High prices and limited video content will inhibit demand for HDD (hard disk drive) portable multimedia players (PMPs), which will reach only 17% of US online households by 2010, according to Parks Associates. Competition from existing devices such as portable DVD players and mobile phones with multimedia functions will also limit adoption of HDD-based PMPs, as reported in this new study, which estimates the cumulative US shipments of these devices will reach 13 million units by 2010.