New research by the world’s leading (dare we say only) iPod academic reveals that owners of the iconic MP3 player hate mobile phones and love being able to shut out the world’s distractions.

British sociologist Michael Bull, better know as Professor Pod, made the claims at a technology conference in Canada.

Based on over 1,000 interviews with iPod owners, it is thought the findings will be a crushing blow for mixed-media marketers desperate to cash in on the global cultural phenomenon that is the iPod.

“These people are already screening out ads,” said Mr Bull, who teaches media and technology at the University of Sussex.

“They have a greater facility for the technology, obviously, but it doesn’t mean they’re going to want to watch crappy TV shows, whilst they move, on a one-inch screen,” he sniped.

The findings of Mr Bull’s research are due to be published in a book unravelling the cultural impact of the device out next spring.

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