Parks Associates Industry Report- Consumers & Emerging Multimedia Platforms

	PRIMARY RESEARCH Multiclients Global Research Digital Forecasts Digital Photo Frame CE Purchases: Quarterly Monitor Focus Groups
	INDUSTRY REPORTS
	Fast Facts
	SERVICES
	Analyst Blog
	METHODOLOGY
	FREE DATA White Papers Presentations Glossary
	PARKS POINTS
	CONTACT US
	Site Map

Consumers & Emerging Multimedia Platforms: A Multiclient Study
A multiclient FROM PARKS ASSOCIATES
By The Parks Associates’ Analyst Team	Publish Date: Sep 04
SYNOPSIS
In the last three years the consumption of digital content and services at a variety of platforms in the home has inextricably changed the landscape for both service providers and technology developers. This survey of 4,000 U.S. Internet households highlights those changes, identifies key consumer segments driving tomorrow’s purchases, and provides a broad examination of trends shaping the “digital home” outlook. “Commercial and self-created/personalized media content will be a driving force behind consumer acquisition of digital products and services, including home networking,” said Kurt Scherf, vice president and principal analyst. “Understanding exactly which consumer segments are driving content consumption will be key in positioning tomorrow’s hardware, software, and value-added services offerings to appropriate early-adopters.” Download PDF of Table of Contents
CONTENTS: Consumers & Emerging Multimedia Platforms Executive Summary
1.0 Executive Summary 1.1 The Focus on Multimedia Platforms 1.1.1 Questions Seeking to Be Answered in This Study 1.1.2 What are Multimedia Ecosystems? 1.1.3 Survey Methodology 1.2 Major Findings: Access to the Home 1.2.1 Broadband Internet Service Penetration Has Increased Among Lower-Income Households Broadband is Beginning to Cross the Age Gap Broadband Use at Home is More Prevalent Among Younger Consumers, Meaning Opportunity for Product Ecosystems Interest in Broadband among Dial-up Remains Strong 1.3 Major Findings: Services & Content 1.3.1 Television and Other Services The Cable/Satellite Duel is Key The Digital Video Recorder (DVR) is a Launch Platform for New Service Offerings PPV and VOD Programming Grow into Key Content Services Characteristics of “Advanced Video Services” Customers Common Characteristics Distinguishing Characteristics Differentiating Characteristics 1.3.2 Bundled Services Offerings Bundles are Becoming More Popular: Digital Cable Subscribers are Far More Likely to Subscribe to the Triple-Play The Appeal of the Bundle is Nearly Ubiquitous: What Will Make Consumers Switch to Such a Service? Demographics that Matter: Appeal of the Bundle 1.3.3 Media Owned and Consumed in Internet Households Characteristics of Active Digital Music Consumers What Defines an Active Digital Music Consumer? Key Demographics Additional Music Data Characteristics of Active Television Video Consumers What Defines an Active Television Video Consumer? Key Demographics Characteristics of Active Computer Video Consumers What Defines an Active Computer Video Consumer? Key Demographics Additional Video Data Characteristics of Active Photography Consumers What Defines an Active Photography Consumer? Key Demographics How “Clean” Are These Segments? Tracking the Level of Overlap 1.4 Consumer Trends: The Internet as a Multimedia Pipeline? 1.4.1 How Do Internet Households Use the Internet? 1.4.2 But Is There an Upward Trend for the Internet as an Entertainment Pipeline? Overall Spending for Internet Services Demographics that Matter: Paying Customers for Online Music Services Demographics that Matter: Paying Customers for Online Video Services Demographics that Matter: Paying Customers for Online Game Services Demographics that Matter: Paying Customers for Voice-over-IP Service Who’s Likely to Pay for Online Music? Music Downloads Music Subscriptions 1.5 Home Computer Ownership Trends 1.5.1 Where are Home Computers Used? Characteristics of Households Least Likely to Have a Home Computer in the Home Office The Implications of Laptop Use Locations 1.5.2 Co-Location with Entertainment? 1.6 Consumer Trends: The PC as Multimedia Hub 1.6.1 How are Consumers Using Home Computers for Multimedia Applications? Demographics that Matter: PC as a Multimedia Tool 1.6.2 How Does the Media Center PC Shift Usage Habits? 1.6.3 Ownership and Likelihood of Purchasing Media Center PCs Current Owners Likely Purchasers 1.7 Moving Content from the PC to CE: Interest in Connectivity Solutions 1.7.1 Current PC-to-CE Connections 1.7.2 Interest in Emerging Home Networking Solutions Characteristics of High Intender (6 or 7) Households at $200 1.7.3 Likelihood of Purchasing Solutions Media Adapter for Music Media Adapter for Video 1.8 Consumer Trends: Home Networking 1.8.1 Multiple-PC Penetration in Internet Households 1.8.2 How Multi-PC Households are Derived 1.8.3 Who Owns a Home Network and What Technology is Used? 1.8.4 The Role of the Service Provider in the Home Network Acquisition 1.9 The Media Server 1.9.1 Media Server Functionality Should be Integrated Into… Which Form Factor Has Gained Attention in Previous Studies? Form Factor Preferences: By “Active Media” Consumers What about the Set-top Box among Pay TV Subscribers? 1.9.2 Likelihood of Purchasing Media Server at Various Price Points1.9.3 Preferred Media Server Interfaces 1.9.3 Perceived Value of Media Server Applications Music Stored Video Content Accessing Information: Inside/Outside the Home 1.10 Remote Controllers 1.10.1 Consumers Have Too Many 1.10.2 Interest in a Single Remote is Strong 1.10.3 Interest in Advanced Remote Controllers 1.11 Home Controls 1.11.1 Appeal of Remote Control Applications 1.11.2 Appeal of Using Internet-Connected PC as Controller 1.11.3 Appeal of Home Monitoring Solutions 1.12 Structured Wiring 1.12.1 Interest in Pre-Installed Home Network at Various Prices What Drives Structured Wiring? Multiple PCs and Networking What Drives Structured Wiring? High-end Entertainment
SLIDE DECK: Consumers & Emerging Multimedia Platforms: Final Research Results
Slides 5-6: Survey Methodology Slides 7-31: Consumer Segmentation: Active Multimedia Users Slides 32-43: Section B: Consumer Electronics Ownership Slides 44-48: Section B: Televisions and Home Theater Systems Slides 49-53: Who’s a Buyer? Slides 54-62: Section B: Consumer Electronics Purchase Intentions: Portable Consumer Electronics Slides 63-70: Section B: Consumer Electronics Purchase Intentions: A/V Equipment/Components Slides 71-76: Section B: Consumer Electronics Purchase Intentions: Televisions Slides 77- 81: Section B: Consumer Electronics Purchase Intentions: Home Computers and Equipment Slides 82-88: Section B: Focus on Home Computer Ownership Slides 89-91: Section C: Movies in the Home Slides 92-97: Section C: Digital Cable vs. Satellite TV Slides 98-103 Section C: Pay-Per-View, VOD, and DVRs Slides 104-108: Section C: Broadband, Bundled Services, and VoIP Slides 109-112: Broadband Upgrades Slides 113-116: Section C: Current Bundle Subscriptions Slides 117- 121: Section C: Attractiveness of Bundles Slides 122-132: Section D: PCs as Multimedia Hubs Slides 133-142: Section D: Home Computer Use for Multimedia Slides 143-145: Key “Multimedia Ecosystems”: Music, Photography, Television, Movies, and Home Video Slides 146-157: Section D: Media Center PC Slides 158-177: Section E: The Home Data Network Slides 178-198: Section E: Internet Content Slides 199-216: Section G: Media Servers Slides 217-222: Section H: Home Control Slides 223-228: Section I: Hot Spot and Broadband Wireless Slides 229-235: Section J: Remote Controls
FIGURES: Consumers & Emerging Multimedia Platforms Executive Summary
The Multimedia Value Chain Multimedia Ecosystems Access Technologies in Broadband Households Growth of Cable/DSL Broadband Service Broadband Penetration: By Household Income Broadband Penetration: By Age of Respondent Comparing Broadband Use by Age Categories: Activities Done at Least Monthly via the Internet Household Members Using Broadband Internet Proclivity for Digital Music Applications: By Age of Broadband Users Percentage of Dial-up Subscribers Likely to Upgrade to Broadband Likely Broadband Upgraders: By Household Income Likely Broadband Upgraders: By Age of Respondent Paid Services Used by Internet Households Growth of Premium Television Services: 1998-2003 Premium Television Subscriptions: By Internet Access Subscription DVR Subscriptions: By Digital Cable/Satellite Television Subscriptions DVR Subscriptions: By Digital Cable/Satellite Television Subscriptions Pay at Least Monthly for PPV and VOD Programming Movies Ordered via Pay-per-View, Monthly Services Used by Internet Households: Broadband, Bundles, and VoIP Presence of Triple-Play Bundle: By Premium Television Subscription Subscribe to a Bundled Service Package: By Household Income Attractiveness and Chances of Switching to One Company for Voice, Video, and Data Services Appeal and Likelihood of Switching Providers: The Lure of Bundled Services Packages Home Computer Capabilities and Hardware Percentage of Respondents Exhibiting Individual Traits of Active Music Consumers Targeting the Active Digital Music Consumer Demographic Characteristics: Active Digital Music Consumers Number of Music CDs in the Household Number of Music Files Personally Downloaded onto a PC Monthly Expenditures for Streaming/Downloading Online Music How is Fee-Based Online Music Typically Used? Percentage of Respondents Exhibiting Individual Traits of Active TV Video Consumers Targeting the Active Television Video Consumer Demographic Characteristics: Active Television Video Consumers Percentage of Respondents Exhibiting Individual Traits of Active Computer Video Consumers Targeting the Active Computer Video Consumer Demographic Characteristics: Active Computer Video Consumers Number of Movies Owned by Internet Households Monthly Expenditures for Streaming/Downloading Online Video Percentage of Respondents Exhibiting Individual Traits of Active Photography Customers Targeting the Active Photography Consumer Demographic Characteristics: Active Photography Consumers How Much Overlap Exists Between Content Segments? How Consumers Use the Internet Percentage of Broadband Households Using the Internet for Entertainment Broadband Use for Entertainment: Targeting the 18-24 Age Bracket Average Money Spent, per Month for Online Content Monthly Spending on Online Services Who Pays for Online Music? Who Pays for Online Video? Who Pays for Online Games? Who Pays for VoIP Services? Likelihood of Buying Online Digital Music Who is Likely to Pay for Music Downloads? Who is Likely to Pay for Music Subscriptions? Desktop Computer Locations and Laptop Use Is a Desktop PC Co-Located with a Primary Television and/or Stereo? Are Desktop Home PCs Co-located with the Primary Entertainment Ecosystem? Computer Usage Habits, Monthly Weekly Activities on the PC: By Age Weekly Activities on the PC: By Gender Monthly Activities on the PC: By Media Center PC Ownership Weekly Activities on the PC: By Media Center PC Ownership Ownership of a Media Center PC: By “Content Segment” Awareness and Ownership of Media Center PCs When Did You Purchase Your Media Center PC? Decision Criteria for Buying Media Center PC Importance of Media Center PC Capabilities Who’s Likely to Purchase a Media Center PC: By “Content Segment” Likelihood of Purchasing a Media Center PC Most Important Reason for Media Center PC Interest Preferred Option for Buying a Media Center PC Who’s Likely to Purchase a Media Center PC: By Use of the Home Computer Are Computers Connected to TVs/Stereos? Uses of PC Connection to TV/Stereo Appeal of Media Adapters/Wireless Speakers Appeal of and Likelihood of Purchasing: Digital Music Adapters Appeal of and Likelihood of Purchasing: Digital Video Adapters Penetration of Multiple PCs in Internet Households Configuration of Multiple-PC Households, 2001 Configuration of Multiple-PC Households, 2004 Percentage of Internet Households with a Data Network Percentage of Internet Households that Have a Data Network: 2001-2004 Network Media Used for Data Connectivity Who Has Been Offered and Who Has Accepted Home Networking Solutions from their Broadband ISP? Recent Broadband ISP Success in Deploying Data Networks? Current and Planned Connections on the Home Network Do Non-Networked Households Intend to Acquire Home Networking Components? Broadband Households Likely to Acquire Home Networking Components Media Server Functionality Should be Integrated Into: Most Reliable Platform: Receiving & Controlling a Variety of Services (2001) Most Reliable Platform: Receiving & Controlling a Variety of Services (2003) Comments from Consumers about a “Living Room PC” Media Server Functionality Should be Integrated Into: (By “Content Segment”) Media Server Functionality Should be Integrated Into: (By “Pay TV Subscriptions) Media Server Functionality Should be Integrated Into: (By DVR Status) Likelihood of Purchasing a Media Server: Various Price Points Desired Interface for Media Server Desired Programming and Configuration Interfaces Perceived Value of Remote Search/Play Capabilities Perceived Value: Transfer Music Playlists to Other Devices in the Home Perceived Value: Search, Watch, Pause, and Replay Media from Other Devices in the Home Perceived Value: Transfer of Recorded Video to Portable Players Perceived Value: Interactive Program Guide for All Stored Content Perceived Value: Applications from a TV or PC Inside the Home Perceived Value: Applications from Devices Outside the Home Number of Remote Controls Used How do Consumers Feel about the Number of Remote Controls Owned? How Valuable is a Single Remote to Control Any TV or Stereo from Any Room in the Home? Appeal of Universal Remote Form Factors Appeal of Universal Remote Form Factors: By “Content Segment” Big Screen TV and Home Theater Intenders More Interested in a $250 Universal Remote than Non-intenders Appeal of Remote Control Applications Appeal of Using Internet-Connected PC as Controller Appeal of Home Monitoring Solutions: Broadband Households Likelihood of Adding a Full Network: At Additional Costs Per Month Likelihood of Adding a Full Network: $50 (PCs and Networks) Likelihood of Adding a Full Network: $30 (PCs and Networks) Likelihood of Adding a Full Network: $15 (PCs and Networks) Likelihood of Adding a Full Network: $50 (High-End Entertainment) Likelihood of Adding a Full Network: $30 (High-End Entertainment) Likelihood of Adding a Full Network: $15 (High-End Entertainment)
FIGURES: Consumers & Emerging Multimedia Platforms Appendices
Section 1.0 Appendix Section B Percentage of Households with at Least One CE Product: Major CE Products Growth of Penetration of CE Products in Internet HHs: 2001 to 2004 Growth of Penetration of CE Products in Internet HHs: 2001 to 2004 Average Number of Products Per Household: Major CE Products Average Number of Products Per Household: 2001 to 2004 Average Number of Products Per Household: 2001 to 2004 Percentage of Households with at Least One CE Product: Televisions and A/V Systems Average Number of Products Per Household: Televisions and A/V Systems Millions of Consumer Electronics Products in U.S. Internet Households Percentage of U.S. Internet Households Using Specific Home Computer Brands Likelihood of Purchasing a Mobile Phone Likelihood of Purchasing a Portable Digital Music (MP3) Player Likelihood of Purchasing a Game Console Likelihood of Purchasing a Stand-alone Digital Camera Likelihood of Purchasing a Digital Camcorder Likelihood of Purchasing a PDA Likelihood of Purchasing a Portable Game Player Likelihood of Purchasing a DVR Likelihood of Purchasing a DVD Player Likelihood of Purchasing a Stereo Likelihood of Purchasing a TV Likelihood of Purchasing a Big Screen TV Likelihood of Purchasing a Flat Panel TV Likelihood of Purchasing a Flat Panel TV Likelihood of Purchasing a Home Theater System Likelihood of Purchasing a Wireless Computer Monitor Likelihood of Purchasing a Desktop PC Likelihood of Purchasing a Laptop PC Likelihood of Purchasing a Multi-room Audio System Likelihood of Purchasing Home Theater Cables Summary of Purchase Intentions: Mobile Consumer Electronics Summary of Purchase Intentions: A/V Equipment/Components Summary of Purchase Intentions: Televisions Summary of Purchase Intentions: Home Computers and Equipment Did Households Add Equipment to Primary Entertainment Center? Degree of Difficulty: Connecting the Devices Degree of Difficulty: Using the Interface to the New Piece of Equipment Degree of Difficulty: Programming the Remote Controls How Much Did Households Spend on Entertainment Equipment in the Past Year? Section 2.0 Appendix Section C Movies Owned by Internet Households Paid Services Used by Internet Households Movies Ordered Via Pay-Per-View, Monthly Services Used by Internet Households Access Technologies in Broadband Households Household Members Using Broadband Internet Percentage of Dial-Up Subscribers Likely To Upgrade to Broadband in the Next 12 Months Most Important Driver to Subscribing to Broadband Most Important Inhibitor to Subscribing to Broadband Attractiveness and Chances of Switching to One Company Providing TV, Internet and Telephone on One Bill Preference for Phone Service Options Section 3.0 Appendix Section D Location of Desktops and for Laptop Use Is a Desktop In the Same Room as a Primary Television and/or Stereo? Are Computers Connected to TV’s/Stereos? Uses of PC Connection to TV/Stereo Preference of Buying Components to Connect Computer top TV or Stereo Wirelessly Appeal of and Likelihood of Purchasing: Digital Music Adapters for PC-to-Stereo Connectivity Appeal of Media Adapters / Wireless Speakers Appeal and Likelihood of Purchasing: Digital Video Adapter for PC-to-TV Connectivity Operating Systems Used on Home Computers Home Computer Capabilities and Hardware Do PC’s Have an Integrated DVR Solution? Awareness and Ownership of Media Center PC’s Decision Criteria for Buying Media Center PC When Did You Purchase Your Media Center PC? Importance of Media Center PC Capabilities Most Recent Computer Purchase Reason for Most Recent Computer Purchase Time Frame for Most Recent Computer Purchase Most Important Reason for Media Center PC Interest Preferred Options for Buying a Media Center PC Number of Music CD’s in the Household Number of Songs Downloaded into a PC Number of Music Files Personally Downloaded into a PC Computer Usage Habits When not Using the PC, Do You Turn it Off? Section 4.0 Appendix Section E Percentage of Internet Households with a Data Network Configuration of Home Network Network Media Used for Data Connectivity Has the Wi-Fi Network Changed Your Computer Use? Have Broadband Subscribers Been Offered Home Networking Solutions? Did Broadband Subs Accept the Home Networking Offer? What is Connected to the Home Network? Current and Planned Connections on the Home Network Brand of Data Networking Equipment Used Has the Home Network Improved Quality of Life? Do Non-Networked Households Intend to Purchase Home Networking Equipment in the Next 12 Months? Most Important Reason for Wanting to Purchase Home Networking Equipment Which Home Networking Technology Are You Likely to Purchase? Most Important Reason for NOT Acquiring Home Networking Equipment Section 5.0 Appendix Section F How Consumers Use the Internet Monthly Spending on Online Services How is Fee Based Online Music Typically Used? Likelihood of Buying Online Digital Music Section 6.0 Appendix Section G Media Server Functionality Should be Integrated Into Likelihood of Purchasing a Media Server at Various Price Points Consumer Preferences: Purchase or Rent the Media Server? Desired Interface for Media Server Desired Programming and Configuration Interfaces Perceived Value of Remote Search/Play Capabilities: By Type of Music Played Perceived Value of the Ability to Transfer Music Playlists from the PC to Other Devices in the Home Perceived Value of the Ability to Search, Watch, Pause and Replay Media from Other Devices in the Home Perceived Value of the Ability to Transfer Recorded Video to a Variety of Portable Multimedia Platforms Perceived Value: Applications from a TV or PC Inside the Home Perceived Value: Applications from Devices Outside the Home Perceived Value: An Interactive Program Guide to Access Video Content from all Devices in the Home Section 7.0 Appendix Section H Appeal of Remote Control Applications Appeal of Using Internet-Connected PC as Controller Appeal of Home Monitoring Solutions Section 8.0 Appendix Section I Familiarity with Hot Spot Services Where Have Hot Spot Users Paid for Services Where Would Wireless Internet be MOST Desirable Most Beneficial Wireless Internet Applications Platform Preference for Broadband Wireless Services Mean Score of Platform Preference for Nomadic Broadband Wireless Services Likelihood of Subscribing to a Broadband Wireless Service As an External Broadband Service at Various Price Points Likelihood of Subscribing to a Broadband Wireless Service As Both External and Internal Broadband Replacement at Various Price Points Most-Trusted Service Provider for Broadband Wireless Internet Consumer Familiarity with the Term “Wi-MAX” Section 9.0 Appendix Section J Number of Remote Controls Use How Do Consumers Feel about the Number of Remote Controls Owned? Number of Universal Remote Controls Used Consumer Desire for Single Remote to Control Any TV and Stereo in a Single Room How Valuable is a Single Remote to Control Any TV or Stereo from Any Room in the Home? Appeal of Universal Remote Form Factors – Option 1 Appeal of Universal Remote Form Factors – Option 2 Appeal of Universal Remote Form Factors – Option 3 Summary: Appeal of Universal Remote Form Factors Likely Purchasers of a Universal Remote at Various Prices Section 10.0 Appendix Section K Gender Respondents by Region Race or Ethnic Background Age Income Marital Status Education Currently Attending College? Type of Residence Do You Currently Own or Rent Your Home? Price Range of Home Likelihood of Purchasing a Home Likelihood of Purchasing a Second Home Likelihood of Purchasing a Newly-built Home Likelihood of Adding a Full Network at Additional Costs per Month Adults Living at Home Children Living at Home Work-at-Home Trends: Who Telecommutes? Work-at-Home Trends: Who Takes Unfinished Work Home? Work-at-Home Trends: Who Completes Work for an Additional Employer at Home After Hours? Work at Home Trends: Who is Self-employed, Working at Least 30 Hours per Week at Home? Work at Home Trends: Who is Self-employed, Working Less than 30 Hours per Week at Home?
ATTRIBUTES
Authored by: The Parks Associates' Analyst Team Executive Editor: Tricia Parks Published by Parks Associates © September 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.
INTERESTED IN THIS REPORT?
Contact sales@parksassociates.com
Subscribe to PARKS POINTS \| View FAST FACTS © 1998-2008 Parks Associates. All rights reserved \| CONTACT PARKS 1-800-PARKS11 or 972-490-1113 Design: FigDesign \| Browse Parks Associates Industry Reports

	HOME		ABOUT US		INDUSTRY REPORTS & SERVICES		PRESS ROOM		EVENTS
..

		Search parksassociates.com: