scarborough research: chattanooga facts and insights

Copyright © 2012 Scarborough Research. Confidential and proprietary. 1

Chattanooga, USA A Local Market Perspective

Gary Meo

SVP Print & Digital Media Services


Agenda

Brief Scarborough overview

How well do you know Chattanooga?

Demographics

Trends

Activities and interests

Voting and politics

Media offline and online

Conclusion


Scarborough is…

Local market experts and the leading authority on American consumers locally Measure 110 Local Markets

Nationally comprehensive200,000+ adults surveyed nationally

Two phase methodology – telephone and mail/internet

2,000 + categories and brands

J/V between Nielsen & Arbitron 5

4

3

2

1

200,000+ adults surveyed nationally

telephone and mail/internet telephone and mail/internet

J/V between Nielsen & Arbitron


Media

Shopping/Retail

Behavior

Product/Service

Consumption

Entertainment/

Lifestyle

Demographics

Strategic marketer/advertiser applications

HealthView, PRIZM, Personicx, Tapestry, MOSAIC, VALS, Proprietary

Scarborough Measures…

• Shopping Centers • Malls • Department Stores • Drug Stores • Supermarkets • Convenience Stores • Discounters • Mass-Merchandisers • Specialty Shops • Clothing Stores • Sporting Goods • Furniture Stores • Coupon Usage • On-line and Off-line

• Alcoholic/Non- Alcoholic Beverages

• Automotive • Banking & Financial • Computers • Fast Food &

Restaurants • Home Improvement • HealthCare/Insurance • Travel • Business-to-business • Internet Usage • Telecommunications

• Sports Involvement • Events Attended • Leisure Activities • Personal Activities • Voting Behavior

• 24 Individual & HH Level Measures

• Lifestyle Changes

Events Attended

HH Level Measures

• Newspaper • Radio • TV-Broadcast • TV-Cable • City/Regional

Magazines • Out-of-Home • Direct Mail • Yellow Pages • Computer • On-Line/Internet


Our Clients ...

RADIO

ONLINE

TELEVISION

MOBILE NEWSPAPER

OUT-OF-HOME

MARKETERS & AGENCIES

SPORTS


How well do you know Chattanooga?


Chattanooga is…

Nielsen DMA #86 with 366,790 TV HHLDS (between #85

Madison, WI and # 87 Harlingen, TX)

A DMA comprised of 17 counties (10 in Tennessee, 6 in

Georgia and 1 in North Carolina)

Home to 741,344 adults age 18+

Home to the MiLB team Chattanooga Lookouts (over 96K

attended a game and over 60K listened to a game on the radio or watched a game on TV in the past 12 months)

5

4

3

2

1

Home of Volkswagen North American manufacturing headquarters (over 37,000 adults plan to buy a new/leased

vehicle in the next 12 months)


Coke or Pepsi?

43% 7%

Source: Scarborough Chattanooga R 1 2012. Base = Total Chattanooga DMA adults age 18+ (741,344) Includes regular and diet soft drinks brands drank most often.


Coke Classic or Diet Coke?

25% 11%

Source: Scarborough Chattanooga R1 2012. Base = Total Chattanooga DMA adults age 18+ (741,344) Soft drinks brands drank most often – Coca-Cola Classic and Diet Coke


Target or Walmart?

21% 72%

Bought at Target or Walmart in the past 30 days

Source: Scarborough Chattanooga R1 2012. Base = Total Chattanooga DMA adults age 18+ (741,344)


Burger King or McDonalds?

22% 45%

Fast food restaurant visited for breakfast/lunch/dinner in the past 30 days

34% Source: Scarborough Chattanooga R1 2012 and USA+. Base = Total Chattanooga DMA adults age 18+ (741,344)


Boxers or Briefs?


• Plan to buy a compact car in the next 12 months #1• Healthcare practitioners and technical occupations #1• Drink PowerAde most often #1• Drinking Caffeine Free Coke in the past 7 days #1• Watched the Cartoon Network in the past 7 days #1• Ate breakfast at Hardees in the past 30 days #1• Shopped at Wal-Mart in the past 3 months #1• Listening to Religious radio format (M-S 6am-Mid cume) #1

Chattanooga #1 for ...

Based on Horz% (index) measured by Scarborough USA+ R1 2012


Demographic Profile


East South Central Census Division

•Alabama •Kentucky •Mississippi •Tennessee


Chattanooga Demographic Profile

Race/Ethnicity % of Pop Index

Non-Hispanic White 83% 109

Black/ African American

11% 60

Asian/other 2% 89

Hispanic 4% 122

Men, 49%

Women, 51%

Gender

*Indexed against the adult 18+ population of the East South Central Census Division.

% of Pop. Index*

Generation Y

Ages 18 to 29 18% 89

Generation X

Ages 30 to 44 27% 108

Baby Boomer

Ages 45 to 64 35% 98

Silent Generation

Age 65+ 20% 104


Chattanooga Demographic Profile

Not Married

38%Index 93

Married 62%

Index 105

38%

28%

11%

7%

High school …

Some college

College Grad

Post grad

24%

39%

37%

$75,000 or more

$35,000 to $75,000

Less than $35,000 95

109

94

% of Pop. Index

Homeowners 72% 98Rent/other 28% 105

Marital Status

Index Index

98

102

97

104


Household Income Level of Education


Chattanooga Work Force

5%

7%

8%

9%

11%

15%

Construction, Extraction, and Maintenance, other

Management, Business and Financial Operations

Service

Production, Transportation and Material Moving

Sales and Office

Professional and Related Occupations

Occupation Summaries Employment % of Pop. Index

Employed 55% 102Employed full-time (35+ hours)

41% 102

Employed part-time(<35 hours) 14% 100

White collar 32% 109Blue collar 23% 94

Not employed 45% 98Retired 19% 103Laid-off/looking for work 6% 106

Homemaker, student, other 9% 93

130

99

101

88

89

85


Index


What is the median annual household income in Chattanooga?

$50,985

$41,710

$41,655 $41,655

Source: Scarborough Chattanooga R1 2012 and USA+. Base = Total Chattanooga DMA adults age 18+ (741,344)

U.S.

Census Division


Trends


Employment

4% increase of employed Chattanooga adults in the past year

● 2008-49,815

● 2012-65,676

Self Employed/Small Business Owner

● 2008- 80,297

● 2012- 93,763 +17%

Source: Scarborough Chattanooga R 1 2008-2012.

Base = Total Chattanooga DMA adults age 18+ (741,344)

Self Employed/Small Business Owner Working Moms

+32%


Source: Scarborough Chattanooga R1 2008 – R1 2012.

Base = Total Chattanooga DMA adults age 18+

Retirees

122,104118,604

126,053130,707

140,083

2008 2009 2010 2011 2012+5%

+ 15%

9,234

19,062 2010

2012

Chattanooga Adults Who Plan To Look For A Nursing Care/Retirement Facility

Retired Chattanooga Adults


Source: Scarborough Chattanooga R1 2008 – R1 2012. Base = Total Chattanooga DMA adults age 18+ who own a home

Home Ownership

Home Efficiency 2010 vs. 2012

517,033

2008 2009 2010 2011 2012

Money Spent On Home Improvements Past 12months

2008 2012

$337 million $542 million

•Use energy efficient light bulbs up 117%

•Use less water up 142%

•Own an energy saving appliance up 3%

528,094 541,365 525,121 531,009 +2% +3% -3% +1%


Tech

60%40%

YesNo

69%

31%YesNo

73%27%

86%

14%

HHLD obtains coupons via the internet*

57,759

122,840

2008 2012

2008 2008 2012 2012

+113%

Use Wireless/Cell

Source: Scarborough Chattanooga R 1 2008- 2012. *Base = Total Chattanooga DMA adults who accessed the internet in the past 30 days.

Internet Access


Activities and Interests


Cat or dog?

29% 54%



Cat or dog – among women?

27% 52%

Source: Scarborough Chattanooga R 1 2012. Base = Total Chattanooga DMA adults age 18+ (741,344)


What percent of Chattanooga adults have visited a casino in the past year?

55%

43%

11%

2%

11% Index

42




Slots or table games?

75% 15%

Source: Scarborough Chattanooga R1 2012. Base = Total Chattanooga DMA adults age 18+ who have visited a casino in the past year (82,124)


What percent of Chattanooga adults have used a hotel/motel in the past year?

72%

59%

34%

12%

59% Index 100




Business or vacation?

14% 51%



Chattanooga Around the Town

Interests* % of Pop. Index

Collegefootball 28% 91

NFL 22% 95

Olympics 17% 108

NASCAR 11% 107

MLB 10% 106

Events % of Pop. Index

Any professional sports event

24% 90

High School sports event 20% 86

Zoo 18% 77

Comedy Club 11% 177

Symphonyconcert,opera 6% 137

Activities % of Pop. Index

Gardening 41% 98

Swimming 36% 115

VolunteerWork 28% 111

Photography 27% 122

Jogging-running 23% 109

*Past 12 months. Current interest level: very. Indexed against the adult 18+ population of the East South Central Census Division.


Titans or Falcons?

33% 28%



Recycle glass, plastic or paper

Have energy-efficient windows

Use cloth or reusable grocery bags

Use energy efficient light-bulbs Use energy efficient light-bulbs

What eco-friendly activities do Chattanooga adults do on a regular basis?

Use energy efficient light-bulbs

Recycle glass, plastic or paper 44%

34%

32%

71%



Is Chattanooga greener than the U.S. or C.D.?

U.S. 44% Census Division 32% Chattanooga 37%

Green = doing 5 or more eco-friendly activities on a regular basis

Source: Scarborough Chattanooga R1 2012 & Scarborough USA+ R1 2012

Census Division 32% Census Division 32%

Green = doing 5 or more eco-friendly


Chattanooga is Charitable

68%

35%

17%

17%

8%

7%

6%

66% contributed money to an organization

Religious

Environmental (index 124)

HealthCare/Medical

Political

Social Care/Welfare (index 110)

Other Organization

Base= Chattanooga adults who contributed money to an organization: 494,364

Arts/cultural

Indexed against the adult 18+ population of the East South Central Census Division. .


Voting and Politics


Registered Republican, Democrat or Independent?

32% 22%

Source: Scarborough Chattanooga R1 2012. Base = Total Chattanooga DMA adults age 18+ who are registered to vote Independent includes independent, but feels closer to Democrat or Republican

30%


27%36% 37%

29% 28%43%

11% 11%

78%

0%

20%

40%

60%

80%

100%

Never Sometimes Always

Chattanooga At The Polls

Local State Presidential

Republican

32%

Democrat

22%

Independent

11%

Independent, but feel closer to Republicans

11%

Independent, but feel closer to Democrats

8%

15% - None of these

Source: Scarborough Chattanooga R1 2012.

Base =Base = Total Chattanooga DMA adults age 18+ who are registered to vote


Fox News or MSNBC?

26% 7%

Source: Scarborough Chattanooga R1 2012. Base = Total Chattanooga DMA adults age 18+ (741,344) Cable networks/stations watched in the past 7 days

35%


Media

http://www.us101country.com/main.html


Cable TV or Satellite?

63% 37%

Source: Scarborough Chattanooga R1 2012 Base = Chattanooga adults age 18+ that have either cable or satellite TV (638,429)


What percent of Chattanooga adults have a satellite radio subscription?

15%

13%

9%

6%

9% Index

87



Chattanooga Weekly Media Usage

Watch any prime time TV

Listen to any Terrestrial Radio

Read a printed Newspaper

Accessed the Internet (past 30 days)

Watched any prime time Cable TV

67%

87%

84%

73%

67%




Television & More

Household owns/uses DVR(digital video recorder)

41% 100

Household subscribes toHDTV service via satellite/cable

39% 107

Household subscribes toPremium Cable channels

31% 89

Household used video on demand (past 30-days) 30% 132

. Base = Total Chattanooga DMA adults age 18+ (741,344)

Indexed against the adult 18+ population of the East South Central Census Division.


Television Daypart Viewing

32%

42%

60%

39%

72% 65%

84%

67%

47%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%




Radio Daypart Listening

66% 68% 69%

42%

0%

20%

40%

60%

80%

100%

6AM - 10AM M-F 10AM - 3PM M-F 3PM - 7PM M-F 7PM - MID M-F

Base = Chattanooga Arbitron Radio Metro (413,729 adults age 18+)


Newspaper Reading

67% 63%

57% 55%

0%

20%

40%

60%

80%

100%

Chattanooga Knoxville Memphis Nashville

Base = DMA

Percentage of DMA adults who read a printed newspaper in the past week


33%

20%

19%

18%

16%

Country

Pop Contemporary Hit …

Adult Contemporary

News/Talk/Information

Classic Rock

Radio Formats

Content Preferences by Medium

35%

32%

31%

30%

28%

History

The Weather Channel

Discovery Channel

USA

ESPN

Cable Networks

61%

54%

44%

37%

36%

Main news/front page …

Local news section

Classified advertising

Advertising …

Comics

Newspaper Section

59%

56%

52%

43%

41%

Movies

Local news - evening

Comedies

Local news - morning

Mystery/suspense/crime

Types of TV Programs



Desktop, laptop or mobile device?

48% 46%

*Mobile device, like a smartphone or iPad. Source: Scarborough Chattanooga R1 2012 current release Base = Total Omaha DMA adults age 18+ (747,276)

28%*


Chattanooga Online

0% 20% 40% 60% 80% 100%

East South Central Census Division

Chattanooga

70%

74%

Access the Internet in Past 30 Days

358,171

Weekly Time Spent CD Chattanooga Index

Less than 1 hour 9% 10% 104

1 - 4 hours 29% 31% 105

5 - 9 hours 23% 19% 82

10 or more hours 37% 40% 108

Type of Connection CD Chattanooga Index

Cable 40% 33% 83

DSL 33% 26% 79

Dial-up 3% 4% 133Fiber optics(FiOS, U-verse, etc)

4% 16% 400

Indexed against adults 18+ of the East South Central Division who access the internet


9%

9%

59%

95%

0% 25% 50% 75% 100%

Twitter

LinkedIn

YouTube

Facebook

Chattanooga’s Social Scene

49% or 362,305 Chattanooga adults used the internet for Social Networking in the past 30 days

(online or on wireless phones)

Source: Scarborough Chattanooga R1 2012. Base = Social Networkers


Internet Spending

0% 5% 10% 15% 20%

Less than $100

$100 - $249

$250 - $499

$500 - $999

$1,000 - $2,499

$2,500 or more

9%

14%

16%

11%

8%

7%

10%

13%

15%

12%

10%

6%East South Central Census Division

Chattanooga

Indexed against adults 18+ of the East South Central Division who access the internet


86% of Chattanooga adults use wireless a phone. What % uses their phone to

access the internet?

38%

72%

55%

12%

38% Index

93

Indexed against adults 18+ of the East South Central Division who have a wireless phone


Wireless Activities

Chattanooga CD

Text messaging 66% 65%E-mail 25% 29%News/weather/traffic 24% 28%Search 23% 27%Social networking 22% 25%Music (listen or download) 22% 22%Maps/GPS navigation 20% 23%Games (play or download) 18% 22%Watch video clips 11% 18%Sports scores/updates 10% 12%

Base=East South Central Division who have a wireless phone


What is Chattanooga’s favorite alcoholic beverage?

14% 9%

But why is the rum gone?

Source: Scarborough Chattanooga R1 2012. Base = Total Chattanooga DMA adults age 21+ (709,001) Liquor drank in past 30 days.


What have we learned about Chattanooga adults?

• They’re rum drinkers; possible pirate obsession.

• They index above average for having post-graduate educations and being employed in professional and related occupations; median annual HHI is slightly below the census division.

• They prefer dogs to cats, regardless of the cuteness of the cat.

• They swim and jog for exercise, love comedy (maybe too much) and enjoy the football, Olympics, NASCAR and MLB.

• Nearly a third identify as independent voters.

• Faith is key to this community.

• Heavy consumers of media; strong market for newspaper reading and radio listening; very interested in news in general.

• Are more likely to spend 10 hours or more online in an average week compared to the census division average.

• Heavy users of social media, especially Facebook.

• Boxers of briefs? We may never know . . . and that’s just as well.


Thanks!

Gary Meo

SVP, Print and Digital Media Services

Scarborough Research

[email protected]

facebook.com/Scarborough Research

@ScarboroughInfo

mailto:[email protected]

mailto:[email protected]