Rather than discarding DVD and video game packaging, consumers overwhelmingly store their DVDs and video games in their original cases according to a joint study commissioned by the Content Delivery and Storage Association (CDSA) and the Entertainment Merchants Association (EMA) and conducted by The NPD Group.
The study also found that when consumers no longer want to keep a particular DVD
or video game title, they rarely throw it away or recycle it, preferring instead
to give it away or sell or trade it.
Eighty-nine percent of DVD owners and 88 percent of video game owners store their
DVDs and video games in their original cases. Five percent of DVD owners and
eight percent of video game owners store their discs in plastic sleeves but save
the original cases. Only six percent of DVD owners and five percent of video game
owners said they throw away or recycle the cases.
When they no longer want to own a title, 45 percent of DVD owners give the title
to someone else, as will 24 percent of game owners. Fifty-four percent of video
game owners will trade it in or sell it; the trade/sell rate is 27 percent for
DVD owners. Twenty percent of DVD owners and 17 percent of game owners store the
discs. Only two percent of DVD owners and four percent of video game owners
recycle or throw the product away.
"In packaged home entertainment, consumers view the packaging cases as part of
the product and not something to be tossed," noted Bo Andersen, President and CEO
of EMA. "The cases provide product protection, allow easy title identification,
and carry the artwork that is integral to the consumer?s association with the
"The issue of DVD cases being considered as packaging versus as a part of the
product has been questioned by some in the industry and without consumer research
we could not verify our beliefs that consumers consider the DVD case as part of
the product," commented Charles Van Horn, President of CDSA. "When almost 90
percent of DVD consumers state that they store their DVDs in the original case,
they have verified that they consider the case a valuable part of the DVD
Other findings in the study included:
- The average DVD household has 114 DVDs in its collection.
- The average video game collection has 48 titles.
In the average DVD and video game households there is unwrapped product:
- 26% of the surveyed DVD households own some unopened DVDs.
- 11% of the surveyed video game households own some unopened games.
The NPD Group surveyed a pre-identified sample of DVD and video game purchasers
who had purchased a DVD or video game in the past 6 months. The report is based
on 557 qualified DVD respondents and 562 video game respondents.
The Entertainment Merchants Association (EMA) is the not-for-profit international
trade association dedicated to advancing the interests of the $33 billion home
CDSA, the Content Delivery & Storage Association (formerly IRMA, the
International Recording Media Association), is the worldwide forum advocating the
delivery and storage of entertainment, software and information content.