Chasing Early Adopters

If you were asked to list the top US “early adopter” cities you might start in Silicon Valley. Nope. Austin tops the list, then Las Vegas and Sacramento followed by San Diego, Washington DC, Seattle, Phoenix, Chicago, New York and San Francisco.

The Scarborough report is a free 70 page report that aims to hone in on the “digital savvy” of the US population. The report has narrowed these people down to a small 6% of Americans who have adopted certain digital behaviors — they have DVRs, MP3 players, HDTV; they are likely to use VOD, VOIP and more advanced mobile device features. The report busts assumptions that early adopters are all MySpace users (they’re more likely to read ESPN.com and CNN.com). Download the report for the full demographic analysis.