This research delves into the spending habits, technology usage, and communication behavior of Digital Natives, or those who have grown up with digital technology. This research specifically was conducted on college students as well as recent college graduates/working professionals - those on the frontier of global communication. Conducted by Jacklyn Lee from January to April 2008, the research was conducted using both qualitative and quantitative elements - six local focus groups as well as a nationally distributed online survey. Video clips with detailed insights may be requested by contacting Jacklyn directly.

1. Insights Into the Lives of Digital Natives in the United States Ad hoc research conducted for Ericsson by Jacklyn Lee January - March 2008

8. Digital Natives’ Spending Habits Online… …In-Store 90.0% (9) 10.0% (1) Portable DVD player 83.3% (10) 16.7% (2) Video recorder 94.1% (16) 11.8% (2) Television 63.6% (14) 45.5% (10) Other computer software 81.8% (18) 36.4% (8) Gambling 82.6% (19) 26.1% (6) Digital camera 79.2% (19) 25.0% (6) Newspapers 68.0% (17) 44.0% (11) Computer games 82.1% (23) 28.6% (8) Flowers 83.3% (25) 40.0% (12) DVDs/video cassettes 87.5% (28) 18.8% (6) Gift cards 63.6% (21) 51.5% (17) Computer accessories 88.2% (30) 14.7% (5) Magazines 97.3% (36) 8.1% (3) Home accessories (furniture, lamps, etc.) 30.8% (12) 74.4% (29) Concert tickets 65.9% (27) 43.9% (18) Music hardware (mp3 player, headphones, etc.) 62.2% (28) 60.0% (27) Music (mp3s, CDs) 65.2% (30) 50.0% (23) Computer electronics 84.0% (42) 36.0% (18) Books (for leisure) 92.0% (46) 14.0% (7) Accessories (handbags, wallets, etc.) 82.5% (47) 38.6% (22) School-related textbooks 94.9% (56) 5.1% (3) Alcohol 32.8% (20) 77.0% (47) Airline tickets/hotels/bus fares 92.4% (61) 19.7% (13) Shoes 95.7% (67) 14.3% (10) Movie tickets 94.5% (69) 11.0% (8) Personal products (cosmetics, skincare products, cologne, perfume, etc.) 93.3% (70) 28.0% (21) Clothing 94.9% (74) 5.1% (4) Groceries In-Store Online

9. What is a Fair Monthly Price to Pay for Technology? $43.11 for unlimited mobile voice communications Mode: $50 $28.88 for high-speed wireless Internet connectivity Mode: $20 $20.13 for Web TV (including sports) Mode: $20 $8.45 for unlimited text messaging Mode: $5 $6.60 for mobile instant messaging Mode: $5 Digital Natives are not willing to pay for services and/or are unaware of some of the latest technology available

12. Satisfaction of Carriers and Service 34.9%

21. What Do Mobile Phone Users Dislike About Their Devices? 1.5% It's too heavy 1.5% It's too expensive to maintain 1.5% It's too small 3.0% Low battery life 3.0% The buttons are too small 4.6% Bad reception 6.1% Low camera resolution 9.1% The visuals aren't clear 9.1% It's too big 10.6% I wish the screen was bigger 12.1% It's too bulky 13.6% My Internet is too slow 15.2% I wish I could change the color of the plate 18.2% I don't have an mp3 player integrated into it 18.2% It's too fragile 22.7% The sound quality isn't very good 25.8% There is nothing I don't like about my phone. 27.3% There isn't enough memory

25. Voice Messages are… … a thing of the past … a waste of time!!! Video clip

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46. The Television is Antiquated Big Event? Big Screen Necessary. “ The screen (TV) has better quality and the screen is bigger.” – Oneta, 20 “ Online, it freezes up a lot. It’s irritating…blurry sometimes too.” – Monica, 19 “ The good thing about it it’s mobile and if you’re going out on a road trip or something and you wanna watch your favorite show you can download it and knock off a few hours.” – Arthur “ The TV is more comfortable to sit around.” – Steven TV is the New Radio “ If I do something on the computer, I’ll do a lot of things at once. I’m typing something, I’m watching a movie…there has to be a lot of stuff going on.” – Evan, 20 “ If I have a paper I have to have something going on.” – Vince, 23 “ I devote my full attention to TV probably 3 hours a week. It’s almost always just background noise.” – Steven “ If I try to type a paper, I have to have something going on. Otherwise I start dozing off.” – Arthur, 25 41.6% of respondents watch 2 hours or less of broadcast television per week 22.1% do not have cable television Of those who do, 28.6% watch 2 hours or less of cable television