College life is not just about drinking beer: In a rare instance, Apple Computer'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.

In the year-ago study, only 59 percent of students named the iPod as "in," putting the gadget well below

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