• by Jack Loechner , Staff Writer @mp_research, January 13, 2005

Galactic, International, National, Regional and now Local Market Data

In the days before Christmas, Simmons examined the shopping habits of the American consumer to reveal the nationÕs markets that are tech savvy and credit card conscious. The study was comprised of a comprehensive database that provides in-depth information on consumer media and purchasing behavior for each of the nation's 210 DMA's.

The study revealed that 4.5 percent of American adults own or plan to buy a satellite radio and the top markets that index the highest in this category include some of the nations Hispanic markets in the Southwest.

DMA	Satellite Radio Index*
Yuma	196
Laredo	178
Fresno	174
El Paso	172
Harlingen	158

* Index indicates the likelihood of consumers, compared to a 100 average within the total population.

Yuma and El Paso residents also index above average for owning Personal Video Recorders (PVR). Overall, 8.4 percent of the American population own or plan to buy a PVR.

DMA	PVR Index
Yuma	196
El Paso	141
Los Angeles	140
Miami	138
Monterey	136

California is home to the top five indexing markets for flat screen TV's within the nation's 210 DMA's.

DMA	Flat Screen TV Index
Monterey	142
Santa Barbara	130
San Francisco	124
San Diego	123
Fresno	122

With extra spending during the holiday season, consumers tend to rely more heavily on their credit cards for purchases. Simmons analysis found that 24 percent of American adults pay the full amount due on their credit cards each month. Credit card conscious Americans fall within the larger markets including Boston (131) and Washington, DC (127). Texas is home to the top five markets that pay only the minimum amount due each month on their credit card. Nationally, 4.5 percent of adults pay the minimum each month.

DMA	Pay Minimum on Credit Card Index
Odessa	162
Corpus Christi	150
Harlingen	144
Lubbock	144
San Angelo	139

Source of all data: SimmonsLOCAL 2004 Study.

Chris Wilson, president & COO, Simmons, "this information is critical to develop new product initiatives, ongoing customer relationship strategies and future marketing plans."

You can find out more here.