• by Jack Loechner , Staff Writer @mp_research, August 1, 2006

Scarborough Research reports on an often overlooked consumer group that has unique targeting value for marketers. A recent study and analysis of Mass Transit Users and Power Pedestrians, people who do a significant amount of walking in towns and cities, says that they account for about 22 percent of consumers in the 75 local markets measured by Scarborough.

Not only does this market segment and have desirable demographics, says the report, but more opportunities to make purchases since they are also plugged-in and more likely to purchase portable electronic devices such as MP3 players, PDAs, and to use wireless Internet.

According to the Scarborough analysis, today's Mass Transit Users and Power Pedestrians own or plan to purchase a variety of portable technologies.

• Subway riders are 93 percent more likely than the average consumer in subway cities to plan to purchase an MP3 player
• Rail riders are 62 percent more likely than other consumers in Scarborough's rail markets to plan to purchase, an MP3
• Power Pedestrians are 44 percent more likely to plan to buy an MP3 player
• Subway riders are 48 percent more likely than the average consumer in cities with subway systems to own a PDA.
• Rail riders are 65 percent more likely than other consumers in Scarborough's rail markets to own a PDA, and
• Power Pedestrians are 16 percent more likely to have a PDA.

Carol Edwards, vice president of out-of-home media services, Arbitron, Inc, says "Portable devices such as MP3 players and PDAs give the commuter the power to purchase in the palm of their hand. This, combined with the fact that these consumers are 'out and about' and perhaps close to retail outlets and other points of purchase, gives marketers a unique opportunity to entice a consumer group who may be physically closer to making a purchase."

Subway riders are 27 percent more likely than other consumers in subway markets to have spent $2,500 or more on Internet purchases during the past year.

Power Pedestrians are 26 percent more likely than all consumers to be in this spending group, and buy in high-end retail categories online such as jewelry, automotive, and travel.

Today's Mass Transit User is young, affluent, and ethnically diverse.

Subway riders are:

• 39 percent more likely than all consumers in subway markets to be ages 18-34
• 15 percent more likely to have an annual household income of $150k or more
• 75 percent more likely to be African-American
• 58 percent more likely to be Hispanic

Rail riders are

• 26 percent more likely than all consumers in rail markets to be ages 18-34
• 41 percent more likely to have an annual household income of $150k or more
• 75 percent more likely to be African-American
• 37 percent more likely to be Hispanic

Power Pedestrians are

• 14 percent more likely than all consumers to be ages 18-34
• 21 percent more likely to have an annual household income of $150k+
• 22 percent more likely to be Hispanic

"Mass transit options vary from local market to local market, so it is important to understand how consumers use the transit available to them," said Ms. Edwards.

Several advertising categories stand out among Mass Transit Users and Power Pedestrians.

Subway riders are

• 45 percent more likely than other consumers in subway markets to have taken three or more domestic air trips during the past year
• 32 percent more likely to have eaten in a fast food restaurant six or more times during the past month

Rail riders are

• 56 percent more likely than other consumers in rail markets to have made three or more domestic air trips during the past year
• 17 percent more likely to have eaten at a fast food restaurant six or more times during the past month
• 14 percent more likely to be from households that spend $150 or more on groceries weekly

For more about this report and Scarborough Research, please visit here.