New Study Reports Music Preferences and Listening Habits of Canadian Youth
and Adults

HP-commissioned Angus Reid Public Opinion survey reveals Canadians' desire for better sound quality

TORONTO, Oct. 28 /CNW/ -To celebrate the Canadian launch of the HP ENVY 14 Beats Edition notebook PC, HP today released the findings of a national survey that uncovers the music preferences of Canadian youth and adults. 

The survey found more than 90 per cent of both youth and adult Canadians say sound quality is important when listening to music.

Focus on sound
HP's ENVY 14 Beats edition uses Beats™ Audio, a unique, high-performance technology developed by HP in collaboration with Dr. Dre™ and Jimmy Iovine, chief executive officer and founder of Interscope Records, and other music industry leaders. The technology redefines what digital music playback should be by unlocking all the sounds musicians and producers have perfected in the studio to provide the optimal sound experience - the way the artist intended it.

"Sound quality has always been important in my job and it's cool to see Canadians value it as well," said Canada's own Jordan "DJ Tilt" Rulloda. "HP's new ENVY Notebook with Beats really delivers the kind of sound we've all been looking for."

"Sound quality can sometimes be compromised when it's experienced digitally," said Sherief Ibrahim, product manager, Consumer Notebooks, HP Canada. "To overcome the challenge, our HP engineers collaborated with Interscope Records to develop the highest quality headphone/line out experience to date. "

Survey results
The survey of 503 Canadian youth 14 to 18 years of age and 503 parents focused on the similarities and differences between music habits of Canadian parents and their children. Some surprising facts from the survey include:

• 81 per cent of girls and 66 per cent of boys listen to music while doing their homework, while only 44 per cent of parents say they like to listen to music while working;
  
  
• When it comes to music preferences the results suggest a disconnect in music tastes between youth and their parents. Forty-one per cent of youth are embarrassed by their parents' choice in music, yet 81 per cent of parents are not embarrassed by the music their kids prefer;
  
  
• 51 per cent of youth listen to music while they are with their friends, while only 28 per cent of parents do so;
  
  
• 82 per cent of youth and 58 per cent of parents obtain their music free from their friends and various websites.

Headphones as social tools
The study also found 61 per cent of youth have used their earbuds/headphones to pretend not to hear someone. Seventy-six per cent of youth have done so to avoid their parents, siblings (55 per cent), friends (39 per cent) and teachers (19 per cent).

Youth aren't the only ones who deploy this tactic. Forty per cent of adults have used their headphones to pretend not to hear others, including their siblings (37 per cent), friends (30 per cent) colleagues (19 per cent) and spouses (18 per cent).

HP ENVY
The ENVY 14 is powered by an Intel® dual- and quad-core processer. It boasts a 14.5-inch High Definition HP BrightView Infinity LED Display (1,366 x 768 pixels), reducing power requirements to enhance battery life, glossy display and standard viewing angle, brightness and color gamut. It is available at a MRSP of $1,499.99 in Canada.¹

About the survey
From Oct. 13 to Oct. 18, 2010, Angus Reid Public Opinion conducted an online survey among a sample of 503 teens aged 14 to 18, and 503 parents of these teens, in Canada. Participants were Angus Reid Forum panel members. The margin of error is ±4.3 per cent, 19 times out of 20. Discrepancies in or between totals are due to rounding.

About HP
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world's largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP (NYSE: HPQ) is available at http://www.hp.com.

(1) Estimated MSRP. Actual prices may vary.

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© 2010 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

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Janice Foreman
Hill and Knowlton for HP Canada
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