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Blu-ray Wins the Format Battle, but Consumers Donít Buy it

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Old 05-14-2008, 02:50 PM   #1
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Arrow Blu-ray Wins the Format Battle, but Consumers Donít Buy it

Blu-ray Wins the Format Battle, but Consumers Donít Buy it

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

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May 14, 2008

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 Pollģ of 2,529 U.S. adults surveyed online between April 7 and 15, 2008 by Harris Interactiveģ 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, ďSince 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.Ē

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 Ė 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 DVDís 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 DVDís 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 Pollģ 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 respondentsí 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 www.harrisinteractive.com.

These statements conform to the principles of disclosure of the National Council on Public Polls.
http://www.businesswire.com/portal/s...28&newsLang=en

Last edited by Lee Stewart; 05-14-2008 at 02:54 PM.
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Old 05-14-2008, 03:03 PM   #2
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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);
Who were they surveying? PS3 easily outnumbers BD SAL, HD DVD SAL and the 360 add on combined. Yet more people claim to have a HD DVD player and almost as many have a BD player.
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Old 05-14-2008, 03:11 PM   #3
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Who were they surveying? PS3 easily outnumbers BD SAL, HD DVD SAL and the 360 add on combined. Yet more people claim to have a HD DVD player and almost as many have a BD player.
If you read the entire article you would have seen this

Quote:
Methodology

The Harris Pollģ 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 respondentsí 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 www.harrisinteractive.com.
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Old 05-14-2008, 03:15 PM   #4
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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
Quote:
one-third of consumers report owning a high definition television set (HDTV; 35%)
Sweet. 65% of HDTV owners.

I think the BDA will be happy even if they only manage to capture 50% of HDTV owners though.

The online poll shouldve also asked if participants planned on getting a player next year, as opposed to just the current year since analysts seem to be predicting that 2009 will be the year Blu Ray really gets its gears going.
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Old 05-14-2008, 03:18 PM   #5
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If you read the entire article you would have seen this
If you had read my entire post you would have seen that whomever they surveyed, they were not representative of the actual numbers.
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Old 05-14-2008, 03:21 PM   #6
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If you had read my entire post you would have seen that whomever they surveyed, they were not representative of the actual numbers.
Exactly hence they only polled 2,529 adults, were you expecting a poll of every HDTV owner in the United States

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Old 05-14-2008, 03:25 PM   #7
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This has got to really upset the cheerleaders... They better get thier pom-poms out and rally the troops.

I am not surprised by this poll. Until the price drops A LOT, this is the kind of results we will continue to see. It sucks, but the truth often does.

hatt, should they have surveyed only PS3 owners? Would that have made you happy?
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Old 05-14-2008, 03:26 PM   #8
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Originally Posted by Lilmase1153 View Post
Exactly hence they only polled 2,529 adults, were you expecting a poll of every HDTV owner in the United States

Ignorance is bliss
So the poll means absolutely nothing, is what you are saying? A poll with a margin of error +/- of 10%+ sounds useless to me, YMMV
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Old 05-14-2008, 03:29 PM   #9
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Originally Posted by Stew4HD View Post
This has got to really upset the cheerleaders... They better get thier pom-poms out and rally the troops.

I am not surprised by this poll. Until the price drops A LOT, this is the kind of results we will continue to see. It sucks, but the truth often does.

hatt, should they have surveyed only PS3 owners? Would that have made you happy?
So you are saying that PS3 at 5% and HD DVD players at 6% is even close to being an accurate survey base? Oh and I'm not in the least upset. 9% of the people buying BD in the next year would be great in my book. Problem is the poll looks to be bogus.

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Old 05-14-2008, 03:29 PM   #10
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Surveys are BS.
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Old 05-14-2008, 03:33 PM   #11
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Originally Posted by ssjLancer View Post
Sweet. 65% of HDTV owners.

I think the BDA will be happy even if they only manage to capture 50% of HDTV owners though.

The online poll shouldve also asked if participants planned on getting a player next year, as opposed to just the current year since analysts seem to be predicting that 2009 will be the year Blu Ray really gets its gears going.
Actually if you read it again, you will find that 23% of the 9% whom said they will buy a BD player in the next will be buying the PS3. That would put it at 2.07% of the population with HDTVs. (9% with HDTVs plan to buy a BD player in the next year with 23% of that 9% buying the PS3 as their BD player = 2.07%).

You have to look in several paragraphs to get the whole equation. Why they word things like this is beyond me. Didn't these people go to college that report this stuff?
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Old 05-14-2008, 03:33 PM   #12
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Originally Posted by Stew4HD View Post
This has got to really upset the cheerleaders... They better get thier pom-poms out and rally the troops.

I am not surprised by this poll. Until the price drops A LOT, this is the kind of results we will continue to see. It sucks, but the truth often does.

hatt, should they have surveyed only PS3 owners? Would that have made you happy?
9% of people buying a BD player this year would be awesome in my opinion.
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Old 05-14-2008, 03:38 PM   #13
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Actually if you read it again, you will find that 23% of the 9% whom said they will buy a BD player in the next will be buying the PS3. That would put it at 2.07% of the population with HDTVs. (9% with HDTVs plan to buy a BD player in the next year with 23% of that 9% buying the PS3 as their BD player = 2.07%).

You have to look in several paragraphs to get the whole equation. Why they word things like this is beyond me. Didn't these people go to college that report this stuff?
Quote:
the percentage of HDTV owners likely to purchase a Blu-ray disc player is only 14 percent
Quote:
Only nine percent of non-Blu-ray player owners report being likely to purchase a Blu-ray disc player within the next year
Quote:
Although one-third of consumers report owning a high definition television set
Looks like more fuzzy math. HDTV owners were 35%. 14% of 35% is much less than 9% of 100%. I guess many people without an HDTV are going to be buying a BD player.
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Old 05-14-2008, 03:41 PM   #14
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9% of people buying a BD player this year would be awesome in my opinion.
That is 9% of HDTV owners who didn't already own a BD player actually, but that would still be great numbers. I hope it happens, but it likely will drop when push comes to shove with the economy as it is and likely to get worse.

After all, Didn't something like have the HDTV owners say in a poll that they would buy when the war was over? Well the war IS over but the SAL BD player sales actually fell 40% in February compared to January and only recovered 2% of that 40% drop in March.

Heck, I want a new receiver and a new Kuro 65" plasma and may buy it this year, but I doubt it when push comes to shove.
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Old 05-14-2008, 03:43 PM   #15
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Originally Posted by ssjLancer View Post
Sweet. 65% of HDTV owners.

I think the BDA will be happy even if they only manage to capture 50% of HDTV owners though.

The online poll shouldve also asked if participants planned on getting a player next year, as opposed to just the current year since analysts seem to be predicting that 2009 will be the year Blu Ray really gets its gears going.

What a joke Lancer! TOTALLY cherry picking the sentences . . or part of them . . .

Your quote:

Quote:
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
The uncut sentence:

Quote:
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;
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