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HOUSEHOLD SURVEY
1.0 Executive Summary
1.1 Background and Format of the Study
1.2 Sizing "High-End Entertainment"
Households
1.3 Key Findings
1.3.1 Attitudes and Opinions about
Technology
1.3.1.1 Attitudes
1.3.1.2 Wish
Lists for Entertainment Platforms and Services
1.3.2 Product Ownership
1.3.3 Video Player Ownership
1.3.4 PCs in the Home
1.3.5 Internet Access and Usage
1.3.6 Interest in Future
Technologies
1.3.6.1 Home
Networking for Entertainment Applications
1.3.6.2 PC-Based
Home Control
1.3.6.3 Personal
Video Recorders
1.3.6.4
Interactive Television Features
1.3.6.5 Advanced
Gaming Devices
1.3.6.6 Internet
Appliances
1.4 Marketing to the High-End Entertainment Household
2.0 The Sample
2.1 Data Collection
2.1.1 Striking Respondents from the
Sample
2.2 Characteristics of the Sample
2.2.1 Characteristics of the
Sample: Age
2.2.2 Characteristics of the
Sample: Number of Children at Home
2.2.3 Characteristics of the
Sample: Household Income
2.2.4 Characteristics of the
Sample: Occupations
2.2.5 Characteristics of the
Sample: Education
2.2.6 Characteristics of the
Sample: Marital Status
2.2.7 Characteristics of the
Sample: Work-At-Home Status
2.2.8 Characteristics of the
Sample: Type of Residence
2.2.9 Characteristics of the
Sample: Ownership of Home
2.2.10 Characteristics of the
Sample: Second Home Ownership
2.3 Product Penetration in Multiple-PC Households
2.3.1 Subscription to Premium
Channels
2.3.2 Ownership of Mobile Phones
2.3.3 Ownership of Pagers
2.3.4 Ownership of Big-Screen TVs
(42" or Larger)
2.3.5 Ownership of Smaller
Televisions (Less than 42")
2.3.6 Ownership of Personal Digital
Assistants (PDAs)
2.3.7 Ownership of Fax Machines
3.0 High-End Entertainment Wish Lists
and Attitudes Toward Technology
3.1 "If Trapped on a Desert
Island…"
3.1.1 What Kind of Content Would
Consumers Choose?
3.1.1.1 The
Overall Sample
3.1.1.2 By Gender
3.1.2 What Local Content Would
Consumers Choose?
3.1.2.1 The
Overall Sample
3.1.2.2 By
Children Living at Home
3.1.3 What One Product/Service
Would Consumers Choose?
3.1.3.1 The
Overall Sample
3.1.3.2 By Age of
Respondent
3.1.3.3 By
Household Income
3.2 "If Price Were No Object…"
3.2.1 What Product Would Consumers
Acquire?
3.2.1.1 The
Overall Sample
3.2.1.2 By Gender
3.2.2 What Service Would Consumers
Acquire?
3.2.2.1 The
Overall Sample
3.2.2.2 By Income
3.3 Where Do Consumers In High-End Entertainment
Households
Learn
About New Products and Services?
3.4 Attitudes Toward Technology
3.4.1 How Much do Respondents Rely
on Friends and Family?
3.4.2 Do Consumers Fear that
Technology is in Control?
3.4.3 Do Consumers Like Owning
"The Latest and Greatest"?
3.4.4 Do Electronic Products
Increase Quality of Life?
3.4.5 Do Electronic Products Save
Time and Effort?
3.4.6 Do Consumers Sacrifice
Features and Reliability for Price?
4.0 Ownership and Usage of Video and
Audio Products
4.1 Video Products
4.1.1 Ownership of Video Players
4.1.1.1 Standard
VCRs
4.1.1.2 Hi-Fi
VCRs
4.1.1.3 Personal
Video Recorders (PVRs)
4.1.1.4 Laserdisc
Players
4.1.1.5 DVD
Players
4.1.1.6 Hours
that Video Players are Used
4.1.2 Examining DVD Ownership
4.1.2.1 Why
Haven't Households Acquired a DVD Player?
4.1.2.2 When
Households First Acquired the DVD Player
4.1.2.3 Reasons
Why Households Acquired a DVD Player
4.1.2.4 Has the
Purchase of the DVD Player
Prompted Additional Entertainment Purchases?
4.1.2.5
Entertainment Purchases Attributed to the Acquisition of a DVD
Player
4.1.2.6 Will
Future Entertainment Purchases Result from the
Acquisition of a DVD Player?
4.1.2.7 Future
Purchases Planned Due to Ownership of a DVD Player
4.1.2.8 Do
Consumers Plan to Upgrade a Video Player in the Near Future?
4.1.2.9 Planned
Video Player Purchases/Upgrades
4.1.3 Interest in Personal Video
Recorders (PVRs)
4.1.4 At-Home Movie Viewing
4.1.4.1 Frequency
of Pay-Per-View Orders
4.1.4.2 Frequency
of Movie Rentals
4.1.5 Home Theater Ownership
4.1.5.1 How Were
Components Acquired?
4.1.5.2 Year of
Home Theater System Completion
4.1.5.3 Was the
Home Theater System Professionally or Personally Installed?
4.1.5.4
Satisfaction With the Home Theater Installation
4.1.5.5 Reasons
Consumers Are Less Satisfied with the Home Theater Installation
4.2 Audio Products
4.2.1 Number of Speakers
4.2.2 Top Means of Accessing Music
Content at Home
5.0 Game Consoles
5.1 Ownership
5.2 Number and Type of Game Consoles Owned
5.3 Which Gets Used More For Gaming: The PC or the
Game Console?
5.4 Consumers and Game Consoles with Future
Technology
5.4.1 Consumer Interest in a Game
Console with a Modem
5.4.1.1 The
Overall Sample
5.4.1.2 By Age
5.4.1.3 By Number
of Children at Home
5.4.2 Why are Consumers Less
Interested in a Game Console with a Modem?
5.4.3 Consumer Interest in a Game
Console with a DVD Drive
5.4.3.1 The
Overall Sample
5.4.3.2 By
Ownership of DVD Players
5.4.3.3 By Age
5.4.3.4 By Number
of Children at Home
5.4.4 Why are Consumers Less
Interested in a Game Console with a DVD Drive?
6.0 Computer Ownership and Use
6.1 Computers Owned
6.1.1 Desktop PCs
6.1.1.1 Number
Owned
6.1.1.2 PCs:
Personally Versus Employer-Owned
6.1.2 Laptop PCs
6.1.2.1 Number
Owned
6.1.2.2 Laptop
PCs: Personally Versus Employer-Owned
6.1.2.3 Laptop
PCs in the Multiple-PC Household
6.1.3 Breakdown of PC Households
6.1.4 Multi-PC Households
6.1.4.1
Combinations of Desktop and Laptop PCs in the Multi-PC Household
6.1.5 Networks in Multi-PC
Households
6.1.5.1 Networks
by Broadband Access
6.2 Data on Acquisition and Features of PCs in
High-End Entertainment Households
6.2.1 Year of Most Recent PC
Purchase/Acquisition
6.2.2 Speed of the Fastest Modem in
Use
6.2.2.1
Penetration of Broadband Service: By Income
6.2.2.2 Broadband
Penetration: Single- Versus Multi-PC Households
6.2.3 Features Found on PCs
6.3 Purchase of New PCs
6.3.1 Purchase Intentions - Next 12
Months
6.3.2 Most Important Feature on a
New PC
6.4 Use of the PC/Internet
6.4.1 Have Respondents With DVD
Drives Used Them To Watch Movies?
6.4.2 Top Online Activities
6.4.3 Use of the Internet -
Impacting Television Time?
6.4.4 Video Over the Internet
6.4.4.1 Consumer
Interest
6.4.4.2 Why are
Some Consumers Less Interested?
6.4.5 Simultaneous Web Surfing and
Television Viewing
6.4.5.1 Is it
Occurring?
6.4.5.2 How Many
Hours Per Week?
7.0 The High-End Entertainment
Household and Future Technologies
7.1 Networking
7.1.1 Networking for Video
Applications
7.1.1.1 Perceived
Usefulness
7.1.2 Networking a DVD Drive to a
Television
7.1.2.1 Perceived
Interest
7.1.2.2 How Much
are Consumers Willing to Pay?
7.1.2.3 Why Are
Some Consumers Less Interested?
7.1.3 Audio Networking - A PC to a
Stereo
7.1.3.1 Perceived
Interest
7.1.3.2 How Much
are Consumers Willing to Pay?
7.1.3.3 Why Are
Some Consumers Less Interested?
7.2 Network Wiring
7.2.1 Consumer Awareness
7.2.1.1 The
Overall Sample
7.2.1.2
Contrasting Awareness Among High-End
Entertainment Households Based on PC Ownership
7.2.1.3
Contrasting Awareness Among Multi-PC Households,
Entertainment Households, and the Nation
7.2.2 Penetration of Network Wiring
7.2.2.1 The
Overall Sample
7.2.2.2 Comparing
Penetration in Multiple-PC Households
and High-End Entertainment Households
7.2.3 Number of Rooms with
Phone/Cable Jacks
7.3 Interactive Television Applications
7.3.1 Consumers Expressing a Strong
Interest in Various Interactive TV Applications
7.3.2 Ordering Products Via
Interactive TV
7.3.2.1 Mean
Interest by Age
7.3.3 Checking Sports Statistics
Via Interactive TV
7.3.3.1 Interest
by Gender
7.3.3.2 Mean
Interest by Age
7.3.4 Receiving More Information
about a Television Show
7.3.4.1 Interest
by Age
7.3.5 Chatting With Other
Enthusiasts
7.3.5.1 Mean
Interest by Age
7.3.6 Receiving Updated
Neighborhood Information
7.3.6.1 Mean
Interest by Age
7.3.7 Receiving Updated City News
and Information
7.3.7.1 Mean
Interest by Age
7.4 PC-Based Control Applications
7.4.1 Perceived Interest
7.4.2 Most Desired Applications
From PC-Based Control
7.4.3 Likelihood of Purchase:
PC-Based Control Applications at Various Price Points
7.4.4 Most Desired User Interface
for a PC-Based Control System
7.5 Non-PC Internet Access Devices
7.5.1 Comparing Interest Among All
Devices
7.5.2 A Television
7.5.2.1 The
Overall Sample
7.5.2.2 By Age
7.5.2.3 By Income
7.5.2.4 By
Work-at-Home Status
7.5.3 A Corded Phone with a Screen
7.5.3.1 The
Overall Sample
7.5.3.2 By Age
7.5.3.3 By Income
7.5.3.4 By
Work-at-Home Status
7.5.4 A Cordless Phone with a
Screen
7.5.4.1 The
Overall Sample
7.5.4.2 By Age
7.5.4.3 By Income
7.5.4.4 By
Work-at-Home Status
7.5.5 A Mobile Phone with a Screen
7.5.5.1 The
Overall Sample
7.5.5.2 By Age
7.5.5.3 By Income
7.5.5.4 By
Work-at-Home Status
7.5.6 A Portable Wireless Device
with a 13" Screen
7.5.6.1 The
Overall Sample
7.5.6.2 By Age
7.5.6.3 By Income
7.5.6.4 By
Work-at-Home Status
7.5.7 A Kitchen Appliance with a
Display Screen
7.5.7.1 The
Overall Sample
7.5.7.2 By Age
7.5.7.3 By Income
7.5.7.4 By
Work-at-Home Status
7.5.8 A Special Device in a Car
7.5.8.1 The
Overall Sample
7.5.8.2 By Age
7.5.8.3 By Income
7.5.8.4 By
Work-at-Home Status
8.0 Appendix: High-End Entertainment
Questionnaire
FOCUS GROUP ANALYSIS
1.0 Background
2.0 Executive Summary
3.0 Findings from the Focus Groups
3.1 Acquisition of Entertainment
Products/Systems
3.1.1 Entertainment as
a Practical Acquisition?
3.1.2 Motivations for
the Purchase - Differences Between the Multiple-PC Household Focus
Groups
3.1.3 The Shopping
Experience
3.2 Use of the Entertainment Products/Services
in the Home
3.2.1
"Cocooning" - An Emerging Trend
3.2.2 Choice and
Control as Key in Entertainment
3.2.3 Entertainment as
a Social Experience
3.2.4 The Computer as
an Entertainment Platform?
3.2.5 Music as a
Important Part of the Home Entertainment Experience
3.3 Awareness of/Perceived Usefulness of
Emerging Technologies
3.3.1 The "Web
Pad"
3.3.2 Movies-On-Demand
3.3.3 Personal Video
Recorders
3.3.4 Networking
4.0 Appendix A: Moderator's Guide
5.0 Appendix B: Focus Group Questionnaire
6.0 Appendix C: Questionnaire Responses
7.0 Appendix D: Focus Group Seating
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