1. IEEE 2008 Membership Segmentation Study IEEE Technical Activities Meeting Atlanta, GA 12 February 2010 Jamie Moesch Director, Member Strategy

2. 2 Survey Methodology A total of 2,224 interviews were completed among both student and non-student members. Of which: –1,319 were among higher grade members –905 were among student members Interviewing occurred between November 10 and December 17, 2008. All interviewing was conducted online using IEEE supplied sample. Given the sample was comprised of current IEEE members, all respondents were qualified for the survey. Interviews averaged 26 minutes in length. All interviewing was conducted in English. 2

3. 3 Importance of IEEE Membership BASE: ALL QUALIFIED RESPONDENTS (Members, N=1,319/Students, N=905) Q815. How important to you is your membership in IEEE?  Overall, membership in IEEE is very important to its members.  Nearly two thirds say their membership is very important.  Students place even greater importance on their IEEE membership with 65% saying it is very important versus 58% for non-student members. = Statistically higher at the 95% confidence level (between Members and Students).

4. 4 Satisfaction with IEEE Membership BASE: ALL QUALIFIED RESPONDENTS (Members, N=1,319/Students, N=905) Q830. Overall how satisfied are you with your IEEE membership? Satisfaction with their IEEE membership is fair, with about one-quarter of HG members who said they are very satisfied with their IEEE membership and 45% say they are somewhat satisfied. No significant differences emerge between HG and student members. Top 2 Box 69% HG = Statistically higher at the 95% confidence level (between Members and Students).

5. MembersStudents To remain technically current To obtain IEEE publications To enhance my career opportunities To join IEEE societies To enhance my stature within the profession To network with others in the profession For continuing education To participate in local IEEE activities A professor suggested it To obtain a reduced registration fee at IEEE conferences To have access to discounts on professional and personal services To give back to my profession To access insurance To give back to the world community To obtain an IEEE email alias with virus protection To participate in standards development To participate in student branch activities To participate in student contests 5 BASE: ALL QUALIFIED RESPONDENTS (Members, N=1,319/Students, N=905) Q915. Please indicate the major reasons you originally joined IEEE. Please choose all that apply. Reasons Joined IEEE Originally  The top reasons why members originally joined IEEE are to remain technically current, to obtain IEEE publications, to access insurance and to enhance their career opportunities.  Students are more likely to mention career development and reduced rates for conferences and activities. = Statistically higher at the 95% confidence level (between Members and Students).  Over 60% selected 4 or more reasons  13% selected just 1 reason HG

6. 6 IEEE Technical Society Membership and Reasons For Membership Among Members BASE: MEMBERS, N=1,319 Q1005. Do you belong to any of the IEEE technical societies? BASE: MEMBERS WHO ARE CURRENT MEMBER OF IEEE TECHNICAL SOCIETY (Q1005/1), N=935 Q1010. Which of the following reasons best describes why you belong to your primary IEEE technical society?  The top reasons for membership include keeping informed of advancements in the field, obtaining society publications, and obtaining technical information and resources. To keep myself informed of the advancements in my field68% To obtain society publications (paper and/or electronic)54% To obtain technical information and resources54% To meet and interact with others who share my professional interests (networking)25% To contribute to my profession12% To get access to continuing education opportunities12% To serve as a volunteer (for example, write or review articles, speak at conferences or serve on committees) 10% To attend local chapter activities10% To receive discounts on Society conference fees8% Other1% Which of the following reasons best describes why you belong to your primary IEEE technical society? You may select up to 3 responses.

7.  More than 9 in 10 respondents consider their membership in the IEEE society to be at least marginally, if not very important. 7 Importance of Membership in Primary IEEE Technical Society BASE: CURRENT MEMBER OF IEEE TECHNICAL SOCIETY (Q1005/1) (Members, N=935/Students, N=468) Q1015. How important to you is your membership in your primary IEEE technical society? HG Top 3 Box 61% 65%

8.  Satisfaction with primary IEEE technical society skews positive.  1 in 4 are ‘very satisfied,’ half are ‘somewhat satisfied.’  Less than 1 in 10 express dissatisfaction.  No significant difference emerge between HG and student members. 8 Satisfaction with Primary IEEE Technical Society BASE: CURRENT MEMBER OF IEEE TECHNICAL SOCIETY (Q1005/1) (Members, N=935/Students, N=468) Q1020. How satisfied are you with the primary IEEE technical society you belong to? Top 2 Box 73% 72% HG

9. 9 HG Member Reasons for Satisfaction with IEEE Technical Society BASE: MEMBERS WHO ARE SOMEWHAT OR VERY SATISFIED (Q1020/4-5), N=684 Q1025. Please tell me the reasons why you are satisfied with your IEEE technical society? Reasons For Satisfaction with IEEE technical society “I keep myself updated on the last trends in the area.” –Member  Reasons cited for satisfaction include providing updated and current info, good technical content, and relevant info – all top motivators shared for joining IEEE.

10. 10 HG Member Reasons for Dissatisfaction with IEEE Technical Society BASE: MEMBERS WHO ARE NEITHER, SOMEWHAT OR VERY DISSATISFIED (Q1020/1-3), N=251 Q1030. Please tell me the reasons why you are not satisfied with your IEEE technical society? Reasons For Dissatisfaction with IEEE technical society “Technical relevance is sometimes lacking. ” –Member  Lack of relevance, cost, and not enough local activities are points of dissatisfaction.

11. 11 HG Member Reasons Do Not Currently Belong to an IEEE Technical Society BASE: MEMBERS WHO ARE NOT A CURRENT MEMBER OF IEEE TECHNICAL SOCIETY (Q1005/2), N=384 Q1045. Why are you currently not a member of an IEEE Society? Reasons Do Not Currently Belong to an IEEE technical society “Because it costs a lot! If it was for free or less expensive I would like to be a member of the communications society.” –Member  Cost is the biggest inhibitor to membership – about 1 in 5 cite it as a reason for not belonging to an IEEE society.  Other mentions include lack of relevance to current field and lack of time.

12. Satisfaction by Importance - Higher Grade Members 2008 12 More critical strengths Less critical strengths Lower priority improvements Top improvement opportunity % Importance (mean= 39) % Satisfaction (mean=41) Top 3 Box %

13. 13 Summary of Segments Segment 1 makes up the largest segment with a third of IEEE members. Segment 1 (Swing 1) Most graduate students Most likely to have used IEEE Xplore Digital Library Highest non-US memberships Segment 2 (At Risk) Focused on technical content Younger non-students No participation in insurance Segment 3 (Swing 2) Most undergraduate students Least likely to be part of an IEEE tech society 2 years or less of membership Segment 5 (Base 2) Insurance 20 Years + of Membership Segment 4 (Base 1) Most satisfied Volunteers 20 Years+ of Membership Most likely to renew Likely to renew At Risk

14. 14 Summary of Segments Segment descriptions are relative rather than absolute. Bear in mind that the individual statements for each segment are better understood if they are examined relative to one another. YellowRedOrangeDark Green Light Green 12

15. 15 Demographics of Segments Segment 1Segment 2Segment 3Segment 4Segment 5 Swing 1At RiskSwing 2Base 1Base 2 Gender Male (89%)Male (94%) Male (80%) Female (20%) Male (90%)Male (93%) Average age 30 years old47 years old 27 years old 50 years old Country of residence USA (28%) Canada (6%) India (8%) Germany (4%) USA (38%) Japan (8%) UK (6%) India (5%) USA (55%) India (9%) USA (69%)USA (85%) Highest level of education Grad/prof degree (45%) Doctoral degree (36%) Grad/prof degree (33%) College (24%) Some college (25%) Doctoral degree (42%) Grad/prof degree (44%) Bachelor’s (44%) Current employment status Full-time student (36%) Edu institution (27%) Private industry (50%) Full-time student (60%) Private industry (47%) Private industry (64%) Income Less than $25K (42%)$100K – less than $200K (30%) Less than $25K (52%) $100K – less than $200K (45%) $100K – less than $200K (41%) Title use to describe themselves (besides Engineer) Student (14%) Researcher (9%) Professor (11%) Scientist (9%) Student (25%) Professor (10%)Manager (10%) Membership grade Grad student (47%) Student (25%) Member (83%) Student (58%) Member (52%) Sr Member (36%) Member (78%) Membership in IEEE technical societies Yes (66%)Yes (71%) No (63%) Not aware of (16%) Cost/too expensive (16%) Field undecided (11%) Yes (87%)Yes (56%) (n=730)(n=428)(n=405)(n=320)(n=357) Light GreenYellowRedOrangeDark Green

16. So what does all of this data mean to TA? Key takeaways The more we can get members involved with societies, the more engaged and satisfied with IEEE membership our members will be, but they need to feel the society is valuable to them. How can the value be improved? –While satisfaction is high with the technical content of societies. Improvements that would improve the value in they eyes of society members include:  Improving the relevant content for industry practitioners  Improving opportunities for professional networking  Improving continuing education (especially for Segment 1, GSM’s)  Lower pricing could also be considered 19-Oct-1516

17. So what does all of this data mean to TA? Key takeaways Page 2 Segment 1 (“Yellow”/Graduate students) and Segment 2 (“Red”/At Risk) are extremely fertile soil for society membership, but they are value conscious and will want to see return on their investment in the form of good content and networking opportunities. Undergraduate student membership (“Orange”/Segment 3) has a lot of churn so it might not be fertile soil for long term society member retention There is a segment of IEEE membership who is primarily here for the insurance discounts. Many of these people join societies. However their other IEEE participation is extremely limited by choice. If it was not for the Insurance discounts, they would likely leave IEEE. 19-Oct-1517

18. Members in Developing Countries At the conclusion of the 2009 membership year (members/approximate 2009 dues revenue): –Total Higher Grade Paying: 25,546 members / $2.55M  Full Dues Paying: 14,352 members / $1.85M  Special Circumstances: 11,194 members / $0.7M –Top 10 Developing Countries by total paying Higher Grade members Full List of Countries and Counts in Appendix Country Region GDP/CapitaSpecial CircumstancesFull Paying Paying Higher Grade Member Total India R10 $ 9763,5062,6916,197 China R10 $ 2,6041,7051,9143,619 Mexico R9 $ 8,3864819191,400 Brazil R9 $ 6,8522311,0631,294 Malaysia R10 $ 7,0272408091,049 Romania R8 $ 7,523405360765 Turkey R8 $ 6,511254437691 Russia R8 $ 9,050375289664 Poland R8 $ 11,00896496592 South Africa R8 $ 5,82653516569

19. Comparison of “Electronic IEEE Membership” vs. Standard IEEE Membership Electronic Membership Standard Membership Base Membership Price$50 or $55$134 (in 2010) Publications Digital Spectrum Digital The Institute Print Spectrum Print The Institute – (when available) Membership CardDownloadable PDFPaper Special CircumstancesNot Available on base e-membership* No Changes Grade Elevation (Senior Mbr, Fellow) No Change IEEE ElectionsNo Change Access to online products (myIEEE, IEEEtv, Jobsite, etc.) No Change Access to member discountsNo Change Region AssessmentNo Change Ability to join IEEE SocietiesNo Change Other Benefits & OpportunitiesNo Change * Special circumstances will still be applied to Society Memberships if the member qualifies

20. NPSS Recruitment Summary 2009