HD DVD Survey by IPSOS

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In a national online survey among households either owning or intending to buy a High Definition TV, we asked respondents about their purchase interest in High Definition movie systems. To qualify, respondents had to have an active role in the decision making process when purchasing new electronics products for the household.

The final sample of 469 was screened from 1,341 respondents. The survey was conducted in two cells of approximately 235 each, which tested these scenarios: 1) All major Hollywood studios equally supporting both formats; and 2) Major studio support split between the two formats (i.e. today´s situation). In each of these scenarios, respondents were properly educated as if they would be making a purchase decision (e.g. title key art, pricing, quantities, player compatibility).

The survey was conducted from June 28 to July 2 by Ipsos-Vantis, a company that specializes in forecasting demand for new products and sizing emerging categories. They have evaluated over 1,200 new consumer electronics products worldwide and have successfully predicted the size of the overall market and the individual platforms in emerging categories including DVD. Ipsos-Vantis forecasts have been tracked extensively against in-market sales, and have consistently produced a level of accuracy that is unmatched by any other firm in the world.


1. In response to the question "Which statement best describes how likely you would be to buy an HD DVD player," respondents were over seven times more likely to buy an HD DVD player vs. a Blu-Ray player when all studios support both formats.

a. 57% would definitely or probably buy an HD DVD player vs. 8% for Blu-Ray.

b. 25% would definitely buy HD DVD vs. 2% for Blu-Ray.


2. Purchase interest in HD DVD remains three times higher than Blu-Ray -- even without HD DVD studio support from Disney and Fox.

a. 56% of respondents would definitely or probably buy an HD DVD player vs. 18% for Blu-Ray.

b. 20% would definitely buy HD DVD vs. 6% for Blu-Ray.


3. The main reason consumers prefer HD DVD over Blu-Ray is its superior value.

a. In response to the question, "Which statement best describes how you feel about the value of an HD DVD player," nearly 57% of respondents indicated that HD DVD was a "very good" or "fairly good" value vs. 14% for Blu-Ray.

b. Conversely, 68% indicated that Blu-Ray was a "somewhat poor" or "very poor" value vs. 19% for HD DVD.

4. In the 4th quarter 2006, the quantity of titles in the HD DVD format is assumed to be two times more than Blu-Ray (200+ for HD DVD vs. approximately 100 for Blu-Ray).

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