TORONTO – More and more Canadians can’t imagine life without their personal video recorders (PVRs), according to research from the Cable Telecommunications Association for Marketing (CTAM).
The results from an on-line survey found 89% of respondents with a PVR said that the device improved their television viewing experience “somewhat” or “a great deal”. Familiarity with PVRs in Canada has also increased from 45% to 52% overall between 2008 and 2009, driven mostly by males and younger adults.
While overall PVR ownership has increased directionally from 11% to 13%, it also varies by subscriber type. Ownership among digital cable subscribers grew from 21% to 27%, and from 19% to 22% directionally among satellite subscribers.
"The convenience of being able to record programs and enjoy viewing to suit the user’s schedule remains the single most important reason cited for using a PVR, rising from 57% in 2008 to 62% in 2009”, said Aivy Reinfelds, co-president of CTAM Canada, in a statement. “This consumer benefit needs to be regularly communicated to reinforce the overall competitive advantage that cable has over satellite."
The on-line survey was conducted among 2,000 Canadians, aged 18+, from June 1- 5, 2009.
