The “digital media adapter” product category has failed to connect with consumers, even among advanced users who link their computer to a stereo or TV, according to Digital Media Habits II, a new survey from Parks Associates.
Roughly 9% of all U.S. broadband users have a stereo connected to their computer, and 50% of them use RCA or similar cables to connect these devices. Only 28% use either a wired or wireless digital media adapter. Similarly, 4% of broadband users have a TV connected to their computer, and 31% use S-Video or similar cables while only 30% use a digital media adapter.
“Simple and cheap will beat expensive and complicated among shoppers looking for a way to connect entertainment devices,” said John Barrett, director of research, Parks Associates. Digital media adapters typically cost $100-200 while RCA and S-Video cables can cost as little as $10. “What would you pick? The cables are not only cheaper but also easier to install, and you sacrifice only a few features.”
The study’s results highlight the challenges facing companies that offer media adapter products. Internet-based video and music are increasingly popular, but that popularity has yet to translate into strong demand for PC-TV or PC-stereo connections. Moreover, simple alternatives often satisfy what little demand there is. “Nobody wants entertainment to make their lives more complicated,” Barrett said. “It’s supposed to be fun.”
Digital Media Habits II is a study of media trends in the U.S. and Canada. For more information on this project, 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 an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
Each year, Parks Associates co-hosts executive thought leadership conferences CONNECTIONS™ and CONNECTIONS™ Europe in partnership with the Consumer Electronics Association (CEA®). In addition, Parks Associates produces the online publication Industry Insights in conjunction with the CONNECTIONS™ Conference series.
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