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DVD Gifting Enjoys Wide Support Across Demo Groups

24 Nov, 2004 By: Melinda Saccone

Are you ready for the deluge? This week marks the beginning of the biggest shopping season of the year. As the Christmas and Hanukkah holidays near, consumers will swarm retail outlets looking for that perfect gift, which, for many, turns out to be a brand-new shiny DVD.

Nearly three-fourths of consumers said they would consider purchasing a DVD for Christmas or Hanukkah, according to Video Store Magazine's Consumer Home Entertainment study.

This is good news for studios and retailers alike. As studios rally for shelf space, consumers will have plenty of product to choose from as some of the year's biggest hits are set to debut on disc. This year, consumers are expected to spend more than $16 billion purchasing discs, an all-time record, according to Video Store Magazine Market Research projections.

So who will be the biggest buyers of home video?

Gender, Income and Kid Factors Play a Role
Gender, income and the kid factor all play a decided role in who is most likely to purchase discs for holiday gifts.

Women show a higher propensity for holiday-disc purchases than men. Nearly 80 percent of women said they would consider purchasing a DVD for the holidays, compared to 68 percent of the men, according to the survey.

Income and age were also strong factors in consumers' intent to gift a DVD this holiday. The nation's wealthiest are the most likely to buy a disc for Christmas or Hanukkah. Nearly 90 percent of consumers earning annual household incomes of $100,000 or more said they would consider purchasing a disc for the upcoming season.

By comparison, those with annual household incomes of less than $20,000 are the least likely to buy a DVD as a holiday gift. Just 63 percent of consumers in the lowest income bracket said they would consider a DVD purchase for Christmas or Hanukkah — more than 10 percentage points below the average.

Consumers in their 30s were the most likely to buy a DVD for a holiday gift, while the under-20 crowd were the least likely, perhaps because this group tends to spend their disposable income on themselves. There were more than 20 percentage points separating the two groups, with 83 percent of the older demographic saying they would consider giving a DVD for Christmas or Hanukkah, compared to just 56 percent of the under-20 crowd.

The kid factor greatly increased the likelihood for disc purchases, as movie viewing provides many hours of kid-centric entertainment.

More than 80 percent of consumers with children under the age of 13 said they would consider buying DVDs for the upcoming holiday as a gift, compared to 70 percent of consumers without children under the age of 13.

Women With Children Big Buyers
Purchase intent skyrocketed for women with children. Nearly 90 percent of mothers said they would consider a DVD purchase for a holiday gift. By comparison, only 68 percent of their male counterparts with kids said they would consider purchasing a disc for a holiday gift.

DVDs scored high as a gift idea with all ethnic groups. African-Americans and whites fell in line with the overall population, averaging 73 percent and 76 percent, respectively. Latinos were less likely to purchase a DVD for Christmas or Hanukkah at 56 percent.

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