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Profile of the tech elite They make up just 6 percent of the U.S. population May 20, 2008 Once being digitally hip called for little more than a cell phone and broadband. But just who are these hip Americans? The findings were in many ways what one would expect. The group tends to be young and affluent, also males. They're early adopters as well, and all that makes them ideal targets for marketers, especially marketers of gadgets. Interestingly this group also has a higher percentage of Hispanics and Asians than the general population. They're most likely to live in the West. The city with the highest percentage of digitally savvy residents is Austin, Texas, at 12 percent. Others in the top four are Las Vegas, Sacramento and San Diego, with each having 10 percent of its residents falling into this category. Their affluence means these tech savvies are heavy luxury consumers too. Some 27 percent went to an upscale restaurant in the past month versus just 13 percent of the general population. And 12 percent spent $500 or more on business clothes compared to 4 percent. They also spend heavily online, with 54 percent spending $500 or more last year compared to 25 percent of the general population. Thanks to all that time commuting, they are heavier-than-average radio listeners and more likely than average to be exposed to out-of-home advertising. They are average newspaper readers, but more inclined than most to read the New York Times, the Wall Street Journal or USA Today. They are light broadcast TV viewers but heavy in terms of their use of cable TV and other premium services. They are also more likely to tune into MSNBC, CNN or CNBC, but not Fox News. Meanwhile, in online ratings for the week ended May 11, according to Nielsen Online, Google claimed the top spot among parent companies, followed by Microsoft, Yahoo, Time Warner and News Corp. Online. The top five brands were Google, Yahoo, MSN/Windows Live, Microsoft and AOL Media Network for the eighth straight week. Experian Group Limited regained the No. 1 advertiser spot with 5.8 million impressions, knocking Nextag down to No. 2 at 5.6 million. With 27.9 million ads served, Yahoo was again the top advertising site, well ahead of No. 2 MySpace at almost 5 million.
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