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TV less Important to Younger Households
Parks Associates’ latest research reveals that the significance of
watching TV diminishes dramatically among younger heads-of-households
June 17, 2003 – While television programming has
fared relatively well in the battle for consumers, the erosion of its
influence is evident among younger generations, where Internet access and
personal computers are more prevalent.
According to the latest primary consumer research study
from Parks Associates,
Electronic Living @ Home, younger heads-of-household find television
to be less important in their daily lives when compared to other age
segments.
“Perhaps most surprising is how obviously generational
the importance of viewing television is: the older the head-of-household,
the greater its importance in one’s daily life. The correlation is clear and
linear,” said
Michael Greeson, Parks
Associates. “This is not to suggest that young adults are watching less TV,
only that the activity of watching TV is itself less important in their
daily lives.”
Electronic Living @ Home is Parks Associates’ most recent primary
consumer research project and features data from two separate consumer
surveys: the first, a telephone survey of 1,000 U.S. households
fielded in March 2003; the second, an Internet survey of 1,300 U.S. Internet
households fielded in April 2003. Topics addressed within these surveys
cover the entire connected home space: from personal computing devices and
consumer electronics ownership to Internet connectivity and interest in
next-generation broadband-enabled services.
For additional information about Parks Associates’
Electronic Living @ Home, please contact
sales@parksassociates.com or
call 972-490-1113.
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 |
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