The traditional image of Britain's ruling classes commuting into the City from the home counties in their pinstriped suits has been turned on its head.

New research suggests Britain's most influential citizens are remarkably hi-tech - they are more likely to work on their home computers at the weekend than be tied to a nine-to-five office routine.

The latest results from the VIPer (very important people) research panel shows nine out of 10 professionals are online at home, with one in three having the luxury of working from home at least one day a week.

Two-thirds of VIPers with a home computer said they used it for work, while nearly a sixth said their main office was at home.

The typical VIPer home is filled with gadgets as most contain a home computer, printer, fax machine and scanner.

More than half the respondents said they stuck to brands they knew and trusted when shopping for electronic goods.

Sony was the most popular brand for everything except stereos. When it came to music, VIPers preferred the minimalist designs of the German manufacturer, Bang and Olufsen.

"This research should give brand owners a lot of confidence because it shows the power of brands is still very strong," said Denise Turner, the research director at the media agency, Media Planning.

"This is particularly important for VIPers. They tend to be cash rich but time poor because they are prepared to spend a bit more on brands they know rather than spending time shopping around."