|
| |
Electronics Still Widely Seen as Too
Complicated, but Parents Tend to be
More Philosophical |
|
By
Dan Ness, Principal Analyst, MetaFacts, October 18, 2004 |
|
|
|
|
Consumer electronic products
are more complicated than they ought to be, according to fully a quarter
of the American population. Computer non-users are especially likely to
agree—but any exposure to computers lessens the sentiment, and the
involvement of children makes people consistently less skeptical of
electronics. The latest research from MetaFacts, Inc., using a sample of
32,130 PC users and non-users, showed 25.8 percent strongly or somewhat
agreed with the statement, while only 15.3 percent disagreed to the same
degree. Among non-users, cynicism peaked at 30.2 percent. But computer
users took a rosier view—the same level of agreement was only 24 percent
among office or home users. When home users were figured in isolation to
other users, the rate fell to 22.1 percent. Apparently, having to use a
computer at the office does not make people love technology products nor
see them as less complex. Home users, of course, had to justify paying
their own money for a PC, so might be more committed to mastering its
complexities.
|
The most upbeat were those with child users
(aged three to 12) in the home. Among them, agreement fell to 15.7
percent. But the presence of teenagers only raised the level of
agreement to 18.8 percent. Respondents with two adults and children at
home also tended to disagree, with only 17.4 percent in agreement. Yet,
those with no children at home had attitudes that matched the general
population. So it may be that parents have gotten used to electronics,
or that electronics are the least complicated thing that user parents
deal with. Or perhaps they rely on their kids to wrestle with the
devices. Whatever the reason, families with children tend to be less
intimidated by electronics.
|
|
The attitude of those with broadband connections
stood halfway between the general users and the kid-dominated users,
with 19.4 percent. Of course, such people have moved beyond the
complexities of the PC to embrace the complexities of the always-on
Internet.
|
The positive influence of children on the
adults’ attitudes was basically confirmed when the respondents were
confronted with another statement, which said, “Most times, staying with
tried and true methods pays off better than trying every new invention.”
Of the general population, 24 percent strongly or somewhat agreed with
this cautious attitude. Only 10.7 had the same level of disagreement.
The most cautious were, of course, the non-users, with 27.8 percent
strong or somewhat agreeing. But the least cautious were those with
children in the home, with 18.4 percent agreement. Almost matching them
were homes with child users (18.2 percent agreement.) Again, having
children appears to open people to new experiences, such as buying new
electronics products.
|
| Basically, it appears that consumer
electronics cannot be portrayed as easy to use—too many people would
reject such a position out of hand. The intimidation factor is
ever-present, and as the second question shows, there are plenty of
people with a cautious attitude toward change. But it appears the
consumer electronics can be positioned as being involving for children.
The involvement of children may remap complexity into a learning
experience, masking the intimidation factor. |
|
| |
|
Consumer Electronics Are More Complicated Than They Need
to Be
(% of Projected Number Of
Households)
|
Consumer Electronics Are More Complicated
Than They Need To Be
|
General Pop. |
Any PC Use |
No PC Usage |
Any Home PCs |
Broad-band Internet |
Users aged 3-12 |
Users aged 13-19 |
|
Top 2 Boxes (Net) |
25.8 |
24.0 |
30.2 |
22.1 |
19.4 |
15.7 |
18.8 |
|
Strongly Agree |
12.3 |
10.3 |
17.2 |
9.4 |
8.2 |
6.1 |
8.1 |
|
Somewhat Agree |
13.4 |
13.7 |
13.0 |
12.8 |
11.2 |
9.5 |
10.8 |
|
Slightly Agree |
17.6 |
18.5 |
15.4 |
18.9 |
18.5 |
18.7 |
20.4 |
|
Neutral |
27.8 |
27.9 |
27.7 |
28.7 |
26.6 |
30.6 |
28.7 |
|
Slightly Disagree |
13.4 |
14.2 |
11.6 |
14.5 |
15.8 |
17.7 |
15.3 |
|
Somewhat Disagree |
9.4 |
9.9 |
8.0 |
10.2 |
12.7 |
10.4 |
10.0 |
|
Strongly Disagree |
6.0 |
5.5 |
7.1 |
5.6 |
6.9 |
6.9 |
6.6 |
|
Bottom 2 Boxes (Net) |
15.3 |
15.5 |
15.0 |
15.8 |
19.7 |
17.3 |
16.7 |
|
Source: MetaFacts,
Inc. – Technology User Profile
– 2004 Annual
Edition |
|
|
|
|
Background & Methodology |
|
Factual, decision-making information like this is
only found in one place, the Technology User Profile from MetaFacts. The
Technology User Profile market research information service is based on
extensive primary research selected and balanced to represent the American
population - including technology users and non-technology users. Drawn from
more than 30,000 surveys per year reporting on over 250 questions, it is the
longest-running, most comprehensive total market technology study available. TUPdates are brief
summaries of information contained in the Technology User Profile. |
| |
|
|
|
Current Technology User Profile subscribers may be
interested in the following links with related, more detailed or updated
information:
|
| |
|
