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People new to electronic music don't like techno or ambient, and certainly not psy-trance without vocals or cheesy guitars. They like relatively un-repetitious tracks with structures that are nevertheless simplistic (i.e intro, chorus, break, chorus, refrain, chorus, outro) and usually vocals.
People who've spent their whole life listening to rock, hip-hop or pop are used to plenty of vocals, little repetition and obvious, in-your-face melodies that are catchy and extremely recognisable, which is why songs like Children and Sandstorm became so popular despite a lack of lyrics.
If your friend is a rock fan, I'd start him off on Hot Chip, Boyz Noise or Justice as you already suggested. If he's into other stuff at the moment or is more willing to dive headlong into electronic music, commercial house music is very approachable. Axwell, Daft Punk, Mylo, Linus Loves, Calvin Harris and Ian Carey would all work well in this respect. From here he'll be able to discover other things and gain a slow appreciation of more repetitive and subtle music.
edit: as the guy above said, big beat and stuff of that ilk is also good. Fatboy Slim, Chemical Brothers, Basement Jaxx, The Prodigy, Underworld etc.
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