NPD Survey: Blu-ray Penetration Increases Twofold
Posted May 4, 2010 03:38 AM by Juan Calonge
According to the 2010 Consumer Technology Household Online Penetration Study from research company The NPD Group, the percentage of households with a Blu-ray player nearly doubled since last year, going from just 6% in 2009 to 11% in 2010. Key factors behind this increase were deep discounting during the 2009 holiday season, and the broadening penetration of HDTV (64% of households now have a flat-panel TV).
"Consumers are flocking to products that offer slim profiles and access to digital content," said Ross Rubin, executive director of industry analysis at NPD. "Devices such as Blu-ray players, netbooks, and e-readers are being used to enable rich, connected experiences."
More than 2,400 respondents from NPD's proprietary opt-in online consumer panel participated in this survey. The field work was conducted in mid April 2010.