Upper Middle Class Households Targeted for Internet-Connected TV Devices
July 16, 2008
Scottsdale, AZ -- The target connected digital living room consumer
household has household income between $100,000 and $150,000, according
to recent research by MultiMedia Intelligence. These upper middle class
households would ideally have children and be located in a metropolitan
area on the East or West Coast.
Based on a sample of over 25,000 respondents with English and Spanish
speaking adults in the US, the research asserts that targeting specific
consumer household characteristics is a key success factor among
companies targeting the Internet-connected digital living room. Current
consumers with home networks and consumers using Internet-based video
provide tremendous insights into the target consumer segments for
next-generation connected consumer electronics devices.
The age of Internet video and music is here. However, nearly all
Internet media is still the domain of PCs. "Some consumer segments,
such as youth and early adopters, see the PC as an acceptable platform
for media consumption," according to Mark Kirstein, president of
MultiMedia Intelligence. "However, a much broader market becomes
available when Internet video and music can reach the
entertainment-centric platforms of connected TVs, DVD players, set top
boxes, video game consoles, and audio equipment."
MultiMedia Intelligence also found that:
-- Companies are making an effort to bridge Internet content to
the TV. Apple, Netflix, Amazon and Vudu are among the
companies combining online digital media services with
dedicated digital media adapters to bridge the Internet into
the connected living room. These digital media adapters, along
with a variety of Internet-enabled consumer electronics, will
build upon the existing base of computing-centric home
networks to establish a media-driven connected home.
-- Older households, those with a head of household age of 60 to
69, are among the fastest growing segments adopting data home
networking. The number of US households in this category saw a
compound annual growth rate of 29% between 2004 and 2007.
-- Growth in notebook computing has become a major catalyst for
data-centric home networking. Consumers who access the
Internet from home with notebook PCs are more than twice as
likely to have a home network than the average household.
The research, "The Connected Home: Identifying the Target Consumer for
Internet-Connected TV Devices and Home Networks" characterizes the
target consumer for Internet-connected consumer electronics by
analyzing U.S. consumer households with home networking and those using
TV-quality Internet video. 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
-- Forecasts of US shipments of Internet Protocol (IP)-enabled
consumer electronics devices by type.
-- Consumer primary data characterizing the demographic and
psychographic profile of consumer households with a computing
-- Correlations with characteristics such as broadband use,
multiple PC ownership, notebook PC ownership, and use of other
The report combines industry research with consumer research to provide unique segmentation, market sizing and forecasts.
This research is a result of MultiMedia Intelligence's strategic
partnership with Experian. The partnership combines MultiMedia
Intelligence's vast industry expertise, market sizing and forecasting
models and databases with Experian's in-depth data on consumer
behavior, psychographics, lifestyles, opinions and attitudes. 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.