Tivo Survey Reveal 86 Percent of Americans Give a Father’s Day The Cold Shoulder
A new survey commissioned by TiVo Inc. (NASDAQ: TIVO), the creator of and a leader in television services for digital video recorders (DVR), points to what many fathers have been saying for years: Dads do, in fact, get slighted on Father’s Day. The study reports that 86 percent of Americans shell out more money on Mother’s Day than they do on Father’s Day. It’s a finding bolstered by research that indicates only 51 percent of those surveyed plan on celebrating the ’holiday’ at all.
In an effort to help reluctant gift-givers zero in on what would really make Dads’ day - and begin to reverse the troubling trend - the survey also explores what his favorite activity is. As it turns out, watching TV is the most popular pastime for pops, topping outdoor activities, home improvement and even reading.
Furthermore, making the case for a TV themed gift for Dad, research suggests that the power of pleasing dad on Father’s Day just might lie in the power of the remote control. In fact, a whopping 75 percent of dads say they are the ones who control the remote when at home.
“While our research is a bit tongue-in-cheek, one point remains clear; TiVo ’gets’ dads better than any other gift can, giving them even more control of something we know they love, their TV,” said Katie Ho, vice president of marketing at TiVo. “Not only can he enjoy his favorite shows whenever he wants them, he can now download movies from thousands of choices on Amazon.com and have them sent directly to the TV. He can also demonstrate that father really does know best, figuring out all the TV and movies worth watching with TiVo’s new Universal Swivel Search feature, which finds shows from both broadband and broadcast sources by ’swiveling’ on actors, topics and other common ways viewers think about TV.”
TiVo hasn’t forgotten Dads’ this Father’s Day - - The World’s Best Dad deserves The World’s Best Gift, so anyone who purchases a TiVo Series3™ HD box before Father’s Day can save $200. With certified THX audio, razor-sharp HD video, broadband connectivity and dual-tuner recording, the TiVo Series3 HD box is the ultimate way for Dad, or the entire family, to watch their favorite shows in HD. TiVo Series2 and Series3 boxes are available at Best Buy, Circuit City, Radio Shack or online at www.tivo.com.
Â· Question: Do you plan to celebrate Father’s Day this year?
o Yes - 51%
o No - 49%
Â· Question: Do you spend more money celebrating Mother’s Day or Father’s Day?
o Mother’s Day - 86%
o Father’s Day - 14%
Â· Question: What is your dad’s favorite pastime?
o Watching TV - 30%
o Outdoor Activities - 26%
o Home Improvement - 12%
o Reading - 8%
o Working on his car - 7%
o Other - 18%
Â· When watching TV with your family, who controls the remote control?
o Dad (myself) - 74%
o Spouse - 17%
o Children - 4%
o Other - 6%
Â· Do you plan on buying a gift that you can share with your dad, for instance, a CD you’d like to listen to, or a book you’d like to read?
o Yes - 25%
o No - 75%
Note - The data is from a national Omnibus survey conducted by Greenfield Online, Inc., a leading provider of Internet-powered marketing research. The study was fielded during the last week of May. Some questions had lower sample sizes than others. The margin of error is +/-3% (based on 1,000 responses).
About TiVo Inc.
Founded in 1997, TiVo (NASDAQ: TIVO) pioneered a brand new category of products with the development of the first commercially available digital video recorder (DVR). Sold through leading consumer electronic retailers, TiVo has developed a brand which resonates boldly with consumers as providing a superior television experience. Through agreements with leading satellite and cable providers, TiVo also integrates its DVR service features into the set-top boxes of mass distributors. TiVo’s DVR functionality and ease of use, with such features as Season Pass™ recordings, WishList® searches, and TiVo KidZone, have elevated its popularity among consumers and have created a whole new way for viewers to watch television. With a continued investment in its patented technologies, TiVo is revolutionizing the way consumers watch and access home entertainment. Rapidly becoming the focal point of the digital living room, TiVo’s DVR is at the center of experiencing new forms of content on the TV, such as broadband delivered video, music and photos. With innovative features, such as TiVoToGo™ and online scheduling, TiVo is expanding the notion of consumers experiencing “TiVo, TV your way.®” The TiVo® service is also at the forefront of providing innovative marketing solutions for the television industry, including a unique platform for advertisers and audience measurement research. The Company is based in Alviso, California.
TiVo, Season Pass, TiVoToGo, WishList, the slogan ’TiVo, TV your way.’, Series2, Series3, and the TiVo logo are trademarks of TiVo Inc. or its subsidiaries worldwide. Â© 2007 All rights reserved.
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