iPod Is Bigger Than Beer

Everyone knows the iPod is big, but in certain circles it is so big, it is almost unbelievable. One such circle is college students, where apparently, the iPod is more popular than beer.

According to the latest biannual market research study by Ridgewood, N.J.-based Student Monitor, Apple's iPod surpassed beer as the most "in" thing among undergraduate college students. Of the 1,200 students surveyed, 73 percent said iPods were "in", a score that tops any other item on the list, which also included text messaging, bar hopping and downloading music.

Last year, the iPod was also "in", but only at 59 percent, putting it well below alcohol-related activities. This is a rare occurrence, the only other time beer was dethroned in the 18 years that the study has been ongoing being 1997, when "the Internet" took the number 1 spot.

While beer will probably take back the number one position soon enough, the fact that it was dethroned by the iPod is still "a remarkable sign," said Eric Weil, a managing partner at Student Monitor. "For those who believe there's an excessive amount of drinking on campus, now there's something else that's common on campuses."