Blu-Ray Disc Sales Accelerate in Japan

Latest GfK Retail and Technology Japan figures have revealed that in the first week of November 2008, Blu-ray Disc Recorders have surpassed a 50% market share for DVD Recorders in unit terms. Looking back to October 2007, Blu-ray Disc Recorders accounted for a market share of 10% and have since exhibited rapid growth.

The average sales price has begun to come down in 2008. In the first week of June 2008, the average sales price of Blu-ray Disc Recorders was between 110,000 – 120,000 JPY. By the third week of October, it dropped to between 100,000 – 110,000 JPY. GfK Retail and Technology estimates that the price will continue to be reduced in the build-up to Christmas and the product may become ‘one-to-watch’ during the winter sales.

Blu-ray transition outpacing DVD recorders
In addition to this growth, according to GfK’s retail audit survey, Blu-ray Disc Recorders are replacing DVD Recorders 1.5 times faster than DVD Recorders replaced VHS Recorders. DVD recorders exceeded 10% market share in the fifth week of April 2008 and continued to grow steadily, eventually surpassing 50% after 82 weeks in the fourth week of November 2003. In comparison, Blu-ray Disc Recorders exceeded 10% market share in the fifth week of October 2007 and after 53 weeks, in the first week of November 2008, surpassed 50%.

One of the principal reasons for this quicker rate of change is the rise in sales of Flat Panel TVs, enabling viewers to experience digital high definition broadcasting. Blu-ray Recorders can record digital high definition broadcasting without any drop in quality, which has assisted the accelerated demand for this product.