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Builders Shopping for New Products to Differentiate
Their Homes
More than 60% of builders are looking for new products and
capabilities, and 26% have a dedicated resource to evaluate new technology
Today’s home builders seek to include at least some advanced technology
in their homes, according to 2004 Builder Survey, a new survey of
400 U.S. builders conducted by Parks Associates. Programmable thermostats,
security systems, and zoned HVAC systems top the list of most frequently
offered products, and over two-thirds of the builders surveyed offer
computer networking, structured wiring, and central vacuum systems with
their homes.
“As was reported by The Wall Street Journal (Dec. 7, 2004),
builders are well into a new era in home building that encompasses much
more than lumber, bricks, and granite countertops,” said
Bill
Ablondi, director of channel research for Parks Associates. “Our
research affirms this finding, indicating that over one-fourth of builders
have employees actively evaluating new technologies for their potential
both to boost sales and serve as differentiators. New technologies such as
home networking offer great opportunities for manufacturers to get in on
the ground floor of the digital-home trend.”
In the Parks Associates survey, builders rate, with all basic
considerations equal, which amenities make a difference in selling a
house. They rank a large kitchen, a spacious master bath, and
architectural elements the highest, with security systems and computer
networking following and ranking significantly higher than a finished
basement or a separate media room. Multiroom audio scores on a par with a
separate playroom and significantly higher than a pool.
“For some time now, builders have been adding systems that enhance the
digital infrastructure in their homes,” said
Tricia Parks,
president of Parks Associates. “It began with structured wiring and
entertainment systems and has now blossomed to take advantage of the
growing adoption of broadband Internet access. Consumers are beginning to
expect their new homes will not only be wired for communications and
entertainment but also will include some of the basic hardware. A few
decades ago washers and dryers became standard. Now multiroom sound
systems, computer networking, and home theaters are becoming must-have
appliances.”
The study probes why builders offer, or don’t offer, various products,
as well as who they use to install the systems and if they are willing to
partner with other firms, such as cable TV operators or utilities, to
offer these systems. In addition, builders assess the additional value
home buyers place on homes with structured wiring, security systems, and
various entertainment system configurations.
Parks Associates’ 2004 Builder Study also explores the factors
that builders consider when selecting suppliers of non-structural products
such as appliances and electronics. Name, reputation of company, and
product quality outweigh pricing as top reasons builders select specific
manufacturers’ products.
For information about Parks Associates’ 2004 Builder Survey,
visit
http://www.parksassociates.com or call 972-490-1113.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates hosts executive thought
leadership conferences CONNECTIONS™, with support from the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
http://www.parksassociates.com |
http://www.connectionsconference.com |
http://www.connectionseurope.com
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http://www.connectionsindustryinsights.com
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