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NERCOMP 2005 “The Young and the Wireless”: Young People’s Immersion In Technology. Dan Drath Vice President - TRU 8 March 2005. Teens’ Most Frequent At-School Wireless Phone Activities. Check the time47% Make calls outside class24%

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NERCOMP 2005 “The Young and the Wireless”: Young People’s Immersion In Technology

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Nercomp 2005 the young and the wireless young people s immersion in technology

NERCOMP 2005“The Young and the Wireless”: Young People’s Immersion In Technology

Dan DrathVice President - TRU8 March 2005


Teens most frequent at school wireless phone activities

Teens’ Most Frequent At-School Wireless Phone Activities

Check the time47%

Make calls outside class24%

Send text messages outside class12%Send text messages inside class11%

Play games10%Use the calculator8%Access the ‘Net/Web6%Listen to music5%Make calls during class3%

Teens 12-19“Check all that apply”Source: The TRU Study™


Agenda

Agenda

  • Millennials: Who Are They?

  • The ‘Net: What’s Been Its Impact?

  • Wireless Phones: It’s Mid-Morning in a New Communication Era

  • Designing “Dorm-o-topia”: the Perfect Dorm Room

  • Technology’s Underbelly:Teens Gone Wild!


Tru teenage research unlimited

TRU - Teenage Research Unlimited

  • Custom Research

    • Trendwatch™ Panel

    • Numerous tech clients

  • The TRU Study™

    • Updated twice a year

    • Quantitative study: 2,00012- to 19-year-olds

    • Measures: Coolest Brands, Teen Spending, Media Habits,Tech Involvement, Device Ownership


Born to be wired actually wire less

Born To Be Wired… Actually, Wireless

Learn

Socialize

Affects:

Dress

Are entertained

Shop

Interact


Millennials the next big demographic force

106 million Gen Ys:37% of U.S. population

Millennials: The Next Big Demographic Force

Source: US Census Bureau


Tech stats teens 16 18

Tech Stats: teens 16-18

Think it’sPlan toPassingcoolpurchasefad

iPod/MP363%32%20%

Camera phone55%23%28%

Laptop70%45%5%

WiFi53%14%13%

Palm/PDA42%9%30%

Source: TRU’s Omnibuzz™July ‘04


Impact of this technology

Impact of this Technology

  • Changes who and how they meet

  • Strengthens relationships

  • Creates new outlets for self-expression

  • Builds new communities

  • Levels the playing field

  • Radically changes how they shop

  • Leads them to push limits (and the rules!)


Internet time now exceeds tv time

Internet Time Now ExceedsTV Time

Source: The Born to Be Wired Study, 2003


Media saturation point

All media use: -4%

Radio: -20%

Newspaper: -20%

TV: -7%

Magazines: -24%

Internet: +63%

Media Saturation Point


The millennial online experience

The Millennial Online Experience

Tina’s Life:

With the ‘Net


The millennial online experience1

The Millennial Online Experience

Tina’s Life:

Without the ‘Net


Nercomp 2005 the young and the wireless young people s immersion in technology

The Millennial Online Experience


College student s online experience

College Student’s Online Experience


College student s online experience1

College Student’s Online Experience


Wireless phone ownership 17 to 19 year olds

Wireless Phone Ownership17- to 19-year-olds

* 18-19 only


Wireless phone ownership 12 to 14 year olds

Including 21% of 12-year-olds!

Wireless Phone Ownership12- to 14-year-olds

* Includes 15-year-olds


Teens wireless phone evolution

Early/Mid ‘90s: Teens want any phone

Teens’ Wireless Phone Evolution


Teens wireless phone evolution1

Teens’ Wireless Phone Evolution

Mid- to late-90s:Having the right phone:Brand, model becoming important


Teens wireless phone evolution2

Teens’ Wireless Phone Evolution

Nokia 5160:The Teen Phone


Teens wireless phone evolution3

Teens’ Wireless Phone Evolution

Late 90s:Color on the outside!


Teens wireless phone evolution4

Teens’ Wireless Phone Evolution

Silver, sleek, and flip:Nokia backlash, Motorola emergence


Teens wireless phone evolution5

Teens’ Wireless Phone Evolution

Color on the inside


Teens wireless phone evolution6

Teens’ Wireless Phone Evolution

Features! Cameras, SMS, PIM


On campus tech college bound teens 16 18

On-Campus Tech: college-bound teens 16-18

Extremely/VeryLikely to have

Cell phone61%

Laptop59%

Digital camera39%

MP3 player35%

Landline34%

Cell phone, college’s area code24%

, parents’ area code

Source: TRU’s Omnibuzz™January ‘05


Nercomp 2005 the young and the wireless young people s immersion in technology

With technology playing such a prominent role in their lives…

…how do they want it integrated?


Nercomp 2005 the young and the wireless young people s immersion in technology

All this technology…

…always a good thing?


Born to be wired actually wire less1

Born To Be Wired… Actually, Wireless


Nercomp 2005 the young and the wireless young people s immersion in technology

ThankYou, NERCOMP!Dan DrathTeenage Research [email protected] ext. 242


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