We’ll Have a Blu(ray) Xmas… Without You
Five Things Blu-ray Vendors Need to Do to Sell Players
What's it going to take to get the Blu-ray player market off the ground? To answer this question and others like it, consumer electronics shopping site, Retrevo combined data from its Pulse Report, a publicly-available index that maps daily price and demand trends in the consumer electronics industry across 40 categories and more than 4,000 products, and their Gadgetology study, a survey of online individuals conducted by an independent panel.
More Players at Lower Prices
Currently, almost 40% of popular DVD player models selling in the marketplace are Blu-ray Players, compared to only 15% this time last year. Furthermore, pricing on Blu-ray players has fallen an average of 35%. More players and lower prices are a good thing for buyers, so what’s the hitch, why aren't more consumers buying them? More importantly what will it take to make them jump off the shelves this holiday season? Based on findings from these studies, we offer this message to Blu-ray vendors, if you want to sell Blu-ray players this holiday season, here’s what you have to do and why:
1. Drop Prices
Number one on the list is, lower the price! In the study 34% of the respondents said $150 was the most they’d pay for a player. Selling off a bunch of old Profile 1.5 players on Black Friday is one thing, getting the price point on a good quality Profile 2.0 player under $150 is another thing.

What is the most you would pay for a Blu-ray player?

2. Educate Consumers
A lot of people have never even seen a Blu-ray movie, as 49% indicated so in the study. In addition to those 49%, another 18% would need some good arguments in favor of Blu-ray indicating they had seen a Blu-ray movie but were not very impressed.

Have you ever seen a Blu-Ray movie on a high definition TV?

3. Target your Marketing
In the Gadegtology study, 62% of seniors think regular DVDs are all they need. However a much smaller group (26%) of middle age consumers (age 25-34) didn't think they needed Blu-ray. It was clear from the answers that the younger crowd is aware of Blu-ray and knows what a difference it can make. So whether you take that as a marketing challenge to raise awareness among seniors or appeal to the already more sympathetic younger generations, you still have your work cut out for you.
4. Make Sure Blu-ray Discs Are Available
This might be somewhat beyond the control of manufactures (unless you’re Sony) and even though it doesn’t look like everyone is going to rush out and update their movie collection like they did with VHS tapes, there should be DVD rental kiosks, video stores, and local libraries loaded with a good selection of Blu-ray movies.
5. Lower Prices
We said it before and we’ll say it one more time, if one things stands out from Retrevo’s data it’s price sensitivity. Drop the prices below $200 or even $150 and we predict they will jump off the shelves this holiday.
The clock is ticking on Blu-ray adoption. Downloading movies is growing in popularity but there’s still time before Verizon and others have installed fiber, Wimax, or whatever high bit rate technology that will make downloading or streaming high definition video and audio practical. Right now, Blu-ray is one of the only ways to deliver Full HD, 1080p programming and HD audio to the increasing numbers of HDTVs showing up in living rooms all around the world. Lower prices and some good old fashioned marketing could turn the tide in Blu-ray’s favor.
About the Report
The Retrevo Pulse Report provides data about what consumers are buying, and what they are going to buy. Retrevo.com, the consumer electronics shopping site, observes and analyzes user behavior of more than 4 Million users to discover interesting activities and trends. Some of Retrevo’s analysis is made available at no cost, through the CE Demand Index and the CE Price Index. Our Indexes include historical price trends and demand forecasts based on actual observed behavior.

Data for this report also came from a recent Retrevo Gadgetology study of online individuals (non-Retrevo customers) conducted by an independent panel. The sample size was 771 distributed across gender, age, income and location in the United States. Most questions had a confidence interval of 3% at a 95% confidence level.

For more information contact:
Jennifer Jacobson
Director of Public Relations


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