The Digitally Adept Consumer

• Posted: Friday, June 06, 2008
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• Author: pradhana
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• Filed under: Market Survey

Getting to know tech-savvy consumers

Nearly 6% of all consumers in the US are "digitally savvy," according to Scarborough Research's "Understanding the Digital Savvy Consumer" report.

The research company surveyed consumers with higher-than-average ownership of certain consumer electronics (such as DVRs, satellite radio or VoIP) and participation in certain Internet behaviors (such as blogging, downloading music and online gaming).

More than one-half of respondents had spent over $500 online during the past year, and more than one-third spent over $1,000.

The digitally hip crowd is a good target for luxury marketers. Respondents were 56% more likely than the average consumer to own or lease a luxury vehicle, 175% more likely to have spent at least $500 on men's or women's business clothing during the past year and 49% more likely to own a second home.

It would be easy to view this digital demographic as having the same characteristics as the overall Internet population, only to a greater degree: more hours logged online, better-educated and more affluent. That is mostly true, with one main difference—females outnumber males in the overall Internet population, just as they do in the general US population.

Read more - eMarketer

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