Reaching the BFFs of Healthcare Social Media

Now that the majority of U.S. hospitals have established a social media presence, they’ve shifted from developing social media strategies to asking how they can use them to maximize patient engagement. But in order to identify the value of their efforts, hospital marketers must gain an understanding of who they’re reaching, the social channels consumers prefer and most importantly, what content … [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...]

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 Sports Fan Rankings: Packers Continue Their Reign

If you have spent time in the state of Wisconsin, you know how the Green Bay Packers® dominate the hearts and minds of folks in America’s Dairyland. Scarborough Sports backs up this observation with our local market insights. When defining a fan, Scarborough uses a combination of adults in a market who have watched a team on television, attended a game in person, or listened to a game on the … [Read more...]

Nearly 16 Million American Adults Belong to Families that Own a Tablet

Tablet Families are Avid Travelers Seeking Active, Entertaining Vacations Americans enjoying family vacations during the summer are likely packing toothbrushes, sunscreen, comfortable shoes, and perhaps a tablet. Seven percent of American adults, more than 15.8 million people, fall into the category of Tablet Families, defined as consumers who own a tablet and have one or more children at home. … [Read more...]

Sales Manager Toolkit: Engage with WAAA’s Connected Audience

The words connected and social have become common adjectives when describing today’s consumers. While traditional media vehicles still remain the cornerstone in reaching our audience, it is important to understand the online audience and how we can illustrate their value to clients in the ever-changing media landscape. Scarborough continues to capture this evolving group and has recently added … [Read more...]

Salt Lake City is America’s Family Town

Salt Lake City might not be the largest market in the U.S. But in terms of family power, it just might be. Salt Lake City is the top local market for people who have four or more children in their household. Eight percent of Salt Lake City adults have four or more kids at home, versus three percent of the total U.S. population. Furthering its reputation as the Big Family City, Salt Lake City is … [Read more...]

One-Quarter of U.S. Adults Get Their News from Social Media

Americans enjoy the morning paper with their cornflakes, read magazines on a tablet device like an iPad or a Kindle, listen to NPR during the morning drive and catch headlines on an app on their smartphone. According to Scarborough, U.S. adults still engage in all of these news-seeking activities, but the rise of social media giants have given way to a new one: those who turn to Facebook, Twitter, … [Read more...]

Infographic – Telling Digital Media’s Local Story

How can you tell the local story of how online media consumption has evolved over the past few years? In this new infographic, Scarborough illustrates how identifying the top local markets in key areas of online media can help paint a picture of national trends. But what happens when an intriguing pattern emerges? How can marketers narrow their focus, using layers of data to reach audiences and … [Read more...]

Infographic – The Changing Media Landscape

How has usage of media shifted as the country becomes more technologically savvy and socially inclined? In a new infographic, Scarborough illustrates the ways media consumption has evolved due to increased internet access, the narrowing of the age gap in usage across media platforms and the way geography influences media orientation. This infographic explains how these seismic shifts reflect an … [Read more...]

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