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ARCHIVE 2006
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Broadband Networked Households Offer New Challenges to Service Providers
Parks Associates offers a unique glimpse into the inclinations and dispositions of
this growing market segment.
Of the 30 million U.S. households predicted to have
broadband service by 2004, 17 million will have a home network, a huge potential market
that presents new opportunities, and unique challenges, to service providers.
Initial data from Parks Associates' latest report, The Broadband Networked Home:
Profiles of an Emerging Market, indicates that this consumer segment already places
strong emphasis on product reliability and interoperability. Specifically, most consumers
in a household with a broadband network are inclined to endorse reliability over price; so
a service provider and its products must inspire confidence to be successful, even if it
means a slightly higher price tag. Also, people in this segment would rather install the
product themselves than pay a professional, which should help keep costs down in what will
be a highly competitive market.
"Being unaware of what consumers consider important will significantly undermine a
service provider's ability to sell not only broadband and home networking technology, but
the next generation of value-added services," says Michael Greeson, Parks Associates. "Too often, residential service providers proceed with a very
limited awareness of what the consumer actually wants. This should not be happening,
especially since residential broadband consumers have a very clear idea of what services
they would like to see from providers and how much they are willing to pay for those
services."
The Broadband Networked Home: Profiles of an Emerging Market is Parks
Associates' latest analysis of the residential technology space and offers a unique
glimpse into the inclinations and dispositions of early-adopter households with both
broadband and home networks. The report offers profiles and analysis of three key areas:
(1) the early broadband network adopter, (2) the dynamics of network purchasing decisions,
and (3) the level of consumer interest in network-enabled value-added services.
"A Profile of the Early Home Network Adopter" (Part I of III) identifies the
demographic and psychographic characteristics of the early network adopter and examines
these consumers in terms of their proclivity to purchase other electronic products; the
length and quality of the household's Internet experience; their tendency to influence
others' purchasing decisions; household net income; educational level; and other
characteristics.
"The Decision To Network: A Purchasing Profile" (Part II of III) analyses the
details of the broadband home network purchase, including the type of home network
deployed; who installed the network; consumers' primary reasons for choosing a home
network; and other factors considered in the course of the purchasing decision.
"Consumer Interest in Certain Value-Added Services" (Part III of III)
examines the level of consumer interest in a number of broadband network-enabled services,
including a basic firewall; the ability to filter content; premium technical support;
static IP addressing; subscriptions to online music or gaming sites; video conferencing;
remote home monitoring and control; streaming audio and video; and many other residential
services.
The Broadband Network Home: Profiles of an Emerging Market contains the results
and analysis of a national survey of nearly 800 broadband networked households. The survey
results and analysis are now available.
For additional information about Parks Associates' The Broadband Networked Home:
Profiles of an Emerging Market, please contact Parks Associates at 972-490-1113 or at
sales@parksassociates.com.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates hosts executive thought
leadership conferences CONNECTIONS™, in
partnership with the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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http://www.connectionsindustryinsights.com
From May 9-11, 2001, in Seattle, Washington, Parks Associates, together with the
Continental Automated Buildings Association (CABA), is hosting CONNECTIONS™ 2001, The
International Home Networks and Residential Gateways Showcase.
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