O perfil dos que usam LAD

« (...) a new study from BIGresearch, the market research firm, manages to flesh that MP3 user profile considerably, telling us just just how young, educated and wealthy these users are, as well as providing insight into their consumption habits.  (...) These details come from BIGresearch’s Simultaneous Media Survey, which surveys 15,000 consumers twice a year, asking them a wide variety of questions about consumer behavior. Mining down into the data shows more men than women use MP3 players. Some 64.4 percent of MP3 users are male. They tend to be younger, as noted. Nearly 80 percent of those who own MP3 players were 44 or younger, versus about 53 percent of non-MP3 users. Some 28.7 percent of MP3 owners were in the 25-34 age group, versus 18.1 percent. And 25.7 percent are between 34-44, against 21.8 percent for non-users. Despite their youth, MP3 users earn more, $67,854 a year versus $50,000 for Americans generally. Some 52.1 percent are from homeowner households. (...) Also interesting, the most influential media were traditional. Word of mouth was listed as the top influencer, at 54.6 percent versus 42.5 percent for non-MP3 users. Right after came an article on a product, at 46 precent versus 33.8 percent. Third came magazines at 43.5 percent versus 26.8 percent.» (fonte: Media Life, The less than glamorous MP3 user set; Forget the hype. They're much like all of us.», By Heidi Dawley, Feb 26, 2006)