San Diego Among Top Digitally Savvy Cities
According to a new analysis from consumer and media research firm Scarborough Research, San Diego is one of the most Digitally Savvy cities in the nation. Austin, Texas had the highest penetration of Digitally Savvy adults at 12%. Las Vegas, Sacramento and San Diego follow, each with 10% of residents having this higher level of technological orientation and adoption. Nationally, 6% of all consumers are classified in this leading edge consumer segment.
In terms of purchasing patterns, Digitally Savvy consumers are a luxury-oriented group. They are 56% more likely than the average consumer to own or lease a luxury vehicle: 175% more likely to have spent $500 or more on men’s or women’s business clothing during the past year and 132% more likely than the average consumer to have an annual household income of $150,000 or more.
The Digitally Savvy consumers are defined as those who rank highest on a scoring system that includes higher-than-average ownership of certain hi-tech items such as DVRs and MP3 players, greater likelihood to engage in certain Internet behaviors such as blogging or downloading music, and usage of leading-edge cellular device features like email and text messaging.
“The most Digitally Savvy markets are known for leading the nation in a variety of hi-tech behaviors. They also typically have the presence of major universities and represent established tech corridors in the U.S.,” said Gary Meo, senior vice president, print and digital media services, Scarborough Research. “The Digital Savvy consumer segment is important to monitor. They are early adopters when it comes to fully integrating new technologies into their lives, and their shopping patterns, demographics and lifestyles could presage behaviors of consumers across the country.”
Demographically, the Digital Savvy are male, young and wealthy. Fifty-six percent of them are male and 77% of this consumer group is below the age of 44. This group is active and athletic. In terms of media consumption, they tend to be slightly heavier Radio listeners, average newspaper readers but light television viewers when compared to other consumers. They are more likely to have a long commute time than most working adults.
