Users of digital video recorders (DVRs) in the United States are 23 percent less likely to watch television than the general population, according to a new study from Mediamark Research Inc. (MRI).
However, the data found DVR users are more likely to be heavy readers of magazines and newspapers, as well as heavy Internet users.
Spring 2006 data from the company showed 11.2 percent of adult households reported having a DVR. The data also show 36.8 percent of adults with DVRs have a college education, and 17.1 percent have average household incomes that exceed $150,000. That compares to 25.2 percent of the U.S. adult population being college graduates and 8 percent having an average income in excess of $150,000.
The MRI data showed that adults in DVR households are 43 percent more likely to be heavy readers of magazines than the general adult population and are 40 percent more likely to be heavy readers of newspapers. Adults in DVR households also tend to use the Internet more than households without DVRs, as they are 81 percent more likely to be heavy Internet users.
For more information, visit: www.mediamark.com.
