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CONSUMERS AND TECHNOLOGY: A QUALITATIVE ASSISTANT

AN INDUSTRY REPORT FROM PARKS ASSOCIATES

 

Publish Date: JAN 02
Purchase Report Online
SYNOPSIS

Parks Associates had already planned a series of focus groups prior to September 11, 2001, to gauge consumer reaction and opinion to many of the new products and services available for the home and small business. The analysis from these groups is more important now because of those events. We hosted two of the groups - the respondents aged 60 and older and those aged 18-24 - on September 13, 2001, only two days after the tragic events on the East Coast. The results of these two groups are the main body of this analysis.

These groups were centered on the topics of:

  • Recent and desired purchases of electronics for the home;

  • Ownership and use of home computers;

  • Interest in Internet access on new devices;

  • Communications services for the home;

  • Entertainment; and

  • How electronic products and systems are perceived as enhancements to home lifestyles.

Read the Press Release from Forum 2001.

CONTENTS

1.0 Focus Group Background, Purpose, and Methodology

2.0 Key Findings from Focus Groups among Consumers

3.0 Detailed Findings: Focus Group I - Consumers Aged 60+
   3.1 The Warm-Up Exercise
   3.2 Purchase Intentions in Uncertain Times
   3.3 Ownership and Use of Home Computers
      3.3.1 Word Association with "Home Computer"
      3.3.2 Non-Computer Owners and Interest in Alternative Means of Internet Access
      3.3.3 Use of Computers at Home
   3.4 More Feedback on Information Appliances
   3.5 Communications Services and Bundled Services
   3.6 Entertainment at Home
   3.7 Future Living Arrangements

4.0 Detailed Findings: Focus Group II - Consumers Aged 18-24
   4.1 Warm-up Exercise
   4.2 Use of Home Computers
      4.2.1 Word Association
      4.2.2 Music Downloads
   4.3 "Mars vs. Venus" Part I: Digital Cameras
   4.4 Mobile Phone Ownership and Use
   4.5 "Mars vs. Venus" Part II: Instant Messaging
   4.6 Using a Mobile Phone for Instant Messaging
   4.7 How NOT to Pick up a Woman
   4.8 Debate: The Impersonal Nature of Technology

Appendix A: Moderator's Guides
Appendix B: Verbatim Responses
Appendix C: Summary of Pre-Group Questionnaire

 

FIGURES
Figure 1 Likelihood of Purchasing a DVD Player in the Next 12 Months
Figure 2 Percent of Households with a Desktop Home Computer
Figure 3 Willingness to Pay for a Portable Internet Device
Figure 4 Interest in Internet Access on a Television
Figure 5 Comfort Level with Receiving Bundle of Services from One Company
Figure 6 Likelihood of Moving into a New Home: 12-month Time Frame
Figure 7 Interest Level in Remote Access to Security & Lighting
Figure 8 Interest Level in Energy Monitoring Service
Figure 9 Mean Number of Key Electronics Products at Home: Comparing 18-24-year-olds to the Rest of the Nation
Figure 10 Frequent Use of the Internet for Entertainment Applications
Figure 11 Likelihood of Purchasing a Portable MP3 Player
Figure 12 Likelihood of Purchasing a Digital Camera: Males and Females, Age 18-24
Figure 13 Interest in Internet Access on a Mobile Phone

 

ATTRIBUTES

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 or Purchase Report Online

 

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