Cities with the most 'digital savvy' consumers
"Digital savvy" consumers are those who engage in Web 2.0 behaviors (such as blogging, watching YouTube and downloading music), and use leading-edge cellular device features (such as text messaging), according to Scarborough Research.
Nationwide, only 6% of U.S. consumers are in this segment. But in the Austin, Texas, area, 12% of consumers fit the "digital savvy" description, the study says (the full 70-page .pdf is here at no charge).
U.S. metropolitan areas with highest concentration of "digital savvy" consumers:
- Austin
- Las Vegas
- Sacramento
- San Diego
- Washington, D.C. (metro area)
- Seattle
- Phoenix
- Chicago
- New York
- San Francisco
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Source: Scarborough Research, "Understanding the Digital Savvy Consumer," May 2008. More than 210,000 adults ages 18+ were interviewed across the U.S., August 2006 – March 2007.
By the way, the "digital savvy" also tend (more than other Americans) to have luxury vehicles, a second home, expensive clothes, long commutes, and household income over $150,000. They spend a lot of their money via online purchases. Most are under age 44.
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