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1.0 Executive Summary
1.1 Background and Format of the Study
1.2 Top-Line Results
1.2.1 Demographics of the Multi-PC Household
1.2.2 PCs in the Home
1.2.3 Attitudes Toward Technology: Ownership of
Household Technologies and Multiple-PCs
1.2.4 Internet Access in the Multi-PC Household
1.2.5 Modem Speed and Interest in High-Speed
Internet Service
1.2.6 The Home Network
1.2.7 Likelihood of Adopting a Home Network
1.2.8 Top Uses for a Home Network/The Internet
Appliance
1.2.9 Where Consumers Seek Information
1.3 Conclusions Drawn From the Survey
1.3.1 The Target Markets
1.3.2 Marketing to the Multiple-PC Household
2.0 The Sample
2.1 Data Collection
2.2 Characteristics of the Sample
2.2.1 Characteristics of the Sample: Age
2.2.2 Characteristics of the Sample: Number of
Children at Home
2.2.3 Characteristics of the Sample: Household
Income
2.2.4 Characteristics of the Sample:
Occupations
2.2.5 Characteristics of the Sample:
Work-At-Home Status
2.2.6 Characteristics of the Sample: Type of
Residence
2.2.7 Characteristics of the Sample: Second
Home Ownership
2.3 Product Penetration in Multiple-PC Households
2.3.1 Product Penetration in Multiple-PC
Households by Household Type (1)
2.3.2 Product Penetration in Multiple-PC
Households by Household Type (2)
2.3.3 Product Penetration in Multiple-PC
Households (3)
3.0 Consumers and Their Attitudes Toward Technology
3.1 Key Findings
3.2 How Members of Multiple-PC Households Were Segmented
3.3 Results of the Cluster Analysis: Segmenting Consumers by Their
Relationships with
Technology
3.4 Segment Demographics
3.4.1 Segment Demographics: Income Distribution
3.4.2 Segment Demographics: Occupations
3.4.3 Segment Demographics: Gender
3.5 Attitudes Measured by Ownership of Products
3.5.1 Attitudes by Numbers or Product/Services
In Household
3.5.2 Attitudes by Ownership Mix from No PCs
and No Home Theater to Multiple PCs and
Home Theater
3.5.3 Attitudes by Ownership in Regard to No-PC
Households
3.5.4 Attitudes By Product Ownership in
Households With Multiple PCs
3.6 Marketing Implications from Attitude and Ownership
4.0 Ownership and Usage of Computers
4.1 Key Findings
4.2 Motivation for Second PC Purchase
4.2.1 Motivation for Second PC Purchase:
Children
4.2.2 Motivation for Second PC Purchase:
Work-At-Home
4.2.3 Motivation for Second PC Purchase
According to Attitudinal Survey
4.3 When Households First Acquired a Second PC
4.4 Relative Importance of Three Aspects of PC Performance
4.5 Number and Type of Computers in the Household
4.6 Location of Computers in the Home
4.7 Time Spent on Home Computers
4.8 Common Computer Activities
4.8.1 Common Computer Activities Overall and
According to Gender
4.8.2 Common Computer Activities According to
Age of Respondents
4.9 Children’s Use of Computers
5.0 Multiple-PC Households and the Internet
5.1 Internet Access
5.1.1 Modem Speed
5.1.2 Comparing Internet Access in Multiple-PC
Versus Single-PC Households
5.1.3 Number of Paid Internet Subscriptions per
Household per Number of PCs
5.1.4 Online Provider
5.1.5 Average Monthly Payment By Online
Provider
5.1.6 Popular Internet Activities Among
Multi-PC Households
5.1.7 Popular Internet Activities by Age
5.1.8 Popular Internet Activities by Household
Income
5.1.9 Popular Internet Activities by
Work-At-Home Status
5.1.10 Web Sites Visited Most Often in
Multiple-PC Households
5.1.11 Most Popular Internet Activities in
Multi-PC Households by Modem Speed
5.1.12 The Appeal of the "Free PC"
Marketing Model
5.1.13 High-Speed Services in Multi-PC
Households
5.1.14 Interest in High-Speed Services in
Multi-PC Households
5.1.15 Interest in High-Speed Services Based on
Online Activity in Multi-PC Households
5.1.16 Interest in High-Speed Service:
Household Income and Work-At-Home Status
5.1.17 The Amount Respondents Are Willing To
Pay For High-Speed Services
5.1.18 Respondents Interested in High-Speed
Services Based on Spousal Online Activity
5.2 Game Console Ownership in Multi-PC Households
5.2.1 Game Console Ownership and Perceived
Usefulness of PC-Based Home Control
5.2.2 Location of the Game Console(s) in
Multi-PC Households
5.2.3 Comparison Between Number of Computers
and Game Console Ownership
5.2.4 Game Console Ownership Compared To PC
Gaming Among Respondents
6.0 Internet Appliances
6.1 Familiarity Compared to Perceived Value of Non-PC-Based Internet
Devices
6.2 Usefulness of Internet Access Through a Television
6.2.1 Usefulness of Internet Access Via the
Television According to Level of PC Use
6.2.2 Usefulness of Internet Access Via the
Television According to Work-At-Home Status
6.2.3 Usefulness of Internet Access Via the
Television by Game Console Ownership
6.3 Awareness and Usefulness of Internet Access Via a Mobile Phone
6.4 Usefulness of Internet Access Via a Mobile Phone
6.4.1 Usefulness of Internet Access Via a
Mobile Phone According to Level of PC Usage
6.4.2 Usefulness of Internet Access Via a
Mobile Phone According to Work-At-Home Status
6.4.3 The Amount Respondents are Willing to Pay
for Internet Access Via Mobile Phone
6.4.4 Comparing What Respondents Pay for Home
Internet Account and What They Would
Pay for Internet Access Via a Mobile Phone
6.5 Awareness of Internet Access Through a Kitchen Appliance
6.5.1 Awareness of Internet Access Via a
Kitchen Appliance by Gender
6.5.2 Usefulness of Internet Access Via a
Kitchen Appliance
6.6 Usefulness of Portable Device Dedicated to Internet Access
6.6.1 Amount Respondents are Willing to Pay for
Dedicated Internet Access Device
7.0 The Home Network
7.1 Penetration and Top Applications for the Computer Network
7.2 A Comparison Between Networked and Non-Networked Homes
7.2.1 Household Income of Networked vs.
Non-Networked Homes
7.2.2 Time Spent on the PC and the Likelihood
to Have a Computer Network
7.2.3 Spouse’s Time Spent on PC and the
Likelihood to Have a Network
7.2.4 Work-At-Home Status of Networked vs.
Non-Networked Homes
7.2.5 Modem Speed of Networked and
Non-Networked Homes
7.2.6 Most Desirable Type of Networking:
Networked vs. Non-Networked Homes
7.2.7 Second-Most Desirable Type of Networking:
Networked vs. Non-Networked Homes
7.2.8 Top Application for a Computer Network:
Networked vs. Non-Networked Homes
7.2.9 Second-Most Preferred Application for a
Computer Network: Networked vs.
Non-Networked Homes
7.3 Households With a LAN
7.3.1 Type of Network Installed
7.3.2 Type of Network Installed by Household
Income
7.3.3 Type of Network Installed Compared to
Time Since Household First Became Multi-PC
7.3.4 Initial Reasons for Networking
7.3.5 Initial Reasons for Networking:
Work-At-Home Households vs. All Others
7.3.6 Initial Reasons for Networking:
Full-Time, Self-Employed Work-At-Homers
7.4 The Potential Network Market (Non-Networked Homes)
7.4.1 Likelihood of Computer Network Adoption
7.4.2 Barriers to Network Adoption
7.4.3 Barriers to Network Adoption: By
Household Income
7.5 PC-Based Home Control
7.5.1 Perceived Usefulness of PC-Based
Appliance and Entertainment Control
7.5.2 Perceived Usefulness by Household Income
7.5.3 Perceived Usefulness by Work-At-Home
Status
7.5.4 Likelihood of Adoption at Given Price
Points
7.5.5 Likelihood of Adoption by Household
Income (Price Between $250 and $350)
7.5.6 Likelihood of Adoption by Household
Income (Price Between $350 and $450)
7.6 Structured Wiring
7.6.1 Awareness of Structured Wiring:
Multiple-PC Households vs. All Others
7.6.2 Presence of Structured Wiring in
Multiple-PC Households
8.0 Reaching the Multiple-PC Household
8.1 Key Findings and Marketing Implications
8.2 Top Sources for Product Information
8.2.1 Top Sources for Product Information:
Computer and Entertainment Products
8.2.2 Top Sources for Product Information by
Gender
8.2.3 Top Sources for Product Information by
Age
8.3 Most Widely-Read Magazines
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