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Marketing the Digital Vision: Defining Early-Market Segments for Emerging Residential Technologies

  • ID: 29068
  • September 2002
  • 56 pages
  • Parks Associates
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Key consumer segments will lead the early market charge in adopting broadband-related services, residential gateway solutions, and home networks.

This report, a compendium of Parks Associates' consumer research, identifies the four critical consumer segments in this space, providing key demographic data and analyzing and predicting how home networking solutions - including home management, data applications, and multimedia solutions - will find their way into these households.

Published 4Q, 2002

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<P class=bodystyle><B>1.0 Why Talk About Key Consumer Segments?</B></P><BR><P class=bodystyle><B>2.0 Putting Consumer Research to Work</B></P><BR><P class=bodystyle><B>3.0 Key Consumers Segments<BR></B>   3.1 Why Choose These Consumers?<BR>   3.2 Acknowledging Overlap<BR>      3.2.1 The Digital Family<BR>         3.2.1.1 Key Demographics: The Digital Family<BR>            Household Income<BR>            Household Type<BR>            Age<BR>            Children<BR>         3.2.1.2 Product Ownership<BR>         3.2.1.3 Service Subscriptions<BR>         3.2.1.4 Interest in Emerging Technologies<BR>         3.2.1.5 Testing the Digital Family on Key Applications<BR>            Voice<BR>            Pay-per Content<BR>            Internet Security<BR>      3.2.2 Generation X/Y<BR>         3.2.2.1 Key Demographics: Generation X/Y<BR>            Household Income<BR>            Household Type<BR>            Age<BR>            Children<BR>         3.2.2.2 Product Ownership<BR>         3.2.2.3 Service Subscriptions<BR>         3.2.2.4 Interest in Emerging Technologies<BR>         3.2.2.5 Testing Generation X/Y on Key Applications<BR>            Entertainment on the PC<BR>            Interest in PC-centric Entertainment Networks<BR>      3.2.3 High-End Entertainment Households<BR>         3.2.3.1 Key Demographics: High-End Entertainment Households<BR>            Household Income<BR>            Household Type<BR>            Age<BR>            Children<BR>         3.2.3.2 Product Ownership<BR>         3.2.3.3 Service Subscriptions<BR>         3.2.3.4 Interest in Emerging Technologies<BR>         3.2.3.5 Testing High-end Entertainment Households on Key Applications<BR>            “Telewebbing”<BR>            Network-capable Personal Video Recorders<BR>      3.2.4 Likely-to-Move Households<BR>         3.2.4.1 Key Demographics: Likely-to-Move Households<BR>            Household Income<BR>            Household Type<BR>            Age<BR>            Children<BR>         3.2.4.2 Product Ownership<BR>         3.2.4.3 Service Subscriptions<BR>         3.2.4.4 Interest in Emerging Technologies<BR>         3.2.4.5 Testing Likely-to-Move Households on Key Applications<BR>            Interest in Internet-enabled Home Management<BR>            Interest in Energy Management Solution from Energy Service Company<BR>            Interest in “Wired Home” and “Connected Community” Concepts</P><BR><P class=bodystyle><A name=lof>List of Figures</A></P><BR><P class=bodystyle>Figure 1-1 Parks Associates’ Forecasts and Actual Results: Residential Broadband and Home Networks</P><BR><P class=bodystyle>Figure 3-1 Acknowledging Overlap Among Key Consumer Segments<BR>Figure 3-2 Market Sizing: The Digital Family<BR>Figure 3-3 The Digital Family and Household Income<BR>Figure 3-4 The Digital Family and Age of Respondent<BR>Figure 3-5 The Digital Family and Product Ownership<BR>Figure 3-6 Product Ownership: Digital Family Households<BR>Figure 3-7 The Digital Family and Services<BR>Figure 3-8 Service Subscriptions: Digital Family Households<BR>Figure 3-9 The Digital Family and New Technologies<BR>Figure 3-10 Interest in Emerging Technologies: Digital Family Households<BR>Figure 3-11 The Digital Family and Voice Services<BR>Figure 3-12 The Digital Family and Pay-per Services<BR>Figure 3-13 The Digital Family and Internet Security<BR>Figure 3-14 Market Sizing: Generation X/Y Households<BR>Figure 3-15 Generation X/Y and Household Income<BR>Figure 3-16 Generation X/Y and Product Ownership<BR>Figure 3-17 Product Ownership: Generation X/Y<BR>Figure 3-18 Generation X/Y and Services<BR>Figure 3-19 Service Subscriptions: Generation X/Y<BR>Figure 3-20 Generation X/Y and New Technologies<BR>Figure 3-21 Interest in Emerging Technologies: Generation X/Y Households<BR>Figure 3-22 Generation X/Y and Entertainment on the PC<BR>Figure 3-23 Generation X/Y and Downloaded MP3 Files<BR>Figure 3-24 Generation X/Y and Number of Downloaded MP3 Files<BR>Figure 3-25 Generation X/Y and Entertainment Networks<BR>Figure 3-26 Market Sizing: High-end Entertainment Households<BR>Figure 3-27 High-end Entertainment Households and Household Income<BR>Figure 3-28 High-end Entertainment Households and Age of Respondent<BR>Figure 3-29 High-end Entertainment Households and Product Ownership<BR>Figure 3-30 Product Ownership: High-end Entertainment Households<BR>Figure 3-31 High-end Entertainment Households and Services<BR>Figure 3-32 Service Subscriptions: High-end Entertainment Households<BR>Figure 3-33 High-end Entertainment Households and New Technologies<BR>Figure 3-34 Interest in Emerging Technologies: High-end Entertainment Households<BR>Figure 3-35 High-end Entertainment Households and “Telewebbing”<BR>Figure 3-36 High-end Entertainment Households and Networked PVRs<BR>Figure 3-37 Market Sizing: Likely-to-Move Households<BR>Figure 3-38 Likely-to-Move Households and Household Income<BR>Figure 3-39 Likely-to-Move Households and Age of Respondent<BR>Figure 3-40 Likely-to-Move Households and Product Ownership<BR>Figure 3-41 Product Ownership: Likely-to-Move Households<BR>Figure 3-42 Likely-to-Move Households and Services<BR>Figure 3-43 Service Subscriptions: Likely-to-Move Households<BR>Figure 3-44 Likely-to-Move Households and New Technologies<BR>Figure 3-45 Interest in Emerging Technologies: Likely-to-Move Households<BR>Figure 3-46 Likely-to-Move Households and Computer Control<BR>Figure 3-47 Likely-to-Move Households and Energy Management<BR>Figure 3-48 Likely-to-Move Households: Interest in New Services/Applications</P>

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown

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