According to an Interpret study, which carried out a survey on consumers aged 18 to 54 in January 2008; about 60% of those surveyed knew what Blu-ray is. Of the age group, 76% of those aged 18 to 34 knew about Blu-ray. As this survey was carried out in January before the format war ended, the majority of consumers by this stage know the difference between Blu-ray and DVD.
As a result of the awareness, the main problem now is that publicity about Blu-ray is unlikely going to help push much more sales of the format. Unlike the change over from VHS to DVD where the benefit was obvious on pretty much every TV, changing from DVD to Blu-ray in turn means buying a new HDTV set for anyone does not already have one. However, now with the digital switchover taking place, there is a good chance many will think twice of getting another standard definition set just take advantage of digital TV.
At present, over 10 million US households have a high definition disc player, but this still accounts for fewer than 10% of all American households. To give a comparison, over 90% of American household have one or more DVD players.
