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% 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 “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, to 19-year-olds »Measures: Coolest Brands, Teen Spending, Media Habits, Tech Involvement, Device Ownership

Born To Be Wired… Actually, Wire less Affects:Dress Shop Learn Are entertained Socialize Interact

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

Tech Stats: teens Think it’sPlan toPassing coolpurchasefad 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!)

Greatest Impact: Empowerment!

Internet Time Now Exceeds TV 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%

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

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

College Student’s Online Experience

Wireless Phone Ownership 17- to 19-year-olds * only

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

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

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 Extremely/Very Likely to have Cell phone61% Laptop59% Digital camera39% MP3 player35% Landline34% Cell phone, college’s area code24% Source: TRU’s Omnibuzz™ January ‘05, parents’ area code

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, Wire less

Thank You, NERCOMP! Dan Drath Teenage Research Unlimited ext. 242