Immersion in Technology: The Young and the Wireless

1. NERCOMP 2005“The Young and the Wireless”: Young People’s Immersion In Technology Dan DrathVice President - TRU8 March 2005

2. Teens’ Most Frequent At-School Wireless Phone Activities Check the time 47% Make calls outside class 24% Send text messages outside class 12%Send text messages inside class 11% Play games 10%Use the calculator 8%Access the ‘Net/Web 6%Listen to music 5%Make calls during class 3% Teens 12-19“Check all that apply”Source: The TRU Study™

3. 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!

4. 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

5. Born To Be Wired… Actually, Wireless Learn Socialize Affects: Dress Are entertained Shop Interact

6. 106 million Gen Ys:37% of U.S. population Millennials: The Next Big Demographic Force Source: US Census Bureau

7. Tech Stats: teens 16-18 Think it’s Plan to Passingcoolpurchasefad iPod/MP3 63% 32% 20% Camera phone 55% 23% 28% Laptop 70% 45% 5% WiFi 53% 14% 13% Palm/PDA 42% 9% 30% Source: TRU’s Omnibuzz™July ‘04

8. 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!)

10. Internet Time Now ExceedsTV Time Source: The Born to Be Wired Study, 2003

11. All media use: -4% Radio: -20% Newspaper: -20% TV: -7% Magazines: -24% Internet: +63% Media Saturation Point

12. The Millennial Online Experience Tina’s Life: With the ‘Net

13. The Millennial Online Experience Tina’s Life: Without the ‘Net

14. The Millennial Online Experience

15. College Student’s Online Experience

16. College Student’s Online Experience

17. Wireless Phone Ownership17- to 19-year-olds * 18-19 only

18. Including 21% of 12-year-olds! Wireless Phone Ownership12- to 14-year-olds * Includes 15-year-olds

19. Early/Mid ‘90s: Teens want any phone Teens’ Wireless Phone Evolution

20. Teens’ Wireless Phone Evolution Mid- to late-90s:Having the right phone:Brand, model becoming important

21. Teens’ Wireless Phone Evolution Nokia 5160:The Teen Phone

22. Teens’ Wireless Phone Evolution Late 90s:Color on the outside!

23. Teens’ Wireless Phone Evolution Silver, sleek, and flip:Nokia backlash, Motorola emergence

24. Teens’ Wireless Phone Evolution Color on the inside

25. Teens’ Wireless Phone Evolution Features! Cameras, SMS, PIM

28. On-Campus Tech: college-bound teens 16-18 Extremely/VeryLikely to have Cell phone 61% Laptop 59% Digital camera 39% MP3 player 35% Landline 34% Cell phone, college’s area code 24% , parents’ area code Source: TRU’s Omnibuzz™January ‘05

29. With technology playing such a prominent role in their lives… …how do they want it integrated?

32. All this technology… …always a good thing?

34. Born To Be Wired… Actually, Wireless

35. ThankYou, NERCOMP!Dan DrathTeenage Research UnlimitedDanD@teenresearch.com847-564-3440 ext. 242