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2010 Market Potential

Electronics and Internet Market Potential

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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

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Financial Investments Market Potential

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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

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Health and Beauty Market Potential

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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

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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

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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

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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

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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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