Technology Influencers Can Be Your Brand’s Best Advocates

Scarborough will be at this year's Nielsen Audio Client Conference, featuring Gary Meo's presentation "A View Into Today's Consumer Attitudes." Among the consumer groups he will discuss are the Technology Influencers - the 22 percent of U.S. adults who agree they are among the first of their friends and colleagues to try new technology products and agree when they find a technology or electronics … [Read more...]

Get to Know Providence, Rhode Island!

Providence adults are among the country’s most avid hockey fans.  From the NHL® and minor league hockey to college hockey, Providence adults are more likely than other American adults to be hockey fans. But hockey isn’t the only professional sport Providence adults enjoy. They are more likely to be fans of the MLB® and Minor League Baseball® , as well as soccer – both the MLS® and European … [Read more...]

Hotel Loyalty Card In-Hand, Today’s Business Travelers Hit the Gym Upon Check-In

Today’s business traveler requires a good gym in their hotel and healthy food options, and they carry over their hotel brand loyalty when traveling for leisure. These are two findings from an analysis of Business Travelers from Scarborough. Defined as those adults who have taken a domestic, round-trip flight for business during the past year, Business Travelers account for 10 percent of the adult … [Read more...]

Holiday Gift Givers- An Infographic Series

As the holiday shopping season approaches, Scarborough has put together a series of infographics on Gift Givers, highlighting insights into what they plan to buy in the coming year, where they shop, who they are, where they live and much more. SOURCE: Scarborough USA+ Study, Release 1, 2012-Scarborough/GfK MRI Attitudinal Insights Data For more data and insights into … [Read more...]

Mobile Phone Usage Provides the On-Ramp for Multi-Device Ownership Among Young Families

Have a cell phone? Have young kids? Then you might just have an iPad, a Blu-Ray disc player, VoIP, and a wide variety of other high-tech items in your household, according to Scarborough. A recent analysis of cell phone users with one or more children ages five and under at home, who account for about one-fifth (19 percent) of the mobile phone-using population, finds that technology is a common … [Read more...]

iPhone 5 Keeping Smartphone Buyers in Suspense

The countdown has begun in anticipation of Apple's release of the iPhone 5 at 10:00 am PST (1:00 pm EST) today. Rumors abound regarding enhanced features such as a smoother operating system, superior camera and an elongated screen. From a hardware perspective, it will reportedly boast 4G LTE global connectivity and a much smaller connection port. In preparation of the launch, FedEx has encouraged … [Read more...]

Back to School

As the bell rings and kids all over the U.S. head back to school, Scarborough analyzed some of the retail trends and technology habits of households with school age children (6-17 years old). Here is a look at how consumers are preparing their kids for the classroom with school essentials. When it comes to stocking up for notebooks, pencils and binders, households with school age children are … [Read more...]

Hispanic Newspaper Readers: A High-Income, Educated Demographic with Spending Power

U.S. Hispanic Newspaper Readers are a high-income and educated consumer group with spending power in major advertising categories such as automotive and retail, according to Scarborough. This new analysis examines the demographic attributes, retail and automotive spending activities, and financial services used by the 53 percent of Hispanic adults who read a newspaper in print or online during the … [Read more...]

Connecting the ‘Dots’ With Social Media Enthusiasts

    During a typical 11 PM newscast on Detroit’s WXYZ-TV, anchor Stephen Clark has a conversation with between 50 and 100 viewers. He does so within a Twitter community he created called #backchannel, which actively seeks out opinions and ideas for news stories – many of which have actually shown up on air. So far, he’s attracted some 8,000 followers. In New York, the WCBS-TV … [Read more...]

How to Use Scarborough’s New 2012 Measurements

The latest Scarborough data release (2012 Release 1) includes many new measures that can be used by marketers, media and agencies to keep pace with evolving markets.  This "How To" article will show examples and suggestions on ways to use some of these new measures.  The Fresno, CA  is the example market but these featured data points are available in all 77 Top-Tier local markets that Scarborough … [Read more...]




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