Local Roots. National Perspective.

Local Roots.
National
Perspective.
2013 Measurements
Your Consumers Are
Evolving. So Are We.
Scarborough is the local insight
expert, with eyes and ears on the
ground in neighborhoods across
the country. By bringing the
local market to life like no other
company, we reflect an industrywide shift in targeting consumers
where they live, focusing on local
trends and demographics.
Local Roots.
National
Perspective.
2013 Measurements
Bring
your local
market
to life.
Scarborough brings the local market to life like no other
company. We measure, reflect and analyze the trends and
behaviors of consumers. Turning it all into accessible,
actionable data services that shine a powerful light on your
consumer segment. Scarborough data illuminates the
landscape of the American consumer both at the micro-level
where they live and also nationally.
With our full suite of customized information solutions, we help
you make smarter, targeted decisions in the planning, buying
and selling of advertising, as well as in your overall marketing
strategy. Use Scarborough’s local market insights as a
strategic tool to generate new business; geo-target
prospective consumers; create a smarter, more informed
marketing mix; conduct market-competitive analyses;
coordinate event sponsorships and partnerships; and increase
product sales. Our expertise spans retail shopping patterns,
cross-platform media usage, lifestyle insights and detailed
demographics. Scarborough’s clients include media companies,
marketers, sports teams and leagues, and advertising agencies.
This brochure is your guide to the measurements that can be
found and cross-referenced in the 2013 Scarborough Study.
They are presented by category, such as automotive, beverage,
lifestyle, retail and more. All of the measurements can be
combined to paint a complete portrait of your finest consumer.
To learn more about the practical applications of Scarborough
services, visit dialog.scarborough.com.
scarborough.com
info@scarborough.com
@scarboroughinfo
scarboroughinfo
4
scarborough.com
Suite of Services:
Consumer Insights
Scarborough’s core offerings include
our individual local-market studies,
which span 120+ markets (including
Puerto Rico); our Hispanic Data Sets;
and our Sports insights.
Enhanced Data Services
These data set supplements for existing
Scarborough subscriptions include
modules examining attitudes, political
beliefs and much more. They are able to
be cross-referenced with Scarborough’s
core Consumer Insights data.
Analytics
Scarborough is proud to offer two
different analytics services: Express
and Custom. Our Express Analytics
service provides made-to-order
research reports, presentations and
analyses. The Custom Analytics
services include commissioned and
proprietary data analysis and
customized research. Our customers
are able to leverage our existing
syndicated local-market data to
deliver an even deeper understanding
of your audience.
Quality You Can Count On
Scarborough has been measuring media,
retail and lifestyles on a local level for
nearly 40 years. Our methodologies vary
by local market, but are highly regarded in
the market research industry. In 77 local
markets, we have MRC accreditation.
Scarborough measurement tactics include
phone interviews, survey booklets, and
TV Diary and Internet data collection.
To learn more about the methodology
we use in your market, please contact
info@scarborough.com.
2013
Measurements
Automotive 6
Banking & Financial
7
Beverage
8
Demographics 9
Digital & Internet 10
Drug & Grocery 12
Healthcare & Pharma 13
Home Improvement 14
Household Shopping 15
Lifestyle 16
Media 18
Restaurant 20
Retail 21
Sports 22
Telecom & Mobile 24
Transportation 25
Travel 26
Voting 27
Scarborough is a joint venture between
Arbitron Inc. and The Nielsen Company.
scarborough.com
5
Automotive
Vehicles*
Auto Insurance Providers
Bought New/Used/Leased
Dealership or Internet Site
Household Might Shop
Distance Traveled One Way to
Buy/Lease Last New/Used Vehicle
Make
Model
Model Year
Number Leased
Stores Where Household Usually
Purchased Tires*
Auto Repair/Service Paid/
Unpaid Labor*
Anti-Freeze/Coolant
Auto Glass Replacement/Repair
Brake Repair
Car Battery
Car Radio/Stereo Equipment
Muffler
Number Owned
New Tires
Plan to Buy/Lease
Hybrid or Electric Vehicle
Oil Filter/Oil Change
Paint/Body Work
Plan to Buy/Lease Vehicle
Next 12 Months
– Amount Plan to Pay
– Type of Vehicle
Shocks/Struts
Reason for Using Particular
Dealership
Other Car Repair
Stores Shopped for Auto Products/
Services Past 12 Months*
Auto Internet Sites or Apps
Used When Shopping for New/
Used Vehicle*
Auto Dealerships or Internet Sites
Might Shop if Planning to Buy/
Lease a New/Used Vehicle*
Transmission Repair
Tune-Up/Spark Plugs
Own/Plan to Buy*
ATV (All Terrain Vehicle)
Boat
Hybrid or Electric Vehicle
Mobile Home or Manufactured
Housing
Motorcycle
Personal Watercraft
the Plan to Buy or Lease a New or Used Vehicle >
path Detroit Adults >
9%
of Detroit adults
who plan to buy or lease a
new or used vehicle in the
next 12 months shopped at
Autozone for automotive
products in the past year.
* Household Measurements
6
scarborough.com
Banking &
Financial
Institution Used/Primary Bank*
Services Have or Used at
Primary Bank*
401K Plan
529 Plan/College Savings Plan
ATM Card
Auto Loan
Certificate of Deposit (CD)
the
path
Stocks & Stock
Options >
Baby Boomers
Who Use
Stockbroker >
50%
of
Baby Boomers
who own stocks or
stock options and
used a stockbroker
typically watch
sports.
Services Used Past 12 Months*
Accountant
Attorney
– Bankruptcy
– Personal Injury
– Other
Cash Advance or Title Loan Shop
Check Cashing
Checking Account
Coin Cashing Service (Coinstar, etc.)
Debit Card
Financial Planner
Home Improvement Loan or
Home Equity Loan
Funeral Pre-Planning
Home Mortgage
Insurance Agent at a Local Office
(Not Online)
IRA
Online Investing/Stock Trading
Money Market Account
Real Estate Agent
Online Banking
– Buy/Rent/Sell
Online Bill Pay
Stockbroker
Personal Loan
Travel Agent
Refinance Home Mortgage
Tutoring Service
Savings Account
Wire Transfer
Credit Card Brand Used
Past 3 Months
Insurance
Auto*
– Provider
Types of Organizations
Contributed to in Past
12 Months*
Arts/Cultural
Homeowners/Renters*
– Provider
Environmental
Healthcare/Medical
Military/Veterans
Political
Religious
Social Care/Welfare
Other Organization
Life
Health
– Type
– Provider
• Group
• Individual
Participated in Company
Purchasing Decision
Office Equipment/Office Supplies
Overnight Delivery Services
Investments*
Bonds
Money Market Funds
Mutual Funds
Second Home/Real Estate
Property
Stocks/Stock Options
* Household Measurements
Other Securities & Investments
scarborough.com
7
Beverage
Brands of Non-Alcoholic Beverages
Drank Past 7 Days & Most Often
Bottled/Canned Tea
Bottled Water
– Enhanced Water
– Any Flavored Water
Energy Drink
Fruit Juice
Other Juice/Juice Drink
the
path
Drank Beer >
Adults 21+
Who Bought Beer
in a Stadium >
10%
of
adults 21+ who
drank beer in the
past 7 days also
bought beer in a
stadium in the
past month.
Soft Drink
– Regular
– Diet
Specialty Coffee
– Iced
– Hot
scarborough.com
Beer Consumption Past 30 Days
& Brand Drank Most Often
Brands
Type
– Domestic Light
– Domestic Regular
– Hard Cider
– Imported
– Malt Alternative
– Malt Liquor
– Microbrew/Craft Beer
– Non-Alcoholic
Sports Drink
Types of Liquor Drank
Past 30 Days
Alcoholic Beverages Drank
Past 7 Days & Most Often
Beer
Places Purchased Beer, Wine
or Liquor Past 30 Days
Club Store
Hard Cider
Convenience Store
Liquor (Spirits)
Drug Store
Wine
Grocery Store
Wine Coolers
Liquor Store
Nightclub/Bar
Usual Price Range for Wine
Purchased at a Store
Wine Purchased Past 3 Months
Brand
Type
– Drink Most Often
8
Frequency of Wine Consumption
Sit-Down Restaurant
Stadium/Arena
Other Place
Demographics
Personal
Age
Household *
Home Ownership
Born in U.S. &
Length of U.S. Residence‡
Household Income
County of Residence
Market Value of Home
Education Level
– Currently Enrolled/Attending Classes at a College or University
Employment Status
– Full-Time/Part-Time/
Not Employed
– Plan to Go Back to School
– Plan to Seek a New Job
– Self-Employed
– Small Business Owner
– Student
– Work at Home (Most of the Time/Always)
Household Size
Number of Adults in Household
Number of Adults in Household
by Gender
Number Employed in Household
Presence of Children by Age
Presence of Teens
Tenure in Current Residence
Type of Dwelling
Gender
Grandparent of Child Under 18
Hispanic Origin‡
Language Preferred/Spoken‡
Marital Status
Occupation
Parent of a Child in College
Parent of a Child Under 18
Race
Zip Code of Employment
Zip Code of Residence
the Millennials >
path Hispanic >
64%
of
Hispanic Millennials
have at least one child
in their household.
* Household Measurements
‡ Among Hispanic Respondents Only
scarborough.com
9
Digital &
Automotive
Internet
Home/Personal Computer
Devices Owned
– Desktop Computer
– Laptop or Notebook Computer
– Smartphone
(Android, BlackBerry,
iPhone, etc.)
– Tablet
(iPad, Galaxy Tab,
Kindle Fire, etc.)
Stores Shopped/Bought Hardware
or Software Past 12 Months*
the
path
Own a Tablet >
Shopped Online >
40%
of
tablet owners
who shopped online
in the past year
spent $1,000
or more.
Own/Plan to Buy*
Computer
eReader
Internet Phone Service (VoIP)
Tablet
(iPad, Xoom, Galaxy, etc.)
Smartphone
(iPhone, Blackberry, Droid, etc.)
Access Internet (on Computers,
Tablets, Smartphones, & Other
Mobile Devices at Work, Home
or Elsewhere)
Type Of Internet Connection*
Cable
Dial-Up or Other Connection
DSL
4
PURCHASE
Fiber Optics (FiOs etc.)
Satellite
Time Spent on Internet
Average Week (on Computers,
Tablets, Smartphones & Other
Mobile Devices at Work, Home
or Elsewhere)
Less Than 1 Hour
1-4 Hours
5-9 Hours
10-19 Hours
20+ Hours
* Household Measurements
See Also: Telecom & Mobile, p. 24
10
scarborough.com
Internet Service Provider
(ISP) Used
Internet Sites Visited or Apps
Used Past 30 Days
Portals, Search and Information
Sites/Apps
– Amazon
– Angie’s List
– AOL
– Ask
– Bing
– Craigslist
– eBay
– Google
– Google Offers
(in Select Markets)
– Groupon
– Hulu
– Kudzu
– LivingSocial
– MSN
– Wikipedia
– Yahoo!
– Yelp
– YouTube
Sports Sites/Apps
– espn.com
– foxsports.com
– Local Team Sites
(MLB, NBA, NFL, NHL)
– mlb.com
– mlssoccer.com
– nascar.com
– nba.com
– nfl.com
– nhl.com
– pgatour.com
– ufc.com
– wwe.com
National Media Sites/Apps
– abcnews.com
– cbsnews.com
– cnn.com
– foxnews.com
– huffingtonpost.com
– iHeart.com
– last.fm
– msnbc.com
– mtv.com
– pandora.com
– radio.com
– spotify.com
– tvguide.com
– weather.com
Social Networking Sites/Apps
– Facebook
– Foursquare
– Google+
– LinkedIn
– Pinterest
– Twitter
Financial Information/Services
Video Clips
Weather
Job Search
– CareerBuilder
– Monster
Find a Business Address or
Phone Number
Games (Play or Download)
Other Use
Couponing and Barcode
Sites/Apps
– Price Check by Amazon
– RedLaser
– Other Barcode App
Other Sites/Apps
– AARP
Time Spent on Social Networking
Sites in an Average Day
Media Websites Visited
Newspaper Websites
– Yesterday
– Past 7 Days
– Past 30 Days
Radio Websites
– Most Often
– Past 30 Days
Television Websites
– Yesterday
– Past 7 Days
– Past 30 Days
Participated in Company
Purchase Decision
Computer Hardware/Software
Information Technology
(Network/Internet)
Job/Employment Search
Listen to Internet Radio
(iHeartRadio, Radio.com, etc.)
Listen to a Local Radio
Station Online
Listen to Online Music Service
(Last.fm, Pandora, Spotify, etc.)
Items Shopped for/Purchased on
Internet Past 12 Months
Airline Tickets
– Other Travel Reservations
(Hotels, Auto Rentals, etc.)
Books
CDs
Local/Community Events
Clothing/Accessories
Local News
Computer Hardware/Software
Maps/GPS
(Google Maps, MapQuest, etc.)
Consumer Electronics
Medical Services/Information
Flowers
Movies (Watch or Download)
Furniture/Home Furnishings
Movie Listings
Groceries/Candy/Other Food
Music (Listen or Download –
iTunes, Rhapsody etc.)
Home Accessories
National News
Personal Ads/Dating
Photo Processing/Sharing
(Snapfish, Shutterfly, etc.)
Cultural Event Tickets
Health and Beauty Items
Insurance
Medicine/Prescriptions
Mobile Device Apps
Podcasts
(Watch, Listen, or Download)
Movie Tickets
Real Estate Listings
Office Supplies
Restaurant Information
(Reviews, Reservations, etc.)
Pet Supplies
Search (Google, Yahoo!, etc.)
Sports Logo Apparel
Music (iTunes, Rhapsody, etc.)
Sporting Event Tickets
Ways Used Internet or Apps Past
30 Days (By Device: Computer,
Tablet, Smartphone, Other)
Automobile Information
Scan QR code
Banking
Sports Scores/Updates
Blogs (Read or Contributed)
Take College Courses
Cable TV Network Site
Traffic
Consumer Reviews
Travel Reservations
Amount Spent on Internet
Purchases Past 12 Months
Less Than $100
Daily Deals
(Groupon, LivingSocial, etc.)
Watch Free TV Programs
$100 – $249
Watch Live Sports
$250 – $499
Watch TV Programs Using Online
Subscription Service
(Hulu Plus, Netflix, etc.)
$500 – $999
Download Newspaper, Radio,
or TV Apps
Fantasy Football
Instant Messaging
Other Coupons
Shopping
Social Networking (Facebook,
Twitter, LinkedIn etc.)
Toys/Games
Vehicle
Wine
Other Products/Services
$1,000 – $2,499
$2,500 or More
scarborough.com
11
Drug &
Grocery
Grocery Stores*
Stores Shopped Past 7 Days
Store Purchased Most Groceries
Past 7 Days
Food Products Used
In Past 7 Days*
Any Store Brand or Private
Label Food
Any Online Grocery Store
Baby Food
Amount Spent on Groceries Past
7 Days
Coffee
Candy
Energy Bars/Nutrition Bars
Coupon Usage*
Frequency of Use for Groceries/
Other Products/Services
the
path
Shopped for
Health/Beauty
Online >
Used Coupons
From Newspaper >
38%
of
adults who shopped
for health and
beauty items online
and get coupons
from newspapers
bought prescription
drugs online in the
past year.
* Household Measurements
12
scarborough.com
How Obtained
– Email
– In-Store Circulars
– In-Store Coupons
– Internet Sites/Apps
– Magazines
– Mail
– Preferred Customer/
Loyalty Card
– Product Packages
– QR Code – Sunday Newspaper
– Text Messages
– Weekday Newspaper
– Other Source
Fresh Meat
Frozen Pizza
Ice Cream/Frozen Juice Bars/
Frozen Yogurt
Nuts
Packaged Meats
Pretzels/Chips/Popcorn
Ready-to-Eat Cereal
Salsa
Soup
Tea
Tortillas
Yogurt
Drug Stores
Stores Bought Past 30 Days
– Prescription Purchases
– Other Drugs/Health or
Beauty Items
Convenience Stores Shopped
Past 7 Days*
Healthcare
& Pharma
Medical Services Used at
Hospital or Other Medical Facility
Past 3 Years*
Any Overnight Stay Procedure
Cancer/Oncology
Cardiac Care
Corrective Eye Surgery
Cosmetic Surgery
Hospital Emergency Room
Maternity Care
the
path
Saw Cardiologist >
Baby Boomers >
38%
of
Baby Boomers who
saw a cardiologist
bought high blood
pressure medication in
the past 12 months.
Mental Healthcare
Neurology
Orthopedics
Pediatrics
Teeth Whitening, Veneers, etc.
Treatment for Substance Abuse,
Smoking or Nutrition
Urgent Care Facility (Excluding
Emergency Room)
Other Medical Services
Healthcare Specialists Used
Past 12 Months
Cardiologist
Chiropractor
Cosmetic Surgeon
Dentist
Dermatologist
Fee-Paid Weight Loss Program
OB/GYN
Ophthalmologist
Optometrist
Podiatrist
Other Specialist
Stores Bought Glasses/
Contact Lenses Past 12 Months
Hospitals Used Past 3 Years*
Pharmaceuticals
Places Purchased Prescription
Drugs/Non-Prescription Drugs/
Health/Beauty Items Past 30
Days
Reasons Bought Medications
(OTC/Rx) Past 12 Months
Allergies
Arthritis
Asthma
Children’s Medicine
Cholesterol
Cold or Flu
Diabetes
Digestive Disorder
High Blood Pressure
Impotence/Erectile
Dysfunction (ED)
Smoking Cessation
Weight Loss
Other
Planning to Use for Next
12 Months*
Nursing Care, Assisted Living or
Retirement Facility
Health Insurance
Type
Insurance Provider
– Group
– Individual
Life Insurance
Belong to a Health/Fitness Club
Contributed to Healthcare/
Medical Organization*
* Household Measurements
scarborough.com
13
Home
Improvement
Home Improvement & Amount
Spent for Supplies and/or Labor
Past 12 Months*
Any Addition
Stores Shopped/Purchased Past
12 Months* (In-Store, Online, Mail
and Phone Purchases)
Carpeting/Floor Covering
Carpeting/Floor Covering
Consumer Electronics
Exterior Paint
Furniture/Mattress
Heating/Air Conditioning
Hardware/Building/Paint/Lawn/
Garden Items
Installed Pool/Hot Tub/Spa
Interior Paint/Wallpaper
Large Appliances
Landscaping
Plumbing
Remodeled Bathroom
Remodeled Kitchen
Replaced/Major Repair to Roof
Replaced Windows
Siding
Other Remodeling/Other Home
Improvement
the Made Home Improvement >
path Spent $1,000 or More >
25%
* Household Measurements
See Also: Household Shopping, p. 15
14
scarborough.com
of adults
who spent $1,000
on home improvements
also listen to Adult
Contemporary
radio formats.
Household
Shopping
Items Purchased and Amount
Spent Past 12 Months*
Camera/Accessories
Carpeting/Floor Covering
Draperies/Blinds/Window
Treatments
Furniture
Hardware/Building/Paint/
Lawn/Garden Items
Mattress
Other Consumer Electronics
the
path
Made a
Hardware/Paint/
Lawn/Garden
Purchase >
Shopped at The
Home Depot >
59%
of
consumers who
purchased hardware/
paint/lawn/garden
items and also
shopped at The Home
Depot are more likely
to watch movies.
Television
Stores Shopped/Purchased Past
12 Months*(In-Store, Online, Mail
and Phone Purchases)
Carpeting/Floor Covering
Consumer Electronics
Furniture/Mattress
Hardware/Building/Paint/
Lawn/Garden Items
Large Appliances
Items Owned and Items/Services
Plan to Buy Next 12 Months*
ATV (All-Terrain Vehicle)
Boat
High-Definition TV (HDTV)
Home Security System
Major Appliance
Mattress
Mobile Home/Manufactured
Housing
Motorcycle
MP3 Player (iPod, Sony, etc.)
Office in the Home
Personal Watercraft
Pest Control Service
Pool, Hot Tub, Spa
Primary Home/Condo
– New Construction
– Existing Construction
Satellite Radio
Satellite TV Subscription
Second Home
Smartphone
(Android, BlackBerry, iPhone, etc.)
Solar Panels
Tablet
(iPad, Galaxy Tab, Kindle Fire, etc.)
Video Game System
VoIP (Vonage, Skype, MagicJack, etc.)
Wireless/Cell Phone Service
Blu-ray Disc Player
Computer (Desktop or Laptop)
Digital Camera
Digital Video Recorder (TiVo, etc.)
DVD Player (Excluding Blu-ray)
Energy Saving Appliance
eReader (Kindle, Sony Reader, etc.)
Furniture
HD Radio
* Household Measurements
See Also: Home Improvement, p. 14
scarborough.com
15
Lifestyle
the
path
Ate at Upscale
Restaurant >
Buy Organic
Food >
Leisure Activities
Casino
– Visited a Casino in Past
12 Months
– Casino Activities Past 12 Months
• Attended a Stage Show
or Concert
• Bar/Nightclub
• Other Casino Gambling
• Played Slot Machines
• Played Table Games
(Blackjack, Craps, Poker,
Roulette, etc.)
•Upscale Restaurant
Circus
Concert
– Any Paid Ticket
– Country Music
– R&B/Rap/Hip-Hop
– Rock
– Symphony/Opera
– Other Musical Concert
Dance/Ballet Performance
75%
of
upscale restaurant
diners who bought
organic food read
a newspaper in the
past week.
Health/Wellness/Fitness Expo
Job Fair/Recruitment Fair
Live Theater
Movies
– Frequency
• Past 30 Days
• Past 3 Months
– When Usually See New Release
Museum
– Art
– Other Museum
Nightclub
– Comedy Club
– Other Nightclub
Number of Times Lottery/
Scratch-Off/Powerball Tickets
Purchased
– Past 30 Days
Sporting Event
– High School Sports Event
– NASCAR Racing
– Other Professional Sports Event (Market-Specific)
* Household Measurements
See Also: Sports, p. 22
16
scarborough.com
Theme Park (Market Specific)
Times Square (NYC)
Zoo
Other Places/Attractions
– Local Market Specific
Sports
Types Interested in/
Number Games Attended
– Professional
– College
Personal Activities Past 12 Months
Adult Continuing Education
Basketball
Bicycling
Boating
Bowling
Camping
Distance Walked Past 7 Days
Fishing
Football
Gardening
Golf
Health/Fitness Club
Hiking/Backpacking
Hunting
Jogging/Running
Lawn Care
Photography
Play a Musical Instrument
Snow Skiing/Snowboarding
Soccer
Softball/Baseball
Swimming
Tennis
Volunteer Work
Yoga/Pilates
Plan to Do in Next Year
Birth of Child
Birth of Grandchild
Buy House, Condo, or Co-Op
Get Married
Go Back to School
Last Child Finish College
Green Lifestyles
Buy Eco-Friendly Household
Cleaning Products
Buy Locally Grown Food
Buy Organic Food
Donate Money or Time to
Environmental Causes
Look for New Job
Drive Less/Use Alternative
Transportation
Make Last Home Mortgage
Payment
Have Energy-Efficient Windows
Move/Change Address
Refinance Home Mortgage
Pay More for Eco-Friendly
Products and Services
Retire or Take Early Retirement
Recycle Electronics (Batteries,
Cell Phones, Computers, etc.)
Sell House, Condo, or Co-Op
Recycle Glass, Plastic or Paper
Pet Ownership*
Dog
Support Politicians Based on
Environmental Positions
Use Cloth or Other Reusable
Shopping Bags
Cat
Use Energy-Efficient Light Bulbs
Other
Use Less Water at Home
Use Rechargeable Batteries
Other
the Jogging or Running >
path Bought Athletic Shoes >
64%
of
joggers/runners who
bought athletic shoes
in the past 12 months
watch comedy
tv shows.
scarborough.com
17
Media
Types of Television Programs
Typically Watched
Comedies
Court Shows
Daytime Soap Operas
Daytime Talk Shows
Documentaries
Dramas
Game Shows
Kids’ Shows
the
path
Visit a
Newspaper
Website >
Visit a Broadcast
TV Website >
Late-Night Talk
Local News
– Morning
– Evening
– Late
Movies
Music Videos
Mystery/Suspense/Crime
National/Network News
Novelas
44%
of
adults who visited
a newspaper and
broadcast TV website
in the past week
also visited a radio
station website.
Reality
– Adventure
– Dating
– Talent
Religious
Science Fiction
Sports
Broadcast TV
Viewing
– Average Half-Hour
– Cumulative Audience
– Weekly
^Available on Select Software Platforms
See Also: Digital & Internet, p. 10
18
scarborough.com
TV Enhancements Own/
Plan to Buy *
Blu-ray Disc Player
DVD Player
DVR
HDTV
Satellite-TV Subscription
Video Game System
Cable TV
Cable Network Viewed
– Past 7 Days
Type of Cable/Satellite
Subscription*
– Hard-Wired (Cable)
– Telco (Cable)
– Satellite
Used VOD in the Past 30 Days
to Watch*
– Children’s Programs
– Free Movies
– Info on Automobiles, Real
Estate or Classifieds
– Other Programs
– Pay Movies
– Premium Channels
– Sports
– TV Shows
Number of Pay-Per-View
Programs/Movies Watched Past
12 Months*
Receive Any Premium Channels*
Broadcast Network/
Station Viewed
– Past 7 Days
Satellite Dish*
– Subscription
– Provider
Amount Contributed to Public TV*
Subscribe/Plan to Subscribe
to HDTV Service*
TV Websites Visited
– Past 7 Days
– Past 30 Days
– Yesterday
*Household Measurements
Sports Programming Watched on
Broadcast TV or Cable or Listened
to on the Radio
Type of TV Service*
Ways Internet Used Past 30 Days
– Cable TV Network Website
HD Radio*
– Own
– Plan to Buy
Newspapers
Avg. Issue Audience/Cumulative
Audience
– Daily
– Saturday
– Sunday
Listening
– M-F Primary Dayparts AQH
– M-F Primary Dayparts CUME
– Total Week AQH
– Total Week CUME
– Weekend Total CUME
e-Edition Readership
– Daily/Sunday
Newspaper Websites Visited
– Yesterday
– Past 7 Days
– Past 30 Days
Radio Websites Visited
– Most Often
– Past 30 Days
Read Newspaper on Mobile/
Electronic Device
– Read on Electronic Device
Past Month
– Type of Device Used (Tablet, Smartphone, or Other Device)
Radio
Amount Contributed to
Public Radio*
Satellite Radio*
– Own
– Plan to Buy
Yellow Pages (Printed) Past 7 Days
(Home, Work, Elsewhere)
Magazines & Non-Daily
Newspapers
Read Past 6 Months
Number of Issues Usually Read
Out-of-Home Media
Mall Media
Pedestrian Traffic
Roads Traveled Past 7 Days
Time Spent Commuting to Work
One-Way
Total Miles Traveled Past 7 Days
Types of Transportation Used
Past 7 Days
– Bicycle
– Bus
– Carpool
– Drive
– Taxi
– Other (Subway, Train, etc.)
Section Readership (Daily,
Saturday and Sunday)
– Advertising Circulars/
Inserts/Flyers
– Business/Finance News
– Classified Advertising
– Comics
– Editorial/Opinion
– Entertainment/Lifestyle
– Fashion
– Food/Cooking
– Home and Garden
– International/National News
– Local News
– Main News/Front Page
– Movie Listings and Reviews
– Science and Technology
– Sports
– TV or Radio Listings
Mean/Median Daily Time Spent
With Media^
– Broadcast Television
– Cable
– Radio
scarborough.com
19
Restaurant
20 scarborough.com
Quick Service Restaurants
Used Past 30 Days ( Eat-In,
Drive-Thru, Take-Out, Home
Delivery, Other)
Brand
– Meal Type (Breakfast, Lunch, Dinner, Other)
Frequency of Use
Sit-Down Restaurants Used
Past 30 Days (Eat-In, Drive-Thru,
Take-Out, Home Delivery, Other)
Brand
– Meal Type (Breakfast, Lunch, Dinner, Other)
Restaurant Type (Eat-In,
Drive-Thru, Take-Out, Home
Delivery, Other)
Meal Type (Breakfast, Lunch,
Dinner, Other)
– Any Pizza
– Chinese
– Other Asian
– Coffee House/Bar
– Italian
– Mexican
– Seafood
– Steakhouse
– Upscale
Frequency of Use
the Dined at QSR 10+ Times in Past Month >
path Dined at McDonald’s >
38%
of qsr 10+
diners who dined at
McDonald’s saw a digital
video display in a
restaurant/bar in
the past month.
Retail
Clothing Stores Shopped/
Purchased Past 3 Months
(In-Store, Online, Mail-Order
and Phone Purchases)
Shopping Centers/Malls Shopped
Mall Media Reach/Frequency
–Past 3 Months
–Past 30 Days
the
path
Purchased
Women’s
Business or
Casual Clothing >
Spent $500+ >
51%
of adults
who purchased
women’s clothing
and spent $500 or
more shopped at
Target for clothes.
Major Stores
Shopped
– Past 3 Months
– Past 30 Days
Places Shopped/Purchased
Computer Hardware/Software
Past 12 Months *
Places Viewed Digital Video
Displays in Past 30 Days and
Past 6 Months
Direct Mail Past 12 Months
(Advertising/Mail-Order Catalog)
Merchandise or Services Bought
Number of Times Purchased
Purchased
– Past 30 Days
Items Purchased & Total Amount
Spent Past 12 Months
Athletic Clothing
Stores Shopped/Used Services
Past 3 Months & Past 12 Months
(In-Store, Online, Mail-Order,
Phone Purchases)
Books
Athletic Shoes
Bridal
Fine Jewelry
Costume Jewelry
Infants’ Clothing
Day Spa
Men’s Business Clothing
Dry Cleaner
Men’s Casual Clothing
Fine Jewelry
Men’s Shoes
Florists
Sports Equipment
Home Accessories
Women’s Business Clothing
Music/Video
Women’s Casual Clothing
Office Supplies/Services
Women’s Shoes
Pet Supplies
Children’s Clothing
Cosmetics/Perfumes/Skin Care
Costume Jewelry
Other
Sports Apparel With Team/League
Logos Bought Past 12 Months
(In-Store, Online, Mail-Order
and Phone Purchases)
Stores Shopped Past 3 Months
(In-Store, Online, Mail-Order,
Phone Purchases)
Shoes/Sneakers/Footwear
Online Shopping
Amount Spent Past Year
Toys/Games
Sporting Goods
Items Shopped/Purchased
Past Year
* Household Measurements
See Also: Digital & Internet, p. 10
scarborough.com
21
Sports
Sports Programs Past 12 Months:
Broadcast TV, Cable TV, Radio
(Including Local Teams)
College Basketball
– NCAA Men’s Tournament
– NCAA Women’s Tournament
– Regular Season
College Football
– Bowl Games
– Regular Season
Motorsports
– ALMS (American
Le Mans Series)
– Formula One (F1) Racing
– IndyCar Series
– NASCAR
– NHRA Drag Racing
– Other Auto Races
– Supercross/Motocross
See Also: Media, p. 18
22 scarborough.com
Other Sports
– Extreme/Action Sports
– Figure Skating
– Fishing
– Horse Racing
– Olympics
– PBA (Pro Bowling)
– PBR (Pro Bull Riding)
– Pro Boxing
– Pro Rodeo
– Tournament Poker
– Ultimate Fighting
Championship (UFC)
– WWE (Pro Wrestling)
– Other Sporting Events
Pro Baseball
– All MLB Teams
– Minor League Baseball
– MLB Playoffs
– World Series
Maximum Willing to Pay for a
Single Sports Ticket/Interest
in Buying Partial or Full-Season
Tickets
College Sports
Pro Basketball
– All NBA Teams
– NBA Finals
– NBA Playoffs
– WNBA
Minor League Baseball
Pro Football
– AFL (Arena Football League)
– All NFL Teams
– Monday Night Football
– NFL Playoffs
– Sunday Night Football
– Super Bowl
NBA
Pro Golf
– LPGA Tour (Women’s Golf)
– PGA TOUR (Men’s Golf)
*Willing to Pay for Single Sports Ticket
Pro Tennis
– ATP (Men’s Tennis)
– WTA (Women’s Tennis)
MLB
MLS
NASCAR*
NFL
NHL
Sports Events Attended
Past 12 Months
NASCAR
WWE (Pro Wrestling)
Pro Hockey
– All NHL Teams
– Minor League Hockey
– Stanley Cup Playoffs
Other Sports Event
(Local Market Specific)
– College Sports Teams
– Minor League Baseball
Pro Soccer
– MLS (Major League Soccer)
– U.S. Soccer National Team
Teams
– MLB Teams
– MLS Teams
– NBA Teams
– NFL Teams
– NHL Teams
Avidity/Level of Interest in/
Number of Games Attended
Past 12 Months
College Sports
– Baseball
– Basketball
– Football
– Hockey
Motorsports
– AMA Pro Racing (Motorcycle/
ATV)
– Formula One (F1) Racing
– Grand-Am Road Racing
– IndyCar Series
– Monster Trucks
– MotoGP (Grand Prix
Motorcycle Racing)
– NASCAR
– NHRA Drag Racing
– Supercross/Motocross
Pro Sports
– AFL (Arena Football League)
– ATP (Men’s Tennis)
– European Soccer
– Extreme/Action Sports
– Horse Racing
– LPGA Tour (Women’s Golf)
– Mexican Soccer
– Minor League Baseball
– Minor League Hockey
– MLB
– MLS
– NBA
– NBA D-League (NBA
Development League)
– NFL
– NHL
– PBR (Pro Bull Riding)
– PGA Tour (Men’s Golf)
– Pro Boxing
– Pro Rodeo
– Ultimate Fighting
Championship (UFC)
– WNBA
– WTA (Women’s Tennis)
Other Sports
– Figure Skating
– Gymnastics
– High School Sports
– Olympics
– WWE (Pro Wrestling)
Sports Apparel With Team/League
Logos Purchased Past 12 Months
College Sports
High School Sports
MLB
NASCAR
NBA
NFL
NHL
WWE (Pro Wrestling)
Other Sports
the Very Interested in Major League Baseball >
path Paid $50+ for a MLB Ticket >
42%
of adults
very interested in Major
League Baseball who have
paid $50 or more for a
MLB ticket bought MLB
apparel in the past year.
scarborough.com
23
Telecom
& Mobile
Wireless/Cell Phone
Service Subscriber
Wireless/Cell Phone Features Used
Data (Email, Internet, etc.)
Wireless/Cell Phone
Amount of Monthly Bill
Texting
– Number of Text Messages
Sent Yesterday
Brand of Wireless/Cell Carrier
Brand of Wireless/Cell Phone Own
Operating System
Payment Plan
– Prepaid Usage
– Receive Bill Each Month
Telephone*
International Areas Called for
Personal Reasons Past 30 Days
Long-Distance Carrier
Plan to Purchase*
Plan to Switch Carrier
the Smartphone Owners >
path Banking on Smartphone >
30%
of
Generation X
Smartphone owners
who bank on a cell phone
use Bank of America.
*Household Measurements
See Also: Digital & Internet, p. 10
24 scarborough.com
Transportation
Modes Of Transportation Used
Past 7 Days
Bicycle
Out-of-Home Media
Pedestrian Traffic
Bus
Airports Used as Point of
Departure Past 12 Months
Carpool
Drive
Taxi
Other
Roads Traveled Past 7 Days
Places Viewed Digital
Video Displays
Past 6 Months
Past 30 Days
Total Miles Traveled Past 7 Days
Distance Walked in Town, City
or Downtown Area Past 7 Days
Time Spent Commuting to
Work One-Way
the Traveled 200+ Miles >
path Spent 30 Minutes or More Traveling to Work >
57%
of adults who
traveled 200+ miles in the
past 7 days and spend 30
minutes or more traveling
to work saw digital video
displays at least one time
in the past 30 days.
See Also: Travel, p. 26
scarborough.com
25
Travel
Shopped/Purchased Online Past
12 Months
Airline Tickets
Other Travel Reservations
Places Visited for an Overnight
Stay or Longer in the Past
12 Months
Travel-Related
Airlines Used Past 12 Months
– Business
– Personal/Vacation
Airport Used as Point of Departure
Past 12 Months
Attractions Visited Past
12 Months
Cruise Lines Used Past 3 Years
Number of Domestic Airplane
Round-Trips Taken Within the
Continental U.S. in the Past
12 Months
Business
Hotels/Motels Used Past
12 Months
– Business or Personal/Vacation
Combined Business/Personal
Use of Travel Agent*
Personal/Vacation
Used Internet Past 30 Days for
Travel Reservations
Total Trips
Places Traveled Outside
Continental U.S. Past 3 Years
Number of Round Trips Taken
Outside Continental U.S. Past
3 Years
Business
Rental Car Companies Used Past
12 Months
Participated in Company
Purchasing Decision
Business Travel/Convention
Arrangements
Combined Business/Personal
Personal/Vacation
Total Round Trips
the Shopped Online for Airline Tickets >
path Took Three or More Domestic Air Round Trips >
22%
*Household Measurements
Also See: Transportation, p. 25
26 scarborough.com
of online
airline ticket shoppers
who took 3+ domestic air
round trips in the past
12 months chose to fly
Southwest most often.
Voting
Registered to Vote
Political Party Affiliation
Frequency of Voting
Local Elections
Presidential Elections
Statewide Elections
Contributed to Political
Organization*
the Self-Identified Independent >
path Always Vote in Presidential Elections >
8%
of self-identified
Independents who
say they always vote
in presidential elections
contributed to a
political organization in
the past year.
*Household Measurements
scarborough.com
27
Local Market
Consumer
Insights
WA
Seattle
Spokane
Salt Lake City, UT
Portland
42%
OR
of adult
residents participated
in volunteer work
in the past 12 months.
Denver, CO
66%
of adult
residents typically
use a Visa card.
MT
WY
Sacramento
Salt Lake City
San Francisco
26%
of adult
residents completed an
interior paint or wallpaper
home improvement
in the past year.
NV
UT
CA
Fresno
Bakersfield
Cleveland, OH
ID
Colorado Springs
CO
Las Vegas
Los Angeles
San Diego
Denver
AZ
Albuquerque
NM
Phoenix
Tucson
El Paso
Providence, RI
51%
of adult
residents typically
watch the local
evening news.
AK
Washington, DC
23%
of adult
residents used a
mobile device to read
a newspaper in the
past 30 days.
28 scarborough.com
Honolulu
HI
ME
ND
VT
MN
SD
WI
Minneapolis/St. Paul
Milwaukee
Grand Rapids
IA
Indianapolis
IL
Kansas City
KS
OK
IN
TN
Little Rock
AR
Dallas/Ft. Worth
LA
TX
OH
Knoxville
Chattanooga
Memphis
WV
MS
Mobile, AL/Pensacola, FL
AL
NH
New York
MA
Boston
Albany
Hartford
Baltimore
CT
Providence
RI
NJ
DE
Washington, DC
VA
Richmond
MD
Norfolk
Roanoke
Greensboro
NC
Charlotte
Greenville
Atlanta
Birmingham
PA
NY
Philadelphia
Pittsburgh Harrisburg
KY
Nashville
Buffalo
Cleveland
Louisville
Lexington
MO
Oklahoma City
Rochester
Flint/Saginaw
Columbus
Cincinnati
St. Louis
Tulsa
MI
Detroit
Toledo
Chicago
Des Moines
NE
Green Bay/Appleton
Syracuse
Raleigh/Durham
SC
GA
Jacksonville
New Orleans
Austin
Houston
Orlando
Tampa
Fort Myers
San Antonio
FL
West Palm Beach
Miami
Harlingen/McAllen
scarborough.com
29
30 scarborough.com
The Local
Perspective.
scarborough.com
scarborough.com
31
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