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Consumers and Technology: A Qualitative Assessment - Technology Purchases in Uncertain Times

  • ID: 29082
  • January 2002
  • Parks Associates
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Parks Associates designed these focus groups to gauge consumer reaction and opinion to many of the new products and services available for the home and small business.

We hosted two groups - consumers aged 60 and older and consumers aged 18-24 - on September 13, 2001. The results of these two groups are the main body of this analysis.

Parks Associates had already planned a series of focus groups prior to September 11, 2001, to gauge consumer reaction and opinion to many of the new products and services available for the home and small business. The analysis from these groups is more important now because of those events. We hosted two of the groups - the respondents aged 60 and older and those aged 18-24 - on September 13, 2001, only two days after the tragic events on the East Coast. The results of these two groups are the main body of this analysis.

These groups were centered on the topics of:

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Recent and desired purchases of electronics for the home

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Ownership and use of home computers

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Interest in Internet access on new devices

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Communications services for the home

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Entertainment and

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How electronic products and systems are perceived as enhancements to home lifestyles.

Note: Product cover images may vary from those shown
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<P class=bodystyle><B>1.0 Focus Group Background, Purpose, and Methodology</B></P><BR><P class=bodystyle><B>2.0 Key Findings from Focus Groups among Consumers</B></P><BR><P class=bodystyle><B>3.0 Detailed Findings: Focus Group I - Consumers Aged 60+</B><BR>   3.1 The Warm-Up Exercise<BR>   3.2 Purchase Intentions in Uncertain Times<BR>   3.3 Ownership and Use of Home Computers<BR>      3.3.1 Word Association with "Home Computer"<BR>      3.3.2 Non-Computer Owners and Interest in Alternative Means of Internet Access<BR>      3.3.3 Use of Computers at Home<BR>   3.4 More Feedback on Information Appliances<BR>   3.5 Communications Services and Bundled Services<BR>   3.6 Entertainment at Home<BR>   3.7 Future Living Arrangements</P><BR><P class=bodystyle><B>4.0 Detailed Findings: Focus Group II - Consumers Aged 18-24<BR></B>   4.1 Warm-up Exercise<BR>   4.2 Use of Home Computers<BR>      4.2.1 Word Association<BR>      4.2.2 Music Downloads<BR>   4.3 "Mars vs. Venus" Part I: Digital Cameras<BR>   4.4 Mobile Phone Ownership and Use<BR>   4.5 "Mars vs. Venus" Part II: Instant Messaging<BR>   4.6 Using a Mobile Phone for Instant Messaging<BR>   4.7 How NOT to Pick up a Woman<BR>   4.8 Debate: The Impersonal Nature of Technology</P><BR><P class=bodystyle><B>Appendix A: Moderator's Guides<BR>Appendix B: Verbatim Responses<BR>Appendix C: Summary of Pre-Group Questionnaire</B></P><BR><P class=bodystyle><B><A name="List of Figures">List of Figures</A></B></P><BR><P class=bodystyle>Figure 1 Likelihood of Purchasing a DVD Player in the Next 12 Months<BR>Figure 2 Percent of Households with a Desktop Home Computer<BR>Figure 3 Willingness to Pay for a Portable Internet Device<BR>Figure 4 Interest in Internet Access on a Television<BR>Figure 5 Comfort Level with Receiving Bundle of Services from One Company<BR>Figure 6 Likelihood of Moving into a New Home: 12-month Time Frame<BR>Figure 7 Interest Level in Remote Access to Security & Lighting<BR>Figure 8 Interest Level in Energy Monitoring Service<BR>Figure 9 Mean Number of Key Electronics Products at Home: Comparing 18-24-year-olds to the Rest of the Nation<BR>Figure 10 Frequent Use of the Internet for Entertainment Applications<BR>Figure 11 Likelihood of Purchasing a Portable MP3 Player<BR>Figure 12 Likelihood of Purchasing a Digital Camera: Males and Females, Age 18-24<BR>Figure 13 Interest in Internet Access on a Mobile Phone</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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