On-line Households Rent More Videos & Spend More On Cable.

New research by Knowledge Networks/Statistical Research (KN/SRI) finds that the relationship between computers, the Internet and television is one of parallel growth, not mutual exclusion. Data from the Fall 2001 Ownership Report — part of The Home Technology Monitor™ — show that households with multiple PCs or Internet access are more likely to

rent VHS tapes and DVDs,

buy pay-per-view programming, and

pay $50 or more per month for cable/satellite service.

As part of the Monitor, KN/SRI conducts extensive surveys of consumer technology ownership twice a year, contacting a total of 3,000 respondents annually about everything from small-screen televisions to cellular phones and laptop computers. The Monitor also produces special studies of how consumers are using key devices and services, such as interactive television and personal video recorders.

The new report shows that, compared to those with no computers, homes with two or more PCs are about twice as likely to

have rented a VHS tape in the past month (64% versus 34%) and

to be paying $50 or more per month for cable/satellite service (31% versus 15%).

In addition, past-month pay-per-view purchase is more than three times higher in multiple-PC homes (14% versus 4%).

Similarly, homes with on-line access are 50% more likely to have rented a VHS tape in the past month (57% versus 37%) than non-Internet homes, and they are nearly twice as likely to be paying premium prices for cable service (25% versus 15%).

“This is clear evidence that the relationship between a household’s TV use and PC/Internet use is not a zero-sum game,” says David C. Tice, KN/SRI Director of Client Service and head of the Home Technology Monitor program.

For more information at http://www.knowledgenetworks.com