Year:
--  
    Apr.2011
    06

    CONSUMER TECHNOLOGY & LIFESTYLE SURVEY RESULTS

    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.