understanding the consumer mindset - wba research
TRANSCRIPT
Understanding the
Mindset of Consumers in the
Washington, DC and Baltimore
Markets
Work Technolog
y
Health
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Understanding the
Mindset of Consumers in the
Washington, DC and Baltimore
Markets
Presented by:
Work Technology
Health
2
Agenda
Background
The Basics
Fido and Fluffy
Work Life
Me and My Community
Healthy Lifestyles
Living with Technology
Inside the Consumer’s Mind
Heroes
Q&A
3
Background
WB&A’s MarkeTrak® Study established in 1989
2000 – Baltimore-Washington Psychographic Study
2006 – Baltimore-Washington-U.S. Psychographic
Study
2011 – Understanding the Consumer Mindset
4
Background
5
Background
The Basics
7
U.S. Population: • 308,745,538 people
(+9% since 2000)
• 128,000,000 households
The Basics
8
Inside the Consumer’s Mind
Baltimore: • 2,700,000
people (+5% since 2000)
• 975,000
households
Washington
: • 5,400,000
people (+14% since 2000)
• 1,800,000
households
9
A Melting Pot
4%
4%
29%
62%
10%
13%
27%
51%
4%
15%
12%
75%
Asian
Hispanic
Black/African-American
Caucasian
U.S.
Washington
Baltimore
9%
6% 8%
29%
41%
24%
Baltimore
10
Educated, Affluent and Working
Graduated
College
Median
Household
Income
$52,000
$86,000
$68,000
Unemployment
Washington
U.S.
Washington Baltimore U.S.
Fido and Fluffy
Pet Ownership
12
U.S. 57%
Washington 47%
Baltimore 56%
©Gary Larson
Fido
13
35%
32%
37% U.S.
Washington
Baltimore
U.S. 32%
Washington 21%
Baltimore 30%
Fluffy
14
Work Life
Commuting
16
47
64
42
53
2006 2011
Round Trip Commute (in minutes)
78% of
Washingtonian
s consider
traffic to be a major
problem facing
their
community
versus 51% in
Baltimore.
8%
13%
10%
43%
93%
15%
11%
29%
54%
91%
Washington
Baltimore
Modes of Transportation
17
Modes Used (in the past 7 days)
2%
4%
1%
2%
88%
2%
4%
7%
3%
81%
Washington
Baltimore
Modes of Transportation
18
Primary Mode (in the past 7 days)
5 or less 48% 6 to 20
40%
More than 20
12%
5 or less 39%
6 to 20 39% More than
20 22%
19
Seniority on the Job
Washington (mean=9 years)
Baltimore (mean=12 years)
Years at Current Job
10%
18%
19%
15%
16%
16%
16%
21%
At Client/Customer Office
CompressedSchedule
Travel OutsideArea
Telework
Washington
Baltimore
Different Ways to Work
20
Business Travel
21
Me and My Community
10 or less 21%
11-30 26%
More than 30
51%
10 or less 28%
11-30 35%
More than 30
36%
23
Years Lived In…
Washington (mean=26 years)
Baltimore (mean=34 years)
29%
30%
18%
37%
Now Compared to One Year Ago Financially
24
Washington Baltimore
Better Worse Better Worse
6%
3%
9%
6%
41%
42%
44%
48%
Baltimore
Washington
Don't know Worse Same Better
A Year From Now Financially
25
More than 4 in 10
expect to be
financially better off
a year from now.
26
Optimism Index
4843
36
21
3338
3035
1810
19
29
54
41
48
26
41 4137 39
30
8
40 39
Baltimore
Washington
Start of
Iraq War
Financial
Collapse
27
Problems Facing Communities
Washington
Big Problems
Traffic (78%)
Health Care Costs (69%)
Housing Costs (66%)
Fuel Prices (60%)
Job Market (53%)
Public Education (42%)
Crime (32%)
Baltimore
Big Problems
Fuel Prices (73%)
Health Care Costs (71%)
Job Market (65%)
Housing Costs (57%)
Traffic (51%)
Public Education (48%)
Crime (45%)
28
Community
“I like the
community I
currently live in”
Baltimoreans more likely to
strongly agree than
Washingtonians
About 75% Agree
Healthy Lifestyles
Overall Health
30
Excellent/
Very Good
Washington: 66%
Baltimore: 58%
Weekly Exercise
31
3+ Days per Week
Washington: 64%
Baltimore: 57%
None
Washington: 11%
Baltimore: 17%
5%
9%
12%
18%
13%
22%
29%
31%
29%
32%
35%
42%
4%
17%
17%
16%
18%
26%
33%
37%
39%
46%
45%
44%
Hunting
Tennis
Basketball
Fishing
Golf
Yoga
Bowling
Hiking
Bicycling
WeightTraining
Jogging/Running
Swimming
Washington
Baltimore
Activity Participation, Past 12 Months
32
33
Sleep Habits
Only about 25%
get 8 hours of
sleep on
weeknights More than 50%
get 8 hours of
sleep on
weekends
Less than 50%
get “a good
night’s sleep”
every or almost
every night
Baltimore more likely than
Washington to strongly agree
Overall decrease from 2006 and 2000
34
“My health is more important than money”
80% Agree
Healthy Living
“I keep up with and try
to follow current health trends”
“I try to eat
healthy every day”
(higher in Washington)
Balt
57%
35
Healthy Lifestyle
Balt
62%
Wash
68%
Wash
56%
36
“I Value My Doctor’s Opinion”
75%
Agree (about one-third
completely
agree)
Decreasing
agreement (90%+ in 2000)
Living with Technology
29%
37%
39%
39%
45%
41%
Internet
DVR/TiVo
On Demand
Washington Baltimore
How We Watch Television
38
Hours spent
watching television
has remained
consistent since 2000
39
“It is important to keep up-to-date with current
events and news”
Over 80%
agree
• About one-half
strongly agree
• Slightly higher in
Washington
Newspapers (Washington)
40
News/Information Sources
Internet
Television (Baltimore)
Radio
Word-of-mouth
Magazine
Cell Phones
41
93%
91% Smartphone
34%
Smartphone 51%
Other Cell Phone 57%
Other Cell Phone 42%
Baltimore
Washington
2006 14%
2011 66%
2006 14%
2011 57%
GPS
42
Washingto
n
Baltimore
2006 10%
2011 19%
2006 12%
2011 25%
Satellite Radio
43
Washington Baltimore
44
iPad and E-reader
7% Balt.
11% Wash.
Washington: 18%
Baltimore: 13%
Home Computer
45
76%
86% 92%
64%
78%
88%
2000 2011 2006
Washington
Baltimore
46
Internet
What proportion of Washington-Baltimore
area residents have Internet access? Search X
[PDF] Baltimore-Washington Psychographic Study
File Format: PDF/Adobe Acrobat - Quick View
• 94% in the Washington area (up from 89% in 2006)
• 92% in the Baltimore area (up from 81% in 2006)
www.wbanda.com/.../Baltimore-Washington-Psychographic-Study.pdf
47
Internet
Washington and Baltimore ALIKE...
• Average 4 hours active Internet use per day
• About 25% spend 6+ hours per day online
Washingto
n Baltimore
Leader Wash: 8% Balt: 7%
Contributor 18%
Follower Wash: 23% Balt: 19%
Observer 37%
Not Sure Wash: 13% Balt: 19%
48
Internet Engagement
browses others’
content, but
no personal
content posted
posts their own
content, such
as blogs
comments on
or reposts
others’ content
Leader Wash: 8% Balt: 7%
Contributor 18%
Follower Wash: 23% Balt: 19%
Observer 37%
Not Sure Wash: 13% Balt: 19%
49
Internet Engagement
only manages own
profile page and/or
views others’ content
comments on
or reposts
others’ content
browses others’
content, but
no personal
content posted
posts their own
content, such
as blogs
50
Internet Engagement
Leader Wash: 8% Balt: 7%
Contributor 18%
Follower Wash: 23% Balt: 19%
Observer 37%
Not Sure Wash: 13% Balt: 19%
posts their own
content, such
as blogs
only manages own
profile page and/or
views others’ content
comments on
or reposts
others’ content
browses others’
content, but
no personal
content posted
13%
15%
22%
30%
30%
32%
59%
66%
20%
31%
33%
38%
43%
41%
65%
74%
PhotoSharing
Blogs
MessageBoards
Washington
Baltimore
Websites Ever Visited
51
1%
5%
6%
9%
7%
31%
3%
8%
12%
11%
14%
36%
MessageBoards
Blogs
Washington
Baltimore
Websites Visited Daily
52
Inside the Consumer’s Mind
54
Home and Family
Strong feelings,
particularly in
Baltimore, with
about 8 in 10
agreeing.
“My family
is the
center of
my life”
“Owning my
home is part of
the American
dream”
But not as
strong as in
2000 and
2006
Slightly fewer in
Washington
agree.
More than 80% say they always strive
to make themselves
better.
About two-thirds say they are
happy with where they are in life.
About one-third really,
truly consider themselves an optimist.
55
My Life
Baltimore Area
56
Leaning to the Left or to the Right
Washington Area
41%
“I consider myself a
conservative”
40%
“I consider myself a liberal”
57
Tradition
“Tradition is very
important to me” Balt (63%)
Wash (56%)
“A woman’s life is
fulfilled only if she
can provide a happy
home for her family” Balt (26%)
Wash (23%) “I think that things
were better 20
years ago than they
are today” Balt (41%)
Wash (32%)
58
What I Seek
“I like a lot of
variety in my life“
Wash (58%) Balt (58%)
“I like doing things
that are new and different”
Wash (67%) Balt (62%)
“I enjoy a challenge
”
“I consider myself an
intellectual”
Wash (69%) Balt (67%)
Wash (79%)
Balt (74%)
59
What I Like To Do
“I am an
avid
reader”
58%
“I like to travel”
74%
“I like to learn
about art,
culture and
history” 68%
60
Shop ‘Til You Drop
“I always
look for the
best buy” 76%
“I follow the
latest
trends/
fashions”
19%
“I like to do business with
companies that do things in a new way”
41%
“I’d rather deal with a person than
deal with a computer or an
automated phone system” Balt (81%)
Wash (72%)
“I never believe the
claims made in
advertising” 31%
61
Doing Business
“I prefer to do business
with locally- or regionally-
based companies” Balt (65%) Wash (58%)
62
Heroes
63
• WB&A Market Research is a full-service market research firm founded in
1987 with telephone centers in Crofton, MD and Ithaca, NY.
• WB&A Market Research has experience in a wide range of industries
including transportation, health care, advertising, public relations,
education, financial services, travel and tourism, utilities,
telecommunications and more.
• WB&A Market Research utilizes a range of methodologies, including:
telephone interviews, focus groups, in-depth interviews, intercept
interviews and mystery shopping, in-person self-administered, Internet
and mail surveys.
Q&A
