US adults whose households have a digital video recorder (DVR) are more upscale than those who do not and are more likely to be heavy readers of magazines and newspapers, according to new data from Mediamark Research Inc (MRI).
the Autumn MRI data release said that 8.6% of US adults reported having a DVR in the home. That figure rose to 11.2% of households in Spring 2006.
The data from Spring 2006 shows that 36.8% of US adults with DVRshave a college education and 17.1% have an average household income exceeding $150,000. This is compared to the US adult population as a whole, where 25.2% graduated college and 8% have an average income exceeding $150,000.
MRI says that of adults with DVRs in the household, 15.7% have home values exceeding $500,000, compared with 9% of the entire adult population.
Adults in DVR households are also 43% more likely to be heavy readers of magazines than the general adult population and 40% more likely to be heavy readers of newspapers than the general population.
In addition, adults in DVR households are 81% more likely to be heavy internet users than the general population. However, these adults tend to watch less TV than their DVR-less counterparts. Adults in DVR households are 23% less likely to be heavy TV viewers than the general adult population.
| Does Your Household Have A DVR? |
| |
%Total Adults |
% Adults in Households with DVR’s |
% More/Less Likely Than All Adults |
| |
| Total Adults |
|
11.2 |
|
| |
| College Graduate |
25.16 |
36.82 |
46 |
| |
| HHI $150,000+ |
7.9 |
17.08 |
116 |
| |
| Home valued at $500,000+ |
9.19 |
15.65 |
70 |
| |
| Selected Media & Lifestyle Characteristics: |
|
|
|
| |
| Heaviest Magazine Readers |
20 |
28.62 |
43 |
| |
| Heaviest Newspaper Readers |
20 |
27.94 |
40 |
| |
| Heaviest Internet Users |
20 |
36.22 |
81 |
| |
| Heaviest TV Users |
20 |
15.71 |
-23 |
| |
| Source: Spring 2006, Mediamark Research Inc, Survey of the American Consumer |
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