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

64

Steve Markenson, PRC WB&A Market Research

410-721-0500

smarkenson@wbanda.com

Q&A