop at one TV and that the right solution for the consumer is a whole home, multi-TV solution."

"This study reveals that the single TV DVR experience leads to the demand for DVR on more TVs in the home," said Jennifer Choate, principal, C-Cubed. "Despite the expense and inconvenience of additional DVR units in the past, we have seen significant multiple DVR purchase behavior over the past three years. We expect that with an affordable and easy to use mDVR solution, the demand for DVR and mDVR will increase rapidly. An mDVR solution is an immediate answer to the ever increasing competition over these loyal customers."

DVR Monitor, the longest running research of DVR users, is used by television and entertainment related professionals to understand the value proposition, behavior, potential risks and opportunities regarding the digital video recorder.

www.ucentric.com