Technology Advances in Home Construction, Built-In Systems Create New Vocabulary for Consumers; Hi-Tech Options Bolster Builder Credibility Among Homebuyers
Arlington, Virginia, 7/22/2005 – Phrases and descriptions of home technology should emphasize the environment they create within a home according to “Exploring the Language of TechHome: How Consumers Talk about Home Technologies,” a study recently released by the Consumer Electronics Association (CEA). Language that emphasizes comfort and efficiency will also appeal to potential customers.
The study focused on five main home technologies, including distributed audio systems, structured wiring, automatic lighting and temperature regulation, designated home theater rooms and media servers. The research tested phrases currently used by the industry to describe home technology products in order to gauge consumer reaction to these terms.
“This study shows us it is important to keep in mind that customers are looking for ways to make their homes a source of comfort and relaxation for themselves and their families. For these reasons, phrases that are not overly technical but are still descriptive will be the most effective,” said Joe Bates, director of research at CEA. “There is still a lot of space to educate consumers and help shape these product concepts in their minds.”
Although not the primary focus of the study, the survey also explores consumers’ decision to purchase home technology systems. The study concluded that regardless of whether a homebuilder offers these technologies themselves or refers customers to an outside vendor, homebuilders should strive to educate consumers and communicate the possibilities these technologies provide.
“Exploring the Language of TechHome: How Consumers Talk about Home Technologies” was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research, international research and historical trends for the consumer electronics industry. The complete study is available free to CEA member companies. Non-members may purchase the study for $499 at www.ce.org.
About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the consumer technology industry through technology policy, events, research, promotion and the fostering of business and strategic relationships. CEA represents more than 2,000 corporate members involved in the design, development, manufacturing, distribution and integration of audio, video, mobile electronics, wireless and landline communications, information technology, home networking, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA’s members account for more than $121 billion in annual sales. CEA’s resources are available online at www.CE.org, the definitive source for information about the consumer electronics industry.
CEA also sponsors and manages the International CES – Defining Tomorrow’s Technology. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.
