CONSUMER TECHNOLOGY & LIFESTYLE SURVEY RESULTS

Consumer Technology & Lifestyle Survey Results
Holos Research
March 31, 2011

Methodology

Survey Mode: Online Panel

Panel Source: AskYourTargetMarket.com

Administration Dates: March 29-30, 2011

N = 200

Respondent Demographics

Gender

Males only

Age

18-24               33.0%

25-34               36.0%

35-44               27.5%

45-54                3.5%

Industry

Accounting/Finance/Banking                        1.0%

Advertising/Graphic design                1.5%

Arts and entertainment                                    3.0%

Clerical                                                            3.0%

Healthcare                                           4.5%

Hospitality                                           1.5%

IT                                                        8.0%

Legal                                                    0.5%

Management                                        9.0%

Military                                                            0.5%

Public safety                                        1.0%

Real estate                                           1.0%

Retail                                                   9.5%

Small business owner                         6.5%

Student                                                            14.5%

Other                                                   35.0%

Education

No college                               27.0%

Some college                           40.0%

Professional degree                  2.5%

2yr degree                                 3.0%

4yr degree                                20.5%

Graduate degree                       7.0%

Employment Status

Full time                                  45.5%

Part time                                  14.0%

Retired                                      0.5%

Student                                                13.5%

Unemployed                            26.5%

Ethnicity

African American                    4.0%

Asian American                       15.0%

Hispanic/Latino American      8.0%

Multi-racial                              3.0%

Native American                     1.5%

White American                      65.5%

Other                                       3.0%

Income

$0 - $25,000                            37.5%

$25,000 - $50,000                   32.0%

$50,000 - $75,000                   19.5%

$75,000 - $100,000                  7.0%

$100,000 - $200,000                4.0%

Relationship Status

Single                                       67.5%

Single mom/dad                      3.0%

Married                                    19.5%

Married with children              10.0%

Key Findings

Ø 74% of respondents chose internet service over a cell phone and cable/satellite TV if they could only have one service at home.

Ø Respondents spend their time online:

v Reading & sending emails (87.5%)

v Watching Youtube (72.5%)

v Checking/updating Facebook or other social networking sites (65.0%)

v Working or doing research (62.5%)

v Reading news or magazine articles (59.0%)

v Watching pornography (34.5%)

v Blogging or Vlogging (30.0%)

Ø 88.5% of respondents would rather give up looking in a mirror, a toothbrush & toothpaste, or wearing shoes (including sandals) for a day before they would give up internet access.

Ø Almost two-thirds (64.0%) of respondents would give up sex for a week before they would give up their internet connection.

Ø 92.5% of respondents would rather give up beer/alcohol and pub-grub for an entire year before they would give up internet access.

Ø Top 5 activities respondents spend the most doing online:

v General browsing (69.5%)

v Emailing or IMing (63.5%)

v Facebooking or other social networking (48.5%)

v Watching videos (48.0%)

v Playing games (40.5%)

Ø If a storm was coming that would knock out services to their homes, 43.5% of respondents would want their internet service to stay up and running over their water service.

Ø Respondents’ 5 most important gadgets:

v Computer (87.0%)

v Cable/satellite box (50.0%)

v Smartphone (42.0%)

v Wireless router (41.0%)

v Digital camera (21.0%)

Ø Respondent devices that access the Internet wirelessly:

v Computer (83.0%)

v Gaming console (51.0%)

v Smartphone (44.0%)

v Tablet (10.5%)

Ø When their wireless internet goes down, respondents:

v Calmly look for a solution (63.5%)

v Steal someone else’s WiFi signal (22.0%)

v Yell obscenities (21.5%)

v Enjoy the brief moment of being “unwired” (17.0%)

Note: 11.5% did not have a wireless connection

Ø 67% of respondents fix problems with their wireless (or wired) internet connections themselves. 19.5% get help from technical support.