Big Spender Cities vs. Markets Seeking Savings

SPENDING CITIES vs. SAVING CITIES SCARBOROUGH ASKS: Where are America's big spenders? Who's saving their pennies for a rainy day? Scarborough reveals the top local markets for Spenders* as well as the top local markets for Savers.** Spenders tend to live in northern cities while Savers call southern markets home! 20% 11% GRAND RAPIDS SPOKANE LOCAL MARKET INDEX OF U.S. ADULTS WHO MOSTLY AGREE OR DISAGREE WITH THE STATEMENT: 17% ALBANY 28% 25% GREEN BAY "I am a spender rather than a saver." 31% 18% DETROIT MILWAUKEE ROCHESTER 17% 12% SPENDERS MOSTLY MARKETS AGREE SAVERS MOSTLY MARKETS DISAGREE 17% DES MOINES TOLEDO CLEVELAND 15% LAS VEGAS 33% MORE LIKELY CHICAGO adults are 33% more likely than all U.S. adults to be Spenders. 12% RALEIGH 11% 9% 29% OKLAHOMA CITY 12% EL PASO OF U.S. ADULTS OF U.S. ADULTS ARE SPENDERS ARE SAVERS 19% LIKELY 011% ORLANDO 12% TAMPA MORE 11% FORT MYERS adults are 22% HARLINGEN 19% more likely than all U.S. adults to be Savers. HONOLULU Let localism lead your marketing strategy! Don't see your city listed here? Find out if your market is more likely to be a Spender or Saver city by contacting: [email protected] SOURCE: Scarborough USA+ Study, Release 1, 2012-Scarborough/GfK MRI Attitudinal Insights Data * Spenders are adults who mostly agree that they're a "Spender" rather than a "Saver." ** Savers are adults who mostly disagree that they're a "Spender" rather than a "Saver." f facebook.com/Scarboroughlnfo Follow us @Scarboroughlnfo www.scarborough.com Scarborough.