2011 Burlington/Plattsburgh Area

Consumer Research

Presented By: WPTZ-TV

Internet PresentationInternet Presentation

•Operating as a Research & Consulting company since 1985

•Based in Pittsburgh with offices in Orlando, Raleigh, Knoxville, Seattle & Spokane

•Survey over 100 markets annually (75,000+ interviews each year)

•Data collection methods available: telephone, mail, online, polling

•Media clients include: TV & radio stations, cable, newspapers, circular printers,

direct mail

•Provide customized research and consulting to various companies including financial

institutions, auto dealers, furniture stores, hospitals, restaurants, grocery stores and more

Marshall Marketing

www.marshallmarketingusa.com

Data is proportionate by Gender, Age, Income, County & Ethnic Background, and is compared to

projected Census Data.

Marshall Marketing Info:

Interview Method

Demographics: Gender, Age, HH income,

Ethnic background, # of children, occupation,

etc. (13 initial demographic questions)

Consumer Categories: You have access to

over 40 categories of business

Media Usage: Newspaper, Radio, Television,

Direct Mail, Internet, and more.

Interview MethodTelephone: Random Digit Dialing (RDD)Listed & Unlisted numbersInternet: Cell Phone Only Participants

Dates of InterviewingMarch 28 - April 10, 2011

In-Tab500 Respondents18 Years of Age or Older

County 18+ Pop. % In-Tab

Chittenden 121,207 29% 143

Clinton 66,960 16% 79

Rutland 50,856 12% 60

Washington 47,466 11% 56

Franklin NY 41,532 10% 49

Franklin VT 36,447 9% 43

Essex NY 30,514 7% 36

Addison 28,818 7% 34

Total 423,800 100% 500

Data may be broken out by individual county or by a group of counties.

The Marshall Marketing Data can also be separated by zip code clusters.

Marshall Marketing Info:

Distributed Proportionately

Total Adults Vermont counties New York counties

Have access to the internet at home

84% 89% 74%

Have a HD TV (High Definition Television)

56% 55% 58%

Have Cable TV at home 52% 51% 54%Have access to the internet at work or school

51% 59% 34%

Access the internet while watching TV

46% 45% 48%

Have TiVo or another Digital Video Recording system

37% 39% 34%

Have Satellite TV at home

37% 35% 41%

Have access to the internet on your cell phone/PDA

27% 29% 23%

C S COMPUTER/INTERNET/WIRELESSDo you currently...?

Total Adults Vermont counties New York counties

Less than 1 hour 14% 13% 16%1-4 hours 15% 15% 16%5-9 hours 24% 30% 12%10-14 hours 14% 10% 21%15-19 hours 9% 10% 6%20+ hours 10% 13% 6%

HOURS SPENT ON INTERNET IN WEEKApproximately, how many hours do you spend on the internet each week?

Total Adults Vermont counties New York counties

Early Morning (5am-9am) 36% 41% 26%Daytime (9am-4pm) 55% 64% 36%Early Evening (4pm-8pm) 48% 54% 36%Evening (8pm-11pm) 43% 49% 31%Late Evening (11pm-1am) 8% 9% 6%Late Night (1am-5am) 4% 5% 1%

ACCESS THE INTERNETWhich of the following times of the day do you typically access the internet at any location?

Total Adults Vermont counties New York counties

Email 81% 86% 71%

Make purchases 59% 63% 50%

Local Weather 54% 61% 38%

On-line banking 42% 53% 16%

Pay bills 42% 45% 33%

Research on products or services 40% 47% 21%

Travel 37% 41% 25%

Local News 34% 34% 36%

Work related use 33% 40% 16%

Medical services/info./research 29% 32% 21%

Entertainment Information 27% 27% 26%

Watch video streaming 26% 32% 11%

Home Improvement Information 25% 29% 16%

Auction site 25% 26% 22%

Chat 22% 21% 25%

Financial information 18% 21% 11%

Real estate listings 18% 19% 15%

Auto research 16% 18% 9%

Job listings or help wanted 13% 14% 12%

Stocks/Bonds 13% 15% 6%

Instant messaging 12% 13% 10%

Local Sports 11% 11% 12%

Research Colleges 6% 8% 0%

Blogs 5% 6% 2%

Research Summer Camps for Children

4% 6% 0%

Home Mortgage 4% 6% 0%

Legal Information 4% 6% 0%

ACTIVITIES ONLINEWhich of the following activities do you use the internet for...?

Total Adults Vermont counties New York counties

Clothing 53% 54% 49%Gifts 47% 49% 41%Airline Tickets 38% 43% 25%Computer software 29% 33% 18%Computer hardware 23% 27% 13%Appliances 22% 22% 21%Other electronic equipment

21% 21% 22%

Vehicle 18% 19% 14%Tickets to cultural/sporting or other events

18% 22% 7%

Bedding 16% 20% 6%Furniture 15% 16% 13%Movie tickets 13% 13% 15%Television 12% 11% 14%Jewelry 11% 11% 12%Bathroom/Kitchen Fixtures

9% 12% 2%

Wine 3% 3% 2%

SHOPPED ON THE INTERNET PAST 12 MONTHSWhich of the following items have you shopped for on the internet in the past 12 months?

Total Adults Vermont counties New York counties

Clothing 37% 41% 28%Gifts 36% 40% 25%Airline Tickets 30% 37% 14%Computer software 14% 18% 5%Tickets to cultural/sporting or other events

13% 17% 4%

Other electronic equipment

11% 13% 6%

Computer hardware 10% 12% 5%Appliances 10% 11% 6%Bedding 9% 13% 0%Movie tickets 8% 8% 7%Jewelry 7% 9% 2%Bathroom/Kitchen Fixtures

4% 6% 0%

Furniture 4% 5% 0%Television 3% 4% 2%Wine 2% 2% 0%Vehicle 1% 1% 0%

BOUGHT ON THE INTERNET PAST 12 MONTHSWhich of the following items have you bought on the internet in the past 12 months?

Total Adults Vermont counties New York counties

Weather 51% 57% 37%Local News 50% 52% 48%Breaking News 37% 40% 30%Obituaries 30% 30% 29%Breaking News for Severe Weather

28% 29% 26%

Community Information 18% 18% 16%Local Sports 13% 13% 15%More Information on a TV News Story

12% 11% 14%

INFORMATION ACCESSED VISITING THOSE WEBSITESWhen visiting a local TV station or newspaper website, what kinds of information did you access when visiting those websites?

Total Adults Vermont counties New York counties

Facebook 46% 53% 32%YouTube 32% 35% 26%LinkedIn 8% 11% 0%MySpace 6% 5% 8%Twitter 6% 7% 5%Flickr 2% 2% 2%

SOCIAL NETWORKING SITES VISITWhat social networking sites do you visit?

Total Adults Vermont counties New York counties

None 32% 31% 34%Less than 1 hour 28% 34% 15%1 hour 10% 11% 9%2 hours 11% 10% 14%3 hours 2% 2% 2%4 hours 1% 1% 0%5+ hours 2% 2% 2%

SOCIAL NETWORKINGHow many hours per day do you spend on social network websites like Facebook, YouTube, MySpace, etc?

Total Adults Vermont counties New York counties

Never 10% 10% 10%1-5 times per week 5% 5% 6%6-10 times per week 4% 4% 3%11-20 times per week 2% 2% 2%21+ times per week 7% 9% 2%

HOW OFTEN ACCESS INTERNET IN A WEEKHow often do you access the internet on your cell phone or PDA per week?

Total Adults Vermont counties New York counties

E-mail 70% 72% 67%Weather 64% 67% 52%Social Networks 53% 51% 62%Directions 51% 57% 33%Breaking news 43% 48% 29%Sports 42% 43% 38%Address of a business 36% 36% 38%Telephone Directory 16% 16% 14%

ACCESSED ON INTERNET FROM CELL PHONE/PDAWhat do you access on the internet from your cell phone or PDA?

Total Adults Vermont counties New York counties

National News 46% 48% 39%Sports 20% 20% 21%Uploading Videos 6% 7% 3%Downloading Videos 5% 6% 3%Slideshows 4% 4% 6%Contests 3% 4% 0%Quizzes 1% 1% 0%

MEDIA WEBSITESWhy do you visit the websites of media outlets, such as television stations?