RSS feed Get our RSS feed

News by Topic

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

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.