Microsoft Millennials in Automotive Survey 2009Survey of Adult Millennials 18-27 years old

www.krcresearch.comwww.krcresearch.com1Survey MethodologyDATA COLLECTION DATES:January 5 12, 2009 METHOD:Online surveySAMPLE SIZE:400 adult Millennials 18-27 years oldMARGIN OF ERROR:+/- 4.9% at the 95% confidence level www.krcresearch.com2Detailed Findingswww.krcresearch.comwww.krcresearch.com3

Vehicle ownershipPlease indicate whether you currently own, lease or drive regularly or daily a car, truck, or SUV?www.krcresearch.com4

Importance of adopting customer service toolsPlease indicate how important you think it is for automotive companies to adopt the following technologies to better serve you as a customer or potential customer very important, somewhat important, not too important, or not important at all? % saying importantwww.krcresearch.com5

Preference when communicating with company or dealership When you have to interact with your automotive company or dealerships, which way would you prefer the most when you have to communicate with them? www.krcresearch.com6

Activities when comparison shoppingPlease indicate if you would do any of the following activities when comparison shopping for an automobile or dealership in the future? % saying yeswww.krcresearch.com7

Current work environment Which of the following choices comes closest to describing your current work environment? www.krcresearch.com8

Total breakdown:Very important -45%Somewhat important - 41%Not too important 10%Not important at all 4% Importance of newer, innovative technologyPlease indicate how important the ability to work with newer and innovative technology or services is or will be to you when you are deciding to consider job opportunities in the future?www.krcresearch.com9

EMPLOYED Expectations of technologies and servicesRegardless of where you currently work, please indicate if you would expect to use any of the following technologies or services within your current workplace? % saying yeswww.krcresearch.com10

NOT EMPLOYED Expectations of technologies and servicesPlease indicate if you will expect to use any of the following technologies or services within your workplace once you are employed? % saying yeswww.krcresearch.com11

Perception of Automotive IndustryPlease indicate how well you believe the following statements describe the automotive industry very well, somewhat well, not too well, or not well at all? % saying wellwww.krcresearch.com12AppendixPast research findings & profilewww.krcresearch.comwww.krcresearch.com13

Technology they use dailyPlease tell me if you use any of the following technologies or services on a daily or frequent basis? % saying yeswww.krcresearch.com14

Membership to social networking sites Please tell me how many social networking sites such as Facebook, MySpace, etc. you belong to at this time?www.krcresearch.com15

How often and how long on these sites?From the following list of choices, how often would you say you access your primary or preferred social networking site?

From the following list of choices, how much time would you estimate you spend on these social networking sites each time you visit? (Among those who visit) www.krcresearch.com16Age18 - 203421 - 23l3324+34Respondent Profile (Automotive SurveyEducationSome high school11High school graduate24Some collegeGraduated from college or more4420RegionEast/Northeast18Midwest22South35West25RaceWhite66Latino/Hispanic18Asian-American7Black/African-American10Other/Prefer not to say5Employment statusEmployed50Not employed50www.krcresearch.com17Chart10.6Yes, personally own or lease0.17Yes, drive regularly or daily but it's not my vehicle0.23No, none of these

Yes, personally own or lease 60%Yes, drive regularly or daily but its not my vehicle 17%No, none of these 23%Never 28%

Sheet1Yes, personally own or leaseYes, drive regularly or daily but it's not my vehicleNo, none of these60%17%23%

Chart10.910.870.860.740.560.520.520.44

Yes

Sheet1Web sites that give you a full view of your purchase options, service history, etc.Ability to customize your car options - color, add-ons, etc. - on the web prior to purchaseWeb-based support for auto financing, service requests and moreAutomotive company blogs to post concerns, questions, etc.Instant messaging with automotive companies or dealerships to learn more about purchase options, pricing, financing and moreSelf-service kiosks or mobile devices at the dealership to automate the shopping process vs. talking to a personMobile alerts (via SMS, etc.) regarding new car releases, price drops, new car options, service requests, etc.Social networking with automative enthusiasts through automotive websites, Facebook or MySpace groupsYes91%87%86%74%56%52%52%44%

Chart10.540.170.140.080.030.030.01

Yes

Sheet1At their dealership, office or in-personPhone or call centerE-mailThe Web or their websiteRegular mailInstant messagingOtherYes54%17%14%8%3%3%1%

Chart10.910.890.870.780.720.650.610.45

Yes

Sheet1Visit dealerships in personView products, services and rates on company or dealership websitesAsk friends and family directlyCall multiple dealerships for pricing and informationCall dealerships directlySeek advice from third-party consumer websitesAsk friends or work colleagues via social networking sitesSeek advice from third-party consumer blogsYes91%89%87%78%72%65%61%45%

Chart10.310.20.20.070.060.040.13

Yes

Sheet1StudentNot employedProfessional workplace, office or office space environmentRetail storeRestaurantManufacturing facility or plantOtherYes31%20%20%7%6%4%13%

Chart10.87Important0.14Not important

Important 87%Might or might not 24%Don't know 2%

Sheet1ImportantNot important87%14%

Chart10.640.620.610.580.510.490.420.330.320.320.310.310.280.27

Yes

Sheet1Office productivity applications such as Word, Excel, PowerPoint, etc.Company-provided desktop PCWeb-based search such as Google, Yahoo, MSN, etc.Company email accountsWeb-based e-mail such as Gmail, Yahoo mail, Hotmail, etc.Company intranet or web portalCompany-provided conference call linePersonal instant messenger such as Yahoo, MSN, AOL, etc.Mobile or smart phone paid or supported by the companyInternal company instant messengerCompany-provided notebook or tablet PCWikipedia or other WikisFacebook, MySpace, or other social networking websitesCompany-provided virtual meetingsYes64%62%61%58%51%49%42%33%32%32%31%31%28%27%

Chart10.660.650.630.550.540.460.410.410.370.360.330.310.290.24

Yes

Sheet1Web-based search such as Google, Yahoo, MSN, etc.Office productivity applications such as Word, Excel, PowerPoint, etc.Web-based e-mail such as Gmail, Yahoo mail, Hotmail, etc.Company email accountsCompany-provided desktop PCCompany intranet or web portalPersonal instant messenger such as Yahoo, MSN, AOL, etc.Facebook, MySpace, or other social networking websitesWikipedia or other WikisCompany-provided conference call lineCompany-provided notebook or tablet PCMobile or smart phone paid or supported by the companyInternal company instant messengerCompany-provided virtual meetingsYes66%65%63%55%54%46%41%41%37%36%33%31%29%24%

Chart10.560.550.530.520.33

Sheet1The automotive industry is old in generalThe automotive industry has older workersThe automotive industry has a poor public imageThe automotive industry does not offer career stabilityThe automotive industry is not innovative in generalYes56%55%53%52%33%

Chart10.940.920.770.710.590.350.280.260.240.14

Yes

Sheet1Web-based search such as Google, Yahoo, MSN, etc.Web-based e-mail such as Gmail, Yahoo mail, Hotmail, etc.Facebook, MySpace, or other social networking websitesInstant messanger such as Yahoo, MSN, AOL, etc.Wikipedia or other WikisGaming communities such as Xbox Live, etc.Personal blogPersonal websiteSkype or other Internet phone serviceVirtual worlds such as Second Life, etc.Yes94%92%77%71%59%35%28%26%24%14%

Chart10.15None0.3310.3120.21More than 2

None 15%One 33%Two 31%More than 2 21%

Sheet1None12More than 215%33%31%21%

Chart10.64Daily0.1Never0.21Less than daily

Daily 64%Never 10%Less than daily 24%More than 2 21%

Sheet1DailyNeverLess than daily64%10%21%

Chart10.095 minutes or less0.196-10 minutes0.2211-20 minutes0.1521-30 minutes0.33More than 30 minutes

5 minutes or less 9%6-10 minutes 19%11-20 minutes 22%21-30 minutes 15%

Sheet15 minutes or less6-10 minutes11-20 minutes21-30 minutesMore than 30 minutes9%19%22%15%33%