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Drivers More Active Online

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People who frequently drive are more active online and savvy than the average consumer, according to Scarborough Research.

They found that the top 20 percent of U.S. adult drivers in terms of miles logged were 48 percent more likely than the average consumer to have spent $1,000 or more online in the past year. Seventeen percent were more likely to have broadband and 28 percent more likely to have spent 20 hours or more online weekly.

Frequent drivers were also more likely than the average consumer to own a mobile phone (17%), HDTV (23%), video game system (23%) or digital video recorder (13%).

Scarborough Research also found that frequent drivers were 35 percent more likely than the average consumer to have an annual household income of  $100,000 or more. In addition 11 percent were more likely to have a home with a market value of $500,000 or more and 20 percent more likely to have a college degree or advance degree.

"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."

 

Drivers More Active Online
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