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2010 Market Potential

Electronics and Internet Market Potential

Description
This report identifies what, where, and how consumers are buying and using computers, electronic equipment, and Internet access. A Market Potential Index (MPI) measures relative market demand for such items as personal computers, televisions, and online shopping compared to the U.S. average.

Variables include

  • Current-year and five-year projections for Population, Population 18+, Households, and Median Household Income
  • Current-year estimated market demand is provided for many variables, including
    • Purchased home PC in last 12 months
    • Spent $1000-1499 on home PC
    • Household owns 3 TVs
    • Household own giant screen TV (over 42")
    • Household owns video game system: Xbox
    • Traded stocks/bonds/funds over the Internet in last 30 days
    • Ordered an airline ticket online in last 12 months

Availability

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Financial Investments Market Potential

Description
This report identifies the number of adults and households expected to consume financial services and investment products such as online banking, home mortgage loans, and mutual funds. A Market Potential Index (MPI) measures the relative likelihood of adults and households in a specified area to exhibit certain consumer spending patterns compared to the U.S. average.

Variables include

  • Current- and five-year projections for Population, Population 18+, Households, and Median Household Income
  • Current-year estimated market demand is provided for many variables, including
    • Bank/financial institution: use full service bank
    • Banked by phone in last 12 months
    • Have 401K retirement savings
    • Own certificate of deposit (6 months or less)
    • Own stock with market value $50000+
    • Used financial planning counsel in last 12 months

Availability

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Health and Beauty Market Potential

Description
This report identifies market demand for health and beauty products and services among adults and households. A Market Potential Index (MPI) measures the relative demand by consumers in a specified area for items such as vitamins, personal care products, and doctor visits compared to the U.S. average.

Variables include

  • Current- and five-year projections for Population, Population 18+, Households, and Median Household Income
  • Current-year estimated market demand is provided for many variables, including
    • Exercise at home 2+ times per week
    • Spent $100+ at beauty parlors in last 6 months
    • Diet control to maintain weight
    • Buy foods specifically labeled as natural/organic
    • Used calcium vitamin/dietary supplement in last 6 months
    • Used non-prescription headache/pain reliever in last 6 months

Availability

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Pets and Products Market Potential

Description
This report identifies market demand among adults and households for pet ownership, pet food, and pet accessories. A Market Potential Index (MPI) measures the relative demand of adults and households in a specified area for pets and related products and services compared to the U.S. average.

Variables include

  • Current- and five-year projections for Population, Population 18+, Households, and Median Household Income
  • Current-year estimated market demand is provided for many variables, including
    • Household owns 2+ dogs
    • Household used more than 4 cans of cat food in last 7 days
    • Household used packaged dry cat/dog food in last 6 months
    • Household member took pet to vet three times in last 12 months
    • Bought flea control product from vet in last 12 months

Availability

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Restaurant Market Potential

Description
This report describes the market demand for family/steakhouse restaurants, fast food, and chain food establishments. A Market Potential Index (MPI) measures the relative demand the family/steakhouse restaurants, fast food, and chain food establishments by adults and households in a specified area compared to the U.S. average.

Variables include

  • Current- and five-year projections for Population, Population 18+, Households, and Median Household Income
  • Current-year estimated market demand is provided for many variables, including
    • Ate lunch at a family restaurant/steak house in last 6 months
    • Ate at Olive Garden in last 6 months
    • Visited a fast food/drive-in restaurant 4-8 times in last month
    • Ate breakfast at a fast food/drive-in last 6 months
    • Ate at Wendy's in last 6 months

Availability

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Retail Market Potential

Description
This report provides details about the number of adults and households expected to consume products or services in a variety of retail categories. A Market Potential Index (MPI) measures the relative likelihood of adults or households in a specified area to exhibit certain consumer behavior compared to the U.S. average.

Variables include

  • Current- and five-year projections for Population, Population 18+, Households, and Median Household Income
  • Current-year estimated market demand is provided for many variables, including
    • Bought any men's apparel in last 12 months
    • Bought/Changed motor oil
    • Household used housekeeper/professional cleaning service in last 12 months
    • Currently carry any life insurance
    • Read any daily newspaper
    • Household average monthly long distance phone bill is $100+
    • Spent $3000+ on foreign vacations

Availability

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Sports and Leisure Market Potential

Description
This report provides shows the number of adults and households participating in a range of sports, leisure, and entertainment activities such as weight lifting, gardening, and attending movies. A Market Potential Index (MPI) measures the relative likelihood of adults or households in a specified area to participate in activities these compared to the U.S. average.

Variables include

  • Current- and five-year projections for Population, Population 18+, Households, and Median Household Income
  • Current-year estimated market demand is provided for many variables, including
    • Participated in backpacking/hiking
    • Spent $250+ on high end sports/recreation equipment in last 12 months
    • Gambled at casino 6+ times in last 12 months
    • Attended sports event: baseball game
    • Spent $200-499 on toys/games in last 12 months
    • Bought book through Internet in last 12 months

Availability

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