2. THE SOCIAL EXPLORER VITAL STATS
Gender, Age
MALE, 25-34
Race
CAUCASIAN
Annual Income, Dependency Status
$60,000+, NO KIDS
LIKES LEARNING NEW THINGS
FEELS THAT HIS GADGETS CONNECT HIM TO THE WORLD
LISTENS TO WHAT HIS PEERS HAVE TO SAY
3. THE SOCIAL EXPLORER DIGITAL LIFE
HIS ONLINE MOTIVATIONS
54% 53% 52%
48% 46%
BUY G S
S TO THIN S
RODU
CT O DO E NEW HIMS
ELF S
IND P OW T H TH
FRIEN
D
F HO NH TE WIT NTER
TAIN IT H
A RCH/ EARC TO DA E UCH
W
RESE RES STAY
UP TO
STAY IN
*Global Web Index, Jan 2010. 25-35, Male, USA
4. THE SOCIAL EXPLORER DIGITAL LIFE
RESEARCH/ FIND PRODUCTS TO BUY RESEARCH ON HOW TO DO THINGS
54% Likes to find new products 53% Believes that technology
on the internet makes his life easier
Trusts and seeks Seeks a variety of information online,
consumer opinion from health to finances
Amazon.com Google.com
Ebay.com Wikipedia.org
Craigslist.com Bing.com
WEBSITES Livingsocial.com WEBSITES Answers.com
Overstock.com About.com
Cnet.com Ask.com
Mapquest.com *The Pew Internet Survey
**Quantcast. 25-35, Male, USA, $60,000+, No Kids
5. THE SOCIAL EXPLORER DIGITAL LIFE
STAY UP TO DATE WITH THE NEWS ENTERTAIN HIMSELF
52% Is eager for a varied and Is visually oriented and spends
broad perspective 48% a lot of time watching video
Cares about his online More likely to visit a website or
and physical community watch a show if his friend told
him about it
Huffingtonpost.com Youtube.com
Foxnews.com Comcast.com
WEBSITES Cnn.com WEBSITES Hulu.com
Drudgereport.com Bleacherreport.com
NYtimes.com Tmz.com *Frank N. Magrid
Flickr.com *The Pew Internet Survey
*Quantcast. 25-35, Male, USA, $60,000+, No Kids
6. THE SOCIAL EXPLORER DIGITAL LIFE
STAY IN TOUCH WITH FRIENDS
Likes to share his experiences
46% with his friends online
Thinks that technology brings
his family and friends closer together
Facebook.com
Blogger.com
WEBSITES Twitter.com
Linkedin.com
*The Pew Internet Survey
*Quantcast. 25-35, Male, USA, $60,000+, No Kids
7. THE SOCIAL EXPLORER THE INTERNET
35.8 HOURS
ARE SPENT ONLINE EACH MONTH
48%
VISIT TV WEBSITES IN A TYPICAL
WEEK
62%
LIKE TO CONNECT TO THE INTERNET
74%
WOULD LIKE TO ACCESS STREAMING OR
WIRELESSLY VIA CELL PHONE OR DOWNLOADED CONTENT ON TV
LAPTOP
ONLINE MULTI-TASKER
90% EMAIL 80% ONLINE VIDEO
to 70% NEWS SHOPPING
SEARCH to SOCIAL NETWORKS 60%
100% to IM
90% to
80% MUSIC
70%
BANKING & TRAVEL
Millennial Data from ComScore, Nielsen, Pew, and Deloitte
8. THE SOCIAL EXPLORER GADGETS AND MOBILE
95% 70% 63%
74%
CELL PHONE iPOD OR MP3 PLAYER LAPTOP GAMING CONSOLE
(XBOX, PS3)
MOBILE DEPENDENT
36.2% USE SMARTPHONES, 41% ARE CELL PHONE 8 OUT OF 10 PEOPLE 79% ARE APP USERS
THE HIGHEST OCCURENCE IN ONLY, NO LANDLINES SLEEP NEXT TO THEIR
ALL AGE GROUPS MOBILE PHONES
Millennial and App data from Pew Internet Project and Comscore
9. THE SOCIAL EXPLORER SOCIAL SHARING
83%
USE SOCIAL NETWORKING SITES
71%
CONSUME PERSONAL CONTENT
29%
VISIT THEIR PROFILES SEVERAL
TIMES A DAY
58%
CREATE PERSONAL CONTENT WEEKLY
EXPRESSIVE YET RELIANT
72% VISIT WEBSITES BASED 69% RELY ON CONSUMER WILL TELL AN AVERAGE OF
ON WORD OF MOUTH REVIEWS AND RATINGS 18 PEOPLE OF A POSITIVE
FOR PURCHASE DECISIONS EXPERIENCE
Millennial Data from Pew Internet Research and Neilsen
10. THE PRAGMATIC LEARNER VITAL STATS
Gender, Age
MALE, 35-44
Race
CAUCASIAN
Annual Income, Dependency Status
$60,000+, NO KIDS
MAKES IT A POINT TO EDUCATE HIMSELF ONLINE
DRIVEN TO ADAPT TO NEW SITUATIONS
SEEKS VALIDATION FROM ONLINE SOURCES
11. THE PRAGMATIC LEARNER DIGITAL LIFE
HIS ONLINE MOTIVATIONS
50% 47% 46% 42% 36%
THE NEWS THIN
GS
BUY
H O DO S TO
TE WIT OW T UCT WORK F
TO DA CH ON H PROD H FOR HIMS
EL
STAY
UP ESEA
R / FIND ESEA
RC TES
R A RCH R E DUCA
RESE
*Global Web Index, Jan 2010. 35-44, Male, USA
12. THE PRAGMATIC LEARNER DIGITAL LIFE
STAY UP TO DATE WITH THE NEWS RESEARCH ON HOW TO DO THINGS
50% Wants to know what is 47% Believes that technology
current but exercises a makes his life easier
healthy skepticism
Considers himself self-reliant
Google.com
Wikipedia.org
Huffingtonpost.com Bing.com
Foxnews.com Answers.com
WEBSITES Cnn.com
WEBSITES About.com
Drudgereport.com Ask.com
Mapquest.com
*The Pew Internet Survey
**Quantcast. 35-44, Male, USA, $60,000+, No Kids
13. THE PRAGMATIC LEARNER DIGITAL LIFE
RESEARCH/ FIND PRODUCTS TO BUY RESEARCH FOR WORK
46% Is happy to contribute with the
online shopping communities 42%
Believes that the internet connects
Believes in “people like me” vs him to like-minded individuals
the experts
Amazon.com
Ebay.com
Craigslist.com Twitter.com
WEBSITES Livingsocial.com WEBSITES Linkedin.com
Overstock.com Washingtonpost.com
Cnet.com *Frank N. Magrid
*The Pew Internet Survey
*Quantcast. 25-35, Male, USA, $60,000+, No Kids
14. THE PRAGMATIC LEARNER DIGITAL LIFE
EDUCATES HIMSELF
Is up to date and exhibits a sophisticated
36% use of technology
most likely to bank, shop and look for health
information online
Youtube.com
Blogger.com
WEBSITES Blogspot.com
Nytimes.com
*Report Linker 2011
*Quantcast. 25-35, Male, USA, $60,000+, No Kids
15. THE PRAGMATIC LEARNER INTERNET
57%
WATCHES ONLINE VIDEO
75%
GET THEIR NEWS ONLINE IN A TYPICAL
DAY
84%
RESEARCH PRODUCTS
71%
WOULD LIKE TO ACCESS STREAMING OR
DOWNLOADED CONTENT ON TV
PRACTICAL BROWSER
90% EMAIL 80% SEARCH TRAVEL RESERVATIONS
to 70% NEWS
to HEALTH INFO 60% WATCH VIDEO
100% to GOV WEBSITE BUY A PRODUCT
90% to
80%
70% SOCIAL NETWORK SITES
BANK ONLINE
Millennial Data from ComScore, Nielsen, Pew, and Deloitte
16. THE PRAGMATIC LEARNER GADGETS AND MOBILE
92% 69% 63%
61%
CELL PHONE DESKTOP COMPUTER LAPTOP GAMING CONSOLE
(XBOX, PS3)
Millennial and App data from Pew Internet Project and Comscore