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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

Dan DrathVice President - TRU8 March 2005


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

  • 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

  • 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, Wireless

Learn

Socialize

Affects:

Dress

Are entertained

Shop

Interact


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

Millennials: The Next Big Demographic Force

Source: US Census Bureau


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

  • 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 ExceedsTV Time

Source: The Born to Be Wired Study, 2003


All media use: -4%

Radio: -20%

Newspaper: -20%

TV: -7%

Magazines: -24%

Internet: +63%

Media Saturation Point


The Millennial Online Experience

Tina’s Life:

With the ‘Net


The Millennial Online Experience

Tina’s Life:

Without the ‘Net


The Millennial Online Experience


College Student’s Online Experience


College Student’s Online Experience


Wireless Phone Ownership17- to 19-year-olds

* 18-19 only


Including 21% of 12-year-olds!

Wireless Phone Ownership12- to 14-year-olds

* Includes 15-year-olds


Early/Mid ‘90s: Teens want any phone

Teens’ Wireless Phone Evolution


Teens’ Wireless Phone Evolution

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


Teens’ Wireless Phone Evolution

Nokia 5160:The Teen Phone


Teens’ Wireless Phone Evolution

Late 90s:Color on the outside!


Teens’ Wireless Phone Evolution

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


Teens’ Wireless Phone Evolution

Color on the inside


Teens’ Wireless Phone Evolution

Features! Cameras, SMS, PIM


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


With technology playing such a prominent role in their lives…

…how do they want it integrated?


All this technology…

…always a good thing?


Born To Be Wired… Actually, Wireless


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


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