Welcome to Dialog, Scarborough’s Digital Publication

Dialog is your resource for insights into local markets and consumer trends, and a springboard for ideas and perspectives on reaching your target clientele. For over a year, Dialog has featured original content from Scarborough thought leaders and is the ultimate tool for understanding how to reach American consumers in the markets in which they live. Below are a few featured articles. View all articles by going to the navigation tabs on the top of the page.

New Homeowners Spent $18 Billion on Home Improvements

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New Homeowners Injected $18 Billion into the Home Improvement Retail Market During the Past Year New Homeowners – defined as those consumers who own their home but have lived there for three years or less – spent a total of $18 billion on home improvement projects during the past year. Nielsen Scarborough recently … [Read More...]

PBS Member Support Spans Across Screens

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PBS has educated and entertained generations of viewers, driving the public to give back with charity donations to show appreciation and keep PBS programs on air. PBS Members, defined as households that contributed $35 or more to PBS TV in the past year, are an affluent and educated group with growing mobile interests. … [Read More...]

More Americans Read Newspapers Than Own Dogs or Eat Pizza

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More than half – 57 percent – of American adults read a printed newspaper during the past seven days. That’s greater than the percentage of adults who own a dog (38%), conduct online banking on a mobile device (55%), drank bottled water (42%) or have life insurance (44%). The printed newspaper’s role as part of the … [Read More...]

Mobile Ad-Friendly Shoppers are Avid Readers of Newspaper Websites

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As the emphasis on mobile advertising continues, Scarborough examined the 13 percent of U.S. adults who  are Mobile Ad-Friendly Shoppers* to see how they are consuming news. This group makes up 13 percent of the U.S. population and 29 percent of them have a household income of $100k or more annually. They avidly use … [Read More...]

Coupon Clipping & America’s Grocery Shopping Habits

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Scarborough  examined America's grocery bills, coupon usage, and the prevalence of consumers going online to grocery shop to see what consumers habits are in terms of spending and saving on groceries. Weekly Household Grocery Bills Tally Upwards of $130, Americans Use Coupons for Savings Nearly one-quarter (24%) of … [Read More...]

Social & Mobile Critical to Country Radio Audience Development Among Millennials

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As with anything, marketers frequently look to the habits of the youngest consumers to anticipate future trends. In Country Radio, this means developing rich social networking and mobile marketing strategies among younger listeners, who are driving its growth. Scarborough analyzed the Loyal Country Radio Listeners* … [Read More...]