Twenty-nine percent of all U.S. households (31 million homes) do not have Internet access and do not intend to subscribe to an Internet service over the next 12 months, according to Parks Associates’ National Technology Scan. This nationwide project, now in its second year, found the main professed cause for non-subscribers is not economic but a low perceived value of the Internet. Forty-four percent of these households say they are not interested in anything on the Internet, and just 22% say they cannot afford a computer or the cost of Internet service.
National Technology Scan also found that in 2006, broadband penetration increased from 42% to 52%, with roughly one-half of new subscribers being converted dial-up users and the other half households that previously had no access. “The industry continues to chip away at the core of non-subscribers but has a ways to go,” said John Barrett, director of research at Parks Associates. “Entertainment applications will be the key. If anything will pull in the holdouts, it’s going to be applications that make the Internet more akin to pay TV.”
National Technology Scan (2007) is a nationwide survey that provides an accurate picture of current adoption levels, demand, and the size of the total available market for advanced products and services. Such data are crucial for strategic planning and forecasting sales and revenues. For more information on National Technology Scan (2007), visit http://www.parksassociates.com or contact Parks Associates at 972-490-1113 or e-mail sales@parksassociates.com.
About Parks Associates: Parks Associates is a market research and consulting firm focused on all product and service segments that are “digital” or provide connectivity within the home. The company's expertise includes home networks, digital entertainment, consumer electronics, broadband and Internet services, and home systems.
Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, multiclient studies, consumer research, workshops, executive conferences, and custom-tailored client solutions. Parks Associates is also a reliable resource for industry, local, national and international press, providing data, analysis, and insight on all aspects of the “digital living” markets.
Parks Associates hosts several fall events and co-hosts CONNECTIONS™ and CONNECTIONS™ Europe (in partnership with the Consumer Electronics Association) each year. In addition, Parks Associates produces the publication Industry Insights two times per year in conjunction with the CONNECTIONS™ Conference series.
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