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The Home Technology Monitor™
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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.

2009: HTM reports and subscription

2009 HTM Reports

How People Use® TV's Web Connections (available January 2009)
This survey of 1,900 Internet users explores how today's audience is connecting with the enhanced and improved offerings on TV networks' web sites, such as blogs, games, voting, podcast, and, of course, video. The third wave in an annual study, the report shows three-year trends in usage levels of various website features, and asks users of these features if they think each increases their involvement in a program or their consideration of a sponsor. Trends in usage of all network-originating streaming and downloaded video (from network sites or any other online source) is also included.
Deliverables: Report, Summary presentation, Banner tabulations and verbatims
Press Release

2009 Ownership Survey (May 2009)
Comprehensive estimates of the presence of television and media equipment in US homes, including trends back to 1981. An RDD telephone sample size of 2,500 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, Summary presentation, Banner tabulations, and Respondent-level database
Press Release

Technology Trends: Children Income Race/Hispanic Early Adopter (June 2009)
An analysis of past-five-year technology trends (2005 to 2009) 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® Social Media 2009 (available May 2009)
This new survey of 500 persons 13-54 will take a look at the use of "social media". Included will be sections on personal-focused (e.g. Facebook) and business-focused (e.g. LinkedIn) sites, as well as other ways people connect (e.g. Twitter). Relevancy to media stakeholders will be enhanced by investigating how these networks affect media choice, and users' reaction to advertising/marketing on these social networks.
Deliverables: Report, Summary presentation, Banner tabulations and verbatims
Press Release

How People Use® Mobile Video 2009 (available June 2009)
This report will update our previous looks at mobile video (iPods, mobile phones, and laptops) fielded in 2006 and 2007. Approx. 1,000 interviews will be conducted with persons 13-54 in broadband HHs to measure the presence, use, and interest in mobile video. Our report will detail trends and changes from 2006 through 2009. Survey topics also include receptivity to advertising delivered through mobile video platforms.
Deliverables: Report, Summary presentation, Banner tabulations and verbatims

How People Use® HDTV 2009 (available July 2009)
This report will update our 2007 HDTV study, with interviews among 500 persons age 13-54 in homes that have both HDTV sets and HD service. The study will use a "yesterday" methodology to explore what people watch, how much of it is in HD, the influence of HD on their viewing choices, and their reaction to commercials in the HD environment. The report will include changes in the composition of HD homes, and in their behavior since 2007.
Deliverables: Report, Summary presentation, Banner tabulations and verbatims

How People Use® Video Navigation 2009 (available August 2009)
This new two-part report will have a quantitative study of 500 persons age 13-54 that will explore the ways people discover and find their way to video content (TV programs, movies) on TV and online, complemented by an ethnographic study of 15 persons. Topics will include TV IPGs and online video search, and will also explore how active searching by viewers compares with how they are influenced by advertising, promotions, recommendations, and word-of-mouth.
Deliverables: Report, Summary presentation, Banner tabulations and verbatims

For more information, contact David Tice.

2008 HTM Reports

How People Use® the Video Marketplace 2008
This survey of 765 persons age 13-54 explores the various ways people watch video (such as watching a network, DVDs, or streams), and how much they pay each month to acquire video by each method examined. Also included a look at pirated video.

How People Use® Cell Phones 2008
This two-part report has a quantitative study of 765 persons 13-54 about their cell phone use, and an ethnographic study of 15 cell phone homes. The quantitative study details 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 gets into the mind of cell phone users and provide insights as to how cell phones have been integrated into personal lifestyles.

How People Use® Primetime TV 2008
This survey of 814 persons age 13-54 updates our continuing 15-year series (last done in 2004) that explores people's perceptions, attitudes, and usage of primetime television as well as their attitudes towards primetime advertising.

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 Children 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

View all related insights >>

For more information on The Home Technology Monitor™, contact:

David Tice
908 497-8075
Email

Maura Clancey
908 497-8080
Email

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