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Survey Reveals Consumer Trends in Home Entertainment

By Charlie White
As Americans make their plans for the holiday season, an overwhelming majority (95 percent) are choosing their homes as the holiday hot spot of the season. In the past many Americans have chosen visiting relatives or exotic vacations, but this year there's no place like home. However, instead of roasting chestnuts on an open fire, families will be using consumer electronics products as part of their holiday entertainment at home.

The study commissioned by Philips Consumer Electronics and conducted by Impulse Research Corporation polled more than 1,000 Americans regarding how they will spend their time at home this holiday season and what consumer electronics products will enhance their holiday experience and entertaining.

According to the survey, most of the respondents (70 percent) will use home electronics to create their holiday memories and more than half (54 percent) will gather around the TV to enjoy the holidays.

"Family and friends getting together over the holiday season to watch classic shows and movies has been a tradition since the invention of the television," said Mark Buss, Chief Marketing Officer, Philips Consumer Electronics, North America. "Today's newest technologies in consumer electronics can add a special touch to the holidays. A family in Atlanta can record their kids' faces as they unwrap their gifts; download the footage to a DVD-recorder; and send the DVD to their grandparents in Los Angeles so that they can share the memory while watching it on their DVD player."

Some Entertaining Ideas
What products are Americans seeking out this holiday season to make entertaining at home even more enjoyable?

According to the survey, digital widescreen televisions, DVD players, audio products and PC-based home entertainment items top holiday wish lists this season. In fact, more than half of the respondents (59 percent) included DVD products such as DVD players and recorders. For 25 percent of those surveyed, being able to record onto a DVD would make creating and sharing their memories easier. In addition, 81 percent of respondents say that it is important to make home videos of family gatherings this holiday season.

Digital widescreen televisions and audio systems are also hot items this holiday season. Many of the surveyed (27 percent) would like to find a digital widescreen television wrapped up for them this year and others (15 percent) hope to find audio equipment such as a CD recorder/player or MP3 recorder/player stuffing their stocking. A complete home theater system was the top choice on holiday wish lists for 24 percent of the respondents.

Also topping wish lists this season, is PC-based home entertainment (which includes PC speakers, DVD drives, high-tech monitors and more). While most consumers aren't ready to kick back and enjoy their holiday classics on their PC, 19 percent of the respondents said that PC-based home entertainment solutions provide the most fun for the family whether playing games, surfing the Internet or watching the latest DVDs.

Survey Highlights
Editor's Note: The following results are derived from a survey conducted by Impulse Research Corporation that was commissioned by Philips Consumer Electronics.

* An overwhelming majority (91%) of respondents say that they will be spending as much or more time at home this holiday season as compared to last year.

* More than two thirds of respondents (70%) say that the use of home electronics will be important in their time spent at home this holiday season.

About Impulse Research Corporation
Impulse Research, a full-service public opinion and marketing research firm, has experience and expertise in all public opinion research methodologies, including quantitative (surveys) and qualitative (focus groups and depth interviews). Since 1982, Impulse Research has used in-person, mail and telephone interviewing to tackle a variety of national and regional research studies for a variety of major corporations, government agencies and professional organizations.

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Related Keywords:DV Format, consumer electronics, holidays, Philips, Impulse Research

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