Parks Associates - Households on the Move

	PRIMARY RESEARCH Multiclients Global Research Digital Forecasts Digital Photo Frame CE Purchases: Quarterly Monitor Focus Groups
	INDUSTRY REPORTS
	Fast Facts
	SERVICES
	Analyst Blog
	METHODOLOGY
	FREE DATA White Papers Presentations Glossary
	PARKS POINTS
	CONTACT US
	Site Map

Households on the Move
A multiclient FROM PARKS ASSOCIATES
By John Barrett, Director of Research, and Yilan Jiang, Research Analyst	Publish Date: Jan 07
SYNOPSIS
Households on the Move provides an in-depth understanding of how moving impacts purchasing decisions for consumer electronics and subscriptions to communication and entertainment services. The project features data and analysis from a survey of over 3,000 U.S. households. A unique quantification of digital lifestyle purchases by households that have moved or are planning to move Fifteen million households move every year. The U.S. Census Bureau can tell us who is moving, why, and where but not what digital systems and services these households on the move purchase. Survey Design A survey of 3,000 U.S. Internet users, employing a stratified random sample to ensure statistical significance. Strategic Issues Examined The impact of residence changes on churn for video and Internet services Churn patterns, i.e., whether HHs upgrade or downgrade as a result of churning, adopting/dropping value added services such as DVRs, VOD, premium channels, migration from dial-up to broadband service HHs that switch from one service provider to a competitor Comparison of churn patterns and VAS adoption between the major video service providers The role of movers in the market for electronics purchases Key Findings Twenty-five percent of all Internet and video service subscribers have moved in the past 18 months. A similar number expect to move over the next 12 months. Only 6% of all video service subscribers voluntarily (i.e., without moving) changed service providers in the past 18 months. Among Internet subscribers, 16% voluntarily churned. Less than 5% of all video service subscribers plan to voluntarily churn over the next 12 months. Just 3% of broadband subscribers plan to voluntarily churn. Among Internet subscribers that have moved in the past 18 months, only 67% had Internet service at their previous residence. Among those expecting to move within the next 12 months, only 71% intend to subscribe to Internet access at their new residence. Five to ten percent of all households that anticipate moving over the next 12 months expect to have an HD or multiroom DVR with their next video service. For 45% of all households on the move, a telco was the first provider they called to arrange services for their new home. Forty-two percent of households planning to move are high intenders for a bundled service package. DishNetwork has the highest penetration (19%) of multiroom DVRs among all of the major video service providers. Charter Cable has the lowest (1%). Over one-third of all high intenders for an LCD TV anticipate moving within the next 12 months. Download PDF of Table of Contents \| More Information NEWS: Fifteen million U.S. households move annually, offering a prime market for entertainment, security, and control systems; Households on the Move More Likely to Buy Consumer Electronics; Moving Households key to Telco Success in Video Services
Deliverables
Raw Data Survey Results Format: SPSS Format The Bottom Line and Resource Book, Survey Results Format: PowerPoint Executive Summary Format: Word/PDF Banner Tabs Format: PDF
CONTENTS
Executive Summary Table of Contents 1.0 Notes on Methodology 1.1 Consumer Data 1.2 Definitions 1.3 Results & Outliers 2.0 Overview & General Trends 2.1 Video Services 2.2 Internet Services 2.3 Electronics Products 3.0 Moving & Churning: Video Services 3.1 Previous Changes to Video Service 3.2 Expected Changes in Video Service 3.3 Churn Among Non-Moving Households 3.4 Competitive Churning 4.0 Moving and Churning: Internet Services 4.1 Previous Changes to Internet service 4.2 Expected Changes in Internet Service 4.3 Competitive Churning 5.0 Comparing Video Service Providers 6.0 Implications & Action Items List of Figures Movers vs. Non-Movers Moving & Churning Before & After: Changes in Video Service Before & After: Changes in Video Service Features Before & After: Changes in Type of DVR Intent to Move and Subscription Services Moving and Subscription Services Before & After: Changes in Internet Service Movers as % of all Purchasers Movers as a % of all High Intenders Previous Change in Video Service Cable TV Coverage & Competitive Churning Type of Housing by Video Service Video Service Penetration Among Movers Expected Change in Video Service Bundled Service Offerings The Importance of a Bundled Service Package Among Users First Service Call First Company Called After Moving & Current Services Important Factors in Choosing Video Provider TV Purchase & Voluntary Video Service Churn Competitive Video Service Churn Previous Change in Internet Service Moved HHs & Internet Services Expected Change in Internet Service Competitive Internet Service Churn Important Factors in Choosing Internet Provider Previous Changes in Video Service by Provider Penetration of Video Service Features by Provider Penetration of DVR Types by Provider Anticipated Change in Video Service by Provider The Bottom Line Table of Contents Notes on Methodology Consumer Data Definitions Charts & Statistical Information Overview of Trends Key Takeaways Changes in Residence Moving & Churning Voluntary Changes in Service Provider Moving and Subscription Services Intent to Move and Subscription Services Before & After: Changes in Video Service Type of Housing by Video Service Before & After: Changes in Video Service Features Before & After: Changes in Type of DVR Before & After: Changes in Internet Service Moving & Churning: Video Service Key Takeaways Expected Change in Video Service Previous Change in Video Service Changes among Video Service Subscribers: Previous vs. Current Service Moved HHs & Video Services Competitive Video Service Churn Cable TV Coverage & Competitive Churning Features for Video Service Important Factors in Choosing Video Provider TV Purchase & Voluntary Video Service Churn Service Arrangement Service Arrangement: Before vs. After Moving First Company Called After Moving & Current Services Intention for Bundled Service The Importance of a Bundled Service Package Among Movers Anticipated Telephone Service Provider Moving & Churning: Internet Services Key Takeaways Expected Change in Internet Service Previous Change in Internet Service Anticipated Internet Access Changes Among Internet Service Subscribers: Previous vs. Current Service Moved HHs & Internet Services Competitive Internet Service Churn Features for Internet Service Important Factors in Choosing Internet Provider Service Provider Comparisons Key Takeaways Previous Changes in Video Service by Provider Anticipated Change in Video Service, by Provider Penetration of Video Service Features by Provider Penetration of DVR Types by Provider Moving & Product Purchase Decisions Key Takeaways Product Purchase: Electronic Devices Product Purchase: Televisions Product Purchase: Portable Electronic Devices Movers as a Percentage of all Purchasers Intent to Purchase: Electronic Devices Intent to Purchase: Portable Electronic Devices Intent to Purchase: Televisions Movers as a Percentage of all High Intenders Profiles Key Takeaways Changes in Internet Access After Move by Age Group Changes in Internet Access After Move by Gender Changes in Internet Access After Move by Education Changes in Internet Access After Move by Income Level Changes in Internet Access After Move by Marital Status Changes in Internet Access After Move by Number of People Under 18 Non-Mover Household Churn & Intent by Age Group Non-Mover Household Churn & Intent by Age Group Non-Mover Household Churn & Intent by Gender Non-Mover Household Churn & Intent by Education Non-Mover Household Churn & Intent by Income Non-Mover Household Churn & Intent by Marital Status Non-Mover Household Churn & Intent by Number of People Over 18 Non-Mover Household Churn & Intent by Number of People Under 18 Household Changes by Age Household Changes by Gender Household Changes by Education Household Changes by Income Level Household Changes by Marital Status Household Changes by Number of Adults Over 18 Household Changes by Number of Adults Under 18 Resource Book Table of Contents Highlights of Initial Findings Notes on Methodology Consumer Data Definitions Charts & Statistical Information Section A: Screening & Profiling Questions Role in Decision-Making Computer Ownership Internet Access Section B: Household Changes Screening and Adoption Highlights Type of Residence Household Ownership Home Value Time Spent Living in Current Home Home System Adoption Existing Home Systems Previous Home Ownership Previous Home Value Move Intention Next Residence: Own vs. Rent Value of Next Residence Section C: Services Service Highlights—Moving Households Service Highlights—Overall Churn Service Highlights—General Trends Availability of Cable TV Service Service Subscription Premium Video Service Subscription DVR Adoption Premium TV Channel Subscription Video Service Provider Features for Video Service Features for Internet Service Land-line Telephone Service Provider Intention for Switching Service Provider Switch Service Provider Reason for Switching Video Provider Change in Video Service Previous Video Service: Premium Video Previous Video Service: DVR Ownership Previous Internet Service Reason for Switching Internet Provider Previous Telephone Service Provider Service Arrangement Service Arrangement: Before vs. After Moving Availability of Cable TV Service at Previous Home Service Subscription for Previous Residence Features with Previous Video Service DVR Ownership for Previous Home Internet Service for Previous Home Telephone SP for Previous Home Service Intention Anticipated Premium Video Service Anticipated DVR Adoption Anticipated Internet Access Anticipated Telephone Service Provider Intention for Bundled Service Section D: Products Screening and Adoption Highlights TV Adoption Electronic Product: Purchased Recently Portable Device: Purchased Recently Brand of Portable Music Player Video MP3 Player Adoption TVs: Purchased Recently Purchase Intention Portable Device Purchase Intention TV Purchase Intention Section E: Demographics & Technographics Gender Age Education Household Income Race Marital Status Adults in Household Household Members Under 18
ATTRIBUTES
Authored by John Barrett and Yilan Jiang Executive Editor: Tricia Parks Published by Parks Associates © February 2007 Parks Associates Dallas, Texas 75230 All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. Printed in the United States of America.
INTERESTED IN THIS REPORT?
Contact sales@parksassociates.com
Subscribe to PARKS POINTS \| View FAST FACTS © 1998-2008 Parks Associates. All rights reserved \| CONTACT PARKS 1-800-PARKS11 or 972-490-1113 Design: FigDesign \| Browse Parks Associates Industry Reports

	HOME		ABOUT US		INDUSTRY REPORTS & SERVICES		PRESS ROOM		EVENTS
..

		Search parksassociates.com: