Tech Comparison: Urban vs. National
By Mike Reynolds -- Multichannel News, 3/7/2006 1:10:00 PM
New York -- When it comes to advanced digital services, urban residents have more digital-video recorders or TiVo Inc. services than national consumers.
According to data from Horowitz Associates Inc.’s “State of Broadband Urban Markets VII” study, 13% of urban consumers have DVRs, versus 12% of national consumers. Similarly, 13% of urban residents have a TiVo, compared with only 12% of folks nationwide.
Conversely, the seventh edition of the study series indicated that urban consumers trail their national counterparts by 19% to 21% relative to owning HDTV sets, as well as when it comes to actually having HD service (8% to 9% for the broader marketplace).
Penetration rates among urban residents also lags behind when it comes to having access to movies on-demand (14% to 18%) and free on-demand services (8% to 9%).
The research -- presented here Tuesday morning at Horowitz’s Sixth Annual Forum, Multicultural Media for Multicultural America -- also provided a technology profile of urban consumers. Here, this group outpaced their national counterparts on every front: 28%-26% with big-screen TVs; 35%-30% relative to gaming consoles; 68%-67% with cellular phones; 18%-17% for those with Web-enabled mobile phones; and 25%-18% in terms of owning mobile-video devices.
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