According to the CEA, Blu-ray players have made the Top Ten list of “devices people want” for the first time this year. 2.7 million stand-alone Blu-ray players were sold in the U.S. last year; 3.7 million have been sold so far this year. Since 40-50% of all sales for the year happen in the 4th quarter, the CEA believes the final total of BD stand-alone players sold in 2009 could hit 6-7 million units, possibly as high as 10 million units depending on supply, bundling deals, and retailer aggressiveness. PS3 sales were also surpassed by stand-alone BD players for the first time in 2009.
In 2002 and 2010, which Futuresource has determined as year five for DVD and Blu-ray, respectively, DVD players (including PS2) reached 32.6% of households and Blu-ray (including PS3) will have reached 34.1%. According to Futuresource, Blu-ray penetration steadily rises through 2013 (year eight) to 67.8%.
According to Best Buy, their research shows that only 32% of its consumers are familiar with Blu-ray this year (up from 29% in 2008 and 19% in 2007) so there is a lot of room for upside. 60% of consumers who are familiar with Blu-ray have at least some intent to purchase the format in the next year, especially if the price is below $150.
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