Wide Range of Consumers Embrace New Technologies

Mike Vorhaus on Digital Consumers

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How do people like to consume entertainment in their homes? Clearly higher-quality visuals and more control over the experience are increasingly important factors. All you have to do is look at how many people are using DVR and HD technologies to realize that these devices are no longer limited to a fringe set of early adopters (or ad-industry execs).
Mike Vorhaus
Photo: Stephanie Diani
Mike Vorhaus is senior VP-managing director of new media and strategy for Frank N. Magid Associates.

More than a quarter of online households report having a DVR. DVR owners are more likely to own a home and have a higher socioeconomic status than non-DVR owners.

More than a quarter of online households report owning an HDTV. This group is also more likely to own a home and to have a higher socioeconomic status. Our most recent data, from last month, shows that HDTV ownership has grown 30% in the past year.

In both cases, these advanced-technology TV homes are no more likely to be single or married nor any more likely to have kids in the house or not.

Clearly the desire to buy and enjoy consumer electronics is broadly felt across our country -- and while those with higher incomes and educations are more likely to own these devices, a broad array of Americans are embracing the new technologies of entertainment.
Source: Frank N. Magid Associates
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