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05.25.2010
NEW YORK WASHINGTON DENVER SEATTLE LOS ANGELES SAN FRANCISCO AUSTIN LONDON HONG KONG BEIJING DUBAI
P E NN, S C HO E N & B E R L A ND A S S O C I A T E S , L L C .
METHODOLOGY
Objectives: To assess Bay Area residents understanding of tech innovations and expectations for the future of technology, compared and contrasted to those of other Americans.
Methodology:
Penn, Schoen & Berland Associates (PSB) conducted 501 online interviews from May 10-13, 2010. 251 Bay Area residents (living in or within 20 miles of San Francisco, Oakland or San Jose) and 250 Americans not from the Bay Area.
Audience:
Margin of Error: Overall, the margin of error is +/- 4.38%. The margin of error for the US and Bay Area subgroups is +/-6.2%. All numbers shown in percentages unless otherwise noted. If numbers do not add up to 100, it may be due to rounding, inclusion of multiple responses or exclusion of dont knows.
1
Agree 67 50
49
Agree 78 60
51
49 49
53 57
Facebook
Windows Media Player Microsoft Office (e.g. Excel, PowerPoint, Word) Mozilla Firefox Microsoft Outlook Bing Gmail / Gchat
52
50 49 29 28 26 20
62
53 67 45 31 30 39
Twitter
iTunes Google Chrome
20
18 16
17
44 24
Pandora
Google Docs LinkedIn
9
7 5
11
17 18
2
2
6
7
3
ADVANCEMENT OF TECHNOLOGY IS KEY TO IMPROVING JOB CREATION, EDUCATION AND THE ECONOMY
The top three issues in America today are job creation, the economy and education. 6 in 10 Americans think the advancement of technology is very important to improving each of these in the future.
How important do you think the advancement of technology is in terms of improving each of the following? Job creation / unemployment Education The economy Terrorism / homeland security The environment / energy policy Immigration
Important Important 92 89 91 88 90 90 86 86 82 86 68 69
4
What other technology do you think will become reality by the year 2020? Fully functional prosthetics Alternate light sources Hearing aids for the fully deaf Sight aides for the fully blind A cure for cancer Personal servant / assistance robots Human cloning
Vehicles that hover rather than using tires that touch the ground Personal flight devices / jetpacks Cities on other planets / moons
All 49 48 45 40 33 28 21 20 12 10
51 47 40 37 29 24 15 19 12 12
48 49 50 44 37 31 27 20 12 8
5
Which of these do you expect to be obsolete or no longer used in five years? Please select all that apply.
Cellular phone (primarily used for voice and / or text messaging) Desktop computer Video game console (hand held) Digital book readers (e-reader) Portable digital media player (e.g. iPod, Zune) Cable / Satellite TV receiver Video game console (in-home) DVR / TiVo Digital video camera/ Camcorder Tablet computer (e.g. iPad, Slate) Home speaker system 3D TV DVD / Blu-Ray player Netbook computer Blu-Ray player GPS navigation device Digital camera Laptop computer Flat Panel / Screen Television Smartphone 26 25 18 15 13 11 10 10 9 9 9 8 7 7 5 5 4 3 2 2 23 26 11 18 6 9 13 12 8 8 7 10 11 9 9 4 5 5 2 2
All
I want one device that does everything I need I want multiple devices so I can choose the best one for each need
Dont know
54
35 11
54
34 12
54
37 9
What home appliances do you expect to become networked or wirelessly connected to other devices in the near future? Please select all that apply. Security system Lighting Thermostat (heating & air conditioning) Alarm clock Refrigerator Coffee maker Fitness equipment Electric toothbrush Dont know None of these Other
All 72 61 60 34 28 27 15 9 8 3 2
66 53 55 33 23 22 13 8 11 5 2
78 68 65 34 32 32 17 11 6 2 1
BUT MANY RESPONDENTS DO PREFER SEPARATE DEVICES FOR WORK AND PERSONAL USE
Even as we move towards single, all-powerful devices, not everyone is convinced on whether they want work and play to converge: 51% would prefer having separate devices for their work and personal activities. Bay Area residents are split, but more receptive than other Americans: 41% prefer one device for both home and work, 43% want to keep them separate.
Which of the following is closer to your view? I would prefer having separate devices for my work and personal activities
I would prefer having a single device for both my work and personal activities
All
47
51
43
37 17
32 17
41 17
9
Dont know
What do you think will be the next big breakthrough in consumer electronics products?
US
Bay Area
10
Which of these do you think most accurately describes the Cloud in terms of online and internet use? Storage and applications based on the internet A brief outage or blockage in internet connectivity An online security setting that helps prevent identify theft
A social networking group that creates a fad / trend and then disbands
18 11 11
23 6 6
7 2
10 41
9 7
11 39
11
A new type of hard drive that does not use a spinning disc
None of these accurately describe the cloud Dont know
THE CORE CONCEPT OF THE CLOUD IS MORE APPEALING TO BAY AREA RESIDENTS
Despite low understanding of the terminology, once briefed on what the Cloud is 8 in 10 Bay Area residents are interested in using it for storage, syncing and apps. Indicating an opportunity for a company who can clearly and accessibly communicate these benefits to consumers.
Other PSB research on Cloud computing reveals that concerns about the security of these technologies have not been effectively ameliorated.
How interested would you be in using the Cloud for each of the following? (responses given once briefed on proper definition) Using web-based programs / applications
Backing up your computer or phones hard drive
Interested 65
64
Interested 81
72
Storing and syncing digital content (e.g. photos, music, documents, contacts) Collaborating on shared documents with others
60 51
65 66
12
AND CLOUD USES LIKE STREAMING ONLINE VIDEO HAVE GONE MAINSTREAM
Online video is preferred over physical discs (i.e. DVD, Blu-Ray).
32% of Bay Area residents would prefer to get all of their video by stream or download vs. 18% opting for a disc.
If you had to choose one of these to get all of your videos and movies from now on, which would you prefer? Stream online (e.g. Netflix, YouTube, Hulu) 27 32
Physical disc (e.g. DVD, Blu-Ray) Download a video file (e.g. iTunes, Xbox Live)
Mail delivery service (e.g. Netflix)
21 13
12
18 14
15
11
9
13
OUR CONSUMPTION PREFERENCES FOR MOVIES VERSUS AUDIO ARE VERY DIFFERENT
Consumers prefer to download music, but stream movies. Possibly because of:
Download requirements for larger movie files Storage needs for these files Mobility movies tend to be a sedentary activity compared to music
If you had to choose one of these to get all of your music from now on, which would you prefer?
AM/FM Radio 23 21
Download an audio file (e.g. mp3, iTunes, Zune) Physical disc (e.g. CD)
Satellite Radio
22 18
17
33 11
18
11
14
What do you think will be the next big breakthrough in entertainment technology?
US
Bay Area
15
THANK YOU!
NEW YORK WASHINGTON DENVER SEATTLE LOS ANGELES SAN FRANCISCO AUSTIN LONDON HONG KONG BEIJING DUBAI
P E NN, S C HO E N & B E R L A ND A S S O C I A T E S , L L C .