New technology, old consumer behavior
Television One in five households has a digital video recorder. It is used as if it were analog.
Television One in five households has a digital video recorder. It is used as if it were analog.18 percent of all German-speaking households in Switzerland already have a digital video recorder (DVR), which can be used to record and then play back programs on a hard disc instead of on tape. This is the result of an online survey conducted by the McCann Erickson agency, in which a total of 294 people took part. Interestingly, the majority of DVR owners use the new devices in the traditional way - to record and play back programs and films. The main advantages over conventional video recorders, such as time-shifted television, TV program overviews or switching on breaks without missing anything (live pausing), are still hardly used.
And what do DVR users do with the recorded commercial breaks? The trend is clear: the majority skip the entire blocks or let them run through quickly. It is striking that women are more radical and often (77%) skip the entire commercial break, while 29% of men still watch the blocks quickly and even watch a single spot.
According to Urs Jaermann from McCann Erickson, the survey was conducted in mid-August - using the agency's own panel, which currently has 1,000 participants in German-speaking Switzerland.
Markus Knöpfli
And what do DVR users do with the recorded commercial breaks? The trend is clear: the majority skip the entire blocks or let them run through quickly. It is striking that women are more radical and often (77%) skip the entire commercial break, while 29% of men still watch the blocks quickly and even watch a single spot.
According to Urs Jaermann from McCann Erickson, the survey was conducted in mid-August - using the agency's own panel, which currently has 1,000 participants in German-speaking Switzerland.
Markus Knöpfli
