'Digital I.Q.' Survey Indicates Widespread 'Digital Literacy' Among American Adults.

Business Editors

BETHEL, Conn.--(BUSINESS WIRE)--Sept. 26, 2000

New Survey Finds That 50 Percent of

Americans are 'Digitally Connected'

If knowledge is power, Americans are well positioned to emerge victorious in the digital revolution. Despite reports of a populist backlash against "technological tyranny," half of all American adults demonstrate a core understanding of wireless technology, according to a new DURACELL(R) ULTRA sponsored survey.

Based upon a 10-question "Digital I.Q. Test" about the latest news in digital technology, 50 percent of American adults are "digitally connected," able to correctly answer two or more questions. Included in this group are the "electronic elite" and "wireless wannabes" whose knowledge of the digital world substantially exceeds the general population.

The DURACELL ULTRA survey reveals that -- with 70 percent of the consumers polled owning or using a high-tech device, whether personal or laptop computer, pager, digital camera, cellular telephone, personal digital assistant or handheld personal computer -- Americans still have a way to go before all are digitally savvy. The survey results placed consumers into one of four categories:

Electronic Elite - one percent of respondents answered at least eight of the 10 questions correctly. Evenly divided between men and women, these consumers are the most knowledgeable about cutting-edge devices and digital technology. They own a variety of devices, and are most likely to use these devices to their fullest capabilities.

Wireless Wannabe - 13 percent of those surveyed answered five to seven questions accurately. The "wireless wannabes" are clustered in the 18-34 age group, are disproportionately male and are keenly interested -- but not expert -- in digital technology.

Cautiously Connected - 37 percent of respondents answered two to four questions correctly. Evenly divided between men and women, these people have slowly entered the digital world. With an average of two devices, they are still feeling their way forward.

Digitally Disconnected - 50 percent of those surveyed answered no more than one question correctly. Mostly women and over 55 years old, these consumers appear intimidated by the newest devices and are most likely to own only a cellular phone.

"Because information comes at us faster than ever, from e-mail to cell phones to voice mail to pager messages, people are buying new devices at ever greater rates. In order to ensure that they neither are overwhelmed by rapidly changing technology nor lose their competitive edge in business, consumers will need to continue broadening their understanding of digital technology," said Corey Greenberg, technical expert with www.beststuff.com.

Greenberg advocates increasing your Digital I.Q. with these easy suggestions:

- Focus on one device at a time based on your needs and wants; research the
newest technologies by reading up and logging on.

- Determine which device features are most critical to you rather than simply
buying the "latest and greatest."

- Learn your devices' full capabilities by going to the manufacturers' website,
which is often easier than a manual to understand and offers tech support only
an e-mail away.

- Think about how a device is powered before you buy it to ensure it meets your
lifestyle. Unlike rechargeable batteries, alkaline batteries are always ready
to use and easy to replace. In addition, high-drain devices perform best when
powered by a premium alkaline battery, such as new DURACELL ULTRA with M3
Technology, versus an ordinary alkaline battery.

- Take the time to research device accessories, which can enhance the
performance of the device.

Corey Greenberg

Corey Greenberg is currently the tech expert for www.beststuff.com; over the years his byline has appeared in such publications as Rolling Stone, Spin, Wired, Audio, Stereophile, and Home Theater magazines. Corey is the consumer electronics correspondent on NBC's "Today."

Survey Background

The DURACELL ULTRA Digital I.Q. survey was conducted by International Communications Research between August 3 and August 7 as a telephone survey among a national sample of 1,017 adults, 18 years of age or older. For a survey of this size, the sampling error is +/- 3.1 percent at the 95 percent confidence level.

About Duracell

A part of The Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries. Duracell also markets primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries. With headquarters in Bethel, Connecticut, Duracell sells its batteries throughout the world, primarily under the DURACELL trademark.