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1.0 Executive Summary
1.1 Product Ownership and Market Momentum
1.2 Where to Look for Early Buyers: The Power of Multiple PCs and Home
Theater
1.3 Relationship Between High-Tech Ownership and Work-at-Home
1.4 Implications for Marketing
1.5 Understanding Consumers and Finding Target Markets
2.0 Methodology
2.1 Data Collection
2.2 Adjustments to the Data
2.3 Over Claiming
2.4 Characteristics of the Sample
2.5 Owning a Second Home
3.0 Product and Service Penetration and 1998 Purchase Information
3.1 Penetration Rates Of Audio-Video Components
3.2 1998 Audio-Video Purchases
3.3 1998 Home Theater Penetration Rates by Income Level and Region
3.4 Home Theater Purchase
3.5 Pay Television Services — 1998 Penetration Rates and Cable
Boxes
3.6 Consumers’ Wish List
3.7 1998 Penetration Rates — Computers and the Internet
3.8 Who is Online
3.9 1998 Computer Purchases
3.10 Computer Brands Purchased
3.11 1998 Penetration Rates — Computer-Related Appliances
3.12 Modems
3.13 Internet Service Providers
3.14 Traditional Phone Lines
3.15 Mobile Phone Usage
3.16 Telephone Numbers Added
3.17 Long Distance Carrier Churn
3.18 1998 Security Penetration Rates
3.19 Companies Providing Security Monitoring
3.20 1998 Penetration Rates — Home Controllers and Programmable
Thermostats
3.21 How Home Controllers Are Used
3.22 Wiring
4.0 Multiple-PC and Home Theater Households as Target Markets
4.1 Conclusions
4.2 Households with Multiple PCs or Home Theaters or Both
4.3 Demographics of Multiple-PC and Home Theater Households
4.4 Products and Services in Multiple-PC Households
4.5 Products and Services in Home Theater Households
4.6 Comparing Products and Services in Multiple PC and Home Theater and
Both Households
4.7 Individual Product Ownership by Household Type
4.8 Attitudes Toward Technology Among Household Types
5.0 Segmenting Consumers by Their Attitudes Toward Technology
5.1 Conclusions
5.2 How Respondents Were Segmented
5.3 Results of the Cluster Analysis
5.4 Consumer Segment Demographics
5.5 Summary Measure of Product Ownership and Service Subscriptions
5.6 Penetration of Individual Products and Services Overall and by
Consumer Segment
5.7 What Consumers Would Acquire Next If Money Was No Object
5.8 Segments and Household Types
5.9 Marketing Implications
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