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Home Network User Segments

  • ID: 1541202
  • Report
  • December 2010
  • Region: Global, North America
  • 39 Pages
  • The Diffusion Group
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Today, approximately 4-in-10 broadband households own a home network, a penetration rate which has been relatively stable over the past few years, even as broadband diffusion has slowed. The good news is that many of these users have expressed a desire to upgrade their networks to "a more powerful home network that can handle my household's media usage habits.”

This report identifies and describes various home network (HN) user segments within broadband households (BB HH). It profiles these user segments based on a variety of characteristics, including demographics, CE ownership and usage, HN tenure, and HN upgrade proclivities.

The three user segments being identified in this report are:

- Media-Centric Users

- Data-Centric Users

- Hybrid Users

This report includes detailed findings from the primary consumer research study, Benchmarking the Connected Consumer. (See also available)

Key Words: Michael Greeson, Broadband Households, Data-Centric, Media-Centric Users, Hybrid Users, Home Network, Vibha Pant, CE Ownership, Benchmarking the Connected Consumer
Note: Product cover images may vary from those shown
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Key Findings

1.0 Project Overview
1.1 Purpose and Purview
1.2 Methodology

2.0 Understanding Home Network Users
2.1 Home Network Diffusion in the U.S.
2.2 Distinguishing User Segments
2.2.1 Media-Centric, Data-Centric, and Hybrid Users
2.2.2 Describing User Segments – Summary Characteristics

3.0 Home Network User Segment Profiles
3.1 Network Tenure
3.2 Replacement versus Initial Home Network Purchase
3.3 Sources of Home Networks
3.4 Placement of Routers in Home
3.5 HN Technologies Supported
3.6 Likelihood of Purchasing a New Network

4.0 CE Profile
4.1 In-Home CE Use
4.2 Portable CE Used in Household
4.3 Net-Connected Consumer Electronics

5.0 Online Video Behavior
5.1 Weekly Online Video Viewing Time
5.2 Devices Used for Online Video Viewing
5.3 Devices Used to Connect Net-to-TV for Viewing Online Video
5.4 Use of Free vs. Paid Online Video

6.0 Demographic Profile
6.1 Age
6.2 Gender
6.3 Ethnicity
6.4 Education
6.5 Marital Status
6.6 Annual Household Income
6.7 Children Living in the Home
6.8 Adults Living in the Home
6.9 Type of Primary Residence
6.10 Area of Residence
6.11 Tech Adopter Status

7.0 Reflections and Recommendations

List of Exhibits:

Exhibit 1 – HN Diffusion
Exhibit 2 – Home Network User Segments
Exhibit 3 – Home Network Tenure
Exhibit 4 – Replacement versus First Home Network Purchase
Exhibit 5 – Source of Home Network Equipment
Exhibit 6 – Placement of routers in home
Exhibit 7 – HN Technology supported
Exhibit 8 – WiFi Network Support
Exhibit 9 – Likelihood to Upgrade to New Network
Exhibit 10 – Reasons for likelihood to upgrade
Exhibit 11 – Reasons for likelihood to not-upgrade
Exhibit 12 – In-Home Consumer Electronics
Exhibit 13 – Portable Consumer Electronics
Exhibit 14 – Consumer Electronics connected to the Internet
Exhibit 15 – HN Segments by Number of Hours of Online Video per week
Exhibit 16 – HN Segments by Devices Used for Online Video viewing
Exhibit 17 – Devices used to connect TV to the Internet
Exhibit 18 – HN Segments by Free or Paid Online Video
Exhibit 19 – HN Segments by Age
Exhibit 20 – HN Segments by Gender
Exhibit 21 – HN Segments by Ethnicity
Exhibit 22 – HN Segments by Education
Exhibit 23 – HN Segments by Marital Status
Exhibit 24 – HN Segments by Household Income
Exhibit 25 – HN Segments by Number of Children at Home
Exhibit 26 – HN Segments by Number of Adults at Home
Exhibit 27 – HN Segments by Type of Residence
Exhibit 28 – HN Segments by Type of Area of Residence
Exhibit 29 - HN Segments by Tech Adopter Status
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown