Gadget Buyers Seen as Assertive, Even Arrogant

NEW YORK (Reuters) – Know someone who loves gadgets and can’t wait to buy the newestmodel? Chances are you would describe them as assertive and a strongleader — and possibly arrogant, according a U.S. research.

An online study evaluating the characteristics of 25,000 Americanadults found avid technology consumers tended to score highly inpersonality traits such as leadership, dynamism and assertiveness –but low in modesty.

"A lot of previous research points to wealthy young males as earlyadopters of technology," said Sarah Welch, lead researcher at Internetad network firm Mindset Media that conducted the study in partnershipwith Nielsen Online.

"But this study tells us that there are characteristics beyond ageand gender and income that are also extremely highly correlated withtech consumption," she added.

The study looked at 20 personality traits or "mindsets" including openness, creativity, self esteem and spontaneity.

Respondents were rated on a scale of 1 through 5, with 1representing those who demonstrated the least amount of a given mindsetand 5 representing those who demonstrated the highest intensity of amindset.

Those who scored a 5 in leadership were 68 percent more likely tohave purchased three or more computers in the past two years, the studyfound.

Likewise, respondents who rated highly in assertiveness were 62percent more likely to purchase a new cell phone when the newest modelarrived on the market.

Although tech consumers don’t fit a typical demographic mold, the findings weren’t entirely surprising, Welch said.

"If you look at those with qualities of a modern leader, they’re often forward-facing and interested in what’s next," she said.

"And those who are really assertive are the types to grab life bythe horn, so it also makes sense that when they see something they wantor like they go straight for it."

Welch said the results could have implications for technologycompanies looking to attract a new set of consumers and evenpotentially impact the way such products are designed.

But the study also found that avid tech consumers were also likelyto be low in modesty and may be perceived as conceited or arrogant byothers.

Low levels of modesty also correlate with what Welch calls "badge-buying", or a tendency to buy luxury brands.

"So there’s an element of pride in being able to have the latest andgreatest, not just in the realm of technology, but in all other areas,"Welch said.

(Reporting by Lara Hertel; editing by Belinda Goldsmith)