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Broadband Networked Households: Profiles of an Emerging Market

  • ID: 29076
  • April 2001
  • 171 pages
  • Parks Associates
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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.

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<P>1.0 Executive Summary<BR>   1.1 Overview<BR>   1.2 Executive Summary Part I<BR>      1.2.1 Trends in Residential Technology<BR>      1.2.2 Sociographics of the Broadband Networked Household<BR>         1.2.2.1 Influential<BR>         1.2.2.2 Affluent<BR>         1.2.2.3 Extensive Internet Experience<BR>         1.2.2.4 Well Educated<BR>   1.3 Executive Summary of Part II<BR>      1.3.1 Technology Deployed in Home LANs<BR>      1.3.2 Household Networking Experience<BR>         1.3.2.1 Length of Time Networked<BR>         1.3.2.2 Primary Reasons for Deploying a Broadband Network<BR>      1.3.3 Factors Most Important When Selecting A Broadband Network<BR>   1.4 Executive Summary for Part III</P><BR><P>2.0 Overview of Home Networking & The Early Home Network Adopter<BR>   2.1 The Emerging Home Network Market<BR>      2.1.1 Broadband Technology to the Home<BR>      2.1.2 Relationship between residential broadband and home networking<BR>      2.1.3 Relationship between multiple-PC households and home networking<BR>      2.1.4 Home Networking Technologies & Standards<BR>         HomePNA<BR>         HomeRF™<BR>         Institute of Electrical and Electronics Engineers Inc. (IEEE 802.11b)<BR>         Bluetooth<BR>         HomePlug™<BR>   2.2 Survey Methodology<BR>   2.3 Profile of the Early Home Network Adopter<BR>      2.3.1 Role In Household<BR>      2.3.2 Number of Computers In Household<BR>      2.3.3 Primary use of computers in household<BR>      2.3.4 Intentions to purchase other electronic products<BR>      2.3.5 Head-of-household's influence over others' purchasing habits<BR>      2.3.6 Head-of-household's proclivity to purchase new products<BR>      2.3.7 Length of time using the Internet<BR>      2.3.8 Quality of Internet experience<BR>         2.3.8.1 Level of convenience in buying things on the Internet<BR>         2.3.8.2 Extent to which the Internet makes life easier<BR>         2.3.8.3 Extent to which the Internet saves time<BR>         2.3.8.4 Extent to which using the Internet is enjoyable<BR>         2.3.8.5 Extent to which the Internet is hard to use<BR>         2.3.8.6 Average hours per week spent on the Internet<BR>      2.3.9 Average age of head-of-household<BR>      2.3.10 Level of education<BR>      2.3.11 Number of children under 18 living at home<BR>      2.3.12 1999 pre-tax household income<BR>      2.3.13 Comparison & Analysis</P><BR><P>3.0 Profile of Today's Home Network<BR>   3.1 Type of Network Deployed<BR>   3.2 Who installed the network?<BR>   3.3 What type of company is best suited to install/service/configure the home network?<BR>   3.4 Number of networked computers in the household<BR>   3.5 Length of time household computers have been networked<BR>   3.6 Primary reasons for adopting a home network<BR>   3.7 Factors considered when selecting a home network<BR>      3.7.1 Options to lease versus buy hardware/software<BR>      3.7.2 After-sales support<BR>      3.7.3 Compatibility/Interoperability with other computer/networking products<BR>      3.7.4 Ease of set-up<BR>      3.7.5 Self-installation<BR>      3.7.6 Price<BR>      3.7.8 Product reliability<BR>      3.7.9 Data transfer speeds<BR>   3.8 Conclusions</P><BR><P>4.0 Consumer Interest in Certain Value-Added Services<BR>   4.1 Basic firewall protection<BR>      4.1.1 Income<BR>      4.1.2 Number of PCs<BR>      4.1.3 Time Networked<BR>      4.1.4 Time Online<BR>   4.2 Parental control/filtering software<BR>      4.2.1 Income<BR>      4.2.2 Time Online<BR>      4.2.3 Children at Home<BR>   4.3 Premium Technical Support<BR>      4.3.1 Income<BR>      4.3.2 Number of PCs<BR>      4.3.3 Time Networked<BR>      4.3.4 Time Online<BR>   4.4 Static IP address<BR>      4.4.1 Income<BR>      4.4.2 Number of PCs<BR>      4.4.3 Time Networked<BR>      4.4.4 Time Online<BR>   4.5 Subscription to music content sites<BR>      4.5.1 Income<BR>      4.5.2 Number of PCs<BR>      4.5.3 Time Networked<BR>      4.5.4 Time Online<BR>   4.6 Subscription to online gaming sites<BR>      4.6.1 Income<BR>      4.6.2 Number of PCs<BR>      4.6.3 Time Networked<BR>      4.6.4 Time Online<BR>   4.7 Video conferencing equipment/software/support<BR>      4.7.1 Income<BR>      4.7.2 Number of PCs<BR>      4.7.3 Time Networked<BR>      4.7.4 Time Online<BR>   4.8 Internet telephony<BR>      4.8.1 Income<BR>      4.8.2 Number of PCs<BR>      4.8.3 Time Networked<BR>      4.8.4 Time Online<BR>   4.9 Personal Web Space<BR>      4.9.1 Income<BR>      4.9.2 Number of PCs<BR>      4.9.3 Time Networked<BR>      4.9.4 Time Online<BR>   4.10 Ability to control remotely various home systems like security, etc.<BR>      4.10.1 Income<BR>      4.10.2 Number of PCs<BR>      4.10.3 Time Networked<BR>      4.10.4 Time Online<BR>   4.11 Ability to enable streaming video/audio from the Internet<BR>      4.11.1 Income<BR>      4.11.2 Number of PCs<BR>      4.11.3 Time Networked<BR>      4.11.4 Time Online<BR>   4.12 Ability to synchronize data among multiple devices<BR>      4.12.1 Income<BR>      4.12.2 Number of PCs<BR>      4.12.3 Time Networked<BR>      4.12.4 Time Online<BR>   4.13 Richer, faster access to e-commerce & entertainment sites<BR>      4.13.1 Income<BR>      4.13.2 Number of PCs<BR>      4.13.3 Time Networked<BR>      4.13.4 Time Online</P><BR><P> <BR> <BR>List of Figures  </P><BR><P>Figures in Section 1.0<BR>Figure 1-1 Projected Growth in US Residential Broadband Subscribers<BR>Figure 1-2 Broadband Users With A Computer Network<BR>Figure 1-3 Estimate for Number of Networked Broadband Households<BR>Figure 1-4 U.S. Broadband Networked Households: 1999 Annual Household Income<BR>Figure 1-5 "I Enjoy Using The Internet"<BR>Figure 1-6 Weekly Use of the Internet and World Wide Web<BR>Figure 1-7 Education Level<BR>Figure 1-8 Broadband Networked Household: Comparison and Contrast<BR>Figure 1-9 Technology Deployed in Home LANs<BR>Figure 1-10 Length of Time Networked<BR>Figure 1-11 Primary Reasons for Deploying a Broadband Home Network<BR>Figure 1-12 Comparison of Factor Importance<BR>Figure 1-13 Importance as a Factor of Income<BR>Figure 1-14 Importance as a Factor of the Number of Household Computers<BR>Figure 1-15 Level of Consumer Interest in Firewall Services<BR>Figure 1-16 Level of Consumer Interest in Parental Control/Content Filtering<BR>Figure 1-17 Level of Consumer Interest in Premium Technical Support<BR>Figure 1-18 Level of Consumer Interest in a Static IP Address<BR>Figure 1-19 Level of Consumer Interest in Online Music Subscriptions<BR>Figure 1-20 Level of Consumer Interest in Online Gaming Subscriptions<BR>Figure 1-21 Level of Consumer Interest in Video Conferencing Services<BR>Figure 1-22 Level of Consumer Interest in Internet Telephony<BR>Figure 1-23 Level of Consumer Interest in Personal Web Space<BR>Figure 1-24 Level of Consumer Interest in Remotely Controlling Home Services<BR>Figure 1-25 Level of Consumer Interest in Streaming Video and Audio Services<BR>Figure 1-26 Level of Consumer Interest in Synchronizing Multiple Appliances<BR>Figure 1-27 Level of Consumer Interest in Faster Access to E-Commerce & Entertainment Sites</P><BR><P>Figures in Section 2.0<BR>Figure 2-1 Projected Growth of U.S. Residential Broadband Subscribers<BR>Figure 2-2 Broadband Users with a Computer Network<BR>Figure 2-3 Projected Number of Broadband Networked Households<BR>Figure 2-4 Forecast of U.S. PC Penetration Rates<BR>Figure 2-5 Likelihood of Network Adoption Among Multi-PC Homes<BR>Figure 2-6 Average Number of PCs per Household (Broadband & Broadband Networked Households)<BR>Figure 2-7 Relationship Between Broadband Access & Home Networking<BR>Figure 2-8 Phoneline Networking Technologies<BR>Figure 2-9 HomePNA Model<BR>Figure 2-10 Head-of-Household Role in Household<BR>Figure 2-11 Number of PCs Per Broadband Networked Household<BR>Figure 2-12 Primary Use of Household Computer Networks<BR>Figure 2-13 Household Ownership of Other Electronic Products<BR>Figure 2-14 Household Intention to Purchase Other Electronic Products<BR>Figure 2-15 Head-of-Household's Influence Over Others' Purchasing Habits<BR>Figure 2-16 Head-of-Household's Proclivity to Purchase New Products Early<BR>Figure 2-17 Length of Time Using the Internet<BR>Figure 2-18 Level of Convenience for Purchasing Things Over the Internet<BR>Figure 2-19 Extent to Which the Internet Makes Life Easier<BR>Figure 2-20 Extent to Which the Internet Saves Time<BR>Figure 2-21 Extent to Which Using the Internet is Enjoyable<BR>Figure 2-22 Extent to Which the Internet is Hard to Use<BR>Figure 2-23 Average Hours Per Week Spent on the Internet<BR>Figure 2-24 Age of Head-of-Household<BR>Figure 2-25 Level of Education of Head-of-Household<BR>Figure 2-26 Number of Children Under 18 Living At Home<BR>Figure 2-27 1999 Pre-tax Household Income<BR>Figure 2-28 Comparison & Analysis <BR>  <BR>Figures in Section 3.0<BR>Figure 3-1 Type of network deployed<BR>Figure 3-2 Who installed the home network?<BR>Figure 3-3 What type of company is best-suited to install a home LAN?<BR>Figure 3-4 Number of PCs per household<BR>Figure 3-5 Length of time PCs have been networked<BR>Figure 3-6 Primary reasons for selected the home network<BR>Figure 3-7 Importance of lease option to home network selection<BR>Figure 3-8 Lease vs. buy: income & level of importance<BR>Figure 3-9 Lease vs. buy: number of PCs & level of importance<BR>Figure 3-10 Lease vs. buy: time on-line & level of importance<BR>Figure 3-11 Importance of adequate after-sales support<BR>Figure 3-12 After-sales support: time online & level of importance<BR>Figure 3-13 After-sales support: number of PCs & level of importance<BR>Figure 3-14 Importance of compatibility/interoperability<BR>Figure 3-15 Importance of ease of set-up<BR>Figure 3-16 Ease of set-up: number of PCs & level of importance<BR>Figure 3-17 Importance of option to self-install<BR>Figure 3-18 Importance of price<BR>Figure 3-19 Price: household income & level of importance<BR>Figure 3-20 Price: number of PCs & level of importance<BR>Figure 3-21 Price: time online & level of importance<BR>Figure 3-22 Importance of professional installation/maintenance/service<BR>Figure 3-23 Prof. install: household income & level of importance<BR>Figure 3-24 Prof. install: number of PCs & level of importance<BR>Figure 3-25 Prof. install: time online & level of importance<BR>Figure 3-26 Importance of product reliability<BR>Figure 3-27 Importance of data transfer speed between devices<BR>Figure 3-28 Comparison of factor importance<BR>Figure 3-29 Comparison of factor unimportance<BR>Figure 3-30 Importance as a factor of income<BR>Figure 3-31 Unimportance as a factor of income<BR>Figure 3-32 Importance as a factor of the number of PCs<BR>Figure 3-33 Unimportance as a factor of the number of PCs<BR>Figure 3-34 Importance as a factor of time online<BR>Figure 3-35 Unimportance as a factor of time online</P><BR><P>Figures in Section 4.0<BR>Figure 4-1 General Interest: basic firewall solution<BR>Figure 4-2 Interest at $5-10/Month: basic firewall solution<BR>Figure 4-3 Interest with Equipment Lease/Purchase: basic firewall solution<BR>Figure 4-4 Combined Interest: basic firewall solution<BR>Figure 4-5 Level of Interest & Household Income: basic firewall solution<BR>Figure 4-6 Level of Interest & Number of PCs: basic firewall solution<BR>Figure 4-7 Level of Interest & Time Networked: basic firewall solution<BR>Figure 4-8 Level of Interest & Time Online: basic firewall solution<BR>Figure 4-9 General Interest: parental filtering software<BR>Figure 4-10 Interest at $5-10/Month: parental filtering software<BR>Figure 4-11 Interest with Equipment Lease/Purchase: parental filtering software<BR>Figure 4-12 Combined Interest: parental filtering software<BR>Figure 4-13 Level of Interest & Household Income: parental filtering software<BR>Figure 4-14 Level of Interest & Time Online: parental filtering software<BR>Figure 4-15 Level of Interest & Children at Home: parental filtering software<BR>Figure 4-16 General Interest: premium technical support<BR>Figure 4-17 Interest at $5-10/Month: premium technical support<BR>Figure 4-18 Interest with Equipment Lease/Purchase: premium technical support<BR>Figure 4-19 Combined Interest: premium technical support<BR>Figure 4-20 Level of Interest & Household Income: premium technical support<BR>Figure 4-21 Level of Interest & Number of PCs: premium technical support<BR>Figure 4-22 Level of Interest & Time Networked: premium technical support<BR>Figure 4-23 Level of Interest & Time Online: premium technical support<BR>Figure 4-24 General Interest: Static IP address<BR>Figure 4-25 Interest at $5-10/Month: Static IP address<BR>Figure 4-26 Interest with Equipment Lease/Purchase: Static IP address<BR>Figure 4-27 Combined Interest: Static IP address<BR>Figure 4-28 Level of Interest & Household Income: Static IP address<BR>Figure 4-29 Level of Interest & Number of PCs: Static IP address<BR>Figure 4-30 Level of Interest & Time Networked: Static IP address<BR>Figure 4-31 Level of Interest & Time Online: Static IP address<BR>Figure 4-32 General Interest: music content sites<BR>Figure 4-33 Interest at $5-10/Month: music content sites<BR>Figure 4-34 Interest with Equipment Lease/Purchase: music content sites<BR>Figure 4-35 Combined Interest: music content sites<BR>Figure 4-36 Level of Interest & Household Income: music content sites<BR>Figure 4-37 Level of Interest & Number of PCs: music content sites<BR>Figure 4-38 Level of Interest & Time Networked: music content sites<BR>Figure 4-39 Level of Interest & Time Online: music content sites<BR>Figure 4-40 General Interest: online gaming sites<BR>Figure 4-41 Interest at $5-10/Month: online gaming sites<BR>Figure 4-42 Interest with Equipment Lease/Purchase: online gaming sites<BR>Figure 4-43 Combined Interest: online gaming sites<BR>Figure 4-44 Level of Interest & Household Income: online gaming sites<BR>Figure 4-45 Level of Interest & Number of PCs: online gaming sites<BR>Figure 4-46 Level of Interest & Time Networked: online gaming sites<BR>Figure 4-47 Level of Interest & Time Online: Subscriptions to online gaming sites<BR>Figure 4-48 General Interest: Video conferencing equipment/software<BR>Figure 4-49 Interest at $5-10/Month: Video conferencing equipment/software<BR>Figure 4-50 Interest with Equipment Lease/Purchase: Video conferencing<BR>Figure 4-51 Combined Interest: Video conferencing equipment/software<BR>Figure 4-52 Level of Interest & Household Income: Video conferencing<BR>Figure 4-53 Level of Interest & Number of PCs: Video conferencing<BR>Figure 4-54 Level of Interest & Time Networked: Video conferencing<BR>Figure 4-55 Level of Interest & Time Online: Video conferencing<BR>Figure 4.56 General Interest: Internet telephony<BR>Figure 4-57 Interest at $5-10/Month: Internet telephony<BR>Figure 4-58 Interest with Equipment Lease/Purchase: Internet telephony<BR>Figure 4-59 Combined Interest: Internet telephony<BR>Figure 4-60 Level of Interest & Household Income: Internet telephony<BR>Figure 4-61 Level of Interest & Number of PCs: Internet telephony<BR>Figure 4-62 Level of Interest & Time Networked: Internet telephony<BR>Figure 4-63 Level of Interest & Time Online: Internet telephony<BR>Figure 4-64 General Interest: Personal web space<BR>Figure 4-65 Interest at $5-10/Month: Personal web space<BR>Figure 4-66 Interest with Equipment Lease/Purchase: Personal web space<BR>Figure 4-67 Combined Interest: Personal web space<BR>Figure 4-68 Level of Interest & Household Income: Personal web space<BR>Figure 4-69 Level of Interest & Number of PCs: Personal web space<BR>Figure 4-70 Level of Interest & Time Networked: Personal web space<BR>Figure 4-71 Level of Interest & Time Online: Personal web space<BR>Figure 4-72 General Interest: Remote home control<BR>Figure 4-73 Interest at $5-10/Month: Remote home control<BR>Figure 4-74 Interest with Equipment Lease/Purchase: Remote home control<BR>Figure 4-75 Combined Interest: Remote home control<BR>Figure 4-76 Level of Interest & Household Income: Remote home control<BR>Figure 4-77 Level of Interest & Number of PCs: Remote home control<BR>Figure 4-78 Level of Interest & Time Networked: Remote home control<BR>Figure 4-79 Level of Interest & Time Online: Remote home control<BR>Figure 4-80 General Interest: Enabling streaming video/audio<BR>Figure 4-81 Interest at $5-10/Month: Enabling streaming video/audio<BR>Figure 4-82 Interest with Equipment Lease/Purchase: Enabling streaming video/audio<BR>Figure 4-83 Combined Interest: Enabling streaming video/audio<BR>Figure 4-84 Level of Interest & Household Income: Enabling streaming video/audio<BR>Figure 4-85 Level of Interest & Number of PCs: Enabling streaming video/audio<BR>Figure 4-86 Level of Interest & Time Networked: Enabling streaming video/audio<BR>Figure 4-87 Level of Interest & Time Online: Enabling streaming video/audio<BR>Figure 4-88 General Interest: Synchronize data among multiple devices<BR>Figure 4-89 Interest at $5-10/Month: Synchronize data among multiple devices<BR>Figure 4-90 Interest with Equipment Lease/Purchase: Synchronize data among multiple devices<BR>Figure 4-91 Combined Interest: Synchronize data among multiple devices<BR>Figure 4-92 Level of Interest & Income: Synchronize data among multiple devices<BR>Figure 4-93 Level of Interest & Number of PCs: Synchronize data among multiple devices<BR>Figure 4-94 Level of Interest & Time Networked: Synchronize data among multiple devices<BR>Figure 4-95 Level of Interest & Time Online: Synchronize data among multiple devices<BR>Figure 4-96 General Interest: Faster access to e-commerce & entertainment sites<BR>Figure 4-97 Interest at $5-10/month: Faster access to e-commerce & entertainment sites<BR>Figure 4-98 Interest with equipment lease/purchase: Faster access to e-commerce & entertainment sites<BR>Figure 4-99 Combined Interest: Faster access to e-commerce & entertainment sites<BR>Figure 4-100 Level of Interest & Household Income: Faster access to e-commerce & entertainment sites<BR>Figure 4-101 Level of Interest & Number of PCs: Faster access to e-commerce & entertainment sites<BR>Figure 4-102 Level of Interest & Time Networked: Faster access to e-commerce & entertainment sites<BR>Figure 4-103 Level of Interest & Time Online: Faster access to e-commerce & entertainment sites  <BR></P>

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