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BizReport : Research archives : May 15, 2007


Why marketers should target road warriors

There is a new reason to target traveling salesmen or those with long commutes to work. According to a recent study, the more time people spend in cars the more likely they are to want tech gadgets and spend time and money online.

by Kristina Knight

TiVos, PDAs, MP3/IPods and broadband Internet are all more likely to appear in households where at least one of the adults spend a lot of time in their cars, according to Scarborough Research.

"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.

US consumers who spend a lot of time driving are 17% more likely to have a cell phone and 40% more likely to have a PDA. Their spending habits have also reached into the digital age. Road warriors are 48% more likely to have spent $1000 or more online in the past year. They are also more likely to have broadband Internet access (17%) and more likely to spend 20 hours or more online each week (28%).

Demographically this group is also a good catch for marketers. They are more affluent with about 35% making $100,000/year or more, 11% more likely to own a home worth at least $500,000 and 20% more likely to have an advanced degree.






Tags: demographic research, online shopping, Scarborough Research








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