Forrester Research: Forrester Retail Insights Devices, Media, & Marketing First Look: Research & Event Highlights From Forrester

 11 Feb. 2003
From The CEO's Mouth:
"So where are we going? Away from spots in pods, away from broadcast TV as an anchor medium . . . away from product placements that are gratuitous, (and toward) integrating our brands into entertainment."
-- Steve Meyer, CEO, Coca-Cola talking about the future of marketing

The Unvarnished Truth
Napster's death hasn't stopped file sharing. The typical online consumer has 156 music files stored on her hard drive -- 18 of which were downloaded in the past three months.

Only 400,000 homes saw the Super Bowl in HDTV. Ninety percent of local digital stations aren't on cable, and only 200,000 homes have HDTV antennas. See
"The Invisible HDTV SuperBowl" by Josh Bernoff.


Upcoming Research
"Broadband Games Hit The Mainstream," by Charlene Li
"The Essentials of Integrated Marketing," by Jim Nail
"Can You Make Money with HDTV?," by Josh Bernoff
"Migrating Users From Free to Paid Customers," by Chris Charron


Does Your Web Site Need a Face Lift?
More than 300 companies have used Forrester's Web Site Review program to improve their sites. Whether it's a content or entertainment site, we can help you improve your user experience and maximize your ability to monetize visitors. For more information, email astockwell@forrester.com.

Where You Can Find Us
February 12: ANA Technology Committee, New York. Jim Nail will speak about "Will Ad-Skipping Kill Television?" at 8:30 a.m.

March 23: NAB Futures Summit, Washington, D.C. Josh Bernoff will speak about "HDTV: The Big Picture."



Content Sites Should Organize Ad Sales Forces Around Four Key Industries
Content Sites Should Organize Ad Sales Forces Around Four Key Industries
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Hello everyone,

Welcome to the Devices, Media and Marketing (DMM) First Look, a newsletter designed to highlight our recent and upcoming research about devices, media, and marketing. We'll publish DMM First Look regularly in 2003. If there are other people in your organization who should receive it, they can subscribe via the link to our email subscriptions page below.



Although the Internet bubble may have burst on Wall Street, consumers' enthusiasm for technology continues unabated as we enter 2003. US broadband penetration doubled in 2002 to 19 million households -- as we expected. On-demand TV households -- those using personal video recorders or video on-demand regularly -- surpassed 10 million. And instant messaging use grew by 57% in 2002, now reaching 31 million households in the US and 320 million people worldwide.

Broadband consumers are While all of this new consumer technology spells opportunity, companies have to watch where they invest. It's too early to expect revenue for mobile data services -- as Citigroup and Bank of America found out. Satellite radio remains a mystery to consumers -- as XM Radio and Sirius Satellite Radio are learning. And streaming media is not a winner. On the other hand, broadband consumers are much more receptive to entertainment products and services like DVD and video rentals, as this chart to the right shows. And they can pay for it: Remember that broadband consumers are 78% more likely to pay for content than their dial-up counterparts.

Beyond looking for new revenue streams, repurposing assets is a must in a world of high-priced content and multichannel consumers -- just ask the folks at HBO, Scripps, and eNetworks. Don't write a check for a digital asset management solution until you read our just-published report "Don't Go Broke Managing Digital Assets." This report provides best practices for creating a virtual repository, tagging content with metadata, and digitizing the archive. Good news: It can be done without going broke -- by scoping projects properly and using cheap, open technologies.

By next month, we will have published the results from our latest Consumer Technographics® Media Survey, new gaming and television reports, and much more. Have a great February!


Chris Charron
Devices, Media, And Marketing Group Director

P.S. Tell me what's on your mind heading into 2003 by replying to ccharron@forrester.com. Whether it's research you'd like us to write, consumer data your team is looking for, or advice about a strategic challenge, we'd love to help.

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