understanding the consumer mindset - wba research
TRANSCRIPT
![Page 1: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/1.jpg)
Understanding the
Mindset of Consumers in the
Washington, DC and Baltimore
Markets
Work Technolog
y
Health
Welcome!
The presentation will begin shortly.
You can listen on your computer’s audio or dial-in at (805) 309-2350
or toll free at (800) 309-2350.
Please enter Conference ID: 289-6026
![Page 2: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/2.jpg)
Understanding the
Mindset of Consumers in the
Washington, DC and Baltimore
Markets
Presented by:
Work Technology
Health
![Page 3: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/3.jpg)
2
Agenda
Background
The Basics
Fido and Fluffy
Work Life
Me and My Community
Healthy Lifestyles
Living with Technology
Inside the Consumer’s Mind
Heroes
Q&A
![Page 4: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/4.jpg)
3
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
![Page 5: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/5.jpg)
4
Background
![Page 6: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/6.jpg)
5
Background
![Page 7: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/7.jpg)
The Basics
![Page 8: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/8.jpg)
7
U.S. Population: • 308,745,538 people
(+9% since 2000)
• 128,000,000 households
The Basics
![Page 9: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/9.jpg)
8
Inside the Consumer’s Mind
Baltimore: • 2,700,000
people (+5% since 2000)
• 975,000
households
Washington
: • 5,400,000
people (+14% since 2000)
• 1,800,000
households
![Page 10: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/10.jpg)
9
A Melting Pot
4%
4%
29%
62%
10%
13%
27%
51%
4%
15%
12%
75%
Asian
Hispanic
Black/African-American
Caucasian
U.S.
Washington
Baltimore
![Page 11: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/11.jpg)
9%
6% 8%
29%
41%
24%
Baltimore
10
Educated, Affluent and Working
Graduated
College
Median
Household
Income
$52,000
$86,000
$68,000
Unemployment
Washington
U.S.
Washington Baltimore U.S.
![Page 12: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/12.jpg)
Fido and Fluffy
![Page 13: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/13.jpg)
Pet Ownership
12
U.S. 57%
Washington 47%
Baltimore 56%
©Gary Larson
![Page 14: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/14.jpg)
Fido
13
35%
32%
37% U.S.
Washington
Baltimore
![Page 15: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/15.jpg)
U.S. 32%
Washington 21%
Baltimore 30%
Fluffy
14
![Page 16: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/16.jpg)
Work Life
![Page 17: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/17.jpg)
Commuting
16
47
64
42
53
2006 2011
Round Trip Commute (in minutes)
78% of
Washingtonian
s consider
traffic to be a major
problem facing
their
community
versus 51% in
Baltimore.
![Page 18: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/18.jpg)
8%
13%
10%
43%
93%
15%
11%
29%
54%
91%
Washington
Baltimore
Modes of Transportation
17
Modes Used (in the past 7 days)
![Page 19: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/19.jpg)
2%
4%
1%
2%
88%
2%
4%
7%
3%
81%
Washington
Baltimore
Modes of Transportation
18
Primary Mode (in the past 7 days)
![Page 20: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/20.jpg)
5 or less 48% 6 to 20
40%
More than 20
12%
5 or less 39%
6 to 20 39% More than
20 22%
19
Seniority on the Job
Washington (mean=9 years)
Baltimore (mean=12 years)
Years at Current Job
![Page 21: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/21.jpg)
10%
18%
19%
15%
16%
16%
16%
21%
At Client/Customer Office
CompressedSchedule
Travel OutsideArea
Telework
Washington
Baltimore
Different Ways to Work
20
![Page 22: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/22.jpg)
Business Travel
21
![Page 23: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/23.jpg)
Me and My Community
![Page 24: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/24.jpg)
10 or less 21%
11-30 26%
More than 30
51%
10 or less 28%
11-30 35%
More than 30
36%
23
Years Lived In…
Washington (mean=26 years)
Baltimore (mean=34 years)
![Page 25: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/25.jpg)
29%
30%
18%
37%
Now Compared to One Year Ago Financially
24
Washington Baltimore
Better Worse Better Worse
![Page 26: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/26.jpg)
6%
3%
9%
6%
41%
42%
44%
48%
Baltimore
Washington
Don't know Worse Same Better
A Year From Now Financially
25
More than 4 in 10
expect to be
financially better off
a year from now.
![Page 27: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/27.jpg)
26
Optimism Index
4843
36
21
3338
3035
1810
19
29
54
41
48
26
41 4137 39
30
8
40 39
Baltimore
Washington
Start of
Iraq War
Financial
Collapse
![Page 28: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/28.jpg)
27
Problems Facing Communities
Washington
Big Problems
Traffic (78%)
Health Care Costs (69%)
Housing Costs (66%)
Fuel Prices (60%)
Job Market (53%)
Public Education (42%)
Crime (32%)
Baltimore
Big Problems
Fuel Prices (73%)
Health Care Costs (71%)
Job Market (65%)
Housing Costs (57%)
Traffic (51%)
Public Education (48%)
Crime (45%)
![Page 29: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/29.jpg)
28
Community
“I like the
community I
currently live in”
Baltimoreans more likely to
strongly agree than
Washingtonians
About 75% Agree
![Page 30: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/30.jpg)
Healthy Lifestyles
![Page 31: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/31.jpg)
Overall Health
30
Excellent/
Very Good
Washington: 66%
Baltimore: 58%
![Page 32: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/32.jpg)
Weekly Exercise
31
3+ Days per Week
Washington: 64%
Baltimore: 57%
None
Washington: 11%
Baltimore: 17%
![Page 33: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/33.jpg)
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
32
![Page 34: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/34.jpg)
33
Sleep Habits
Only about 25%
get 8 hours of
sleep on
weeknights More than 50%
get 8 hours of
sleep on
weekends
Less than 50%
get “a good
night’s sleep”
every or almost
every night
![Page 35: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/35.jpg)
Baltimore more likely than
Washington to strongly agree
Overall decrease from 2006 and 2000
34
“My health is more important than money”
80% Agree
![Page 36: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/36.jpg)
Healthy Living
“I keep up with and try
to follow current health trends”
“I try to eat
healthy every day”
(higher in Washington)
Balt
57%
35
Healthy Lifestyle
Balt
62%
Wash
68%
Wash
56%
![Page 37: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/37.jpg)
36
“I Value My Doctor’s Opinion”
75%
Agree (about one-third
completely
agree)
Decreasing
agreement (90%+ in 2000)
![Page 38: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/38.jpg)
Living with Technology
![Page 39: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/39.jpg)
29%
37%
39%
39%
45%
41%
Internet
DVR/TiVo
On Demand
Washington Baltimore
How We Watch Television
38
Hours spent
watching television
has remained
consistent since 2000
![Page 40: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/40.jpg)
39
“It is important to keep up-to-date with current
events and news”
Over 80%
agree
• About one-half
strongly agree
• Slightly higher in
Washington
![Page 41: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/41.jpg)
Newspapers (Washington)
40
News/Information Sources
Internet
Television (Baltimore)
Radio
Word-of-mouth
Magazine
![Page 42: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/42.jpg)
Cell Phones
41
93%
91% Smartphone
34%
Smartphone 51%
Other Cell Phone 57%
Other Cell Phone 42%
Baltimore
Washington
![Page 43: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/43.jpg)
2006 14%
2011 66%
2006 14%
2011 57%
GPS
42
Washingto
n
Baltimore
![Page 44: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/44.jpg)
2006 10%
2011 19%
2006 12%
2011 25%
Satellite Radio
43
Washington Baltimore
![Page 45: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/45.jpg)
44
iPad and E-reader
7% Balt.
11% Wash.
Washington: 18%
Baltimore: 13%
![Page 46: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/46.jpg)
Home Computer
45
76%
86% 92%
64%
78%
88%
2000 2011 2006
Washington
Baltimore
![Page 47: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/47.jpg)
46
Internet
What proportion of Washington-Baltimore
area residents have Internet access? Search X
[PDF] Baltimore-Washington Psychographic Study
File 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
![Page 48: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/48.jpg)
47
Internet
Washington and Baltimore ALIKE...
• Average 4 hours active Internet use per day
• About 25% spend 6+ hours per day online
Washingto
n Baltimore
![Page 49: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/49.jpg)
Leader Wash: 8% Balt: 7%
Contributor 18%
Follower Wash: 23% Balt: 19%
Observer 37%
Not Sure Wash: 13% Balt: 19%
48
Internet Engagement
browses others’
content, but
no personal
content posted
posts their own
content, such
as blogs
comments on
or reposts
others’ content
![Page 50: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/50.jpg)
Leader Wash: 8% Balt: 7%
Contributor 18%
Follower Wash: 23% Balt: 19%
Observer 37%
Not Sure Wash: 13% Balt: 19%
49
Internet Engagement
only manages own
profile page and/or
views others’ content
comments on
or reposts
others’ content
browses others’
content, but
no personal
content posted
posts their own
content, such
as blogs
![Page 51: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/51.jpg)
50
Internet Engagement
Leader Wash: 8% Balt: 7%
Contributor 18%
Follower Wash: 23% Balt: 19%
Observer 37%
Not Sure Wash: 13% Balt: 19%
posts their own
content, such
as blogs
only manages own
profile page and/or
views others’ content
comments on
or reposts
others’ content
browses others’
content, but
no personal
content posted
![Page 52: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/52.jpg)
13%
15%
22%
30%
30%
32%
59%
66%
20%
31%
33%
38%
43%
41%
65%
74%
PhotoSharing
Blogs
MessageBoards
Washington
Baltimore
Websites Ever Visited
51
![Page 53: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/53.jpg)
1%
5%
6%
9%
7%
31%
3%
8%
12%
11%
14%
36%
MessageBoards
Blogs
Washington
Baltimore
Websites Visited Daily
52
![Page 54: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/54.jpg)
Inside the Consumer’s Mind
![Page 55: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/55.jpg)
54
Home and Family
Strong feelings,
particularly in
Baltimore, with
about 8 in 10
agreeing.
“My family
is the
center of
my life”
“Owning my
home is part of
the American
dream”
But not as
strong as in
2000 and
2006
Slightly fewer in
Washington
agree.
![Page 56: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/56.jpg)
More than 80% say they always strive
to make themselves
better.
About two-thirds say they are
happy with where they are in life.
About one-third really,
truly consider themselves an optimist.
55
My Life
![Page 57: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/57.jpg)
Baltimore Area
56
Leaning to the Left or to the Right
Washington Area
41%
“I consider myself a
conservative”
40%
“I consider myself a liberal”
![Page 58: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/58.jpg)
57
Tradition
“Tradition is very
important to me” Balt (63%)
Wash (56%)
“A woman’s life is
fulfilled only if she
can provide a happy
home for her family” Balt (26%)
Wash (23%) “I think that things
were better 20
years ago than they
are today” Balt (41%)
Wash (32%)
![Page 59: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/59.jpg)
58
What I Seek
“I like a lot of
variety in my life“
Wash (58%) Balt (58%)
“I like doing things
that are new and different”
Wash (67%) Balt (62%)
“I enjoy a challenge
”
“I consider myself an
intellectual”
Wash (69%) Balt (67%)
Wash (79%)
Balt (74%)
![Page 60: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/60.jpg)
59
What I Like To Do
“I am an
avid
reader”
58%
“I like to travel”
74%
“I like to learn
about art,
culture and
history” 68%
![Page 61: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/61.jpg)
60
Shop ‘Til You Drop
“I always
look for the
best buy” 76%
“I follow the
latest
trends/
fashions”
19%
![Page 62: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/62.jpg)
“I like to do business with
companies that do things in a new way”
41%
“I’d rather deal with a person than
deal with a computer or an
automated phone system” Balt (81%)
Wash (72%)
“I never believe the
claims made in
advertising” 31%
61
Doing Business
“I prefer to do business
with locally- or regionally-
based companies” Balt (65%) Wash (58%)
![Page 63: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/63.jpg)
62
Heroes
![Page 64: Understanding the Consumer Mindset - WBA Research](https://reader031.vdocuments.us/reader031/viewer/2022021211/620655608c2f7b173006c5a5/html5/thumbnails/64.jpg)
63
• WB&A Market Research is a full-service market research firm founded in
1987 with telephone centers in Crofton, MD and Ithaca, NY.
• WB&A Market Research has experience in a wide range of industries
including transportation, health care, advertising, public relations,
education, financial services, travel and tourism, utilities,
telecommunications and more.
• WB&A Market Research utilizes a range of methodologies, including:
telephone interviews, focus groups, in-depth interviews, intercept
interviews and mystery shopping, in-person self-administered, Internet
and mail surveys.
Q&A