steve markenson ama baltimore presentation
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Agenda
BackgroundThe BasicsFido and Fluffy
Work LifeMe and My CommunityHealthy LifestylesLiving with TechnologyInside the Consumer¶s MindHeroesQ&A
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Background
WB&A¶s MarkeTrak® Study established in 1989
2000 ± Baltimore-Washington Psychographic Study
2006 ± Baltimore-Washington-U.S. Psychographic
Study
2011 ± Understanding the Consumer Mindset
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Background
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Background
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Inside the Consumer¶s Mind
Work
Technology
Health
Family
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The Basics
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U.S. Population:
� 308,745,538 people(+9% since 2000)
� 128,000,000 households
The Basics
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Inside the Consumer¶s Mind
Baltimore:
� 2,700,000people(+5% since 2000)
� 975,000
households
Washington
:� 5,400,000
people(+14% since 2000)
� 1,800,000
households
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A Melting Pot
4%
4%
29%
62%
10%
13%
27%
51%
4%
15%
12%
75%
Asi
Hispanic
Black/African-American
Caucasian
U.S.
Washington
Baltimore
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9%
6%8%
29%
41%
24%
Baltimore
10
Educated, Affluent and Working
GraduatedCollege
Median
HouseholdIncome
$52,000
$86,000
$68,000
Unemployment
Washington
U.S.
Washington BaltimoreU.S.
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Fido and
Fluffy
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Pet Ownership
12
U.S. 57%
Washington 47%
Baltimore 56%
©Gary Larson
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Fido
13
35%
32%
37%U.S.
Washington
Baltimore
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U.S.32%
Washington21%
Baltimore30%
Fluffy
14
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Work Life
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Commuting
16
47
64
42
53
2006 2011
Round Trip Commute(in minutes)
51%51% of of
BaltimoreansBaltimoreans
consider consider
traffictraffictoto be a major be a major
problem facingproblem facing
their their
communitycommunity..
(78%, Washington)(78%, Washington)
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8%
13%
10%
43%
93%
15%
11%
29%
54%
91%
Washington
Baltimore
Modes of Transportation
17
Modes Used(in the past 7 days)
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2%
4%
1%
2%
88%
2%
4%
7%
3%
81%
Washington
Baltimore
Modes of Transportation
18
Primary Mode(in the past 7 days)
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2000
432006
39
201141
2000
44
200641
201141
Work Week
19
Average Hours Worked(per week)
Washington Baltimore
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2000
16%2006
10%
2011
12%
2000
19% 2006
14% 2011
11%
Long Work Weeks
20
Washington
Baltimore
Working 50+Hours
(per Week)
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5 or less48% 6 to 20
40%
More than20
12%
5 or less39%
6 to 2039% More than
2022%
21
Seniority on the Job
Washington(mean=9 years)
Baltimore(mean=12 years)
Years at Current Job
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10%
18%
19%
15%
16%
16%
16%
21%
At Client/Customer Office
CompressedSchedule
Travel OutsideArea
Telework
Washington
Baltimore
Different Ways to Work
22
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6%
3%
9%
6%
41%
42%
44%
48%
Baltimore
Washington
Don't know Worse Same Better
A Year From Now Financially
27
More than 4 in 10
Baltimoreansexpect to be
financially better off a year from now.
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Optimism Index
4843
36
2
3338
3035
1810
1
29
54
41
48
26
41 4137 39
30
8
40 39
St rt f Ir q r
F cC p e
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Problems Facing Communities
WashingtonBig Problems
Traffic (78%)
Health Care Costs (69%)
Housing Costs (66%)
Fuel Prices (60%)
Job Market (53%)
Public Education (42%)
Crime (32%)
BaltimoreBig Problems
Fuel Prices (73%)
Health Care Costs (71%)
Job Market (65%)
Housing Costs (57%)
Traffic (51%)
Public Education (48%)
Crime (45%)
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About 75% AgreeAbout 75% AgreeBaltimoreans more likely toBaltimoreans more likely to stronglystrongly agreeagree
30
Community
³I like thecommunity I
currently live in´
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Philanthropy
Abouttwo-thirdsgive time
More than9 in 10 givemoney, foodor clothing
Almost
three-fourthsconsider
themselvescharitable
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Healthy Lifestyles
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Overall Health
33
Excellent/
Very GoodWashington: 66%
Baltimore: 58%
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5%
9%
12%
18%
13%
22%
29%
31%
29%
32%
35%
42%
4%
17%
17%
16%
18%
26%
33%
37%
39%
46%
45%
44%
Hunting
Tennis
Basketball
Fishing
Golf
Yoga
Bowling
Hiking
Bicycling
WeightTraining
Jogging/Running
Swimming
Washington
Baltimore
Activity Participation, Past 12 Months
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Baltimore morelikely than
Washington tostrongly agree
Overalldecrease from2006 and 2000
37
³My health is more important than money´
80% Agree
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HealthyLiving
³I keep up with and try
to followcurrenthealthtrends´
³I tryto eat
healthyevery day´
(higher inWashington)
57%
38
Healthy Lifestyle
62%
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29%
37%
39%
39%
45%
41%
Internet
DVR/TiVo
On Demand
Washington Baltimore
How We Watch Television
42
Hours spentwatching television
has remained
consistent since 2000
³It i i t t t k t d t ith t
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³It is important to keep up-to-date with current
events and news.´
Over 80%
agree� About one-half
strongly agree
� Slightly higher in Washington
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Cell Phones
45
93%
91%Smartphone
34%
Smartphone51%
Other CellPhone
57%
Other CellPhone
42%
Baltimore
Washington
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2006
14%
2011
66%
2006
14%
2011
57%
GPS
46
Washington
Baltimore
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iPad and E-reader
7%Balt.
11%Wash.
Washington: 18%
Baltimore: 13%
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Home Computer
49
76%
86% 92%
64%
78%
88%
2000 20112006
Washington
Baltimore
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Internet
What proportion of Washington-Baltimorearea residents have Internet access?
SearchX
[PDF] Baltimore-Washington Psychographic StudyFile Format: PDF/Adobe Acrobat - Quick View
� 94% in the Washington area (up from 89% in 2006)� 92% in the Baltimore area (up from 81% in 2006)
www.wbanda.com/.../Baltimore-Washington-Psychographic-Study.pdf
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Internet
Washington and Baltimore ALIKE...
� Average 4 hours active Internet use per day
� About 25% spend 6+ hours per day online
Washingto
n
Baltimore
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Internet Engagement
Leader 8%
Contributor 18%
Follower 23%
Observer
37%Not Sure
19%
browses others¶content, butno personal
content posted
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Internet Engagement
Leader 8%
Contributor 18%
Follower 19%
Observer
37%Not Sure
19%
only manages ownprofile page and/or views others¶ content
comments onor reposts
others¶ content
browses others¶content, butno personal
content posted
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Internet Engagement
Leader 7%
Contributor 18%
Follower 19%
Observer
37%Not Sure
19%
posts their owncontent, suchas blogs
only manages ownprofile page and/or views others¶ content
comments onor reposts
others¶ content
browses others¶content, butno personal
content posted
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1%
5%
6%
9%
7%
31%
3%
8%
12%
11%
14%
36%
YouTube
MessageBoards
Blogs
Washington
Baltimore
Websites Visited Daily
56
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Inside the Consumer¶s Mind
Home
Shopping
Me
Family
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Home and Family
Strong feelings,
particularly inBaltimore, withabout 8 in 10
agreeing.
³My familyis the
center of my life´
³Owning myhome is part of the American
dream´
But not asstrong as in2000 and
2006
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BaltimoreArea
61
Leaning to the Left or to the Right
WashingtonArea
41%
³I consider
myself aconservative´
40%
³I consider
myself aliberal´
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Wh t I Lik T D
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What I Like To Do
³I am an
avidreader ́
58%
³I like to travel´75%
³I like to learnabout art,culture and
history´69%
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D i B i
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³I like to dobusiness withcompanies
that do thingsin a new way´
³I¶d rather deal witha person than dealwith a computer or
an automatedphone system´
³I never believe the
claimsmade in
advertising´
66
Doing Business
³I prefer to do business
with locally- or
regionally-based
companies´ - 65%
H
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Heroes
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Q&ASteve Markenson, PRC
President
WB&A Market Research2191 Defense Highway, Suite 401Crofton, MD 21114