NPD: Blu-ray awareness rising
Loading ...According to research firm, the NPD Group, Blu-ray awareness is rising, but there are still some challenges remaining. Fourty-five percent of the HDTV-owners in the United States claim to be familiar with the next-gen DVD format, while a year ago this was 35%. Although a very small group, only 6%, said they planned to buy a Blu-ray player in the next six months, NPD found purchase intent to be higher.
“With HDTVs now in approximately 40 million US households, that percentage translates to a pool of almost 4 million potential BD player buyers,” according to Russ Crupnick, entertainment industry analyst for NPD. Researchers showed that there are still a few burdens and that a higher purchase intent doesn’t show that the format will be succesful. In the first place many are still happy with their standard definition DVD player, they feel it’s “good enough” and secondly the price for both players and Blu-ray content has some negative effect.
Those that already made their move and currently have a Blu-ray player stated that its “leading-edge technology” and “superior viewing experience” convinced them to purchase. Although we can recognise a good amount of threads, we can also see the format’s potential. Those that own a player right now have showed a clear preference for the format, and many stated to choose Blu-ray content over standard definition. Secondly NPD found a rise in purchase intent and awareness, but also showed that only a small group has plans for the near future.
It’s hard to say how this develops.
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