Digital Media Infographic

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Scarborough Digital Media Infographic

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Digital Media Infographic

  1. 1. Digital Media. All four markets index high forhousehold incomes over $250,000 peryear. AFFLUENCE All four markets have high numbers of adults who have a college degree or higher, compared to the U.S. overall (26%). EDUCATION 40+39+35+2939%40% 35% 29% All four markets have high levels of white-collaremploymentcompared to all U.S. adults (38%). 49+47+46+4147%49% 46% 41% EMPLOYMENT GENERATION Allfourmarketshavehighnumbers of Generation X-ers compared to the U.S. overall (27%). 31+30+30+2930%31% 30% 29% CHILDREN Threeofthemarketsrankhighfor having children age 17 and under livingintheirhouseholdcompared to the U.S. overall (39%). 45+41+41+3841%45% 41% 38% What qualities do theyshare that keep them in the top ten markets across the board? ������������������������������������������������SAN FRANCISCO, CA WASHINGTON, DC AUSTIN, TX BALTIMORE, MD SALT LAKE CITY, UT COLORADO SPRINGS, CO DALLAS, TX ATLANTA, GA COLUMBUS, OH NORFOLK, VA SEATTLE, WA KANSAS CITY, MO PORTLAND, OR 2 0 0 9 2 0 1 2 22% 21% 59% 21% 62% 21% 59% 20% 61% 20% 20% 61% 20% 60% 20% 60% 19% 62% 61% 60% U S E D T H E I N T E R N E T I N P A S T 3 0 D AY S F O R Social Networking Source: Scarborough USA+ Study, Release 2, 2009, 2012. © 2013 Scarborough. Top 10 Local Markets in 2009v. 2012 2012 2009 I N T H E P A S T 3 0 D AY S Accessed Internet 2012 2002 WASHINGTON, DC BOSTON, MA AUSTIN, TX SALT LAKE CITY, UT SAN FRANCISCO, CA MINNEAPOLIS, MN HONOLULU, HI SACRAMENTO, CA ALBANY, NY NEW YORK, NY NEW ORLEANS, LA SYRACUSE, NY 2 0 0 2 2 0 1 2 U S E D T H E I N T E R N E T I N P A S T 3 0 D AY S F O R NewspaperWebsite Source: Scarborough USA+ Study, Release 2, 2002, 2012. © 2013 Scarborough. 29% 36% 24% 39% 23% 31% 22% 21% 33% 21% 20% 20% 20% 32% 40% 34% 19% HARRISBURG, PA PHILADELPHIA, PA WEST PALM BEACH, FL 32% 31% 31% ������������������������������������������������������������ ATLANTA, GA LAS VEGAS, NV WASHINGTON, DC MIAMI, FL LOS ANGELES, CA HONOLULU, HI SACRAMENTO, CA NEW YORK, NY MEMPHIS, TN AUSTIN, TX DALLAS, TX 2 0 0 7 2 0 1 2 U S E D T H E I N T E R N E T I N P A S T 3 0 D AY S O N A Smartphone Source: Scarborough USA+ Study, Release 2, 2007, 2012 . © 2013 Scarborough. 37% 52% 36% 36% 52% 34% 52% 34% 35% 33% 33% 50% 57% 56% 33% HOUSTON, TX KANSAS CITY, MO SAN FRANCISCO, CA 53% 52% 50% DENVER, CO 50% 2007 2012 SAN FRANCISCO, CA AUSTIN, TX WASHINGTON, DC HOUSTON, TX RICHMOND, VA DALLAS, TX MEMPHIS, TN SACRAMENTO, CA RALEIGH, NC HARTFORD, CT 2 0 0 2 2 0 1 2 U S E D T H E I N T E R N E T I N P A S T 3 0 D AY S T O Listento Radio Source: Scarborough USA+ Study, Release 2, 2002, 2012. © 2013 Scarborough. 11% 26% 10% 32% 10% 25% 9% 9% 9% 9% 9% ATLANTA, GA 28%9% 27% 26% DENVER, CO SAN ANTONIO, TX COLUMBUS, OH 26% 26% 25% SEATTLE, WA 25% 2002 2012 2002 2012 A S C A R B O R O U G H I N F O G R A P H I C FOLLOW US ON & Telling the local story. How can you tell the local story of how online media consumption has evolved over the past few years? Local market consumer insights firm Scarborough illustrates how identifying the top local markets in key areas of online media use can help paint a picture of national trends. But what happens when an intriguing pattern emerges? How can marketers narrow their focus, using layers of data to reach audiences and consumers more efficiently? These four markets are almost always in the top ten for every online media activity in every year measured. But that isn’t the whole story. I N D E X 285 I N D E X 297 I N D E X 126 I N D E X 113 Washington, DC Atlanta, GA San Francisco, CA Austin, TX Source: Scarborough USA+ Study, Release 2, 2002, 2012. © 2013 Scarborough. San Francisco, CA adults are nearly three times more likely than all U.S. adults to have an annual household income of $250K. In 2002, Portland, OR was not a Top 10 Market for internet access. In 2012, Boston, MA was not a Top 10 Market for internet access. Did you see that? What’s up with Atlanta, Austin, San Francisco, and Washington, DC? Every market has its own local flavor that influences the motivations behind their behavior. Austin, Atlanta, San Francisco and Washington, DC share some qualities, but the reasons behind their actions are complex and diverse. Top 10 Local Markets in 2002v. 2012 Top 10 Local Markets in 2007v. 2012 Top 10 Local Markets in 2002v. 2012 67% AUSTIN, TX WASHINGTON, DC SEATTLE, WA SAN FRANCISCO, CA DENVER, CO SALT LAKE CITY, UT BOSTON, MA SAN DIEGO, CA ATLANTA, GA MINNEAPOLIS, MN COLORADO SPRINGS, CO PORTLAND, OR 2 0 0 2 2 0 1 2 69% 85% 69% 85% 68% 86% 66% 84% 86%64% 64% 64% 83% 64% 83% 64% 85% 83% 83% Top 10 Local Markets in 2002v. 2012 Atlanta adults are 56%more likely to live in a household that plans to buy a smartphone in the next year. Austin adults are 39%more likely to think social networking is very important for playing games. Austin adults are 31%more likely to own a smartphone. Austin wireless adults are 51%more likely to use a wireless phone for online banking than all wireless adults. They’re also more likely 67%to visit LinkedIn, and 24%more likely to think social media is very important for meeting or networking with professional contacts. Washington, DC adults are 40%more likely to have clicked on a social media advertisement in the last 30 days. For purchase information for this, or any other consumer topics, please contact: Scarborough Haley Dercher • 646.517.1042 hdercher@scarborough.com dialog.scarborough.com FOLLOW US ON & Atlanta adults are 25%more likely to agree that they feel really good about seeing celebrities in the media that share their ethnic background. Washington, DC adults are 27%more likely to agree completely that they often find themselves in a leadership position. They’re also more likely 23%to agree completely that their goal is to make it to the top of their profession. San Francisco adults are 48%more likely to have graduated college, and are more likely to have post-graduate education. 68% They’re also 11%more likely to agree that they strive to achieve high social status, and more likely to agree completely that they consider themselves sophisticated. 30% Austin adults are 11%more likely to agree that they like to live a lifestyle that impresses others. Austin adults are 38%more likely to disagree completely that they consider themselves to be sociable. Atlanta adults are 16%more likely to have children under the age of 17 living in their home. They’re also 20% more likely to agree that they are more connected to their ethnic heritage than their parents are. Washington, DC wireless/cell phone owners are 20%more likely to check for news, weather, or traffic than all wireless/cell phone owners. San Francisco adults are 39%more likely to plan to buy a tablet in the next year, and more likely to plan to buy a smartphone. 27% SALT LAKE CITY, UT 33% NEW YORK, NY 8%

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