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Karl Marx Be Damned, Home Networking is the Playground of the Rich Print E-mail

Scottsdale Az, August 12, 2008— In 2007, four of every 10 US home networks were installed in upper class homes, according to MultiMedia Intelligence. In fact, 15% of media home networks existed in homes of the top 5% of income.  

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Initially, home networking was the play toy of the techno geeks.  However, higher income early adopters are finding home networks are a vital part of their connected home.  By 2012, home networks migrate more heavily to upper middle class homes, moving media home networks closer to the main stream.

"The correlation of media home network installations and household income is uncanny," according to Rick Sizemore, President of MultiMedia Intelligence.  "Nearly all other demographic factors pale by comparison.  There is one other key characteristic of the home network consumer: They have kids."

MultiMedia Intelligence also found that: 

1. Broadband subscriber households have a much higher propensity to adopt  home networks.

2. There is a strong penetration of home networking in metropolitan and suburban households, particularly on the Eastern and Western coasts.

3. Age levels are less of a factor than other characteristics in home network adoption, except among older households.

4. Asian households have a higher than average adoption for home networking and Internet video.  However, the effect on the market is constrained by a lower overall number of households.  Hispanics have also demonstrated strong adoption and households are growing rapidly.

5. The consumer characteristics of computing-based home network owners, combined with Internet video usage, provides a strong indication of the target consumer for next-generation, video-centric media home networks.

 

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 the Experian’s Simmons National Consumer data on 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

This e-mail address is being protected from spambots, you need JavaScript enabled to view it .

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).