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TRANSCRIPT
CivicScience DeepProfile Report
June 17, 2020
Core Demographics
Gender
43%49%
57%51%
Male Female
Telemedicine Users During COVID-19
US Adult Gen Pop
DeepProfile 3
Age
0% 0%
9%
12%
17% 18%
20%
16%
20%
17% 17% 17% 17%
20%
Under 18 18-24 25-34 35-44 45-54 55-64 65 or older
Telemedicine Users During COVID-19
US Adult Gen Pop
DeepProfile 4
Income
10%12%
18%
21%
17%18%
16% 16%
23%
20%
16%
14%
<$25k $25-$50k $50-$75k $75-$100k $100-$150k >$150k
Telemedicine Users During COVID-19
US Adult Gen Pop
DeepProfile 5
Education
10%
14%
24%26%
41%39%
26%
21%
HS/GED or Less Some college, no degree Bachelor's degree Graduate degree
Telemedicine Users During COVID-19
US Adult Gen Pop
DeepProfile 6
Parental Status45%
40%
25% 26%30%
34%
Parent Grandparent Neither
Telemedicine Users During COVID-19
US Adult Gen Pop
DeepProfile 7
Residential Area
28% 26%
46% 45%
24% 26%
2% 3%
City Suburbs Rural Area Other
Telemedicine Users During COVID-19
US Adult Gen Pop
DeepProfile 8
Residential Status69% 67%
23% 23%
5% 6% 3% 4%
Homeowner Renter Still with Mom and Dad None of the above
Telemedicine Users During COVID-19
US Adult Gen Pop
DeepProfile 9
DeepProfile Indices
Market Maven
Aggregate
The Market Maven index aims to identify the extent to which segments adopt new products and brands, and share their opinions with others.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
113
100
Tries new productsbefore others
Tells others aboutnew products
Tells others aboutfavorite products
Tells others aboutdisappointing products
Writes positiveproduct reviews
Writes negativeproduct reviews
95 100 105 110 115 120
11
Market Maven (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Tries new products before others 27% 23%
Tells others about new products 46% 41%
Tells others about favorite products 61% 54%
Tells others about disappointing products 60% 56%
Writes positive product reviews 72% 64%
Writes negative product reviews 58% 52%
DeepProfile 12
Social Media Influence
Aggregate
The Social Media Influence index aims to identify the impact social media has on respondents' preferences and behavior.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
116
100
Social mediainfluences purchases:
General
Social mediainfluences music taste
Social media influencesTV, movie taste
Social mediainfluences
food purchases
Social mediainfluences
clothing purchases
Social media influenceselectronics purchases
Uses social media morethan an hour each day
90 100 110 120 130
13
Social Media Influence (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Social media influences purchases: General 34% 29%
Social media influences music taste 26% 20%
Social media influences TV, movie taste 40% 36%
Social media influences food purchases 20% 18%Social media influences clothing
purchases 23% 19%
Social media influences electronics purchases 28% 24%
Uses social media more than an hour each day 46% 43%
DeepProfile 14
Social Media Platforms
Aggregate
The Social Media Platforms index aims to identify how often respondents visit or use major social media sites and apps.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
116
100
Activelyuses Facebook
Activelyuses Twitter
Activelyuses Instagram
Activelyuses Pinterest
Activelyuses Snapchat
80 100 120 140
15
Social Media Platforms (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Actively uses Facebook 55% 50%
Actively uses Twitter 18% 15%
Actively uses Instagram 30% 24%
Actively uses Pinterest 18% 14%
Actively uses Snapchat 10% 11%
DeepProfile 16
Price Sensitivity
Aggregate
The Price Sensitivity index aims to identify the extent to which segments are price-conscious when shopping, both as a whole and across specific categories.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
92
100
Price-conscious:General
Price-conscious:Electronics
Price-conscious:Food
Price-conscious:Clothing / accessories
Price-conscious:Household products
Price-conscious:Health and beauty products
85 90 95 100
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Price Sensitivity (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Price-conscious: General 26% 28%
Price-conscious: Electronics 16% 17%
Price-conscious: Food 23% 26%
Price-conscious: Clothing / accessories 37% 38%
Price-conscious: Household products 30% 33%Price-conscious: Health and beauty
products 18% 20%
DeepProfile 18
Informed Consumer
Aggregate
The Informed Consumer index aims to identify the extent to which segments do research about companies and products before shopping.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
112
100
Alwayscompares prices
Always consultsonline reviews
Visits stores,then buys online
Showroomsacross websites
Favors locallyowned establishments
Favors sociallyconscious companies
90 100 110 120
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Informed Consumer (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Always compares prices 54% 49%
Always consults online reviews 33% 28%
Visits stores, then buys online 73% 68%
Showrooms across websites 80% 75%
Favors locally owned establishments 42% 38%
Favors socially conscious companies 39% 32%
DeepProfile 20
Tech Savvy
Aggregate
The Tech Savvy index aims to identify the extent to which segments use their digital devices and are informed about and aware of new technology.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
128
100
Followstechnology trends
'Addicted' todigital devices
Owns / intends tobuy a smartwatch
Owns / intends tobuy VR products
Owns / intends tobuy AR products
Owns / intends tobuy smart home
products
80 100 120 140 160
21
Tech Savvy (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Follows technology trends 59% 50%
'Addicted' to digital devices 53% 49%
Owns / intends to buy a smartwatch 34% 26%
Owns / intends to buy VR products 19% 14%
Owns / intends to buy AR products 9% 7%
Owns / intends to buy smart home products 30% 21%
DeepProfile 22
Entertainment Technology
Aggregate
The Entertainment Technology index aims to identify the extent to which segments consume media via non-traditional methods or platforms.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
118
100
Owns or plansto buy wirelessspeaker system
Watches TV / videosvia streaming devicesOwns an eReader
Listens tostreaming music
Uses DVR Uses Netflix
90 100 110 120 130
23
Entertainment Technology (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Owns or plans to buy wireless speaker system 23% 18%
Watches TV / videos via streaming devices 69% 65%
Owns an eReader 34% 26%
Listens to streaming music 47% 40%
Uses DVR 59% 53%
Uses Netflix 60% 52%
DeepProfile 24
TV Viewing
Aggregate
The TV Viewing index aims to identify the extent to which segments watch various genres of TV and are influenced by what they see on TV.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
108
100
Drama fan
Reality fan
Travel / home /cooking fan
Documentary fan
Music /entertainment fan
Sitcom fan
News fan
Most influencedby ads on TV
80 100 120 140
25
TV Viewing (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Drama fan 16% 15%
Reality fan 12% 11%
Travel / home / cooking fan 12% 9%
Documentary fan 9% 8%
Music / entertainment fan 30% 26%
Sitcom fan 11% 12%
News fan 34% 32%
Most influenced by ads on TV 43% 47%
DeepProfile 26
Health & Wellness
Aggregate
The Health & Wellness index aims to identify the extent to which segments monitor and maintain their health and well-being.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
105
100
Doesn't smoke
Regularly exercises
Reads nutritional infoof food they buy
Takes vitamins,nutritional supplements
Good overallhealth
Values healthand fitness
Follows healthand fitness trends
90 100 110 120
27
Health & Wellness (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Doesn't smoke 83% 83%
Regularly exercises 63% 60%
Reads nutritional info of food they buy 64% 56%
Takes vitamins, nutritional supplements 70% 65%
Good overall health 80% 84%
Values health and fitness 40% 40%
Follows health and fitness trends 54% 48%
DeepProfile 28
Food & Cooking
Aggregate
The Food & Cooking index aims to identify how passionate segments are about food and how often they cook.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
112
100
Loves / likesto cook
Follows foodand cooking trends
Cooks dinnermost often
Regularly searchesfor recipes online
Highly valuesfood
Tries new foodsbefore others
90 100 110 120 130
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Food & Cooking (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Loves / likes to cook 68% 65%
Follows food and cooking trends 42% 34%
Cooks dinner most often 65% 64%
Regularly searches for recipes online 52% 43%
Highly values food 58% 51%
Tries new foods before others 45% 39%
DeepProfile 30
Dining Out
Aggregate
The Dining Out index aims to identify how often segments eat meals outside of their home and at what types of restaurants.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
109
100
Regularly eatsat QSRs
Regularly eatsat fast casualrestaurants
Regularly eatsat casual
restaurants
Regularly eatsat upscale
restaurants
Regularly eatsout for lunch
Regularly eatsout for dinner,orders take-out
90 100 110 120 130
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Dining Out (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Regularly eats at QSRs 48% 48%
Regularly eats at fast casual restaurants 26% 24%
Regularly eats at casual restaurants 32% 27%
Regularly eats at upscale restaurants 9% 7%
Regularly eats out for lunch 18% 18%Regularly eats out for dinner, orders take-
out 39% 37%
DeepProfile 32
Money Manager
Aggregate
The Money Manager index aims to identify the extent to which population segment manage their personal finances and keep up with financial news.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
111
100
Manages money'very well'
Diligent saverClosely monitorsretirement savings
Follows marketsand economy
Frequentonline banker
Uses mobile devicefor banking
90 100 110 120 130
33
Money Manager (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Manages money 'very well' 23% 23%
Diligent saver 53% 51%
Closely monitors retirement savings 54% 49%
Follows markets and economy 26% 22%
Frequent online banker 65% 57%
Uses mobile device for banking 59% 49%
DeepProfile 34
Sports Fan
Aggregate
The Sports Fan index aims to identify the extent to which segments are interested in different types of sports.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
105
100
NFL fan
MLB fan
NHL fan
NBA fan
NCAA football fan
NCAA basketball fan
Regularly attendssporting events
90 100 110 120
35
Sports Fan (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
NFL fan 38% 38%
MLB fan 23% 23%
NHL fan 13% 12%
NBA fan 13% 13%
NCAA football fan 28% 28%
NCAA basketball fan 20% 18%
Regularly attends sporting events 11% 9%
DeepProfile 36
Environmental Consciousness
Aggregate
The Environmental Consciousness index aims to identify the extent to which segments alter their lifestyle for the environment, and measures overall concern about environmental issues.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
109
100
Recycles
Very concernedabout climate change
Adjusts lifestyle tohelp environment
Buys organic food
Buys locallygrown food
Uses reusableshopping bags
Buys environmentallyfriendly products
95 100 105 110 115 120
37
Environmental Consciousness (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Recycles 75% 74%
Very concerned about climate change 50% 46%
Adjusts lifestyle to help environment 70% 65%
Buys organic food 36% 31%
Buys locally grown food 70% 66%
Uses reusable shopping bags 57% 51%
Buys environmentally friendly products 46% 40%
DeepProfile 38
Charitable Giving
Aggregate
The Charitable Giving index aims to identify how generous segments are with their time and money.
DeepProfile
Individual Attributes
Telemedicine UsersDuring COVID-19
US Adult Gen Pop
112
100
Religiouscharity donor
Arts/culturecharity donor
Healthcharity donor
Environmentalcharity donor
Educationalcharity donor Does volunteer work
90 100 110 120
39
Charitable Giving (continued)
Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage
Religious charity donor 52% 49%
Arts/culture charity donor 60% 54%
Health charity donor 65% 57%
Environmental charity donor 56% 51%
Educational charity donor 58% 51%
Does volunteer work 47% 39%
DeepProfile 40
DeepProfile Indices SummaryIndex Telemedicine Users During COVID-19 US Adult Gen Pop
Market Maven 113 100
Social Media Influence 116 100
Social Media Platforms 116 100
Price Sensitivity 92 100
Informed Consumer 112 100
Tech Savvy 128 100
Entertainment Technology 118 100
TV Viewing 108 100
Health & Wellness 105 100
Food & Cooking 112 100
Dining Out 109 100
Money Manager 111 100
Sports Fan 105 100
Environmental Consciousness 109 100
Charitable Giving 112 100
DeepProfile 41
Questions?
DeepProfile
Do you have questions about this report? Need training on the system or want to dig deeper into some of this data?
[email protected](412) 281-1954
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