NPD's latest survey of consumer awareness about Blu-ray tries to cheerlead, with the headline, "Consumer Awareness and Potential for Blu-ray Disc Devices Rising." But then you read the results-45 percent of HDTV owners are now "familiar with Blu-ray," up from 35 percent the same time last year. That means over half of HDTV owners-not regular people with standard def TVs, we're talking the leading chunk of consumers that should be well aware of Blu-ray-still don't know what it is. That's horrendous.
And only 9 percent of HDTV owners plan to buy Blu-ray. Nine percent of a minority, for 4 million "potential buyers." That's not the makings of a dominant format. The survey results are from March, so things might be slightly better now, but given the past rate of growth-10 percent over the last year-likely not too much. Also this does conflict with an earlier poll stating that 60 percent of US consumers are "aware" of Blu-ray, but recognizing the name and knowing what it is are two different things.