May 25th, 2013

Geek Pride Day 2013

Survey

SURVEY BACKGROUND
Modis conducted an Omnibus survey in support of Geek Pride Day (May 25
th
, 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
+
+
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KEY FINDINGS
3
Amer|cans do not "sneak the|r geek" and are proud of the|r pass|ons, hobb|es, even the|r toys and cartoon
pa[amas!
Accordlng Lo Modls' Ceek rlde 2013 survey resulLs, a ma[orlLy (87 percenL) of Lhe general populauon say LhaL Lhey do noL sneak
Lhelr geek" (e.g. hlde personal or embarrasslng passlons or lnLeresLs) and only 13 percenL of Amerlcans do.
- SlxLy-ve percenL of respondenLs say LhaL lf Lhey were Lrylng Lo lmpress someone, Lhey would Lake prlde ln Lhelr
geek" Loys (l.e. sLued anlmals and acuon gures), 90 percenL say Lhey would be proud of Lhelr books and comlc
books, and a surprlslng 63 percenL would be proud of Lhelr superhero or carLoon characLer cloLhlng, lncludlng pa[amas.
- CLher personal lLems LhaL respondenLs say Lhey would be proud of lnclude: Lhelr muslc collecuons (94 percenL), vldeo
games (77 percenL), and Lhe people Lhey follow on soclal medla (72 percenL.)
Cf Lhose who do sneak Lhelr geek (13 percenL), who do Lhey hlde geek lnLeresLs from Lhe mosL? 1helr nelghbors (72 percenL)!
1hey also hlde Lhelr lnLeresLs from:
- Co-workers (70 percenL)
- lrlends (63 percenL)
- SlgnlcanL oLhers (32 percenL)
- arenLs (28 percenL)

Geeks are ready for wearab|e tech
As ma[or Lech companles conunue Lo roll ouL wearable gadgeLry, lL seems a loL of geeks are ready Lo hop on Lhe Lrend. A ma[orlLy
(61 percenL) of self-descrlbed geeks say Lhey would purchase and wear a smarL waLch" (a compuLerlzed wrlsLwaLch wlLh
SmarLphone funcuonallLy) and 36 percenL say Lhe same abouL smarL glasses" (glasses wlLh SmarLphone and camera funcuonallLy).
- lnLeresungly, around one-Lhlrd of non-geeks are also lnLeresLed ln purchaslng/wearlng a smarL waLch" (37 percenL)
and smarL glasses" (33 percenL).
KEY FINDINGS (Continued)
4
Amer|can percepnon of geeks |mproves year over year, geeks are thought to be extreme|y |nte|||gent, hard
work|ng, and even dateab|e!
ubllc percepuon of geeks conunues Lo lmprove year over year - more Lhan half (38 percenL) of Amerlcans dene geeks
as exLremely lnLelllgenL -- a 13 percenLage polnL lncrease slnce Modls' Ceek rlde Survey ln 2011!
8uL geeks are more Lhan [usL smarL. When asked whlch characLerlsucs Lhey assoclaLe wlLh geeks, a ma[orlLy of consumers
say LhaL geeks are hard worklng (76 percenL) and condenL (38 percenL).
- Are geeks more llkely Lo be galnfully employed? SevenLy percenL of respondenLs who self-ldenufy as a geek are
employed, compared Lo only 34 percenL of non-geeks.
Less compllmenLary percepuons also exlsL. Cnly 34 percenL of respondenLs say Lhey assoclaLe geeks wlLh belng good
looklng, and 69 percenL of respondenLs (lncludlng geeks and non-geeks allke) Lhlnk of geeks as awkward.
All ln all, Lhough, belng a geek lsn'L prevenung love connecuons. SlxLy-elghL percenL (68 percenL) of all respondenLs say
Lhey would daLe a geek! 1hls could be because a ma[orlLy (67 percenL) of Amerlcans assoclaLes geeks wlLh belng loyal, an
lmporLanL componenL Lo any relauonshlp.
Geeks may not see themse|ves as others see them
lL's qulLe posslble geeks Lhlnk Lhey are funnler Lhan Lhey acLually are. SevenLy-four percenL of self-descrlbed geeks say Lhey
Lhlnk geeks are funny, compared Lo only 33 percenL of non-geeks.
Addluonally, a ma[orlLy (62 percenL) of self-descrlbed geeks dene a 'geek' as someone who ls lnuenual, an assoclauon
noL necessarlly shared by non-geeks (30 percenL.)


KEY FINDINGS (Continued)
5

Geeks connnue to rank techno|ogy as "can't ||ve w|thout" parts of the|r da||y rounne.
When asked whlch lLems Amerlcans would have a very dlmculL ume llvlng wlLhouL for one day, geeks are clear LhaL
Lechnology ls a prlorlLy - much more so Lhan Lhelr non-geek counLerparLs. Ceeks are nearly Lwlce as llkely Lhan non-geeks
Lo say Lhey can'L llve wlLhouL:
- lnLerneL (61 percenL vs. 36 percenL, respecuvely)
- CompuLer (34 percenL vs. 33 percenL, respecuvely)
- SmarLphone (46 percenL vs. 33 percenL, respecuvely)

MAIN FINDINGS

WAVE THE GEEK BANNER!
Americans are proud of their passions, hobbies, even
their toys and cartoon pajamas!
MOST AMERICANS DO NOT SNEAK THEIR GEEK
7
k3) uo you sneak your geek, meanlng you hlde your personal passlons and lnLeresLs LhaL you feel are embarrasslng? (n=1,011)
k6) lf you were Lrylng Lo lmpress someone, would you PluL or would you 1AkL 8luL ln Lhe followlng? (n=1,011)
es: 13
Do you sneak your geek,
mean|ng you h|de your
persona| pass|ons and
|nterests that you fee| are
embarrass|ng?
If you were try|ng to |mpress someone, wou|d you nIDL or
wou|d you 1AkL kIDL |n.?
ercent who wou|d: 1AkL kIDL IN
6S
our superhero or
cartoon character
c|oth|ng, |nc|ud|ng
pa[amas
90
8ooks or
com|cs you
read
77
V|deo
games you
p|ay
94
our mus|c
co||ecnon or
p|ay||st
72
1he peop|e you
fo||ow on soc|a|
med|a, such as
1w|uer or Iacebook
No: 87
6S
our toys, such as
stued an|ma|s and
acnon hgures
SNEAKY GEEKS HIDE FROM FRIENDS, COWORKERS, FAMILY
8
k3) uo you sneak your geek, meanlng you hlde your personal passlons and lnLeresLs LhaL you feel are embarrasslng? (n=1,011)
k4) Who do you hlde your personal passlons and lnLeresLs from? Would you say your. (Check All 1haL Apply) (n=124)
Who do you h|de your persona| pass|ons
and |nterests from? Wou|d you say
your.?
es: 13
Do you sneak your geek,
mean|ng you h|de your
persona| pass|ons and
|nterests that you fee| are
embarrass|ng?
Of those who do sneak their geek, most hide their geek interests from their neighbors
(72 percent).
Cne-Lhlrd (32 percent)
hlde Lhelr personal
passlons from Lhelr
slgnlcanL oLher.
MAIN FINDINGS

CLLkS A8L 8LAu? lC8 WLA8A8LL 1LCP
Majority of geeks would buy smart watch, smart glasses
GEEKS ARE READY TO HOP ON THE WEARABLE
TECHNOLOGY TREND
10
k7) Would you conslder purchaslng or wearlng elLher of Lhe followlng? (Check All 1haL Apply) (n=1,011)
Wou|d you cons|der purchas|ng or
wear|ng e|ther of the fo||ow|ng?
!"#$"%& #"()*%+,%- ./"(0
(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.
lnLeresungly, 37 percent of
non-geeks would conslder
purchaslng or wearlng a
smarL waLch" and 3S
percent would conslder
purchaslng or wearlng
smarL glasses."
(Glasses with
Smartphone and
camera functionality)
SmarL WaLch
SmarL Classes
MAIN FINDINGS

CLLkS CCn1lnuL 1C 8L WLLL L8CLlvLu
Geeks are thought to be extremely intelligent, hard
working, and even dateable!
12
k2) ?ou personally dene a 'geek' as someone who.(CPLCk ALL 1PA1 AL?) (n=1,011)
I persona||y dehne a 'geek' as someone who.
A !" $%&'%()*+% $,-()
-('&%*.% slnce Modls' Ceek
rlde Survey ln 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
GEEKS, RELATIONSHIPS, AND EMPLOYMENT
13
76 Pard Worklng
67 Loyal
S8 CondenL
69 Awkward
34 Cood looklng
8elng a geek lsn'L prevenung love connecuons,
68 percent of all respondenLs say Lhey would
daLe a geek!
1hls could be because a ma[orlLy (67
percent) of Amerlcans assoclaLe geeks wlLh
belng loyal, an lmporLanL componenL Lo any
relauonshlp.
68
Dateab|e
k9) Whlch of Lhe followlng characLerlsucs do you assoclaLe wlLh a geek? Would you say.(CPLCk ALL 1PA1 AL?) (n=1,011)
k10) Would you daLe a geek? (n=1,011)
S1) Whlch of Lhe followlng besL descrlbes your currenL employmenL sLaLus? 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.

Wh|ch character|sncs do you
assoc|ate w|th a geek?
Ceeks are more llkely Lo be
galnfully employed:
70 percent of Lhose who
self-ldenufy as geeks are
employed
vs.
S4 percent of non-geeks are
employed
Lmp|oyab|e
MAIN FINDINGS

CLLkS A8L nC1 AS lunn? C8 lnlLuLn1lAL AS 1PL? 1Plnk
Geeks see themselves a bit differently than others do
GEEK PERCEPTION VS. REALITY
15
Wh|ch of the fo||ow|ng character|sncs do you assoc|ate w|th a geek?
Wou|d you say.
k9. Whlch of Lhe followlng characLerlsucs do you assoclaLe wlLh a geek? Would you say.(CPLCk ALL 1PA1 AL?) (n=1,011)
k2. uo you personally dene a 'geek' as someone who.(CPLCk ALL 1PA1 AL?) (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).


MAIN FINDINGS

CLLkS 8LL? PLAvlL? Cn 1LCPnCLCC?
Geeks would have a harder time than non-geeks living
without their Smartphone, computer and the Internet
GEEKS ATTACHED TO THEIR TECH
17
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k8) Whlch of Lhe followlng lLems, lf any, would you have a very dlmculL ume llvlng wlLhouL for one
day? Would you say.(CPLCk ALL 1PA1 AL?) (n=1,011)
Geeks are clear that technology is a priority much more so that their non-geek counterparts..

Geeks are near|y 1WICL as ||ke|y than
non-geeks to say they can't ||ve w|thout:
61% vs. 36%
54% vs. 35%
46% vs. 33%
Wh|ch of the fo||ow|ng |tems, |f any, wou|d you have a
very d|mcu|t nme ||v|ng w|thout for one day?
Geek Pride Day Survey
May 25, 2013