Bay Area Leads USA On Technology Issues: Market Segmentation Survey By PSB

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Bay area residents are very keen towards technology innovations. They have excellent views on the future of technology. They lead USA on technology issues.This market segmentation survey helped to understand how the US market respond to all the technology changes & the issues faced by them

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Bay Area Leads USA On Technology Issues: Market Segmentation Survey By PSB

  1. 1. NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAITECHNOLOGY BY THE BAY05.25.2010© 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 .VIEWS ON THE FUTURE OF TECH
  2. 2. METHODOLOGY1Objectives: To assess Bay Area residents’ understanding of techinnovations and expectations for the future of technology,compared and contrasted to those of other Americans.Methodology: Penn, Schoen & Berland Associates (PSB) conducted501 online interviews from May 10-13, 2010.Audience: 251 Bay Area residents (living in or within 20 miles of SanFrancisco, Oakland or San Jose) and 250 Americans notfrom the Bay Area.Margin of Error: Overall, the margin of error is +/- 4.38%. The margin oferror for the US and Bay Area subgroups is +/-6.2%. Allnumbers shown in percentages unless otherwise noted.If numbers do not add up to 100, it may be due torounding, inclusion of multiple responses or exclusion ofdon’t knows.
  3. 3. BAY AREA LEADS THE UNITED STATES ONTECHNOLOGY ISSUESBay Area residents are more excited bytechnology – they want to know what’s nextand have the newest tech toys.However, Americans are almost as inclined tobe early adopters and have the same urgentneed to be able to access tech.2Thinking about yourself and your personalopinions / habits, how much do you agree ordisagree with each of the following statements? Agree AgreeI am excited to see what technology companiesand groups come out with next67 78I like to have the newest and greatest technologyavailable50 60I consider myself an early adopter of technology 49 51I feel alone when I do not have complete accessto technology49 53I want to be involved in making new technologiespossible and accessible49 57
  4. 4. BAY AREA RESIDENTS USE A WIDER RANGE OFTECH TOOLS AT HOMEThey use a broader variety of web browsers, do moredetailed social networking, are more productive at home,and use their home tech setup more for entertainment3Which of the following applications do you currently use at home? Pleaseselect all that apply.Internet Explorer 74 68Google Search 67 73Facebook 52 62WindowsMedia Player 50 53Microsoft Office (e.g. Excel, PowerPoint, Word) 49 67Mozilla Firefox 29 45Microsoft Outlook 28 31Bing 26 30Gmail / Gchat 20 39Twitter 20 17iTunes 18 44Google Chrome 16 24Pandora 9 11Google Docs 7 17LinkedIn 5 18iWork(e.g. Pages, Numbers, Keynote) 2 6iLife (e.g. iPhoto, iMovie, GarageBand, iWeb, iDVD) 2 7
  5. 5. ADVANCEMENT OF TECHNOLOGY IS KEY TO IMPROVING JOBCREATION, EDUCATION AND THE ECONOMYThe top three issues in Americatoday are job creation, theeconomy and education.6 in 10 Americans think theadvancement of technology is veryimportant to improving each ofthese in the future.4How important do you think theadvancement of technology is interms of improving each of thefollowing? Important ImportantJob creation / unemployment 92 89Education 91 88The economy 90 90Terrorism / homeland security 86 86The environment / energy policy 82 86Immigration 68 69
  6. 6. TECHOLOGY EXPECTED TO OVERCOMEHUMAN LIMITATIONSNationwide, many expect fully functional prosthetics(49%), hearing aids for the fully deaf (38%) and visionassists for the blind (31%) to be available in the nextdecadeInterestingly, Bay Area respondents were much moreoptimistic about health-related and biotechinnovations. 27% even believe human cloning is withinreach over that time (versus 15% other US).5What other technology do you think will become reality by theyear 2020? AllFully functional prosthetics 49 51 48Alternate light sources 48 47 49Hearing aids for the fully deaf 45 40 50Sight aides for the fully blind 40 37 44A cure for cancer 33 29 37Personal servant / assistance robots 28 24 31Human cloning 21 15 27Vehicles that hover rather than using tires that touch the ground 20 19 20Personal flight devices / jetpacks 12 12 12Cities on other planets / moons 10 12 8
  7. 7. THE DEVICES WE USE ARE CHANGINGIn five years, computers are expected to be more important to daily life thantelevisions. But technologies that were cutting edge just 10 years ago are fading.• 1 in 4 think that traditional cell phones will be obsolete within 5 years• But TVs are not expected to go anywhere -- only 2% expect them to become obsolete6Which of these do you expect to be obsolete or no longerused in five years? Please select all that apply.Cellular phone (primarily used for voice and / or text messaging) 26 23Desktop computer 25 26Video game console (hand held) 18 11Digital book readers (e-reader) 15 18Portable digital media player (e.g. iPod, Zune) 13 6Cable / Satellite TV receiver 11 9Video game console (in-home) 10 13DVR / TiVo 10 12Digital video camera/ Camcorder 9 8Tablet computer (e.g. iPad, Slate) 9 8Home speaker system 9 73D TV 8 10DVD / Blu-Ray player 7 11Netbook computer 7 9Blu-Ray player 5 9GPS navigation device 5 4Digital camera 4 5Laptop computer 3 5Flat Panel / Screen Television 2 2Smartphone 2 2
  8. 8. WE WANT FUNCTIONALITY TO CONVERGE ONOUR DEVICES54% of both groups want one device that doeseverything they need, versus 35% who prefer tohave multiple so they can choose the best onefor each need.• Virtually identical percentages of people want touse their device to make a phone call (26%) as toread a book (28%) or watch TV (23%)7Which of the following is closer to your view? AllI want one device that does everything I need 54 54 54I want multiple devices so I can choose the best one foreach need35 34 37Don’t know 11 12 9
  9. 9. MANY EVEN WANT THEIR HOME APPLIANCESTO CONNECTAbout two-thirds expect their security system,lighting and thermostat to be networked together inthe near future.• 34% expect their alarm clock to be included in that homenetwork!8What home appliances do you expect to becomenetworked or wirelessly connected to other devicesin the near future? Please select all that apply. AllSecurity system 72 66 78Lighting 61 53 68Thermostat (heating & air conditioning) 60 55 65Alarm clock 34 33 34Refrigerator 28 23 32Coffee maker 27 22 32Fitness equipment 15 13 17Electric toothbrush 9 8 11Don’t know 8 11 6None of these 3 5 2Other 2 2 1
  10. 10. BUT MANY RESPONDENTS DO PREFER SEPARATEDEVICES FOR WORK AND PERSONAL USEEven as we move towards single, all-powerfuldevices, not everyone is convinced on whether theywant work and play to converge: 51% would preferhaving separate devices for their work and personalactivities.Bay Area residents are split, but more receptive thanother Americans: 41% prefer one device for bothhome and work, 43% want to keep them separate.9Which of the following is closer to your view? AllI would prefer having separate devices for my workand personal activities 47 51 43I would prefer having a single device for both my workand personal activities 37 32 41Don’t know 17 17 17
  11. 11. 10BAY AREA RESIDENTS EXPECT CONSUMERELECTRONICS TO FOCUS ON MOBILE DEVICESComputers are great, they say – but the real action is in phones, which aregetting smaller and faster and including touch technology• Some brave souls are even looking forward to implants!What do you think will be the next big breakthrough in consumerelectronics products?US Bay Area
  12. 12. CONFUSION SURROUNDS THE CLOUDOnly 18% of Americans can accuratelydescribe or define the online Cloud.• Though 23% if Bay Area residents knowwhat it is.11Which of these do you think most accurately describesthe Cloud in terms of online and internet use?Storage and applications based on the internet 18 23A brief outage or blockage in internet connectivity 11 6An online security setting that helps prevent identify theft 11 6A social networking group that creates a fad / trend and thendisbands 7 9A new type of hard drive that does not use a spinning disc 2 7None of these accurately describe the cloud 10 11Don’t know 41 39
  13. 13. THE CORE CONCEPT OF THE CLOUD IS MOREAPPEALING TO BAY AREA RESIDENTSDespite low understanding of the terminology, oncebriefed on what the Cloud is 8 in 10 Bay Arearesidents are interested in using it for storage,syncing and apps.• Indicating an opportunity for a company who canclearly and accessibly communicate thesebenefits to consumers.- Other PSB research on Cloud computing revealsthat concerns about the security of thesetechnologies have not been effectively ameliorated.12How interested would you be in using the Cloudfor each of the following? (responses given oncebriefed on proper definition) Interested InterestedUsing web-based programs / applications 65 81Backing up your computer or phone’s hard drive 64 72Storing and syncing digital content (e.g. photos,music, documents, contacts)60 65Collaborating on shared documents with others 51 66
  14. 14. AND CLOUD USES – LIKE STREAMING ONLINEVIDEO – HAVE GONE MAINSTREAMOnline video is preferred over physicaldiscs (i.e. DVD, Blu-Ray).• 32% of Bay Area residents would preferto get all of their video by stream ordownload vs. 18% opting for a disc.13If you had to choose one of these to get all of yourvideos and movies from now on, which would youprefer?Stream online (e.g. Netflix, YouTube, Hulu) 27 32Physical disc (e.g. DVD, Blu-Ray) 21 18Download a video file (e.g. iTunes, Xbox Live) 13 14Mail delivery service (e.g. Netflix) 12 15Video store (e.g. Blockbuster, Hollywood) 11 9
  15. 15. Consumers prefer to download music, butstream movies. Possibly because of:• Download requirements for larger movie files• Storage needs for these files• Mobility – movies tend to be a sedentary activitycompared to music14If you had to choose one of these to get all ofyour music from now on, which would youprefer?AM/FM Radio 23 21Download an audio file (e.g. mp3, iTunes, Zune) 22 33Physical disc (e.g. CD) 18 11Satellite Radio 17 18Stream online (e.g. Pandora, GrooveShark) 11 8OUR CONSUMPTION PREFERENCES FOR MOVIESVERSUS AUDIO ARE VERY DIFFERENT
  16. 16. BAY AREA RESIDENTS EXPECT ENTERTAINMENTTECH BREAKTHROUGHS ONSCREEN15Bay Area residents identify the computer and phone as key venues for thefuture of entertainment – in addition to the TV• And they’re noticing the rush to 3D taking place in Hollywood.What do you think will be the next big breakthrough in entertainment technology?US Bay Area
  17. 17. NEW YORK • WASHINGTON • DENVER • SEATTLE • LOS ANGELES • SAN FRANCISCO • AUSTIN• LONDON • HONG KONG • BEIJING • DUBAITHANK YOU!© 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 .

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