Advertising avoidance no motive for PVR purchase /easy handling and comfort at the top of the agenda
November 2005 Primarily image quality and convenient handling are the main motivation for purchasing a personal video recorder [PVR]. 29% of the people interested in buying quote the higher image and sound quality, 22% the comfortable recording and easier storage of TV programmes as most important reasons for a possible purchase of a PVR. Almost just as important is the fact that with a digital hard disk recorder no video cassettes or DVDs are needed anymore (20%). Against this the technical possibility of time shifting and ad skipping is only of minor importance: time shifting and ad skipping are quoted only by 7 % resp. 3 % as a purchase motive in the media use survey TimeBudget 12 of the ProSiebenSat.1-sales house SevenOne Media. TimeBudget examines the media use of the 14 to 49-year-old twice a year since 1999 and due to the half-year rhythm gives evidence of short-term trends and changes in media consumption and is the only survey of its kind in Germany.The motives for a possible purchase correspond almost completely with the statements of interviewees who already own a hard disk recorder. PVR users also appreciate primarily the easy recording and storage functions of a PVR [36%]. Furthermore the easy handling and programming [18%] are important to them. On the other hand, the technical option of time shifting and ad skipping hardly interest users with 4 % in each case.The purchase motives and actual use preferences of PVR owners are also reflected in the marketing activities of the big PVR manufacturers and retailers. Time shifting and ad skipping play only a very subordinate role in the sales arguments of manufacturers like Pioneer, Panasonic, JVC or Samsung and retailers like Media Markt or Saturn. The companies rather follow the consumers and in their marketing primarily focus on arguments like editing own videos, high image and sound quality, recording capacity, speed and comfort.
Since 1999 twice a year the research institute Forsa by order of SevenOne Media interviews a representative number of Germans (since 1999 altogether 10,414 persons) between 14 and 49 years on relevant aspects of their media use. For the current elevation wave summer 2005 1,000 persons were questioned. The investigation was about, among others: which functions do the individual media genres have for Germans, which topics are they looking for in the media and which topics are important or less important to them. TimeBudget is the only study in Germany which continuously monitors the media behaviour of the Germans in a half-year rhythm giving evidence of future trends.
The press report to the complete long-term study TimeBudget 12 was published on 21-11-2005. The German study can be ordered free of charge:
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