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:
- They are 23 percent more likely to have HDTV
- 15 percent more likely to have a DVD player
- 20 percent more likely to have purchased 10 or
more DVDs during the past year
- 23 percent more likely to have a video game system in their household,
- 13 percent more likely to have a digital video recorder such as
TiVo
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
- 17
percent more likely to have broadband
- 28 percent more likely to have spent 20 hours or more online weekly
The Top Road Travelers:
- Are more
affluent (35 percent more likely to have an annual household income of $100,000+)
- Own more expensive homes (11 percent more likely to have a home with a market value
of $500k plus),
- Are more educated (20 percent more likely to have a college degree or advanced degree).
"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
(eg: Top Road Travelers are
48% more likely than the average consumer to have spent $1,000+ online during the past year) |
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 |
For more information, please
visit Scarborough here.