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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, and technology.
• 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 level
for this sample size.
2
++ +
KEY FINDINGS
3
Americans 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).
KEY FINDINGS (Continued)
4
American 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.)
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)
MAIN FINDINGS WAVE THE GEEK BANNER! Americans are proud of their passions, hobbies, even their toys and cartoon pajamas!
MOST AMERICANS DO NOT “SNEAK THEIR GEEK”
7 K3) 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
“SNEAKY” GEEKS HIDE FROM FRIENDS, COWORKERS, FAMILY
8 K3) 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.
MAIN FINDINGS GEEKS ARE READY FOR WEARABLE TECH Majority of geeks would buy smart watch, smart glasses
GEEKS ARE READY TO HOP ON THE WEARABLE TECHNOLOGY TREND
10 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 computerized wristwatch with
Smartphone functionality)
A majority (61 percent) of self-described geeks say they would consider purchasing or wearing 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 with Smartphone and
camera functionality)
Smart Watch
Smart Glasses
MAIN FINDINGS GEEKS CONTINUE TO BE WELL PERCEIVED Geeks are thought to be extremely intelligent, hard working, and even dateable!
12 K2) 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
GEEKS, RELATIONSHIPS, AND EMPLOYMENT
13
76% 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 (geeks and 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
MAIN FINDINGS GEEKS ARE NOT AS FUNNY OR INFLUENTIAL AS THEY THINK Geeks see themselves a bit differently than others do
GEEK PERCEPTION VS. REALITY
15
Which 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 53 percent of non-geeks. A majority (62 percent of geeks) also define a geek as someone who is influential, an association not necessarily shared by non-geeks (30 percent).
MAIN FINDINGS GEEKS RELY HEAVILY ON TECHNOLOGY Geeks would have a harder time than non-geeks living without their Smartphone, computer and the Internet
GEEKS ATTACHED TO THEIR TECH
17
13%
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%
Your TV
Your dai ly exercise routine
Newspaper, book or e-‐Reader
Your smartphone
Your morning coffee or tea
Your pet
Your computer
Your pen or paper to wri te with
Your car
High speed Internet
Your s igni ficant other
Your fami ly
Non-‐Geek Geek
K8) 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?