knoxville chamber of commerce presentation
TRANSCRIPT
“SHOW ME THE MONEY!”
WHERE KNOXVILLIANSARE SPENDING THEIR MONEY!
Scarborough Research • Syndicated Research Service
• Available In 77 Markets
• Random Digit Dialing (includes cell phone only households) + diary
• Accredited By The Media Rating Council
• Measures Adults 18 and Older
The Knoxville Market
Knoxville Metro DemographicsPeople % Of Market
Male 304,844 48.0%Female 329,959 52.0%Total 634,803
18-20 20,747 3.3%21-24 57,240 9.0%25-29 37,287 5.9%30-34 64,745 10.2%35-39 38,882 6.1%40-44 60,350 9.5%45-49 42,581 6.7%50-54 74,284 11.7%55-59 58,413 9.2%60-64 50,221 7.9%65-69 35,781 5.6%70+ 94,272 14.9%
Home Improvement71% Own Their Own Residence23.3% Live in homes valued at $125,000 or less22.5% Live in homes valued between $125,000 to $200,00030.9% Live in homes valued between $200,000-$300,0009.4% Live in homes valued at $300,000+2.5% Live in homes valued at $500,000+
14% have lived in their homes 10-15 years7.2% have live in their homes 15-20 years22.4% have lived in their homes 20+ years
Home Improvement 7.0% Installed Carpet/Floor Covering 6.2% Painted The Exterior Of Their Homes 6.7% Replaced Heating or Air Conditioning Unit .7% Installed A Pool, Hot Tub Or Spa12.7% Painted/Wallpapered The Interior Of Their Home13.8% Had Landscaping Done 8.9% Had Plumbing Done 7.5% Remodeled Bathroom 4.5% Remodeled A Kitchen 6.3% Replaced or Repaired Their Roof 2.3% Replaced Windows 1.4% Installed Siding58.3% Had No Home Improvements Done
Home Improvement
Heating & Air Conditioning Spent Under $500 2.7% 17,183 Spent 500-999 1.1% 6,783 Spent 1,000-2,999 .5% 3,326 Spent 3,000-4,999 1.0% 6,590 Spent 5,000-7,499 .7% 4,542 Spent 7,500-9,999 .5% 3,400 Spent 10,000+ .1% 725
Home Improvement
Heating & Air Conditioning $250 x 17,183 = $343,660 $500 x 6,783 = $341,500$1000 x 3,326 = $3,326,000$3000 x 6,590 = $19,770,000$5000 x 4,542 = $22,710,000$7500 x 3,400 = $23,500,000$10000 x 725 = $7,250,000
Total: $56,261,160
Automotive Plan To Buy Or Lease A New Car In The Next Year
(what they plan to pay) Under $10,000 1.9% 10,000-14,999 .2% 15,000-19,999 1.2% 20,000-24,999 .5% 25,000-24,999 .2% 30,000-34,999 .4% 35,000-44,999 .4% 45,000+ .1%
Automotive Miles Traveled To Buy Last Vehicle
New UsedLess than 10 miles 10.4 16.410-19 miles 15.1 20.220-29 miles 11.7 14.930 miles or more 11.0 18.4
AutomotivePrimary Reason They Bought A New Car From Their Dealership
Price/Value 23.6% Location 13.6% Reputation of Dealer 12.0% Selection of Make/Model 11.6% Service 11.2% Previous Experience 9.3% Warranty 7.5% Other Reason 4.8%
AutomotiveYear Of Vehicle Owned
2005 10.7% 2006 10.7% 2007 12.1% 2008 8.9% 2009 7.3% 2010 7.8% 2011 7.8% 2012 8.8% 2013 5.4%
Clothing PurchasesInfant’s Clothing
$100 Or Less 8.6% $100-$499 5.0% $500+ .4%
Children’s Clothing $100 Or Less 10.8% $100-$499 11.6% $500+ 1.8% Men’s Business Clothing
$100 Or Less 14.2% $100-$499 7.0% $500+ .7% Men’s Casual Clothing
$100 Or Less 22.1% $100-$499 17.0% $500+ 1.1%
Women’s Business Clothing $100 Or Less 3.5% $100-$499 5.7% $500+ 1.0% Women’s Casual Clothing
$100 Or Less 18.3% $100-$499 19.9% $500+ 3.5%
Lifestyle ChangesPersonally Plan To Do In The Next Year
Attend Adult Continuing Education 5.2% Birth Of A Child 4.1% Birth Of A Grandchild 2.6% Buy A House, Condo Or Co-Op 6.3% Get Married 2.7% Go Back To School/Get Degree/Certificate 7.5% Last Child To Finish College .8% Look For A New Job 17.8% Make Last Home Mortgage Payment 1.3% Move Or Change Address 8.7% Refinance Home 1.5% Retire 3.5% Sell House, Condo Or Co-Op 4.4%
RestaurantsSit Down
Visited In The Past Month81.8%
Quick Service Visited In The Past
Month91.0%
Number Of Times Visited
1 10%2 13.1%3 13.2%4 10.8%5 8.6%6-9 14.8%10 Or More 11.2%
1 4.0%2 5.6%3 11%4 6.3%5 11.3%6-9 25.7%10 Or More 27.2%
InternetDevices Owned
Owns Laptop Or Notebook 64.0%Owns A Smart Phone 54.6%Owns A Desktop Computer 53.0%Owns A Tablet 38.4%
Internet ConnectionCable 46.7%None 20.7%DSL 19.9%Satellite 6.4%Other (including dial up) 5.9%Fiber Optics 3.8%
InternetInternet Purchases
Spent Less Than $100 9.8% 11.4% 100-249 12.5% 13.5%250-499 10.2% 13.1%500-999 9.4% 11.0%1000-2499 9.5% 7.6%Spent $2500 Or More 4.7% 5.6%
2012/13 2013/14
InternetWhat They’re Buying…
62.2% Of Knoxvilllians Bought Items From The Internet In The Past Year
Books 31.1% Clothing 29.5% Travel Reservations 14.1% Toys/Games 13.1% Airline Tickets 11.7% Music Files 10.9% Mobile Device Apps 10.8% Health + Beauty 10.0% Computer Hardware/Software 9.7% Movie Tickets 9.6% Food Items 8.4% Pet Supplies 8.1%
InternetWhat They’re Buying…
62.2% Of Knoxvilllians Bought Items From The Internet In The Past Year
Insurance 4.2% Flowers 4.0% Sports Logo Apparel 3.8% Vehicle 3.1% Wine 2.9% Home Accessories 8.1% Medicine/Prescriptions 7.4% Office Supplies 6.8% Electronics 6.3% CD’S 5.4% Cultural Event Tickets 5.3% Sporting Event Tickets 4.8% Furniture/Home Furnishings 4.2%
InternetMost Used App Types On Smart Phone (TOP 10)
Weather 30.0%Social Networking 28.2%Search 27.7%Maps 23.6%Instant Messaging 22.6%Find Business/Phone Numbers 19.0%Video Clips 15.0%Games 14.7%Listen To Music 14.1%Listen To Online Music Service 14.1%
InternetMost Visited Sites/Apps In The Past Month
Google 64.5%Facebook 54.9%You Tube 43.9%Amazon 37.8%Yahoo 29.8%Craigslist 27.4%The Weather Channel 24.5%Wikipedia 23.6%Ebay 22.6%Xfinity/Comcast 21.6%
Index is a ratio that shows “likelihood” or “efficiency with a comparison of one “target” or group to the market as a whole. An Index of 100 “mirrors the market.”
Indices
For example, let’s look all Knoxvillians who live with four or more people in a household as our target.
If we were to compare that to a specific “target” or group, such as Adults who live in households with four or more members. It would look like this:
14.3% of all Knoxvillians plan on buying a mattress in the next year.
19.8% of all Knoxvillians that live in households with four or more people plan on buying a new mattress in the next year.
Index = target group percentage divided by the market percentage x 10019.8% divided by 14.3% = 1.38 x100
Index = 138
Indices – Example #1
Knoxvillians that live in households with four or more people are 38% more likely to plan to buy a new mattress in the next year.
Another example, let’s look at Knoxvillians who plan to buy a major home appliance in the next year, and compare it to the same target group (Knoxvillians who live in households with four or more people.)
6.3% of Knoxvillians plan to buy a major home appliance in the next year
5.4% of Knoxvillians who live in households with four or more people plan to buy a home appliance in the next year
5.4% divided by 6.3% =.85 x 100
Index =85
Indices – Example #2
Knoxvillians that live in households with four or more people are 15% less likely to plan to buy a major home appliance in the next year.
How Are Cat Owners & Dog Owners Different In Knoxville?
Own A Cat Own A DogTotal 177,612 266,680% Of Population 27.8% 42.1%
Male 44.4% 39.9% Female 55.6% 60.1%
Median Age 49 47Median HH Income 43,848 47,113Median Market Value Of Home 164,178 159,103Median Amount Spent On Groceries/Week $116.61 $138.22Median Amount Paid For Bottle Of Wine $14.97 $13.24 Median Time Spent On Internet/Week 8.9 hours 11.7 hours
How Are Cat Owners & Dog Owners Different?
Activities/IndicesCat DogParticipated In:
Lawn Care 107 112Gardening 106 122Volunteer Work 130 87Hiking/Back Packing 150 135Bicycling 139 115Boating 121 162Fishing 62 114Yoga/Pilates 104 119Golf 53 151Soccer 68 142Softball/Baseball 105 153Tennis 128 127Snow Skiing 149 110Jogging/Running 90 98Bowling 114 83
How Are Cat Owners & Dog Owners Different?
Personally Attended/Visited
Dollywood 96 117 Knoxville Zoo 73 130High School Sport 122 114Ripley’s 65 132UT Football 109 133Country Music Concert 95 118R+B/Rap/Hip Hop Concert 235 33WWE 53 56Monster Jam 22 172Comedy Club 206 147Bristol Motor Speedway 231 186
Cat Dog
How Are Cat Owners & Dog Owners Different?
Personally Attended/Visited
Cat DogArt Museum 194 143Ice Bears Hockey Game 161 139Titanic Museum 98 130Wonder Works 48 117 Dance Or Ballet 208 71Circus 132 208 UT Women's Basketball 118 114UT Men’s Basketball 87 103Symphony Or Opera 105 104Rock Concert 135 150 Other Concert (Jazz, Blues, Etc) 132 132
Other Cool Stuff!
Thank YouVery Much!
