Insights Into the Lives of Digital Natives in the United States

Ad hoc research conducted for Ericssonby Jacklyn Lee

January - March 2008

Background and Objectives

To understand Digital Natives’: – financial mentality and price sensitivity to various

technologies– attitudes towards current technology– preferred method of communications – interaction levels within various media and

communications platforms– dependency level on mobility and the Internet

– To compare technology practices and opinions between smartphone users and mobile phone users

Target Market

The Digital Native: A person who has grown up with digital technology such as computers, the Internet, mobile phones and mp3s.

Primary demographic target:• 18-24 year-old college students

Secondary demographic target:• 21-24 year-old recent college graduates and

working professionals

Source: Wikipedia

Sample 1: Quantitative Research• 88 online survey respondents (39 males; 49 females)• Median age: 21.7 years • National representation of respondents from 14 states and

Washington DC • 67% full-time students

– 89.8% college undergraduates– 10.2% graduate students– 41.4% full-time students not working– 26.4% full-time students working at least part-time

67%3%

6%

23%

1%

Full-time student

Part-time student

Neither

Working full-time

Other

Sample 2: Qualitative Research

Methodology• Newspaper classified advertising on SMU,

Richland College, and UNT campuses (1)• Facebook event (1)• Online listing at dallascraigstlist.org (2)• Fliers posted at UTD, SMU, Richland

College, and CCCC Spring Creek campus (10)

• Word of mouth (16)

•30 focus group participants (17 males; 13 females)•90% are graduate and undergraduate students from UT Dallas (14), SMU (4), Collin County Community College (CCCC) (7), UT Austin, University of Dallas, EMTS and Vanderbilt

•Median age: 22.4 years

Where Do Digital Natives Reside?

• 43% live with one or more roommates in an apartment or house

• 20.5% live with parents/guardians

• 19.3% live in campus housing

• 14.8% live alone in an apartment

Digital Natives Are Financially Dependent…

• 22.2% of working professionals are financially dependent on their parents

• 82.4% of students and those not working are financially dependent

• 60% of students do not work• 75% have 1 debit card• 40.5% have 1 credit card

I do not receive any discretionary income 34.20%Less than $100 per month 7.60%

$100-$200 16.50%$201-400 10.10%

$401-$600 8.90%$601-$800 10.10%$801-$1000 3.80%

$1001-$1500 6.30%$1500+ 2.50%

35%

30%

25%

10%

$25,001-$35,000

$35,001-$45,000

$45,001-$60,000

$60,000+

  Online In-Store

Groceries 5.1% (4) 94.9% (74)

Clothing 28.0% (21) 93.3% (70)

Personal products (cosmetics, skincare products, cologne, perfume, etc.)

11.0% (8) 94.5% (69)

Movie tickets 14.3% (10) 95.7% (67)

Shoes 19.7% (13) 92.4% (61)

Airline tickets/hotels/bus fares 77.0% (47) 32.8% (20)

Alcohol 5.1% (3) 94.9% (56)

School-related textbooks 38.6% (22) 82.5% (47)

Accessories (handbags, wallets, etc.) 14.0% (7) 92.0% (46)

Books (for leisure) 36.0% (18) 84.0% (42)

Computer electronics 50.0% (23) 65.2% (30)

Music (mp3s, CDs) 60.0% (27) 62.2% (28)

Music hardware (mp3 player, headphones, etc.) 43.9% (18) 65.9% (27)

Concert tickets 74.4% (29) 30.8% (12)

Home accessories (furniture, lamps, etc.) 8.1% (3) 97.3% (36)

Magazines 14.7% (5) 88.2% (30)

Computer accessories 51.5% (17) 63.6% (21)

Gift cards 18.8% (6) 87.5% (28)

DVDs/video cassettes 40.0% (12) 83.3% (25)

Flowers 28.6% (8) 82.1% (23)

Computer games 44.0% (11) 68.0% (17)

Newspapers 25.0% (6) 79.2% (19)

Digital camera 26.1% (6) 82.6% (19)

Gambling 36.4% (8) 81.8% (18)

Other computer software 45.5% (10) 63.6% (14)

Television 11.8% (2) 94.1% (16)

Video recorder 16.7% (2) 83.3% (10)

Portable DVD player 10.0% (1) 90.0% (9)

Digital Natives’ Spending HabitsOnline… …In-Store

What is a Fair Monthly Price to Pay for Technology?

$43.11 for unlimited mobile voice communications

Mode: $50

$28.88 for high-speed wireless Internet connectivity

Mode: $20

$20.13 for Web TV (including sports)

Mode: $20

$8.45 for unlimited text messagingMode: $5

$6.60 for mobile instant messagingMode: $5

Digital Natives are not willing to pay for services and/or are unaware of some of the latest technology available

Family Plans Make More Sense

Who’s paying the bill?Parents: 73.2%

Digital Native: 26.8% Brother: 3.7%

Boyfriend: 1.2%

•Most students (61%) are under a family plan•34.1% of students pay for their own phone bills

•Over half (55.8%) of full-time working professionals are under a family plan•65% of full-time working professionals pay for their own phone bills

Digital Natives Dislike 2-Year Contracts

• Cost is the primary factor in purchasing frequency and in choosing the quality of mobile technology

• Many families bound to a 2-year contract

• 87.5% of smartphone users have a 2-year contract as opposed to 71.2% of mobile phone users

Satisfaction of Carriers and Service

1

6

2

7

10

17

16

1

22

Sprint

at&t

Verizon

Alltell

T-Mobile

smartone

Smartphone Users Mobile Phone Users

34.9%

Brand Leaders Among Digital Natives

39.6%

•Blackberry is the most popular brand of smartphone, with 50% penetration followed by Apple with 22.2% and then Samsung with 16.7%

•45.5% of Samsung owners have T-Mobile as their carrier

•80% of Sony Ericsson owners have AT&T as their carrier

(This research was conducted prior to the introduction of the 3G iPhone or the G1)

What Do Digital Natives Look Forin a Mobile Device?

A Trustworthy Brand• “I have a Sony Ericsson W910i. Well, one thing was the brand. I've had good

experiences with previous SE phones. It also had a lot of features that I made the phone very multi-featured. I like the slide form-factor too and the way it looked.” –Ryan, 23

• “I have a Samsung. I liked the look and it had all the features I wanted. I knew that Samsung is a good quality brand from previous experience compared to other phone brands.” – Jae, 22

• “I have a Sony Ericsson I got for $50 from a buddy. It’s the first time I’ve used one, but its okay. I believe I went for this phone because it was cheap and it had a Bluetooth feature. And that's all I needed, which was probably 2 years or more ago.” – Chris, 24

Something Cool and Trendy• “I got a Razr because it was soooo cool 2 years ago when I got it.” – Tom, 22Color and Personalization• “I got my Razr because I wanted a pink phone. My dad also had Verizon and it was

free.” – Ginny, 23Durability• Something that will last at least two years until the contract is up• 81% of respondents do not have insurance on their phone – phones are an

investment and should withstand everyday wear and tear

Rely on Previous Experience

Who’s in the Smartphone Market?

• 40% of full-time working professionals carry a smartphone

• 14.7% of students carry a smartphone• Males more likely than females

(61.1% v. 38.9%) • 21.4% of respondents carry a smartphone

Smartphones: A Love/Hate Relationship

• 56.3% of smartphone users are extremely likely to purchase another in the future v. 15% of mobile phone users

• 23.5% of working professionals are extremely likely to have their next phone be a smartphone: the biggest hindrance is price

Smartphone Dislikes

•26.7% are satisfied with the download speeds on their smartphones•53.3% are neither satisfied nor dissatisfied•20% are dissatisfied…..is this a NETWORK ISSUE?

My Internet is too slow 68.8%

It's too expensive to maintain 31.3%

I wish the screen was bigger 25.0%

It's too fragile 18.8%

The visuals aren't clear 18.8%

There isn't enough memory 18.8%

The sound quality isn't very good 12.5%

It's too heavy 12.5%

There is nothing I don't like about my phone. 12.5%

I don't have an mp3 player integrated into it 6.3%

I wish I could change the color of the plate 0.0%

What Capabilities Do Digital Natives Want?IPTV• “I think the only thing left is IPTV. “ – Jignesh, 24• “If [TV] were to be live, though, the idea that that I could be watching House and during commercial

break, drive to the grocery store, walk around and then finish it up, that would be really nice.” – Adam, 22

• “TV…”• “Television shows and live-feed.”

Higher Resolution Cameras• “A better camera.”• “10m pixel camera with 30x zoom in/out capability, anti-shake capability, and auto focus.”

Radio/Phone Integration• “…an mp3 player that works with car radio.”• “Ability to control radio console in the car, to be able to connect to my network drive or my home

computer.”

Miscellaneous• Full keyboard, Radio, movie downloads, real (not mobile version) internet, bigger screen (or better yet

projection technology),• “Scan to use as a credit card, video conferencing.”• “Skype integration.”• “GPS, Instant Messaging and MP3 Player with video.”• “I would like international calling and prices while overseas to be lower. There's no real reason it can't

be - I have a friend in Germany paying 3.95euro/month for unlimited calls to the US. There's no reason it should be $1/min while in another country to call.”

• “I’d like to scan my phone to a vending machine.” – Rose, 21

Technology Usage Among Mobile Phone Users

• Most (87.9%) do not have an Internet plan for their mobile phone

• 46.1% never utilize the MMS function on their phone

• 38.2% text as much as they call• 42.4% send 1-10 texts per day

What Do Mobile Phone Users Dislike About Their Devices?

There isn't enough memory 27.3%

There is nothing I don't like about my phone. 25.8%

The sound quality isn't very good 22.7%

It's too fragile 18.2%

I don't have an mp3 player integrated into it 18.2%

I wish I could change the color of the plate 15.2%

My Internet is too slow 13.6%

It's too bulky 12.1%

I wish the screen was bigger 10.6%

It's too big 9.1%

The visuals aren't clear 9.1%

Low camera resolution 6.1%

Bad reception 4.6%

The buttons are too small 3.0%

Low battery life 3.0%

It's too small 1.5%

It's too expensive to maintain 1.5%

It's too heavy 1.5%

Multimedia Usage More Prevalent Among Smartphone Users

• Most respondents do not use MMS (46.1%)• Picture quality is better on a smartphone

usage is more prevalent• 20% of smartphone users utilize MMS 3-5 times per

month as opposed to 4.5% of mobile phone users

How often do you utilize the picture messaging function on your phone?

1

4

2

2

1

34

20

6

3

3

Never

Less than once a month

1-2 times a month

3-5 times a month

6-10 times a month

More than 10 times a month

Smartphone Users Mobile Phone Users

Video Recording is a Nice Option

• A majority of phones (60% of smartphone users and 95.5% of mobile phone users) have the video recording option on their phone

• 22.4% utilize it once every few months• 27.6% never utilize it • Most respondents (95.9%) do not post their

video recordings online

“I’ve done it maybe twice to test it out. I don’t use it often but it’s a nice option.” – Lucas, 22

Digital Natives Prefer Texting

• Most claim to talk on their phone less than one hour per day (50% of smartphone users and 62.1% of mobile phone users)

• All smartphone users and 89.4% of mobile phone users text• Most send 1-10 messages per day

Text when low on minutes, informally and to avoid voice communicationVoice calls made when urgent and if texting becomes tedious

Most prevalent functions utilized (in order):Voice calls Text messagingE-mailInstant messaging

Voice Messages are…

…a thing of the past…a waste of time!!!

Video clip

Smartphone Users Embrace Newer Forms of Communication

• 52.9% of digital natives do not believe it is acceptable to text someone on a date– 47.2% of males and 57.1% of females

• 14.9% do believe it is acceptable– 8.3% of males and 18.3% of females– Of those who believe it is acceptable, 75% were

female

• 18.2% of mobile phone users believe it is acceptable to text someone to ask them out on a date

• 42.9% of smartphone users believe it is acceptable

Social Implications of Mobile CommunicationQuestion: Would You Ask Someone Out on a Date Via Text?

Maybe• “Depends on how they come about it. But if its hinted or asked via text, it should be

followed up with a proper phone conversation.”

No• “I’d rather use voice and make the effort to call.”• “As a first date, especially no, because it's like giving a letter to someone in middle school -

it's immature and it shows absolutely no confidence. And for a couple, a text message invitation to a date is not romantic at all!”

• “It’s fine, but not the first date.”• “Texts are too impersonal. Emotions don't come across at all, it would be hard to tell how

sincere a person is through a text.”

Yes• “If there was someone who you had just met the night before whose number you got, and

you were at work, having a text conversation with them, it would not be strange to ask them out on a date during that text conversation.”

• “It's 2008, no big deal. Personally, I'd rather receive a real invitation, but text messaging is a start. It's also less embarrassing if the person you asked rejects your date proposal!”

• “Texting has become more common as calling. It is considered much less impersonal nowadays.”

Answer:

Free Service in Exchange for Ads?

• “Google announced last August that it plans to offer consumers free subscriptions by bundling advertisements with its search engine, e-mail and Web browser software applications. Would you be willing to deal with ads on your mobile phone if it meant that you would receive free service?”

• 45.5% of mobile phone users said yes• 62.5% of smartphone users said yes

Why yes? • Smartphones are expensive to buy and

multimedia service is expensive.• Depends where the ad would be placed

Why not?• Ads are annoying!• Customer satisfaction

Video

How Important is Mobility?• Mobility is important to 57.1% of Digital

Natives• 35.7% believe it to be extremely important• Most respondents (62.3%) are VERY likely to

purchase a laptop for their next computer as opposed to a desktop

• Desktops are preferred when watching movies because of the bigger screen

• Most (64.9%) have not replaced their laptop

The Importance of MobilityLaptops are more prevalent than desktops:• Most respondents own a laptop (81.8%):

– 35.7% Dell– 25% Apple– 21.4% HP

• Half of respondents own a desktop (50.6%):– 42.9% Dell– 28.6% HP– 25%, or 8.8% of respondents custom built their own

desktop– 10.7% Apple and 10.7% Toshiba

• 32.5% of respondents own both

Laptop Dependency

• Most respondents (44.7%) say they are extremely dependent on their laptops

• Most students (37%) carry their laptop to almost every class

• College students have easy access to public computers

Mobility and Integration of Multiple Devices

• If given the choice, most (55.8%) want their mp3 player integrated into their phone

• Not necessarily one device but the ability to work on multiple platforms

• Most (70.6%) smartphone users want their mp3 player integrated, while only 16.9% of mobile phone users want their mp3 player integrated

• Women more likely to prefer separate devices as opposed to men

Video clip

What’s in a Name?• Of the 93.8% of respondents who have an

mp3 player, 86.4% have an iPod• 67.5% of respondents would consider an

Apple for their next computer

• “With a Mac, I have nothing to worry about…in terms of credit card information and passwords, I feel more secure having an Apple than a PC.” - Sam

• “I like PC because internationally its more accepted and I don’t think international font is as compatible on a Mac.” – Tim

• “I have an LG Chocolate and had to buy a separate thing to customize my ringtones. And it doesn’t even run on a Mac. (2)

Addicted to the Internet

• Majority of respondents (41.6%) average 3-4 hours per day on their computer

• 33.8% are on the computer 5-8 hours a day

Extremely dependent

1 45.5%

2 22.1%

3 13.0%

4 2.6%

5 1.3%

6 2.6%

7 5.2%

8 3.9%

9 2.6%

10 1.3%

Not at all dependent

Where Do Digital Natives Get Current Information From?

• By media:• 100% from Internet• 26% from radio• 22.1% from network TV• 20.8% from cable TV • 13% from mobile phone

By website:• 55.8%: cnn.com• 41.6%: yahoo.com• 31.2%: GoogleNews• 22.1%: BBC News• 14.3% Perez Hilton• 10.5%: nytimes.com• 10.4%: RSS feeds

What Do Digital Natives Spend Their Time Doing on the Internet?

On average, the majority of time spent on the Internet is spent:

• Checking e-mail (23.4%) • Checking and updating social networking sites (19.34%)• Chatting on instant messaging programs (12.7%)• Researching information and/or shopping online (12.6%)• Watching videos/shows on the Internet (12.3%)

…..it’s all intertwined

• 32% check their personal e-mail 2-5 times per day

• Over 50% check it 6 or more times per day

Online Social Networking

• Over half of respondents log in and the check social networking sites they are members of 2-5 times a day

• 10.4% 6-10 times a day• 14.3% once a day

• 41.6% of respondents have a MySpace account

• 42.9% are bloggers• 32.5% having a Xanga account

“I probably check facebook about 2 or 3 times a day…if I’m studying, 5 or 6. If I’m on my computer, like every 30 minutes to an hour I’ll check it. But if I’m not at a computer I’ll find one.“

“Mine’s probably about 5 to 10, once I get home chillin’ out, I have my cycles of pages I check, stuff like cnn and facebook…just over and over again in this loop.”

“With me having an iPhone, I’m on it too many times to count.”

• 98.7% of respondents have a facebook account

Video clip

Online Dating

• 96.1% of respondents do not participate in online dating

• Online dating has crossed a vague line – not just match.com and eharmony.com anymore

• Digital Natives more likely to use social networking sites to meet people as opposed to paid online dating sites

• 16.7% of focus group participants reported meeting someone online

• Why? Less obligation; people are willing to reveal more over the Internet than in person

“The online process takes longer.” – Oneta, 19

Video clip

Connectivity and Speed

• 75.3% never pay for Wi-Fi at locations outside of the home

• 32.5% utilize FREE Wi-Fi at least once a week• Many don’t see the financial rationale in paying

for it

• 18.2% are very satisfied with their Internet download speeds

• 61% of respondents are satisfied• 10.4% are dissatisfied

Peak Time for Internet Usage• “Right after work and before dinner.” – Alex, 21 • “1-3 am. You wake up you go to class, hang out, go to

dinner, watch a movie, hang out, when you’re back in your dorm it’s quiet time where you’re not hanging out with anyone. It’s time for yourself.” – Tim, 21

• “My peak leisure time would be between 6-10 pm. That’s my time because I try to shut it off around 11 to get ready for bed. I think now that a lot of my friends, we’re working, that’s when we’ll be on. We try not to stay up from 1-3 am since we have work.” – Lucas, 23

• “All day. I go to work from 8-5…and I’m home from about 5:30-9, so a long time.” – Chander, 24

Video clip

The Television is Antiquated

Big Event? Big Screen Necessary.“The screen (TV) has better quality and the screen is bigger.” – Oneta, 20“Online, it freezes up a lot. It’s irritating…blurry sometimes too.” – Monica, 19“The good thing about it it’s mobile and if you’re going out on a road trip or something and you wanna watch your favorite show you can download it and knock off a few hours.” – Arthur“The TV is more comfortable to sit around.” – Steven

TV is the New Radio“If I do something on the computer, I’ll do a lot of things at once. I’m typing something, I’m watching a movie…there has to be a lot of stuff going on.” – Evan, 20“If I have a paper I have to have something going on.” – Vince, 23“I devote my full attention to TV probably 3 hours a week. It’s almost always just background noise.” – Steven“If I try to type a paper, I have to have something going on. Otherwise I start dozing off.” – Arthur, 2541.6% of respondents watch 2 hours or less of broadcast television per week22.1% do not have cable television Of those who do, 28.6% watch 2 hours or less of cable television

The Television is AntiquatedOnline TV Content Accommodates Active Schedules“I watch maybe 2 hours of TV a week. I'll watch The Office and How I Met Your Mother on the computer because I always miss it on TV. But when I watch TV, I'm just like sitting and eating dinner in front of it or something.” – Patricia, 22

Statistics•39% watch less than 2 hours of television shows on the Internet per week•29.9% do not watch television shows on the Internet•68.8% of respondents never download movies from the Internet•16.9% download movies once every few months•77.9% never order movies from Netflix or other movie content providers

The YouTube Sensation

Free Entertainment Anytime, Anywhere“You can find out everyone else’s business. Everything’s on YouTube. I mean, even

though people don’t want their stuff out, it’s out there. And it’s free.” - Monica, 19“It gives you the freedom to watch whatever you choose as opposed to TV, where you

have to flip through the channels.” – Arthur, 23“I pretty much YouTube every time I get an e-mail.” – Sam, 19

For the Latest Information“If I see something interesting out, like a new car or whatever, I go to YouTube first to see

what it’s all about.” – Daniel, 24“I watch music videos and recorded music by artists.” – Dani, 22“I usually keep YouTube up to listen to music or watch music videos.” – Lucas, 23

Sharing User-Generated Content“Before YouTube there was no way to send my videos other than through email.” - Diane,

20“I don’t really get on YouTube unless someone tells me to watch something. I don’t go on

there and search for stuff.” – Nikki, 20

VOD Not Mainstream Yet

• 24.7% of respondents have video on demand at their current place of residence

• 35% never utilize it• 25% use it 2-5 times per month• Time Warner Cable was the most popular (30%) followed by Verizon FiOS

and Comcast (15%)• “You don’t have to build your schedule around the TV.”• “The selection is terrible. The content is not that good, YouTube is better.”

Technology as a Substitute of Face-To-Face Interaction With Friends

• Most respondents (53.2%) do not think they have substituted physical interaction with friends as a result of technology

• 40.8% think they have• 5.3% don’t know“...in some ways. Certainly its easier to keep up

with a larger number of friends, despite everyone's busy schedule, utilizing technology. In this way, you are not so much "substituting" as you are compensating.”

Digital Natives are Globally Connected

• 85.7% of respondents have traveled outside of the United States– 64.9% have vacationed with family– 42.9% have vacationed with friends– 33.8% have studied abroad

• 80.5% of survey respondents have friends or family abroad

Global Communication via the Internet

• When keeping in touch with friends, e-mail and social networking sites are more common

• When keeping in touch with family, traditional communication methods are more common

Conclusions• Smartphone users are more likely to embrace and utilize

new technology as opposed to mobile phone users. They are also more likely to demand better technology.

• While the overall trend indicates a growth of usage of basic data communication services such as text messaging, more advanced data communications services such as MMS, video recording, and video on demand (VOD) have not penetrated the market as of yet.

• Cost is the main constraint of Digital Natives in switching to higher technology. There is the general belief primarily (among mobile phone users) that additional features are not necessary other than voice calls and texting. However, Digital Natives are more willing to accept new technology if it is given to them (for free).

Conclusions, cont’d.• Digital Natives want connectivity whenever, wherever but are

not willing to pay for services including mobile connectivity and VOD.

• Most Digital Natives are extremely well connected at their local campuses or at the workplace and do not feel the need to have a smaller device with a smaller screen. However, when away from daily routine, these devices have more meaning.

• The Internet: Whenever Digital Natives are bored or need to relax, Internet surfing provides hours of entertainment. At the same time, it is considered a distraction.

• Television content is declining, and online content is increasing at a slow rate because of convenience and easy access to specialized interests. Students and working professionals are busy and often miss television programming.

Suggestions for Future Research

• Responses among college students differ from high school students, young working professionals who have graduated from college within the last 5 years, and current graduating college students; therefore, it is recommended that a separate study be conducted

• The qualitative research conducted is not a national representation; attitudes and behaviors among respondents in other areas of the country may differ

Summary Slide• Background and Objectives• Target Market• Profile and Demographics

– Quantitative Research– Qualitative Research

• Where Do Digital Natives Reside?• Digital Natives Are Financially Dependent• Spending Habits• What’s a Fair Price to Pay?• Family Plans Make More Sense• Digital Natives Dislike 2-Year Contracts• Satisfaction of Service and Carriers• Brand Leaders Among Digital Natives• Phones are an Investment• What Do Digital Natives Look for in a Mobile Devi

ce?• Who’s in the Smartphone Market?• Smartphones: A Love/Hate Relationship• Smartphone Dislikes• Advanced Capabilities are Important• What Capabilities Do Digital Natives Want?• Technology Usage Among Mobile Phone Users• Mobile Phone Dislikes• Multimedia Usage More Prevalent Amongst smar

tphone Users• Video Recording is a Nice Option• Digital Natives Prefer to Text• Video: Voicemails• Smartphone Users More Likely to Embrace

Newer Technology

• Social Implications of Mobile Communication• Free Service in Exchange for Ads?

– Video: Opinions on the Google Phone• The Importance of Mobility (2)• Laptop Dependency• Mobility and Integration of Multiple Devices

• Video: Separate or Together?• An Apple-centric Generation• Addicted to the Internet• Where Do Digital Natives Get Current Information From?• What Do Digital Natives Spend Their Time Doing on the

Internet?• Online Social Networking

• Video: Online Social Networking Dependency• Online Dating

– Video: Opinions on Online Dating• Connectivity and Speed• Peak Time for Internet Usage

– Video: Internet Dependency• The Television is Antiquated (2)• The YouTube Sensation• Video on Demand• Technology as a Substitute of Face-To-Face Interaction

With Friends• Digital Natives are Globally Connected• Global Communication via the Internet• Conclusions (2)• Suggestions for Future Research

Please contact Jacklyn Lee at jacklynjlee@gmail.com for any

questions, feedback or to request focus group video clips.