nercomp 2005 “the young and the wireless”: young people’s immersion in technology dan drath...

NERCOMP 2005

“The Young and the Wireless”: Young People’s Immersion In Technology

Dan DrathVice President - TRU

8 March 2005

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™

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: 2,000

12- to 19-year-olds» Measures: Coolest Brands, Teen

Spending, Media Habits,Tech Involvement, Device Ownership

Born To Be Wired… Actually, Wireless

Affects: Dress

Shop

Learn

Are entertained

Socialize

Interact

Number of U.S. Births(In Millions)

2.0

2.5

3.0

3.5

4.0

4.5

5.0

1945

1947

1949

1951

1953

1955

1957

1959

1961

1963

1965

1967

1969

1971

1973

1975

1977

1979

1981

1983

1985

1987

1989

1991

1993

1995

1997

1999

Boomers(1946-1964)

Generation X(1965-1976)

Millennials(1977-1994?)

Millennials: The Next Big Demographic Force

Source: US Census Bureau

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

Tech Stats: teens 16-18

Think it’s Plan toPassing

cool purchase fad

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

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

In a typical week, how much time do you spend with…(Average # Hours Shown)

17.4 17.316.2

15.5

12 12

14.4

11.3

9.610.9

8.1 7.66.8

7.5

15.9

13.7

13-15 16-18 19-20 21-24

InternetTVRadioTelephone/Cell

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%

Time Spent with All Media Among Teenagers (1998-2003)(Mean Hours per Week)

38 39 39 3942 40 39 37 37 37

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The Millennial Online Experience

Tina’s Life:

With the ‘Net

Tina’s Life:

Without the ‘Net

The Millennial Online Experience

The Millennial Online Experience

College Student’s Online Experience

College Student’s Online Experience

Wireless Phone Ownership17- to 19-year-olds

11%19% 22% 20%

35%45%

55%63% 67%

1996 1997 1998 1999 2000 2001 2002 2003 2004*

* 18-19 only

10% 9% 10% 11%17%

26% 29% 31%37%

1996 1997 1998 1999 2000 2001 2002 2003 2004*

Wireless Phone Ownership12- 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 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%

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, Wireless

ThankYou, NERCOMP!

Dan DrathTeenage Research UnlimitedDanD@teenresearch.com847-564-3440 ext. 242