Whether it's the Twin Cities or the Lone Star State, penetration rates for online purchasing leave a lot to be desired. And that's not just in second-tier markets said, but in
the nation's top three media hubs (see PR News, Nov. 10, 2004).
Since it's still a relatively small pool of people who buy off the Web, the rub for PR executives (who want to juice up their Web sites) is where to find potential buyers when
they're in front of competing mediums.
In Dallas-Fort Worth, for example, practically a third of the population listen to country music on the radio while nearly half watch the local evening news. In Minneapolis-St.
Paul, Web buyers are slightly more diffuse, with about a third of the people who listen to news/talk radio and nearly a quarter of residents who listen to Classic Rock radio; more
than a quarter watch late-night TV news.
| Dallas-Fort Worth Metro Area | |
|---|---|
| Total Population: |
4,585,980
|
| Target (bought on internet) |
1,860,890
|
| Profile - Age |
% of Target
|
| 18 - 20 |
6%
|
| 21 - 24 |
7%
|
| 25 - 29 |
9%
|
| 30 - 34 |
15%
|
| 35 - 39 |
11%
|
| 40 - 44 |
14%
|
| 45 - 49 |
11%
|
| 50 - 54 |
12%
|
| 55 - 59 |
6%
|
| 60 - 64 |
4%
|
| 65 - 69 |
3%
|
| 70+ |
2%
|
| Sex | |
| Male |
53%
|
| Female |
47%
|
| Radio formats listened to | |
| Country |
29%
|
| News/Talk/Information |
23%
|
| Pop Contemporary Hit Radio |
18%
|
| Oldies |
16%
|
| Classic Rock |
13%
|
| Talk/Personality |
13%
|
| Adult Contemporary |
13%
|
| Hot AC |
13%
|
| All Sports |
13%
|
| Urban Contemporary |
12%
|
| Contemporary Christian |
11%
|
| All News |
11%
|
| Alternative |
10%
|
| TV news typically watched | |
| Local news -evening television programs |
50%
|
| Local news -late television programs |
29%
|
| Local news -morning television programs |
38%
|
| News magazines television programs |
9%
|
| Minneapolis-St. Paul Metro Area | ||
|---|---|---|
| Total Population: |
|
3,198,920
|
| Target (bought on internet) |
|
1,372,640
|
| Profile - Age |
% of Target
|
Target Persons
|
| 18 - 20 |
5%
|
66,850
|
| 21 - 24 |
9%
|
121,590
|
| 25 - 29 |
13%
|
183,750
|
| 30 - 34 |
8%
|
109,800
|
| 35 - 39 |
12%
|
165,860
|
| 40 - 44 |
13%
|
174,250
|
| 45 - 49 |
12%
|
158,560
|
| 50 - 54 |
12%
|
165,500
|
| 55 - 59 |
9%
|
119,270
|
| 60 - 64 |
3%
|
44,760
|
| 65 - 69 |
2%
|
32,910
|
| 70+ |
2%
|
29,540
|
| Sex | ||
| Male |
49%
|
675,180
|
| Female |
51%
|
697,460
|
| Radio formats listened to | ||
| News/Talk/Information |
32%
|
443,860
|
| Classic Rock |
22%
|
297,780
|
| Oldies |
20%
|
268,700
|
| Country |
19%
|
266,170
|
| Album Adult Alternative |
18%
|
242,030
|
| Hot AC |
16%
|
213,640
|
| Pop Contemporary Hit Radio |
15%
|
202,450
|
| Talk/Personality |
14%
|
195,380
|
| All Sports |
13%
|
176,550
|
| Soft Adult Contemporary |
12%
|
159,720
|
| 80's Hits |
11%
|
152,410
|
| Contemporary Christian |
11%
|
150,040
|
| Active Rock |
10%
|
136,370
|
| TV news typically watched | ||
| Local news -evening television programs |
54%
|
744,630
|
| Local news -late television programs |
29%
|
397,620
|
| Local news -morning television programs |
32%
|
447,600
|
| News magazines television programs |
13%
|
185,910
|
Source: Medialink Demographic Intelligence/Scarborough USA+ Release 1 2004