Hometown Pampered Pets

Many U.S. adults would say pets play a vital role in the family dynamic and apparently they are being treated as such. According to Nielsen Scarborough, over a third (37%) of U.S. adults own a pet and agree they deserve to be pampered. Whether buying a specific type of pet food or splurging on accessories, it’s nothing but the best for those who feel their furry friend completes their … [Read more...]

New Homeowners Spent $18 Billion on Home Improvements

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 updated its 2013 analysis on the home improvement market. This year, remodeling … [Read more...]

Active Travelers Maintain Active Lifestyles

Fourteen percent of U.S. adults are Active Travelers, defined by Scarborough as people who completely agree with the statement “I frequently choose active vacations with lots to do.” These consumers are 40 percent more likely than all U.S. adults to be Millennials (ages 18-29) and 13 percent more likely to have a household income of $250,000 or more. The top local market where you'll find Active … [Read more...]

Targeting Hispanic Beer Drinkers? Reach Them Through Sports Events.

Targeting consumers while they are relaxed and entertained is important so that your audiences have positive associations with your brand or company. In order to better understand the best ways to reach, engage with and market to Hispanic Beer Drinkers, Scarborough conducted an analysis of the 44 percent of Hispanic adults age 21+ who say they drank any beer (excluding non-alcoholic) in the past … [Read more...]

Infographic Inside the Minds of Millennials

Scarborough has been providing insights into the elusive Millennial* generation in the 18-29 year old age range in a series of new analyses. While our complimentary study uncovered Millennials' unique media trends and our Dialog article focused on finance and spending, this infographic uncovers the attitudes that motivate the purchasing decisions and lifestyle behaviors of the 20 percent of … [Read more...]

Ryder Cup—Attracts an Affluent Audience

In most instances, it’s a given that golf fans are well educated and affluent, and Ryder Cup fans certainly fit that bill.  As the biennial event rolls into the Medinah Country Club, outside of Chicago, IL on September 25th, when you tune into this clash of the best golfers the U.S. and Europe have to offer, consider the advertisers on the telecast and on site in regards to this high-end fan … [Read more...]

Box Office Openers: Gen Y & Gen X are Dedicated Movie-Goers

With the summer blockbuster battle of the box office almost over, Scarborough poses the question: who goes to the movies during opening weekend, and where do they live? From a generational perspective, Generation Y (adults ages 18-29) are 71 percent more likely than all U.S. adults to have seen a movie at a theater on opening weekend in the past 12 months. Generation X (adults ages 30-44) is 23 … [Read more...]

California City Data from Scarborough Profiles the Golden State

While the sun may shine down frequently on the majority of California – hence its nickname as “The Golden State” – the true marketing gold might be best mined at the local market level. Newly released California city data from Scarborough provides in-depth local information on five major markets in the Golden State: Fresno, Los Angeles, Sacramento, San Francisco and San … [Read more...]

Baltimore Takes to the Road

With the summer almost here, visions of vacation dance in our heads. But chances are, many Americans will decide that the adventures and relaxation needs to take place closer to home. After all, gas prices now hover close to $4 a gallon for most people, and the U.S. Labor Dept. calculates that April unemployment was 8.1 percent. Folks in Baltimore, MD are fortunate to have many fun options … [Read more...]

Baltimore Travelers: Targeting the Affluent Crowd

Tourist boards and other vacation-oriented companies can find a goldmine of insights by analyzing Scarborough data for information about people in Baltimore who have stayed in an upscale hotel within a year’s span of time and who are 18 years or older. As the accompanying chart shows, New York is one of the top markets attracting this set of people, referred to as “Upscale Baltimore … [Read more...]

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