Mobile Millennials

Overview

SeeSaw Networks has the most extensive network in the United States to reach Mobile Millennials where they work, play and socialize. Total # of Venues 21,000+ nationwide # of Weekly Impressions 36+ million 18-24 Demographic Index* 206 25-34 Demographic Index* 152 * - Represents a demographic index for a national campaign compared to U.S. national average Mobile Millennials between the ages of 18-34 represent about 68.9 million individuals or roughly 23% of total US Population.

Venues Bars & Restaurants - Buzztime Bars & Restaurants - Ecast Bookstores - BordersTV Cafés - Ripple - Einstein/Noah's Casino Hotels Coffee Shops - Coffee Bean & Tea Leaf Coffee Shops - Tully's Convenience Stores - TMI Gas Stations - PetroTV Gas Stations - PumpTopTV Grocery Stores Health Clubs - Cardio Health Clubs - WHEN Information Kiosks - Hotspot Juice Bars - Juice It Up Juice Bars - Robeks QSR - Jack In The Box Retail - Bookstores Sports Bars - BRANDitTV Sports Bars - MJM Travel Centers University Bookstores University Campuses University Dormitories US Border Crossings

Day in the life

A Day in the Life of Mobile Millennials

As Mobile Millennials like Ian and Zoe go about their day, digital out-of-home media engages them across a variety of venues:

	7:35 AM – Fuel up at the Gas Station 7:35 AM – Fuel up at the Gas Station Zoe stops at a gas station on her way to work. Screens are prominent on gas pump where special news of the day is interspersed with cool ads; she watches while she pumps gas.
	12:00 PM - Workout at the Health Club 12:00 PM - Workout at the Health Club Zoe goes to the health club for a quick workout during her lunch break. The digital signs show news and display advertisements, which Zoe watches while she is on a stairmaster.
	5:30 PM – Pick some extra cash at the ATM 5:30 PM – Pick some extra cash at the ATM Ian stops at the ATM during lunch on his way to meet a friend for dinner. While he waits for his cash, ads are displayed on the ATM.
	5:50 PM – Shopping at a Bookstore 5:50 PM – Shopping at a Bookstore Zoe stops at a retail store to buy the new Harry Potter DVD. While checking out, she watches the new arrivals on a digital screen, which also shows ads.
	6:25PM – Dinner at a Restaurant 6:25PM – Dinner at a Restaurant Ian meets up with Zoe and some other friends to grab dinner at a local restaurant. Ian puts some music on the digital jukebox.

Activities

Activities for Mobile Millennials

Mobile Millennials work, play and socialize in the following ways:

Weekday

• At work or college 8-10 hours a day
• Health club 3-4 times a week
• Lunch date 1-2 times a week
• Rent a DVD or video to watch at home
• Online 2 hours every day
• Drinks after work with friends

Weekend

• Go to a movie at least once a month
• Basketball/volleyball with friends 1-2 hours
• Go to college games
• Hang out with friends 2-3 times a week
• Gadget store/shopping a couple of times a month

Research

Research About Mobile Millennials

Mobile Millennials’ Awareness of Digital Out-of-Home Media

• Digital out-of-home media is even more effective in reaching Mobile Millennials vs. general adults with 75% reporting that they are aware of the media vs. 62% of general adults.
• On average, Mobile Millennials who are aware of the media have seen digital signage advertising at between six and seven different locations within the past week.
• 50% of Mobile Millennials report that they play some or a lot of attention to digital signage advertising.
• Mobile Millennials are more likely then general adults to take action as a result of seeing digital signage advertising with 43% reporting that they took an action as a result of seeing an ad on a digital sign.

Source: OTX Digital Out-of-Home Media Awareness and Attitude Study – 2007

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Spending Patterns of Mobile Millennials

The Mobile Millennial life pattern, representing the 18-34 age group, consists of about 68.9 million individuals or roughly 23% of total US Population.

Average income for individuals in the 25-34 age groups among the Mobile Millennial is over $53,000 and they spend majority of it - about 84% of their income

• $9.8 Billion is spent annually on alcohol
• $77.9 Billion on cars
• $10.3 Billion on personal care products

(Source Consumer Expenditure Survey, Bureau of Labor Statistics, Dept of Labor - 2004-2005).

Mobile Millennials are regarded as the

• #1 group for spending on jewelry
• #1 group for spending on electronics
• #1 group for new homeownership

(Source: Boston Globe, 2004, Mintnel Group Analysis, 2006)

Mobile Millennial Media Consumption

Mobile Millennials are hard to reach with traditional media such as TV, newspapers and radio as seen in the following statistics:

• 18-34 year old demographic spends just 2.5 hours per week reading newspapers, the lowest among all demographics. (Source Ipsos Reid).
• DVR penetration is expected to increase by over 400% between 2005 and 2011 to 65 million units (source: APM Marketplace). This does not speak well for TV as an advertising medium for Mobile Millennials.
• Eighty-two percent of 18-34 year olds report that they are comfortable with new technologies. They are early adopters of new technologies. (Source: Boston Globe).
• About half of 18-25 year olds say they sent or received a text message over the phone in the past day, approximately double the proportion of those ages 26-40. (Source: A Portrait of "Generation Next" , Pew Research Center, January 2007)
• 18 to 25 year olds are an active bunch.
• Fully 81% say they exercise on at least a weekly basis.
• Nearly half (49%) say they play video games.
• They are also big movie-goers. About one-in-ten (11%) say they go out to the movies once a week or more, and 47% say they do so at least once a month. Older generations go out to movies much less frequently – 28% of Gen Xers, 22% of Boomers and 14% of seniors go to movies at least monthly.
• More than three-quarters (77%) say their favorite way to watch a movie at home is watching a DVD or video, while only 17% say they watch movies that are on television.
(Source: A Portrait of "Generation Next" , Pew Research Center, January 2007)