Today’s consumers are more connected to their electronic devices and gadgets than ever before. To provide insight on the demographic traits and behavioral tendencies of the consumers that purchase electronics in America, Experian Simmons analyzed relevant information from its 2009 National Consumer Study and New Media Study. Key findings include:

• Seventy-one percent of new TV buyers in 2009 reported purchasing either an LCD or plasma TV, more than double the rate in 2006
• Nearly half of all TV buyers reported that the screen size of their most recent purchase was 40 inches or larger
• Between 2006 and 2009, ownership of VCRs among US households dropped 13% to 79%. Meanwhile, DVR ownership doubled
• The most popular mobile function today is taking pictures, which 70% of mobile phone owners do each month
• Video gaming among adults grew a relative 9% between 2007 and 2009, with half of almost all adults now saying they own or play games

With the winter holiday season heading our way, candy consumption will surely rise. Experian Simmons reviewed data from its Spring 2009 Kids Study: Full Year and its National Consumer Study to gain insight on Americans who are most likely to consume candy, as well as what types of candy they prefer. Key findings from the analysis include:

• Seventy-five percent of all U.S. Adults say they eat chocolate or hard candy.
• Ninety-six percent of American children ages 6 to 11 say they eat chocolate or hard candy with little difference across age groups. Older kids, though, indulge more frequently than their younger friends.
• Specifically, kids ages 10 and 11 are 16 percent more likely than the average kid to say that they eat 6 or more servings of candy per month. Young children ages 6 and 7 who are most reliant on their parents for their candy supply are the least likely to have 6 or more servings a month.

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The highly-anticipated 2009 NFL Season is now upon us. With free agency and today’s transient popluation, many fans show their allegiance to specific players rather than teams – and over the past years their loyalties have poured into their fantasy football leagues.

Experian Simmons reviewed data from its Spring 2009 National Consumer Study/National Hispanic Consumer Study to gain insight on Americans who play in fantasy sports leagues. For this report, this consumer is defined as being very or somewhat interested in the NFL and having participated in a sports fantasy league in the last 12 months. Certain trends were uncovered specific to this group, including:

• Fans that work full-time and are employed by others are the Americans most likely to have participated in a fantasy sports league during the last 12 months.
• Those who are most likely to have participated in a fantasy sports league are between the ages of 18 and 44; and close to a third of them are between 25 and 34 years old.
• They are most likely to have never been married.

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