DualDiscs Pleasing Consumers

From CelebrityAccdess MediaWire – Just one year ago, DualDisc technology was heralded by the music industry as a dramatic expansion of the music experience. According to a recent report prepared for the National Association of Recording Merchandisers (NARM) by The NPD Group, consumers who have tried the new format already have a high level of satisfaction with it. Since their introduction in the fourth quarter of 2004, nearly 5 million DualDisc units have been sold, which accounts for two percent of total CD sales…

According to the NARM/NPD report, more than a quarter of recent music buyers were aware of the  DualDisc format. Nearly 60 percent of consumers who were aware of the format expect to buy one for themselves in the next six months. Among those who have already purchased DualDisc, nearly three quarter expect to do so again in the next six months.

The consumers who purchased the most music overall were also the heaviest buyers of DualDiscs. This technologically savvy consumer segment is also most likely to purchase a la carte digital downloads, subscribe to online music services and by all measures highly value exclusive content. DualDiscs give manufacturers and retailers of physical music a powerful way to garner a greater share of these consumers’ entertainment budgets….

…Topping the list of DualDisc features that consumers find most important were the addition of exclusive music tracks (i.e., those not found on the traditional CD) and music-oriented videos (e.g., music videos and concert footage). According to Crupnick, "If all that DualDisc does is offer exclusive music tracks, it will have a more limited appeal, because music consumers can download tracks from the Web or get them on a CD. DualDisc must present bonus tracks in a compelling way that integrates seamlessly with the video component."

By Bob Grossweiner and Jane Cohen