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Scarborough Research: Chattanooga Facts and Insights

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Scarborough Research recently visited AAF Chattanooga and shared exclusive insights about Chattanooga, TN.

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Scarborough Research: Chattanooga Facts and Insights

  1. 1. Chattanooga, USA A Local Market Perspective Gary Meo SVP Print & Digital Media ServicesCopyright © 2012 Scarborough Research.Confidential and proprietary. 1
  2. 2. Agenda Brief Scarborough overview How well do you know Chattanooga? Demographics Trends Activities and interests Voting and politics Media offline and online ConclusionCopyright © 2012 Scarborough Research.Confidential and proprietary. 2
  3. 3. Scarborough is… Local market experts and the leading authority 1 on American consumers locally Measure 110 Local Markets 2 Nationally comprehensive 200,000+ adults surveyed nationally 3 Two phase methodology – telephone and mail/internet 4 2,000 + categories and brands 5 J/V between Nielsen & ArbitronCopyright © 2012 Scarborough Research.Confidential and proprietary. 3
  4. 4. Scarborough Measures… Strategic marketer/advertiser applications Shopping/Retail Product/Service Entertainment/ Behavior Consumption Lifestyle Media • Shopping Centers • Alcoholic/Non- • Sports Involvement • Malls Alcoholic Beverages • Newspaper • Department Stores • Events Attended • Automotive • Radio • Drug Stores • Leisure Activities • Banking & Financial • TV-Broadcast • Supermarkets • Personal Activities • Computers • TV-Cable • Convenience Stores • Voting Behavior • Fast Food & • City/Regional • Discounters Restaurants Magazines • Mass-Merchandisers • Home Improvement Demographics • Out-of-Home • Specialty Shops • Clothing Stores • HealthCare/Insurance • Direct Mail • Sporting Goods • Travel • 24 Individual & • Yellow Pages • Furniture Stores • Business-to-business HH Level Measures • Computer • Coupon Usage • Internet Usage • Lifestyle Changes • On-Line/Internet • On-line and Off-line • Telecommunications HealthView, PRIZM, Personicx, Tapestry, MOSAIC, VALS, ProprietaryCopyright © 2012 Scarborough Research.Confidential and proprietary. 4
  5. 5. Our Clients ... NEWSPAPER MOBILE RADIO TELEVISION ONLINE OUT-OF-HOME MARKETERS SPORTS & AGENCIESCopyright © 2012 Scarborough Research.Confidential and proprietary. 5
  6. 6. How well do you know Chattanooga?Copyright © 2012 Scarborough Research.Confidential and proprietary. 6
  7. 7. Chattanooga is… 1 Nielsen DMA #86 with 366,790 TV HHLDS (between #85 Madison, WI and # 87 Harlingen, TX) A DMA comprised of 17 counties (10 in Tennessee, 6 in 2 Georgia and 1 in North Carolina) 3 Home to 741,344 adults age 18+ Home to the MiLB team Chattanooga Lookouts (over 96K 4 attended a game and over 60K listened to a game on the radio or watched a game on TV in the past 12 months) Home of Volkswagen North American manufacturing 5 headquarters (over 37,000 adults plan to buy a new/leased vehicle in the next 12 months)Copyright © 2012 Scarborough Research.Confidential and proprietary. 7
  8. 8. Coke or Pepsi? 43% 7%Source: Scarborough Chattanooga R 1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344)Includes regular and diet soft drinks brands drank most often. Copyright © 2012 Scarborough Research. Confidential and proprietary. 8
  9. 9. Coke Classic or Diet Coke? 25% 11%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344)Soft drinks brands drank most often – Coca-Cola Classic and Diet CokeCopyright © 2012 Scarborough Research.Confidential and proprietary. 9
  10. 10. Target or Walmart? 21% 72%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344)Bought at Target or Walmart in the past 30 days Copyright © 2012 Scarborough Research. Confidential and proprietary. 10
  11. 11. Burger King or McDonalds? 22% 45% 34%Source: Scarborough Chattanooga R1 2012 and USA+.Base = Total Chattanooga DMA adults age 18+ (741,344)Fast food restaurant visited for breakfast/lunch/dinner in the past 30 days Copyright © 2012 Scarborough Research. Confidential and proprietary. 11
  12. 12. Boxers or Briefs?Copyright © 2012 Scarborough Research.Confidential and proprietary. 12
  13. 13. Chattanooga #1 for ... #1 • Plan to buy a compact car in the next 12 months #1 • Healthcare practitioners and technical occupations #1 • Drink PowerAde most often #1 • Drinking Caffeine Free Coke in the past 7 days #1 • Watched the Cartoon Network in the past 7 days #1 • Ate breakfast at Hardees in the past 30 days #1 • Shopped at Wal-Mart in the past 3 months #1 • Listening to Religious radio format (M-S 6am-Mid cume)Based on Horz% (index) measured by Scarborough USA+ R1 2012 Copyright © 2012 Scarborough Research. Confidential and proprietary. 13
  14. 14. Demographic ProfileCopyright © 2012 Scarborough Research.Confidential and proprietary. 14
  15. 15. East South Central Census Division •Alabama •Kentucky •Mississippi •TennesseeCopyright © 2012 Scarborough Research.Confidential and proprietary. 15
  16. 16. Chattanooga Demographic Profile % of Pop. Index* Gender Generation Y Ages 18 to 29 18% 89 Women, Men, 51% 49% Generation X Ages 30 to 44 27% 108 Race/Ethnicity % of Pop Index Non-Hispanic White 83% 109 Baby Boomer Black/ Ages 45 to 64 35% 98 11% 60 African American Asian/other 2% 89 Hispanic 4% 122 Silent Generation Age 65+ 20% 104*Indexed against the adult 18+ population of the East South Central Census Division. Copyright © 2012 Scarborough Research. Confidential and proprietary. 16
  17. 17. Chattanooga Demographic Profile Marital Status Not Married Married 38% 62% Index 93 % of Pop. Index Index 105 Homeowners 72% 98 Rent/other 28% 105 Level of Education Household Income Index Index Post grad 104 7% Less than $35,000 95 37% College Grad 97 11% $35,000 to $75,000 109 39% Some college 102 28% High school… 98 38% $75,000 or more 94 24%*Indexed against the adult 18+ population of the East South Central Census Division. Copyright © 2012 Scarborough Research. Confidential and proprietary. 17
  18. 18. Chattanooga Work Force Occupation Summaries Employment % of Pop. Index Index Employed 55% 102 Professional and Related Occupations 130 15% Employed full-time 41% 102 (35+ hours) Employed part-time 14% 100 Sales and Office 99 11% (<35 hours) White collar 32% 109 Production, Transportation and Material Moving 101 9% Blue collar 23% 94 Not employed 45% 98 Service 88 8% Retired 19% 103 Management, Business and Laid-off/looking for 6% 106 Financial Operations 89 7% work Homemaker, student, Construction, Extraction, other 9% 93 and Maintenance, other 85 5%*Indexed against the adult 18+ population of the East South Central Census Division. Copyright © 2012 Scarborough Research. Confidential and proprietary. 18
  19. 19. What is the median annual household income in Chattanooga? U.S. $50,985 Census Division $41,710 $41,655Source: Scarborough Chattanooga R1 2012 and USA+.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 19
  20. 20. TrendsCopyright © 2012 Scarborough Research.Confidential and proprietary. 20
  21. 21. Employment 4% increase of employed Chattanooga adults in the past year Self Employed/Small Business Owner Working Moms ● 2008-49,815 ● 2008- 80,297 +32% +17% ● 2012-65,676 ● 2012- 93,763Source: Scarborough Chattanooga R 1 2008-2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 21
  22. 22. Retirees Chattanooga Adults Who Plan To Look For A Nursing Care/Retirement Facility 19,062 2010 2012 9,234 Retired Chattanooga Adults 140,083 130,707 126,053 122,104 118,604 + 15% +5% 2008 2009 2010 2011 2012Source: Scarborough Chattanooga R1 2008 – R1 2012.Base = Total Chattanooga DMA adults age 18+ Copyright © 2012 Scarborough Research. Confidential and proprietary. 22
  23. 23. Home Ownership +2% +3% -3% +1% 517,033 528,094 541,365 525,121 531,009 2008 2009 2010 2011 2012 Money Spent On Home Home Efficiency 2010 vs. 2012 Improvements Past 12months •Use energy efficient light bulbs up 117% 2008 2012 •Use less water up 142% $337 million $542 million •Own an energy saving appliance up 3%Source: Scarborough Chattanooga R1 2008 – R1 2012.Base = Total Chattanooga DMA adults age 18+ who own a home Copyright © 2012 Scarborough Research. Confidential and proprietary. 23
  24. 24. Tech Internet Access Use Wireless/Cell 40% 27% 31% 14% 60% Yes 73% Yes 69% No No 86% 2008 2012 2008 2012 HHLD obtains coupons via the internet* 122,840 57,759 +113% 2008 2012Source: Scarborough Chattanooga R 1 2008- 2012.*Base = Total Chattanooga DMA adults who accessed the internet in the past 30 days. Copyright © 2012 Scarborough Research. Confidential and proprietary. 24
  25. 25. Activities and InterestsCopyright © 2012 Scarborough Research.Confidential and proprietary. 25
  26. 26. Cat or dog? 29% 54%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 26
  27. 27. Cat or dog – among women? 27% 52%Source: Scarborough Chattanooga R 1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 27
  28. 28. What percent of Chattanooga adults have visited a casino in the past year? 55% 43% Index 11% 42 2% Source: Scarborough Chattanooga R1 2012. Base = Total Chattanooga DMA adults age 18+ (741,344) *Indexed against the adult 18+ population of the East South Central Census Division.Copyright © 2012 Scarborough Research.Confidential and proprietary. 28
  29. 29. Slots or table games? 75% 15%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ who have visited a casino in thepast year (82,124)Copyright © 2012 Scarborough Research.Confidential and proprietary. 29
  30. 30. What percent of Chattanooga adults have used a hotel/motel in the past year? 72% Index 59% 100 34% 12%Source: Scarborough Chattanooga R 1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344)*Indexed against the adult 18+ population of the East South Central Census Division. Copyright © 2012 Scarborough Research. Confidential and proprietary. 30
  31. 31. Business or vacation? 14% 51%Source: Scarborough Chattanooga R 1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 31
  32. 32. Chattanooga Around the Town % of % of % of Activities Index Events Index Interests* Index Pop. Pop. Pop. Any Gardening College 41% 98 professional 24% 90 28% 91 football sports event High School Swimming 36% 115 20% 86 NFL 22% 95 sports event Volunteer 28% 111 Zoo 18% 77 Olympics 17% 108 Work Photography 27% 122 Comedy Club 11% 177 NASCAR 11% 107 Jogging- Symphony 23% 109 6% 137 MLB 10% 106 running concert,opera*Past 12 months. Current interest level: very.Indexed against the adult 18+ population of the East South Central Census Division. Copyright © 2012 Scarborough Research. Confidential and proprietary. 32
  33. 33. Titans or Falcons? 33% 28%Source: Scarborough Chattanooga R 1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 33
  34. 34. What eco-friendly activities do Chattanooga adults do on a regular basis? 44% Recycle glass, plastic or paper 34% Have energy-efficient windows 32% Use cloth or reusable grocery bags 71% Use energy efficient light-bulbsSource: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 34
  35. 35. Is Chattanooga greener than the U.S. or C.D.? U.S. 44% Census Division 32% Chattanooga 37% Green = doing 5 or more eco-friendly activities on a regular basisSource: Scarborough Chattanooga R1 2012 & Scarborough USA+ R1 2012 Copyright © 2012 Scarborough Research. Confidential and proprietary. 35
  36. 36. Chattanooga is Charitable 66% contributed money to an organization 68% Religious 35% Other Organization 17% Social Care/Welfare (index 110) 17% HealthCare/Medical 8% Arts/cultural 7% Political 6% Environmental (index 124)Base= Chattanooga adults who contributed money to an organization: 494,364Indexed against the adult 18+ population of the East South Central Census Division.. Copyright © 2012 Scarborough Research. Confidential and proprietary. 36
  37. 37. Voting and PoliticsCopyright © 2012 Scarborough Research.Confidential and proprietary. 37
  38. 38. Registered Republican, Democrat or Independent? 32% 22% 30%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ who are registered to voteIndependent includes independent, but feels closer to Democrat or Republican Copyright © 2012 Scarborough Research. Confidential and proprietary. 38
  39. 39. Chattanooga At The Polls 100% Local State Presidential 78% 80% 60% 43% 36% 37% 40% 27% 29% 28% 20% 11% 11% 0% Never Sometimes Always 32% 22% 11% 11% 8% Independent, but Independent, but Republican Democrat Independent feel closer to feel closer to Republicans Democrats 15% - None of theseSource: Scarborough Chattanooga R1 2012.Base =Base = Total Chattanooga DMA adults age 18+ who are registered to vote Copyright © 2012 Scarborough Research. Confidential and proprietary. 39
  40. 40. Fox News or MSNBC? 26% 7% 35%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344)Cable networks/stations watched in the past 7 days Copyright © 2012 Scarborough Research. Confidential and proprietary. 40
  41. 41. MediaCopyright © 2012 Scarborough Research.Confidential and proprietary. 41
  42. 42. Cable TV or Satellite? 63% 37%Source: Scarborough Chattanooga R1 2012Base = Chattanooga adults age 18+ that have either cable or satellite TV (638,429) Copyright © 2012 Scarborough Research. Confidential and proprietary. 42
  43. 43. What percent of Chattanooga adults have a satellite radio subscription? 15% 13% Index 9% 87 6%Source: Scarborough Chattanooga R 1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 43
  44. 44. Chattanooga Weekly Media Usage Watch any prime time TV 84% Listen to any Terrestrial Radio 87% Read a printed Newspaper 67% Accessed the Internet (past 30 days) 73% Watched any prime time Cable TV 67%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 44
  45. 45. Television & More Household owns/uses DVR 41% 100 (digital video recorder) Household subscribes to 39% 107 HDTV service via satellite/cable Household subscribes to 31% 89 Premium Cable channels Household used video on demand (past 30-days) 30% 132.Base = Total Chattanooga DMA adults age 18+ (741,344)Indexed against the adult 18+ population of the East South Central Census Division. Copyright © 2012 Scarborough Research. Confidential and proprietary. 45
  46. 46. Television Daypart Viewing 90% 84% 80% 72% 70% 65% 67% 60% 60% 50% 47% 42% 39% 40% 36% 32% 30% 20% 10% 0%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344)Copyright © 2012 Scarborough Research.Confidential and proprietary. 46
  47. 47. Radio Daypart Listening 100% 80% 66% 68% 69% 60% 42% 40% 20% 0% 6AM - 10AM M-F 10AM - 3PM M-F 3PM - 7PM M-F 7PM - MID M-FBase = Chattanooga Arbitron Radio Metro (413,729 adults age 18+) Copyright © 2012 Scarborough Research. Confidential and proprietary. 47
  48. 48. Newspaper Reading100% Percentage of DMA adults who read a printed newspaper in the past week 80% 67% 63% 60% 57% 55% 40% 20% 0% Chattanooga Knoxville Memphis Nashville Base = DMACopyright © 2012 Scarborough Research.Confidential and proprietary. 48
  49. 49. Content Preferences by Medium Radio Formats Cable Networks Country 33% History 35% Pop Contemporary Hit… 20% The Weather Channel 32% Adult Contemporary 19% Discovery Channel 31% News/Talk/Information 18% USA 30% Classic Rock 16% ESPN 28% Newspaper Section Types of TV Programs Main news/front page … 61% Movies 59% Local news section 54% Local news - evening 56% Classified advertising 44% Comedies 52% Advertising… 37% Local news - morning 43% Comics 36% Mystery/suspense/crime 41%Source: Scarborough Chattanooga R 1 2012.Base = Total Chattanooga DMA adults age 18+ (741,344) Copyright © 2012 Scarborough Research. Confidential and proprietary. 49
  50. 50. Desktop, laptop or mobile device? 48% 46% 28%**Mobile device, like a smartphone or iPad.Source: Scarborough Chattanooga R1 2012 current releaseBase = Total Omaha DMA adults age 18+ (747,276)Copyright © 2012 Scarborough Research.Confidential and proprietary. 50
  51. 51. Chattanooga Online Chattanooga 358,171 74% East South Central 70% Census Division 0% 20% 40% 60% 80% 100% Access the Internet in Past 30 Days Weekly Time Spent CD Chattanooga Index Type of Connection CD Chattanooga Index Less than 1 hour 9% 10% 104 Cable 40% 33% 83 1 - 4 hours 29% 31% 105 DSL 33% 26% 79 5 - 9 hours 23% 19% 82 Dial-up 3% 4% 133 10 or more hours 37% 40% 108 Fiber optics(FiOS, U- 4% 16% 400 verse, etc)Indexed against adults 18+ of the East South Central Division who access the internet Copyright © 2012 Scarborough Research. Confidential and proprietary. 51
  52. 52. Chattanooga’s Social Scene 49% or 362,305 Chattanooga adults used the internet for Social Networking in the past 30 days (online or on wireless phones) Facebook 95% YouTube 59% LinkedIn 9% Twitter 9% 0% 25% 50% 75% 100%Source: Scarborough Chattanooga R1 2012.Base = Social Networkers Copyright © 2012 Scarborough Research. Confidential and proprietary. 52
  53. 53. Internet Spending 6% $2,500 or more 7% East South Central 10% Census Division $1,000 - $2,499 8% 12% Chattanooga $500 - $999 11% 15% $250 - $499 16% 13% $100 - $249 14% 10% Less than $100 9% 0% 5% 10% 15% 20%Indexed against adults 18+ of the East South Central Division who access the internet Copyright © 2012 Scarborough Research. Confidential and proprietary. 53
  54. 54. 86% of Chattanooga adults use wireless a phone. What % uses their phone to access the internet? Index 93 38% 72% 55% 12%Indexed against adults 18+ of the East South Central Division who have a wireless phone Copyright © 2012 Scarborough Research. Confidential and proprietary. 54
  55. 55. Wireless Activities Chattanooga CD Text messaging 66% 65% E-mail 25% 29% News/weather/traffic 24% 28% Search 23% 27% Social networking 22% 25% Music (listen or download) 22% 22% Maps/GPS navigation 20% 23% Games (play or download) 18% 22% Watch video clips 11% 18% Sports scores/updates 10% 12%Base=East South Central Division who have a wireless phone Copyright © 2012 Scarborough Research. Confidential and proprietary. 55
  56. 56. What is Chattanooga’s favorite alcoholic beverage? But why is the rum gone? 14% 9%Source: Scarborough Chattanooga R1 2012.Base = Total Chattanooga DMA adults age 21+ (709,001)Liquor drank in past 30 days. Copyright © 2012 Scarborough Research. Confidential and proprietary. 56
  57. 57. What have we learned about Chattanooga adults? • They’re rum drinkers; possible pirate obsession. • They index above average for having post-graduate educations and being employed in professional and related occupations; median annual HHI is slightly below the census division. • They prefer dogs to cats, regardless of the cuteness of the cat. • They swim and jog for exercise, love comedy (maybe too much) and enjoy the football, Olympics, NASCAR and MLB. • Nearly a third identify as independent voters. • Faith is key to this community. • Heavy consumers of media; strong market for newspaper reading and radio listening; very interested in news in general. • Are more likely to spend 10 hours or more online in an average week compared to the census division average. • Heavy users of social media, especially Facebook. • Boxers of briefs? We may never know . . . and that’s just as well.Copyright © 2012 Scarborough Research.Confidential and proprietary. 57
  58. 58. Thanks! Gary Meo SVP, Print and Digital Media Services Scarborough Research gmeo@scarborough.com facebook.com/Scarborough Research @ScarboroughInfoCopyright © 2012 Scarborough Research.Confidential and proprietary. 58

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