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Forrester Research Conducts In-Depth Survey Of DVR Users To Uncover Key Trends Impacting The Television And Advertising Industries

Data Reveals Strong Consumer Affinity For DVRs And A 54 Percent Reduction In Ad Exposures For DVR Users

Cambridge, Mass., September 8, 2004 . . . According to a new report series from Forrester Research, Inc. (Nasdaq: FORR), consumers who own digital video recorders (DVRs) like TiVo spend nearly 60 percent of their time watching recorded or delayed programs, in which they skip 92 percent of ads. These habits are important because today’s DVR users — 5 percent of households — will grow to 41 percent within five years, according to Forrester. What changes will the television and advertising industries have to make to weather this shift?

To answer this question and to better understand DVR users' ad-skipping behavior, television viewing tendencies and the impact this shift will have on the television and advertising industries, Forrester surveyed 588 DVR users. The survey results have been published in the two-part report series, "Inside The Mind Of The DVR User."

"Consumers told us that they love the control DVRs give them. The ability to record programs easily, pause live TV, and skip ads creates a powerful change in the way they view television," says Forrester Research Vice President Josh Bernoff. "As these devices shift the way that mainstream consumers experience programming and advertising, they create both opportunities and challenges for the TV industry."

Key Survey Findings:

Consumers love their DVRs.

• DVR owners rated their improved enjoyment of TV at an average 4.4 on a five-point scale. Nearly one in five respondents used the word "love" in response to an open-ended question about how they feel about their DVRs.
• DVR owners are hooked on the device — less than 2 percent of people who owned DVRs have stopped using them.
• While today's DVR owners are demographically mainstream, they are off the charts in their adoption of premium TV services and home electronics. Nearly half of them have a home network, which is four times the penetration of a typical online household.

DVRs have a significant impact on consumers' TV viewing habits.

• While real-time viewing drops by 60 percent for consumers who use DVRs, programs like the evening news and sporting events are among the programs that retain significant real-time viewing.
• Forrester's survey respondents report watching only 8 percent of commercials in recorded programming. Three out of 10 viewers say they watch no commercials at all.
• Although the numbers paint a gloomy picture for advertisers, viewers do not treat all ads equally. Three out of four DVR users watch some ads at least occasionally. Movie ads and promos for upcoming programming fare best. Conversely, consumers watch less than one in 10 ads about credit cards, long-distance carriers, car dealers, and banks.

The "Inside The Mind Of The DVR User" research series includes recommendations to TV networks, advertisers, cable and satellite providers, and consumer electronics makers and retailers on how to best position themselves as DVR adoption and ad skipping rapidly increase.

The series is available to WholeView 2™ clients and can be found at www.forrester.com.

Forrester is an independent technology research company that provides pragmatic and forward-thinking advice about technology's impact on business. Business, marketing, and IT professionals worldwide collaborate with Forrester to align their technology investments with their business goals. Forrester offers products and services in four major areas: Research, Data, Consulting, and Community. In February 2003, Forrester acquired Giga Information Group. Established in 1983, Forrester is headquartered in Cambridge, Mass. For additional information, visit www.forrester.com.

Contact:

Erica Cantwell
Manager, Public Relations
Forrester Research
+1 212/672-1757
ecantwell@forrester.com