Study Indicates Blu-ray Awareness Climbing

Media research firm Interpret has released the findings from a study that indicates the trend in consumer awareness of Blu-ray Disc is sharply on the rise.

According to the study conducted on the 18-54 demographic, Blu-ray awareness currently sits at 60% of US consumers. This is drastically “up from zero two years ago, when the format was still in the talking stages,” as stated by Jason Kramer, Interpret’s chief strategy officer.

More specifically, in the coveted male 18-34 demographic, awareness is at a whopping 76%, and look to be even higher by year’s end.

Kramer goes on to suggest the key to Blu-ray mass market adoption is not the players or software, but high-def televisions. There are now 44.4 million HDTV households in the U.S. according to Interpret, or 39% of the 113.9 million TV households. Compared to DVD during its launch, those penetration numbers are paltry.

Houses with a high definition disc player currently total 10.3 million, or 9% of all households. This includes Sony’s Playstation 3. With DVD saturation at 91%, there’s plenty of room for Blu-ray to grow.

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