College Women Close Technology Gender Gap 360 Youth College Explorer(TM) nationwide survey reveals college women adopt technology on par with men ROCHESTER, N.Y., March 4 /PRNewswire/ -- The annual 360 Youth College Explorer(TM) study, powered by Harris Interactive(R), today revealed that despite commonly held beliefs that college women lag behind in technology ownership and use, they actually share more similarities with men than ever before. Results from college men and women surveyed on technology use challenge widely held presumptions that young women are slow to adopt technology. Technology use remains a vital part of college students' daily lives and continues to show significant growth. Ninety-five percent (95%) of college students are online. Sixty-five percent (65%) of online college students use broadband Internet access compared to 37% in the general online population(1), reinforcing that college students are the most connected demographic to date. Ownership of digital cameras and DVD players has increased for both college men and women since 2002. Intent to purchase these products in the next year is equally strong for both sexes. Entertainment is a powerful and influential presence in the lives of college students. College students spend nearly $3 billion a year on entertainment categories such as movies and gaming(2). "College students are an increasingly influential force in today's marketplace," said Derek White, Alloy EVP and General Manager Media & Marketing Companies. "This year's study recognizes college students, both men and women, as leaders of the broadband evolution. They expect instant access to technology and entertainment-both, growing influences in their lives. With continued fragmentation of mindshare and media, it's critical for marketers to understand what college students are doing and what is influencing their purchases." The 360 Youth College Explorer Study, fielded online by Harris Interactive(R) during the Fall 2003 semester, polled 4,608 college students aged 18-30. Topic areas included sources of income, Internet and downloading behavior, dining and entertainment spending as well as vacation/ travel spending behavior. Spending on other categories such as Automotive, Personal Care Products, Over the Counter Medication, and Financial Services was also examined. "The current youth generation is becoming more and more led by females," said John Geraci, vice president of Youth and Education Research, Harris Interactive. "Almost three-fourths (72%) of new undergraduate enrollees are women, and they are increasingly in leadership positions in student activities. The fact that college women have closed the technology gender gap is an encouraging trend for marketers, retailers, and consumers ingeneral, and indicates that college women are an increasingly powerful force." College Women's use of many technologies on par with men College women share more similarities with men in areas of technology and entertainment than ever before. Women are bridging the gap in: Gaming - College women spend almost as much time playing online computer games as men -- College women spend 2.7 hours a week playing computer games online vs. men who spend 2.9 hours a week -- College men and women are almost equally likely to own a portable video game system (27% vs. 22%) Downloading - College men and women are four times as likely to download music (59%) as the general online population (14%)(3) -- 8% of online college men download music daily versus 5% of women Digital Cameras - Digital camera ownership is similar between college men and women (35% vs. 32%) Instant Messaging/Text Messaging - Online college women and men are equally likely to use Instant Messaging daily (43% vs. 42%) -- 60% of students with cell phones send and receive text messages on their phones. Printers - 78% of college students (men and women) own printers Computers and Television - 91% of college students have computers and 84% have televisions (equal between men and women) The More Things Change ... The More They Stay The Same The college population is using technology at record levels. Sixty-five percent (65%) of online college students are connected to broadband. However, the way college women use some technology remains different than men. College women still love to talk -- 82% of college women versus 74% of college men 18-30 own cell phones -- Also a higher percentage of college women own calculators (90% vs. 83%) and answering machines (50% vs. 40%) than do college men College men love to tune out - of college students surveyed: -- Men are more likely than women to own MP3 players (22% vs. 12%). -- Men are more likely than women to watch videos/DVDs daily (12% vs. 6%). -- Men spend an average of 11.5 hours per week playing video and computer games. -- Men are seven times more likely than women to play video games on a non-portable system daily (15% vs. 2%). -- On average, men own 21 games. That's Entertainment Entertainment, watching movies in particular, remains a significant part of college students' lifestyle no matter their gender. DVD Players - Since fall 2002, ownership of DVD players has jumpedfrom 58% to 74% -- Intent to purchase a DVD player in the next year is virtually equal among college men and women (15% vs. 16%) -- In the past six months, nearly six in ten college students have purchased (56%) or rented (59%) a DVD-- with no difference between sexes. Movies - College men and women report similar movie-viewing frequency at a commercial theater in the past six months (90% vs. 93%). -- Friend recommendations (76%) and in-theater movie previews (75%) appear to be the most influential in driving movie choices among college students. -- 12% of college students' movie tickets are bought online. -- On average, a college student spends $70 annually on movie tickets while a person inthe general population, including children, spends only $32.(4) "College women spend almost the same amount of time online gaming, downloading and displaying their tech savvy across several categories. Marketers should recognize the impact of their expanding purchasing power. The study offers vital information on college men and women and the nuances between them, essential differences that must be recognized to successfully connect with today's young people," added White. (1) The HarrisPoll, conducted Oct. and Dec. 2003 by Harris Interactive, released Jan. 14, 2004. (2) Harris Interactive spending projection based on Oct. 2003 360 Youth College Explorer survey results. (3) Pew Internet & American Life Survey, Fielded between March and May of 2003. (4) Calculation based on figure provided in "Hollywood suffers first down in over decade," Reuters, January 5, 2004. Methodology This study was conducted online within the United States in October2003, among a nationwide cross section of 4,608 college students, aged 18-30 years. The entire spectrum of college students was represented from full-time to part-time students, as well as 2-year, 4-year and advanced degree candidates. Figures for age,sex, race, school status, type of degree, and region were weighted where necessary to bring them into line with their actual proportions in the U.S. college population. In theory, with a probability sample of this size, one can say with 95 percent certainty that the results have a statistical precision of plus or minus two percentage points of what they would be if the entire U.S. college population had been polled with complete accuracy. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (non-response), question wording and question order, interviewer bias, weighting by demographic control data and screening. It is impossible to quantify the errors that may result from these factors. This online survey is not a probability sample. About 360 Youth College Explorer(TM) The 360 Youth College Explorer study, powered by Harris Interactive, covers a range of topics of concern to college students, including their income and spending, the role of technology in their lives, financial service utilization, their online behavior, entertainment usage and spending, vacation and travel spending, automotive spending, dining behavior, general food item purchases, snack and beverage purchases, personal care product usage and spending, over-the-counter medication spending and laundry product/ dry cleaning usage. College Explorer is available on a subscription basis. About 360 Youth 360 Youth is the media and marketing arm of Alloy, Inc. (NASDAQ:ALOY). As part of Alloy's Media & Marketing Division, 360 Youth integrates the assets and experience of the largest and strongest college and teen marketingcompanies including CASS Communications, Alloy, Y-Access, Market Place Media (All Campus Media & Armed Forces Communications), YouthStream and others to provide sales and marketing solutions targeting young adults. 360 Youth enables Fortune 500 companies to reach more than 25 million Generation Y consumers each month through a comprehensive mix of media and proprietary school based programs using a wide range of media assets. For more information on 360 Youth, an Alloy Inc. company, please visit http://www.360youth.com/. For more information on Alloy, Inc., please visit http://www.alloyinc.com/. About Harris Interactive(R) Harris Interactive (http://www.harrisinteractive.com/) is a worldwide market research and consulting firm best known for The Harris Poll(R), and for pioneering the Internet method to conduct scientifically accurate market research. Headquartered in Rochester, New York, U.S.A., Harris Interactive combines proprietary methodologies and technology with expertise in predictive, custom and strategic research. The Company conducts international research through wholly owned subsidiaries-London-based HI Europe (http://www.hieurope.com/) and Tokyo -- based Harris Interactive Japan -- as well as through the Harris Interactive GlobalNetwork of local market- and opinion- research firms, and various U.S. offices. EOE M/F/D/V To become a member of the Harris Poll Online(SM) and be invited to participate in future online surveys, visit http://www.harrispollonline.com/. Press Contacts: Nancy Wong Harris Interactive 585-214-7316 Jodi Smith 360 Youth, an Alloy, Inc. Co. 212-329-8359 Christine Monaghan Edelman 212-642-7730 DATASOURCE: Harris Interactive CONTACT: Nancy Wong of Harris Interactive, +1-585-214-7316, ; Jodi Smith of 360 Youth, an Alloy, Inc. Co., +1-212-329-8359, ; Christine Monaghan of Edelman, +1-212-642-7730, Web site: http://www.harrisinteractive.com/ http://www.hieurope.com/ http://www.360youth.com/ http://www.alloyinc.com/

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