CABA Connected Home Council
Connected Home Framework
4.26.05
1
Consumer Segments Based on Technology Adoption
• As noted by Geoffrey Moore in Crossing the Chasm (1991), the initial customer set for new technology products consists
primarily of innovators and early adopters. The innovators or technology enthusiasts are the first to realize the potential in the new
product, but the early adopters or visionaries dominate the buying decisions in the market.
• This graph shows the distribution of consumer segments based on self-identified technology adoption in late-2000 and late-2003.
Despite the influx of new home technology in the interim, the incidence of these consumer segments remains stable.
50%
40%
34%
34%
30%
20%
16%
14%
10%
3%
1%
2%
10%
9%
46%
40%
37%
39%
6%
10%
0%
Innovators
Early Adopters
Early Majority
2003
2000
Late Majority
Laggards
Pop. Est.
2
Internet Home Alliance Consumer Segmentation
Alliance Segmentation Scheme
Electrons
Neutrons
Protons
Nuclei
-
+/-
+
++
Very negative towards
connected home
Very positive towards
connected home
Electrons - Like the negatively-charged particles of an atom, this segment is hostile to the notion of the
connected home.
Neutrons - Just as the name suggests, this segment is largely neutral towards the connected home.
Protons - This segment is mainly positive about the connected home, though not as enthusiastic as the next
and most promising segment.
Nuclei - This segment represents the most likely adopters of the connected home. Like the nucleus of an
atom, they are the positively-charged core market.
The term ‘primary market consumers’ in this report refers to a combination of the two most promising
segments: the Nuclei and Protons. This combined segment represents about 42% of single-family,
owner-occupied households in the US and is profiled in the Appendix.
3
Internet Home Alliance Consumer Segmentation
US Home Ownership, Q4 1998 (US Census)
62.2 million Single-Family, Owner-Occupied Households
Electrons
48%
(29.9 million
households)
Nuclei
17%
(10.6 million
households)
Protons
Neutrons
25%
(15.5 million
households)
10%
(6.2 million
households)
4
Home Networking
Computers & Peripherals Owned
87%
89%
86%
Desktop PC
38%
43%
34%
Laptop
• Ownership of a number of items appears to be correlated with
income. The higher their annual household income, the
greater the likelihood that consumers will own a laptop or
notebook computer, a wireless keyboard, a wireless mouse, a
laser or multi-function
printer, and a home fax machine.
10%
13%
8%
18%
24%
13%
Wireless Keyboard
Wireless Mouse
• Primary market consumers are significantly more likely than
mass market consumers to own any of the computing and
related devices listed, with the exception of a Web or media
tablet.
92%
94%
90%
Printer
72%
77%
69%
Inkjet Printer
21%
23%
20%
23%
26%
21%
29%
33%
26%
35%
39%
32%
24%
27%
21%
Laser Printer
Multi-function Printer
Computer Game
Controller
Fax Machine
Joystick
Total
Prim ary Market
Mass Market
10%
12%
8%
Game Pad
0%
20%
40%
60%
(Total n=1,919; Primary Market n=1,008; Mass Market n=911; Q21)
80%
100%
5
Home Networking
Familiarity with Home Network Concept
Total
12%
23%
42%
• About two-in-three consumers are ‘somewhat’ or ‘very familiar’
with the concept of a home network (65%).
• Primary market consumers are significantly more likely than
mass market consumers to be ‘somewhat’ or ‘very familiar’
with the concept (76% vs. 57%, respectively).
23%
• Consumers aged 25-44-years-old are significantly more likely
than older consumers to be ‘very familiar’ with the concept.
Primary Market 6%
Mass Market
18%
16%
0%
45%
26%
20%
31%
40%
40%
60%
17%
80%
Not At All Familiar
Heard Term
Somewhat Familiar
Very Familiar
(Total n=1,914; Primary Market n=1,008; Mass Market n=907; Q39)
• Familiarity with home networking appears to be correlated with
income as well. Consumers with annual household incomes of
$100,000 or more are significantly more likely than those who
make less than $50,000 to be ‘very familiar’ with the concept.
100%
6
Home Networking
Home Network Ownership
•
About two-in-five single-family, owner-occupied households with Internet access in the U.S. have two or more PCs,
allowing for the possibility of home networking.
•
About 12% of consumers claimed to have a home network, defined for the purposes of this research as “ …a connection
between two or more computers or Internet appliances in order to exchange data across one or more rooms of your
home and/or to share a connection to the Internet or other digital services. Please note that the following connections do
NOT qualify as home networks: connections between a single computer and a printer, even if the devices are in separate
rooms; and connections between one or more computers and portable devices like PDAs, and digital cameras.”
•
This estimated adoption figure comes close to the 10% estimate issued by In-Stat/MDR in February 2003. According to
this firm, home networking gained in popularity among all demographic groups in 2002, jumping 2% from 8% of US
households in 2001.
•
The difference between our estimate and that of In-Stat/MDR is explained, in part, by the fact that our sample consisted
only of single-family, owner-occupied households, while In-Stat/MDR included renters. We would expect a larger share
of home owners than renters to have a home network.
7
Home Networking
Current Ownership
Total
• Home network ownership, while still most popular among
innovators/early adopters, is starting to gain ground among
members of the early majority.
12%
Primary Market
• As might be expected, consumers with broadband at home are
more likely than their dial-up counterparts to have a home
network (25% vs. 3%, respectively).
• Demographically, home network owners are more likely to be
25-54-years-old (with the highest concentration of owners in
the 25-34 age bracket) than 55-years-old or older.
19%
Mass Market
• Two-parent households and couples with children are more
likely than other household types to own a home network. Part
of this correlation is explained by household income. These
households generally have more discretionary income than
singles or single parents.
7%
• Accordingly, households with annual incomes of $50,000 or
more are significantly more likely than those with lower
incomes to own a home network.
0%
20%
40%
60%
80%
100%
* Respondents were provided the following definition of a home network: “By the term ‘home network,’ we mean a connection between two or more computers or Internet appliances in order to
exchange data across one or more rooms of your home and/or to share a connection to the Internet or other digital services. Please note that the following connections do NOT qualify as home
networks: connections between a single computer and a printer, even if the devices are in separate rooms; and connections between one or more computers and portable devices like PDAs
and digital cameras.”
(Total n=440; Primary Market n=310; Mass Market n=157 Q40)
8
Home Networking
Device Part of Home Network
100%
100%
100%
83%
84%
82%
78%
81%
72%
Computer
Printer
Router
50%
50%
51%
Hub
Security System
Stereo
Television
Home
Automation
System
Other
20%
• Males are significantly more likely than females to have
entertainment or household management functions integrated
into their home network. For example, about 16% of males
reported an integrated security system compared to only about
4% of females.
• No other notable significant differences emerged based on
demographics.
11%
10%
12%
8%
8%
7%
5%
5%
6%
3%
5%
0%
1%
2%
0%
0%
• As might be expected given the immaturity of the market, most
home networks consist primarily or solely of basic
components—PCs, routers, hubs and printers.
• Self-described innovators/early adopters are significantly more
likely than members of other technology adoption segments to
have a television connected to their home network, and/or
substantial home automation functions.
40%
60%
80%
100%
Total
Primary Market
Mass Market
(Total n=238; Primary Market n=195; Mass Market n=67; Q42)
9
Home Networking
Main Reasons for Ownership
• Home networking is still driven primarily by practical concerns
rather than an interest in entertainment or home automation
options.
71%
Share Internet
Access Across
PCs
76%
• The desire to share Internet access remains the most popular
reason for establishing a home network.
61%
17%
Share Files
Across PCs
11%
27%
7%
Share Printer
Access Across
PCs
7%
7%
5%
Other
6%
4%
0%
20%
40%
60%
80%
100%
Total
Primary Market
Mass Market
(Total n=238; Primary Market n=195; Mass Market n=67; Q41)
10
Home Networking
Main Reasons Against Ownership
• There is a perceived lack of need among the majority of those
who don’t currently have a home network. This finding
indicates a dearth of compelling bandwidth-hungry applications
and/or the need for further consumer education about the
benefits of home networking.
61%
No Need
47%
70%
17%
24%
11%
Cost
10%
10%
10%
Complexity of
Network Setup
• By the same token, consumers with dial-up are significantly
more likely than those with broadband to report a lack of need
as the main reason they don’t have a home network (66% vs.
52%, respectively)
5%
7%
4%
Uncertainty About
Info. Source
3%
3%
3%
Complexity of
Tech Choices
Other
• Mass market consumers are significantly more likely than
primary market consumers to cite lack of need as the primary
reason they don’t have a home network (69% vs. 44%,
respectively).
• Other concerns, such as associated cost and the apparent
complexity of set-up are relatively marginal issues.
3%
5%
1%
0%
20%
40%
60%
80%
100%
Total
Primary Market
Mass Market
(Total n=481; Primary Market n=255; Mass Market n=227; Q46)
11
Home Networking
Home Networking: Future Opportunities
•
At this point, most home network owners appear content to pursue established home networking activities.
•
The area of home networking that may see the greatest growth is home automation. Only 5% of home network owners
currently access home automation functions via their network, yet 29% have an interest in doing so in the next 12
months.
•
Interest in home automation was followed by interest in an Internet-linked home security system. Only 7% of home
network owners have such a system today and 21% expressed an interest in using one in the next 12 months.
•
Other areas of interest include: recording broadcast TV programs on a PC to watch on a TV or PC at a later time (18%),
viewing PC video on a TV (15%), accessing Internet streaming audio via a stereo system (14%), and accessing PC
applications via an in-home portable device like a tablet PC (12%).
12
Home Networking
Current Uses
Current Uses
90%
92%
87%
Share Internet
Access Across PCs
81%
81%
82%
Share Access to
Peripherals
79%
79%
78%
Share Electronic
Files Across PCs
23%
25%
19%
Listen to PC Music
Files on Stereo
Play Multi-player
Games/Multiple
Devices w/in House
Access Internet
Streaming Audio
via Stereo
10%
10%
9%
0%
20%
7%
8%
4%
Record TV
Programs on PC
6%
9%
1%
Access PC
Applications via Inhome Portable Device
13%
View PC Video
on a TV
Internet-linked
Home Security
Other
40%
5%
7%
3%
Home Automation
22%
27%
10%
11%
7%
9%
12%
4%
Play Online Games
via a Game Console
60%
Total
Primary Market
Mass Market
(Total n=238; Primary Market n=195; Mass Market n=67; Q44)
80%
100%
4%
6%
1%
2%
2%
2%
0%
20%
40%
60%
80%
100%
Total
Primary Market
Mass Market
13
Home Networking
Future Uses
Future Uses
29%
Home Automation
43%
3%
Internet-linked
Home Security
Record Broadcast
TV on PC
21%
32%
1%
18%
27%
1%
View PC
Video on TV
Access Internet
Streaming Audio
via Stereo
Listen to PC Music
Files on a Stereo
15%
20%
9%
10%
7%
Play Multi-player
Games/Multiple Devices
w/in House
8%
11%
3%
Play Online Games
via Game Console
7%
10%
1%
4%
5%
3%
Share Electronic
Files Across PCs
4%
14%
20%
Share Internet
Access Across PCs
2%
2%
3%
13%
18%
Other
1%
2%
0%
12%
18%
Interest in None
3%
4%
Access PC Apps
via an In-Home
Portable Device 0%
0%
Share Access to
Peripherals
55%
42%
81%
20%
40%
60%
Total
Primary Market
Mass Market
(Total n=238; Primary Market n=195; Mass Market n=67; Q44)
80%
100%
0%
20%
40%
60%
80%
100%
Total
Primary Market
Mass Market
14
Home Networking
Main Reason for Adoption
45%
Improving Work
Productivity at
Home
•
Practical, work-related needs continue to be the
primary driver of home network ownership, although
more and more consumers are citing entertainment
and household management needs as rationales. This
trend bodes well for expanding the concept of home
network to include functionality traditionally associated
with consumer electronics and, in the case of household
management, merely mechanical devices.
•
Primary market consumers are significantly more likely
than mass market consumers to cite ‘streamlining routine
household tasks’ as the main reason they’re interested in
setting up a home network (26% vs. 16%, respectively).
•
Consumers with children at home appear to be more
likely than those without children at home to report
that ‘streamlining routine household tasks’ is the most
compelling rationale for setting up a home network.
42%
50%
33%
Expanding
Entertainment
Options
31%
34%
22%
Streamlining
Routine
Household Tasks
26%
16%
0%
20%
40%
60%
80%
100%
Total
Primary Market
Mass Market
(Total n=353; Primary Market n=264; Mass Market n=116; Q52)
15
Home Networking Interests & Options
As part of this study, we asked
consumers to indicate which one of
three types of home networks they
preferred, if any.
The three types we evaluated
consisted of:
Integrated Network
Point-to-point networks--networks
consisting largely of single room,
discrete PC-to-device applications;
Distributed networks—networks
comprised of multi-room, ecosystemoriented applications; and
Integrated networks—networks made
up of multi-room, cross-ecosystem
applications.
Distributed Network
Point-to-Point Network
Each type of network represents
an increasing level of
sophistication. Our working
hypothesis was that primary
market consumers would
gravitate toward distributed and
integrated networks, while mass
market consumers would lean
toward point-to-point networks as
a relatively low-risk means of
enjoying some of the benefits of
home networking.
Primary market consumers did,
indeed, tend to prefer distributed
and integrated networks;
however, mass market
consumers expressed little
interest in any type of network
and those who did were divided in
their preferences.
16
Home Networking Preferences
Overall Appeal by Segments
Mean
Score
4.3
19%
Total
4.4
22%
5.9
36%
3.3
8%
0%
• Among key demographic groups, consumers aged 25-34years-old are significantly more likely than consumers 35years-old and older to rate any type of network highly.
6.4
45%
Mass Market
• High-income consumers—those with annual household
incomes of $125,000 or more—are significantly more likely
than consumers generally to find any of the network types
strongly appealing.
5.8
33%
Primary Market
• As might be expected, mass market consumers expressed
comparatively little interest in any type of home network.
4.2
18%
5%
3.0
6%
3.0
20%
40%
60%
80%
• A plurality of primary market consumers (45%) have a strong
preference for an integrated network over the alternatives.
• Overall, consumers with children living at home appear to be
more likely than those without children to favor an integrated
home network.
100%
Point-to-Point Network
Distributed Network
Integrated Network
(Total n=1914; Primary Market n=1008; Mass Market n=907; Q59/Q60/Q61)
17
Home Networking Preferences
Overall Appeal by
Network Ownership
Mean
Score
37%
6.0
Owner
6.1
16%
4.1
15%
4.0
4.2
19%
0%
20%
• Broadband users are significantly more likely than dial-up
users to find any of the three types of home networks
appealing.
5.9
39%
46%
Non-Owner
• A plurality of current home network owners find the concept of
an integrated home network ‘very appealing.’
40%
60%
80%
100%
Point-to-Point Network
Distributed Network
Integrated Network
(Owner n=238; Non-Owner n=1676; Q59/Q60/Q61)
18
Home Networking Preferences
Likely Adoption by Segments
• Among those interested in one or more types of home
networks, a plurality would most likely adopt a distributed or
integrated home network if cost were not an issue.
2%
Total
• The total addressable market (TAM) for each of the three types
of home networks is small, consistent with the relative
immaturity of the market overall. The TAM represents the
maximum percentage of single-family, owner-occupied
households in the U.S. that would take a strong interest in one
of the three types of home networks. It assumes perfect
awareness and distribution.
3%
5%
2%
Primary Market
6%
Estimated TAM
11%
Segment
Mass Market
Point-to-Point
Network
Distributed
Network
Integrated
Network
1%
Total Market
2%
3%
5%
1%
Primary
Market
2%
6%
11 %
1%
Mass Market
1%
1%
1%
0%
20%
40%
60%
80%
100%
Point-to-Point Network
Distributed Network
Integrated Network
(Total n=1914; Primary Market n=1008; Mass Market n=907; Q62/Q63/Q64)
19
Home Networking Preferences
Likely Adoption by Network Ownership
• Current home network owners tend to prefer the integrated
home network option over the alternatives.
• Consumers without home networks that found one or more of
the home network concepts appealing are more divided than
current home network owners in their preferences.
3%
Owner
5%
13%
2%
Non-Owner
2%
4%
0%
20%
40%
60%
80%
100%
Point-to-Point Network
Distributed Network
Integrated Network
(Owner n=238; Non-Owner n=1676; Q62/Q63/Q64)
20
Home Networking Preferences
Integrated Networks
Main Reason for Adoption
by Segments
38%
37%
Convenience/
Ease of Use
Increased Security
3%
3%
0%
Useful/Sounds
Good
2%
3%
0%
Share
Technology
1%
2%
0%
Increase Productivity
1%
2%
0%
56%
16%
16%
11%
Cutting Edge
Improve Working
from Home
Main Reason for Adoption
by Segments
8%
8%
0%
7%
7%
11%
Remote Access
Appealing
Streamline Current
System
3%
4%
0%
Multiple/Concurrent
Net Connection
Entertainment
3%
4%
0%
Good Replacement
Central Admin/
Device Control
3%
4%
0%
Other
0%
20%
40%
60%
Total
Primary Market
Mass Market
(Total n=165; Primary Market n=192; Mass Market n=9; Q64A)
80%
100%
1%
1%
11%
0%
1%
0%
0%
11%
11%
11%
20%
40%
60%
80%
100%
Total
Primary Market
Mass Market
21
Home Networking Preferences
Integrated Networks
Main Reason for Adoption
by Network Ownership
38%
Convenience/
Ease of Use
2%
27%
Useful/Sounds
Good
10%
Improve Working
from Home
7%
Remote Access
Appealing
7%
Share
Technology
8%
Increase Productivity
7%
Streamline Current 0%
System
Multiple/Concurrent
Net Connection
5%
3%
Entertainment
4%
Increased Security
39%
Cutting Edge
Good Replacement
4%
Central Admin/
Device Control
Main Reason for Adoption
by Network Ownership
6%
4%
1%
1%
1%
0%
2%
0%
2%
0%
1%
Other
2%
0%
3%
15%
20%
40%
60%
Owner
Non-Owner
(Total n=165; Primary Market n=192; Mass Market n=9; Q64A)
80%
100%
0%
20%
40%
60%
80%
100%
Owner
Non-Owner
22
Home Networking Preferences
Integrated Networks
Main Reason Against
Adoption by Segments
49%
51%
44%
Don’t Need/
No Interest
21%
25%
15%
Too
Expensive/Cost
8%
4%
Sounds Too
Complicated
15%
5%
Not Enough
1%
Time/Too Busy
Other Home
Issues
• Among consumers initially interested in an integrated home
network, about half cited a lack of need or interest as their
main reason for saying they wouldn’t ultimately adopt one,
even if price weren’t an issue. As in the case of the distributed
network, this finding points up the limitations of consumers’
current perspectives on home networking. With the possible
exception of the entertainment ecosystem, the three
ecosystems of interest aren’t sufficiently mature enough for
consumers to understand the benefit of connecting them. Our
working hypothesis is that only after the ecosystems,
particularly, the family ecosystem, are firmly established, will
most consumers begin to consider the possibilities inherent in
bridging them.
11%
3%
4%
0%
Current System 2%
Sufficient 1%
4%
Other
0%
12%
12%
11%
20%
40%
60%
80%
100%
Total
Primary Market
Mass Market
(Total n=87; Primary Market n=68; Mass Market n=27; Q64C)
23
Home Networking Preferences
Integrated Networks
Appeal of Hub Devices
by Segments
Mean
Score
73%
Total
6.3
39%
5.3
26%
79%
Primary
Market
5.6
31%
7.6
50%
5.0
23%
4.0
6%
0%
8.5
6.5
43%
Mass Market
8.4
• By far, consumers would prefer to see a home computer or
server as the central ‘brains’ behind an integrated network
over an interactive entertainment system (essentially, a
sophisticated videogame platform) or an advanced set-top box.
20%
40%
60%
80%
100%
Home Computer
Interactive Entertainment System
Set-top Box
(Total n=307; Primary Market n=310; Mass Market n=48; Q75)
24
Home Networking Preferences
Integrated Networks
Maximum Acceptable Costs
$0 - $100
$101 - $200
$201 - $300
$301 - $400
$401 - $500
$501 - $750
$751 - $1,000
$1,001 - $1,250
$1,251 - $1,500
$1,501 - $2,000
$2,001 - $3,000
$3,000+
MEAN
(Q77, * Denotes statistically significant differences.)
Total
Segment
Primary
Market
Mass
Market
(n=307)
(n=310)
(n=48)
16%
7%
10%
4%
14%
7%
15%
2%
6%
7%
5%
7%
$1,226
14%
8%
9%
4%
13%
8% *
15%
2%
5%
8% *
6%
7%
$1,346
25%
4%
15%
2%
21%
2%
17%
2%
6%
2%
0%
4%
$720
• In the final analysis, primary
market consumers are willing to
pay, on average (mean), about
53% more than mass market
consumers for an integrated
network.
• Network sophistication appears to
be correlated with dollar value.
Consumers are willing to pay, on
average (mean), about 43% more
for a distributed network than for a
point-to-point network and about
22% more for an integrated
network than a distributed network.
• This pattern indicates that a fullyfeatured connected home would
generate, on average (mean),
maximum acceptable costs of less
than $1,495.
25
Internet Home Alliance Ecosystem Framework
Home
Career
VoIP
Phone
Distributed Audio
Notebook
Multifunction
Printer
Personal
Internet
PVR/STB
Television
Gaming
Media
Center PC
Home
Theater
Notebook
Hotspots
Home
Video
Cell Phone
Audio
Players
Automotive
Mobile
Gaming
Entertainment
Broadband
Access
Web
Camera
HVAC
Mobile
Web-based
Services
Cellular
Network
Bridge
Security
System
White
Goods
Small
Appliances
Family
26
Family Ecosystem: Consumer Interests
Chores
Chore Interests
Total Market Rank /
Top-3 Box
Primary Market Rank /
Top-3 Box
Paying HH bills
1 (32%)
1 (53%)
Vacuuming
2 (22%)
2 (36%)
Drying Clothes
3 (21%)
3 (36%)
Washing Dishes
4 (20%)
6 (33%)
Washing Clothes
5 (20%)
4 (36%)
Grocery Shopping
6 (19%)
5 (35%)
Learning about Community Events
7 (18%)
9 (30%)
Mowing Lawn
8 (17%)
10 (29%)
Communicating w/HH Members
9 (17%)
8 (31%)
Making Grocery Lists
10 (17%)
7 (33%)
•
Overall interest in streamlining routine household tasks: 19% (total); 36% (primary
market); and 7% (mass market).
27
Family Ecosystem: Consumer Interests
Home Systems
Total Market Rank /
Top-3 Box
Primary Market Rank /
Top-3 Box
HVAC
1 (20%)
1 (40%)
Outdoor Lighting
2 (19%)
2 (36%)
Indoor Lighting
3 (16%)
3 (34%)
Pool/Components
3 (15%)
4 (20%)
In-ground Sprinkler System
5 (12%)
5 (21%)
Indoor Video/ Webcam
6 (9%)
6 (18%)
Outdoor Video/Webcam
7 (9%)
7 (18%)
Home Systems Interests
•
Overall interest in home automation: 15% (total); 34% (primary market); and 2% (mass
market).
•
Mean scores (on scale from ‘0’ to ’10’) for first three home automation options positive
(6.4 to 6.0) among primary market consumers. All others neutral to negative (5.0 or
below).
28
Family Ecosystem: Consumer Interests
Family Calendar Example
Yahoo! Calendar Adoption
• Yahoo! Calendar is a full-featured, Web-based personal
calendar available free of charge to registered Yahoo! users.
With Yahoo! Calendar, you have convenient access to a userfriendly contact and meeting management service anywhere
from any device with a connection to the Internet, including
PCs, PDAs, and mobile phones.
SEGMENTS
Total (n=640)
10%
Primary Market
(n=329)
Mass Market
(n=311)
15%
• Among all of the family ecosystem products/ services tested,
this one garnered the highest estimated take-rate—10%.
6%
NETWORK OWNERSHIP
Owner (n=102)
Non-Owner (n=536)
• Interestingly, 21% of those who indicated they will probably or
definitely use the service reported that they already do so.
13%
9%
• Consumers with children at home appear to be more likely to
adopt this service than those without children at home. For
instance, about 19% of single-parents with children are likely
to use this service compared to only 8% of singles without
children.
NETWORK
SOPHISTICATION
Basic (n=23)
Advanced
(n=43)
Expert
(n=36)
0%
10%
15%
• The most popular rationale for using the service is the fact that
it’s free (37%).
12%
20%
40%
60%
80%
100%
• About one-in-two unlikely users cited they had no interest or
need for the service (50%). Another 35% said they already use
an electronic calendar of some kind. Relatively few mentioned
security as a concern (8%).
(Q87)
29
Career Ecosystem: Consumer Interests
Total Market Rank /
Top-3 Box
Primary Market Rank /
Top-3 Box
Communication: Family/Friends
1 (30%)
1 (44%)
Remote Access: Business Email
2 (28%)
2 (40%)
Remote Access: Co. Files
3 (26%)
3 (36%)
Career Training
4 (22%)
6 (29%)
Scheduling: Family/Friends
5 (21%)
4 (31%)
Com: Colleagues/ Clients
6 (20%)
5 (31%)
Dynamic Commuting
7 (20%)
9 (23%)
Group Collaboration
8 (17%)
7 (27%)
Scheduling: Colleagues/Clients
9 (16%)
8 (24%)
Public Transit ETA
10 (9%)
10 (13%)
Career Interests
• Overall interest in improving work productivity at home: 15% (total); 25% (primary market); and
8% (mass market).
• Overall interest in improving work productivity on the road: 11% (total); 18% (primary market);
and 5% (mass market).
30
Entertainment Ecosystem: Consumer Interests
Media Interests
Total Market Rank / Top-3
Box
Primary Market Rank /
Top-3 Box
Broadcast TV
1 (40%)
1 (51%)
Theatrical Movies
2 (31%)
2 (42%)
Recorded Music
3 (30%)
3 (35%)
Personal Home Photos
4 (23%)
6 (28%)
Radio Broadcast Music
5 (22%)
4 (26%)
Personal/Home Video
6 (16%)
5 (20%)
Radio Broadcast Talk
7 (15%)
9 (15%)
Books on Tape
8 (12%)
7 (14%)
Console Games
9 (9%)
8 (14%)
Online Games
10 (6%)
10 (8%)
Media Interests
• Overall interest in home media entertainment: 30% (total); 46% (primary market); and 19%
(mass market).
31
Consumer Opportunities
Career
Automobile
Server
Application
Sharing
WiFi
Phones
2007
2005
Appliance
Monitoring
Wireless
LAN
Live
Distance
Learning
Internet
Enhanced
Education
Smart
Appliance
Inventory
Mngmnt
2003
Classroom Blackberry
Training
Security
System
Lighting
Control
HVAC
Program.
Thermostat
Energy
Management
Mobile
Players
Metabolism
Monitoring
Personalized
Medication
Movie
Downloads
Music
Subscriptions
Media
Music
Downloads Bridges
Online PC
Gaming
Communicating
Thermostat
VOD
PVRs
Gaming
Consoles
Health
Advice
Digital
TVs
DVD
P2P
PC
Office
Visits
HDTV
Home
Theater
Big
Screen
TV
Appliances
Security
Monitoring
Video
Conferencing
VoIP
Web
Telematics
Conferencing
Instant
CBT
Messaging
Training
Online
Grocers
RFID
Tagging
Mealtime
Voice
Office
Dynamic
Routing
Online
Gaming
Home Media
Server
Network
PVR
Home
Jukebox
Network
Music
Library
Telemedicine
32