Latest Research Results Show UK and US Lead HDTV and Blu-ray Market,
Followed Closely By Japan; France and Germany Lag in HDTV Penetration, and
Blu-ray Has Major Awareness Problem in France
Movie Availability May Be An Issue: Blu-ray Disc/HD DVD Owners Continue to
Buy Standard Definition DVDs
LOS ANGELES and LONDON, April 1, 2008 /PRNewswire/ -- Interpret, LLC, a
leading new media research firm has found that the success of Blu-ray Disc
remains challenged by low HDTV penetration and modest format awareness. The
UK and US lead the market: UK HDTV penetration closely follows US (35% UK,
39% US), and the majority of UK and US consumers are aware of Blu-ray Disc
(56% UK, 60% US). Japan has moderate Blu-ray awareness (45%) and HDTV
penetration (28%), but Blu-ray hardware penetration matches UK and US at
9%.
Interpret's research shows that France and Germany pose greater
challenges to the format, with HDTV penetration low in both countries (18%
Germany, 21% France). While Blu-ray awareness is moderate in Germany (49%),
only 3 in 10 consumers in France (30%) have ever heard of Blu-ray Disc.
In the US, UK, and Japan, Blu-ray Disc and HD DVD owners continue to
buy standard definition DVDs. In the US, hi-def disc buy rates outpace
standard def (8.7 vs. 7.7 in the past 6 months), but the reverse is true in
the UK (11.4 standard, 7.9 hi def) and Japan (5.3 standard, .6 hi-def).
Increased title availability may be the key to increasing Blu-ray buy
rates.
"Winning the format war was just the first step for Blu-ray. Now, movie
studios worldwide need to work together to address the structural
challenges to the format's growth," Michael Dowling, CEO, Interpret said.
"The UK, US, and Japan represent opportunities to grow the Blu-ray
installed base quickly. In France and Germany, studios will need to work in
parallel with HDTV manufacturers to more rapidly grow the HDTV installed
base first."
Study Methodology
Interpret's survey was conducted among a nationally-representative
sample of adults 18-54 in each country.
-- Sample size per territory: N=600 (US), N=562 (UK), N=487 (DE),
N=570 (FR), N=689 (JP).
-- Random-digit-dial telephone methodology in US, UK, DE, FR. In-person
household interviews in JP.
-- Interview dates (all 2008): 1/14-15 (US), 1/11-13 (UK), 1/17-22 (DE),
1/25-28 (FR), 1/19-21 (JP).
-- Each country's national census estimates were used to insure that the
overall sample was representative of all adults 18-54 in each country.
About Interpret
Interpret, LLC is a next-generation media measurement and market
research firm -- the first to focus on evaluating and measuring the
intersections of media content, technology, advertising and consumer
behavior. Interpret's management team has unique experience pioneering new
measurement and custom research methodologies in both traditional and new
media, including video games, mobile content, technology, home
entertainment (DVD/Hi-Def), theatrical pictures and television.
SOURCE Interpret, LLC
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Related links:
http://www.interpretllc.com
CONTACT:
US, Toni Wade, +1-310-255-0590,
toni.wade@interpretllc.com, or UK & Europe, Christina Costa,
+44-20-8133-0221, christina.costa@interpretllc.com
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