Blu-Ray penetration is increasing, as more houses adopt the technology. And although the average cost of a Blu-Ray player dropped 34% in the past year, there are still 58% of adults who say they are unaware of Blu-Ray technology.  Those who are most likely to switch to Blu-Ray are those who have been given a recommendation from a friend or a co-worker. The NPD Group says that marketing needs to catch up to the consumers who believe that their DVD players are good enough, or who are simply not interested in the Blu-Ray technology.