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Cisco CLUE Part 2: Home is where the heart (and broadband) are…

Yesterday , we introduced the top-level Cisco Connected Life User Experience (CLUE) Index findings. Today, we’ll focus on the “At Home” or residential services category of our CLUE research.

The At Home portion of the CLUE Index grew 7.56 points, from the baseline 100 index points value (based on 2008 global service adoption data) to 107.56 index (based on 2009 global service adoption data).  “That’s great, you may be saying, but what does this really mean, Webster, besides a fun field trip with index numbers?” you may be asking…and good question.  The bottom line is that for all the attention on the residential market, this segment demonstrated the smallest growth (compared to At Work [+14.17] and On the Move [+19.45]). As global consumers have collectively tightened their belts during the global economic recession, we believe this comparatively modest increase reflects residential consumers’ careful spending of their disposable household incomes. Here’s a graphic summary of residential services global growth:

graphic summary of residential services global growth

We tracked global penetration of the following residential services as part of our CLUE research:

  • Consumer instant messaging: fixed-line instant messaging for consumers
  • Consumer VoIP: including both Internet VoIP (e.g., Skype), and dedicated VoIP subscriptions from a broadband service provider or an independent VoIP service provider (e.g., Vonage)
  • Online gaming: games either downloaded from or played over the Internet, including Internet-connected console gaming
  • Online music:  songs or music tracks downloaded from or streamed over the Internet
  • Online video: video downloaded from or streamed over the Internet
  • Social media: social networking (e.g., Facebook or MySpace) and blogging
  • Next-generation TV: multichannel television including cable TV, Internet Protocol Television (IPTV), satellite TV, and paid digital terrestrial TV.
  • Time-delayed TV: personal video recorders (PVRs) or digital video recorders (DVRs) that allow recording of TV content to be viewed at a user’s discretion, using a next-generation TV service
  • VoD: on-demand video programming that is streamed or downloaded through a TV set-top box, using a next-generation TV service

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Announcing the Cisco Connected Life User Experience (CLUE) Index Update

As the winter solstice (December 21) approaches for the northern hemisphere, many of us are experiencing shorter days and longer nights (and that familiar chill in the air). But even in these conditions, anticipation is growing and a sense of excitement is upon us.  Sure, some are focused on the Holiday season…but for us at SP360, we’re focused on…wait for it…wait for it…advanced services adoption.

Today, we’re pleased to release an update to another one of our research platforms -- the Cisco Connected Life User Experience (or CLUE) Index. Focused on regional adoption of various network based services through a user’s Connected Life - At Home, At Work, or On the Move, the CLUE Index is an unweighted index, similar to a market capitalization stock index. In our methodology, services with the highest adoption relative to the addressable market have the highest values in the individual category indexes.   This shows us how fast services are growing relative to one another within a region or category, as well as  provides a comparative summary of how global regions rank relative to each other.

Cisco Connected Life User Experience

Last March, we established the baseline CLUE Index value (100 index points) for this research project (based on calendar year 2008 service adoption data from various independent analyst sources). The current report represents the first update to our baseline findings and describes the regional-level and service-level changes based on calendar year 2009 service adoption data. Here’s a summary of some of our top-level findings:

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