One more consumers aren't buying Blu

allargon

allargon

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Even I'm getting tired of these... (I'm still posting them. Therefore, I'm not that tired of them! :p )

HDTV Magazine Bulletins - Blu-ray Wins the Format Battle, but Consumers Don't Buy it

Shane Sturgeon said:
Blu-ray Wins the Format Battle, but Consumers Don't Buy it

Few U.S. Adults are Likely to Purchase a Blu-ray Player within the Next Year


ROCHESTER, N.Y.--(BUSINESS WIRE)--While many people expected sales of Blu-ray disc players to spike when Toshiba decided to drop out of the high-definition HD DVD market in February 2008, according to a new Harris Poll, it seems that the recently resolved high definition format war is not motivating consumers to purchase the advanced DVD players any time soon. The Harris Poll® of 2,529 U.S. adults surveyed online between April 7 and 15, 2008 by Harris Interactive® found that:
  • Ownership of standard DVD players is practically ubiquitous (87%);
  • Few report owning Blu-ray disc players (4%), Sony PlayStation 3 (5%), HD DVD players (6%) and the HD-DVD drive for the Xbox 360 (1% have external drive while 9% have an Xbox 360);
  • Only nine percent of non-Blu-ray player owners report being likely to purchase a Blu-ray disc player within the next year, even when made fully aware that Blu-ray is considered to be the definitive technology for high definition DVD players going forward;
  • Two-thirds of consumers are familiar with the recently resolved high-definition format war (67%) and seven in ten of them have heard that Blu-ray is the unofficial winner (69%);
  • Nearly a quarter (23%) of those aware of the format war report that they had been waiting for the rivalry to play itself out before purchasing a high definition player, but by April they had yet to do so;
  • Although one-third of consumers report owning a high definition television set (HDTV; 35%), with incidence higher among males (41%) versus females (28%) and rising decidedly with household income (15% for those with less than $35K vs. 53% among those with $75K+), the percentage of HDTV owners likely to purchase a Blu-ray disc player is only 14 percent;
  • Current ownership of Blu-ray disc players among HDTV owners stands at 10 percent.
According to Joan Barten Kline, Vice President of the Harris Interactive Media & Entertainment Practice, "Since Blu-ray disc player pricing averages more than $300, which is well above the cost for the latest generation of standard DVD players with up-converters, Blu-ray disc players may be encountering price sensitivity despite the advanced technology."

Internet Connectivity
Interest in a Blu-ray disc player with Internet connectivity expected to be out in the Fall in a higher price range is also lacking:
  • U.S. adults are more likely to purchase a Sony PlayStation 3 that plays Blu-ray discs and has Internet access for $399 (11%) or an original Blu-ray disc player without connectivity for the same price (10%) versus a new Blu-ray disc player with Internet for $500-$650 (4%);
  • Not surprisingly, the under 40 crowd is most likely to opt for the PlayStation 3 as their Blu-ray capable device of choice - fully 23 percent of those in the 30-39 age group are likely to purchase this device in the next year (compared to 14% likely to buy an original Blu-ray disc player or the new Blu-ray disc player with Internet connectivity 5%)).
What Will Become of the HD-DVD Player?
  • Like the BetaMax loyalists of yore, almost half (45%) of those who currently own an HD DVD player say that they will just continue to use it and continue purchasing HD DVD's as long as they are available;
  • Another 14 percent of those who currently own an HD DVD player will continue to use it with the HD DVD's they have already purchased, but do not plan on buying any new ones;
  • An equal proportion of HD DVD player owners (15%) will continue to use it but also plan to invest in a Blu-ray disc player in the future.
Methodology
The Harris Poll® was conducted online within the United States between April 7 and 15, 2008, among 2,529 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. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated. A full methodology and data tables are available at Harris Interactive: Your full service research partner for ensuring improved business performance. With global capabilities including Internet-based market research enabled by our panel, Harris Poll Online..
These statements conform to the principles of disclosure of the National Council on Public Polls.
J33558
Q705, 710, 715, 720, 725, 730, 735

About Harris Interactive
Harris Interactive is a global leader in custom market research. With a long and rich history in multimodal research, powered by our science and technology, we assist clients in achieving business results. Harris Interactive serves clients globally through our North American, European and Asian offices and a network of independent market research firms.
Harris Interactive Inc. 5/08
 
N

nonrev

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More evidence that BD will become a niche format. Let’s see how long it takes for someone to attack this article.
 
JAG72

JAG72

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Now on a serious note: If these numbers don't change I feel that we are all doomed one day. I sure wish this mess would be cleaned up so people aren't so afraid to invest in a player.
 
charper1

charper1

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I think the main two; if not only two factors are:

1. Economy vs cost

2. Lack of Awareness vs DVD

So I really don't know why they constantly try to manufacture other reasons past these. Heck they said similar things about CD and DVD.
 
D

diogen

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2. Lack of Awareness vs DVD
I thought this, too.
But was surprised to learn (from the report):
Two-thirds of consumers are familiar with the recently resolved high-definition format war (67%) and seven in ten of them have heard that Blu-ray is the unofficial winner (69%);

Diogen.
 
charper1

charper1

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I wonder what their sample size was and how & where they conducted it. Of the 30 - 40 people here in the office I asked only 3 knew exactly what Blu-ray and HD DVD was and who "won"; and another 5 thought they knew or were somewhat aware of them in general.
 
mike123abc

mike123abc

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Like BD or not, one has to want it to succeed if one ever wants to "own" a movie. If BD dies, there probably will never be a replacement. The studios will love to go to PPV on everything...
 
allargon

allargon

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I think the main two; if not only two factors are:

1. Economy vs cost

2. Lack of Awareness vs DVD

So I really don't know why they constantly try to manufacture other reasons past these. Heck they said similar things about CD and DVD.

DVD actually was a leap ahead. Moreover, DVD players became dirt cheap. The BDA has already said they are keeping China out to keep the profits in the players.
 
N

nonrev

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2. Lack of Awareness vs DVD
I may have to differ with you here a little. I don’t think $ony wants J6P to know what an upconverted DVD movie looks like next to a BD movie. Would be bad for business. At that point most couldn’t/wouldn’t justify the expense. Right now HDM is marketed and thus perceived as a huge leap forward and that’s just the way $ony wants to keep it.


The true huge leap forward was DVD from VHS.
 
MikeD-C05

MikeD-C05

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IT is all about the money people. UNtill Blu-Ray comes down on price to comparable dvd players and the price of blu-rays come down substantially to around $5.00 more than a dvd , you will see no adoption of this technology as the new medium. In poor economic times as these, it is very hard to justify buying an almost $400.00 blu-ray player and then spend anywhere from $24.99 -39.99 for ONE blu-ray dvd. Especially when you go to Wal-mart and see them selling regular dvds at the price of 5.00 - 9.00 on a roll back price. You can buy an upconverting dvd player for only 40.00 - 50.00 bucks. Why would you need to pay more for the same movie. The thing that pisses me off the most with blu-ray dvds is when I play them I get black bars on the top and bottom of my screen ,even when I select 16x9 FULL screen. I can watch that same movie in my upconverting dvd recorder and the picture can be zoomed to fill and the picture looks almost as good to me as the blu-ray. I HATE BLACK BARS ON MY PICTURE. I have a 57"hdtv and I want to see all 57inches of it.
 
M

MW390

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Dec 16, 2005
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Here's something to ponder speaking of consumer awareness. Last night on Jeopardy during the College Tournament one of the questions was...not exact wording...

For what was Bestbuy giving consumers who bought one a $50 rebate? and one of the students said HD-DVD.

So...somebody knows something
 
B

bhelms

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My experience is of course is with my peers/age group/demographic. Within that group there is one current BD owner, one HD DVD owner (me), one former HD DVD owner who (now regrettably!) dumped all his stuff when the winner was crowned, and about 20 more who know what HD and HDM are all about and don't care. Those are folks with ample means who are simply not interested in investing in HD/HDM at this time and have no definite plans for doing so in the future. All of them have DVD in some form and seem content with that. What I take from this is that the whole of HD is still "nichy" enough that until more folks make the move to HD, the ratio of DVD to HDM will remain essentially the same. Since only 1/3 of the 2,500+ polled above have adopted HD, isn't that pointing to the real wrench in the gears for BD ?? (In "my" group it's still a whole lot less than 35%!)

BD needs a lot more than just the win over HD DVD in order to make substantial gains in market share...!
 
navychop

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It'll be a different tune at the end of the year. We can't expect things to happen too fast. Later in the year, more product will be on the market and the promotions will heat up.
 

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