Make Mine Recordable
For most of us, though, enthusiasm for the DVD category shouldn't stop with the current crop of products. Instead, we should be looking to the future of the category. And for manufacturers and retailers alike, a portion of that potential lies in DVD recorders (DVD-Rs).
Up until now, pundits have argued that confusing formats would keep consumers out of the market for recorders. But with emerging leaders and increased availability of universal players, formats don't appear to be a hold-up issue for consumers anymore. Only three percent of DVD owners and nine percent of non-owners listed confusing technology as the main reason not to go out and buy DVD players and DVD recorders. Instead, as you may have already guessed, it all comes down to price, particularly for the current hardware owner. Those who have not bought into the DVD world just need a little more convincing, since many of these consumers see no need to record to a DVD (32 percent) or are happy with their VCRs (28 percent), even if price is still a barrier for the largest segment (39 percent).
As with most playback hardware, the sweet-spot pricing averages about $200 for a recorder. It's at that point where the majority of DVD owners' ears perk up, and non-owners holding off for lower costs are enticed — even if plenty of sales are achieved before the price gets to the $200 mark. After all, some of us just can't wait to get the latest technology, despite the price factor. But with prices declining as quickly as they are presently, the $200 mark is probably not more than a year away, at least as an average entry price.