Nielsen looked at digital video recorder use in local markets and found that the ones with the most playback viewing were those with the least penetration. Nielsen attributes those findings to the early adopter effect. It appears that the people who are most eager to get DVRs use them the most. A list of the markets with the highest DVR penetration follows.
Data From November 2008
Market | DVR Penetration | Rank | Playback Rating | Rank |
San Diego | 37.7 | 1 | 3.2 | 8 |
Austin, Texas | 37.4 | 2 | 3.2 | 9 |
Dallas-Fort Worth | 37.2 | 3 | 2.8 | 17 |
Orlando-Daytona Beach-Melbourne | 36.8 | 4 | 3.6 | 2 |
Los Angeles | 36.2 | 5 | 3.5 | 3 |
Sacramento-Stockton-Modesto | 35.2 | 6 | 3.3 | 5 |
San Francisco-Oakland-San Jose | 34.1 | 7 | 3.1 | 13 |
Raleigh-Durham (Fayetteville), N.C. | 34.0 | 8 | 3.1 | 12 |
San Antonio, Texas | 34.0 | 8 | 3.1 | 10 |
Cleveland-Akron (Canton) | 33.5 | 10 | 2.3 | 30 |
Tampa-St. Pete (Sarasota), Fla. | 33.5 | 10 | 3.0 | 14 |
Houston | 32.6 | 12 | 2.3 | 31 |
Columbus, Ohio | 32.4 | 13 | 3.3 | 6 |
Las Vegas | 32.2 | 14 | 4.0 | 1 |
Oklahoma City | 31.4 | 15 | 3.2 | 7 |
Indianapolis | 31.0 | 16 | 2.4 | 28 |
Boston (Manchester, N.H.) | 30.9 | 17 | 2.1 | 38 |
Cincinnati | 30.7 | 18 | 2.3 | 33 |
Washington, D.C. (Hagerstown, Md.) | 30.6 | 19 | 2.0 | 43 |
Chicago | 29.9 | 20 | 2.5 | 25 |
*Monday-Sunday, 5 a.m.-5 a.m. Source: The Nielsen Co. |
Lots of southern cities and few from the north. What gives?
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