SCOTTSDALE, Ariz., September 30, 2008â€” Among the top designated marketing areas (DMAs), San Francisco, Miami and Los Angeles are the most connected cities, based on home networking adoption, according to new research from MultiMedia Intelligence. A wired or wireless home network allows consumers to connect multiple PCs and printers, and to share Internet access among computers.
"Our research identified significant variations among major metropolitan areas." said Mark Kirstein, President of MultiMedia Intelligence. "San Francisco has the highest household home networking adoption rate of 28% among the top DMAs. In contrast, the San Antonio, Chicago and Cleveland DMAs have among the lowest home networking adoption. This reflects, in part, the varying regional demographics."
Source: MultiMedia Intelligence/Experian Consumer Research
MultiMedia Intelligence also found that:
Home networking adoption correlates directly with household income. Households with income above $250,000 have an adoption rate exceeding 40%, while only 7% of households with incomes below $25,000 have home networks.
Home networking adoption among older households, those with a head of household age of 60 to 69, is below the overall average but represents among the fastest growing segments adopting data home networking.
- An overall computing trend towards 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 as the average household to have a home network.
"The report, The Connected Home: Identifying the Target Consumer for Internet-Connected TV Devices and Home Networksâ€, characterizes the target consumer for Internet-connected consumer electronics by analyzing US consumer households with home networking and those using TV-quality Internet video.Â 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.Â
Forecasts of US shipments of Internet Protocol (IP)-enabled consumer electronics devices by type.Â
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.Â
The report combines industry research with consumer research to provide unique segmentation, market sizing and forecasts.
This research results from MultiMedia Intelligence's strategic partnership with Experian. The partnership combines MultiMedia Intelligence's vast industry expertise, market sizing, forecasting models and databases with the Experianâ€™s Simmons National Consumer data on behavior, psychographics, lifestyles, opinions and attitudes.Â 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.Â
For more information, visit www.MultiMediaIntelligence.com or contact
Â 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.Â Â 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).