2. Scarborough Research
• Syndicated Research Service
• Available In 77 Markets
• Random Digit Dialing (includes cell phone only
households) + diary
• Accredited By The Media Rating Council
• Measures Adults 18 and Older
5. Home Improvement
71% Own Their Own Residence
23.3% Live in homes valued at $125,000 or less
22.5% Live in homes valued between $125,000 to $200,000
30.9% Live in homes valued between $200,000-$300,000
9.4% Live in homes valued at $300,000+
2.5% Live in homes valued at $500,000+
14% have lived in their homes 10-15 years
7.2% have live in their homes 15-20 years
22.4% have lived in their homes 20+ years
6. Home Improvement
7.0% Installed Carpet/Floor Covering
6.2% Painted The Exterior Of Their Homes
6.7% Replaced Heating or Air Conditioning Unit
.7% Installed A Pool, Hot Tub Or Spa
12.7% Painted/Wallpapered The Interior Of Their Home
13.8% Had Landscaping Done
8.9% Had Plumbing Done
7.5% Remodeled Bathroom
4.5% Remodeled A Kitchen
6.3% Replaced or Repaired Their Roof
2.3% Replaced Windows
1.4% Installed Siding
58.3% Had No Home Improvements Done
8. Home Improvement
Heating & Air Conditioning
$250 x 17,183 = $343,660
$500 x 6,783 = $341,500
$1000 x 3,326 = $3,326,000
$3000 x 6,590 = $19,770,000
$5000 x 4,542 = $22,710,000
$7500 x 3,400 = $23,500,000
$10000 x 725 = $7,250,000
Total: $56,261,160
9. Automotive
Plan To Buy Or Lease A New Car In The Next Year
(what they plan to pay)
Under $10,000 1.9%
10,000-14,999 .2%
15,000-19,999 1.2%
20,000-24,999 .5%
25,000-24,999 .2%
30,000-34,999 .4%
35,000-44,999 .4%
45,000+ .1%
10. Automotive
Miles Traveled To Buy Last Vehicle
New Used
Less than 10 miles 10.4 16.4
10-19 miles 15.1 20.2
20-29 miles 11.7 14.9
30 miles or more 11.0 18.4
11. Automotive
Primary Reason They Bought A New Car From Their Dealership
Price/Value 23.6%
Location 13.6%
Reputation of Dealer 12.0%
Selection of Make/Model 11.6%
Service 11.2%
Previous Experience 9.3%
Warranty 7.5%
Other Reason 4.8%
14. Clothing Purchases
Infant’s Clothing
$100 Or Less 8.6%
$100-$499 5.0%
$500+ .4%
Children’s Clothing
$100 Or Less 10.8%
$100-$499 11.6%
$500+ 1.8%
Men’s Business Clothing
$100 Or Less 14.2%
$100-$499 7.0%
$500+ .7%
Men’s Casual Clothing
$100 Or Less 22.1%
$100-$499 17.0%
$500+ 1.1%
Women’s Business Clothing
$100 Or Less 3.5%
$100-$499 5.7%
$500+ 1.0%
Women’s Casual Clothing
$100 Or Less 18.3%
$100-$499 19.9%
$500+ 3.5%
15. Lifestyle Changes
Personally Plan To Do In The Next Year
Attend Adult Continuing Education 5.2%
Birth Of A Child 4.1%
Birth Of A Grandchild 2.6%
Buy A House, Condo Or Co-Op 6.3%
Get Married 2.7%
Go Back To School/Get Degree/Certificate 7.5%
Last Child To Finish College .8%
Look For A New Job 17.8%
Make Last Home Mortgage Payment 1.3%
Move Or Change Address 8.7%
Refinance Home 1.5%
Retire 3.5%
Sell House, Condo Or Co-Op 4.4%
16. Restaurants
Sit Down
Visited In The Past
Month
81.8%
Quick Service
Visited In The Past
Month
91.0%
Number Of Times Visited
1 10%
2 13.1%
3 13.2%
4 10.8%
5 8.6%
6-9 14.8%
10 Or More 11.2%
1 4.0%
2 5.6%
3 11%
4 6.3%
5 11.3%
6-9 25.7%
10 Or More 27.2%
17.
18.
19. Internet
Devices Owned
Owns Laptop Or Notebook 64.0%
Owns A Smart Phone 54.6%
Owns A Desktop Computer 53.0%
Owns A Tablet 38.4%
Internet Connection
Cable 46.7%
None 20.7%
DSL 19.9%
Satellite 6.4%
Other (including dial up) 5.9%
Fiber Optics 3.8%
20. Internet
Internet Purchases
Spent Less Than $100 9.8% 11.4%
100-249 12.5% 13.5%
250-499 10.2% 13.1%
500-999 9.4% 11.0%
1000-2499 9.5% 7.6%
Spent $2500 Or More 4.7% 5.6%
2012/13 2013/14
21. Internet
What They’re Buying…
62.2% Of Knoxvilllians Bought Items From The Internet In The Past Year
Books 31.1%
Clothing 29.5%
Travel Reservations 14.1%
Toys/Games 13.1%
Airline Tickets 11.7%
Music Files 10.9%
Mobile Device Apps 10.8%
Health + Beauty 10.0%
Computer Hardware/Software 9.7%
Movie Tickets 9.6%
Food Items 8.4%
Pet Supplies 8.1%
22. Internet
What They’re Buying…
62.2% Of Knoxvilllians Bought Items From The Internet In The Past Year
Insurance 4.2%
Flowers 4.0%
Sports Logo Apparel 3.8%
Vehicle 3.1%
Wine 2.9%
Home Accessories 8.1%
Medicine/Prescriptions 7.4%
Office Supplies 6.8%
Electronics 6.3%
CD’S 5.4%
Cultural Event Tickets 5.3%
Sporting Event Tickets 4.8%
Furniture/Home Furnishings 4.2%
23. Internet
Most Used App Types On Smart Phone (TOP 10)
Weather 30.0%
Social Networking 28.2%
Search 27.7%
Maps 23.6%
Instant Messaging 22.6%
Find Business/Phone Numbers 19.0%
Video Clips 15.0%
Games 14.7%
Listen To Music 14.1%
Listen To Online Music Service 14.1%
24. Internet
Most Visited Sites/Apps In The Past Month
Google 64.5%
Facebook 54.9%
You Tube 43.9%
Amazon 37.8%
Yahoo 29.8%
Craigslist 27.4%
The Weather Channel 24.5%
Wikipedia 23.6%
Ebay 22.6%
Xfinity/Comcast 21.6%
25. Index is a ratio that shows “likelihood” or
“efficiency with a comparison of one “target” or
group to the market as a whole.
An Index of 100 “mirrors the market.”
Indices
For example, let’s look all Knoxvillians who live with
four or more people in a household as our target.
26. If we were to compare that to a specific “target” or group, such as Adults
who live in households with four or more members. It would look like this:
14.3% of all Knoxvillians plan on buying a mattress in the next year.
19.8% of all Knoxvillians that live in households with four or more people
plan on buying a new mattress in the next year.
Index = target group percentage divided by the market percentage x 100
19.8% divided by 14.3% = 1.38 x100
Index = 138
Indices – Example #1
Knoxvillians that live in households with four or more people are 38%
more likely to plan to buy a new mattress in the next year.
27. Another example, let’s look at Knoxvillians who plan to buy a major home
appliance in the next year, and compare it to the same target group
(Knoxvillians who live in households with four or more people.)
6.3% of Knoxvillians plan to buy a major home appliance in the next year
5.4% of Knoxvillians who live in households with four or more people plan
to buy a home appliance in the next year
5.4% divided by 6.3% =.85 x 100
Index =85
Indices – Example #2
Knoxvillians that live in households with four or more people are 15%
less likely to plan to buy a major home appliance in the next year.
28. How Are Cat Owners & Dog Owners
Different In Knoxville?
Own A Cat Own A Dog
Total 177,612 266,680
% Of Population 27.8% 42.1%
Male 44.4% 39.9%
Female 55.6% 60.1%
Median Age 49 47
Median HH Income 43,848 47,113
Median Market Value Of Home 164,178 159,103
Median Amount Spent On Groceries/Week $116.61 $138.22
Median Amount Paid For Bottle Of Wine $14.97 $13.24
Median Time Spent On Internet/Week 8.9 hours 11.7 hours
30. How Are Cat Owners & Dog Owners Different?
Personally Attended/Visited
Dollywood 96 117
Knoxville Zoo 73 130
High School Sport 122 114
Ripley’s 65 132
UT Football 109 133
Country Music Concert 95 118
R+B/Rap/Hip Hop Concert 235 33
WWE 53 56
Monster Jam 22 172
Comedy Club 206 147
Bristol Motor Speedway 231 186
Cat Dog
31. How Are Cat Owners & Dog Owners Different?
Personally Attended/Visited
Cat Dog
Art Museum 194 143
Ice Bears Hockey Game 161 139
Titanic Museum 98 130
Wonder Works 48 117
Dance Or Ballet 208 71
Circus 132 208
UT Women's Basketball 118 114
UT Men’s Basketball 87 103
Symphony Or Opera 105 104
Rock Concert 135 150
Other Concert (Jazz, Blues, Etc) 132 132
