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Digital Home Market Development Barriers

Most Americans don�t know how to make the most of new digital video options, while many remain concerned about hidden costs and ease of use of devices making their way onto the market, suggests a new study from Ipsos, the global survey-based market research firm.

Still, over half (61 percent) of online American adults are at least open to considering devices that connect PCs with consumer electronics for more convenient access to digital content. Based on this research and two key assumptions, Ipsos estimates that upwards of 900,000 consumers may purchase Digital Den-type devices in the next year if they can be offered at $100.

Among the group who would consider these media hub devices, movies and TV are as much in demand as music, though music content is much more available in a digitally portable form at this point. Said Todd Board, Senior Vice President of the Ipsos Insight Technology & Communications practice: �This finding has been consistent over the past year and also fits with other data we see, indicating that video content indeed could be the catalyst for greater consideration of in-home convergence devices and investments.�

However, when online Americans are then asked what kinds of barriers or concerns they envision with using media hubs, sizable concerns remain around hidden costs and scepticism about whether it will really work as described. Said Board: �In this already time- and attention-starved world, Americans are asking themselves, �Once I start wading into these new devices that work with my Media Center PC to share stuff around the house, do I then have to buy cables, antennas, a new TV for the second bedroom, and so forth?� It�s quite the Pandora�s Box.�

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