Age is Key Factor in Personal Technology Product Buying Preferences, Finds CNET Survey.

Business Editors/High-Tech Writers

SAN FRANCISCO--(BUSINESS WIRE)--Nov. 17, 2003

People Under 35 Invite Style, Sophistication and Fun;

Over-35 Group Gravitates Toward Practical Products for Everyday Use

Distinctly different preferences exist between age groups when buying personal technology products, according to the latest CNET Personal Tech Radar survey from CNET (www.cnet.com), the trusted source of information for millions of personal technology buyers around the world.

The data show that people between the ages of 18 and 35 want stylish and sophisticated digital devices for entertainment purposes, while people over the age of 35 are more concerned with ease-of-use and new technologies that make life easier. Basic features, like product functionality and convenience, are common among people of all ages.

"Generally speaking, today's youth is extremely tech savvy, having grown up with technology as part of everyday life, whereas adults adopt new technologies more slowly, as they become easier to use, and their lifestyle-enhancing benefits become clearer," said Marie St. Marcoux, director of user intelligence for CNET Networks. "These distinctly different learning curves are a likely cause of the pronounced variation in product preferences between different age groups."

CNET Personal Tech Radar, based on monthly surveys of CNET's active shoppers (see methodology below), provides a range of data highlighting the diverse preferences:

Notebooks

People under the age of 35 are more interested in notebook computers for entertainment purposes, such as downloading music, watching movies, and playing games. For this reason, it's no surprise that they are more interested in having a good graphics/sound card (35% under 35 vs. 26% over).

People over the age of 35, who are likely using notebooks for professional as well as recreational purposes such as creating home movies, want a notebook that offers reliability (58% over 35 vs. 47% under); the right screen size (54% over 35 vs. 44% under); a high-end operating system (54% over 35 vs. 44% under); and a DVD-CDR (CD Writer) combo drive (50% over 35 vs. 43% under).

MP3 Players 

Listening to their favorite music on the go - traveling, exercising, or commuting - is essential for the under-35 crowd. As a result, a compact MP3 player with a large amount of storage is important to this group (47% under 35 vs. 34% over). They are also much more concerned than people over 35 with choosing a product that is cool and sleek looking (22% under 35 vs. 6% over).

Ease-of-use is a greater concern for people over 35 (32% over 35 vs. 21% under). In addition, they are more interested in listening to audio books on the go (25% over 35 vs. 14% under). This age group, which is more likely to have a large collection of analog music like records and cassettes, also likes the ability digitize their music collection (35% over 35 vs. 25% under).

DVD Recorders 

Buyers over 35 love the idea of turning old videotapes into DVDs (63% over 35 vs. 51% under), and look for products with good video editing capabilities and progressive scan to make this task easier.

Buyers under 35 also want to use a DVD Recorder to have fun and be creative, but they are more interested in starting from scratch -- combining their favorite music and/or video to create a home video (31% under 35 vs. 22% over).

Wi-Fi

With WiFi (wireless computing) just entering the mainstream in the last couple of years, it's no surprise that there is not a big difference in adoption rates between age groups. In fact, 80 percent of all surveyed are thinking about Wi-Fi for the first time, and there are many similarities in what both groups want when it comes to Wi-Fi technology.

Overall, motivations are similar across age groups but people under 35 show an even greater need for mobility. The ability to move from room-to-room is important to this group (74% under 35 vs. 68% over).

For buyers over 35, ease-of-use and set-up are the main concern (55% and # 1 concern for over 35 vs. 42% and #3 concern for under). The ability to share a printer is also more appealing to these buyers (37% over 35 vs. 29% under), who are likely trying to set up a shared printer for the whole family.

CNET Personal Tech Radar data provides CNET's editorial team valuable insight into shoppers' real-life personal technology interests and buying motivations, helping guide content development to ensure maximum relevance to CNET's users. Observations like the difference in product preferences between different age groups have helped shape this year's CNET Holiday Gift Guide (http://holiday.cnet.com).

Personal Tech Radar Methodology

The CNET Personal Tech Radar survey is conducted once a month by CNET's research team among the 300,000 technology-interested subscribers to CNET's Digital Dispatch email newsletter. A minimum of 5,000 people have responded to the survey each month since its introduction. Personal Tech Radar was launched October 1, 2003 to directly inform CNET users on consumer electronics trends, as well as to help CNET editors develop content that is highly in-sync with user interests. Select survey findings are highlighted each week on the CNET home page and the CNET Digital Living Web site. http://living.cnet.com.

About the CNET Web Site

CNET is a trusted source of information for millions of consumers around the world that are interested in enhancing their lifestyles with today's cutting-edge consumer electronics and digital technology products. CNET's team of expert editors, which has won more than 200 awards, provides product coverage, ranging from basic buying advice to in-depth lab-based reviews, on over 7,000 products and is expected to have coverage on over 12,000 products in 30 categories by the end of the year. Reviews are enhanced by 360-degree photos of products and real-time pricing.

About CNET Networks, Inc.

CNET Networks, Inc. (www.cnetnetworks.com) is a leading global media company informing and connecting buyers, users and sellers of personal technology, business technology, and games and entertainment. Known for its editorial expertise, CNET Networks combines its award winning content with the power of interactive technology to provide it's users an intuitive, dynamic and relevant environment. The company's content portfolio features top brands including CNET, ZDNet, TechRepublic, GameSpot, and mySimon, as well as Computer Shopper magazine, and CNET Channel. With a strong presence in the US, Asia and Europe, CNET Networks has operations in 12 countries.