Gadget Fans Seen As Leaders

Lack modesty

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[ Technology]

Avid fans of technology are more assertive and are likely to be leaders according to a recent online study from Mindset Media and Nielsen Online.

The study looked at the characteristics of 25,000 U.S. adults and found fans of technology scored higher in personality traits such as leadership, dynamism and assertiveness but had low levels of modesty. According to the study, these traits are not driven by age, gender or income.

"We are trained to look at consumers through the lens of demographics," said Sarah Welch, COO and co-founder of Mindset Media.

"But we all know people driven to stay on top of the latest and greatest gadgets who don’t fit the typical demographic mold. Our study looked above and beyond traditional segments to see if this group was wired differently, and we found out they were."

The study examined 20 personality traits or mindsets and participants were rated on a scale of 1 through 5, with 1 representing the least amount of a particular mindset and 5 representing those who had the highest amount of a mindset.

Respondents who scored a 5 in leadership were 68 percent more likely to have purchased three or more computers in the past two years.

Those who ranked highly in assertiveness were 62 percent more likely to purchase a new cell phone when the latest model became available on the market.

"Mindset buys let technology marketers reach beyond traditional early adopter demographics and get in front of millions of people who are wired to want the latest and greatest technology," said Welch.

Gadget Fans Seen As Leaders
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