May 25th, 2013Geek Pride Day 2013Survey
SURVEY BACKGROUND•  Modis conducted an Omnibus survey in support of Geek Pride Day (May 25th, 2013)regarding Americans’ pe...
KEY FINDINGS3Americans	  do	  not	  “sneak	  their	  geek”	  and	  are	  proud	  of	  their	  passions,	  hobbies,	  even	...
KEY FINDINGS (Continued)4American	  percep?on	  of	  geeks	  improves	  year	  over	  year;	  geeks	  are	  thought	  to	 ...
KEY FINDINGS (Continued)5	  Geeks	  con?nue	  to	  rank	  technology	  as	  “can’t	  live	  without”	  parts	  of	  their	...
MAIN FINDINGSWAVE THE GEEK BANNER!Americans are proud of their passions, hobbies, eventheir toys and cartoon pajamas!
MOST AMERICANS DO NOT “SNEAK THEIR GEEK”7K3)	  	  Do	  you	  sneak	  your	  geek,	  meaning	  you	  hide	  your	  personal...
“SNEAKY” GEEKS HIDE FROM FRIENDS, COWORKERS, FAMILY8K3)	  	  Do	  you	  sneak	  your	  geek,	  meaning	  you	  hide	  your...
MAIN FINDINGSGEEKS	  ARE	  READY	  FOR	  WEARABLE	  TECHMajority of geeks would buy smart watch, smart glasses
GEEKS ARE READY TO HOP ON THE WEARABLETECHNOLOGY TREND10 K7)	  	  Would	  you	  consider	  purchasing	  or	  wearing	  eit...
MAIN FINDINGSGEEKS	  CONTINUE	  TO	  BE	  WELL	  PERCEIVEDGeeks are thought to be extremely intelligent, hardworking, and ...
12K2)	  You	  personally	  define	  a	  ‘geek’	  as	  someone	  who…(CHECK	  ALL	  THAT	  APPLY)	  (n=1,011)	  I	  personal...
GEEKS, RELATIONSHIPS, AND EMPLOYMENT1376%	  	  Hard	  Working	  67%	  	  Loyal	  58%	  	  Confident	  69%	  	  Awkward	  34...
MAIN FINDINGSGEEKS	  ARE	  NOT	  AS	  FUNNY	  OR	  INFLUENTIAL	  AS	  THEY	  THINKGeeks see themselves a bit differently t...
GEEK PERCEPTION VS. REALITY15Which	  of	  the	  following	  characteris?cs	  do	  you	  associate	  with	  a	  geek?	  	  ...
MAIN FINDINGSGEEKS	  RELY	  HEAVILY	  ON	  TECHNOLOGYGeeks would have a harder time than non-geeks livingwithout their Sma...
GEEKS ATTACHED TO THEIR TECH1713%39%36%33%33%35%59%36%60%76%16%30%41%44%46%48%50%54%55%57%61%65%78%47%47%46%FacebookYour	 ...
Geek Pride Day SurveyMay 25, 2012?
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America's Inner Geek is Out: Geek Pride Day 2013 Survey

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In celebration of Geek Pride Day (May 25), Modis asked people around the United States to weigh in on what it really means to be a geek and why they are proud to be one. Well, the geeks have spoken! Eighty-seven percent of American people said they do not sneak their geek! Flip through to see more information about our Geek Pride Day 2013 survey results & find out why America will no longer sneak their geek!

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America's Inner Geek is Out: Geek Pride Day 2013 Survey

  1. 1. May 25th, 2013Geek Pride Day 2013Survey
  2. 2. SURVEY BACKGROUND•  Modis conducted an Omnibus survey in support of Geek Pride Day (May 25th, 2013)regarding Americans’ perception of geeks, personal passions and hobbies, andtechnology.•  Telephone survey of 1,011 Americans age 18+ years of age.-  Fielded by Opinion Research Corporation (ORC)-  Conducted April 11-14, 2013•  This survey explores the differences that were identified between those who self-identify as Geeks and those who do not.•  Survey results have a margin of error +/- 3 percent at the 95 percent confidence levelfor this sample size.2+++
  3. 3. KEY FINDINGS3Americans  do  not  “sneak  their  geek”  and  are  proud  of  their  passions,  hobbies,  even  their  toys  and  cartoon  pajamas!• According  to  Modis’  Geek  Pride  2013  survey  results,  a  majority  (87  percent)  of  the  general  populaEon  say  that  they  do  not  “sneak  their  geek”  (e.g.  hide  personal  or  embarrassing  passions  or  interests)  and  only  13  percent  of  Americans  do.-­‐  Sixty-­‐five  percent  of  respondents  say  that  if  they  were  trying  to  impress  someone,  they  would  take  pride  in  their  “geek”  toys  (i.e.  stuffed  animals  and  acEon  figures),  90  percent  say  they  would  be  proud  of  their  books  and  comic  books,  and  a  surprising  65  percent  would  be  proud  of  their  superhero  or  cartoon  character  clothing,  including  pajamas.  -­‐  Other  personal  items  that  respondents  say  they  would  be  proud  of  include:  their  music  collecEons  (94  percent),  video  games  (77  percent),  and  the  people  they  follow  on  social  media  (72  percent.)• Of  those  who  do  sneak  their  geek  (13  percent),  who  do  they  hide  geek  interests  from  the  most?  Their  neighbors  (72  percent)!  They  also  hide  their  interests  from:-­‐  Co-­‐workers  (70  percent)-­‐  Friends  (63  percent)-­‐  Significant  others  (32  percent)-­‐  Parents  (28  percent)  Geeks  are  ready  for  wearable  tech• As  major  tech  companies  conEnue  to  roll  out  wearable  gadgetry,  it  seems  a  lot  of  geeks  are  ready  to  hop  on  the  trend.  A  majority  (61  percent)  of  self-­‐described  geeks  say  they  would  purchase  and  wear  a  “smart  watch”  (a  computerized  wristwatch  with  Smartphone  funcEonality)  and  56  percent  say  the  same  about  “smart  glasses”  (glasses  with  Smartphone  and  camera  funcEonality).  -­‐  InteresEngly,  around  one-­‐third  of  non-­‐geeks  are  also  interested  in  purchasing/wearing  a  “smart  watch”  (37  percent)  and  “smart  glasses”  (35  percent).
  4. 4. KEY FINDINGS (Continued)4American  percep?on  of  geeks  improves  year  over  year;  geeks  are  thought  to  be  extremely  intelligent,  hard  working,  and  even  dateable!  •  Public  percepEon  of  geeks  conEnues  to  improve  year  over  year  -­‐  more  than  half  (58  percent)  of  Americans  define  geeks  as  extremely  intelligent  -­‐-­‐  a  13  percentage  point  increase  since  Modis’  Geek  Pride  Survey  in  2011!  •  But  geeks  are  more  than  just  smart.  When  asked  which  characterisEcs  they  associate  with  geeks,  a  majority  of  consumers  say  that  geeks  are  hard  working  (76  percent)  and  confident  (58  percent).  -­‐  Are  geeks  more  likely  to  be  gainfully  employed?  Seventy  percent  of  respondents  who  self-­‐idenEfy  as  a  geek  are  employed,  compared  to  only  54  percent  of  non-­‐geeks.  •  Less  complimentary  percepEons  also  exist.  Only  34  percent  of  respondents  say  they  associate  geeks  with  being  good  looking,  and  69  percent  of  respondents  (including  geeks  and  non-­‐geeks  alike)  think  of  geeks  as  awkward.  •  All  in  all,  though,  being  a  geek  isn’t  prevenEng  love  connecEons.  Sixty-­‐eight  percent  (68  percent)  of  all  respondents  say  they  would  date  a  geek!  This  could  be  because  a  majority  (67  percent)  of  Americans  associates  geeks  with  being  loyal,  an  important  component  to  any  relaEonship.  Geeks  may  not  see  themselves  as  others  see  them  •  It’s  quite  possible  geeks  think  they  are  funnier  than  they  actually  are.  Seventy-­‐four  percent  of  self-­‐described  geeks  say  they  think  geeks  are  funny,  compared  to  only  53  percent  of  non-­‐geeks.  •  AddiEonally,  a  majority  (62  percent)  of  self-­‐described  geeks  define  a  ‘geek’  as  someone  who  is  influenEal,  an  associaEon  not  necessarily  shared  by  non-­‐geeks  (30  percent.)        
  5. 5. KEY FINDINGS (Continued)5  Geeks  con?nue  to  rank  technology  as  “can’t  live  without”  parts  of  their  daily  rou?ne.  •  When  asked  which  items  Americans  would  have  a  very  difficult  Eme  living  without  for  one  day,  geeks  are  clear  that  technology  is  a  priority  –  much  more  so  than  their  non-­‐geek  counterparts.  Geeks  are  nearly  twice  as  likely  than  non-­‐geeks  to  say  they  can’t  live  without:  -­‐  Internet  (61  percent  vs.    36  percent,  respecEvely)  -­‐  Computer  (54  percent  vs.  35  percent,  respecEvely)  -­‐  Smartphone  (46  percent  vs.  33  percent,  respecEvely)    
  6. 6. MAIN FINDINGSWAVE THE GEEK BANNER!Americans are proud of their passions, hobbies, eventheir toys and cartoon pajamas!
  7. 7. MOST AMERICANS DO NOT “SNEAK THEIR GEEK”7K3)    Do  you  sneak  your  geek,  meaning  you  hide  your  personal  passions  and  interests  that  you  feel  are  embarrassing?    (n=1,011)  K6)  If  you  were  trying  to  impress  someone,  would  you  HIDE  or  would  you  TAKE  PRIDE  in  the  following?    (n=1,011)  Yes:  13%  Do  you  sneak  your  geek,  meaning  you  hide  your  personal  passions  and  interests  that  you  feel  are  embarrassing?  If  you  were  trying  to  impress  someone,  would  you    HIDE  or  would  you  TAKE  PRIDE  in…?      Percent  who  would:    TAKE  PRIDE  IN  65%  Your  superhero  or  cartoon  character  clothing,  including  pajamas  90%  Books  or  comics  you  read  77%  Video  games  you  play  94%  Your  music  collec?on  or  playlist  72%  The  people  you  follow  on  social  media,  such  as  Twi]er  or  Facebook  No:  87%  65%  Your  toys,  such  as  stuffed  animals  and  ac?on  figures  
  8. 8. “SNEAKY” GEEKS HIDE FROM FRIENDS, COWORKERS, FAMILY8K3)    Do  you  sneak  your  geek,  meaning  you  hide  your  personal  passions  and  interests  that  you  feel  are  embarrassing?    (n=1,011)  K4)    Who  do  you  hide  your  personal  passions  and  interests  from?    Would  you  say  your…  (Check  All  That  Apply)  (n=124)  Who  do  you  hide  your  personal  passions  and  interests  from?        Would  you  say  your…?  Yes:  13%  Do  you  sneak  your  geek,  meaning  you  hide  your  personal  passions  and  interests  that  you  feel  are  embarrassing?  Of those who do “sneak their geek”, most hide their geek interests from their neighbors(72 percent).One-­‐third  (32  percent)  hide  their  personal  passions  from  their  significant  other.  
  9. 9. MAIN FINDINGSGEEKS  ARE  READY  FOR  WEARABLE  TECHMajority of geeks would buy smart watch, smart glasses
  10. 10. GEEKS ARE READY TO HOP ON THE WEARABLETECHNOLOGY TREND10 K7)    Would  you  consider  purchasing  or  wearing  either  of  the  following?  (Check  All  That  Apply)  (n=1,011)    Would  you  consider  purchasing  or  wearing  either  of  the  following?      Percent  responding  ‘Yes’  (A computerizedwristwatch withSmartphonefunctionality)A majority (61 percent) of self-described geeks say they would consider purchasing orwearing a “smart watch” and 56 percent would consider purchasing/wearing “smart glasses”.InteresEngly,  37  percent  of  non-­‐geeks  would  consider  purchasing  or  wearing  a  “smart  watch”  and  35  percent  would  consider  purchasing  or  wearing  “smart  glasses.”  (Glasses withSmartphone andcamera functionality)Smart  Watch  Smart  Glasses  
  11. 11. MAIN FINDINGSGEEKS  CONTINUE  TO  BE  WELL  PERCEIVEDGeeks are thought to be extremely intelligent, hardworking, and even dateable!
  12. 12. 12K2)  You  personally  define  a  ‘geek’  as  someone  who…(CHECK  ALL  THAT  APPLY)  (n=1,011)  I  personally  define  a  ‘geek’  as  someone  who…      A  13  percentage  point  increase  since  Modis’  Geek  Pride  Survey  in  2011!  Public perception of geeks continues to improve year over year - more than half (58 percent)of Americans define geeks as extremely intelligent.GEEKS ARE KNOWN FOR SMARTS, TECH ADVICE,AND TECH ADDICTION
  13. 13. GEEKS, RELATIONSHIPS, AND EMPLOYMENT1376%    Hard  Working  67%    Loyal  58%    Confident  69%    Awkward  34%    Good  looking  Being  a  geek  isn’t  prevenEng  love  connecEons,  68  percent  of  all  respondents  say  they  would  date  a  geek!      This  could  be  because  a  majority  (67  percent)  of  Americans  associate  geeks  with  being  loyal,  an  important  component  to  any  relaEonship.  68%  Dateable  K9)    Which  of  the  following  characterisEcs  do  you  associate  with  a  geek?    Would  you  say…(CHECK  ALL  THAT  APPLY)    (n=1,011)  K10)    Would  you  date  a  geek?    (n=1,011)  S1)    Which  of  the  following  best  describes  your  current  employment  status?    Are  you…?  (n=1,011)  Some less complimentary associations for geeks exist - 69 percent of respondents (geeksand non-geeks alike) think of geeks as awkward. But a majority say they would date a geek.Which  characteris?cs  do  you  associate  with  a  geek?    Geeks  are  more  likely  to  be  gainfully  employed:    70  percent  of  those  who  self-­‐idenEfy  as  geeks  are  employed      Vs.    54  percent  of  non-­‐geeks  are  employed    Employable  
  14. 14. MAIN FINDINGSGEEKS  ARE  NOT  AS  FUNNY  OR  INFLUENTIAL  AS  THEY  THINKGeeks see themselves a bit differently than others do
  15. 15. GEEK PERCEPTION VS. REALITY15Which  of  the  following  characteris?cs  do  you  associate  with  a  geek?    Would  you  say…  K9.    Which  of  the  following  characterisEcs  do  you  associate  with  a  geek?    Would  you  say…(CHECK  ALL  THAT  APPLY)    (n=1,011)  K2.    Do  you  personally  define  a  ‘geek’  as  someone  who…(CHECK  ALL  THAT  APPLY)  (n=1,011)  Most (74 percent) self-described geeks say they think geeks are funny, compared to only 53percent of non-geeks. A majority (62 percent of geeks) also define a geek as someone who isinfluential, an association not necessarily shared by non-geeks (30 percent).
  16. 16. MAIN FINDINGSGEEKS  RELY  HEAVILY  ON  TECHNOLOGYGeeks would have a harder time than non-geeks livingwithout their Smartphone, computer and the Internet
  17. 17. GEEKS ATTACHED TO THEIR TECH1713%39%36%33%33%35%59%36%60%76%16%30%41%44%46%48%50%54%55%57%61%65%78%47%47%46%FacebookYour  TVYour  daily  exercise  routineNewspaper,  book  or  e-­‐ReaderYour  smartphoneYour  morning  coffee  or  teaYour  petYour  computerYour  pen  or  paper  to  write  withYour  carHigh  speed  InternetYour  significant  otherYour  familyNon-­‐Geek GeekK8)    Which  of  the  following  items,  if  any,  would  you  have  a  very  difficult  Eme  living  without  for  one  day?    Would  you  say…(CHECK  ALL  THAT  APPLY)    (n=1,011)  Geeks are clear that technology is a priority – much more so that their non-geek counterparts..Geeks  are  nearly  TWICE  as  likely  than    non-­‐geeks  to  say  they  can’t  live  without:  61% vs. 36%54% vs. 35%46% vs. 33%Which  of  the  following  items,  if  any,  would  you  have  a  very  difficult  ?me  living  without  for  one  day?  
  18. 18. Geek Pride Day SurveyMay 25, 2012?

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