Study: Millions Will Buy Blu-ray In 2008

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Study: Millions Will Buy Blu-ray In 2008
NPD study says the 'intent to buy' is growing.
By Swanni

Washington, D.C. (March 17, 2008) -- Consumers are more likely to buy Blu-ray players now than ever before, according to a NPD Group consumer research survey, as reported by Video Business.

NPD reports that 10.8 percent of survey respondents said they would purchase a Blu-ray player in the next six months. (The survey was conducted during the week that ended February 20.)

Based on that number, the research company estimates that two million Blu-ray players could be sold in the next six months. (This is based on common assumptions that 25 percent of people who say they intend to buy something usually wind up doing so.)

To date, less than one million standalone Blu-ray players have been sold. (However, the Play Station 3, which has a Blu-ray player inside, has sold millions of units.)

NPD said consumers' "intent to buy" a Blu-ray player is the highest ever recorded since the high-def disc format was launched in the spring of 2006.

In the weeks prior to this survey, NPD says the 'intent to buy Blu-ray' numbers were 9.4 (Feb. 13), 8.9 (Feb. 6) and 8.3 (Jan. 30).

The increased interest in Blu-ray was likely triggered by news that Toshiba was considering pulling the plug on HD DVD, Blu-ray's rival, and ending the high-def format war between the two. Toshiba finally announced on February 19 that it was closing the HD DVD business.

While NPD acknowledges that the 'intent to buy' numbers do not suggest an explosion of Blu-ray sales, it says the increased interest is impressive considering this is the traditional down season in consumer electronics.

“This (increased interest) happened during a quiet part of the year after the Super Bowl, and there was bad weather for shopping," a NPD spokesman said, according to Video Business.

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Swanni (Phillip Swann) is president and publisher of TVPredictions.com. He has been quoted in dozens of publications and broadcast outlets, including CNN, Fox News, Inside Edition, The New York Times, The Washington Post, The Chicago Tribune, The Financial Times, The Associated Press and The Hollywood Reporter. He can be reached at swann@tvpredictions.com or at 703-505-3064.

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