New York, NY (February 13, 2007) (PRNewswire)–Scarborough Research finds that BMW owners are among America’s earliest adopters of new technology and media. 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).
According to the report, 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 consumer is ready for advanced technology to integrate in many areas of their lives including radio listening. Given that luxury car drivers are also avid radio listeners, this is a great place to begin,” said Howard Goldberg, senior vice president, radio services, Scarborough Research. “BMW’s recent announcement to offer high-definition radio will most likely receive consumer receptivity and installation will certainly pave the way for other manufacturers to follow.”
The Scarborough Research/Radio Advertising Bureau Automotive Report, issued as part of the Annual RAB Conference in Dallas, provides information on the lifestyles, demographics, online behaviors and radio preferences of owners of vehicle brands.
Scarborough www.scarborough.com is a joint venture between Arbitron Inc. and The Nielsen Company.