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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