Attitudes of 18-24s Towards Consumer Electronics - US - November 2006

TABLE OF CONTENTS

• Scope and Themes
• What you need to know
• Subject of this report
• Data for this report
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Key points
• The 18-24 year old: demographic profile
• Housing and under-25s
• Pastimes of 18-24 year olds
• 18-24 year olds like multiple features, willing to try new brands
• High-end equipment lacks appeal
• 18-24 year olds prioritize convergence
• Portability essential to young adults
• Cell phones essential to young adults
• Portable MP3 players favored over car and home stereos
• Asians own more computers than other young adults
• Young men, those without college degrees most likely to play video games
• Background Factors
• Marital status
  • Figure 1: Marital status of people aged 18 to 24, by age, 2005
• Employment status
  • Figure 2: Employment status and income of people aged 18-24, 2005
• Educational status
  • Figure 3: Student status of 18-24 year olds, by race/ethnicity, 2004
  • Figure 4: Projected number of students aged 18-24 year olds, by race/ethnicity, 2006
  • Figure 5: Student status of 18-24 year olds, by gender, 2004
  • Figure 6: Percentage of the population 18 to 24 years old enrolled in school, 1985, 1995, 2004
• Discretionary income by age
  • Figure 7: Average and aggregate discretionary income* and amount per household member, by age of householder, 2002
• Race/ethnicity
  • Figure 8: 18-24 year olds by race/ethnicity, 2006
• Changes in housing situation, by age
  • Figure 9: Residences lived in, in the last 2 years, by age, September 2006
  • Figure 10: Graph: Residences lived in, in the last 2 years, by age, September 2006
  • Figure 11: Living with parents among 18-24 year olds, by gender, income, employment and education, September 2006
• Trends in back-to-school shopping
• Hobbies, games and sports
  • Figure 12: Hobbies and leisure activities in the past 12 months, by age, January-September 2005
  • Figure 13: Graph: Hobbies and leisure activities by age, January-September 2005
• Going out
  • Figure 14: Activities and live events attended in past 6 months, by age, January-September 2005
  • Figure 15: Graph: Activities and live events attended in past 6 months, by age, January-September 2005
  • Figure 16: Activities and live events attended among 18-24 year olds, by race/ethnicity,
• Sports
  • Figure 17: Sports played or participated in during the last 12 months, by age, January-September 2005
  • Figure 18: Graph: Sports played or participated in during the last 12 months, by age, January-September 2005
• General Attitudes toward CE
• Conclusions
• Attitudes towards technology, by age
  • Figure 19: Attitudes towards technology, by age, January-September 2005
  • Figure 20: Graph: Attitudes towards technology, by age, January-September 2005
  • Figure 21: Attitudes towards technology among 18-24 year olds, by educational attainment, January-September 2005
  • Figure 22: Attitudes towards technology among 18-24 year olds, by gender, January-September 2005
  • Figure 23: Attitudes towards technology among 18-24 year olds, college students and non-students, January-September 2005
  • Figure 24: Attitudes towards technology among 18-24 year olds, all vs. minority males, January-September 2005
• Preferences in electronics, by age
  • Figure 25: Preferences in electronic products, by age, September 2006
  • Figure 26: Graph: Preferences in electronic products, by age, September 2006
  • Figure 27: Preferences in electronic products, by minority status, September 2006
  • Figure 28: Graph: Preferences in electronic products, by minority status, September 2006
  • Figure 29: Preferences in electronic products, by educational attainment, September 2006
• Budgeting for consumer electronics, by age
  • Figure 30: Buying habits for consumer electronic products, by age, September 2006
  • Figure 31: Graph: Buying habits for consumer electronic products, by age, September 2006
• Technological savvy, by age
  • Figure 32: Buying habits for consumer electronic products, by age, September 2006
• New and High-End Platforms
• Introduction
  • Figure 33: Graph: Intent to purchase new tech, by age, September 2006
• HD-DVD/Blu-ray disc
  • Figure 34: Familiarity with HD-DVD or Blu-ray disc player, by age, September 2006
• DVD-Audio/SACD
  • Figure 35: Familiarity with DVD-Audio or SACD, by age, September 2006
• DVR ownership
  • Figure 36: DVR ownership, by age, January-September 2005
• Flat-screen TVs
  • Figure 37: Familiarity with flat-screen TVs, by age, September 2006
• HDTV ownership
  • Figure 38: HDTV ownership, by age, January-September 2005
• DVD-recorders
  • Figure 39: DVD player and recorder ownership, by age, January-September 2005
• Differences by education
  • Figure 40: DVD player and recorder ownership, among 18-24 year olds, by Education, January-September 2005
• Front-projection televisions
  • Figure 41: Familiarity with front-projection televisions, by age, September 2006
• Satellite radio
  • Figure 42: Familiarity with satellite radio, by age, September 2006
• Findings by educational attainment
  • Figure 43: Satellite radio system ownership and plan to purchase among 18-24 year olds, by educational attainment, January-September 2005
• Differences within the 18-24 year old demographic
• Attitudes Toward Brand
• Conclusions
• Attitudes towards brand
  • Figure 44: Opinions about brand, by age, September 2006
  • Figure 45: Graph: Opinions about brand, by age, September 2006
  • Figure 46: Attitudes toward brand, by gender, January-September 2005
• Differences by race/ethnicity
  • Figure 47: Attitudes toward brand among 18-24 year olds, by race/ethnicity, January-September 2005
  • Figure 48: Graph Attitudes toward brand among 18-24 year olds, by race/ethnicity, January-September 2005
• Differences by educational attainment
  • Figure 49: Attitudes toward brand among 18-24 year olds, by educational attainment, January-September 2005
  • Figure 50: Graph: Attitudes toward brand among 18-24 year olds, by educational attainment, January-September 2005
• Shopping for consumer electronics products
  • Figure 51: Buying habits for consumer electronic products, by age, September 2006
  • Figure 52: Graph: Buying habits for consumer electronic products, by age, September 2006
• Convergence
• Introduction
• Conclusions
• Attitudes towards cell phone as game/video/music/radio player
  • Figure 53: Attitudes to cell phone functionality, by age, September 2006
  • Figure 54: Graph: Attitudes to cell phone functionality, by age, September 2006
• Attitudes towards handheld product convergence
  • Figure 55: Attitudes to handheld product convergence, by age, September 2006
  • Figure 56: Graph: Attitudes to handheld product convergence, by age, September 2006
• The PC as a video player
  • Figure 57: Attitudes to the PC as video playback device, by age, September 2006
  • Figure 58: Graph: Attitudes to the PC as video playback device, by age, September 2006
• The PC as stereo equipment
  • Figure 59: Attitudes to the PC for audio playback , by age, September 2006
  • Figure 60: Graph: Attitudes to the PC for audio playback, by age, September 2006
• Differences by gender
• Differences by educational attainment
• Portable Products
• Summary
• Portable consumer electronic ownership
  • Figure 61: Consumer electronics ownership by age, January-September 2005
  • Figure 62: Graph: Consumer electronics ownership by age, January-September 2005
  • Figure 63: Consumer electronics ownership among 18-24 year olds, by race/ethnicity, January-September 2005
  • Figure 64: Consumer electronics ownership among 18-24 year olds, by educational attainment, January-September 2005
• Ownership of still cameras
  • Figure 65: Still camera ownership by type of camera, by age, January-September 2005
• Findings by education
  • Figure 66: Type of still camera owned, among 18-24 year olds, by education, January-September 2005
• The Mobile Phone
• Introduction
• Conclusions
• Types of cell-phones owned
  • Figure 67: Cell phone type owned, by age, September 2006
  • Figure 68: Cell phone types owned among 18-24 year olds, by educational attainment, September 2006
• Simmons findings
  • Figure 69: Cellular or wireless phone ownership among 18-24 year olds, by student status, January 2005-September 2005
• Cell phone services and functions
  • Figure 70: Cellular or wireless phone services, all adults, by age, January-September 2005
  • Figure 71: Graph: Cellular or wireless phone services, all adults, by age, January-September 2005
  • Figure 72: Cellular or wireless phone options among 18-24 year olds, by gender, January-September 2005
  • Figure 73: Cellular or wireless phone options among 18-24 year olds, by race/ethnicity,
  • Figure 74: Cellular or wireless phone options among 18-24 year olds, by educational attainment, January-September 2005
• Living Room, Bedroom, and Car
• Conclusions
• Auto aftermarket equipment, by age
  • Figure 75: Entertainment, navigation or security-type modifications made to a vehicle in past two years, by age, July 2006
  • Figure 76: Graph: Entertainment, navigation or security-type modifications made to a vehicle in past two years, by age, July 2006
• Stereo equipment, by age
  • Figure 77: Stereo equipment owned, by age, September 2006
• Findings by educational attainment
• Television placement
  • Figure 78: Television ownership and location, by age, September 2006
  • Figure 79: Television ownership and location among 18-24 year olds, by gender, September 2006
  • Figure 80: Television ownership and location among 18-24 year olds, by educational attainment,
• Recent purchase of A/V equipment, by age
  • Figure 81: Purchase of A/V equipment in past 12 months, January-September 2005
• Video game consoles
  • Figure 82: Video game console ownership, by age, January-September 2005
  • Figure 83: Video game console ownership among 18-24 year olds, by gender, January-September 2005
  • Figure 84: Video game console ownership among 18-24 year olds, by education, January-September 2005
  • Figure 85: Video games attached to TV ownership among 18-24 year olds, by race/ethnicity, January-September 2005
• The PC
• Conclusions
• Computer ownership
  • Figure 86: PC ownership, by age, January-September 2005
  • Figure 87: PC ownership among 18-24 year olds, by educational attainment, January-September 2005
  • Figure 88: PC ownership among 18-24 year olds, by race/ethnicity, January-September 2005
• Intent to purchase a PC
  • Figure 89: Intent to purchase a PC in next 18 months, by age, January-September 2005
  • Figure 90: Intent to purchase a PC in next 18 months among 18-24 year olds, by Race/ethnicity, January-September 2005
• Weekly computer usage
  • Figure 91: Hours spent on PC at home, by age, January-September 2005
• Internet usage
  • Figure 92: Internet usage, by age, January-September 2005
• Findings by education
  • Figure 93: Internet usage among 18-24 year olds, by education, January-September 2005
  • Figure 94: Internet usage among 18-24 year olds, by race, January-September 2005
• Online activity, by age
  • Figure 95: Online/Internet activities, January-September 2005
  • Figure 96: Online/Internet activities among 18-24 year olds, by gender, January-September 2005
  • Figure 97: Online/Internet activities among 18-24 year olds, by race/ethnicity, January-September 2005
  • Figure 98: Online/Internet activities among 18-24 year olds, by student status, January-September 2005
• Attitudes toward the Internet
  • Figure 99: Attitudes toward Internet usage by age, January-September 2005
  • Figure 100: Attitudes toward Internet usage among 18-24 year olds, by race/ethnicity, January-September 2005
  • Figure 101: Attitudes toward Internet usage among 18-24 year olds, by student status, January-September 2005
• Appendix: Trade Associations