The 2004 Ownership and Trend Report from the Home Technology Monitor shows that advanced video devices are becoming more and more popular in home entertainment.
According to the study of US homes:
- 4% own a PVR – double the number six months ago
- 6% own a HDTV – against 4% six months ago
- 18% now own a dual DVD/VCR deck
- 5% have a PC TV tuner
“The proliferation of video technology in the past 10 years is transforming the media use habits of mainstream consumers,” said David Tice, Vice President, Knowledge Networks/SRI. “Though the options for reaching consumers with marketing messages are multiplying, viewers are also exerting greater control over their entertainment options. To maintain an informed marketplace, measurement systems must keep pace with these changes; but current approaches can exclude the very households that advertisers need to understand most. This is troubling news, because these consumers are disproportionately affluent and heavy media users.” Knowledge Networks