I stumbled onto this press release today with some interesting TiVo-related survey info:
August 16, 2007 09:00 AM Eastern Daylight Time
25% of TiVo™ or DVR Users Actually Rewind and Watch Commercials They Missed Says Greenfield Online Survey
74% of TiVo or DVR Owners Say it has “Changed the Way They View Television”
WILTON, Conn.–(BUSINESS WIRE)–According to a recent Greenfield Online, Inc. (Nasdaq: SRVY) Fact of the Week survey of approximately 1,000 Internet respondents, 25% of total respondents indicated that they rewind their TiVo™ or a DVR to view the television commercials they have missed.
The percentages of respondents rewinding and watching commercials by age group are:
* 7% were 24 years old and under
* 31% were between the ages of 25 and 34
* 33% were between the ages of 35 and 44
* 14% were between ages of 45 and 54, and
* 15% were 55 and older
Among the total respondent group, 30% currently own a TiVo or a DVR. 74% of respondents who own the device believe it has changed the way they view television. More than half of the respondents, or 54%, said they watch â€œsomewhat moreâ€ television now than before they owned a digital video recorder.
As for the respondents who havenâ€™t yet joined the TiVo™ revolution? Among those who donâ€™t currently own a TiVo or a DVR, 51% simply felt they had “no need for one”. 24% said they “havenâ€™t had the chance to buy one” yet. Another 22% cited the fact that they were “too expense” as the reason for not owning one.
Sure, it is a bit of fluff, but interesting enough to share.