iPod Beats Beer

You probably saw the headlines in the past week or so, touting the findings that the iPod has a new status on college campuses: Number One In Item For The Culturally Relevant Student.

One such report:

Apple Computer Inc.'s iconic iPod music player surpassed beer drinking as the most "in" thing among undergraduate college students, according to the latest biannual market research study by Ridgewood, N.J.-based Student Monitor.

Nearly three quarters, or 73 percent, of 1,200 students surveyed said iPods were "in" - more than any other item in a list that also included text messaging, bar hopping and downloading music.

The only other time beer was temporarily dethroned in the 18 years of the survey was in 1997 - by the Internet, said Eric Weil, a managing partner at Student Monitor.

There you go. Another indicator that the iPod will likely remain the top music player for some time. Although, fads do come and go rather quickly. Remember the popularity of streaking back in the 70s? Yikes.