The Digitally Savvy: Well heeled, well wheeled

To identify the “Digitally Savvy” Scarborough Research compiled a list of 18 hi-tech devices and habits and asked people to indicate how many they owned or did. Anyone who ticked eight or more out of the 20 fell into the “Digitally Savvy” category.

"They are early adopters when it comes to fully integrating new technologies into their lives,” said Scarborough Research senior vice president Gary Meo. “Their shopping patterns, demographics and lifestyles could presage behaviors of consumers across the country."

Other findings (.pdf) about the “Digitally Savvy” include:

- They are 175% more likely to have spent $500 or more on business attire over the past 12 months.

- They are 132% more likely to have a household income in excess of $150,000 per annum.

- They are 56% more likely to own a luxury vehicle than the average consumer.

Tags: consumer demographics, consumer spending, online retail