CONSUMER TECHNOLOGY & LIFESTYLE SURVEY RESULTS

Apr.06.2011 Facebook icon E-mail icon

Consumer Technology & Lifestyle Survey Results
Holos Research
March 31, 2011
Methodology
 
Survey Mode: Online Panel
Panel Source: AskYourTargetMarket.com
Administration Dates: March 29-30, 2011
N = 200
 
 
Respondent Demographics
 
Gender
Males only
 
Age
18-24               33.0%
25-34               36.0%
35-44               27.5%
45-54                3.5%
 
Industry
Accounting/Finance/Banking                         1.0%
Advertising/Graphic design                 1.5%
Arts and entertainment                                     3.0%
Clerical                                                             3.0%
Healthcare                                            4.5%
Hospitality                                            1.5%
IT                                                         8.0%
Legal                                                     0.5%
Management                                         9.0%
Military                                                             0.5%
Public safety                                         1.0%
Real estate                                            1.0%
Retail                                                    9.5%
Small business owner                          6.5%
Student                                                            14.5%
Other                                                   35.0%
 
Education
No college                               27.0% 
Some college                           40.0%
Professional degree                   2.5%
2yr degree                                 3.0%
4yr degree                                20.5%
Graduate degree                       7.0%
 
Employment Status
Full time                                  45.5%
Part time                                  14.0%
Retired                                      0.5%
Student                                                13.5%
Unemployed                            26.5%
 
Ethnicity
African American                     4.0%
Asian American                       15.0%
Hispanic/Latino American       8.0%
Multi-racial                               3.0%
Native American                      1.5%
White American                      65.5%
Other                                        3.0%
 
Income
$0 - $25,000                            37.5%
$25,000 - $50,000                   32.0%
$50,000 - $75,000                   19.5%
$75,000 - $100,000                  7.0%
$100,000 - $200,000                4.0%
 
Relationship Status
Single                                       67.5%
Single mom/dad                       3.0%
Married                                    19.5%
Married with children              10.0%
 
 
Key Findings
 
Ø 74% of respondents chose internet service over a cell phone and cable/satellite TV if they could only have one service at home.
 
Ø Respondents spend their time online:
Reading & sending emails (87.5%)
Watching Youtube (72.5%)
Checking/updating Facebook or other social networking sites (65.0%)
Working or doing research (62.5%)
Reading news or magazine articles (59.0%)
Watching pornography (34.5%)
Blogging or Vlogging (30.0%)
 
Ø 88.5% of respondents would rather give up looking in a mirror, a toothbrush & toothpaste, or wearing shoes (including sandals) for a day before they would give up internet access.
Ø Almost two-thirds (64.0%) of respondents would give up sex for a week before they would give up their internet connection.
 
Ø 92.5% of respondents would rather give up beer/alcohol and pub-grub for an entire year before they would give up internet access.
 
Ø Top 5 activities respondents spend the most doing online:
General browsing (69.5%)
Emailing or IMing (63.5%)
Facebooking or other social networking (48.5%)
Watching videos (48.0%)
Playing games (40.5%)
 
Ø If a storm was coming that would knock out services to their homes, 43.5% of respondents would want their internet service to stay up and running over their water service.
 
Ø Respondents’ 5 most important gadgets:
Computer (87.0%)
Cable/satellite box (50.0%)
Smartphone (42.0%)
Wireless router (41.0%)
Digital camera (21.0%)
 
Ø Respondent devices that access the Internet wirelessly:
Computer (83.0%)
Gaming console (51.0%)
Smartphone (44.0%)
Tablet (10.5%)
 
Ø When their wireless internet goes down, respondents:
Calmly look for a solution (63.5%)
Steal someone else’s WiFi signal (22.0%)
Yell obscenities (21.5%)
Enjoy the brief moment of being “unwired” (17.0%)
Note: 11.5% did not have a wireless connection
 
Ø 67% of respondents fix problems with their wireless (or wired) internet connections themselves. 19.5% get help from technical support.
 
 
 
 

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