For Consumer Product Strategy Professionals

The Psychology Of Early Adopters

Three Concepts From Academic Psychology Can Help Sell Newer Products

by Abe Garon, James L. McQuivey, Ph.D., November 17, 2009

Understanding how and why consumers experience the drive to adopt new products can help consumer product strategists trying to sell newer products. Concepts from academic psychology can be wedded to Forrester's Technographics segmentation to demonstrate . . .

For Consumer Product Strategy Professionals

US DVR Forecast, 2009 To 2014

The DVR Pairs Up With Online Video To Shape The Future

by James L. McQuivey, Ph.D., October 30, 2009

The digital video recorder (DVR) was once considered a terrible disruptor in the TV and video business: It was going to bring an end to everything the industry holds dear. Now that it's firmly entrenched in 26% of US homes, industry players have learned . . .

For Consumer Product Strategy Professionals

How To Rebuild The Media Industries

What Everything Will Look Like After Recovering From The Media Meltdown

by James L. McQuivey, Ph.D., October 9, 2009

We have proclaimed the death of the music industry, the decline of print journalism, and the radical overhaul of the TV and movie business. And while each industry is being remade in its own unique way, there is a fundamental similarity in the way that . . .

For Consumer Product Strategy Professionals

US HDTV Forecast, 2009 To 2014

Multi-HDTV Owners Become The Default Buyers

by James L. McQuivey, Ph.D., September 3, 2009

The nature of the high-definition TV (HDTV) buyer is changing — from first-time buyers purchasing their first HDTV to second- and even third-time buyers. By 2014, the HDTV will be in 71% of US households, and more than half will have two or more. Selling . . .

For Consumer Product Strategy Professionals

Five Things We Want From Social TV

Why And How Social Networking Will Take Over The Living Room TV

by James L. McQuivey, Ph.D., August 7, 2009

Thanks to Verizon, the first meaningful Facebook widget in the US has come to the TV. Some question whether the active Social Computing experience has any place in the so-called "lean back" living room experience. Those people are wrong. Once Facebook, . . .

For Consumer Product Strategy Professionals

Blu-ray Can't Succeed With HD Video Alone

Why The Future Of Blu-ray Depends On Serving Multiplatform Viewers

by James L. McQuivey, Ph.D., July 8, 2009

It was just over a year ago that Blu-ray vanquished its long-time rival HD-DVD. Uptake for Blu-ray has been promising: A significant 7% of US households can play Blu-ray discs at home either on a PlayStation3 or a standalone Blu-ray player. This certainly . . .

For Consumer Product Strategy Professionals

How Consumers Get Online Video To The TV

The Convenience Quotient Reveals The TV-Connected PC Is The One To Watch

by James L. McQuivey, Ph.D., June 8, 2009

Online video has finally come to the living room. Forrester estimates that nearly 9 million homes in the US watch at least some online video on a TV set in a typical month. Why they do so is obvious: They get more control over when they watch their favorite . . .

For Consumer Product Strategy Professionals

Preparing For The Coming Online TV Backlash

An Open Letter To An Industry On The Verge Of A Big Mistake

by James L. McQuivey, Ph.D., March 13, 2009

Online TV viewing has been a smash hit in the US, driving tens of millions of viewers to watch hundreds of millions of TV shows each month. However, the online TV model is coming under fire inside the secretive halls of content producers and rights holders. . . .

For Consumer Product Strategy Professionals

The Year Of The Connected TV

A CES 2009 Report

by James L. McQuivey, Ph.D., March 9, 2009

In the midst of a global recession, while most vendors were pushing their value-priced wares at the January 2009 International Consumer Electronics Show (CES) in Las Vegas, a small but significant revolution nonetheless took place. TV makers like LG, . . .

For Consumer Product Strategy Professionals

Cracking The Convenience Code

How The Convenience Quotient Guides Product Strategy

by James L. McQuivey, Ph.D., February 6, 2009

Why do the products with the most desirable features fail as often as they succeed? Diligent consumer product strategists work tirelessly to figure out how their products will fare in the marketplace. Even when their products succeed, they are often unable . . .

For Consumer Product Strategy Professionals

How Whole-Home Audio Products Can Find Their Rhythm

by James L. McQuivey, Ph.D., January 30, 2009

Over the past three years, a few whole-home audio devices have trickled into the marketplace from companies like Logitech and Sonos, offering consumers the ability to listen to digital content from their PCs or from the Internet in various rooms of their . . .

For Consumer Product Strategy Professionals

How To Keep Casual Video Piracy At Bay In 2009

by James L. McQuivey, Ph.D., December 2, 2008

Video piracy has, so far, been inconvenient enough that most consumers have not given it considerable attention — for example, only 10% of US online adults say they have downloaded video files through file-sharing applications. We examined today's consumer . . .

For Consumer Product Strategy Professionals

Video Devices Vulnerable In A Down Economy

Consumers Are Likely To Flee To Free Home Video Options

by James L. McQuivey, Ph.D., October 14, 2008

The global economic crisis hits people at all levels, constraining spending and making it difficult for new gadgets and devices to gain momentum. At the same time, economic difficulty tends to keep people at home and while at home, they like to be entertained . . .

For Consumer Market Research Professionals

Benchmark 2008: The Net Challenges Traditional Media For Young Eyeballs

North American Consumer Technographics

by James L. McQuivey, Ph.D., July 25, 2008

The total time spent consuming media does not vary significantly across generations, but with younger adults spending more and more of that time online, it's clear that entertainment consumption is evolving — to the detriment of offline media companies. . . .

For Consumer Market Research Professionals

Benchmark 2008: Pay TV Is Growing Through Digital Upgrades

North American Consumer Technographics

by James L. McQuivey, Ph.D., July 23, 2008

TV is now firmly digital — nearly 60% of US households with TVs get their service digitally in the form of satellite, digital cable, or telco TV service. Analog cable takes the biggest hit in the transition — which is exactly the way cable companies planned . . .

For Consumer Product Strategy Professionals

Competitive Product Ranking: Picking A Winning Set-Top Box

by James L. McQuivey, Ph.D., July 17, 2008

Between 2007 and 2008, manufacturers announced or deployed significant new set-top box products, each of them building on slightly different assets but all targeting the same goal — establishing an early foothold in at least a million living rooms. Because . . .

For Consumer Product Strategy Professionals

How Video Will Take Over The World

What The Rise Of OmniVideo Means For Consumer Product Strategy Professionals

by James L. McQuivey, Ph.D., June 17, 2008

TV is already the world's most powerful medium, yet it is about to evolve into a form that will be even more powerful, something Forrester calls OmniVideo. OmniVideo includes today's TV content experiences and devices but goes far beyond these, creating . . .

For Consumer Product Strategy Professionals

The Future Of Apple Inc.

By 2013, Apple's Product Mix Will Make It A Credible Hub Of The Digital Home

by J.P. Gownder, James L. McQuivey, Ph.D., May 22, 2008

Consumer product strategists frequently ask Forrester how Apple's product strategy will evolve: What will Apple's product portfolio look like five years from now, and how is Apple preparing for that future today? Forrester notes that Apple has completely . . .

For Consumer Product Strategy Professionals

What It Really Means To Watch TV Online

by James L. McQuivey, Ph.D., May 8, 2008

The days of thinking of online video as mostly a YouTube phenomenon are officially over. Instead, the Internet-connected PC has become another TV set in people's lives, one that fulfills all the same needs that the still-beloved TV set in the living room . . .

For Consumer Product Strategy Professionals

The Next Apple Music Device We Want To See

by James L. McQuivey, Ph.D., April 23, 2008

Rumors abound about which steps Apple will take next in its music business, but none of the rumors have so far hit on a significant opportunity that we see ahead of Apple: rebuilding the home audio market. Once a large, multifaceted industry, the home . . .

For Consumer Product Strategy Professionals

The Hard Road Ahead Of Blu-ray

by James L. McQuivey, Ph.D., April 9, 2008

In February, Toshiba officially threw in the towel and gave up its efforts to establish HD-DVD as the HD disc format of the future. To the victor — Blu-ray — go the spoils of this ugly format war. But just what those spoils are is still a big question. . . .

For Consumer Product Strategy Professionals

Advertisers See A TV+Web Future

by James L. McQuivey, Ph.D., April 4, 2008

Forrester and the Association of National Advertisers (ANA) surveyed 78 US advertisers representing nearly $15 billion in advertising budgets. More than half of them — 62% — told us that TV advertising is less effective than it was two years ago, which . . .

For Consumer Product Strategy Professionals

Modest Demand For Video On Demand

TV Providers Have A Year To Make This Work, Or Web-Based Competitors Will

by James L. McQuivey, Ph.D., February 15, 2008

Video on demand (VOD) has bedeviled the television service provider market for years, first requiring massive technology investment and then persistently underperforming against expectations. Despite dramatic market moves in 2007, the VOD market has barely . . .

For Consumer Product Strategy Professionals

The End Of The Music Industry As We Know It

The State Of The Digital Audio Market 2008

by James L. McQuivey, Ph.D., February 15, 2008

The close of 2007 marked the end of a decade of decline for the music industry. Digital audio — first illegal and now legal — has permanently changed how people find, buy, and listen to music. The new music industry economics will bring in $4.8 billion . . .

For Consumer Market Research Professionals

Which Magazines And Newspapers Generations Are Reading, 2007  (174 KB PPT)

by James L. McQuivey, Ph.D., January 8, 2008

How much time do Gen Yers, Seniors, and adults from other generations spend reading print media like newspapers and magazines? Which print brands are most popular among the different generations?