Jan 22, 2007

Americans are Passionate About Their Digital Content; 80% are Downloading and Storing More Than A Year Ago

SCOTTS VALLEY, Calif. - From music, photos and movies to games and ring tones, Americans are creating, downloading and storing all kinds of digital content every day. According to a new survey¹ conducted by Harris Interactive® on behalf of Seagate Technology, 80 percent of American adult computer users¹ said they are more likely to download/store digital content today than they were just a year ago.

Before, digital content meant written documents, e-mail or business files. Today, however, digital content is equivalent to memories -- like family photos and home videos -- or personalized entertainment collections that can include thousands of songs, video games, and even full-length TV shows and movies. Not so surprisingly, as a result many consumers value their content even more than their digital devices themselves. The survey found that a majority (54 percent) of American adults who own and use a computer at home agree the content of the files they have stored on their computer is worth more to them than the actual dollar amount of their computer.

"The personalization of content has made consumers much more comfortable with digital media and technologies, and they are downloading and storing content with a vengeance," said Bill Watkins, CEO of Seagate. "Seagate plays a key role in the digital download revolution by making it safe, simple and affordable to save and share all kinds of digital content from a wide variety of devices."

Hard drives are popping up in all sorts of consumer devices ranging from gaming consoles and MP3 players to cell phones, DVRs and, of course, computers in order to satisfy consumers' demand.

More findings from the survey:
- An overwhelming 95 percent of computer users own and use at least one desktop or laptop computer in their home.
- Adult computer users who report having a child under the age of 18 in their household (64 percent) are significantly more likely to own one or more Xboxes or similar video game consoles than adult computer users in households without a child under the age of 18 (29 percent).
- And, about one-in-four American adult computer users own and use TiVo or a similar Digital Video Recorder (25 percent) and/or an external hard drive (22 percent).

Among those that own and use a computer in their home:
- Adult computer users in households with a child under the age of 18 are significantly more likely than adult computer users in households without a child under the age of 18 to download/store music (41 percent vs. 31 percent), games (24 percent vs. 18 percent), and movies/videos (23 percent vs. 14 percent) nowadays as compared to a year ago.
- Women computer users (55 percent) are significantly more likely than men (45 percent) to report that they download/store photos more nowadays as compared to a year ago.

To meet consumers' ever-growing desire to download and keep digital content, new storage technologies are providing the means to save hundreds of hours of music and video, thousands of photos, and truckloads of documents on a single 1.8-inch hard drive. Seagate leads the industry in providing storage for a comprehensive range of digital content-centered devices including digital audio players, cameras, DVRs and cell phones.

The survey was conducted online within the United States by Harris Interactive(r) on behalf of Seagate from September 12 to 14, 2006 among 2,185 adults (aged 18 and over) of whom 2,119 own and use a computer at home. Figures for age, sex, race/ethnicity, education, region, household income and hours spent using a computer were weighted where necessary to bring them into line with their actual proportions in the population of computer users.

With a pure probability sample of 2,119, one could say with a ninety-five percent probability that the overall results have a sampling error of +/- three percentage points. Sampling error for subsamples would be higher and would vary. However, that does not take other sources of error into account. This online survey is not based on a probability sample and, therefore, no theoretical sampling error can be calculated.

About Seagate
Seagate is the worldwide leader in the design, manufacture and marketing of hard disc drives, providing products for a wide-range of applications, including Enterprise, Desktop, Mobile Computing, Consumer Electronics and Branded Solutions. Seagate's business model leverages technology leadership and world-class manufacturing to deliver industry-leading innovation and quality to its global customers, and to be the low cost producer in all markets in which it participates. The company is committed to providing award-winning products, customer support and reliability to meet the world's growing demand for information storage. Seagate can be found around the globe and at www.seagate.com.

Seagate, Seagate Technology and the Wave logo are registered trademarks of Seagate Technology LLC. All other trademarks or registered trademarks are the property of their respective owners. When referring to drive capacity one gigabyte, or GB, equals one billion bytes and one megabyte, or MB, equals one million bytes. Accessible capacity may vary depending on operating environment and formatting.

For further information contact Woody Monroy

¹ "Computer users" refers to those who own and use a computer at home.