ABI Research has a new study that shows TiVo and other DVR owners don’t watch commercials. We needed a study to tell us this? I haven’t watched a commercial in months. The study also shows that while TiVo started the DVR craze most DVR users get their DVR from cable or satellite providers.
"The market for DVR is fairly mature," said Michael Wolf, research director at ABI Research. "While just a few years ago many consumers still did not have a firm grasp of the benefit DVRs would bring them, today the concept of DVR and time-shifting is fairly well understood. That being said, adoption levels are still fairly dependent on service provider rollouts and whether consumers are interested in paying additional fees for the benefits of a DVR."
According to the survey about 4 out of 5 TiVo customer report skipping commercials and nearly 82% of DVR owners skip all or most commercials. Respondents say that they record about 2 hours of TV programming to their DVRs per day. "Our research has found that behavior in usage of DVRs is similar regardless of who provides it, or the demographic profile of the user," said Wolf. "While there are slight variations in usage based on age and income, once you put the technology in their hands the vast majority of consumers show similar behavior."
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Via ABI Research