MindShare Study Contradicts TV Nets' DVR Research
[FONT=Arial, Helvetica, sans-serif]John Consoli[/FONT]
[FONT=Arial, Helvetica, sans-serif]DECEMBER 13, 2005 -
[/FONT][FONT=Arial, Helvetica, sans-serif]An online survey conducted by media agency MindShare reveals that consumers' primary reasons for purchasing a DVR are to time-shift television programs and to skip commercials. Among those who already own a DVR, 88 percent said they purchased it because it gives them the ability to record programs and watch them when it's convenient. The study also revealed that 79 percent said they purchased a DVR because it gives them the ability to skip commercials.
The broadcast networks recently presented their own DVR research, which they said showed that there is a wide difference between what consumers say they do regarding DVRs and what they actually do. For example, according to DVR usage data based on Arbitron's portable people meter research in Houston, only 8 percent of the viewers in the market watched TV via DVRs during a one-month period.
But Jason Maltby, president and co-executive director of MindShare Broadcast, took issue with that. "Our research tells us that the consumer wants to control not just what they watch and when they watch, but also the ability to avoid commercial placements."
The MindShare survey did find that live viewing still dominates how consumers view programming. Only 24 percent of DVR owners said that all or most of their TV viewing is via recorded programs. And only 8 percent said that almost all of their program viewing is recorded.
When asked to choose between purchasing a DVR or video-on-demand, 27 percent of those polled in the MindShare survey selected DVRs, versus 14 percent who selected VOD.
Dave Poltrack, CBS executive vp of planning and research, said he believes "DVR usage will just be transitional until VOD gains acceptance." But the MindShare survey shows consumers are still confused about what VOD is and what it delivers. The study revealed that while 75 percent of adults say they are familiar with VOD, 37 percent aren't sure whether they have it or if their cable or satellite TV system offers it.[/FONT]
[FONT=Arial, Helvetica, sans-serif]John Consoli[/FONT]
[FONT=Arial, Helvetica, sans-serif]DECEMBER 13, 2005 -
[/FONT][FONT=Arial, Helvetica, sans-serif]An online survey conducted by media agency MindShare reveals that consumers' primary reasons for purchasing a DVR are to time-shift television programs and to skip commercials. Among those who already own a DVR, 88 percent said they purchased it because it gives them the ability to record programs and watch them when it's convenient. The study also revealed that 79 percent said they purchased a DVR because it gives them the ability to skip commercials.
The broadcast networks recently presented their own DVR research, which they said showed that there is a wide difference between what consumers say they do regarding DVRs and what they actually do. For example, according to DVR usage data based on Arbitron's portable people meter research in Houston, only 8 percent of the viewers in the market watched TV via DVRs during a one-month period.
But Jason Maltby, president and co-executive director of MindShare Broadcast, took issue with that. "Our research tells us that the consumer wants to control not just what they watch and when they watch, but also the ability to avoid commercial placements."
The MindShare survey did find that live viewing still dominates how consumers view programming. Only 24 percent of DVR owners said that all or most of their TV viewing is via recorded programs. And only 8 percent said that almost all of their program viewing is recorded.
When asked to choose between purchasing a DVR or video-on-demand, 27 percent of those polled in the MindShare survey selected DVRs, versus 14 percent who selected VOD.
Dave Poltrack, CBS executive vp of planning and research, said he believes "DVR usage will just be transitional until VOD gains acceptance." But the MindShare survey shows consumers are still confused about what VOD is and what it delivers. The study revealed that while 75 percent of adults say they are familiar with VOD, 37 percent aren't sure whether they have it or if their cable or satellite TV system offers it.[/FONT]
