One in three American households had a home theater system by the end of 2004 and most home theaters had surround sound, according to a new survey.
Results of a new survey, released Wednesday, show that consumers are becoming more sound savvy. DTS Inc. and Nielsen Entertainment Research surveyed 2,000 adults and found that 75 percent of home theater owners have true 5.1-channel or greater surround sound.
Seventy-three percent of home theater owners and 76 percent of surround sound owners said upgraded sound is the most important extra feature on DVDs. More respondents (82 percent) said they choose a sound format at the beginning of a movie than those in the previous year (55 percent).
"Today, even as low resolution music formats have become popular among people on-the-go, millions of consumers are discovering the immersive entertainment experience offered by true surround sound and are purchasing high resolution home theater systems," Jon Kirchner, president and CEO of DTS, said in a prepared statement.
Home theater owners buy DVD movies at a rate of 20 percent more than those who don't own the systems, according to the survey. Nearly 60 percent of home theater owners and 63 percent of surround sound owners said they are aware of DTS, a digital entertainment technology company, and many agreed that the brand reflects superior audio technology and quality.
The study concluded that surround sound owners represent a broad segment of the DVD market. Surround sound buyers come from a broad spectrum of demographics, ranging in age from 25 to 54 and reporting household incomes from $25,000 to $150,000