Scarborough analysis finds that people who spend the most time on the road are more tech-savvy than the average consumer.
As the research firm dubs them, “the country’s top road travelers” are 17 percent more likely than the average consumer to have a cell phone; 40 percent more likely to have a PDA; and 21 percent more likely to have an MP3 player in their house.
“This analysis demonstrates a 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,” stated Carol Edwards of Scarborough Research and Arbitron.
“Apple made this connection when they launched the 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.”
This consumer group is 23 percent more likely to have HDTV, 15 percent more likely to have a DVD player and 20 percent more likely to have purchased 10 or more DVDs during the past year.
Their Internet habits are also consistent with their active and high-tech lifestyle. 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, and 28 percent more likely to have spent 20 hours or more online weekly, according to the research firm.
