More than one in 10 US adults owns a DVD recorder (DVR), research published today has claimed.
The latest annual Total TV Audience Monitor found that, while DVR owners watch roughly the same amount of TV as non-owners, they are more likely to watch programmes in out-of-home locations such as second homes, hotels, colleges and the workplace.
The study found that, in an average week, a quarter of DVR owners watch TV in out of home locations compared to 19 per cent of non-owners.
Barbara Leflein, president of Leflein Associates, which publishes the report, said: "What we found further establishes DVR owners as TV-centric and emancipated viewers.
"These busy, plugged-in professionals watch TV where and when they want. DVR owners have more TVs in their homes, they are more likely to subscribe to premium channels, and to have video on demand."
Leflein added that, as DVR penetration increases, the industry should understand time shifting behaviour and be prepared to measure the out-of-home viewing that will undoubtedly follow.
The study also revealed that DVR owners have more TVs in their home on average compared to non-owners; 22 per cent of DVR owners have four working TV sets, compared to 16 per cent of non-owners.
It also noted that DVR owners are more likely to subscribe to premium channels; 46 per cent of DVR owners compared with 31 per cent of non-owners were found to subscribe to such services.
Similarly DVR owners are much more likely to have signed up for video on demand services; 33 per cent compared with 19 per cent of non-owners.
In socioeconomic terms DVR owners are more likely than non-owners to be college educated (73 per cent compared to 65 per cent) and are more likely to be professionals or self employed (50 per cent compared to 36 per cent).
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