Publish Date: Dec 03/Jan 04

The project investigates the characteristics and motivations of households with both a broadband connection and a home network. It also provides timely, first-hand data and analysis on the consumer segment which constitutes the next wave of new service and device adopters.

“While home networks have found their way into more than one-third of U.S. broadband households, less than 10% of broadband households are currently interested in purchasing a home network in the next 12 months, consequently, vendors must shift from ‘pull’ strategies - dominant in markets fed by widespread consumer familiarity and need - to ‘push’ strategies - efforts premised upon enhancing category awareness and familiarity and less upon product differentiation.” -Parks Associates

Download PDF of Table of Contents

1.0 The Emergence of the Broadband Networked Household

2.0 Understanding the Home Networking Market
   2.1 Network Owners
   2.2 Network Intenders
   2.3 Network Non-Intenders

3.0 Managed Home Network Services

4.0 Consumer Interest in New PC Networking Solutions
   4.1 Digital Media Adapters
   4.2 Soft Access Points
 

Detailed Findings

1.0 Project Rationale & Method
   1.1 The Emergence of the Broadband Networked Household
   1.2 Project Methodology
      1.2.1 Sample Selection & Survey Design
      1.2.2 The Relative Strength Formula^SM
      1.2.3 Screening Participants
   1.3 Obligatory Disclaimer

2.0 Demographic Profile of Survey Respondents
   2.1 Head-of-Household Status
   2.2 Gender
   2.3 Ethnicity
   2.4 Age
   2.5 Annual Household Income
   2.6 Marital Status
   2.7 Educational Status
   2.8 Primary Residence
   2.9 Number of Adults per Broadband Home
   2.10 Number of Children per Broadband Home

3.0 Profile of U.S. Broadband Households as of Q3 2003
   3.1 Importance of Various Factors in Decision to Upgrade to Broadband Service
   3.2 Primary Broadband Service Technology
   3.3 Length of Time Household has Subscribed to Broadband
   3.4 Current Downstream Speeds
   3.5 Modem Installation
      3.5.1 Means of Modem Installation
      3.5.2 Importance of Professional Installation
   3.6 Household History of Switching from DSL to Cable or Vice Versa
   3.7 Willingness to Switch Broadband Providers for Various Levels of Cost Savings
   3.8 Interest in Premium Bandwidth Options
   3.9 Likelihood of Switching to Broadband Wireless Service
   3.10 Subscription to Separate Dial-Up Internet Services
   3.11 Internet Usage Profile of Broadband Households
      3.11.1 Online Gaming
      3.11.2 Surfing the Internet
      3.11.3 Downloading Online Music
      3.11.4 Downloading Online Video
      3.11.5 Telecommuting

4.0 Consumer Electronics in the Broadband Household
   4.1 Current CE Ownership & Expenditures
      4.1.1 Digital Still Cameras
      4.1.2 Stand-Alone DVD Players
      4.1.3 Stand-Alone DVD Recorders
      4.1.4 Game Consoles
      4.1.5 Stand-Alone Personal Video Recorders
      4.1.6 Digital Video Cameras
      4.1.7 Portable Digital Music Players
      4.1.8 CE Ownership & Home Network Status
      4.1.9 Annual Household CE Expenses
   4.2 Proclivity to Purchase New CE
      4.2.1 Digital Still Cameras
      4.2.2 Stand-Alone DVD Player
      4.2.3 Stand-Alone DVD Recorder
      4.2.4 Game Console
      4.2.5 Personal Video Recorder
      4.2.6 Digital Video Camera
      4.2.7 Portable Digital Music or MP3 Player
      4.2.8 Proclivity to Adopt CE among Network Intenders
   4.3 TVs in the Broadband Home
      4.3.1 Ownership of Various Types of TVs
      4.3.2 Proclivity to Purchase Various Types of TVs
   4.4 Ownership of Stand-Alone Stereos

5.0 Home Media Servers (HMS)
   5.1 Interest in a Home Media Server
   5.2 Primary Reasons for Interest
   5.3 Primary Reasons for Lack of Interest
   5.4 Price Points for HMS Purchase
      5.4.1 Less than $200
      5.4.2 $200 to $300
      5.4.3 $300 to $400
      5.4.4 More than $400
      5.4.5 Comparison of HMS Price Points
   5.5 Most Trusted Brand for Home Media Server
   5.6 Channel Preference for HMS
   5.7 Best Qualified to Install HMS
   5.8 Best Location in the Home for HMS

6.0 Mobile Phones in the Broadband Home
   6.1 Current Levels of Ownership
   6.2 Interest in Subscribing to Mobile Phone Service
   6.3 Primary Reasons for Subscribing to Mobile Phone Service
   6.4 Importance of Specific Features in Selection of Mobile Phone
   6.5 Reasons for Subscribing to Current Mobile Phone Service Provider
   6.6 Synchronization of Mobile Phones and PCs
      6.6.1 Frequency
      6.6.2 Reasons for Synching
      6.6.3 Extent to which Specific Applications Make Synching Desirable
   6.7 Interest in Various Phone Enhancements
      6.7.1 Longer Lasting Battery
      6.7.2 Wireless Headset

7.0 Personal Digital Assistants
   7.1 Current Level of Ownership
   7.2 Primary Application that Inspired Purchase
   7.3 Primary Feature that Inspired Specific Brand and Style of PDA
   7.4 Likelihood of PDA Purchase
   7.5 Importance of Various PDA Features

8.0 PC Ownership among Broadband Households
   8.1 Desktop PC Ownership
   8.2 Laptop PCs
      8.2.1 Current Levels of Ownership
      8.2.2 Presence of WLAN Capabilities
      8.2.3 Specific WLAN-Enabling Hardware
   8.3 PC Most Often Used to Connect to the Internet
   8.4 Likelihood of Purchasing PC
      8.4.1 New Desktop
      8.4.2 New Laptop
   8.5 PC’s Power Status at End of each Session

9.0 TV & Video Usage in the Home
   9.1 Use of Subscription TV Services
   9.2 DBS Subscribers & STB/Phoneline Connectivity
   9.3 Set-Top Box Ownership
   9.4 Digital Music Channels via TV Service Provider
      9.4.1 Availability of Digital Music Channels
      9.4.2 Use of Digital Music Channels
      9.4.3 DVD Ownership among Broadband Households

10.0 Gaming & Music Services in the Broadband Home
   10.1 Gaming Services
      10.1.1 Use of Electronic Gaming Platforms
      10.1.2 Amount of Time Spent Playing Games
      10.1.3 Monthly Expenses on Gaming Software
      10.1.4 Sources of Gaming Software
      10.1.5 Use of Online Massively Multiplayer Games
   10.2 Music
      10.2.1 Location in which Consumers Spend the Most Time Listening to Music
      10.2.2 CD Use in Broadband Households
      10.2.3 Digital Music Files

11.0 Familiarity with & Ownership of Home Networks

12.0 Network Owners.
   12.1 Purchase Influencers
   12.2 Technologies Used in Home Networks
   12.3 Frequency of Wireless Usage
   12.4 Security Concerns among WLAN Users
   12.5 Period of Network Ownership
   12.6 Agent for Network Installation
   12.7 Cost of Professional Installation
   12.8 Source of Network Components
   12.9 Brands of Home Networks Currently Deployed
   12.10 Dynamics of Retail Purchase
   12.11 Total Cost of Network Solution
   12.12 Satisfaction with Current Network Solution
   12.13 Additional Actions Brought about because of Network Installation
   12.14 Service Issues during Installation
   12.15 Service Issues Post-Installation
   12.16 Ideal Source of Network Maintenance Assistance
   12.17 Types of Devices Connected to Home Network
   12.18 Type of Content Shared on Home Network
   12.19 Intentions to Upgrade Network
   12.20 Impact of Availability of Suite of Branded Products on Device Purchase
   12.21 Importance of Various Network Features and Applications
   12.22 Products Preferred for Sharing Video and Photos
   12.23 Managed Home Network Services
      12.23.1 Extent of Service Offerings
      12.23.2 Take Rate of Offerings
      12.23.3 Reasons for Declining Service Offer

13.0 Network Intenders
   13.1 Proclivity to Purchase a Home Network
   13.2 Importance of Specific Influencers on Decision to Purchase a Home Network
   13.3 Familiarity with Wireless Networks
   13.4 Sources from which Intenders will Purchase Home Networks
   13.5 Brand Preferences for Home Networking Solutions
   13.6 Factors Most Important in Selecting a Specific Networking Solution
   13.7 Professional Home Network Installation
      13.7.1 Likelihood of Hiring Professional Installer
      13.7.2 Likelihood of Hiring Professional Installer at Various Price Points
   13.8 Interest in a Managed Home Network Service
      13.8.1 General Interest among Intenders
      13.8.2 Interest at Various Price Points
   13.9 Perceived Value of Various Applications
   13.10 Device Preferences for Sharing Video and Photos
   13.11 Importance of Various Network Features
   13.12 Preferred Device Clusters for Control via Home Network
   13.13 Consumer Preferences among Various Product Names

14.0 Network Non-Intenders
   14.1 Reasons for Lack of Interest in Purchasing a Home Network
   14.2 Interest in Managed Home Networking Service
   14.3 Interest in In-Home Wireless Internet Access

15.0 Consumer Interest in New PC Networking Features
   15.1 Digital Music Adapters
   15.2 Digital Video Adapters
   15.3 Soft Access Points

© January 2004 Parks Associates
Dallas, Texas 75230

All rights reserved. No part of this book may be reproduced, 
in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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