In celebration of Geek Pride Day (May 25), Modis asked people around the United States to weigh in on what it really means to be a geek and why they are proud to be one. Well, the geeks have spoken! Eighty-seven percent of American people said they do not sneak their geek! Flip through to see more information about our Geek Pride Day 2013 survey results & find out why America will no longer sneak their geek!

1. May 25th, 2013
Geek Pride Day 2013
Survey

2. SURVEY BACKGROUND
• Modis conducted an Omnibus survey in support of Geek Pride Day (May 25th, 2013)
regarding Americans’ perception of geeks, personal passions and hobbies, and
technology.
• Telephone survey of 1,011 Americans age 18+ years of age.
- Fielded by Opinion Research Corporation (ORC)
- Conducted April 11-14, 2013
• This survey explores the differences that were identified between those who self-
identify as Geeks and those who do not.
• Survey results have a margin of error +/- 3 percent at the 95 percent confidence level
for this sample size.
2
+
++

3. KEY FINDINGS
3
Americans
do
not
“sneak
their
geek”
and
are
proud
of
their
passions,
hobbies,
even
their
toys
and
cartoon
pajamas!
• According
to
Modis’
Geek
Pride
2013
survey
results,
a
majority
(87
percent)
of
the
general
populaEon
say
that
they
do
not
“sneak
their
geek”
(e.g.
hide
personal
or
embarrassing
passions
or
interests)
and
only
13
percent
of
Americans
do.
-­‐ Sixty-­‐five
percent
of
respondents
say
that
if
they
were
trying
to
impress
someone,
they
would
take
pride
in
their
“geek”
toys
(i.e.
stuffed
animals
and
acEon
figures),
90
percent
say
they
would
be
proud
of
their
books
and
comic
books,
and
a
surprising
65
percent
would
be
proud
of
their
superhero
or
cartoon
character
clothing,
including
pajamas.
-­‐ Other
personal
items
that
respondents
say
they
would
be
proud
of
include:
their
music
collecEons
(94
percent),
video
games
(77
percent),
and
the
people
they
follow
on
social
media
(72
percent.)
• Of
those
who
do
sneak
their
geek
(13
percent),
who
do
they
hide
geek
interests
from
the
most?
Their
neighbors
(72
percent)!
They
also
hide
their
interests
from:
-­‐ Co-­‐workers
(70
percent)
-­‐ Friends
(63
percent)
-­‐ Significant
others
(32
percent)
-­‐ Parents
(28
percent)
Geeks
are
ready
for
wearable
tech
• As
major
tech
companies
conEnue
to
roll
out
wearable
gadgetry,
it
seems
a
lot
of
geeks
are
ready
to
hop
on
the
trend.
A
majority
(61
percent)
of
self-­‐described
geeks
say
they
would
purchase
and
wear
a
“smart
watch”
(a
computerized
wristwatch
with
Smartphone
funcEonality)
and
56
percent
say
the
same
about
“smart
glasses”
(glasses
with
Smartphone
and
camera
funcEonality).
-­‐ InteresEngly,
around
one-­‐third
of
non-­‐geeks
are
also
interested
in
purchasing/wearing
a
“smart
watch”
(37
percent)
and
“smart
glasses”
(35
percent).

4. KEY FINDINGS (Continued)
4
American
percep?on
of
geeks
improves
year
over
year;
geeks
are
thought
to
be
extremely
intelligent,
hard
working,
and
even
dateable!
• Public
percepEon
of
geeks
conEnues
to
improve
year
over
year
-­‐
more
than
half
(58
percent)
of
Americans
define
geeks
as
extremely
intelligent
-­‐-­‐
a
13
percentage
point
increase
since
Modis’
Geek
Pride
Survey
in
2011!
• But
geeks
are
more
than
just
smart.
When
asked
which
characterisEcs
they
associate
with
geeks,
a
majority
of
consumers
say
that
geeks
are
hard
working
(76
percent)
and
confident
(58
percent).
-­‐ Are
geeks
more
likely
to
be
gainfully
employed?
Seventy
percent
of
respondents
who
self-­‐idenEfy
as
a
geek
are
employed,
compared
to
only
54
percent
of
non-­‐geeks.
• Less
complimentary
percepEons
also
exist.
Only
34
percent
of
respondents
say
they
associate
geeks
with
being
good
looking,
and
69
percent
of
respondents
(including
geeks
and
non-­‐geeks
alike)
think
of
geeks
as
awkward.
• All
in
all,
though,
being
a
geek
isn’t
prevenEng
love
connecEons.
Sixty-­‐eight
percent
(68
percent)
of
all
respondents
say
they
would
date
a
geek!
This
could
be
because
a
majority
(67
percent)
of
Americans
associates
geeks
with
being
loyal,
an
important
component
to
any
relaEonship.
Geeks
may
not
see
themselves
as
others
see
them
• It’s
quite
possible
geeks
think
they
are
funnier
than
they
actually
are.
Seventy-­‐four
percent
of
self-­‐described
geeks
say
they
think
geeks
are
funny,
compared
to
only
53
percent
of
non-­‐geeks.
• AddiEonally,
a
majority
(62
percent)
of
self-­‐described
geeks
define
a
‘geek’
as
someone
who
is
influenEal,
an
associaEon
not
necessarily
shared
by
non-­‐geeks
(30
percent.)

5. KEY FINDINGS (Continued)
5
Geeks
con?nue
to
rank
technology
as
“can’t
live
without”
parts
of
their
daily
rou?ne.
• When
asked
which
items
Americans
would
have
a
very
difficult
Eme
living
without
for
one
day,
geeks
are
clear
that
technology
is
a
priority
–
much
more
so
than
their
non-­‐geek
counterparts.
Geeks
are
nearly
twice
as
likely
than
non-­‐geeks
to
say
they
can’t
live
without:
-­‐ Internet
(61
percent
vs.
36
percent,
respecEvely)
-­‐ Computer
(54
percent
vs.
35
percent,
respecEvely)
-­‐ Smartphone
(46
percent
vs.
33
percent,
respecEvely)

6. MAIN FINDINGS
WAVE THE GEEK BANNER!
Americans are proud of their passions, hobbies, even
their toys and cartoon pajamas!

7. MOST AMERICANS DO NOT “SNEAK THEIR GEEK”
7
K3)
Do
you
sneak
your
geek,
meaning
you
hide
your
personal
passions
and
interests
that
you
feel
are
embarrassing?
(n=1,011)
K6)
If
you
were
trying
to
impress
someone,
would
you
HIDE
or
would
you
TAKE
PRIDE
in
the
following?
(n=1,011)
Yes:
13%
Do
you
sneak
your
geek,
meaning
you
hide
your
personal
passions
and
interests
that
you
feel
are
embarrassing?
If
you
were
trying
to
impress
someone,
would
you
HIDE
or
would
you
TAKE
PRIDE
in…?
Percent
who
would:
TAKE
PRIDE
IN
65%
Your
superhero
or
cartoon
character
clothing,
including
pajamas
90%
Books
or
comics
you
read
77%
Video
games
you
play
94%
Your
music
collec?on
or
playlist
72%
The
people
you
follow
on
social
media,
such
as
Twi]er
or
Facebook
No:
87%
65%
Your
toys,
such
as
stuffed
animals
and
ac?on
figures

8. “SNEAKY” GEEKS HIDE FROM FRIENDS, COWORKERS, FAMILY
8
K3)
Do
you
sneak
your
geek,
meaning
you
hide
your
personal
passions
and
interests
that
you
feel
are
embarrassing?
(n=1,011)
K4)
Who
do
you
hide
your
personal
passions
and
interests
from?
Would
you
say
your…
(Check
All
That
Apply)
(n=124)
Who
do
you
hide
your
personal
passions
and
interests
from?
Would
you
say
your…?
Yes:
13%
Do
you
sneak
your
geek,
meaning
you
hide
your
personal
passions
and
interests
that
you
feel
are
embarrassing?
Of those who do “sneak their geek”, most hide their geek interests from their neighbors
(72 percent).
One-­‐third
(32
percent)
hide
their
personal
passions
from
their
significant
other.

9. MAIN FINDINGS
GEEKS
ARE
READY
FOR
WEARABLE
TECH
Majority of geeks would buy smart watch, smart glasses

10. GEEKS ARE READY TO HOP ON THE WEARABLE
TECHNOLOGY TREND
10 K7)
Would
you
consider
purchasing
or
wearing
either
of
the
following?
(Check
All
That
Apply)
(n=1,011)
Would
you
consider
purchasing
or
wearing
either
of
the
following?
Percent
responding
‘Yes’
(A computerized
wristwatch with
Smartphone
functionality)
A majority (61 percent) of self-described geeks say they would consider purchasing or
wearing a “smart watch” and 56 percent would consider purchasing/wearing “smart glasses”.
InteresEngly,
37
percent
of
non-­‐geeks
would
consider
purchasing
or
wearing
a
“smart
watch”
and
35
percent
would
consider
purchasing
or
wearing
“smart
glasses.”
(Glasses with
Smartphone and
camera functionality)
Smart
Watch
Smart
Glasses

11. MAIN FINDINGS
GEEKS
CONTINUE
TO
BE
WELL
PERCEIVED
Geeks are thought to be extremely intelligent, hard
working, and even dateable!

12. 12
K2)
You
personally
define
a
‘geek’
as
someone
who…(CHECK
ALL
THAT
APPLY)
(n=1,011)
I
personally
define
a
‘geek’
as
someone
who…
A
13
percentage
point
increase
since
Modis’
Geek
Pride
Survey
in
2011!
Public perception of geeks continues to improve year over year - more than half (58 percent)
of Americans define geeks as extremely intelligent.
GEEKS ARE KNOWN FOR SMARTS, TECH ADVICE,
AND TECH ADDICTION

13. GEEKS, RELATIONSHIPS, AND EMPLOYMENT
13
76%
Hard
Working
67%
Loyal
58%
Confident
69%
Awkward
34%
Good
looking
Being
a
geek
isn’t
prevenEng
love
connecEons,
68
percent
of
all
respondents
say
they
would
date
a
geek!
This
could
be
because
a
majority
(67
percent)
of
Americans
associate
geeks
with
being
loyal,
an
important
component
to
any
relaEonship.
68%
Dateable
K9)
Which
of
the
following
characterisEcs
do
you
associate
with
a
geek?
Would
you
say…(CHECK
ALL
THAT
APPLY)
(n=1,011)
K10)
Would
you
date
a
geek?
(n=1,011)
S1)
Which
of
the
following
best
describes
your
current
employment
status?
Are
you…?
(n=1,011)
Some less complimentary associations for geeks exist - 69 percent of respondents (geeks
and non-geeks alike) think of geeks as awkward. But a majority say they would date a geek.
Which
characteris?cs
do
you
associate
with
a
geek?
Geeks
are
more
likely
to
be
gainfully
employed:
70
percent
of
those
who
self-­‐idenEfy
as
geeks
are
employed
Vs.
54
percent
of
non-­‐geeks
are
employed
Employable

14. MAIN FINDINGS
GEEKS
ARE
NOT
AS
FUNNY
OR
INFLUENTIAL
AS
THEY
THINK
Geeks see themselves a bit differently than others do

15. GEEK PERCEPTION VS. REALITY
15
Which
of
the
following
characteris?cs
do
you
associate
with
a
geek?
Would
you
say…
K9.
Which
of
the
following
characterisEcs
do
you
associate
with
a
geek?
Would
you
say…(CHECK
ALL
THAT
APPLY)
(n=1,011)
K2.
Do
you
personally
define
a
‘geek’
as
someone
who…(CHECK
ALL
THAT
APPLY)
(n=1,011)
Most (74 percent) self-described geeks say they think geeks are funny, compared to only 53
percent of non-geeks. A majority (62 percent of geeks) also define a geek as someone who is
influential, an association not necessarily shared by non-geeks (30 percent).

16. MAIN FINDINGS
GEEKS
RELY
HEAVILY
ON
TECHNOLOGY
Geeks would have a harder time than non-geeks living
without their Smartphone, computer and the Internet

17. GEEKS ATTACHED TO THEIR TECH
17
13%
39%
36%
33%
33%
35%
59%
36%
60%
76%
16%
30%
41%
44%
46%
48%
50%
54%
55%
57%
61%
65%
78%
47%
47%
46%
Facebook
Your
TV
Your
daily
exercise
routine
Newspaper,
book
or
e-­‐Reader
Your
smartphone
Your
morning
coffee
or
tea
Your
pet
Your
computer
Your
pen
or
paper
to
write
with
Your
car
High
speed
Internet
Your
significant
other
Your
family
Non-­‐Geek Geek
K8)
Which
of
the
following
items,
if
any,
would
you
have
a
very
difficult
Eme
living
without
for
one
day?
Would
you
say…(CHECK
ALL
THAT
APPLY)
(n=1,011)
Geeks are clear that technology is a priority – much more so that their non-geek counterparts..
Geeks
are
nearly
TWICE
as
likely
than
non-­‐geeks
to
say
they
can’t
live
without:
61% vs. 36%
54% vs. 35%
46% vs. 33%
Which
of
the
following
items,
if
any,
would
you
have
a
very
difficult
?me
living
without
for
one
day?

18. Geek Pride Day Survey
May 25, 2012?