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Consumer Electronics Convergence & Usage Whole View
A Technology User Profile Focus Edition |
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The view from the couch |
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Overview |
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Convergence has been a buzzword for
years, and for good reason. No single service or device holds a
monopoly, as the imbalance continues between single-function best of
breed and integrated all-in-one solutions. Technology developers and
marketers continue to learn – the hard way – that there is no silver
bullet. Users continue to evolve and express their fickle behavior,
hopping and skipping between devices and platforms. The reality is that
while some users settle into molasses-like intertia, holding onto faded
technology, others quickly abandon the old for the newest. This happens
regardless of the merits of an offering (as lauded by experts), rational
attractiveness (objective ratios of cost effectiveness or price parity),
or size and edgy sparkle of the marketing campaigns (many dollars get
flushed down the Superbowl). |
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Benefits |
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This study uniquely looks from the
user’s perspective. Sure, lots of product-focused research examines the
potential of a technology like some compelling science fiction, or
narrowly examining technology as if no other options exist for
consumers. Instead, this study reveals users as they
really are – stuck in old
technology or using the latest, frustrated or excited, open or
resistant, experienced and expert or new and clueless. |
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To provide a full view, this study has
technology users profile a wide range of products and services they use to bring
entertainment into their homes and lives. It also goes well beyond
techie enthusiasts to also include regular pedestrian consumers for a
solid, real-world view. It will address questions such as:
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- How do users migrate from one
device to another? What are the triggers? Where is the resistance to
change?
- What are the clusters of
combinations of consumer electronics products
that key segments own and use?
What is the blend used most by each major segment?
- What is the size
and description of the segment
that adopts new technology fastest compared with laggards? Is the
leader-laggard curve still valid when there are multiple converging
products, or are segments different for certain product and service
technologies?
- What is the ecosystem for users to
manage their devices and content? What are the connections (and
disconnects) between digital and traditional solutions?
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Areas Covered |
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- Demographics, lifestyle,
attitudes, proactivity/passivity
- Activities & applications: music,
TV/movies/videos, images, gaming, entertainment
- Platforms, platform shifts
- Devices: TV, HDTV, flat panels,
desktop/mobile PCs, players, DVR/PVR, set-top, game systems
- Connections: Internet connections,
storage & memory media, sneakernet, emailnet, home networks •
Locations: rooms of the house, automobiles, workplaces
- Attitudes
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Benefits of
Technology User Profile Focus Editions |
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Technology User
Profile Focus Editions are based on the Technology
User Profile (TUP) approach of representative research, not
convenience samples. TUP is steeped in technology history, and has been
conducted continuously since 1983. TUP’s coverage is broad, spanning
many technology products and services as well as user segments. For more
information about Technology User Profile, please visit
the TUP
Overview |
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Consumer Electronics Convergence & Usage Whole View
A Technology User Profile Focus Edition |
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The view from the couch |
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