ROCHESTER, N.Y.--()--While Blu-ray was declared the big “winner” in the high definition format war last year, consumers may be slow to be part of the winning team. In fact, Americans are not jumping on board with any of the high definition DVD players. Just one in ten Americans (11%) own a HD DVD player while 7% own a Blu-ray player. Looking at the other devices for playing HD DVDs, 9% own a Sony PLAYSTATION®3 (which plays Blu-ray ) and 3% have the external HD DVD drive for the Xbox® 360 (which plays HD DVDs).
While slow to catch on, ownership of all these high definition disc players is up from May 2008. Interestingly, while Blu-ray was the clear “format war” winner over HD DVD, sales of HD DVD players (11% in 2009 vs. 6% in 2008) are up over 2008 by about the same margin as Blu-ray players (7% in 2009 vs. 4% in 2008). Both were rivaled by the Sony PLAYSTATION®3 (9% vs. 5%). However, only 3% purchased the external HD DVD drive for the Xbox® 360, up from 1% in 2008. There is no expected surge of interest pending -- only 7% of non-Blu-ray player owners report a likely purchase of a Blu-ray disc player within the next year, down from 9% in May 2008
Ownership of HDTVs
Looking at high definition television sets, almost half of consumers now report owning a high definition television (47%), up decidedly from May of 2008 (35%). HDTV ownership rises dramatically with household income (27% for those with less than $35K vs. 62% among those with more than $75K).
Are Blu-ray Player Owners Switching from Standard DVDs to Blu-ray Discs?
On average, consumers purchased approximately 6 Standard Format DVD’s in the last six months compared with 1 in HD format (HD DVD .7 vs. Blu-ray .5). However, plans to purchase Standard Format DVD’s is down by half compared to past six month purchases, while interest in HD DVD’s (.6) and Blu-ray (.7) are holding their own. Notably, HD DVD format purchases reflect the continued sales of the HD DVD players within the past year.
When Blu-ray player or PS3™ owners are asked specifically about standard versus Blu-ray format purchases, the results suggest a mixed bag of behaviors with some price sensitivity indicated:
In addition to financial issues that may be slowing consumer adoption, Milton Ellis, Vice President and Senior Consultant, Harris Interactive Technology, Media, and Telecom Practice added, “Blu-ray also faces competition from alternative technologies such as cable, satellite, and the Internet. Consumers today can easily watch high definition TV channels or use the Internet or video-on-demand to access high definition movies. In the near future, access to high definition movies may be a download or streaming delivery of one’s favorite movies to a home media server that eliminates the need for a Blu-ray player and Blu-ray disc. One thing is for sure, the market will be highly competitive and consumers will have a wide variety of choices for their entertainment experience.”
The Harris Poll® #63, June 18, 2009
By Joan Barten Kline, VP, Research, Business and Industry Sector, Harris Interactive
This Harris Poll® was conducted online within the United States between April 13 and 21, 2009, among 2,401 adults (aged 18 and over). Figures for age, sex, race, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online. Full data tables and methodology are available at www.harrisinteractive.com.
These statements conform to the principles of disclosure of the National Council on Public Polls.
Q855, 860, 866, 871, 876
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Harris Interactive Inc. 6/09