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Page 1: Www.krcresearch.com Microsoft ‘Millennials in Automotive Survey 2009’ Survey of Adult “Millennials” 18-27 years old

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Microsoft ‘Millennials in Automotive Survey 2009’

Survey of Adult “Millennials” 18-27 years old

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Survey MethodologyDATA COLLECTION DATES: January 5 – 12, 2009

METHOD: Online survey

SAMPLE SIZE: 400 adult “Millennials” 18-27 years old

MARGIN OF ERROR: +/- 4.9% at the 95% confidence level

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Detailed Findings

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Vehicle ownership

Please indicate whether you currently own, lease or drive regularly or daily a car, truck, or SUV?

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Importance of adopting customer service toolsPlease indicate how important you think it is for automotive companies to adopt the following technologies to better serve you as a

customer or potential customer – very important, somewhat important, not too important, or not important at all? % saying “important”

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Preference when communicating with company or dealership

When you have to interact with your automotive company or dealerships, which way would you prefer the most when you have to communicate with them?

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Activities when comparison shoppingPlease indicate if you would do any of the following activities when comparison shopping for an automobile or dealership in the future?

% saying “yes”

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Current work environment

Which of the following choices comes closest to describing your current work environment?

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Total breakdown:• Very important -45%• Somewhat important - 41%• Not too important – 10%• Not important at all – 4%

Importance of newer, innovative technology

Please indicate how important the ability to work with newer and innovative technology or services is or will be to you when you are deciding to consider job opportunities in the future?

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EMPLOYED – Expectations of technologies and servicesRegardless of where you currently work, please indicate if you would expect to use any of the following technologies or services within

your current workplace? % saying “yes”

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NOT EMPLOYED – Expectations of technologies and services

Please indicate if you will expect to use any of the following technologies or services within your workplace once you are employed? % saying “yes”

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Perception of Automotive Industry

Please indicate how well you believe the following statements describe the automotive industry – very well, somewhat well, not too well, or not well at all? % saying “well”

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AppendixPast research findings & profile

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Technology they use daily

Please tell me if you use any of the following technologies or services on a daily or frequent basis? % saying “yes”

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Membership to social networking sites

Please tell me how many social networking sites such as Facebook, MySpace, etc. you belong to at this time?

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How often and how long on these sites?

From the following list of choices, how often would you say you access your primary or preferred social networking site?

From the following list of choices, how much time would you estimate you spend on these social networking sites each time you visit? (Among those who visit)

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Age

18 - 20 34

21 - 23l 33

24+ 34

Respondent Profile (Automotive Survey

Education

Some high school 11

High school graduate 24

Some collegeGraduated from college or more

4420

Region

East/Northeast 18

Midwest 22

South 35

West 25

Race

White 66

Latino/Hispanic 18

Asian-American 7

Black/African-American 10

Other/Prefer not to say 5

Employment status

Employed 50

Not employed 50


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