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COMPUTER TRACKING SERVICE REVEALS NEW CONSUMER DEMOGRAPHICS: PC USERS ARE YOUNGER, SMARTER AND AFFLUENT

 COMPUTER TRACKING SERVICE REVEALS NEW CONSUMER DEMOGRAPHICS:
 PC USERS ARE YOUNGER, SMARTER AND AFFLUENT
 NORTHBROOK, Ill., Sept. 23 /PRNewswire/ -- According to the new computer tracking service called PC Watch, more than 64 million Americans regularly use personal computers either at home, at school or at work.
 Introduced last June, PC Watch is designed to provide high- technology companies with accurate consumer data, much like Nielsen does for the television industry, or Arbitron for the radio industry.
 Created by Tech Scan, an affiliate of the Philadelphia-based research company MSI International East, this first PC Watch report reveals that personal computer usage is growing, with 34 percent of all U.S. households regularly using an IBM or a Macintosh personal computer.
 Scott Johnson, president of Tech Scan, said this first PC Watch report points to the viability of personal computers and their growing use, especially among the young and the affluent.
 "It is interesting for us to learn that so many Americans find the personal computer to be a necessity, and that they use it both on and off the job. It certainly appears hardware and software manufacturers are battling for market share and we look forward to providing PC Watch customers with insights into the marketing factors that drive sales," he said.
 Johnson noted that, demographically, PC and MAC users are quite different from non-users because they tend to be younger, are more likely to have children under 18 years of age, and have more education and greater incomes than non-users.
 Specifically, the PC Watch service revealed that:
 -- Four-in-five PC and MAC users own an IBM or IBM-compatible PC. About one in 20 (5 percent) use a MAC only, with 13 percent using both PCs and MACs.
 -- About three-fourths of PC/MAC users have a word processing program installed on the PC or MAC they use most often. Roughly one- half have a spreadsheet installed, with 40 percent having a data base. No more than one-third of PC/MAC users have any other type of software.
 -- On average, PC/MAC users have been using their computers for five years, and use it approximately 18 hours per week. However, only one in five consider themselves an advanced or expert software user.
 -- About 25 percent regularly read a computer publication. Windows users are more likely to read a PC magazine relative to non-users.
 -- The work-at-home, recreational and educational market account for about 30 percent of end-users, small companies 27 percent, medium companies 18 percent, and large companies 29 percent.
 Tech Scan is an affiliate of MSI International East. Its mission is to address the research needs of high technology clients across the United States. MSI International, founded in 1968, currently has offices in Philadelphia, Chicago and Los Angeles, and specializes in large-scale consumer research for clients such as Microsoft, Toyota, Campbell Soup Company, Lexus, ALPO Petfoods and others.
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 /CONTACT: Scott Johnson, president of Tech Scan, 708-205-5525, or Dava Guerin of Guerin & Kapnek Communications, 215-830-1441, for MSI International East/ CO: MSI International East; Tech Scan ST: Illinois, Pennsylvania IN: CPR SU:


MK-CC -- PH018 -- 2587 09/23/92 11:21 EDT
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Publication:PR Newswire
Date:Sep 23, 1992
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