Scarborough's Local Evolution of Digital Media

Scarborough. A SCARBOROUGH INFOGRAPHIC Digital Media. 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? FOLLOW US ON IN THE PAST 30 DAYS Accessed Internet Top 10 Local Markets in 2002 v. 2012 2002 2012 AUSTIN, TX 69% 85% 2012 WASHINGTON, DC 691 85% SEATTLE, WA 681 861 2002 SAN FRANCISCO, CA 671 In 2002, Portland, OR was not a Top 10 Market for internet access. DENVER, CO 66% 841 SALT LAKE CITY, UT 64% 861 BOSTON, MA 641 SAN DIEGO, CA 64% 831 ATLANTA, GA 64% MINNEAPOLIS, MN 641 851 COLORADO SPRINGS, CO 83% PORTLAND, OR 831 In 2012, Boston, MA was not a Top 10 Market for internet access. Source: Scarborough USA Study. Release 2, 2002, 2012. 0 2013 Scarborough. Washington, DC adults are more likely 40% Austin adults are 39% more likely to think social networking is very important for playing games. to have clicked on a social media advertisement in the last 30 days. They're also 67% more likely to visit Linkedin, and USED THE INTERNET IN PAST 30 DAYS FOR Social Networking 24% more likely lo to think social media is very important for meeting or networking with professional contacts. Top 10 Local Markets in 2009 v. 2012 2009 2012 SAN FRANCISCO. CA 221 WASHINGTON, DC 211 59% AUSTIN, TX 621 BALTIMORE, MD 211 59% SALT LAKE CITY, UT 201 611 2009 COLORADO SPRINGS, CO 2012 DALLAS, TX 201 611 ATLANTA, GA 201 60% COLUMBUS, OH 201 601 NORFOLK, VA 19% SEATTLE, WA 621 KANSAS CITY, MO 61% Source: Scarborough USA. Study, Release 2, 2009, 2012. 0 2013 Scarborough. PORTLAND, OR 60% USED THE INTERNET IN PAST 30 DAYS FOR Newspaper Website Top 10 Local Markets in 2002 v. 2012 2002 2012 WASHINGTON, DC 291 36% Washington, DC wireless/cell phone BOSTON, MA 241 39% 20% owners are more likely CU lo to check for news, weather, or traffic than all wireless/cell phone AUSTIN, TX 231 311 SALT LAKE CITY, UT 221 owners SAN FRANCISCO,CA 211 331 MINNEAPOLIS, MN 21% HONOLULU, HI 201 SACRAMENTO, CA 201 2002 2012 ALBANY, NY NEW YORK, NY 19% 321 NEW ORLEANS, LA 40% SYRACUSE, NY 34% Source: Scarborough USA. Study, Release 2, 2002, 2012. 0 2013 Scarborough HARRISBURG, PA 321 PHILADELPHIA, PA 311 WEST PALM BEACH, FL USED THE INTERNET IN PAST 30 DAYS ON A Smartphone Top 10 Local Markets in 2007 v. 2012 Atlanta adults are more likely 56% to live in a 2007 2012 household that plans to buy a smartphone in the next year. ATLANTA, GA 371 521 LAS VEGAS, NV WASHINGTON, DC 361 521 HONOLULU, HI 351 MIAMI, FL 341 521 LOS ANGELES, CA 341 2007 2012 SALT LAKE CITY, UT 331 SACRAMENTO, CA 331 NEW YORK, NY MEMPHIS, TN 331 50% AUSTIN, TX DALLAS, TX 56% Source: Scarborough USA Study, Release 2,2007, 2012. Austin adults are 31% more likely to own a smartphone. 0 2013 Scarborough. HOUSTON, TX 531 San Francisco adults are 20 more lely 39% KANSAS CITY, MO 52% to plan to buy a tablet in the next year, and more likely to plan 2/% SAN FRANCISCO. CA 501 to buy a smartphone. Austin wireless adults are 51% more likely to use a wireless phone for online banking than all wireless adults. DENVER, CO S0% USED THE INTERNET IN PAST 30 DAYS TO Listen to Radio Top 10 Local Markets in 2002 v. 2012 2002 2012 SAN FRANCISCO. CA 111 261 2012 AUSTIN, TX 10% 321 WASHINGTON, DC 10% 25% HOUSTON, TX 91 RICHMOND, VA DALLAS, Tx 91 MEMPHIS, TN SACRAMENTO, CA 91 2002 ATLANTA, GA 91 Source: Scarborough USA- Study. Release 2, 2002, 2012. 0 2013 Scarborough. NEW YORK, NY RALEIGH, NC Atlanta adults are 25 lo more likely to agree that they feel really good about seeing celebrities in the media that share their ethnic background. HARTFORD, CT 26% DENVER, CO 261 SAN ANTONIO, TX 261 COLUMBUS, OH 25% SEATTLE, WA 25% Did you see that? What's up with Atlanta, Austin, San Francisco, and Washington, DC? These four markets are almost always in the top ten for every online media activity in every year measured. Washington, DC O San Francisco, CA Atlanta, GA Austin, TX AFFLUENCE EMPLOYMENT What qualities do they share that keep them in the top ten markets INDEX 297 INDEX San Francisco, CA 285 adults are nearly three times more likely than all U.S. adults to have an annual household INDEX 126 113 income of $250K 49% 47% 46% 41% across the board? All four markets index high for household incomes over All four markets have high levels of white-collar employment compared to all U.S. adults (38%). $250,000 per year. CHILDREN EDUCATION GENERATION 45% 41% 41% 38% 40% 39% 35% 29% 31% 30% 30% 29% Three of the markets rank high for having children age 17 and under living in their household compared to the U.S. overall (39%). All four markets have high numbers of adults who have a college degree or higher, compared to the U.S. overall (26%). All four markets have high numbers of Generation X-ers compared to the U.S. overall (27%). But that isn't the whole story. 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. Washington, DC adults are Atlanta adults are San Francisco adults are Austin 48% more likely to lo have graduated adults are 38% more likely 2% to agree completely that they often find themselves in a leadership position. o/ more likely 16% to have Qo college, and are 68% more likely to more likely to disagree completely that they consider themselves children under the age of 17 living in their home. have post-graduate education. to be sociable. more likely23% to agree completely that their goal is to make it to the top of their profession. They're also 20% more likely to agree They're also They're also 11% more likely to agree that they strive to achieve high social status, and Austin 110/ adults are 17% that they are more more likely to agree that they like to live a lifestyle that impresses others. connected to their ethnic heritage than their parents are. 30% more likely 0 to agree completely that they consider themselves sophisticated. FOLLOW US ON For purchase information for this, or any other consumer topics, please contact Scarborough Haley Dercher 646.517.1042 hderchergscarborough.com Scarborough. dialog.scarborough.com