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Despite Downturn, Builders Still Offer Solutions: CEA Study

Arlington, Va. – Builders are still offering technology
solutions to consumers, despite the sharp drop in housing starts, according to
a new Consumer Electronics Association (CEA) study.

In CEA’s 8th Annual State of the Builder Technology Market Study,
released today, finds positive news in the home-technology market amid the
downturn in the U.S.
housing market. CEA also released a qualitative analysis report, The Home
Technologies Market – An In-Depth Look at Home Builder Perceptions and

Both studies are meant to provide home-technology professionals
with a better understanding of homebuilders’ perceptions of and motivations for
installing home technology.

“Home technology, like the housing market, hit bottom in 2009,”
stated Steve Koenig, CEA’s industry analysis director. “Despite the sharp drop
in housing stats, builders continue to offer technology solutions to their
customers. Builders view technology as a potential key to growth as the economy
improves, and many have cemented home technology in their portfolio of home
features and amenities.”

Twenty-eight percent of builders said home technology was very
important to marketing new homes in 2009, up from 25 percent in 2008. In a
challenging housing market, builders looked for solutions to add value to a home,
CEA reports.

One-quarter of builders (25 percent) said home technologies
positively impacted their revenues, up from 18 percent in 2008. The study found
that 8 percent of builders stated home technologies greatly increased their
revenue, the highest level recorded in the history of the study.

CEA recommends builders work with system integrators/electronic
systems contractors (ESCs) because of their focus and expertise on home
technology and ability to help sell home technology to potential customers.

System integrators/ESCs are making inroads with builders, and
when combined, represent 67 percent of contractors used to install home
technologies. When selecting a service provider, builders act like consumers.
Reputation (75 percent), experience working with builders (75 percent) and
completeness of offerings (73 percent) closely follow price (82 percent) in
ranking the factors for selecting a home-technology installer.

The 8th Annual State of the Builder
Technology Market Study (March 2009) was conducted in November and December
2009. The Home Technologies Market – An In-Depth Look at Home Builder
Perceptions and Motivations was conducted in January 2010. Both were designed
and formulated by CEA.

The reports are available free to CEA member companies at

Non-members will be able to purchase them at