Road Warriors Accumulate Tech Toys
Scarborough Research, in a recent report analysis, finds that people who spend the most time on the road are more tech savvy than the average consumer, have a wide variety of personal and household technologies, and value portability. They are 17 percent more likely than the average consumer to have a cell phone, 40 percent more likely to have a PDA in their household, and 21 percent more likely to have an MP3 player in their household.This consumer group also has a wide variety of home entertainment technologies:
The country's top road travelers are 48 percent more likely than the average consumer to have spent $1,000 or more online during the past year
The Top Road Travelers:
"Top Road Travelers" is defined as the 20% of US adults who traveled the most miles "in a car, van, truck, or bus either as a driver or passenger" in the past 7 days.
"This analysis demonstrates a very simple but compelling point: the more time consumers spend on the road, the more likely they are to have the latest media and information technology devices-- MP3 players, DVRs, PDAs, and HDTV," said Carol Edwards, vice president, Out-Of-Home Media Services, Scarborough Research and Arbitron Inc. "Apple made this connection when they launched the now-iconic iPod campaign, of which out-of-home media was a key component. The research suggests that other personal and entertainment technology brands could benefit from the medium."
Top Road Travelers Tech Habits and Demographics | |
Category | Index for Top Road Travelers |
Spent $1,000+ online, past year | 148 |
PDA* | 140 |
Annual household income $100,000+ | 135 |
Spend 20+ hours online weekly | 128 |
Video Game System* | 123 |
HDTV* | 123 |
MP3* | 121 |
College degree or more | 120 |
Purchased 10+ DVDs past year* | 120 |
Broadband connection at home | 117 |
Cellular/Wireless Phone Subscription | 117 |
DVD Player* | 115 |
DVR* (such as TiVo) | 113 |
Home value $500,000+ | 111 |
* Household measurements | |
Source: Scarborough Research, May 2007 |