Blu-ray reaches 60% awareness in two years

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Blu-ray reaches 60% awareness in two years

Santa Monica (CA) – More than 10 million households in the US now have a high-def disc player and more than half of the country is aware of the Blu-ray Disc format, according to a new study from Interpret.

Interpret, which studies media trends, surveyed consumers aged 18 – 54 and found that 60% knew what Blu-ray is.  The survey was actually conducted in January, before Blu-ray became the declared winner of the HD format war.

Among the lower half of that demographic, the so-called “early adopter” group of 18- to 34-year-olds, 76% were aware of the Sony-fronted high-def disc medium.

The research firm’s chief strategy officer Jason Kramer noted that awareness was only the beginning, though.  “The format war is over, and they’ve taken Blu-ray from zero to majority awareness, but it doesn’t get easier from here, unfortunately,” he said.

Unlike the transition from VHS to DVD, going from DVD to Blu-ray effectively requires to consumer to also upgrade their TV set from standard definition to HD.  “It’s an intermediate step DVD didn’t have … but we’ve got the digital switchover taking place, which is a good thing, because the fact that you are replacing your TV means people will be thinking they might as well get an HDTV,” said Kramer in a Reuters story.

Currently, high-def disc players have reached less than 10% of all American households.  DVD players, meanwhile, are present in over 90% of the country’s homes.