As a company that delivers fully integrated and customizable media solutions enabling operators to provide personalized, rich media experiences to their subscribers, Motorola’s Home & Networks Mobility business has commissioned research that seeks to understand how different generations engage with family, friends, and colleagues through technology products and services. On behalf of Motorola’s Home & Networks Mobility business the Media Engagement Barometer explores the importance of each generation’s mobile and home networking experiences—functionally and emotionally. This research has been designed to reveal consumers’ everyday behaviours and social experiences while at work, at home, and on the go to gain insights into emerging social trends and future desires for engaging with others and accessing content through mobile and home networking devices and services.

2. Media Engagement Barometer Objectives
The Motorola Media Engagement Barometer, a thought
leadership study, was designed to allow Motorola to:
Expand on the company’s 2008/9 Millennial Generation study and
explore the importance mobile and home networking experiences have
- functionally and emotionally – across all generations
Challenge traditional thinking and change the discussion around
consumer tech models in response to new market trends
Understand how different generations engage with family, friends, and
colleagues through technology products and services
A 15-minute telephone survey was conducted among a census representative sample of 3,500 Europeans
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age 16-64. Interviews were conducted between November 13 and December 11 2009, in France, Germany,
Spain, Sweden and the UK.

3. Demand For Customized Media Experiences Extends
Across All Generations
Mobile access is a way of life for European of all ages – the
generational “digital divide” no longer exists
Europeans derive emotional benefits from being constantly
accessible and connected to family, friends and colleagues
Consumers expect and demand the same content and device
experiences whether they’re at home or on the go
Customizable applications and personalized entertainment
are a must for Europeans of all ages
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3

4. Connectivity is a Necessity
84% of Europeans agree that “I feel like I am constantly
connected with my family, friends and colleagues regardless of
physical locations”
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4

5. Connectivity is a Necessity for All Generations
100%
80% 77%
69% 69%
64%
60%
40%
20%
0% Strongly/somewhat agree
Total Millennials GenXers Baby
Boomers
It is important for me to always be accessible
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6. Consumers Now Have an Emotional Link
to Accessibility
When I’m connected, When I’m not connected,
I feel… I feel…
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7. People Across all Generations Recognize the Role
Technology Plays in Keeping their Lives in Balance
100%
66% 65% 71%
61%
24% 26%
24%
22%
Strongly agree
42% 41% 45% Somewhat agree
39%
Total Millennials GenXers Baby Boomers
Technology has allowed me to achieve balance between my
personal and professional lives
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8. That’s Why There’s a Demand for Content
Anytime, Anywhere
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9. Consumers Have Become Reliant On The Ability To
Access And Share Content Anytime, Anywhere
100%
84%
61%
43%
27%
Strongly agree
Somewhat agree
41% 34%
I feel like I am constantly I expect to be able to
connected with my family, access the same content
friends and colleagues when I’m on the go as I
regardless of physical can when I’m at home
location
UK – 78% agree (net) UK – 69% agree (net)
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10. Europeans, Including Boomers, are Comfortable
Sharing Content Between Multiple Devices
Sharing information or content between devices
Any NET 70%
Between home and work computers 43%
Between computer and mobile phone 28%
Between TV and computer 26%
Between personal and work mobile phones 15%
Between gaming system and computer 12%
Between different TV screens 11%
Between TV and mobile phone 11% 57% of Boomers
Between gaming system and mobile phone 8% currently share content
Other 5% between devices
Don't know 2%
0% 20% 40% 60% 80% 100%
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11. Universal Need for Customization
However, consumers need an effective way to cut through the clutter and learn
about customizable solutions that meet their needs, as many are frustrated and
overwhelmed by current levels of information
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12. Europeans are Consuming a Wealth of Video Content
on a Daily/Weekly Basis
On demand tele vision UK
Downloaded internet video France
Live/streaming internet video Germany
Social Media applications Spain
Live television Sweden
0 50 100 150 200 250 300 350
Weekly NET (Daily/Weekly)
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13. And for Many Europeans the TV is No Longer the
Only Device to Watch Video Content
Devices You’d Like to Use to Access Video Content
Any NET 79%
Computer 48%
HDTV 37%
Standard television (not HD TV) 30%
Mobile phone 29%
DVR, DVD or video playback 27%
UK consumers are just as
Smartphone 23% likely to want to use mobile
MP3 player or personal media player 20% phones (68%) and
computers (68%) to access
Portable DVD player 19%
video content
Gaming system 12%
Other 1%
0% 20% 40% 60% 80% 100%
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14. Customizable TV Applications are Appealing
to Most Europeans
Interested in Customizable Applications for Their Televisions
100%
80%
57% 52%
60% 46% 47% 44%
40% 27%
20%
0%
Europe UK Spain France Sweden Germany
total
Interested NET (Very/Somewhat)
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15. Europeans are frustrated and overwhelmed with
content and technology choices
71%
68% 58%
67% 56%
53%
Millennials Gen Xers Boomers Millennials Gen Xers Boomers
It is frustrating having to sift through so I am often overwhelmed by all of the
much information and options in order options and capabilities available to
to find content that I care about me for use in my home technologies 15

16. Sphere of Influence
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17. Tech Influencers Are Comprised of Europeans
Across All Generations
100%
Tech Influencers by Generation
39%
33%
29%
GenXers Boomers Millennials
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18. Tech Influencers Are All About Seeking AND Sharing
Information With Others
Actively seek out and
Actively seek out and share information about
share information about
the latest technology Tech Influencer the latest technology
applications and
applications and
capabilities
16% capabilities, and advocate
my point of view
Demographic Profile:
• Gender: 66% Male, 34% Female
• Average age: 38
• 42% are parents
• Geography: 24% French, 24% Spanish, 23% German,
17% Swedish, 12% British
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19. Media Mobility Is A Way Of Life For Tech Influencers
83%
I am excited by the ability to access and share
content anytime, anywhere
75%
I expect to be able to access the same content
when I’m on the go as I can when I’m at home
87%
Mobile technology has made my personal, professional
and social lives much more integrated
88%
Share information or content between devices
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20. Summary: Media Mobility is Key for All Generations
Connectivity, mobility and access to personal content
transcends generations in Europe
0
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21. For More Information
Press release: www.motorola.com/mediacenter
Twitter: www.twitter.com/MotoMedia2Go
Blog: www.mediaexperiences2go.com
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