The rate of decline in the ownership of DVD players is matching that of digital cameras and iPods in Australia, according to new data by research firm Roy Morgan.
But even with the steep decline in ownership rates, more homes still have VCRs than Blu-ray players, according to Roy Morgan's research.
DVD player ownership peaked in 2008, when 75% of Australian homes owned at least one DVD player. But the decline started shortly, and quickly, and now only 60% of homes have such a player (this does not include Blu-ray players and optical drives capable of reading DVD discs).
The rise of fall of DVD players almost mirror that of digital cameras, which peaked in 2009 and have been on a steady decline since. And while the peak for iPods came much later, in 2013, it too is now in a steep decline towards oblivion.
Interestingly, despite being two generations behind (three, if you count Ultra HD Blu-ray as the next generation), the number of VCRs in people's homes still outnumber the number of Blu-ray players. A similar situation occurs with old bulky box TVs compared to 3D TVs. While these figures seem to point to Australia having too many Luddites, whether these machines are being actively used is another matter - many VCRs, like Wii game consoles, are very likely gathering dust in the closet, unused. And if current trends continue, Blu-ray players (and 3D TVs) will be soon be ahead anyway.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
"Almost a third of Australian households (2.75 million) bought one or more types of new, additional or replacement entertainment technology in 2014. 1.25 million homes got a flat-screen TV, 425,000 a Blu-Ray player and—even though they’re prevalence is in decline—400,000 a DVD player. But, proving that some technologies never die, an estimated 58,000 got a non-flat TV, 44,000 a VCR and 34,000 a film camera.
"There are perhaps signs that we are getting tired of having to throw everything out and start again when new technology emerges. The vast majority of us went out and got a DVD player (and plenty of DVDs) and a flat-screen TV. But Blu-Ray Players and 3D TVs have made far less of an impact. While the newer technologies were perhaps less game-changing than their precursors, it might have also been a case of ‘too soon’ for many households.
"Roy Morgan’s Technology Adoption Segments are a useful and accessible tool to help technology brands, retailers and marketers understand where different technologies sit with early adopters, the professional mainstream, older explorers, traditionalists and technophobes."
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