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Table

OWNERSHIP OF ELECTRONIC DEVICES, BY GENERATION

                   All      Millennials   Gen X     Younger   Older
                   adults   (XX-XX)       (XX-XX)   Boomers   Boomers
                                                    (XX-XX)   (XX-XX)

Cell phone         XX%      XX%           XX%       XX%       XX%
Desktop computer   XX%      XX%           XX%       XX%       XX%
Laptop computer    XX%      XX%           XX%       XX%       XX%
iPod/MPX player    XX%      XX%           XX%       XX%       XX%
Game console       XX%      XX%           XX%       XX%       XX%
e-Book reader       X%       X%            X%        X%        X%
Tablet              X%       X%            X%        X%        X%
(e.g., iPad)
None of these       X%       X%           X%         X%        X%

                   Silent       GI
                   Generation   Generation
                   (XX-XX)      (XX+)

Cell phone         XX%          XX%
Desktop computer   XX%          XX%
Laptop computer    XX%          XX%
iPod/MPX player    XX%           X%
Game console        X%           X%
e-Book reader       X%           X%
Tablet              X%           X%
(e.g., iPad)
None of these      XX%          XX%

SOURCE: Pew Research Center

Note: Table made from bar graph.

Full article

Ownership and usage of electronic devices varies significantly by generation, according to the Pew Research Center.

For example, while more than eight in XX adults (XX%) own cell phones, and XX% live in households with at least one working mobile phone, Millennial and Gen X adults use their phones very differently from Boomers and members of the Silent Generation. For some types of devices, there are also significant differences in ownership and usage habits of Millennials vs. Gen Xers.

Taking photos and sending/receiving texts are the most universally used mobile phone functions, apart from talking. More than half of all mobile phone owners under age XX take photos with their phones. Texting is more widely used by adults ages XX and younger, but about half of Older Boomers (ages XX-XX) use it, too.

Among all the devices studied by Pew--cell phones, desktop and laptop computers, MPX players, game consoles, e-Book readers, and tablets--MPX players show the widest split in ownership by age. Nearly three quarters of Millennials own iPods or other MPX players, but fewer than half of adults over XX do.

Millennials are the only generation more likely to own laptops than desktop computers. Interestingly, while there's a sharp drop-off in ownership of MPX players between Millennials and Gen Xers, the two groups are equally likely to own another type of entertainment device--gaming consoles.

There are few age differences in ownership of e-Book readers; income and education levels are more significant predictors of e-Book use.

Millennials are XX% more likely than adults of other ages to look at and/or respond to ads sent by text message, finds a separate study by GfK MRI. One in XX Millennials who own cell phones have viewed ads sent via text messaging in the past XX days, and X% have responded to such ads or bought products via text during that time. By comparison, X% of all mobile phone owners have looked at text ads and X% have responded to them in the past XX days.

The younger the mobile phone owner, the more likely he/she is to read or respond to text-message ads. Receptivity to text-messaging ads is also influenced by the owner's relationship with his/her phone.

People who use text messaging regularly for communication, people who feel that their phones are extensions of their personalities, and those who are willing to receive ads on their phones in exchange for free services or discounts are more receptive to text-message advertising.

Interestingly, people who use their phones primarily for business are more receptive to these ads than those who use their phones mostly for personal use. [COMPUTERS/ ELECTRONICS, TELECOMMUNICATIONS, DEMOGRAPHICS, ADVERTISING]

SOURCES: "Generations and Their Gadgets, February 2011," Pew Research Center, Internet & American Life Project, Kathryn Zickuhr, Web Coordinator, XXXX L St., NW, #XXX, Washington, DC XXXXX; XXX-XXX-XXXX; kzickhur@pewinternet.org; www.pewinternet.org. Price: Available online at no charge.

"Survey of the American Consumer, Wave XX, March-October 2010," GfK MRI, Anne Marie Kelly, SVP Marketing & Strategic Planning, XX Ninth Ave., Xth Fl., New York, NY XXXXX; XXX-XXX-XXXX; annemarie.kelly@gfkmri.com; www.gfkmri.com.

Price: Contact for information.

USE OF MOBILE PHONE FEATURES BEYOND TALK,
BY GENERATION

                   All      Millennials   Gen X     Younger   Older
                   adults   (XX-XX)       (XX-XX)   Boomers   Boomers
                                                    (XX-XX)   (XX-XX)

Take pictures      XX%      XX%           XX%       XX%       XX%
Send/receive       XX%      XX%           XX%       XX%       XX%
text messages
Access the         XX%      XX%           XX%       XX%       XX%
Internet
Play games         XX%      XX%           XX%       XX%       XX%
Record video       XX%      XX%           XX%       XX%       XX%
Send/receive       XX%      XX%           XX%       XX%       XX%
email
Play music         XX%      XX%           XX%       XX%       XX%
Send/receive       XX%      XX%           XX%       XX%       XX%
instant messages

                   Silent       GI
                   Generation   Generation
                   (XX-XX)      (XX+)

Take pictures      XX%          XX%
Send/receive       XX%           X%
text messages
Access the         XX%           X%
Internet
Play games         XX%           X%
Record video        X%           X%
Send/receive       XX%           X%
email
Play music          X%           X%
Send/receive       XX%           X%
instant messages

SOURCE: Pew Research Center

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