February 9, 2007

BMW owners are early adopters of new technology and media – survey

New York, New York – Scarborough Research, a market research firm which identifies the shopping, media and lifestyle patterns of adults in the United States, found that BMW owners are among America’s earliest adopters of new technology and media. The finding is part of the recent Scarborough Research/RAB Automotive Study, a report profiling the top-selling domestic and foreign vehicles.

According to Scarborough, BMW owners are more likely than the national average to have personal technologies (such as iPods/MP3 players and personal digital assistants) and new entertainment media (including HDTV, DVRs such as TiVo, and digital cable).

The propensity of BMW owners to adopt new technology and entertainment media could be indicative of potential interest in high definition radio. This interest in new technology is complemented by the fact that owners of luxury vehicles are avid radio listeners. Scarborough finds that people planning to purchase a luxury vehicle in their household during the next year are 20 percent more likely than the national average to be among radio’s most avid listeners.

The Scarborough Research/Radio Advertising Bureau Automotive Report is available online at Scarborough.com and RAB.com provides information on the lifestyles, demographics, online behaviours and radio preferences of owners of vehicle brands.

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