DVR Users in London Hate TV Ads
Apparently, DVR users in London really hate TV commercials.
According to this article, a study by French research firm Ipsos of 4000 British TV househoulds shows that 90 percent of DVR users skip TV commercials. When you look at the demographics, it gets even worse for the advertisers: among the 18 to 34 year old demographic, 97 percent say they skip ads all or almost all of the time.
Of course, all of this has to be taken in context — only 6 percent of Britons own a DVR. These are definitely early adopters of DVR technology and are probably most likely to use all of a DVRs features — including skipping through commercials.
Also, this is in direct contradiction to a study done by ESPN in the United States, where only 30 percent used their DVR to skip through commercials. Since there is a higher percentage of households in the US with DVR units, many of them are most likely to be considered your “average consumer” and probably will never use their DVR to skip TV commercials.
Speaking from personal experience, my parents have had two Comcast DVR boxes in their house for over six months now and they have barely used them to even record programs, forget about such things as pausing live TV and skipping TV commercials — I’m not sure they will ever use these features!
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