Enquête datée du 5 juillet 2007, menée auprès de 4000 personnes aux USA

1. Survey Highlights: North American
Technographics® Consumer Technology
Online Survey, Q1 2007
Forrester Research
From: North American Technographics Consumer Technology Online Survey,
Q1 2007
by Ted Schadler
with Gina Zavradinos
July 5, 2007

2. Table of contents
Key survey data points 3
Device ownership 4
Online activities at home 5
Online security and concerns at home 6
Broadband, including satisfaction 7
Home networks 10
Mobile Internet 14
VoIP (Voice over IP) 18
More information 19
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3. Key data points from the survey
• Most online consumers own “need-to-have” items, such as desktop PCs and
cell phones; ownership drops substantially for “nice-to-haves,” such as MP3
players and DVRs.
• Online social media is on the rise — half of US online adults read blogs;
however, only two in 10 publish their own blogs.
• Seventy-three percent of consumers with a broadband Internet connection
made the switch in favor of speedier communication.
• Price continues to deter people from getting a broadband Internet connection:
59% of non-users say that price is why they have yet to sign up.
• More than one-fourth of online US consumers have a home network; 72%
use it for sharing a broadband connection across PCs.
• Four in 10 mobile phone owners find the mobile Internet useful; however,
many agree that they would use it more with improvements.
• Awareness of VoIP is high, but only 7% of online adults currently use VoIP.
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4. Most consumers own desktop PCs and cell phones
Q.10 “Which of the following devices do you own?”
Desktop PC 88%
Cell phone 71%
Digital still camera 59%
Laptop or notebook PC 38%
Videogame console 36%
Portable MP3 player 30%
Router 26%
DVR 23%
Smartphone 4%
Base: 3,949 US online adults
(multiple responses accepted)
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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5. Researching and purchasing products are the top online
activities, but social networking is on the rise
Q.11 “Please indicate how often you do the following things online.”
Research products 42% 49% 91%
Purchase products 17% 71% 88%
Watch Internet video 23% 36% 59%
Use instant messaging 32% 24% 56%
Listen to Internet radio 21% 34% 55%
Read blogs 18% 32% 50%
Use social networking sites 20% 19% 39%
4%
Video chat 15% 19%
Do at least weekly Do less than weekly
6%
Publish a blog 13% 19%
0% 20% 40% 60% 80% 100%
Base: 3,949 US online adults
(multiple responses accepted)
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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6. When it comes to protecting home computers, consumers’ top
choices are antivirus software and pop-up blockers
Q.13 “What security measures do you currently use to protect your main home computer?”
Anti-virus software 85%
Pop-up blocker 75%
Anti-spyware sotware 68%
Spam blocker 66%
Personal firewall software 64%
Anti-phishing software 31%
Security software suite 22%
Parental controls 16%
Wireless security software 14%
I'm not sure 5%
I don't use any 3%
Base: 3,949 US online adults
(multiple responses accepted)
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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7. Speedier communication is the top reason why online consumers
sign up for broadband
Q.36 “Which of the following reasons encouraged you to sign up for broadband (high-speed) Internet?”
Faster speed for email and other communications 73%
More reliable connection 63%
Wanted to free up phone line 52%
Faster speed for downloading software,
52%
music, or videos
Wanted always-on connection 51%
Faster speed for working at home 40%
Faster speed for emailing photos 37%
Faster speed for playing games 30%
Offered a discount package on broadband & other services 22%
Offered a discount on broadband alone 9%
Base: 2,217 US online adults with a broadband Internet connection
(multiple responses accepted)
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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8. Online consumers understand broadband more this year, but
price and range of service options continue to turn non-users off
Q.38 “Thinking of your reasons for not having a broadband (high-speed) Internet connection,
how much do you agree with the following statements?”
[Includes “4” and “5” responses on a 1-5 scale where 5=“Strongly agree.”]
51%
Price is too high 59%
25%
Have access to high-speed Internet at office 28%
32%
Don't see any reason why I need it 33%
N/A
Security concerns 21%
16%
Range of service options is confusing 19%
13%
Concerns it will be difficult/complex to set up 16%
2006*
Don't understand what broadband is 14%
12% 2007
*Base: 2,029 US online adults who do not have a broadband Internet connection
Base: 1,585 US online adults who do not have a broadband Internet connection
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007 and Forrester’s North
American Consumer Technology Adoption Study Q1 2006 Devices & Access Online Survey
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9. Broadband users are more satisfied with their Internet service
than dial-up users
Q.40 “With regard to your current home Internet service, how satisfied are you with the following?”
[Includes “4” and “5” responses on a 1-5 scale where 5=“Extremely satisfied.”]
80%
Reliability of the connection
49%
75%
Speed-performance of connection
22%
55%
Customer service over the phone
46%
56%
Value for service plan
53%
51%
Customer service over the Internet
43%
50%
ISP's self-service Web site (e.g., bill pay)
43%
46% Broadband
Free extra services such as security software Dial-up*
38%
Base: 2,217 US online adults with a broadband Internet connection
*Base: 1,415 US online adults with a dial-up Internet connection
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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10. More than one-fourth of US online adults have a home network
Q.16 “Do you have a home network?”
Don't know,
6%
Yes, 27%
No, 67%
Base: 3,949 US online adults
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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11. Four in 10 US home network owners have a wireless home
network
Q.17 “What type of home network do you have?”
Don't know,
5%
Other, 6%
Ethernet,
18% Wireless,
44%
Mixed of
wired and
wireless, 27%
Base: 1,058 US online adults with a home network
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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12. Consumers set up home networks mainly for sharing and
expanding their Internet connection
Q.20 “What prompted you to set up a home network?”
Share broadband connection 72%
Access Internet throughout house 60%
Share printer 37%
Connect game console to Internet 12%
Listen to music on PC in multiple rooms 12%
Display photos/videos on PC on TV 9%
Other 8%
Price dropped 7%
Watch Internet video on TV 6%
ISP offered it for free 4%
Base: 1,058 US online adults with a home network
(multiple responses accepted)
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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13. Those with a home network connect to PCs and printers
Q.25 “Which of the following devices do you have connected to your home network?”
Desktop PC 89%
Laptop 70%
Networked printer 43%
Networked game console 13%
Media center PC 10%
DVR 10%
Media gateway 4%
Audio player 3%
Sling box 2%
Other 2%
Base: 1,058 US online adults with a home network
(multiple responses accepted)
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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14. Most online cell phone owners do not purchase content for their
cell phones
Q.47 “For each of the following types of content for your cell phone,
please specify from where, if at all, you purchase it.”
[Respondents that answered, “I do not purchase this type of content.”]
Video clips 94%
Music 91%
Applications 91%
Screensavers or
86%
graphics
Games 84%
Ringtones 77%
Base: 3,272 US online adults who own a cell phone
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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15. Among consumers who purchase mobile content, most buy it
from their mobile operator using their phone
Q.47 “For each of the following types of content for your cell phone,
please specify from where, if at all, you purchase it.”
From mobile operator From other content From mobile operator's From content
using my phone providers using my Web site providers' Web site
phone
18%
16%
16%
14%
12%
12%
10%
10%
8%
6% 5% 5%
4%
4% 3% 3% 3%
2% 2% 2%2% 2% 2%
2%2% 2%
2% 1% 1%1%1% 1% 1%
0%
Applications Video clips Screensavers/Music
Games Ringtones
graphics
Base: 3,272 US online adults that own a cell phone
(multiple responses accepted)
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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16. Four in 10 consumers find the mobile Internet useful
Q.52 “Thinking about the last few times you browsed the mobile Internet,
how much do you agree with the following statements?”
[Includes “4” and “5” responses on a 1-5 scale where 5=“Strongly agree.”]
The mobile Internet is useful 42%
Mobile Web sites are legible on my mobile
31%
screen
The mobile Internet is a valuable addition
30%
to my life
The mobile Internet is fun/entertaining 29%
It is easy to navigate mobile Web sites on
25%
my cell phone
Using the mobile Internet on my phone is
23%
an enjoyable experience
It is easy to find mobile Web sites 21%
Base: 680 US online adults who own a cell phone and browse the mobile Internet
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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17. Those currently browsing the mobile Internet would be likely to do
so more with improvements
Q.50 “I would use the mobile Internet on my cell phone more frequently . . .”
Q.51 “I would use the mobile Internet on my cell phone . . .”*
[Includes “4” and “5” responses on a 1-5 scale where 5=“Strongly agree.”]
61%
If it cost less to use
41%
If the sites on the mobile Internet looked 58%
more like they do on a computer 25%
Browse Internet on cell
52%
If the network were faster phone*
17%
Do not browse Internet on
51% cell phone
If it used less battery power
29%
45%
If my phone had a larger screen
22%
39%
If my phone had a keyboard
17%
Base: 680 US online adults who own a cell phone and browse the mobile Internet
*Base: 2,591 US online adults who own and cell phone and do not browse mobile Internet
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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18. Six in 10 online consumers have heard of VoIP, but only 7%
currently use the service
Q.42_1 Have you heard of VoIP before? 61%
Q.42_2 Are you interested in using VoIP
17%
service in the future?
Q.42_3 Do you use VoIP service today? 7%
Q.42_4 Have you cancelled your traditional
5%
landline phone and replaced it with VoIP?
Base: 3,949 US online adults
Source: North American Technographics® Consumer Technology Online Survey, Q1 2007
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19. Survey and data methodology
Name of survey: North American Technographics® Consumer Technology Online Survey, Q1 2007
Survey sample size: 4,562
Forrester conducted an online survey of 4,562 US and Canadian individuals, aged 18 to 88, fielded in
January and February 2007. For results based on a randomly chosen sample of this size (N=4,562),
there is 95% confidence that the results have a statistical precision of plus or minus 1.4% of what
they would be if the entire population of North American online individuals 18 and older had been
surveyed. Forrester weighted the data by country, age, gender, income, broadband adoption, and
technology attitude to represent demographically the adult North American online population. The
survey sample size, when weighted, was 4,485 (note: Weighted sample sizes can be different from
the actual number of respondents to account for individuals generally underrepresented in online
panels). The sample was drawn from members of MarketTools’ online panel, and respondents were
motivated by a sweepstakes drawing. The sample provided by MarketTools is not a random sample.
While individuals have been randomly sampled from MarketTools’ panel for this particular survey,
they have previously chosen to take part in the MarketTools’ online panel.
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20. More information on this survey
Topics: This survey is available to our North American Consumer Technographics® clients. It covers
consumer technology topics, including device adoption, online activities, Internet access, broadband
satisfaction and purchase motivation, home networking purchase motivation, PC security software,
mobile content, and VoIP.
Analyses available: We can analyze the data in this survey on a variety of dimensions, including
age, gender, income, and household composition; wireless carrier and broadband adoption and
brands; online activities, including blogging and social networking; technology attitudes, and the
Technographics segmentation.
For more information: Please contact us at ConsumerDataAdvisor@forrester.com for a custom
data cut.
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