‘We now know who the DVD Console and DVD-ROM households are. We know their level and mix of DVD purchases and rentals and its impact on their VHS activity. Additionally, we know what types of other entertainment activities and consumer electronics products they have. We also know how the DVD installed base’s profile and activity have changed since the first player was sold.’
This data was just published in the third wave of CENTRIS“ ‘Who’s `Bought In” to DVD: A Demographic, Technology and Entertainment Profile of Early Adopters.’
‘The importance of the rental market is incredible, although originally, when the first players were released, it was unexpected. And the shift in VHS rental and purchase activity is not what might have been expected. The growing overlap of Console and DVD-ROM households is compelling, as it suggests a media integration between DVD-ROM and the Internet, which holds infinite possibilities,’ according to Jerilyn Kessel, co-founder of CENTRIS(SM).
CENTRIS tracks many of the new technologies and formats from day one, enabling us to accumulate respondents and develop a statistically meaningful sample base from which to analyze activity data and profile ownership status as the market penetration evolves,’ said Kessel.
After tracking DVD ownership since the first DVD player hit the street, the DVD section of the CENTRIS Core Battery has been expanding to accommodate many of the pertinent measures for manufacturers, producers and content distributors.
The study provides demographic, technology and content usage profiles for DVD Console and DVD-ROM households and their various sub-segments. The report covers the period from January through June 2000 and contrasts it with similar data from comparable time periods in 1998 and 1999.
The sample base is the 24,000 nationally projectable respondents interviewed each week during the period, which yields a DVD Console sample of 1,888 and a DVD-ROM sample of 2,352. The report contains 50 pages of analysis, charts and tables along with two sets of tabular data. The report costs $2,495.
Hmmm, for that kind of money 10 new households could get a DVD player…