The results are in! View a summary of the key findings from a 2014 technology study by mindsight and Survey Analytics as featured in CNBC, Yahoo Finance, Consumer Technology Daily News and more. The survey was conducted in April 2014 to U.S. general population over the age of 18. We received nearly 9,000 completes at a 95% confidence level. Scroll through the presentation to see the questions asked and dive into the methodology of the study. What Consumers Told Us: - PHONES AND COMPUTERS ARE THE HARDEST TO LIVE WITHOUT - MANY DISCOVER IN THE APP STORE OR FROM FRIENDS/FAMILY - SOCIAL NETWORKING AND GAMES ARE MOST POPULAR APPS - THEY HAVE MANY MORE APPS INSTALLED THAN THEY TYPICALLY USE - THEY DOWNLOAD APPS MUCH MORE THAN THEY TYPICALLY DELETE - THEY LIKE FREE APPS WITHOUT ADS - MOST HAVE A CABLE SUBSCRIPTION, AND MANY ARE WILLING TO TRY DITCHING IT FOR OTHER SERVICES - THOSE WHO WON’T SAY THEY’RE HAPPY WITH WHAT THEY HAVE - OVER 60% CLAIM THEY’RE WELL VERSED IN CLOUD COMPUTING - OVER HALF ARE REGULARLY BACKING UP THEIR DATA - THEY SCAN FOR VIRUSES AND THREATS QUITE FREQUENTLY

1. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 1
technology study
results summary
04.25.14

2. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 2
Upper [lower] case
letters denote statistical
significance at the 95%
[90%] confidence level.
totalrespondents requirementsMETHODOLOGY
the method to the madness.
N=
topgroups
We conducted an online survey in April
2014 among among the general
population. All respondents were required
to be over the age of 18.
Respondents were reported in total. Source: nationally
representative
sample source.
over 18 years
of age
8,853
April
2014
18+
TOTAL
8,853

3. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 3
THETECHNOLOGYSTATS.
key measure summary

4. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 4
TOTAL
(A)
N=Among Device Owners
DIFFICULTY TO LIVE WITHOUT THESE ITEMS T3B%
iPhone 67
Android phone 67
Laptop 61
Desktop computer 55
Other smartphone 48
iPad 46
Smart watch 40
Google glass 39
Kindle 27
Other tablet 25
iPod/mp3 player 21
Videogame consoles (Xbox, PlayStation) 17
Among respondents who own the following devices, iPhones, Android phones and laptops are the devices
that generate the highest agreement when asked how easy or difficult it would be to live without these
devices.
PHONESANDCOMPUTERSARETHEHARDESTTOLIVEWITHOUT.
key measure summary
Q: Thinking about the devices you own, please rate each one on a scale of 1 to 10 based on how easy or difficult it would be to live without these
devices. Please use the scale where 1=Extremely easy to live without and 10=Extremely difficult to live without.

5. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 5
TOTAL
(A)
N=Among Smartphone/Tablet Owners
HOW THEY DISCOVER NEW APPS %
App store 44
From friends/family 43
Browsing websites/online 38
Social media 32
Advertisements in other apps 17
TV 14
Radio 8
Other 4
Nearly 45% discover new apps to download via App Stores and a similar percentage discover them
through friends and family.
MANYDISCOVERINTHEAPPSTOREORFROMFRIENDS/FAMILY.
key measure summary
Q19. How do you discover new apps to download/install on your smartphone or tablet?

6. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 6
TOTAL
(A)
CATEGORIES OF APPS THEY OWN %
Social Media 54
Games 54
Weather 47
Music 45
Photo and Video 44
Entertainment 41
Navigation 39
Books 35
News 34
Finance 34
Food and Drink 34
Lifestyle 32
Health and Fitness 29
Over half have Social Media and Games installed on their devices. In addition, many also use Weather,
Music and Photo/Video apps on their devices.
SOCIALNETWORKINGANDGAMESAREMOSTPOPULAR.
key measure summary
Q17. Thinking about the apps that are installed on your tablet or other smartphone, which categories of apps do you currently have on your
smartphone or tablet?

7. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 7
On average, respondents who own tablets or smartphones have about 21 apps installed on their device.
However in a typical week they don’t use nearly as many---the average number of apps used in a typical
week is 8.3.
THEYHAVEMANYMOREINSTALLED THANTHEYTYPICALLYUSE.
key measure summary
Q: Approximately how many apps are currently installed on your smartphone or tablet? Q: Thinking about all the apps that are installed on your
smartphone or tablet, how many of them do you typically use in a week?
AVERAGE NUMBER OF APPS
INSTALLED ON DEVICE
AVERAGE NUMBER OF APPS
USED IN A TYPICAL WEEK
Mean Mean
21.3 8.3

8. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 8
About 40% claim to download apps Once Every 2-3 Weeks or More Often. 5% claim to download apps
Once a Day or More Often. Generally, respondents download apps on a more frequent basis than they
delete them. Comparatively, just over 30% delete apps Once Every 2-3 Weeks or More Often and only 2%
claim to delete apps Once a Day or More Often.
THEYDOWNLOADMUCHMORETHANTHEYTYPICALLYDELETE
key measure summary
Q11. How often do you typically delete apps from your smartphone or tablet? Q10. How often do you typically download apps?
TOTAL
(A)
N=8853
HOW OFTEN DOWNLOAD APPS %
Once/ 2-3 weeks or more often 43
Once/month- Once/2-3 months 40
Once every 4-6 months or less often 17
TOTAL
(A)
N=8853
HOW OFTEN THEY DELETE APPS %
Once/ 2-3 weeks or more often 31
Once/month- Once/2-3 months 14
Once every 4-6 months or less often 5

9. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 9
TOTAL
(A)
N=Among Smartphone/Tablet Owners
APP ATTRIBUTE AGREEMENT T3B%
I only download free app 67
I don’t like when the apps I download contain ads 63
I often use my device and/or apps to research products I’m
shopping for while I’m in the store
45
I often get tired of the apps I’ve downloaded and delete them 33
It doesn’t bother me to have apps I don’t use 30
I download many apps, but then delete them shortly after 27
I download apps for work meetings/conferences 27
Among respondents who own smartphones or tablets, respondents agreed most with the the following
statements I only download free apps, and I don’t like when the apps I download contain ads. Nearly
30% download apps for work meetings/conferences.
THEYLIKEFREEAPPSWITHOUTADS.
key measure summary
Q: Below are a few statements about apps that may or may not describe you. Please rate each statement on a scale of 1-10 where 1= Does not
describe me at all and 10=Describes me completely.

10. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 10
TOTAL
(A)
N=8853
CABLE SUBSCRIPTION IN THE HOUSEHOLD %
Yes 74
No 26
Among total respondents nearly three quarters currently have a cable TV subscription in their household.
MOSTHAVEACABLESUBSCRIPTION.
key measure summary
Q13. Does your household have a cable TV subscription?

11. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 11
TOTAL
(A)
N=8853
WILLINGNESS TO CANCEL CABLE IN FAVOR OF OTHER
STREAMING SERVICES
%
Yes, I’d give it a try 65
No, not Interested 35
Many appear to be willing to cancel their cable TV subscription in favor of other streaming services—65%
claim they’d be willing to give it a try.
ANDMANYAREWILLINGTOTRYDITCHINGITFOROTHERSERVICES.
key measure summary
Q14. Would you be willing to consider canceling your cable TV subscription and use services such as Hulu, Amazon, Google, and Netflix to watch
TV and movies?

12. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 12
TOTAL
(A)
N=3098
BARRIERS TO CANCELLING CABLE SUBSCRIPTION %
I’m happy with my cable TV subscription 52
I prefer to have both a cable TV subscription and other services
like the ones listed above
37
These services don’t include the shows/movies that I currently
watch
32
I’m not sure I’d like the selection of shows/movies 28
I don't know enough about these services 24
It’s too expensive 13
I’ve already tried using other services and I prefer cable TV
instead
11
I am concerned that setting up these services will be complex/too
difficult
10
I don't think the video/audio quality would be as good as cable
TV
7
Among respondents who claimed they would be unwilling to cancel their cable TV subscription in favor of
other services, just over half claim they wouldn’t switch because they’re happy with the service they
already have. In addition, nearly 40% claim they prefer to have both cable TV and other supplemental
streaming services.
THOSEWHOWON’TSAYTHEY’REHAPPYWITHWHATTHEYHAVE.
key measure summary
Q14. Would you be willing to consider canceling your cable TV subscription and use services such as Hulu, Amazon, Google, and Netflix to watch
TV and movies?

13. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 13
TOTAL
(A)
N=8853
FAMILIARITY WITH CLOUD COMPUTING %
I am well versed on the topic and could comfortably
explain/discuss this topic
65
I know what cloud computing is, but my knowledge about it is
quite limited
35
I’ve heard the word before, but I’m not familiar with it 22
I’ve never heard that term before; like a cloud in the sky? 7
65% claim they are very familiar with cloud computing and could comfortably explain the topic. Only
7% claim they’ve never heard the term before.
OVER60%CLAIMTHEY’REWELLVERSEDINCLOUDCOMPUTING.
key measure summary
Q16. Which of the following best describes how familiar you are with cloud computing?

14. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 14
TOTAL
(A)
N=8853
HOW OFTEN THEY BACK UP THEIR DATA %
NET: Once a month or more often 56
Once every 2-6 months 21
Once a year or less often 11
Never 10
I don’t know what backing up data is 2
While many back up their data on a fairly regular basis, 10% claim they never back up their data on any of
their devices and 11% do it once a year or less often.
OVERHALFAREREGULARLYBACKINGUPTHEIRDATA.
key measure summary
Q: How often, if at all, do you back up your data on any of the devices you own?

15. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 15
TOTAL
(A)
N=8853
HOW OFTEN THEY SCAN FOR VIRUSES OR THREATS %
NET: Once a month or more often 76
Once every 2-6 months 14
Once a year or less often 5
Never 5
I don’t know what scanning for threats is 1
Over three-quarters claim to scan their devices for spam threats once a month or more often. In addition,
41% claim to do this once a week.
THEYSCANFORVIRUSESANDTHREATSQUITEFREQUENTLY.
key measure summary
Q: How often, if at all, do you scan any of the devices you own for viruses and other spam threats? Please select one.

16. MINDSIGHT | SPRING TECHNOLGY SURVEY RESULTS SUMMARYY 16
For more information about Mindsight
and our favorite survey tool Opinion It
visit: www.mindsightstrategy.com
© mindsight 2014.
if we knew what it
was we were doing,
it wouldn’t be called
research. –einstein
thank you.