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Gadget buyers assertive, arrogant

Posted on Saturday, June 28 2008 @ 04:30:13 CEST by

An online study of 25,000 American adults found gadget lovers are seen as assertive and possibly even arrogant:
An online study evaluating the characteristics of 25,000 American adults found avid technology consumers tended to score highly in personality traits such as leadership, dynamism and assertiveness -- but low in modesty.

"A lot of previous research points to wealthy young males as early adopters of technology," said Sarah Welch, lead researcher at Internet ad network firm Mindset Media that conducted the study in partnership with Nielsen Online.

"But this study tells us that there are characteristics beyond age and gender and income that are also extremely highly correlated with tech consumption," she added.

The study looked at 20 personality traits or "mindsets" including openness, creativity, self esteem and spontaneity.

Respondents were rated on a scale of 1 through 5, with 1 representing those who demonstrated the least amount of a given mindset and 5 representing those who demonstrated the highest intensity of a mindset.

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

Likewise, respondents who rated highly in assertiveness were 62 percent more likely to purchase a new cell phone when the newest model arrived on the market.
More info at Reuters.



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