Thursday, August 25, 2005
Turning Off the TV:
"Published: August 24, 2005
(After September 01, 2005, this article will only be available to eStat Database subscribers.)
'Click!' used to signify that, somewhere, someone was turning on a television set. Today, to more and more people, it means touching a mouse to hyperlink between Web pages.
According to Forrester Research's report, 'The State Of Consumers And Technology: Benchmark 2005,' the adoption of consumer electronics and Internet access will continue to see significant growth through the end of the decade. By 2010, 62% of US households will have broadband access to the Internet, 53% will own a laptop and 37% will use a digital video recorder (DVR) to gain control over how and when they watch TV.
Forrester found that in 2004, 39.5 million US households shopped online — 3.5 million more than in 2003 — and broadband, laptop and home networking adoption will help drive online research and purchasing to more than 55 million households by 2010.
eMarketer projects that broadband penetration for all households (not just online households) will grow from 23.1% in 2003 to 56.3% in 2008.
The new technologies are already changing consumer behavior. And the better the technology, the faster the change.
The Forrester survey, of nearly 69,000 people in the US and Canada, found that broadband Internet users watch just 12 hours of TV per week, compared with 14 hours for those who are offline. Those using a dial-up connection watch 12.5 hours of TV.
The study concluded that in the competition for consumers' time, the biggest loser is television. While newspapers and magazines will also suffer somewhat from Internet competition, radio and video games will not.
For more information on broadband around the globe, consult one or all of eMarketer's five new broadband reports: Latin America Broadband, Asia/Pacific Broadband, Europe Broadband, North America Broadband and Broadband Usage & Demographics."
"Published: August 24, 2005
(After September 01, 2005, this article will only be available to eStat Database subscribers.)
'Click!' used to signify that, somewhere, someone was turning on a television set. Today, to more and more people, it means touching a mouse to hyperlink between Web pages.
According to Forrester Research's report, 'The State Of Consumers And Technology: Benchmark 2005,' the adoption of consumer electronics and Internet access will continue to see significant growth through the end of the decade. By 2010, 62% of US households will have broadband access to the Internet, 53% will own a laptop and 37% will use a digital video recorder (DVR) to gain control over how and when they watch TV.
Forrester found that in 2004, 39.5 million US households shopped online — 3.5 million more than in 2003 — and broadband, laptop and home networking adoption will help drive online research and purchasing to more than 55 million households by 2010.
eMarketer projects that broadband penetration for all households (not just online households) will grow from 23.1% in 2003 to 56.3% in 2008.
The new technologies are already changing consumer behavior. And the better the technology, the faster the change.
The Forrester survey, of nearly 69,000 people in the US and Canada, found that broadband Internet users watch just 12 hours of TV per week, compared with 14 hours for those who are offline. Those using a dial-up connection watch 12.5 hours of TV.
The study concluded that in the competition for consumers' time, the biggest loser is television. While newspapers and magazines will also suffer somewhat from Internet competition, radio and video games will not.
For more information on broadband around the globe, consult one or all of eMarketer's five new broadband reports: Latin America Broadband, Asia/Pacific Broadband, Europe Broadband, North America Broadband and Broadband Usage & Demographics."
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