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 impressive 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 2002 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, accroding to GfK. Blu-ray Recorders can record digital high definition broadcasting without any drop in quality, which has assisted the accelerated demand for this product, GfK added.