M-Systems’ Survey Shows USB Flash Drives are Becoming a “Must Have” Gadget

April 27, 2005 – Average consumers are turning to USB flash drives to store and transfer large multimedia files, such as MP3 music files and MPEG videos. This is according to a new independent survey commissioned by M-Systems, the leading developer of USB flash drive technology, and executed by Hall and Partners, a renowned, worldwide research agency. The study, the first of it kind, showed that average users do not require a technical degree to master these popular devices.

While the survey indicated that an overwhelming majority of respondents use these compact devices for personal multimedia file storage and transfer (80%), many said they are looking for more than simple storage. They are hoping for applications that will offer customized portable desktops, email access, password management, corporate authentication, access to financial information, web accounts, textbooks, school information (report cards, etc.), health care files and video games. They want to be able to walk up to any computer, such as a machine in a cyber café, plug in their drive and have the new computer look just like their home computer, complete with selected data and applications. Now, that is technology in action!

“This survey proves that additional applications are in demand,” said Blaine Phelps, worldwide marketing director for M-Systems’ DiskOnKey. “M-Systems created U3™, a newly formed company that is focused on expanding USB drive technology beyond storage. This investment shows our commitment to making these applications come to life.”

Seventy-eight percent of those surveyed felt that USB flash drives are getting more and more popular. More than half of those who have purchased a device stated they are planning on buying another unit in the next two years - primarily to upgrade capacity as they continue to collect more and more pictures, videos and music.

We were pleased to hear that 66 percent use these devices to exchange files with friends and family,” said Phelps. “In fact, 40 percent said that they either cannot live without the devices or that they were dependant on them, making it clear that USB flash drives are becoming an integral part of the users' everyday life.”

Two-thirds stated that USB flash drives are a good value for the money, further showing that USB flash drives are now in the mainstream. However, consumers are willing to pay more for extra capacity.

“We have found that the majority of USB flash drive users rely on the device to store music and transfer graphics and video files among friends,” said Phelps. “We have also discovered that our customers are using USB flash drives to transfer files to and from work and are increasingly using them as the device of choice for multimedia file sharing versus other forms of storage.”

Word-of-mouth, such as recommendations from friends, have been the primary drivers towards purchase. Perhaps the best sign that a product is becoming a “must have” gadget is when positive word of mouth is running rampant. Judging from this image, USB flash drives are going to continue to find their way into more and more consumers’ pockets as more complex applications make their way onto these powerful devices.

Survey Methodology
The survey was conducted online by Hall & Partners in February of 2005. The sample size included 415 respondents who were living in the United States, were between the ages of 15-55 and either regularly used a PC or a Mac with a USB flash drive device or were considering buying a device in the next six months. In order to ensure the population represented the entire category and was not biased, the users were not were not informed as to who commissioned the survey and were not asked which brand of USB flash drive they were using. Therefore the respondents may or may not be owners of an M-Systems’ DiskOnKey.

For product information, enhancements, upgrades and general information on the USB flash drive category please visit www.diskonkey.com.

For more information on M-Systems visit www.m-systems.com.

SOURCE M-Systems