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The Home Technology Monitor™ (HTM) provides the industry's most reliable and trusted insights on consumers' ownership and use of media technologies. At a time when technology and media are overlapping more and more, and when speculative "measures" of technology prevalence continually contradict one another, The Home Technology Monitor™ can be counted on to provide guidance for decisions large and small, such as how to
- Use cutting-edge technologies to reach consumers more effectively
- Stand clear of "hype" about hot devices and services when making strategic plans
- Understand consumers' tolerance for advertising in a given technology or medium
In recent years, the GAO (Government Accountability Office arm of the US Congress) used The Home Technology Monitor™ database to assist in its assessments of the transition of the U.S. to a digital television standard, and broadband Internet adoption in rural areas. This is just one proof of the accuracy and attention to detail that make HTM the indispensable resource for anybody who needs to make plans that take media technology into account – from consumer electronics manufacturers to content providers, to advertisers and agencies.
Leveraging a research program that began more than 25 years ago, HTM includes two main products:
- Annual Ownership Survey & Trend Report: A yearly RDD sample (nationally representative) telephone ownership survey among U.S. households, measuring everything from DVRs to video cell phones to broadband access
- How People Use® studies that shed light on consumers' use of and engagement with such key technologies as mobile video, DVRs, and broadband Internet
The Home Technology Monitor service is available on a subscription basis, which provides all reports and benefits at a discounted rate. Reports or data may also be purchased on an individual, "a la carte" basis.
2008: HTM reports and subscription
Reports for 2008 from The Home Technology Monitor™:
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2008 Ownership Survey (May 2008) - .pdf
Comprehensive estimates of the presence of television and media equipment in US homes, including trends back to 1981. An RDD telephone sample size of 1,500 homes provides robust measurement of technologies, and enables the client to extensively mine the data by the technology and demographic characteristics of the households.
Deliverables: Ownership and Trend Report, Banner tabulations, and Respondent-level database -
Technology Trends: Children • Income • Race/Hispanic • Early Adopter (June 2008)
An analysis of past-five-year technology trends (2004 to 2008) by important demographic characteristics, drawing on the HTM historical database.
Deliverables: Technology Trends: Children report; Technology Trends: Income report;
Technology Trends: Race/Hispanic report; Technology Trends: Early Adopter report -
How People Use® the Video Marketplace (April 2008) - .pdf
This survey of 750 persons age 13-54 will explore the various ways people watch video (such as watching a network, DVDs, or streams), and how they acquire video (such as pay TV, video rentals, or pirated downloads).
Deliverables: Report, Banner tabulations and verbatims -
How People Use® Cell Phones (May 2008) - .pdf
This two-part report will have a quantitative study of 750 persons 13-54 about their cell phone use, and an ethnographic study of 10 cell phone homes. The quantitative study will detail people's usage of cell phones – including such applications as music, games, and video – as well as their attitudes towards the use of these devices as a marketing platform. The ethnographic study will get into the mind of cell phone users and provide insights as to how cell phones have been integrated into personal lifestyles.
Deliverables: Report, Banner tabulations and verbatims -
How People Use® Primetime TV 2008 (July 2008) - .pdf
This survey of 750 persons age 13-54 will update our continuing 15-year series (last done in 2004) that has explored people's perceptions, attitudes, and usage of primetime television as well as their attitudes towards primetime advertising.
Deliverables: Report, Banner tabulations and verbatims -
Trends: 1981-2007 (published June 2007)
Just $495, this 40-page booklet of easy-to-read charts and key home tech facts is a valuable resource and the perfect introduction to HTM's reports and services. Our pocket-sized reference traces consumer ownership and use of TVs, PCs, satellite and cable reception, the Internet, broadband, DVD players and other key devices and services. To prepare the booklet, we have drawn on HTM's unique 25+ year database of home technology research.
Order Trends: 1981-2007
Other HTM benefits include
- HTM Website/access to HTM library
Full subscribers will have access to a special HTM subscribers' website that will allow them to access their reports and data for this year, as well as all past library reports conducted under the HTM umbrella. - Interpretive briefings (at client request)
Web meetings present generalized results to all subscribers when each report is issued. Also, subscribers may request a custom briefing each year, pulling together HTM assets in presentations specific to their business and issues. - Analyst hours (at client request)
KN/SRI's analysts are available to perform custom analyses, such as writing a short "white paper" or a POV on a topic of interest. Subscribers have an initial allocation of 12 hours. - Access to recontact sample (at client request)
Sample from HTM surveys are available for custom recontact studies to be conducted by KN/SRI. All costs for a recontact study are in addition to the regular HTM subscription fee.
Past reports available from The Home Technology Monitor™
- Past reports available from The Home Technology Monitor™
- How People Use® Mobile Video 2007
- How People Use® VOD (Video on Demand; 2007)
- How People Use® HDTV (High Definition TV; 2007)
- How People Use® TV's Web Connections; (2007)
- How People Use® Primetime TV (2004)
- Consumer Television Choices™ (2004)
- How People Use® VCRs, DVRs, and DVDs (2003)
- How People Use® Media Technology (2003)
- How People Use® Interactive TV 2003 (2003)
- All Things Digital (2003)
- How People Use® Mobile Communications (2002)
- Mobile Technology: An Ethnographic Perspective (2002)
- How People Use® Electronic/Interactive Program Guides (2001)
- How People Use® Personal Video Recorders (PVRs) (2000)
FEATURED INSIGHTS
- Defining the Value of Cross-Media Properties and Advertising: A New Approach Offers Efficiencies, Savings, and Accuracy
David Tice - "Engagement" is in the Eye of the Beholder
Maura Clancey - Accurate Measurement & Media Hype: Placing Consumer Media Technologies in Context
David Tice - Of Trains, Panel Quality, and Sample Coverage
Charles DiSogra - Interpreting The Transition To Digital TV As A Business Opportunity
David Tice - Thought Leader Forum: Opportunities In Media Convergence
John Carey, Albert Cheng, Richard Fielding and Horst Stipp - The Digital Dilemma
David C. Tice - Staying a Step Ahead of Television's Newly Empowered Viewers
David C. Tice - Staying a Step Ahead of the New Marketing Paradigm
Interview with Artie Bulgrin - Nourishing Innovative Approaches to Media and Measurement
Interview with Kate Sirkin
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