|
| |
|
Home
Office Joins Mom and Apple Pie As American Institutions |
|
By
Dan Ness, Principal Analyst, MetaFacts, November 08, 2004 |
|
|
|
|
Forget recipes and menu management—Americans don’t keep their PCs in the
kitchen. Basically, if they have one at home, they are very likely to
have a home office—or make a corner of the bedroom serve that purpose.
But however they’re laid out, it’s clear that American home offices
represent a huge market. Meanwhile, road warrioring is a niche practice
as far as home PC users are concerned. As for cybercafés, it appears
that PC users are more likely to go there for the coffee.
|
These and other
insights are derived from the latest research carried out by MetaFacts,
Inc., and involved responses from 10,418 households. Respondents were
asked where they used their family computer, their workplace computer,
and their self-employed computer.
|
|
This is important because which room of the house home computers are
used in can influence everything from their color, shape, size and
overall industrial design to the peripherals and entertainment devices
they might be connected to. It also helps more clearly define the market
potential for wireless networks and consumer electronics that could
interact to share music, video, graphics within the household yet not
only within the same room.
|
|
Unsurprisingly, 98.8 percent of family PCs saw use in the home—but
what’s probably more interesting is that the installed base amounts to
118.9 million machines. Of these, 41.5 percent are situated in a home
office, representing a staggering 56.8 million machines. As for the rest
of the home PCs, 18.8 percent in the living room, 16.8 percent in the
bedroom, 25 percent in some other room (den, anyone?), and only 4.5
percent in the kitchen. Data and carrots evidently just don’t mix.
|
|
When examined in relationship to other factors, it appears that having a
broadband internet connection in the home raised the incidence of a home
office to 49 percent, mostly at the expense of the bedroom and
other-room PCs. Only 33.1 percent of households with incomes under
$50,000 yearly reported using PCs in a home office. Probably because
more pressing uses could be found for a given room, the presence of
children in the home also kept the rate of home offices down, although
not as much as income levels.
|
But regardless of
what room it was in, the home PC tended to stay at home. Less than one
percent of the respondents reported using their home PCs in a car or
other transportation, or in a hotel. But the use of workplace PCs in
those settings was in the 4-5 percent range. Both home and workplace PCs
were used in libraries at a rate between one and two percent, and both
saw less than one percent use in coffee shops and copy shops, indicating
these venues are likely to remain niche uses. As for cybercafés, they
don’t seem to be becoming part of the landscape for PC users. The use
for workplace machines in cybercafés among those using a home-owned,
employer-owned or self-employment owned computer rose from .1 percent
last year to .6 percent this year, but the rate for home PCs fell from
.3 to .1 percent.
|
|
Publicly shared computers – such as in libraries, cybercafés, churches
and kiosks – are mostly among those already with access to a computer.
Based on the screener for Technology User Profile 2004 with 32,130
respondents, 25.1% of households with a user of one of these public
computers don’t have access to a computer at home, their workplace or
through self-employment. The majority – 74.9% - already have access
elsewhere.
|
|
Incidentally, about 13.4 percent of workplace PCs saw use in the home.
About half of these ended up in the home office and the rest in other
rooms—although in this case the kitchen proved more popular than the
bedroom. Evidently, people these days take work home in their laptops
instead of their briefcases. Employers who have not come to terms with
the fact need to wake up and smell the coffee—like the 2.1 percent of
their machines that are being used in the kitchen.
|
|
|
Another 13.6 million machines were reported in use by
the self-employed. Their rate of having home offices—36
percent—was a little lower than
the home PC rate, but some of their workplace PCs were
likely to have been in rooms that anyone else would call
a home office. Interestingly, self-employed PCs saw more
use on the road and in public places than home or
workplace PCs, and that might represent an untapped
niche for marketers. |
| |
|
Where Computers are Regularly Used – By Ownership
(% of Households with Computer
Users)
|
|
Home/Family PCs |
Self-Employed PCs |
Workplace PCs |
|
At home - (Net) |
98.8 |
42.7 |
13.4 |
|
At home - In Home Office |
41.5 |
36.0 |
7.8 |
|
At home - In Living Room |
18.8 |
4.1 |
3.6 |
|
At home - In Bedroom |
16.8 |
5.0 |
1.6 |
|
At home - In Kitchen |
4.5 |
2.3 |
2.1 |
|
At home - In Other Room |
25.0 |
5.8 |
4.0 |
|
At work |
4.4 |
63.5 |
92.3 |
|
Plane, Train or Car |
0.9 |
5.9 |
3.7 |
|
At school |
1.7 |
3.8 |
3.0 |
|
Hotel |
0.9 |
5.0 |
4.6 |
|
Client location |
0.4 |
7.3 |
4.4 |
|
Restaurant |
0.5 |
3.7 |
0.9 |
|
Coffee Shop |
0.5 |
1.5 |
0.7 |
|
Library |
1.5 |
2.1 |
1.9 |
|
Copy Shop |
0.4 |
0.6 |
0.4 |
|
Cybercafé |
0.1 |
|
0.6 |
|
Other location |
2.1 |
5.9 |
4.2 |
|
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:
|
| |
|