DualDisc, that hybrid disc technology which integrates music and video features, has made some market penetration, accounting for about two percent of total CD sales since being introduced in last year’s fourth quarter. This is according to a recent report prepared by research firm NPD.
The report, which was put together at the request of the National Association of Recording Merchandisers, showed that more than a quarter of recent music buyers were aware of the format. Of those, nearly 60 percent said they expected to buy at least one DualDisc in the next six months.
Among those who purchased DualDisc, nearly three quarters expect to do so again. Features of this format which were most attractive to consumers include the addition of exclusive music tracks and music oriented videos.
“Our research shows that building awareness of the added value of the DualDisc format may go a long way toward increasing sales potential, especially among the heavy music buying segment,” said NARM President Jim Donio. “Once consumers are aware of the format, their purchase intent is strong. Additionally, once buyers experience the format, repeat purchase intent is very high – especially when the features integrate music extras with the video.”
