The "New Geeks" market is now worth £8.2bn a year and they are among the highest-spending social groups in the country, a survey found.
The New Geeks are still obsessed with computer games, but their IT skills mean many are in high-earning jobs with plenty of cash to spend. And where they may once have been bullied for not being fashionable enough, they are now seen as being ahead of their time, with top brands trying to tap into the "geek mindset" to spot the next new trend.
Contrary to assumptions that the classic geek is a solitary young man in his bedsit, the report found a third of them are female. One in five is classed as a high-earner with an annual income of more than £50,000.
The UK's estimated six million New Geeks are still loyal to their childhood passions. One in five has a weblog.