From allthingsHiDef on Oct. 25:
New research from The NPD Group brings good news and bad news for the high-definition disc business. Nine out of ten consumers who have bought a Blu-ray Disc or HD DVD player are extremely satisfied with their purchase, and they plan on replacing up to a quarter of their existing DVD libraries with high-def discs.
But the NPD study also found an overwhelming reluctance to buy either a Blu-ray Disc or an HD DVD player. When asked "how likely are you to buy a high-definition player in the next six months," nearly two-thirds or 66% of respondents said "not at all" or "not likely." Another 23% answered "somewhat likely," while just 11% answered "extremely likely" to buy a HD player.
The NPD study revealed the hesitation stems from a variety of factors, most notably high player prices (cited as the major deterrent by 72% of respondents.) Another 70% saw no immediate need to replace their existing DVD players, while 60% said they get their high-def movies from cable or satellite. And 54% said they intend to hold off buying a HD player until the format war is resolved.
Still, NPD believes hi-def will ultimately succeed. The full report contains projections for sales of HD players and software, as well as comments from Russ Crupnick, VP and senior analyst with NPD Entertainment, on what movie studios need to do to encourage consumers to adopt HD media.