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Viewing report
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Portable and Mobile DVD Hardware in the United States
Mintel, Feb 2005, Pages: 105
Portable DVD hardware has been available since 1998, and mobile DVD hardware since 1999. This report covers the period from 2001 to 2004, during which time sales have nearly tripled and the number of households with DVD players at home more than doubled.
Because sales followed on the heels of DVD penetration into the household, consumers carry a high degree of comfort with the market. During the review period, portable DVD players have exited their early adoption phase, and are being taken up in mass. Consumers can now purchase portable DVD players for under $200; purchases at mass merchandisers and department stores are nearly equivalent to sales at electronics stores; sales volume is climbing faster than value for the portable DVD segment.
Although the market is expanding rapidly, it is expected to remain a niche market. Mobile DVD players are largely confined to audiences that frequently drive with passengers. Parents and car enthusiasts fall into this category, but without a broader base, the aftermarket for mobile DVD player is unlikely to ever enjoy purchases from the majority of U.S. adults.
Portable currently DVD products serve a single function – to allow the buyer to watch DVD content on the go on small screens. Mintel expects that saturation for a device with this limited application will occur before penetration reaches 40% of the U.S. adults. Mintel’s research indicates that within the population comfortable with the Internet, penetration could reach 33% by the end of 2005. For the population as a whole, saturation levels will be reached by 2008, and may be reached as early as 2006.
This market covers portable and mobile Digital Versatile Disc (DVD) hardware. Portable DVD players are defined as battery operated screen inclusive devices that allow for playback of DVD software. Mobile DVD products include mobile DVD players and changers for entertainment purposes, DVD-based navigation systems, and combination systems. Mintel defines the mobile DVD hardware market as only including mobile DVD products purchased by consumers in the aftermarket, though factory installed mobile DVD hardware is discussed in relation to the aftermarket. The report includes mobile DVD products that come with and without screens. Mobile television products and mobile LCD screens are not covered in this report unless they include a DVD player.
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