Avid gadget buyers seen as arrogant: Survey

Avid gadget buyers are assertive and possibly arrogant, a survey into personality traits of technology consumers has said.

Avid gadget buyers are assertive and possibly arrogant, a revealing survey into personality traits of technology consumers has suggested.

The research, which looked at 20 ‘mindsets’ including openness, creativity, self-esteem and spontaneity, showed that avid technology consumers tended to score high in personality traits such as leadership, dynamism and assertiveness – but low in modesty.

“A lot of previous research points to wealthy young males as early adopters of technology,” said Sarah Welch, lead author of the study by Internet ad network firm Mindset Media in partnership with Nielsen Online.

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“But this study tells us that there are characteristics beyond age and gender and income that are also extremely highly correlated with tech consumption,” she stressed, adding low levels of modesty also correlate with ‘badge-buying’ or a tendency to buy luxury brands.

Welch said the findings of the online study involving 25,000 American adults, could have implications for gadget firms looking to attract a new set of consumers and could impact the way such products are designed and marketed.

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