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Profiling MP3 Users

Just who uses MP3 players? You'd imagine they're young, well educated, reasonably affluent, heavy Internet and TV users, and you'd be mostly right, but a new study from BIGresearch delves a little deeper. Digital music device owners are actually remarkably average-American, according to the results. For example, Wal-Mart is their preferred retail destination, while Ford and Chevy are their carmakers of choice. Nearly 80 percent of those owning MP3 players are 44 or younger; they earn $67,854 per year on average, versus the American average of $50,000, and are slightly less likely to be married. They are more likely to subscribe to cable or satellite TV, high speed Internet, and use voice over Internet Protocol technology. Sixty-four percent of MP3 player owners are male.

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