This document profiles the media habits of 4 individuals - Deborah, Tony, Lauren, and Debbie. It finds that all 4 rely heavily on devices for both work and entertainment. They spend 20+ hours per week on computers and 10-20 hours on smartphones. While TV was once important, computers and phones are now their primary sources of news, music, videos and communication. The trends show smartphones and computers are being used more for entertainment as their capabilities increase with faster browsing and more apps. Overall, technology deeply impacts their lives and they say they cannot live without their various devices.

1. Media Habits MCDM / The Any Screen Agency / Comm 597 Summer Qtr 2011 Linda Jacobson

2. 7/16/2011 Media Habits 2

3. Who Deborah Tony Lauren Debbie Age: 54 Occupation: Technical Support Analyst Profile: Creative maven, intelligent artistic, single, love movies and art Age: 52 Occupation: Software Test Development Engineer Profile: Music loving, Mid-western born Age: 13 Occupation: Student Profile: Easy going, outgoing Age: 46 Occupation: Marketing Consultant Profile: Working mom of 3 kids, work in fast-paced environment, juggling work and kids 7/16/2011 Media Habits 3

4. 12 Questions What devices do you use? Which OS/platform? How much time do you spend on each device? How does each device that you use fit into your life? How do devices define who you are? Do you download movile apps onto your cellphone? What device “mediums” do you use to be entertained (broken down by time by device)? Where do you get your news? What device do you use to listen to music? What channels do you use to watch videos? What video games do you play? What social games do you play online? 7/16/2011 Media Habits 4

5. How do devices define who you are? Deborah: I could not live without devices. Tony: I could not live without devices. I recently purchased a smartphone (Android) and use my phone more and more for entertainment and keeping in touch with friends and family via texting and email. I listen to music and play games like Bejeweled. Lauren: I don’t think I could live without technology and media because they are just so easy to use, they’re always accessible. [Side note from Lauren’s mom: As her mother I know that she can’t live without them…It’s also how she communicates with her friends all the time, all day long. I don’t think she realizes that.] Debbie: I could not live without devices. How I feel depends on the day. I want devices to simplify my life. But the more they “do” the more complicated they (devices) become. For example, for my phone it takes 3 steps to turn on when it used to only take 1 step. But, I can access/do more things: email, internet and .make a call. 7/16/2011 Media Habits 5

6. Stats 4 of 4 have notebooks(laptop); 3 of 4 have smartphones 4 of 4 have Windows-based devices; 1 of 4 has Android phone 3 of 4 spend over 20 hours per week on computers; 2 of 4 spend at least 10 – 20 hours on their smartphone 4 of 4 use their devices for work, same for fun/play 4 of 4 say they could not live without devices 2 of 4 download mobile apps (FB, Twitter, Tag, Solitaire) Of all devices, computers have remained consistent as medium used for entertainment; Smartphones increased in use over past year 3 of 4 get their news from their computer; 2 of 4 also get news from their smartphone 4 or 4 use radio to listen to music 4 or 4 got to YouTube for videos 2 of 4 play online games 7/16/2011 Media Habits 6

7. Trends Increased use of smartphone and computer for entertainment Debbie: I can find more online then ever before. Browser speed is better on phone; there is more stuff on the phone than ever before Deborah: A year ago, I could not live without tv. Now, tv is not part of my life. All computer, would die without it. If something happens to my computer I go to library to use their free computers to get news, entertainment, email to stay connected to family and friends. Will soon sign up for FaceBook– I have 2 sisters that only post info on FB. Need to get connected so don’t miss out on family news. 7/16/2011 Media Habits 7

8. Conclusions Smartphones and apps will continue to grow As browser speeds increase, more will use smartphone and computers (laptop, tablets) for entertainment. 7/16/2011 Media Habits 8

9. Addendum 7/16/2011 Media Habits 9