Advertiser and Consumer Media Usage

ADVERTISER AND CONSUMER MEDIA USAGE DID YOU KNOW? APPAREL SMALL & MEDIUM BUSINESS ADVERTISING SPEND IN CHICAGOLAND $28,035,729 71% of all Apparel spending in Chicagoland comes from small and medium businesses. Digital (Display) I Print I Radio I Digital 196 Print Direct Mail I TV Radio/ Outdoor/Other 38% TV 10% I Outdoor 20% of Americans shop online at least once per month. 10% 32% SOURCES AD SPENDING BY MEDIA FOUND MOST USEFUL BY CONSUMERS 8% 63% 56% 29% 16% of consumers receive emails from two or more local deal websites daily. 18% The majority of Apparel ad spending is done in print. Print is the source consumers find most useful for Apparel advertising information. DEMOGRAPHICS OF HOME IMPROVEMENT CONSUMERS Shoppers want unique, one-of-a-kind clothes with an artisan flare while maintaining relatively low costs. Online apparel shopping audience: $250 71% 29% median amount spent on clot hing in past 12 months. women men As guys grow their retail legs, brands are rethining "who is the male shopper" and re-focusing to engage the "manly unknown." MALE 45% FEMALE 55% As consumers continue to pursue a more personalized shopping experience, they are also aware of the recovering economy and are turning towards deal programs and localized offers. MARRIED 55% SINGLE 30% Married parents in the U.S. annually spend an average of 40% more on clothing and shoes. AGE 18-34 AGE 35-54 AGE 55+ 3 in 4 women ages 18-49 admit to getting ideas of how to dress from celebrities. Create an environment where consumers have a personalized 32% 40% 28% shopping experience while maintaining low costs will engage their unique lifestyle and help them navigate changing trends in the economy. FAMILIES (1+ KIDS IN HH) White Hispanic African/American Aslan/Other 43% 14% ETHNICITY 18% 62% AVERAGE HOUSEHOLD INCOME $81,000 In 2011, small and medium businesses will explore advertising with location-based services (LBS), learning how to take ownership of their business pages on these platforms and understanding how to engage with consumers. OWN 71% RENT/OTHER 29% BACHELOR'S DEGREE+ 31% AVERAGE HOME VALUE $290,000 »Tribune Media Group Souces TNG Kartar Meda Dec 2009ov200. Scarborough Resrch 200 ChcagoR2 Acore consumers dened as Chicapond adut whonae shocoedin neo Imonns onocuture Aug 200 My 2011tomatonwecom onsingcom