Survey reveals keen British interest in PVRs

Although it hardly comes as a surprise, an Ipsos study has revealed that ninety percent of digital video recorder (DVR) users skip commercials. The study was conducted in Britain, where 6% of the population owns a DVR, and a whopping 35% are interested in purchasing one. North American interest in PVRs appears to be less enthusiastic, though. According to at least one report, only 8.4% of North Americans own or plan to purchase a PVR.

Lower PVR adoption rates could be a blessing in disguise for those looking to avoid advertising. Unless advertisers see a significant drop in exposure for their commercials, they may be less inclined to pursue more intrusive forms of advertising.

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