Rather than increasing spending on one to the detriment of others, the
2001 Ownership Report, part of The Home Technology Monitor™, reveals that households with multiple PCs or internet access are more likely to rent videos and DVDs, buy pay-per-view programming, and pay $50 or more per month for cable or satellite services.
The report shows that, compared to non-PC homes, homes with two or more PCs are around twice as likely to have rented a VHS tape in the past month and to be paying $50 or more per month for cable/satellite service. Pay-per-view purchase in the past month is more than three times higher in multiple-PC homes than those with no PC at all.
| Home Technology Monitor Results, Autumn 2001 |
| |
2+ PC Homes |
Non-PC Homes |
| Have rented video in past month |
64% |
34% |
| Pay $50+ per month for cable/satellite |
31% |
15% |
| Have used pay-per-view services in past month |
14% |
4% |
| Source: Knowledge Networks/Statistical Research, December 2001 |
Likewise connection to the internet appears to have a similar effect. Those living in online homes are 50% more likely to have rented a VHS tape in the past month – 57% compared to 37% in non-Internet homes – and are nearly twice as likely to be paying premium prices for cable service, 25% compared to 15%.
“This is clear evidence that the relationship between a household’s TV use and PC/Internet use is not a zero-sum game” said David Tice, KN/SRI director of client service and head of the Home Technology Monitor program.
