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Gadget Gurus

Let tech trendsetters spread the word about your product.

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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 seekthe advice of tech-savvy friends or family members who constantlyhave 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 totechnology-driven opinion leaders--those who try products andtechnologies first and then chat about their experiences online viablogs, discussion forums and the like. A Burson-Marsteller studyestimates 86 percent of tech-fluentials are sought by family,friends and colleagues for advice. (As the resident tech-fluentialin Entrepreneur's editorial department, I can attest tothis.)

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