CEA/NAHB Builder Survey
By Staff -- TWICE, 9/1/2003
HOME ELECTRONICSBuilder offers as standard or optional
| Standard | Optional | Both | Not offered | TOTAL | |
| Structured wiring | 33.9% | 37.7% | 6.4% | 22.0% | 100.0% |
| Monitored security | 6.7% | 49.9% | 5.4% | 37.9% | 100.0% |
| Distributed audio | 1.4% | 51.8% | 4.0% | 42.8% | 100.0% |
| Home theater | 1.4% | 50.7% | 3.2% | 44.7% | 100.0% |
| Automated lighting control | 0.1% | 28.0% | 3.0% | 68.9% | 100.0% |
| Home automation | 0.2% | 24.0% | 2.9% | 72.8% | 100.0% |
| Energy management | 0.4% | 27.9% | 3.3% | 68.5% | 100.0% |
SYSTEMS INSTALLED: Percent of Homes
| Structured wiring | 42.1% |
| Monitored security | 17.9% |
| Distributed audio | 8.7% |
| Home theater | 9.2% |
| Automated lighting control | 1.1% |
| Home automation | 0.4% |
| Energy management | 0.8% |
SYSTEMS INSTALLED: Typical Price
| Structured wiring | $1,211 |
| Monitored security | $1,215 |
| Distributed audio | $1,411 |
| Home theater | $5,105 |
| Automated lighting control | $8,786 |
| Home automation | $4,140 |
| Energy management | $2,065 |
IMPORTANT FACTORS IN COMPANY'S DECISION TO INSTALL:
| needed to compete in market | buyer or architect specifies | Increases our profit potential | set us apart from competition | |
| Structured wiring | 74.7% | 14.6% | 22.3% | 32.5% |
| Monitored security | 47.5% | 27.6% | 32.9% | 18.9% |
| Distributed audio | 32.5% | 37.1% | 47.3% | 20.2% |
| Home theater | 30.9% | 34.4% | 51.1% | 21.1% |
| Automated lighting control | 25.6% | 47.0% | 31.4% | 16.2% |
| Home automation | 22.4% | 48.4% | 30.0% | 13.2% |
| Energy management | 28.8% | 40.1% | 32.6% | 13.0% |
| Reasons Company does not Install: | ||||
| not much demand for product | too little profit potential | can't find product or installer | need to learn more about it first | |
| Structured wiring | 94.7% | 3.3% | 0.1% | 5.2% |
| Monitored security | 76.6% | 17.5% | 4.3% | 3.9% |
| Distributed audio | 83.0% | 6.2% | 4.9% | 14.1% |
| Home theater | 84.0% | 3.2% | 4.2% | 13.3% |
| Automated lighting control | 85.5% | 3.5% | 4.4% | 21.5% |
| Home automation | 84.9% | 4.2% | 4.4% | 20.0% |
| Energy management | 88.6% | 2.9% | 4.3% | 16.5% |
| HOMES EQUIPPED (AT MOVE-IN) WITH HIGH-SPEED INTERNET CONNECTION (CABLE, ADSL/DSL, T1 LINE, OR SATELLITE) | |
| Percent of Homes | 36.4% |
| HOMES WITH A HOME OFFICE | |
| Percent of Homes | 28.9% |
| IMPORTANCE OF INCLUDING LATEST HOME TECHNOLOGIES IN MARKETING HOMES COMPARED TO TWO YEARS AGO | |
| Much more important now | 31.4% |
| Somewhat more important now | 39.5% |
| Neither more nor less important now | 27.9% |
| Somewhat less important now | 1.2% |
| Much less important now | 0.0% |
| TOTAL | 100.0% |
| IN THE PAST TWO YEARS COMPANY REVENUES FROM ADDING HOME ELECTRONICS TECHNOLOGIES HAS: | |
| Greatly increased | 9.3% |
| Somewhat increased | 40.2% |
| Stayed about the same | 49.0% |
| Somewhat decreased | 1.2% |
| Greatly decreased | 0.2% |
| TOTAL | 100.0% |
| IMPORTANCE OF INCLUDING LATEST HOME TECHNOLOGIES IN MARKETING HOMES | |
| Very important | 19.2% |
| Somewhat important | 51.7% |
| Not important at all | 29.1% |
| TOTAL | 100.0% |
| TYPE OF SUPPLIERS/INSTALLATION CONTRACTORS USED FOR HOME ELECTRONICS TECHNOLOGIES | |
| Electrical contractor | 75.7% |
| Security installer | 73.0% |
| System integrator/Custom installer | 34.6% |
| Major retailer | 4.4% |
| Utility company | 12.1% |
| Our company installs them win in house labor | 1.5% |
| Other | 0.6% |
| AVERAGE RATING OF SATISFICTION WITH PEOPLE USED TO SUPPLY AND INSTALL HOME TECHNOLOGY PRODUCTS | |
| 1 = Very unsatisfied; 5 = Very satisfied | |
| Electrical contractor | 3.77 |
| Security installer | 3.50 |
| System integrator/Custom installer | 3.45 |
| Major retailer | 2.86 |
| Utility company | 2.42 |
| WHERE DO YOU LEARN ABOUT NEW TECHNOLOGIES THAT ARE AVAILABLE FOR HOMES | |
| NAHB | 55.1% |
| Local/State home builder assn. | 39.9% |
| Other associations | 2.6% |
| Trade shows | 59.0% |
| Local custom installers/suppliers | 49.8% |
| Internet | 26.6% |
| Trade publications | 75.2% |
| Other | 5.3% |
| AVERAGE RATING OF LIKELIHOOD OF HOME BUYERS TO BUY ELECTRONICS TECHNOLOGIES WITH THEIR NEW HOMES | |
| 1 = Not Likely; 5 = Very Likely | |
| 18 to 24 | 3.23 |
| 25 to 34 | 3.92 |
| 35 to 44 | 3.97 |
| 45 to 54 | 3.55 |
| 55 to 64 | 2.87 |
| 65 and over | 2.19 |
| AVERAGE RATING OF HOME BUYERS TO BUY ELECTRONICS TECHNOLOGIES WITH THEIR NEW HOMES | |
| 1 = Not Likely; 5 = Very Likely | |
| Under $50,000 per year | 2.09 |
| $50,000 to $74,999 | 2.80 |
| $75,000 to $99,999 | 3.30 |
| $100,000 to $149,999 | 3.65 |
| $150,000 to $199,999 | 4.21 |
| $200,000 or more | 4.36 |
| AVERAGE RATING OF IMPORTANCE WHEN SELECTING A HOME TECHNOLOGY INSTALLER | |
| 1 = Not important; 5 = Very important | |
| Supplier/Installer has desired brands | 3.41 |
| Completeness of offerings | 3.95 |
| Price | 4.17 |
| Opportunity for recurring revenues | 3.38 |
| Reputation | 4.06 |
| Recommendations of other professionals | 3.63 |
| Years in business | 3.45 |
| Size of company | 2.84 |
| Simplicity of offering | 3.62 |
| Experience in working with homebuilders | 4.14 |
| LIKELIHOOD OF HOME BUYERS WITH CHILDREN TO PURCHASE ELECTRONICS TECHNOLOGIES THAN BUYERS WITHOUT CHILDREN | |
| More likely to purchase | 32.3% |
| About the same likelihood of purchasing | 48.6% |
| Less likely to purchase | 2.5% |
| Don't know | 16.6% |
| TOTAL | 100.0% |
| LIKELIHOOD OF USEAGE OF NATIONAL RATING SYSTEM (ENABLES HOMEBUYERS TO UNDERSTAND THE TYPES AND AMOUNT OF TECHNOLOGY USED) | |
| Not likely | 34.5% |
| Somewhat likely | 53.6% |
| Very likely | 11.9% |
| TOTAL | 100.0% |
| Note: Survey based on responses of 552 builders polled in December 2002 Source: NAHB Research Center, Inc./CEA ©TWICE 2003 | |
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