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Digital Den and Home Media Hubs

For the second year in a row, consumer clarity regarding the Digital Den concept and the use of media servers in the home is low but interest remains strong, according to Ipsos Insight�s most recent survey of American Internet users, titled America�s Digital Den. The survey examines consumer awareness, usage, and attitudes toward digital entertainment content and the convergence of entertainment devices and content in the home. Just over one out of three consumers is aware of the media hub � or Digital Den �concept, basically unchanged from a year ago at 38 percent. When exposed to the concept, nearly six out of ten (57 percent) consumers show an interest in buying a media hub. Among consumers who show an interest in owning a media hub, just over a quarter (27 percent) anticipate acquiring one within the next six months, and nearly one third (30 percent) anticipate doing so within six months to a year. �A majority of survey respondents who don�t currently own a media hub are interested in having the ability to more easily link digital devices and content. Clearly, a more concerted Digital Den initiative from a hardware manufacturer (like HP, Samsung, or Sony), service provider (telephone, cable, or wireless), or a content provider (like Yahoo!, AOL, or MSN) could raise consumer familiarity and comfort with this concept.�

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