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Research from comScore has detailed the habits of US digital music player owners, finding that they are likely to have an above-average income, and thus represent an attractive target for electronics marketers.

These consumers are more tech-savvy than the average surfer, and were found to be fans of online shopping - 49% believe online is the best way to shop, while 94% had made online purchases in the past six months.

The research also found that:

• 27% of all Internet users currently own one or more digital players. 37% are aged between 18 and 34.

• 36% have an annual household income above $75,000; they are 66% more likely to have an income above $150,000 than the average internet user.

• They are more than twice as likely to own web-enabled games consoles, and 57% more likely to own a flat screen or plasma TV.   

• Digital player owners are less likely to be TV addicts – 45% watch less than 19 hours of TV a week. By comparison, only 38% of Internet users watch less than 19 hours of TV every week

• This group are more likely to use the Internet while watching TV and visit related sites. They are also 40% more likely to research products than the average Internet user.

• These consumers tend to be keen internet users, with 83% going online seven days a week.

This research appears to back up an earlier survey by the Consumer Electronics Association, which highlighted differences between ‘searchers’ and ‘non-searchers’.

Searchers were more likely to be clued up on the latest technology and spend more time researching and comparing electronics products on search engines.

Graham Charlton

Published 16 November, 2006 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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