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East Coast or West Coast, Upper Middle Class Households Are the Target Internet-Connected TV Devices Print E-mail

SCOTTSDALE, Ariz., July 15, 2008—The target connected digital living room consumer household has household income between $ 100,000 and $ 150,000, according to recent research by MultiMedia Intelligence. These upper middle class households would ideally have children and be located in a metropolitan area on the East or West Coast.


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Based on a sample of over 25,000 respondents with English and Spanish speaking adults in the US, the research asserts that targeting specific consumer household characteristics is a key success factor among companies targeting the Internet-connected digital living room. Current consumers with home networks and consumers using Internet-based video provide tremendous insights into the target consumer segments for next-generation connected consumer electronics devices.

The age of Internet video and music is here. However, nearly all Internet media is still the domain of PCs. “Some consumer segments, such as youth and early adopters, see the PC as an acceptable platform for media consumption,” according to Mark Kirstein, President of MultiMedia Intelligence. “However, a much broader market becomes available when Internet video and music can reach the entertainment-centric platforms of connected TVs, DVD players, set top boxes, video game consoles and audio equipment.”

MultiMedia Intelligence also found that:

  • Companies are making an effort to bridge Internet content to the TV. Apple, Netflix, Amazon and Vudu are among the companies combining online digital media services with dedicated digital media adapters to bridge the Internet into the connected living room. These digital media adapters, along with a variety of Internet-enabled consumer electronics, will build upon the existing base of computing-centric home networks to establish a media-driven connected home.

 

  • Older households, those with a head of household age of 60 to 69, are among the fastest growing segments adopting data home networking. The number of US households in this category saw a compound annual growth rate of 29% between 2004 and 2007.

 

  • Growth in notebook computing has become a major catalyst for data-centric home networking. Consumers who access the Internet from home with a notebook PCs are more than twice as likely to have a home network than the average household.

 

The research, "The Connected Home: Identifying the Target Consumer for Internet-Connected TV Devices and Home Networks” characterizes the target consumer for Internet-connected consumer electronics by analyzing US consumer households with home networking and those using TV-quality Internet video. The report includes:

  • Demographic forecasts for media-rich home networks, which incorporate Internet-enabled TV devices, such as digital TVs, DVD players, set top boxes, video game consoles and audio equipment.

 

  • Forecasts of US shipments of Internet Protocol (IP)-enabled consumer electronics devices by type.

 

  • Consumer primary data characterizing the demographic and psychographic profile of consumer households with a computing home network.

 

  • Correlations with characteristics such as broadband use, multiple PC ownership, notebook PC ownership, and use of other mobile devices.

The report combines industry research with consumer research to provide unique segmentation, market sizing and forecasts.

This research is a result of MultiMedia Intelligence's strategic partnership with Experian. The partnership combines MultiMedia Intelligence's vast industry expertise, market sizing and forecasting models and databases with Experian's in-depth data on consumer behavior, psychographics, lifestyles, opinions and attitudes. Together, MultiMedia Intelligence and Experian deliver industry-first market segmentation, insights and forecasts based on combined superior supply-side and demand-side views of the markets, never before offered in this data driven, data hungry market.

 

For more information, visit www.MultiMediaIntelligence.com or contact

Rick Sizemore

(480) 213-4151

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About Multimedia Intelligence

MultiMedia Intelligence, a market research and consultancy firm, specializes on the markets and technologies for delivering and monetizing digital content and services across multiple platforms. We look beyond the classic 'three screens,' which include TVs, mobile handsets, and computers. We put markets into the broader context of the industry ecosystems that are converging and changing traditional business models.

About Experian Consumer Research

Experian Consumer Research (ECR) is the home of the Simmons suite of consumer studies which have been The Voice of the American Consumer(TM) for more than 50 years. The Simmons National Consumer Study (NCS) and the Simmons National Hispanic Consumer Study (NHCS) are accredited by the Media Ratings Council (MRC).