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Study: Early gadget adopters 'conceited' and 'arrogant'

In a new study by Mindset Media and Nielsen Online emerges a more nuanced profile of gadget lovers who tend to buy new technology early and often.The old profile?
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Written by Andrew Nusca, Former editor on

In a new study by Mindset Media and Nielsen Online emerges a more nuanced profile of gadget lovers who tend to buy new technology early and often.

The old profile? Wealthy young males.

The new? Assertive leaders who are, ahem, low on modesty.

The study, via Reuters, elaborates:

Avid tech consumers were also likely to be low in modesty and may be perceived as conceited or arrogant by others.

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 and greatest, not just in the realm of technology, but in all other areas."

So what the the implications? Either a class of leaders -- or a class of jerks:

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 by the horn, so it also makes sense that when they see something they want or like they go straight for it."

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

Well, what say you, readers? Are you arrogant, or do you just "grab life by the horns?" Tell us in TalkBack.

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