Family & Technology Survey

November 2011 Submitted to: Daniela Jimenez-Parker & Jackie Kates Created by: Cross-Tab

Study Background

Study Objectives To study the role of technology in family relationships across 8 different markets.

Methodology Web based online interviews were conducted. The survey was published on MSN Homepages of Latam countries.

Sampling & Survey timeframe Random Sampling of MSN visitors of Latam markets during Nov 2011. Data collection period: 11th Nov to 30th Nov.

Markets Tracked

Key Information areas

Device used most often to connect with immediate family. Device used most often to connect with friends and family abroad. Device purchased last year and reason for purchase. Device used specifically during holiday period. In what way the device used most often is helpful. Benefit of technology to family relationships.

Argentina
n = 374

Venezuela
n = 84

Chile
n = 109

Peru
n = 47

Technological activity enjoyed most with family. Most often used form of communication last year. Children role in making parents technologically savvy to stay connected with family. Gadgets own by family.

Colombia n = 343

Ecuador
n = 60

Mexico
n = 634

Panama
n = 13

Questionnaire flow

Technology device used most often to connect

With immediate family members

With friends & family members not staying in household

With friends & family members staying abroad

Device purchased last year

Reason for the purchase

Technology device used more during holidays

How does the device helps you

Demographics

Gadgets own by family

Role of children in helping family to stay connected

Most often used communication form

Technology activity enjoyed most with family

How has technology brought your family closer together?

Impact of technology in bringing the family closer

Executive Summary

Device used most often to spend time with family

2/5th families use computer or tablet to connect and spend time with immediate family members living at home, followed by television (38%). Overall, about 70% families use computer or tablet to connect with family & friends not living in their home. Email (37%) is used most to connect with family & friends living abroad, followed by Social Networks (31%). 45% of the overall audience bought computer or tablet in the past year. Overall, 47% claim to buy the technology device as it helps them stay connected with friends & family. The claim is highest for Chile at 64%. Majority (45%) use computer or tablet more during holiday than any other time of year. Same trend is observed across markets. About half claim the device they use the most helps them stay in touch with friends & family not in close proximity, followed by helps manage time & workload. Overall, 77% feel that technology has brought their family closer. 2/5th claim technology helps capture & relive important moments through photos and videos. Across markets the top reason remains same. Using computer or tablet to surf the Internet, write, watch TV and movies, music, etc is the most enjoyable activity (about 70%) among families, overall and across markets. 1/5th used Email more during the past year. Only 20% used telephone. 27% families in Chile used IM Chat more and 28% in Argentina used Texting more for communication during the past year.

Device brought in the past year & way it is helping Device used most during holidays and the way it helps Impact of technology in bringing the family closer and how? Technology activity enjoyed most with family

Form of communication used most often

Role of children in helping family to stay connected.

Overall, 68% feel their children are teaching them how to be technologically savvy to stay connected as a family, with more representation from Mexico. 50% claim to have 2-3 televisions at their home. 42% have 2-3 computer or tablet. Over half in Argentina and Colombia have 2-3 televisions at home. Computer or tablet usage is high in Colombia and Mexico (2-3).

Number of gadgets own by the family

2/5th families use computer or tablet to connect and spend time with immediate family members living at home, followed by television (38%).
1. About half of the families in Chile use computer or tablet to connect and spend time with immediate family members. 2. Families in Argentina, Colombia and Mexico use computer or tablet and television with same frequency.

Low sample

Overall
Base

Argentina 209 2 37%

Chile 63 1 49%

Colombia 195 2 41%

Ecuador 28 39%

Mexico 470 2 40%

Panama 8 25%

Peru 30 17%

Venezuela 48 58%

1051 40%

Computer or tablet

Television
Smart phone Gaming Console Others

38%
9% 4% 9%

40%
5% 4% 14%

29%
11% 6% 5%

39%
6% 4% 10%

25%
21% 0% 14%

39%
11% 4% 6%

63%
0% 0% 13%

43%
27% 3% 10%

21%
10% 4% 6%

P2: Which device most often used to connect and spend time with immediate family members (those living at home)? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

Over 2/5th males use computer or tablet to connect and spend time with immediate family members. While, over 2/5th females use television.
1. Over 2/5th respondents between 15-35 years and 56-65 years age group, claim to use computer or tablet to connect with immediate family. 2. 36-55 years respondents claim to use television to connect.

Low sample

Gender Overall Male

Base

Age Under 14 28 32% 21% 18% 14% 14% 15-21 124 43% 32% 10% 8% 6% 22-35 351 1 40% 36% 13% 4% 6% 36- 45 252 38% 2 42% 8% 4% 9% 46-55 154 39% 42% 6% 3% 10% 56-65 99 1 46% 37% 4% 2% 10% 40% 30% 7% 0% 23% 65+ 43

Female 460 36% 41% 8% 3% 12%

1051 40% 38% 9% 4% 9%

591 43% 35% 10% 5% 6%

Computer or tablet Television Smart phone Gaming Console Others

P2: Which device most often used to connect and spend time with immediate family members (those living at home)? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

Overall, about 70% families use computer or tablet to connect with family members and friends not living in their home.
1. Majority of the families in Argentina, Chile, Colombia & Mexico claim to use computer or tablet to connect with family members and friends not living with them.

Low sample

Overall
Base

Argentina 209 1 66%

Chile 63 65%

Colombia 195 73%

Ecuador 28 1 64%

Mexico 470 70%

Panama 8 50%

Peru 30 60%

Venezuela 48 63%

1051 69%

Computer or tablet

Smart phone
Television Gaming Console Others

11%
6% 2% 13%

8%
7% 0% 19%

16%
8% 3% 8%

9%
4% 3% 12%

11%
7% 4% 14%

11%
6% 1% 11%

13%
13% 13% 13%

20%
7% 0% 13%

21%
4% 0% 13%

P3. What device used most often to connect with family & friends not living in your home? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

Similarly, across gender and age groups computer or tablet is used most often to connect with friends & family not living at home.

Low sample

Gender Overall Male

Base

Age Under 14 28 75% 4% 11% 0% 11% 15-21 124 74% 13% 5% 1% 7% 22-35 351 66% 15% 5% 3% 11% 36- 45 252 69% 8% 9% 2% 12% 46-55 154 70% 11% 5% 1% 14% 56-65 99 66% 6% 6% 1% 21% 65+ 43 67% 7% 2% 0% 23%

Female 460 64% 10% 7% 1% 18%

1051 69% 11% 6% 2% 13%

591 72% 12% 5% 2% 9%

Computer or tablet Smart phone Television Gaming Console Others

P3. What device used most often to connect with family & friends not living in your home? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

Overall, Email is used most to connect with family & friends living abroad, followed by Social Networks.
1. Argentina & Colombia also claim to use email most to connect with friends& family living abroad. 2. Over 2/5th families in Chile use social networks. However, both email and Social networks are equally used in Mexico.

Low sample

Overall
Base

Argentina 194 38% 1

Chile 61 38% 2 44% 7% 7% 5%

Colombia 187 44% 1

Ecuador 24 46%

Mexico 421 32% 2

Panama 7 57%

Peru 29 48%

Venezuela 47 36%

970 37%

Email

Social Networks
Instant Messaging video chats Others

31%
16% 7% 8%

25%
21% 3% 12%

32%
10% 10% 4%

46%
4% 4% 0%

32%
18% 7% 11%

14%
29% 0% 0%

21%
10% 14% 7%

30%
21% 11% 2%

P4: What service do you use most often to connect with family and friends living abroad? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

Males prefer Email and females prefer both email and social networks to connect with friends & family living abroad.
1. Over half of young audience (15-21 yrs) prefer social networks and older audience (46-55 yrs) prefer Email.

Low sample

Gender Overall Male

Base

Age Under 14 25 24% 48% 16% 4% 8% 15-21 113 22% 1 51% 17% 6% 4% 22-35 318 29% 41% 18% 7% 6% 36- 45 235 41% 23% 16% 9% 10% 46-55 147 1 51% 20% 13% 6% 10% 56-65 94 43% 18% 16% 9% 15% 65+ 38 68% 3% 13% 5% 11%

Female 421 35% 36% 15% 5% 9%

970 37% 31% 16% 7% 8%

549 38% 28% 17% 9% 8%

Email Social Networks Instant Messaging video chats Others

P4: What service do you use most often to connect with family and friends living abroad? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

10

45% of the overall audience bought computer or tablet in the past year.

1. Across markets also respondents bought computer or tablet in the past year.

Low sample

Overall
Base

Argentina 194 42% 7% 10% 4% 5% 24% 8% 1

Chile 61 48% 16% 10% 7% 3% 15% 2%

Colombia 187 49% 6% 10% 6% 7% 16% 5%

Ecuador 24 58% 13% 8% 0% 4% 17% 0%

Mexico 421

Panama 7

Peru 29 38% 38% 0% 0% 0% 14% 10%

Venezuela 47 32% 19% 17% 4% 2% 17% 9%

970 45% 13% 9% 5% 5% 18% 5%

1
46% 15% 9% 6% 5% 17% 3% 43% 29% 0% 0% 14% 0% 14%

Computer or tablet Smart phone Television Gaming Console MP3 Player None Other

P5: What device you bought in the past year? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

11

Over half of the respondents between 36-65 years have brought computer or tablet last year.
1. Over 2/5th of male and about half of female respondents also brought computer or tablet.

Low sample

Gender Overall Male

Base

Age Under 14 25 12% 24% 8% 4% 20% 16% 16% 15-21 113 35% 13% 4% 8% 12% 22% 5% 22-35 318 40% 19% 12% 4% 5% 16% 3% 36- 45 235 52% 11% 8% 6% 2% 15% 5% 46-55 147 50% 5% 12% 7% 3% 18% 6% 56-65 94 56% 7% 6% 2% 4% 18% 5% 65+ 38 45% 0% 13% 0% 3% 34% 5%

Female 421 47% 10% 8% 5% 4% 20% 5%

970 45% 13% 9% 5% 5% 18% 5% 1

549 43% 15% 10% 5% 6% 16% 5%

Computer or tablet Smart phone Television Gaming Console MP3 Player None Other

P5: What device you bought in the past year? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

12

Overall, 47% claim to buy the technology device as it helps them stay connected with friends & family. The claim is highest for Chile at 64%.
1. Over 1/5th in Colombia buy technology device to keep their family entertained.

Low sample

Overall
Base

Argentina 183 38% 1

Chile 58 64%

Colombia 172 42% 1

Ecuador 22 59%

Mexico 392 1 47%

Panama 7 57%

Peru 28 68%

Venezuela 46 61%

908 47%

It helps me stay connected with friends & family Keeps my family entertained/gives them something to do It helps to relieve stress It helps me to be creative Others

1 18% 17% 19% 23% 18% 16% 0% 11% 17%

16% 15% 15%

16% 13% 13%

16% 5% 5%

15% 12% 12%

23% 23% 23%

17% 18% 18%

14% 0% 0%

7% 7% 7%

17% 20% 20% 13

P6: Why buy this device? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

Across age and gender groups the reason for purchase remains same, helps stay connected with friends & family.
1. Over 1/4th young audience (between 15-21 yrs.) claim the purchase of technology helps to relieve stress.

Low sample

Gender Overall Male

Base

Age Under 14 23 22% 15-21 101 51% 22-35 298 49% 36- 45 222 49% 46-55 139 42% 56-65 88 49% 65+ 37 41%

Female 396 48%

908 47%

512 46%

It helps me stay connected with friends & family Keeps family entertained/gives them something to do It helps to relieve stress It helps me to be creative Others

18%

20%

15%

26%

17%
1

17%

19%

20%

13%

8%

16% 15% 18%

17% 17% 17%

15% 11% 21%

9% 17% 30%

27% 18% 17%

17% 16% 15%

13% 13% 20%

16% 9% 18%

13% 16% 19%

19% 22% 30% 14

P6: Why buy this device? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

Majority (45%) use computer or tablet more during holiday than any other time of year. Same trend is observed across markets.
1. In Mexico, 22% use Smartphone and another 20% use Television more during holidays than any other time of the year.

Low sample

Overall
Base

Argentina 183 48%

Chile 58 55%

Colombia 172 49%

Ecuador 22 64%

Mexico 392 40%

Panama 7 43%

Peru 28 43%

Venezuela 46 39%

908 45%

Computer or tablet

Television
Smartphone Gaming Console Others

17%
17% 6% 15%

12%
10% 4% 26%

19%
14% 5% 7%

16%
10% 9% 15%

14%
23% 0% 0%

20%
22% 7% 11%

14%
29% 0% 14%

11%
21% 11% 14%

20%
26% 2% 13%

P7: Is there a technological device that uses more during the holidays than at any other time of year? (Select only one) Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

15

Similarly, across age and gender groups computer or tablet is used more during holidays.
1. About 1/3rd of young audience (between 15-21 yrs.) use smartphone during holidays.

Low sample

Gender Overall Male

Base

Age Under 14 23 22% 39% 13% 9% 17% 15-21 101 34% 16% 1 30% 8% 13% 22-35 298 42% 16% 22% 8% 12% 36- 45 222 42% 20% 17% 6% 14% 46-55 139 59% 10% 6% 5% 19% 56-65 88 52% 20% 11% 1% 15% 65+ 37 54% 16% 0% 3% 27%

Female 396 46% 19% 13% 5% 17%

908 45% 17% 17% 6% 15%

512 44% 16% 20% 7% 13%

Computer or tablet Television Smartphone Gaming Console Others

P7: Is there a technological device that uses more during the holidays than at any other time of year? (Select only one) Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

16

About half claim the device they use the most helps them stay in touch with friends & family not in close proximity, followed by helps manage time & workload.
1. Across markets the reason for technology usage shows same trend. 2. Over 1/3rd in Colombia claim technology usage provides entertainment via games, watching movies, TV etc.

Low sample

Overall Argentina
Base

Chile 56 55% 29%

Colombia Ecuador 169 44% 38% 1 22 73% 45%

Mexico 372 46% 37%

Panama 7 29% 43%

Peru 27 78% 41%

Venezuela 46 63% 37%

875 49% 38%

176 48% 40%

Helps me stay in touch with friends and family not in close proximity Helps me manage my time and workload Provides entertainment via games, watching movies, TV, etc. Helps me organize & share my photos and videos It helps me plan the party Helps us live healthier lives by giving healthier lifestyle option & exercise

29%
17% 9% 8%

28%
16% 10% 7%

29%
14% 13% 9%

34%
15% 7% 9%

36%
14% 18% 14%

29%
18% 8% 7%

14%
14% 0% 0%

22%
22% 7% 15%

24%
22% 7% 4%

P8: Of the device you checked that you utilize most, how does it help you? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

17

Across age and gender groups the top reason for technology usage remains same.
1. 40% of young audience (between 15-21 yrs.) claim technology usage provides entertainment via games, watching movies, TV etc.

Low sample

Gender Overall Male

Base

Age 22-35 278 51% 36- 45 216 50% 46-55 136 43% 56-65 87 48% 65+ 36 47%

Female Under 14 15-21 381 54% 23 30% 99 53%

875 49%

494 45%

Helps me stay in touch with friends and family not in close proximity Helps me manage my time and workload Provides entertainment via games, watching movies, TV, etc. Helps me organize & share my photos and videos It helps me plan the party Helps us live healthier lives by giving healthier lifestyle option & exercise

38%
29% 17%

41%
30% 17%

33%
29% 17%

9%
61% 13%

34%
1 40% 21%

39%
31% 20%

41%
27% 16%

39%
23% 13%

34%
23% 11%

36%
19% 22%

9%
8%

7%
7%

11%
8%

9%
9%

9%
9%

12%
6%

6%
6%

11%
11%

2%
5%

8%
22%

P8: Of the device you checked that you utilize most, how does it help you? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

18

Overall, 77% feel that technology has brought their family closer.

Technology has brought family closer

96% 89% 77% 68% 77% 81% 74% 64% 71%

Overall Base 875

Argentina 176

Chile 56

Colombia 169

Ecuador 22

Mexico 372

Panama 7

Peru 27

Venezuela 46
Low sample

P9: Do you think technology has brought your family closer together? (e.g. email, web chat, IM, texting)? Sample less than 50 is insignificant for analysis and reporting Green encircle denotes key finding

Orange encircle denotes next important finding

19

84% of audience between 46-55 years feel technology has brought their family closer together.

Technology has brought family closer

84%

86%

77%

78%

78% 77% 74% 74% 77%

78%

Overall Base 875

Male 494

Female 381

Under 14 23

15-21 99

22-35 278

36- 45 216

46-55 136

56-65 87

65+ 36
Low sample

P9: Do you think technology has brought your family closer together? (e.g. email, web chat, IM, texting)? Sample less than 50 is insignificant for analysis and reporting Green encircle denotes key finding

Orange encircle denotes next important finding

20

2/5th claim technology helps capture & relive important moments through photos and videos. Across markets the top reason remains same.
1. Over 1/4th in Argentina and Colombia feels technology offers options to have fun together.

Low sample

Overall Argentina
Base

Chile 53 49%

Colombia Ecuador 157 36% 20 45%

Mexico 331 40%

Panama 7 57%

Peru 27 63%

Venezuela 44 41%

803 40%

164 35%

It helps capture and relive important moments through photos and videos It offers options to have fun together It keeps us organized and manages our workloads We can play with family It helps us to bring together a healthier life through exercise and learn about options for a healthy lifestyle

21%

27%

17%

27%

15%

18%

14%

4%

18%

21% 10% 8%

21% 7% 9%

15% 9% 9%

21% 10% 7%

15% 10% 15%

22% 13% 7%

14% 0% 14%

19% 4% 11%

18% 16% 7%

P10: How has technology brought your family close together? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

21

Across age and gender groups the top reason for technology usage that has helped in bringing family close together remains same.
1. Over 1/4th between 15-21 years and 46-55 years, claim technology keeps them organized and manages their workload. This has helped in bringing their families together.

Low sample

Gender Overall Male

Base

Age 22-35 255 43% 25% 1 15% 14% 4% 36- 45 201 38% 19% 22% 10% 10% 46-55 125 42% 18% 1 27% 4% 9% 21% 3% 14% 18% 12% 24% 56-65 77 40% 22% 65+ 34 41% 6%

Female Under 14 15-21 342 42% 20% 22% 11% 5% 21 10% 29% 24% 33% 5% 90 39% 20% 28% 11% 2%

803 40% 21% 21% 10% 8%

461 39% 21% 20% 10% 10%

It helps capture and relive important moments through photos and videos It offers options to have fun together It keeps us organized and manages our workloads We can play with family It helps us to bring together a healthier life through exercise and learn about options for a healthy lifestyle

P10: How has technology brought your family close together? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

22

Using computer or tablet to surf the Internet, write, watch TV and movies, music, etc is the most enjoyable activity (about 70%) among families, overall and across markets.
1. Listening to music on MP3 player is the next enjoyable activity among more than 1/5 th families in Argentina and Chile.

Low sample

Overall Argentina
Base

Chile 53 58% 1 21% 15%

Colombia Ecuador 157 72% 15% 15% 20 95% 10% 10%

Mexico 331 71% 15% 17%

Panama 7 71% 14% 0%

Peru 27 70% 26% 4%

Venezuela 44 75% 16% 9%

803 70% 18% 14%

164 67% 24% 13%

Use a computer or tablet to surf the Internet, write, watch TV and movies, music, etc. Listening to music on an MP3 player Play a game on Xbox, Wii, PlayStation Use your smartphone to download applications, browse, send text messages

10%

6%

13%

8%

15%

9%

14%

26%

14%

Others

5%

11%

4%

4%

0%

3%

14%

7%

2%

P11: Which of the following technology-related activities more enjoyable with your family? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

23

Across age and gender groups the top most enjoyable activity with family remains same as markets.
1. Over 1/4th young audience (between 15-21 yrs.) also rate listening to music on an MP3 player as enjoyable activity with family.

Low sample

Gender Overall Male

Base

Age 22-35 255 67% 1 18% 18% 13% 2% 36- 45 201 71% 15% 15% 9% 5% 46-55 125 74% 20% 10% 3% 8% 56-65 77 79% 9% 1% 8% 8% 65+ 34 82% 21% 3% 6% 9%

Female Under 14 15-21 342 72% 19% 10% 8% 6% 21 57% 14% 29% 10% 10% 90 64% 26% 20% 12% 4%

803 70% 18% 14% 10% 5%

461 69% 17% 18% 11% 4%

Use a computer or tablet to surf the Internet, write, watch TV and movies, music, etc. Listening to music on an MP3 player Play a game on Xbox, Wii, PlayStation Use your smartphone to download applications, browse, send text messages Others

P11: Which of the following technology-related activities more enjoyable with your family? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

24

Overall, 1/5th used Email more during the past year. Only 20% used telephone.
1. 27% families in Chile used IM Chat more and 28% in Argentina used Texting more for communication during the past year.

Low sample

IM Chat

Overall Argentina Chile Colombia Ecuador Mexico Panama Peru Venezuela

40% 30% 38% 48% 45% 40% 29% 37% 53%

20% 22% 17% 23% 20% 21% 14% 7% 9% 1

17% 19% 27% 13% 15% 17% 29% 19% 7% 1

15% 28% 8% 5% 10% 13% 29% 19% 23%

8% 2% 10% 11% 10% 9% 0% 19% 7%

Base: Overall = 793; Argentina= 162; Chile= 52; Columbia= 155; Ecuador= 20; Mexico= 327; Panama= 7; Peru= 27; Venezuela= 43 P12: Which of the following forms of communication, which has been used more during the past year? Sample less than 50 is insignificant for analysis and reporting Green encircle denotes key finding Orange encircle denotes next important finding

25

Email usage in the past year is high across age and gender groups. However, Male users and above 36 years age contribute more email usage.
1. 28% of younger audience used instant messaging for communication during the past year.

Low sample

Gender Overall Male

Base

Age Under 14 21 24% 19% 29% 14% 14% 15-21 88 31% 23% 1 28% 11% 7% 22-35 251 34% 17% 21% 18% 10% 36- 45 198 45% 20% 12% 17% 7% 46-55 125 49% 22% 8% 15% 6% 56-65 77 45% 22% 19% 6% 6% 65+ 33 45% 24% 6% 9% 15%

Female 337 34% 21% 18% 19% 8%

793 40% 20% 17% 15% 8%

456 45% 19% 16% 12% 8%

Email Phone calls Instant messaging Text Messaging Web Chat

P12: Which of the following forms of communication, which has been used more during the past year? Sample less than 50 is insignificant for analysis and reporting Green encircle denotes key finding

Orange encircle denotes next important finding

26

Overall, 68% feel their children are teaching them how to be technologically savvy to stay connected as a family, with more representation from Mexico.

% thinking their children are teaching them how to be technologically savvy to stay connected as family
86% 75% 68% 57% 65% 79%

65%

60%

62%

Overall Base 792

Argentina 162

Chile 52

Colombia 155

Ecuador 20

Mexico 327

Panama 7

Peru 26

Venezuela 43

Low sample P14:Do you think your children are teaching you how to be technologically savvy to stay connected as a family? Sample less than 50 is insignificant for analysis and reporting Green encircle denotes key finding Orange encircle denotes next important finding

27

Approximately 75% between 36-65 years feel their children are teaching them how to be technologically savvy to stay connected as a family.

% thinking their children are teaching them how to be technologically savvy to stay connected as family
78% 76%

68%

71% 66% 62% 55% 48%

75%

74%

Overall Base 792

Male 455

Female 337

Under 14 21

15-21 88

22-35 250

36- 45 198

46-55 125

56-65 77

65+ 33

Low sample P14:Do you think your children are teaching you how to be technologically savvy to stay connected as a family? Sample less than 50 is insignificant for analysis and reporting Green encircle denotes key finding Orange encircle denotes next important finding

28

Overall, 50% claim to have 2-3 televisions at their home. 42% have 2-3 computer or tablet.
1. Over half in Argentina and Colombia have 2-3 televisions at home. Computer or tablet usage is high in Colombia and Mexico (2-3).
Overall Base Computer or Tablet 1 2-3 4-5 6-7 More than 7 Smart Phones 1 2-3 4-5 6-7 More than 7 Gaming Console 1 2-3 4-5 6-7 More than 7 Television 1 2-3 4-5 6-7 More than 7 695 Argentina 128 Chile 47 43% 51% 4% 0% 2% 72% 13% 11% 2% 2% 89% 9% 0% 0% 2% Colombia 144 49% 44% 3% 2% 1% 81% 12% 6% 0% 1% 85% 12% 1% 1% 1% 23% 52% 19% 4% 2% Ecuador 18 33% 61% 0% 6% 0% 78% 11% 11% 0% 0% 89% 6% 0% 6% 0% Mexico 285 46% 42% 10% 1% 1% 67% 20% 10% 1% 2% 83% 13% 3% 1% 0% 23% 46% 25% 3% 4% Panama 6 100% 0% 0% 0% 0% 33% 33% 33% 0% 0% 100% 0% 0% 0% 0% 17% 83% 0% 0% 0% Peru 25 40% 56% 4% 0% 0% 64% 32% 4% 0% 0% 91% 9% 0% 0% 0% 32% 52% 12% 4% 0% Venezuela 42 55% 26% 12% 0% 7% 76% 14% 2% 7% 0% 81% 12% 7% 0% 0% 17% 55% 24% 0% 5%

48% 42% 6% 1% 2%
73% 17% 7% 1% 2% 85% 11% 2% 1% 1% 24% 50% 20% 3% 3%

55% 39% 3% 1% 2%
80% 15% 2% 0% 3% 88% 7% 1% 2% 2% 33% 52% 13% 2% 2%

13% 55% 21% 9% 2%

17% 44% 33% 0% 6%

P15: Do you have more than one of the following devices in your home? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Low sample Orange encircle denotes next important finding 29

Male users using 2-3 computer or tablet are high (45%) compared to female (39%). However, Females using 2-3 televisions are higher (54%) compared to male (47%).

Overall Male Base 695 48% 42% 6% 1% 2% 73% 17% 7% 1% 2% 85% 11% 2% 1% 1% 24% 50% 20% 3% 3% 408 46% 45% 6% 2% 1% 73% 17% 8% 2% 1% 85% 11% 2% 0% 1% 24% 47% 23% 3% 3%

Gender Female 287 51% 39% 7% 1% 3% 73% 17% 7% 0% 2% 85% 10% 2% 2% 1% 23% 54% 17% 3% 3% Under 14 19 32% 42% 16% 5% 5% 47% 37% 16% 0% 0% 68% 16% 5% 11% 0% 0% 42% 16% 21% 21% 15-21 80 54% 34% 6% 3% 4% 66% 18% 10% 0% 6% 81% 10% 5% 1% 3% 19% 46% 29% 3% 4% 22-35 226 46% 44% 7% 2% 1% 67% 22% 9% 2% 0% 87% 11% 1% 0% 0% 23% 53% 19% 4% 1%

Age 36- 45 181 51% 40% 6% 1% 2% 75% 14% 8% 1% 2% 84% 10% 2% 2% 1% 26% 55% 14% 2% 4% 46-55 103 52% 41% 6% 0% 1% 84% 11% 3% 1% 1% 85% 13% 2% 0% 0% 31% 36% 29% 2% 2% 56-65 66 41% 52% 8% 0% 0% 79% 15% 3% 2% 2% 88% 11% 0% 0% 2% 24% 48% 24% 3% 0% 65+ 20 45% 50% 5% 0% 0% 85% 5% 5% 0% 5% 95% 0% 0% 0% 5% 25% 65% 10% 0% 0%

Computer or Tablet 1 2-3 4-5 6-7 More than 7 Smart Phones 1 2-3 4-5 6-7 More than 7 Gaming Console 1 2-3 4-5 6-7 More than 7 Television 1 2-3 4-5 6-7 More than 7

P15: Do you have more than one of the following devices in your home? Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Low sample Orange encircle denotes next important finding 30

Females representation is high in Argentina and Ecuador.

1. Males sample are high overall, in Colombia, Mexico and Venezuela.

46%
Female

53%

49%

43% 57%

42% 62%

36% 46%

1 58% 43% 38%

54%
Male

47%

51%

57%

64% 54%

Overall Base
1664

Argentina
374

Chile
109

Colombia
343

Ecuador
60

Mexico
634

Panama
13

Peru
47

Venezuela
84
Low sample

Ps1: Gender Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

31

Majority of the respondents belongs to 22-35 years age group.

1. Venezuela have 31% respondents from 36-45 years are group.

Low sample

Overall
Base

Argentina 374 4% 10% 26% 20% 17% 14% 10%

Chile 109 6% 17% 22% 21% 16% 10% 8%

Colombia 343 3% 20% 30% 20% 16% 8% 4%

Ecuador 60 5% 22% 35% 15% 12% 8% 3%

Mexico 633 3% 13% 36% 22% 16% 7% 3%

Panama 13 0% 8% 15% 38% 31% 8% 0%

Peru 47 2% 6% 36% 26% 15% 9% 6%

Venezuela 84 1% 8% 27% 1 31% 23% 7% 2%

1663 3% 14% 31% 21% 16% 9% 5%

Under 14 15 - 21 22 - 35 36 - 45 46 - 55 56 - 65 65+

Ps2: Age Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

32

Majority of the markets claim to have 1 or 2 children.

Low sample

Overall
Base

Argentina 374 33%

Chile 109 28%

Colombia 343 31%

Ecuador 60 23%

Mexico 634 35%

Panama 13 38%

Peru 47 28%

Venezuela 84 37%

1664 33%

1 or 2

3 to 5
6 to 8 More than 9 None

17%
1% 2% 48%

16%
1% 1% 48%

22%
0% 4% 47%

13%
1% 1% 55%

7%
2% 3% 65%

20%
0% 2% 43%

38%
0% 0% 23%

23%
0% 4% 45%

17%
0% 2% 44%

Ps3: Number of children Sample less than 50 is insignificant for analysis and reporting

Green encircle denotes key finding

Orange encircle denotes next important finding

33