Direct-Mail DVD Subscribers Top 12% of US Internet Households, Offer Insight into Emerging "Digitally Inclined" Consumers
The Diffusion Group finds that the 4+ million direct-mail DVD households constitute a fertile target market for digital media device & service vendors.
Dallas, TX (PRWEB via PR Web Direct)
April 5, 2005 -- Direct-mail DVD subscription services such as Netflix are now
used by more 4.3 million US Internet households, about 12% of the 36 million US
Internet households. According to a new report from research and strategic
marketing firm The Diffusion Group, these households constitute a fertile target
market for vendors pushing new digital devices and services.
TDG's latest
report, "Direct-Mail DVD Subscribers: Profiling the 'Blockbuster Busters,'"
finds households that subscribe to DM-DVD services demonstrate a much higher
ownership or proclivity to purchase both fixed and portable consumer electronic
devices, as well as the services that enable these devices. Most notably, their
interest in portable digital electronics such as portable media centers and
digital music players is well above average.
"Current DM-DVD households
are not only frequent movie watchers; they are generally more 'digitally
inclined' than the average Internet user," says Dale E. Gilliam III,
contributing analyst with TDG and co-author of the new study. "As such,
understanding these households can help 'digital lifestyle' companies better
target those consumers more likely to purchase their products and
services."
Other interesting characteristics of current DM-DVD households
include the following:
• Current DM-DVD subscribers are
approximately 25% more likely than non-subscribing Internet households to store
digital video or music on their home PCs;
• They are
significantly more likely than non-subscribing Internet households to own a
portable digital music player such as an MP3 player or iPod; however, they are
not more likely to own, nor more interested in owning, a portable DVD player.
• They are 47% more likely than non-subscribing Internet
households to purchase a Portable Media Center or Player if the price is below
$400; and
• They are 52% more likely than non-subscribing
Internet households to already own a portable digital music or MP3 player, and
38% more likely to purchase such a device in the next year.
TDG’s new
report, entitled "Direct-Mail DVD Subscribers: Profiling the 'Blockbuster
Busters'" offers a detailed profile of DM-DVD households, including technology
ownership and usage, proclivity to purchase new digital devices, entertainment
service subscriptions, as well as demographic characteristics. The report is
part of TDG’s ongoing Consumer Snapshot series that profiles specific segments
of the emerging digital home and connected consumer marketplace.
About
The Diffusion Group (TDG Research)
The Diffusion Group is a consumer
technology research and strategic marketing firm built by a team of seasoned
consumer technology analysts. Our mission is simple: to provide timely,
actionable intelligence designed to best position new consumer technologies for
rapid diffusion. TDG is committed to providing market research and strategic
consulting services based on conservative, real-world analysis and market
forecasts grounded in consumer research. For more information about The
Diffusion Group, visit our website at www.tdgresearch.com.
Contact:
Andy Tarczon
e-mail
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214-677-9723
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Source : http://www.prweb.com/releases/2005/4/prweb225877.htm