Steve Markenson AMA Baltimore Presentation

8/7/2019 Steve Markenson AMA Baltimore Presentation

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1

Agenda

BackgroundThe BasicsFido and Fluffy

Work LifeMe and My CommunityHealthy LifestylesLiving with TechnologyInside the Consumer¶s MindHeroesQ&A



2

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



3

Background



4

Background



5

Inside the Consumer¶s Mind

Work

Technology

Health

Family



The Basics



U.S. Population:

� 308,745,538 people(+9% since 2000)

� 128,000,000 households

The Basics



8


Baltimore:

� 2,700,000people(+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%

Asi

Hispanic

Black/African-American

Caucasian

U.S.

Washington

Baltimore



9%

6%8%

29%

41%

24%

Baltimore

10

Educated, Affluent and Working

GraduatedCollege

Median

HouseholdIncome

$52,000

$86,000

$68,000

Unemployment

Washington

U.S.

Washington BaltimoreU.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%

Washington21%

Baltimore30%

Fluffy

14



Work Life



Commuting

16

47

64

42

53

2006 2011

Round Trip Commute(in minutes)

51%51% of of

BaltimoreansBaltimoreans

consider consider

traffictraffictoto be a major be a major

problem facingproblem facing

their their

communitycommunity..

(78%, Washington)(78%, Washington)



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)



2000

432006

39

201141

2000

44

200641

201141

Work Week

19

Average Hours Worked(per week)

Washington Baltimore



2000

16%2006

10%

2011

12%

2000

19% 2006

14% 2011

11%

Long Work Weeks

20

Washington

Baltimore

Working 50+Hours

(per Week)



5 or less48% 6 to 20

40%

More than20

12%

5 or less39%

6 to 2039% More than

2022%

21

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

22











6%

3%

9%

6%

41%

42%

44%

48%

Baltimore

Washington

Don't know Worse Same Better

A Year From Now Financially

27

More than 4 in 10

Baltimoreansexpect to be

financially better off a year from now.



28

Optimism Index

4843

36

2

3338

3035

1810

1

29

54

41

48

26

41 4137 39

30

8

40 39

St rt f Ir q r

F cC p e



29

Problems Facing Communities

WashingtonBig Problems

Traffic (78%)

Health Care Costs (69%)

Housing Costs (66%)

Fuel Prices (60%)

Job Market (53%)

Public Education (42%)

Crime (32%)

BaltimoreBig Problems

Fuel Prices (73%)

Health Care Costs (71%)

Job Market (65%)

Housing Costs (57%)

Traffic (51%)

Public Education (48%)

Crime (45%)



About 75% AgreeAbout 75% AgreeBaltimoreans more likely toBaltimoreans more likely to stronglystrongly agreeagree

30

Community

³I like thecommunity I

currently live in´



31

Philanthropy

Abouttwo-thirdsgive time

More than9 in 10 givemoney, foodor clothing

Almost

three-fourthsconsider

themselvescharitable



Healthy Lifestyles



Overall Health

33

Excellent/

Very GoodWashington: 66%

Baltimore: 58%





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

35





Baltimore morelikely than

Washington tostrongly agree

Overalldecrease from2006 and 2000

37

³My health is more important than money´

80% Agree



HealthyLiving

³I keep up with and try

to followcurrenthealthtrends´

³I tryto eat

healthyevery day´

(higher inWashington)

57%

38

Healthy Lifestyle

62%









29%

37%

39%

39%

45%

41%

Internet

DVR/TiVo

On Demand

Washington Baltimore

How We Watch Television

42

Hours spentwatching television

has remained

consistent since 2000

³It i i t t t k t d t ith t



43

³It is important to keep up-to-date with current

events and news.´

Over 80%

agree� About one-half

strongly agree

� Slightly higher in Washington





Cell Phones

45

93%

91%Smartphone

34%

Smartphone51%

Other CellPhone

57%

Other CellPhone

42%

Baltimore

Washington



2006

14%

2011

66%

2006

14%

2011

57%

GPS

46

Washington

Baltimore





48

iPad and E-reader

7%Balt.

11%Wash.

Washington: 18%

Baltimore: 13%



The image part with relationship ID rId3 was not found in the file.

Home Computer

49

76%

86% 92%

64%

78%

88%

2000 20112006

Washington

Baltimore



50

Internet

What proportion of Washington-Baltimorearea residents have Internet access?

SearchX

[PDF] Baltimore-Washington Psychographic StudyFile 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



51

Internet

Washington and Baltimore ALIKE...

� Average 4 hours active Internet use per day

� About 25% spend 6+ hours per day online

Washingto

n

Baltimore



52

Internet Engagement

Leader 8%

Contributor 18%

Follower 23%

Observer

37%Not Sure

19%

browses others¶content, butno personal

content posted



53

Internet Engagement

Leader 8%

Contributor 18%

Follower 19%

Observer

37%Not Sure

19%

only manages ownprofile page and/or views others¶ content

comments onor reposts

others¶ content


content posted



54

Internet Engagement

Leader 7%

Contributor 18%

Follower 19%

Observer

37%Not Sure

19%

posts their owncontent, suchas blogs

only manages ownprofile page and/or views others¶ content

comments onor reposts

others¶ content


content posted





1%

5%

6%

9%

7%

31%

3%

8%

12%

11%

14%

36%

LinkedIn

Twitter

YouTube

MessageBoards

Blogs

Facebook

Washington

Baltimore

Websites Visited Daily

56





58


Home

Shopping

Me

Family



59

Home and Family

Strong feelings,

particularly inBaltimore, withabout 8 in 10

agreeing.

³My familyis the

center of my life´

³Owning myhome is part of the American

dream´

But not asstrong as in2000 and

2006





BaltimoreArea

61

Leaning to the Left or to the Right

WashingtonArea

41%

³I consider

myself aconservative´

40%

³I consider

myself aliberal´





Wh t I Lik T D



64

What I Like To Do

³I am an

avidreader ́

58%

³I like to travel´75%

³I like to learnabout art,culture and

history´69%



D i B i



³I like to dobusiness withcompanies

that do thingsin a new way´

³I¶d rather deal witha person than dealwith a computer or

an automatedphone system´

³I never believe the

claimsmade in

advertising´

66

Doing Business

³I prefer to do business

with locally- or

regionally-based

companies´ - 65%

H



67

Heroes



Q&ASteve Markenson, PRC

President

WB&A Market Research2191 Defense Highway, Suite 401Crofton, MD 21114

[email protected]

Steve Markenson AMA Baltimore Presentation

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