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05 August 2005

North-American households without PCs

The Forrester report What it will take to reach PC have-nots (17-06-05) analyses the attitudes and motivations of the 15 M North-American households (corresponding to 32% of all households) who don't own a PC, but on the other hand, have a TV set (98% do) and a telephone (94% do).

A little more that half of them (53%) are open to the idea of having a PC were PCs less expensive; set up and training were provided; PCs were truly valuable; Internet access were free. The study shows a correlation between lower (than average) income households and price and assistance conditions; and between higher income and benefit condition.

(Findings are based on the December 2004 Consumer Technographics study of 60.000 US and Canadian households)

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