Mediaweek has begun a series of articles on DVR usage based on exclusive research by consumer research and consulting firm OTX. Considering Mediaweek’s audience, it isn’t surprising that they’re focused on the influence of DVRs on advertising and ratings. The study collected data from 3,500 DVR users during January 2008. One thing surprised me a bit:
Interestingly, the data shows that not everyone in a DVR household uses their DVR. In fact, in DVR-enabled households, 13 percent of people don’t use the device. Whether these people have never used the device or used it once and found no value is certainly worthy of, and will receive, future exploration.
At first I had trouble imagining having a DVR in my home and not using it. But then I thought about it, and realized I have TiVo which is very usable and user-friendly. And then I remembered that my parents have a Scientific Atlanta 8300HD and they hate it. It has randomly lost all their recordings, died completely a couple of times and needed to be replaced, and is generally so hard to use that they’ve pretty much given up on it. So I suppose I can see why some might not use it, and I am curious as to what their further stories uncover in that regard. (For the record my parents are moving into a new home soon and I’ve already sent them a TiVo HD with lifetime to setup in the new place. I couldn’t let them keep using that SA abomination.)
Read the whole article and I’ll keep an eye out for future installments.