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Lifestyle Attributes of DVR Enabled Household

Marketers and their traditional advertising agency advisors were deeply troubled by the initial research results regarding the viewing habits of DVR users. However, new studies continue to provide meaningful evidence that where there is change there is also opportunity.

Households with digital video recorders (DVR) tend to watch less TV than those without, but they are more likely to be heavy Internet users and readers of magazines and newspapers, according to the data released Wedensday from Mediamark Research Inc. (MRI).

The Spring 2006 report, based on data collected from interviews with 26,000 adults between March 2005 to March 2006, found that 11.2 percent of adults reported having a DVR in their household, up from 8.6 percent reported in MRI�s Fall 2005 report.

DVR households are 23 percent less likely to be heavy TV viewers, 43 percent more likely to be heavy readers of magazines, 40 percent more likely to be heavy newspaper readers, and 81 pecent more likely to be heavy Internet users.

As a result, DVR households also tend to be more upscale than the entire adult popoulation, with 17.1 percent having an average household income exceeding $150,000 and 36.8 percent having a college education.

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