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Wireless Web Users as Innovators

New research released by Ipsos Insight in the U.S. shows that people who access the Web wirelessly are particularly likely to invest in a wide range of products and services tied to consumption of digital content. Based on a representative survey of Web-connected American adults, these �wireless Webbers� are significantly more likely than those relying on wired broadband or dial-up access to own and use digital content products and services.

Wireless access is strongly correlated with use of products and services supporting an enhanced digital experience (wireless home networks, digital cable, DVRs, projection TVs, hi-fi DVDs, dual disc CDs, and gaming consoles); greater digital portability (notebooks PCs, CD/DVD burner, MP3 players, camcorder, PDAs, and PEDs, or personal entertainment devices); and access to broader digital content (subscription to music services, satellite radio, and online gaming). Wireless Webbers are also more likely than others to use VoIP.

In addition, wireless Webbers are more likely than others online to report intent to purchase a fairly wide range of big ticket and/or �media immersion� investments � flat panel and HDTVs, Mac computers and desktops (consistent with media center-oriented PCs), media servers, and dual disc CDs.

The wireless Webbers, as a group of digital innovators with inherently greater interest in all of these products and services, cut across demographic groups. Directionally they are a bit more affluent, but not fundamentally so, though they are significantly more likely to have post-graduate degrees. The breakdown of wireless Webbers by gender shows that 51 percent are male, and 49 percent are female. �The demographic profiles of wireless Webbers is strikingly similar to the overall Web audience, underscoring the common fact � too little acknowledged � that so often �surface� descriptors like demographics do a lousy job of anticipating either behaviors or underlying needs and motivations.�

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