PCs at home - personal computers

American Demographics, Feb, 1998 by Nancy Ten Kate

The number of homes with PCs continues to increase slowly and steadily. Thirty-nine percent of U.S. homes had PCs in July 1997, compared with 37 percent in January 1997, according to a survey conducted by Odyssey, a San Francisco market research firm. Repeat buyers still account for the vast majority of home PC sales. More than two-thirds of consumers who purchased a home computer in the first six months of 1997 were repeat buyers, a number that has inched up from about half in January 1995.

The market for home computers could see more growth, but computer manufacturers aren't offering what consumers want, according to Nick Donatiello, president of Odyssey. "There is plenty of room to grow, but only if computer manufacturers begin to make the kinds of machines that consumers demand: PCs that are easier to buy, easier to set up, easier to use, and that deliver entertainment value."

There may be one other important reason people are not purchasing computers for their home: money. Thirty-five percent of those who don't own a computer say the cost of the equipment and services is the main reason, according to an American Society for Quality/Gallup survey. The second-most common reason, cited by 19 percent of respondents, is lack of interest. One in ten respondents say computers don't fit their lifestyle, and 9 percent say they are too complicated. Odyssey's Homefront study tracks the home market for computers, multimedia, CD-ROM, and online services. For more information on Odyssey research, call (800) 742-1792. A free summary of the American Society for Quality/Gallup summer 1997 survey is available by calling ASQ's customer service center at (800) 248-1946 and asking for item number B0872.