Consumerscope - What's Up With DVR?
So we all agree that this is a compelling product — then what's the hold-up? Survey says: There are still a couple of problem areas to be addressed.
For one, the CEA survey really shows the sweet spot in pricing to be below $200, much less than current pricing on many DVRs, and consistent with historical pricing patterns on CE products. Nearly 65 percent of consumers consider the $200 mark a fair price, with many of them comfortable with the $150 to $199 price range. Plus, most (78 percent) would like this to include subscription costs, even if the price was higher.
When asked point blank, though, it's not necessarily price that surfaces at the top of consumer's reasons for not buying. Only 8 percent said they thought the price was too high; 10 percent didn't want to pay for a subscription service. Instead, the number one reason was — hold onto your seats —not having a phone jack near the TV set. Certainly this is an easy issue to correct with an accessory up-sell, though the long run of telephone cord might be a turn-off.