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Early Adopters Pleased With XM Satellite Radio: Study

January 31, 2002

Early adopters of XM satellite radio -- predominately tech-savvy affluent men -- are pleased with their XM purchase, rating the technology as “easy to use” with “excellent” sound quality, according to a new study.Respondents reported overwhelmingly positive views of XM. 78 percent reported the sound quality was “excellent,” and 59 percent reported using XM was “very easy.” Crutchfield XM buyers are predominately male (90 percent), affluent, and between 25 and 54 years old.Respondents reported frequent consumer electronics purchases over the last six months: 40 percent report buying at least one computer, 34 percent bought a digital camera, and 33 percent bought a DVD player.Crutchfield Corp., a direct retailer of home and mobile consumer electronics, on Jan. 31 announced initial results from the study of XM buyers.“Our research proves what I have suspected – XM satellite radio is one of the most exciting new technologies ever introduced,” said Bill Crutchfield, CEO. “Since I founded our company 28 years ago, Crutchfield has relied on consumer research to evaluate the acceptance of new technologies like XM satellite radio.” Crutchfield currently sells XM satellite radio products manufactured by Sony and Pioneer, as well as XM accessories manufactured by Terk and Antenna Specialists. In April, Crutchfield will begin selling Alpine XM products. About CrutchfieldFounded in 1974, Crutchfield Corp. says it is the nation's largest direct integrated marketer (catalog, call center, and Internet) of consumer electronics products.The company's catalogs are mailed to approximately 7 million households.Crutchfield says it was the first vendor-authorized audio/video retailer on the Internet, launching its web site (www.crutchfield.com) in the summer of 1995.
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