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Blu-ray Recorder Sales Hit Record Levels

Latest GfK Japan statistics have revealed that in the first week of November, Blu-ray Disc recorders have surpassed 50% market share for DVD recorders in unit terms.

In October 2007, Blu-ray Disc recorders accounted for a market share of 10% and have since exhibited rapid growth. This acceleration can be largely attributed to the withdrawal by Toshiba of their HD DVD business from the market in favour of Blu-ray in early 2008.

The average sales price has begun to come down. In the first week of June 2008, the average sales price of Blu-ray disc recorders was between 110,000 — 120,000 JPY. By the third week of October, it dropped to between 100,000 — 110,000 JPY.

GfK Retail and Technology estimates that the price will continue to be reduced in the build-up to Christmas, and the product may become ‘one-to-watch’ during the winter sales.

Blu-ray transition outpacing DVD recorders
In addition to this impressive growth, according to GfK’s retail audit survey, Blu-ray Disc recorders are replacing DVD recorders 1.5 times faster than DVD recorders replaced VHS recorders.

DVD recorders exceeded 10% market share in the fifth week of April 2002 and continued to grow steadily, eventually surpassing 50% after 82 weeks in the fourth week of November 2003. In comparison, Blu-ray Disc recorders exceeded 10% market share in the fifth week of October 2007, and after 53 weeks, in the first week of November 2008, surpassed 50%.

One of the principal reasons for this quicker rate of change is the rise in sales of flat panel TVs, enabling viewers to experience digital high definition broadcasting. Blu-ray recorders can record digital high definition broadcasting without any drop in quality, which has assisted the accelerated demand for the product.

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Jim Harbridge News Journalist
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The GfK Group
The GfK Group is the No. 4 market research organization worldwide. Its activities cover the three business sectors of Custom Research, Retail and Technology and Media. The Group has 115 companies covering over 90 countries. Of a total of 9,297 employees (as of March 31, 2008), 80% are based outside Germany. For further information, visit our website:

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