Metrics

The Diffusion Group conducted consumer research in June that showed that just less than 15% of broadband households would be likely to buy an Apple Movie Player to show movies downloaded from iTunes if the player cost between $300 and $400. Based on a proprietary algorithm, TDG projected an actual penetration rate, or power rating, of 6.1%

Consumer interest in downloading movies peaked at 22.6% of broadband heads of households, when movies are priced at $10, according to consumer research by The Diffusion Group. Less than 10% were interested when the movie price hit $25. Based on that research, TDG projected a power rating, or penetration rate, of 10.1% at $10 a movie and just under 5% at $25 per movie.

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