This document contains demographic data about consumers in Philadelphia and readers of two Philadelphia newspapers, the Daily News and Inquirer. It includes data on consumer behaviors, interests, and spending habits across many categories such as retail, education, health, automotive, finances, and more. The data shows the percentage of each group that engages in various activities and is indexed to the national average.
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Philadelphia newspaper center city retail
1. 1
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NEWSPAPER IN
PHILADELPHIA PHILADELPHIA
CENTER CITY
2. Retail
Spent $500+ on cosmetics, Spent $500+ on women’s Spent $500+ on women’s shoes
perfumes, or skin care items in casual apparel in the past 12 in the past 12 months (index)
the past 12 months (index) months (index)
318 194 329
Philadelphia Philadelphia Philadelphia
54 88 78
Daily News Daily News Daily News
63 110 187
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
3. Retail
Primary decision makers when Regularly shop for designer goods Regularly shop at
making a major purchase and apparel department stores
79% 54% 92%
Philadelphia Philadelphia Philadelphia
68% 43% 90%
Daily News Daily News Daily News
78% 30% 72%
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
4. Real Estate
Own a home valued at 250k+ Rent their current homes Live in an apartment
(index) (index)
127 60% 228
Philadelphia Philadelphia Philadelphia
31 29% 86
Daily News Daily News Daily News
127 16% 61
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49,25-49, 250k+
5. Education
Attended special/technical or College Educated Have a high school diploma
vocational school in the past
12 months
49% 118 48%
Philadelphia Philadelphia Philadelphia
39% 29 46%
Daily News Daily News Daily News
27% 113 30%
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, A18-49, 25-49, 250k+
6. Recruitment
Regularly search for jobs online Have attended a job or Actively searching for new jobs
(index) recruitment fair in the past 12 (index)
months (index)
145 214 147
Philadelphia Philadelphia Philadelphia
105 57 54
Daily News Daily News Daily News
103 34 35
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
7. Health Care
Are covered by an individual Regularly purchase OTC Purchased weight loss
insurance plan (index) medication medication in the past 12
months (index)
249 64% 171
Philadelphia Philadelphia Philadelphia
130 50% 125
Daily News Daily News Daily News
101 57% 36
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
8. Automotive
Plan on paying 20k+ for a new Own or lease a hybrid vehicle Own a new car
vehicle (index) (index)
119 165 60%
Philadelphia Philadelphia Philadelphia
68 80 50%
Daily News Daily News Daily News
105 23 55%
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
9. Automotive
Plan on purchasing a pre-owned Own 2+ cars Own or lease a luxury vehicle
luxury vehicle in the next 12 (index)
months (index)
431 38% 115
Philadelphia Philadelphia Philadelphia
334 29% 79
Daily News Daily News Daily News
351 34% 81
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
10. Going Out
Lead active lifestyles, participate Have attended a concert in the Have attended a professional
in local outdoor activities past 12 months (index) sporting event in the past 12
months (index)
83% 233 182
Philadelphia Philadelphia Philadelphia
79% 131 119
Daily News Daily News Daily News
81% 142 110
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
11. Going Out
Active in their communities, Regularly dine out Prefer dining out at an upscale
attended local/community restaurant (index)
based events
78% 96% 54%
Philadelphia Philadelphia Philadelphia
74% 92% 26%
Daily News Daily News Daily News
73% 91% 38%
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
12. Financial
Invest in their communities Have contributed to a charitable Invest in their future, have
through local charities and organization in the past year stocks or stock options
businesses
80% 65% 75%
Philadelphia Philadelphia Philadelphia
60% 60% 74%
Daily News Daily News Daily News
63% 63% 75%
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+
13. Financial
Utilize online banking for bill Utilize the services of a full service Are small business owners
payment and loan management stock broker (index) (index)
47% 144 189
Philadelphia Philadelphia Philadelphia
36% 39 150
Daily News Daily News Daily News
46% 144 182
Inquirer Inquirer Inquirer
Source: Scarborough R2 2010, Base: A18-49, 25-49, 250k+