Commercial attentiveness among DVR-users (ages 18 to 49) varies depending on gender. Among females who used a DVR or TiVo in the past week, 43% said that they skip all commercials compare to 35% of male DVR-users. Furthermore, 61% of females used a DVR to stop to view selected commercials, which is 7% less than men.
Originally published on December 5, 2007
Source: Myers Emotional Connections&trade Research 2007 study on Media Technology Adoption in Multichannel Homes.