Marcy Magiera

To sell Blu-ray, talk to Mom

It’s widely accepted that moms are the key decision makers in many large household spending decisions. This is a huge opportunity and a big challenge for Blu-ray marketers, who still largely need to get women on board with the format.

Solution Research Group just released findings from its Women & Digital Life study that show while moms are still highly engaged with DVD, they are behind the curve on Blu-ray adoption.

According to SRG, 57% of all women bought a DVD in the last six months, down four percentage points from a year earlier. Among mothers with children under 12, however, 66% bought DVD. Hispanic and African-American women were heavier than average DVD buyers.

BUT--When it comes to Blu-ray, only 5% of women said they had it in their homes, with another 28% likely to buy within six months and a whopping 67% saying they found an upgrade to Blu-ray unlikely in their homes.

Mass Blu-ray adoption is eventually going to have to draw in the moms, of all ages and ethnicities. One way to reach them is in the stores they shop for DVD. Wal-Mart, not surprisingly, is far and away the market share leader among moms, followed by Amazon (got my vote!) and Target. Not so much love for Best Buy in this group.

Finally, to reach moms, make them laugh, says SRG. Comedy is the top genre for women’s rentals and purchases.

Posted by Marcy Magiera on June 24, 2009 | Comments (2)