High prices curb Blu-ray adoption
Poll finds 9% likely to buy player within next year
By Susanne Ault -- Video Business, 5/14/2008
MAY 14 | Despite winning the format war, Blu-ray has not entirely convinced consumers of its worth, according to a new Harris Interactive Poll.
The April survey reports that motivation remains low to purchase a BD player, even as seven out of 10 respondents (69%) said that they were aware that Blu-ray is the true high-def format choice. Within the next year, just 9% of those surveyed said they would likely purchase their first BD devices.
Among HDTV owners, 10% say they own BD players.
Harris researchers note steep pricing is likely curbing penetration for both BD set-tops and BD-enabled PlayStation 3. By April, 4% of respondents owned BD set-tops and 5% owned PS3s. Curiously, HD DVD set-tops carved out a larger piece at 6%.
Also, 9% of people own an Xbox 360.
“Since Blu-ray Disc player pricing averages more than $300, which is well above the cost for the latest generation of standard DVD players with up-converters, Blu-ray Disc players may be encountering price sensitivity despite the advanced technology,” Harris VP Joan Barten Kline said.
Value is important to consumers, according to the Harris Poll. Adults are more likely to buy the $399 PS3 with its gaming capabilities and built-in BD player with Web connectivity (11%) than a straight BD player lacking such BD-Live features (10%). About 4% of people said they would buy one of the upcoming BD-Live set-tops, priced between $500 and $650.
Those under age 40 are the most likely group to utilize the PS3 as their BD device of choice. The study says that 23% of consumers age 30-39 are likely to purchase this device in the next year. That compares to 14% of this demographic saying they’ll purchase a non Web-enabled BD set-top and 5% opting for a BD-Live set-top at that time.
In other findings, HD DVD owners may not be quickly embracing the other side. Harris notes that 45% of HD DVD owners say they will continue using their player and purchase titles as long as they are available.
