Digital copy a hit with consumers, says NPD survey

79% prefer embedded file on discs

By Susanne Ault -- Video Business, 12/10/2008

DEC. 10 | Consumers have taken a liking to DVD and Blu-ray Disc digital copy, especially when files are embedded into discs as opposed to being downloaded, according to an NPD Group survey.

Digital copy is proving to fit into consumers' evolving lifestyles, in which more time is spent viewing entertainment on devices other than their TV sets.

Three out of four DVD and Blu-ray buyers who watch movies or TV shows on portable devices say they’re interested in buying physical discs holding a digital copy, according to NPD. The research concern also found that more than half of DVD and/or Blu-ray buyers have watched a full-length TV show or movie on a portable device.

When given a choice, 79% of survey respondents said they would rather transfer files from discs than download the content from the Internet.

“The consumer preference for moving their digital copies to other devices as opposed to downloading via the Web shows there are still opportunities for the industry to promote and extend the value of the physical DVDs and BD platforms,” said Russ Crupnick, NPD entertainment industry analyst. “For consumers who don’t have the time or know-how to download a full-length movie or TV show, digital copy provides a flexible and safe solution for transferring a legal version from a purchased disc to a portable device.”

People also overwhelmingly say their digital copy experience is positive, as 80% of respondents who’ve bought titles with this feature say they would want to buy subsequent digital-copy-enhanced titles.

The hybrid benefits of the digital product wasn't lost on consumers, as 38% of people said they wanted to keep the disc as a back-up for their digital copies.

Digital copies also could spur hardware purchasing, as 27% of those surveyed said they’d be more inclined to buy a portable device so they can take advantage of the included files.