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Telefonica Global Millennial Survey 2014 - Focus on Technology

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In 2013, Telefónica carried out the largest ever survey of Millennials, creating a new understanding of the beliefs and motivations of the Millennials generation. In 2014, the survey was updated exploring the opinions of 6,702 Millennials, aged 18-30 across 18 countries in three regions.

This year’s survey found that today’s 18-30 year-olds are largely satisfied with their lives and decidedly optimistic about their prospects for the future.

With regards to technology, ownership of personal mobile devices is on the rise, and Millennials are increasingly integrating technology into many areas of their lives. This generation is constantly online and connected, both in their personal and professional lives. They believe there are great benefits to having a digital skillset, and that technology creates more opportunities for people everywhere.

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Telefonica Global Millennial Survey 2014 - Focus on Technology

  1. 1. 1Learn more at www.telefonica.com/millennials Telefónica Global Millennial Survey: Focus on Technology Most (83 percent) of Millennials consider themselves to be on the cutting edge of technology.  Eighty percent of global Millennials say they own a smartphone, as compared to only 72 percent of Millennials in 2013. Additionally 45 percent of Millennials say they own a tablet, whereas only 28 percent said the same in 2013.  When asked about activities they had done that day, two thirds (67 percent) of global Millennials said they used personal mobile technology, such as a smartphone or tablet, to access a social network, 60 percent sent a text message and 53 percent made a phone call. They also said they used personal mobile devices to read the news (49 percent) and watch videos online (48 percent) Millennials believe technology is transformative_ Personal mobile technology has significantly impacted these areas of my life… Technology:Transformingthe Lives ofMillennials _ Ownership of personal mobile devices is on the rise, and Millennials are increasingly integrating technology into many areas of their lives. According to the results of Telefónica’s Global Millennial Survey, now in its second year, this generation is constantly online and connected, both in their personal and professional lives. They believe there are great benefits to having a digital skillset, and that technology creates more opportunities for people everywhere. “I think my country’s best days are ahead” A Gender Gap on the Tech Front_ Influential in shaping outlook: Technology 41% 22% Strongly agree “I am on the cutting-edge of technology” 37% 25% Most likely to pursue in the future: Technology 34% 14% Technology is integrated into daily life_ 69 43 37 26 69 47 32 23 77 39 44 22 Improving the quality of my work Finishing my work faster Being and integral part of the team Being seen as someone on the cutting-edge of technology U.S. Western Europe Latin America (Showing % selecting) U.S. Millennials say: 1. Entertainment: 58 percent 2. Social life (with friends): 51 percent 3. Access to news/currentevents: 47 percent 4. Education and research: 46 percent Western European Millennials: 1. Entertainment: 49 percent 2. Access to news/currentevents: 49 percent 3. Social life (with friends): 45 percent 4. Education and research: 31 percent Latin American Millennials: 1. Entertainment: 64 percent 2. Education and research: 62 percent 3. Access to news/currentevents: 59 percent 4. Social life (with friends): 56 percent  Thirty-six percent believe personal mobile technology has significantly transformed the ability to find a job and identify career opportunities, and one-third (33 percent) believe it has transformed work/business productivity  Sixty-two percent believe technology can significantly help individuals with disabilities lead productive lives and obtain the educationl opportunities they desire  Tools and technologies that assist daily tasks (56 percent) are more highly valued in order to get a decent paying job than coding/programming (36 percent), typing speed (27 percent) and social media (22 percent)  Millennials are most likely to pursue technology as an industry (24 percent) and believe computer science (15 percent) and programming is the most important field of study for ensuring personal success Digital skills are beneficial in the workplace_
  2. 2. 2Learn more at www.telefonica.com/millennials Telefónica Global Millennial Survey: Focus on Technology When it comes to the Internet, I most value… U.S. Western Europe Latin America That my privacy is fully respected 28% 34% 34% The quality/speed of my broadband connection 24% 24% 29% My freedom to access any content of my choice 31% 23% 20% That governments do not interfere with or censor the Internet 18% 19% 17%  Globally, 89 percent of Millennials are concerned about the security and privacy of their data and information online  U.S. and Latin American Millennials (84 percent and 82 percent, respectively) believe they are in control of their personal data more than their Western European counterparts (65 percent)  Eighty-seven percent of global Millennials say they take steps to protect themselves online Millennials value data privacy _ _ While concerned aboutdata privacy, Millennials are proactive aboutprotecting themselves online _ Technology will continue to impact the future_ _ _ Survey Methodology Telefónica commissioned 6,702 quantitative interviews among Millennials, aged 18-30, across 18 countries in three regions including the United States, Western Europe and Latin America. Penn Schoen Berland conducted research from 23 June – 4 August 2014 viaonline survey and central recruit to online survey. Millennials from Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Germany, Guatemala, Mexico, Nicaragua, Panama, Peru, Spain, United Kingdom, United States, Uruguay and Venezuela were surveyed. Country sample sizes represented in the global number are weighted by the percent of the population in each country with access to the Internet, gender, and age. The U.S. Hispanic and U.S. Non-Hispanic populations are weighted to census. The global margin of error is +/-1.2 percent. Exact sample composition is not identical waveoverwaveand demographics can vary. Trend may be somewhat affected by these variations. A trusted reputation will guide future technology purchases_ _ _  Almost three-quarters (71 percent) of Millennials believe mobile technology creates more opportunities for all  Millennials believe North America (49 percent) and Eastern Asia (39 percent) will lead the world in technology and innovation in 10 years  U.S. and Western European Millennials believe established companies from leading developed countries should be investing in technology in their countries (32 percent and 29 percent, respectively), though Latin American Millennials believe the government should be the primary investor (48 percent)  When it comes to choosing a company to purchase personal technology from, a brand that has a trusted reputation for delivering quality products/services is seen as the most important factor for Millennials worldwide (57 percent saying ‘ very important’) followed by positive customer reviews (51 percent saying ‘very important’)  Latin American Millennials also consider leadership in consumer innovation as highly important (48 percent saying ‘very important’)  Thirty-four percent of U.S. Millennials, 20 percent of Millennials in Western Europe and 42 percent of Latin American Millennials believe a commitment to sustainability and social impact is also an very important factor Millennials are comfortable giving companies access to their personal data if they promise not to sell it to third parties (61 percent), it creates better value for them as a customer (57 percent) or they use it to create more personalized offers and products (55 percent)

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