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DVD Consumers Overwhelmingly Buy at Discounters, Clubs

7 Oct, 2004 By: Melinda Saccone

Nearly two-thirds of consumers usually favor Wal-Mart, Target or Costco when stocking up on home entertainment, according to Video Store Magazine's 2004 Consumer Home Entertainment Study of 600 DVD households.

Women were more likely than men to buy their DVDs at mass merchant or club stores, perhaps because of the convenience factor of a one-stop shop. More than 70 percent of women surveyed said they generally buy their DVDs at mass merchant or club stores, compared to 57 percent of men.

When kids enter the equation, discounters, who are known to stock kid-friendly product, are winners. Households with children ages 12 and under said they were most likely to buy discs at mass merchants and club stores (71 percent). By comparison, 61 percent of households with no children under 13 bought their discs at discount retailers. Non-kid households, however, were twice as likely to buy a disc at a consumer electronics store or online than their child-rearing counterparts.

Men, on the other hand, were more than three times as likely to pick up a disc at a consumer electronics store and were twice as likely to buy a disc online than women. Men account for nearly three-fourths of the DVD customer base at consumer electronics stores, according to the survey. By comparison, women dominate the customer bases of mass merchant, club and video specialty stores, on average accounting for around two-thirds of their customers.

Just 4 percent of DVD households primarily buy their discs online. Online DVD purchasers tend to be older than consumers who purchase discs through traditional channels, perhaps suggesting that online purchasers do not need the instant gratification of product in-hand. Nearly two-thirds of online DVD buyers are 40 years old or older.

The more time a DVD household spent online, the more likely it was to buy a disc. Households that spent more than 14 hours a week surfing the Web were more than three times as likely to purchase a disc online as their counterparts who spend less than 14 hours per week online.

Consumers who only buy discs were more likely to purchase online than consumers who also rent. Only 2 percent of consumers who rent and buy purchase discs online, while 9 percent of those who only buy purchase online.

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