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Broadband Networked Households: Profiles of an Emerging Market
Parks Associates, April 2001, Pages: 171
The first-ever study of consumers in households with broadband Internet access and a home network, this report provides an analysis of a study conducted among nearly 800 early adopters.
Completed in early 2001, this report provides the most comprehensive look at the early segment for home networking applications.
Synopsis -
The first-ever study of consumers in households with broadband Internet access and a home network, this report provides an analysis of a study conducted among nearly 800 early adopters. Completed in early 2001, this report provides the most comprehensive look at the early segment for home networking applications.
Introduction
The Broadband Networked Home: Profiles of an Emerging Market, Parks Associates' latest analysis of the residential technology space, provides a unique glimpse into the inclinations and dispositions of early-adopter households with both broadband and home networks. The report offers profiles and analysis of three key areas: (1) the early broadband network adopter, (2) the dynamics of network purchasing decisions, and (3) the level of consumer interest in network-enabled value-added services.
'A Profile of the Early Home Network Adopter' (Part I of III) identifies the demographic and psychographic characteristics of the early network adopter and examines these consumers in terms of their proclivity to purchase other electronic products the length and quality of the household's Internet experience their tendency to influence others' purchasing decisions household net income educational level and other characteristics.
'The Decision To Network: A Purchasing Profile' (Part II of III) analyses the details of the broadband home network purchase, including the type of home network deployed who installed the network consumers' primary reasons for choosing a home network and other factors considered in the course of the purchasing decision.
'Consumer Interest in Certain Value-Added Services' (Part III of III) examines the level of consumer interest in a number of broadband network-enabled services, including a basic firewall the ability to filter content premium technical support static IP addressing subscriptions to online music or gaming sites video conferencing remote home monitoring and control streaming audio and video and many other residential services.
Methodology
Parks Associates, in partnership with other entities, surveyed 778 broadband networked heads-of-household throughout the United States. These heads-of-household were asked a series of questions pertaining to:
Background socioeconomic status
Household Internet usage habits
High-end electronics ownership and purchase intentions
Home network purchasing and deployment
Level of household interest in certain value-added services
These consumer surveys were completed during the fourth quarter of 2000, and data was collected and analyzed during the first quarter of 2001.
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