NEW YORK More TV households now own DVD players than VCRs, according to Nielsen Media Research's Home Technology Report.
As of third-quarter 2006, DVD penetration climbed 6 percent to 81.2 percent of TV households compared to a year ago, while VCR penetration declined 4.5 percent to 76.5 percent.
In 1999, when Nielsen first started tracking DVD ownership, DVD penetration was 6.7 percent, dwarfed by VCR penetration at 88.6 percent.
"This study shows the culmination of a long battle for share of consumers," said Paul Lindstrom, svp of custom research for Nielsen Media Research, which is owned by Adweek and Mediaweek parent VNU.
The study also tracked ownership of other media technology, most of which is trending up.
Compared to a year ago wired cable penetration is up about 2 percent to 64 percent overall; satellite penetration rose 2 percent to 27 percent overall; and Internet access is up 1 percent to nearly 70 percent overall.
Personal computer and PDA penetration was flat at 74 percent and 17 percent, respectively.
Cell phone ownership rose 2 percent to 75 percent, while MP3 players climbed nearly 60 percent to 27 percent.
Nielsen's Home Technology Report, based on a telephone survey of 1,253 homes, is conducted quarterly.