More Americans Read Newspapers Than Own Dogs or Eat Pizza

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 daily routine for many Americans remains unchanged. Its significance, in fact, … [Read more...]

Mobile Ad-Friendly Shoppers are Avid Readers of Newspaper Websites

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 their mobile devices to read newspapers and  are 15 percent more likely than the … [Read more...]

Coupon Clipping & America’s Grocery Shopping Habits

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 American consumers spend more than $200 on their weekly household grocery bill, … [Read more...]

Social & Mobile Critical to Country Radio Audience Development Among Millennials

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* audience, finding that Millennials (defined by Scarborough as adults age 18-29) are … [Read more...]

Millennials Like Fitness Served with Technology & Celebrity

CrossFit, P90X, HIIT, and Body Weight Training are just a few of the 2014 fitness trends for 2014, according to the American College of Sports Medicine.  And America’s Millennials, defined  by Scarborough as U.S. adults ages 18-29, are 19 percent more likely than the average person to belong to a gym and are no doubt sweating it out to any number of trendy exercise programs. But, as with … [Read more...]

Madison Avenue Says “Thank You, Mom”

Procter & Gamble’s award-winning “Thank You, Mom” campaign is back, but it’s Madison Avenue who should be thanking moms. That’s because Moms* represent an atypical consumer group: adults who view advertising as something that is useful and enjoyable.  This is especially true if the ad delivers information on bargains or new products. The platform does not matter much to Moms. They are open to … [Read more...]

The Super Bowl of Brands

We know that the Super Bowl™ is television’s big night of the year, delivering a huge audience. We also know that the viewing of commercials is as much an American tradition as having beer and snacks during the game. But what we sometimes know less about is how the two perspectives collide. Enter Scarborough with sports statistics to share the brand side of the Super Bowl story. Featuring many of … [Read more...]

Sales Manager Toolkit: Show the Strengths of All Dayparts

Focusing on the strengths of  traditionally stronger dayparts can lead to overlooking the strengths of those that appear to offer less reach. This edition of Scarborough’s Sales Manager Toolkit focuses on understanding and profiling  audiences across both “desirable” and “less desirable” dayparts in order to maximize your revenue across the day. Analyzing the quick service restaurant (QSR) … [Read more...]

Convert Website Visits to in-Store Visits with Your Digital Presence

As ecommerce becomes the norm, brick and mortar shops can combine digital efforts and in-store tactics to develop an edge in providing a more personalized shopping experience with a more effective marketing strategy. While ecommerce is convenient, 36 percent of U.S. adults still say they did not shop online in the past year. One reason could be that online shopping simply is not the same … [Read more...]

Scarborough Gift Guide for Holiday Cheer

Everyone has someone on their list that's difficult to shop for. This year as we head into the holiday season, Scarborough encourages shoppers to think about their gift recipients in terms of consumer groups like Working Moms, Sports Fans, Arts Enthusiasts, Connected Consumers and Status Seekers. To make your holiday shopping easier, we have compiled a  gift guide that provides insight into the … [Read more...]

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