Austin, TX, is the most “Digital Savvy” city, according to a new analysis from consumer and media research firm Scarborough Research. Twelve percent of Austin adults are Digital Savvy*, and they are almost twice as likely as the national average to be in this leading edge consumer segment. Las Vegas, NV, Sacramento and San Diego are also leading Digital Savvy cities, with 10 percent of their residents having this higher level of technological orientation and adoption. Nationally, six percent of all consumers are classified as Digital Savvy.
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In terms of purchasing patterns, Digitally Savvy consumers are a luxury-oriented group. They are 56 percent more likely than the average consumer to own or lease a luxury vehicle; 175 percent more likely to have spent $500 or more on men’s or women’s business clothing during the past year and 49 percent more likely to own a second home. Online, this consumer group is equally high-end in its shopping behavior. More than half (54 percent) of the Digital Savvy spent more than $500 online during the past year, and 35 percent spent upwards of $1,000 during that timeframe. They are far more likely to spend online in high-end purchasing categories, such as automotive and travel, as well as every day items, such as books and clothing.
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