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
Dan DrathVice President - TRU8 March 2005
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™
106 million Gen Ys:37% of U.S. population
Source: US Census Bureau
Think it’sPlan toPassingcoolpurchasefad
Source: TRU’s Omnibuzz™July ‘04
Source: The Born to Be Wired Study, 2003
All media use: -4%
With the ‘Net
Without the ‘Net
The Millennial Online Experience
* 18-19 only
Including 21% of 12-year-olds!
* Includes 15-year-olds
Early/Mid ‘90s: Teens want any phone
Mid- to late-90s:Having the right phone:Brand, model becoming important
Nokia 5160:The Teen Phone
Late 90s:Color on the outside!
Silver, sleek, and flip:Nokia backlash, Motorola emergence
Color on the inside
Features! Cameras, SMS, PIM
Extremely/VeryLikely to have
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?
ThankYou, NERCOMP!Dan DrathTeenage Research UnlimitedDanD@teenresearch.com847-564-3440 ext. 242