Computers dethrone television at home

Lexmark International, Inc. reports on the results of a survey he recently conducted with the professional coordination of the firm Roper Starch Worldwide. The aim of the study was to analyze the influence of personal computing on the American family. Their results are useful even outside the U.S., as they show a trend applicable to all countries where computers are entering homes. Statistical studies were conducted in August 1996 by taking a random sample of 1000 American households. Lexmark International/Roper Starch Worldwide phoned American families who have at least one computer in their home.

The consultations were aimed at knowing to what extent computers compete with the television and other appliances such as stereo equipment and dishwasher machines. Half of Americans with personal computers today place more importance on these systems than conventional television and other electronic devices found in the home.

Pollsters noted that television is declining as the most required device in the home and, because of this, computers and printers are growing in importance significantly. One of the reasons for this change is that users prefer the "ubiquity" of PCs, as they serve to obtain information, for teaching, for home accounting, as for entertainment activities, and for many other functions. The role of the computer depends on people's own creativity. On the other hand, conventional television sets only provide a structured output and do not give possibility of other uses or alternatives. The study also showed that the time spent using the computer is becoming longer than that spent watching television and even talking on the phone.

Susan Gauff, president of communications at Lexmark, said, "Computers and printers are taking deep root in American families as they discover new applications that enhance their lifestyle. Increasingly, computer units and personal printers are becoming the focal point of family interaction, allowing you to search for information for household chores and for personal use and create a wide variety of color-printed applications, such as postcards. T-shirts, labels, comic strips and even photographs."

Nick Tortorello, senior vice president of Roper Starch Worldwide, after learning the results of the study said "that the era of television as a primary medium of entertainment and information is dying." On the other hand, he added "that he expects the growth trends of computers to extend much more."

Lexmark International, Inc. is a global developer, manufacturer and supplier of printing solutions and products, including laser, inkjet and dot matrix printers and supplies for the office and home markets.

The company is a wholly owned subsidiary of Lexmark International Group, Inc. which earned sales of $2.4 billion in 1996.

Lexmark has its executive offices and largest manufacturing center in Lexington, Kentucky, and other manufacturing centers in Boulder, Colorado, Juarez, Mexico, Rosyth, Scotland, Orleans, France, and Sydney, Australia. More information about Lexmark can be found on the company's homepage:

www.lexmark.com on the Internet.