Scarborough Digital Media Infographic

1. Digital Media.
All four markets index high
forhousehold incomes over
$250,000 peryear.
AFFLUENCE
All four markets have high numbers
of adults who have a college degree or
higher, compared to the U.S. overall (26%).
EDUCATION
40+39+35+2939%40% 35% 29%
All four markets have high levels of
white-collaremploymentcompared
to all U.S. adults (38%).
49+47+46+4147%49% 46% 41%
EMPLOYMENT
GENERATION
Allfourmarketshavehighnumbers
of Generation X-ers compared to
the U.S. overall (27%).
31+30+30+2930%31% 30% 29%
CHILDREN
Threeofthemarketsrankhighfor
having children age 17 and under
livingintheirhouseholdcompared
to the U.S. overall (39%).
45+41+41+3841%45% 41% 38%
What qualities
do theyshare
that keep them in
the top ten markets
across the board?
������������������������������������������������SAN FRANCISCO, CA
WASHINGTON, DC
AUSTIN, TX
BALTIMORE, MD
SALT LAKE CITY, UT
COLORADO SPRINGS, CO
DALLAS, TX
ATLANTA, GA
COLUMBUS, OH
NORFOLK, VA
SEATTLE, WA
KANSAS CITY, MO
PORTLAND, OR
2 0 0 9 2 0 1 2
22%
21% 59%
21% 62%
21% 59%
20% 61%
20%
20% 61%
20% 60%
20% 60%
19%
62%
61%
60%
U S E D T H E I N T E R N E T I N P A S T 3 0 D AY S F O R
Social Networking
Source: Scarborough USA+
Study, Release 2, 2009, 2012.
© 2013 Scarborough.
Top 10 Local Markets
in 2009v. 2012
2012
2009
I N T H E P A S T 3 0 D AY S
Accessed Internet
2012
2002
WASHINGTON, DC
BOSTON, MA
AUSTIN, TX
SALT LAKE CITY, UT
SAN FRANCISCO, CA
MINNEAPOLIS, MN
HONOLULU, HI
SACRAMENTO, CA
ALBANY, NY
NEW YORK, NY
NEW ORLEANS, LA
SYRACUSE, NY
2 0 0 2 2 0 1 2
U S E D T H E I N T E R N E T I N P A S T 3 0 D AY S F O R
NewspaperWebsite
Source: Scarborough USA+ Study, Release 2, 2002, 2012.
© 2013 Scarborough.
29% 36%
24% 39%
23% 31%
22%
21% 33%
21%
20%
20%
20%
32%
40%
34%
19%
HARRISBURG, PA
PHILADELPHIA, PA
WEST PALM BEACH, FL
32%
31%
31%
������������������������������������������������������������
ATLANTA, GA
LAS VEGAS, NV
WASHINGTON, DC
MIAMI, FL
LOS ANGELES, CA
HONOLULU, HI
SACRAMENTO, CA
NEW YORK, NY
MEMPHIS, TN
AUSTIN, TX
DALLAS, TX
2 0 0 7 2 0 1 2
U S E D T H E I N T E R N E T I N P A S T 3 0 D AY S O N A
Smartphone
Source: Scarborough USA+
Study, Release 2, 2007, 2012 .
© 2013 Scarborough.
37% 52%
36%
36% 52%
34% 52%
34%
35%
33%
33%
50%
57%
56%
33%
HOUSTON, TX
KANSAS CITY, MO
SAN FRANCISCO, CA
53%
52%
50%
DENVER, CO 50%
2007 2012
SAN FRANCISCO, CA
AUSTIN, TX
WASHINGTON, DC
HOUSTON, TX
RICHMOND, VA
DALLAS, TX
MEMPHIS, TN
SACRAMENTO, CA
RALEIGH, NC
HARTFORD, CT
2 0 0 2 2 0 1 2
U S E D T H E I N T E R N E T I N P A S T 3 0 D AY S T O
Listento Radio
Source: Scarborough USA+ Study, Release 2, 2002, 2012.
© 2013 Scarborough.
11% 26%
10% 32%
10% 25%
9%
9%
9%
9%
9%
ATLANTA, GA 28%9%
27%
26%
DENVER, CO
SAN ANTONIO, TX
COLUMBUS, OH
26%
26%
25%
SEATTLE, WA 25%
2002
2012
2002 2012
A S C A R B O R O U G H I N F O G R A P H I C
FOLLOW US ON &
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?
These four markets are almost always in the top ten
for every online media activity in every year measured.
But that isn’t the whole story.
I N D E X
285
I N D E X
297
I N D E X
126
I N D E X
113
Washington, DC
Atlanta, GA
San Francisco, CA
Austin, TX
Source: Scarborough USA+
Study, Release 2, 2002, 2012.
© 2013 Scarborough.
San Francisco, CA
adults are nearly
three times more
likely than all U.S.
adults to have an
annual household
income of $250K.
In 2002, Portland, OR
was not a Top 10 Market
for internet access.
In 2012, Boston, MA
was not a Top 10 Market
for internet access.
Did you see that?
What’s up with Atlanta, Austin,
San Francisco, and Washington, DC?
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.
Top 10 Local Markets
in 2002v. 2012
Top 10 Local Markets
in 2007v. 2012
Top 10 Local Markets
in 2002v. 2012
67%
AUSTIN, TX
WASHINGTON, DC
SEATTLE, WA
SAN FRANCISCO, CA
DENVER, CO
SALT LAKE CITY, UT
BOSTON, MA
SAN DIEGO, CA
ATLANTA, GA
MINNEAPOLIS, MN
COLORADO SPRINGS, CO
PORTLAND, OR
2 0 0 2 2 0 1 2
69% 85%
69% 85%
68% 86%
66% 84%
86%64%
64%
64% 83%
64% 83%
64% 85%
83%
83%
Top 10 Local Markets
in 2002v. 2012
Atlanta adults are
56%more likely
to live in a
household that plans
to buy a smartphone
in the next year.
Austin
adults are 39%more likely to think
social networking is
very important for
playing games.
Austin
adults are 31%more likely to own
a smartphone.
Austin wireless adults are 51%more likely to use a wireless phone for
online banking than all wireless adults.
They’re also
more likely 67%to visit LinkedIn, and
24%more likely
to think
social media is very
important for meeting
or networking with
professional contacts.
Washington, DC
adults are
40%more likely
to have clicked on
a social media
advertisement in the
last 30 days.
For purchase information for
this, or any other consumer
topics, please contact:
Scarborough
Haley Dercher • 646.517.1042
hdercher@scarborough.com
dialog.scarborough.com
FOLLOW US ON &
Atlanta adults are 25%more likely to agree that
they feel really good about
seeing celebrities in the
media that share their
ethnic background.
Washington, DC
adults are
27%more likely
to agree completely
that they often find
themselves in a
leadership position.
They’re also
more likely 23%to agree completely
that their goal is to
make it to the top of
their profession.
San Francisco adults are
48%more likely to
have graduated
college, and are
more likely to
have post-graduate
education.
68%
They’re also 11%more likely to agree that
they strive to achieve
high social status, and
more likely
to agree
completely that they
consider themselves
sophisticated.
30%
Austin
adults are 11%more likely to agree
that they like to
live a lifestyle that
impresses others.
Austin
adults are 38%more likely to disagree
completely that they
consider themselves
to be sociable.
Atlanta adults are
16%more likely
to have
children under the
age of 17 living in
their home.
They’re also 20%
more likely to agree
that they are more
connected to their
ethnic heritage than
their parents are.
Washington, DC
wireless/cell phone
owners are
20%more likely
to check for news,
weather, or traffic than
all wireless/cell phone
owners.
San Francisco
adults are
39%more likely
to plan to buy a tablet in
the next year, and
more likely to plan
to buy a smartphone.
27%
SALT LAKE CITY, UT 33%
NEW YORK, NY 8%