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Gadget Gurus

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This story appears in the September 2005 issue of Entrepreneur. Subscribe »

When consumers are in the market to purchase a new tech gadget, whether it's a digital camera or a computer, they often seek the advice of tech-savvy friends or family members who constantly have their finger on the pulse of what's cool and useful. Global PR agency Burson-Marsteller has dubbed this group "tech-fluentials."

Who exactly are these tech-fluentials? The term refers to technology-driven opinion leaders--those who try products and technologies first and then chat about their experiences online via blogs, discussion forums and the like. A Burson-Marsteller study estimates 86 percent of tech-fluentials are sought by family, friends and colleagues for advice. (As the resident tech-fluential in Entrepreneur's editorial department, I can attest to this.)

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