Scarborough recently released its initial consumer statistics for the Puerto Rico market. Scarborough Puerto Rico data reveals that local smartphone ownership in the Puerto Rico market outpaces the U.S., even though Internet access still lags behind. The consumer data also examined retail and restaurant brands, finding that Burger King has a larger market share in the U.S. territory than McDonald’s.
Puerto Rico Ownership of Smartphones Outpaces U.S.
Thirty-six percent of adults in Puerto Rico own a smartphone, versus 34 percent of adults in the mainland U.S. Puerto Rico, however, is behind in Internet access. Seventy-eight percent of U.S. adults went online during the past 30 days, versus just over half (56%) of Puerto Rico consumers. The majority of consumers who are online use their laptop to do so.
Burger King More Popular than McDonald’s in Puerto Rico
More than half (58%) of Puerto Rico consumers dined at Burger King during the past 30 days. By contrast, 41 percent ate at McDonald’s during this timeframe. More than one-quarter (29%) of Puerto Rico’s Burger King customers dined there ten or more times during the past month. Puerto Rico’s Burger King diners are fast food aficionados in general. Slightly more than half of Burger King’s monthly diners also dine at McDonald’s and 45 percent dined at Church’s Chicken.
Scarborough Puerto Rico Data is Available Now!
Scarborough announced its entry to Puerto Rico late last year. In addition to demographics, lifestyle activities, attitudes and media consumption patterns, the company has been collecting data in the market on vital advertising categories such as automotive, shopping, technology, banking, telecommunications, fast food, and consumer package goods. Scarborough Puerto Rico also incorporates data from The Nielsen Company and Arbitron Inc., to calibrate the transactional currency TV and radio data with Scarborough’s qualitative attributes. It is available to access and analyze through Scarborough’s web-based and intuitive PRIME Lingo® software.
Scarborough’s first six-month Puerto Rico data deliverable is available now! In addition to the methods research, analytical and sales staff that Scarborough has in the continental U.S., the company hosts a sales and service team based locally.
SOURCE: Scarborough Puerto Rico Study, Release 1 2013
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