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Broadband Networked Household Profile

A new study from The Diffusion Group finds that US households that have both a broadband connection and a home network are much more likely to either own or be inclined to purchase new digital electronic platforms. Broadband Networked Households: Profiling the New Media Home, the latest of TDG's Consumer Snapshots, also finds the broadband networked households are moving from single- to multi-unit penetration in digital consumer electronic categories. For example, 29 percent of broadband networked households now own three or more DVD players, up from 13 percent in 2004. "By year-end 2005, there will be approximately 25 million US broadband networked households - a sizeable and influential segment of consumers," says Dale Gilliam, director of primary research at TDG. "But describing broadband networked households is no longer simply a matter of describing early technology adopters - it is more about consumer electronic and media purchasing habits than it is new technology adoption. Simply stated, broadband networked households tend to own significantly more media devices than other US households. Of course, these devices are increasingly digital, but this has more to do with price reductions and peer group recommendations than with early adopter tendencies such as novelty or first-adopter status."

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