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.