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Techtrak - US - February 2009

Technological innovations have changed the basic framework of the American lifestyle. Three quarters of U.S. consumers are online, and 55% have broadband internet at home. This report focuses on how technological advances in consumer electronics, entertainment content, and communications have changed American life. Forward looking analysis of trends, particularly based on data by age, shows how the market landscape will react and respond to such changes in upcoming years. To this effect, the following questions are addressed:

  • How has increased interest in and reliance on the internet affected attitudes, leisure activities and modes of communication?
  • How has competition for consumer leisure time shifted in recent years?
  • How is time competition affected by differences in age, gender, income and ethnicity/Hispanic origin?
  • How is video, audio and gaming stored, and how much interest is there for paid back-up services?
  • What level of interest exists for entertainment subscription services?
  • What trends are likely to impact content collection and storage and how can companies position products, services and brands to capitalize on these trends?
  • What recent innovations are shaping current demand and the markets of the future?
  • What segments provide the greatest opportunities for growth in consumer electronics?
  • What features, services and benefits are consumers willing to pay for?
  • What are the implications of an increasingly portable lifestyle?
  • What will an increasingly portable lifestyle mean for the consumer electronics market?
  • How are netbooks, smartphones and other portable devices impacting behavior and future CE sales?
  • How can shifting usage of technology be used in marketing to hard-to-reach demographics?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Internet drawing media hours away from other sources
                      • Broadcast still dominates video consumption, but future for broadcast looks bleak
                        • Americans browse more than they read
                          • The bell tolls for CDs: MP3 playback beats CD playback
                            • Online gaming exceeds console and handheld gaming combined
                              • Data-based communications exceeding voice by phone time
                                • $75K-99Ks more important to tech adoption than over-$100Ks
                                  • Laptop/desktop killers: Netbooks, MIDs and Smartphones
                                    • Netbooks
                                      • MIDs
                                        • Smartphones
                                          • Cloud computing to propel Netbooks, Smartphones, MIDs
                                            • Closing time for copper wire as overflow minutes handled through IM
                                            • Inspire Insights

                                                • The Sci-Fi era
                                                  • The Jetsons arrive: Video telephony
                                                    • Figure 1: Interest in video telephony, November 2008
                                                    • Figure 2: Interest in video telephony, by gender, November 2008
                                                    • Figure 3: Interest in video telephony, by age, November 2008
                                                    • Figure 4: Interest in video telephony, by household income, November 2008
                                                    • Figure 5: Interest in video telephony, by race/Hispanic origin, November 2008
                                                  • Docking the pocket PC
                                                    • Figure 6: Usage of hardware, by gender, November 2008
                                                    • Figure 7: Usage of hardware, by age, November 2008
                                                    • Figure 8: Usage of hardware, by household income, November 2008
                                                    • Figure 9: Usage of hardware, by race/Hispanic origin, November 2008
                                                  • Eyes and ears everywhere, including the shower
                                                  • Insights and Opportunities

                                                    • Get me off this business machine: courting over-$100Ks
                                                      • Figure 10: Interest in touchpad computer screen, by household income, November 2008
                                                    • Taking care of baby: Tech for newly homebound 20-34 year olds
                                                      • Figure 11: Households, by presence and age of children, by age of householder, 2007
                                                    • Larger screens on mobile phones
                                                      • Opportunities lie in gaming for unlikely consumers
                                                        • Gaming for seniors
                                                          • Netbooks offer competition to a variety of consumer electronics
                                                            • Ads imbedded in novels offer way to reach women
                                                              • Non-PC internet devices
                                                                • Computers get smaller
                                                                  • Computers get dumber
                                                                    • Opportunities for new brands to make inroads
                                                                      • Business—and play—tools for high-end consumers
                                                                        • Content back-up presents opportunity
                                                                          • For women, portable devices for communication, household management
                                                                            • Portable e-trader
                                                                            • Time Competition

                                                                              • Competition between video sources
                                                                                • Figure 12: Media consumption (video) based on hours per person, 2003-07
                                                                                • Figure 13: Media consumption (other) based on hours per person, 2003-07
                                                                              • Online video serving different purpose than television programming
                                                                                • Internet drawing media hours away from TV, magazines, radio, newspapers
                                                                                  • Figure 14: Attitudes related to internet and enterntainment, April 2001-June 2008
                                                                                • Death by a thousand cuts
                                                                                  • Figure 15: Radio and newspaper daily usage, May 03 - June 2008
                                                                                • Time spent on video, audio, reading, and techno-communications
                                                                                  • Figure 16: Weekly hours spent watching video, by media, November 2008
                                                                                • A new generation of electronic readers
                                                                                  • Use of electronic readers
                                                                                    • Innovations and Innovators: E-readers
                                                                                      • Figure 17: Weekly hours spent reading, by medium, November 2008
                                                                                    • Listening to MP3s surpasses listening to CDs, but traditional radio still king
                                                                                      • PC is now the primary piece of audio equipment
                                                                                        • Innovations: Philips FW-i1000
                                                                                          • Figure 18: Weekly hours spent listening to audio, by medium, November 2008
                                                                                        • Online gaming amounts to lion’s share of video game time spend
                                                                                          • Figure 19: Weekly hours spent playing video games, by format, November 2008
                                                                                        • Changing face of socializing
                                                                                          • Figure 20: Weekly hours spent using different technologies to socialize, November 2008
                                                                                        • Presence of and comfort with PCs still growing
                                                                                          • Figure 21: Use of computer at work, April 2001-June 2008
                                                                                          • Figure 22: Computer ownership, April 01-June 08
                                                                                          • Figure 23: Internet use at home and work, April 2008
                                                                                        • Number of PCs per household slowly rising
                                                                                            • Figure 24: Number of PCs in household, June 2002-May 2003
                                                                                          • Innovations: MIDs from Samsung and Asus
                                                                                            • Figure 25: Hours spent at home using PC, April 2001-June 2008
                                                                                        • Demographic Analysis of Time Competition

                                                                                          • No time for prime time among younger adults
                                                                                            • Figure 26: Weekly hours spent watching video content, by age, November 2008
                                                                                          • Print losing youth audience
                                                                                            • Figure 27: Weekly hours spent doing reading-related activities, by age, November 2008
                                                                                            • Figure 28: Weekly hours spent listening to music in different formats, by age, November 2008
                                                                                          • 25-34s spend more time gaming than 18-24s
                                                                                            • Figure 29: Weekly hours spent playing video games in different formats, by age, November 2008
                                                                                          • No time for niceties: youngest adults don’t like to dial
                                                                                            • Figure 30: Weekly hours spent using technology to socialize, by age, November 2008
                                                                                          • Gender, video, reading, and techno communications
                                                                                            • Figure 31: Weekly hours spent watching video, by gender, November 2008
                                                                                            • Figure 32: Weekly hours spent listening to audio, by gender, November 2008
                                                                                          • Women hung up on voice
                                                                                            • Figure 33: Weekly hours spent using different technologies to socialize, by gender, November 2008
                                                                                            • Figure 34: Weekly hours spent doing reading-related activities, by gender, November 2008
                                                                                          • Capitalizing on women’s interest in casual gaming and print
                                                                                            • Figure 35: Weekly hours spent playing video games, by gender, November 2008
                                                                                          • No time for games among over-$100Ks
                                                                                            • Figure 36: Weekly hours spent playing video games, by household income, November 2008
                                                                                        • Time Competition by Household Income

                                                                                          • Get this business machine away from my leisure hours
                                                                                            • Portable entertainment appeals more to $75K-99Ks than to over-$100Ks
                                                                                              • Leisure hour competition more fierce in higher income groups
                                                                                                • Services that appeal to over-$75Ks
                                                                                                  • Data by household income
                                                                                                    • Figure 37: Hours spent in reading-related activities, by household income, November 2008
                                                                                                    • Figure 38: Weekly hours spent watching video content, by household income, November 2008
                                                                                                    • Figure 39: Weekly hours spent listening to music in different formats, by household income, November 2008
                                                                                                • Activity Penetration

                                                                                                  • Introduction
                                                                                                    • PC usage varies with age
                                                                                                      • Figure 40: Selected purposes for which PC is used in household, by age, February 2007-March 2008
                                                                                                    • Web reading more popular than books, magazines, or newspapers
                                                                                                      • Figure 41: Penetration for use of reading/browsing activities, by type of media, November 2008
                                                                                                      • Figure 42: Penetration for music/audio listening, by type of activity, November 2008
                                                                                                      • Figure 43: Penetration for video usage, by format, November 2008
                                                                                                      • Figure 44: Penetration for gaming activities, by format, November 2008
                                                                                                    • Innovation and innovators: The Peek
                                                                                                      • Figure 45: Penetration for technocommunications, by activity, November 2008
                                                                                                  • Dollar Competition

                                                                                                    • The PC under siege from the smartphone
                                                                                                      • Hardware and communications as competing sectors
                                                                                                        • Innovator: Cloud computing presents business opportunity
                                                                                                          • Competition within communications
                                                                                                            • Landline sales and subscriptions in decline
                                                                                                              • Instant messaging provides multi-content, multi-user communication
                                                                                                                • Innovation and Innovators: Belkin’s Skype Wi-Fi phone
                                                                                                                  • High-income respondents most likely to have non-standard landlines
                                                                                                                    • Figure 46: Attitudes towards communication, by age, November 2008
                                                                                                                    • Figure 47: Attitudes towards communication, by household income, November 2008
                                                                                                                • Electronics Stores

                                                                                                                  • Circuit City goes under
                                                                                                                    • Figure 48: Electronics stores shopped at in the last three months, April 2001-June 2008
                                                                                                                  • Best Buy and RadioShack respond to economic downturn
                                                                                                                    • Online presentation
                                                                                                                      • Sales and promotions
                                                                                                                        • Customer service
                                                                                                                          • Free shipping and in-store pick-up
                                                                                                                            • Increasing focus on research and value in tech purchases spells trouble ahead
                                                                                                                              • Figure 49: Attitudes towards shopping for electronic equipment, April 2001-June 2008
                                                                                                                          • Tech Future

                                                                                                                            • Mobile computing and the death of the traditional PC
                                                                                                                              • Peripherals make phones and portable viewing more comfortable
                                                                                                                                • Waiting for OLED
                                                                                                                                  • Innovation and Innovators: Sony first out of the gate with OLED
                                                                                                                                    • Innovation and Innovators: Roll-up and virtual keyboards for the business traveler
                                                                                                                                      • Substantial interest in roll-up keyboards and video goggles
                                                                                                                                        • Figure 50: Interest in mobility hardware, by gender, November 2008
                                                                                                                                      • Portability peripherals highly desirable to under-35s
                                                                                                                                        • Figure 51: Interest in mobility hardware, by age, November 2008
                                                                                                                                        • Figure 52: Interest in mobility hardware, by household income, November 2008
                                                                                                                                      • Striking interest in TUI, but prices need to fall
                                                                                                                                        • Figure 53: Interest in touchpad computer screen, by age, November 2008
                                                                                                                                    • Storage and Subscriptions

                                                                                                                                      • Introduction
                                                                                                                                        • Subscriptions, streaming, and cloud storage
                                                                                                                                          • Innovator: Netflix bypasses PCs, connects directly to televisions
                                                                                                                                            • Innovator: TiVo wants to turn your PC into a DVR
                                                                                                                                              • Entertainment subscriptions
                                                                                                                                                • Subscription services data
                                                                                                                                                  • Figure 54: Monthly subscriptions, by gender, November 2008
                                                                                                                                                  • Figure 55: Monthly subscriptions, by age, November 2008
                                                                                                                                                  • Figure 56: Monthly subscriptions, by household income, November 2008
                                                                                                                                                • Substantial competition in (still emerging) online storage market
                                                                                                                                                    • Figure 57: Selected file-hosting services, by feature, 2008
                                                                                                                                                  • Opportunities in portable hard drives
                                                                                                                                                    • Portable hard drive penetration tables
                                                                                                                                                      • Figure 58: Ownership of portable hard drive, by gender, November 2008
                                                                                                                                                      • Figure 59: Ownership of portable hard drive, by age, November 2008
                                                                                                                                                      • Figure 60: Ownership of portable hard drive, by household income, November 2008
                                                                                                                                                    • Innovator: Seagate bypasses PC
                                                                                                                                                      • Back-up services await marketing push
                                                                                                                                                        • Figure 61: Interest in off-site automatic content back-up services, by age, November 2008
                                                                                                                                                      • PCs still the primary storage site for content
                                                                                                                                                        • Men need bigger, harder drives
                                                                                                                                                          • Content storage on PCs
                                                                                                                                                            • Figure 62: Content storage on a PC, by type of content, November 2008
                                                                                                                                                            • Figure 63: Content storage on a PC, by gender, November 2008
                                                                                                                                                            • Figure 64: Content storage on a PC, by age, November 2008
                                                                                                                                                            • Figure 65: Content storage on a PC, by household income, November 2008
                                                                                                                                                          • Content storage on cell phones
                                                                                                                                                            • Figure 66: Content storage on a cell phone, by type of content, November 2008
                                                                                                                                                            • Figure 67: Content storage on a cell phone, by gender, November 2008
                                                                                                                                                            • Figure 68: Content storage on a cell phone, by age, November 2008
                                                                                                                                                            • Figure 69: Content storage on a cell phone, by household income, November 2008
                                                                                                                                                          • Content storage on MP3 players
                                                                                                                                                            • Figure 70: Content storage on an MP3 player, by type of content, November 2008
                                                                                                                                                            • Figure 71: Content storage on an MP3 player, by gender, November 2008
                                                                                                                                                            • Figure 72: Content storage on an MP3 player, by age, November 2008
                                                                                                                                                            • Figure 73: Content storage on an MP3 player, by household income, November 2008
                                                                                                                                                        • PC Peripherals

                                                                                                                                                          • A recession-proof CE arena
                                                                                                                                                            • Room for continued growth in USB flash drives, webcams, disc burners
                                                                                                                                                              • Figure 74: Household ownership of PC peripherals, June 2002- June 2008
                                                                                                                                                          • Internet Usage

                                                                                                                                                            • Three quarters of Americans online
                                                                                                                                                              • Figure 75: Internet access, 2000-08
                                                                                                                                                            • Faster and faster
                                                                                                                                                              • Innovation: speed rules when it comes to routers
                                                                                                                                                                • Online respondents buying into speed
                                                                                                                                                                  • Figure 76: Attitudes towards communcation, by household income, November 2008
                                                                                                                                                                • Always on with 4G
                                                                                                                                                                  • Portable connectivity
                                                                                                                                                                    • Portable connectivity tables
                                                                                                                                                                      • Figure 77: Attitudes towards communcation, by age, November 2008
                                                                                                                                                                      • Figure 78: Attitudes towards communcation, by household income, November 2008
                                                                                                                                                                    • Mommy’s little helper—an electronic device?
                                                                                                                                                                      • Figure 79: Non-work online activities, by gender, November 2008
                                                                                                                                                                    • Netbooks to appeal to 18-24 year olds
                                                                                                                                                                      • Email on the way out?
                                                                                                                                                                        • Figure 80: Non-work online activities, by age, November 2008
                                                                                                                                                                      • Reading and shopping for wealthy consumers
                                                                                                                                                                        • Figure 81: Non-work online activities, by household income, November 2008
                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                      • Introduction
                                                                                                                                                                        • Time competition
                                                                                                                                                                            • Figure 82: Weekly hours spent watching video content, by race/Hispanic origin, November 2008
                                                                                                                                                                            • Figure 83: Hours spent doing reading-related activities, by race/Hispanic origin, November 2008
                                                                                                                                                                            • Figure 84: Weekly hours spent listening to audio, by race/Hispanic origin, November 2008
                                                                                                                                                                            • Figure 85: Weekly hours spent using tech to socialize, by race/Hispanic origin, November 2008
                                                                                                                                                                            • Figure 86: Weekly hours spent playing video games, by race/Hispanic origin, November 2008
                                                                                                                                                                          • Interest in new tech products
                                                                                                                                                                            • Figure 87: Interest in fitness and touchscreen tech, by race/Hispanic origin, November 2008
                                                                                                                                                                          • Entertainment subscriptions, cellular and wireless laptop internet access
                                                                                                                                                                            • Figure 88: Monthly subscriptions, by race/Hispanic origin, November 2008
                                                                                                                                                                            • Figure 89: Attitudes towards communcation, by race/Hispanic origin, November 2008
                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                            • Low-Techs
                                                                                                                                                                              • Who they are
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Home-Techs
                                                                                                                                                                                    • Who they are
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Go-Tech
                                                                                                                                                                                          • Who they are
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                                • Figure 90: Techtrak clusters, November 2008
                                                                                                                                                                                                • Figure 91: Spent time in the last week doing the following activities, by Techtrak clusters, November 2008
                                                                                                                                                                                                • Figure 92: Which of the following statements are true for you?, by Techtrak clusters, November 2008
                                                                                                                                                                                                • Figure 93: I spent the following number of hours doing this in the past week, by Techtrak clusters, November 2008
                                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                                • Figure 94: Techtrak clusters, by gender, November 2008
                                                                                                                                                                                                • Figure 95: Techtrak clusters, by age, November 2008
                                                                                                                                                                                                • Figure 96: Techtrak clusters, by household income, November 2008
                                                                                                                                                                                                • Figure 97: Techtrak clusters, by race/Hispanic origin, November 2008
                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                • Introduction
                                                                                                                                                                                                  • Strong consumption and adoption among high-income Hispanics
                                                                                                                                                                                                    • Figure 98: Weekly reading and browsing among over-$75Ks—Hispanics vs non-Hispanics, November 2008
                                                                                                                                                                                                    • Figure 99: Weekly hours spent watching video content among over-$75Ks—Hispanics vs non-Hispanics, November 2008
                                                                                                                                                                                                    • Figure 100: Weekly hours spent listening to audio, among over-$75Ks—Hispanics vs non-Hispanics, November 2008
                                                                                                                                                                                                    • Figure 101: Weekly hours spent using techno-communications, among over-$75Ks—Hispanics vs non-Hispanics, November 2008
                                                                                                                                                                                                    • Figure 102: Interest in off-site back-up, among over-$75Ks—Hispanics vs non-Hispanics, November 2008
                                                                                                                                                                                                    • Figure 103: Desire for futuristic consumer electronics, among over-$75Ks—Hispanics vs non-Hispanics, November 2008
                                                                                                                                                                                                  • High-speed, cellular, and wireless laptop internet access
                                                                                                                                                                                                    • Figure 104: Landline and internet type, among over-$75Ks—Hispanics vs non-Hispanics, November 2008
                                                                                                                                                                                                  • Moms in the midst of techno communications
                                                                                                                                                                                                    • Figure 105: Weekly hours spent using tech to socialize, by moms, November 2008
                                                                                                                                                                                                  • Off-site back-up and portability among minority youths
                                                                                                                                                                                                    • Figure 106: Desire for content storage and recall, by custom consumer groups under 35, November 2008
                                                                                                                                                                                                    • Figure 107: Desire for futuristic consumer electronics, by custom consumer groups under 35, November 2008
                                                                                                                                                                                                    • Figure 108: Landline and internet type, by custom consumer groups under 35, November 2008
                                                                                                                                                                                                  • Young men on the move: four in ten use cellular internet
                                                                                                                                                                                                    • Figure 109: Cell phone internet access among under-35s, by gender, November 2008
                                                                                                                                                                                                    • Figure 110: Desire for futuristic consumer electronics among under-35s, by gender, November 2008
                                                                                                                                                                                                • Appendix: Additional Consumer Tables by Gender

                                                                                                                                                                                                    • Figure 111: Weekly hours spent doing reading-related activities, by gender, November 2008
                                                                                                                                                                                                    • Figure 112: Weekly hours spent playing video games, by gender, November 2008
                                                                                                                                                                                                • Appendix: Media Consumption Among Under-35s by Gender and Minority Status

                                                                                                                                                                                                  • Reading/browsing
                                                                                                                                                                                                    • Figure 113: Weekly reading and browsing among under-35s, by race/Hispanic origin, November 2008
                                                                                                                                                                                                    • Figure 114: Weekly reading and browsing among under-35s, by gender, November 2008
                                                                                                                                                                                                  • Techno communications
                                                                                                                                                                                                    • Figure 115: Weekly hours spent using tech to socialize, among under-35s, by race/Hispanic origin, November 2008
                                                                                                                                                                                                    • Figure 116: Weekly hours spent using tech to socialize, among under-35s, by gender, November 2008
                                                                                                                                                                                                  • Video
                                                                                                                                                                                                    • Figure 117: Weekly hours spent watching video, among under-35s, by race/Hispanic origin, November 2008
                                                                                                                                                                                                    • Figure 118: Weekly hours spent watching video, among under-35s, by gender, November 2008
                                                                                                                                                                                                  • Audio
                                                                                                                                                                                                    • Figure 119: Weekly hours spent listening to audio, by custom consumer groups under 35, November 2008
                                                                                                                                                                                                    • Figure 120: Weekly hours spent listening to audio, among under-35s, by gender, November 2008
                                                                                                                                                                                                • Appendix: Content Storage Among Minority Respondents

                                                                                                                                                                                                  • Content storage
                                                                                                                                                                                                    • Figure 121: Content storage on a PC, by race/Hispanic origin, November 2008
                                                                                                                                                                                                    • Figure 122: Content storage on an MP3 player, by race/Hispanic origin, November 2008
                                                                                                                                                                                                    • Figure 123: Content storage on a cell phone, by race/Hispanic origin, November 2008
                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Alliance for Telecommunications Industry Solutions (ATIS)
                                                                                                                                                                                                  • Amazon.com Inc
                                                                                                                                                                                                  • American Electronics Association
                                                                                                                                                                                                  • AOL
                                                                                                                                                                                                  • AT&T Inc.
                                                                                                                                                                                                  • Blockbuster USA
                                                                                                                                                                                                  • CDMA Development Group (CDG)
                                                                                                                                                                                                  • Consumer Electronics Association
                                                                                                                                                                                                  • Dealerscope
                                                                                                                                                                                                  • Dell Inc.
                                                                                                                                                                                                  • Electronic Industries Alliance
                                                                                                                                                                                                  • Fry's Electronics, Inc
                                                                                                                                                                                                  • Google, Inc.
                                                                                                                                                                                                  • Greenfield Online
                                                                                                                                                                                                  • Institute of Electrical & Electronics Engineers Inc.
                                                                                                                                                                                                  • Microsoft USA
                                                                                                                                                                                                  • Movielink, LLC
                                                                                                                                                                                                  • MySpace.com
                                                                                                                                                                                                  • National Association of Recording Merchandisers
                                                                                                                                                                                                  • National Electronic Distributors Association
                                                                                                                                                                                                  • Netflix, Inc.
                                                                                                                                                                                                  • NETGEAR, Inc.
                                                                                                                                                                                                  • Nokia Corporation (US)
                                                                                                                                                                                                  • RadioShack Corporation
                                                                                                                                                                                                  • Recording Industry Association of America [RIAA]
                                                                                                                                                                                                  • Research In Motion (USA)
                                                                                                                                                                                                  • Rural Cellular Association (RCA)
                                                                                                                                                                                                  • Satellite Industry Association
                                                                                                                                                                                                  • Sony Ericsson (USA)
                                                                                                                                                                                                  • T-Mobile USA
                                                                                                                                                                                                  • TiVo Inc
                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                  • Wi-Fi Alliance
                                                                                                                                                                                                  • Wireless Communications Association International (WCA)
                                                                                                                                                                                                  • Yahoo! Inc

                                                                                                                                                                                                  Techtrak - US - February 2009

                                                                                                                                                                                                  US $3,995.00 (Excl.Tax)