CivicScience DeepProfile Report€¦ · uses Facebook Actively uses Twitter Actively uses Instagram Actively uses Pinterest Actively uses Snapchat ... buy VR products Owns / intends

CivicScience DeepProfile Report

June 17, 2020

Core Demographics

Gender

43%49%

57%51%

Male Female

Telemedicine Users During COVID-19

US Adult Gen Pop

DeepProfile 3

Age

0% 0%

9%

12%

17% 18%

20%

16%

20%

17% 17% 17% 17%

20%

Under 18 18-24 25-34 35-44 45-54 55-64 65 or older


US Adult Gen Pop

DeepProfile 4

Income

10%12%

18%

21%

17%18%

16% 16%

23%

20%

16%

14%

<$25k $25-$50k $50-$75k $75-$100k $100-$150k >$150k


US Adult Gen Pop

DeepProfile 5

Education

10%

14%

24%26%

41%39%

26%

21%

HS/GED or Less Some college, no degree Bachelor's degree Graduate degree


US Adult Gen Pop

DeepProfile 6

Parental Status45%

40%

25% 26%30%

34%

Parent Grandparent Neither


US Adult Gen Pop

DeepProfile 7

Residential Area

28% 26%

46% 45%

24% 26%

2% 3%

City Suburbs Rural Area Other


US Adult Gen Pop

DeepProfile 8

Residential Status69% 67%

23% 23%

5% 6% 3% 4%

Homeowner Renter Still with Mom and Dad None of the above


US Adult Gen Pop

DeepProfile 9

DeepProfile Indices

Market Maven

Aggregate

The Market Maven index aims to identify the extent to which segments adopt new products and brands, and share their opinions with others.

DeepProfile

Individual Attributes

Telemedicine UsersDuring COVID-19

US Adult Gen Pop

113

100

Tries new productsbefore others

Tells others aboutnew products

Tells others aboutfavorite products

Tells others aboutdisappointing products

Writes positiveproduct reviews

Writes negativeproduct reviews

95 100 105 110 115 120

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Market Maven (continued)

Attribute Telemedicine Users During COVID-19 Percentage US Adult Gen Pop Percentage

Tries new products before others 27% 23%

Tells others about new products 46% 41%

Tells others about favorite products 61% 54%

Tells others about disappointing products 60% 56%

Writes positive product reviews 72% 64%

Writes negative product reviews 58% 52%

DeepProfile 12

Social Media Influence

Aggregate

The Social Media Influence index aims to identify the impact social media has on respondents' preferences and behavior.

DeepProfile



US Adult Gen Pop

116

100

Social mediainfluences purchases:

General

Social mediainfluences music taste

Social media influencesTV, movie taste

Social mediainfluences

food purchases

Social mediainfluences

clothing purchases

Social media influenceselectronics purchases

Uses social media morethan an hour each day

90 100 110 120 130

13

Social Media Influence (continued)


Social media influences purchases: General 34% 29%

Social media influences music taste 26% 20%

Social media influences TV, movie taste 40% 36%

Social media influences food purchases 20% 18%Social media influences clothing

purchases 23% 19%

Social media influences electronics purchases 28% 24%

Uses social media more than an hour each day 46% 43%

DeepProfile 14

Social Media Platforms

Aggregate

The Social Media Platforms index aims to identify how often respondents visit or use major social media sites and apps.

DeepProfile



US Adult Gen Pop

116

100

Activelyuses Facebook

Activelyuses Twitter

Activelyuses Instagram

Activelyuses Pinterest

Activelyuses Snapchat

80 100 120 140

15

Social Media Platforms (continued)


Actively uses Facebook 55% 50%

Actively uses Twitter 18% 15%

Actively uses Instagram 30% 24%

Actively uses Pinterest 18% 14%

Actively uses Snapchat 10% 11%

DeepProfile 16

Price Sensitivity

Aggregate

The Price Sensitivity index aims to identify the extent to which segments are price-conscious when shopping, both as a whole and across specific categories.

DeepProfile



US Adult Gen Pop

92

100

Price-conscious:General

Price-conscious:Electronics

Price-conscious:Food

Price-conscious:Clothing / accessories

Price-conscious:Household products

Price-conscious:Health and beauty products

85 90 95 100

17

Price Sensitivity (continued)


Price-conscious: General 26% 28%

Price-conscious: Electronics 16% 17%

Price-conscious: Food 23% 26%

Price-conscious: Clothing / accessories 37% 38%

Price-conscious: Household products 30% 33%Price-conscious: Health and beauty

products 18% 20%

DeepProfile 18

Informed Consumer

Aggregate

The Informed Consumer index aims to identify the extent to which segments do research about companies and products before shopping.

DeepProfile



US Adult Gen Pop

112

100

Alwayscompares prices

Always consultsonline reviews

Visits stores,then buys online

Showroomsacross websites

Favors locallyowned establishments

Favors sociallyconscious companies

90 100 110 120

19

Informed Consumer (continued)


Always compares prices 54% 49%

Always consults online reviews 33% 28%

Visits stores, then buys online 73% 68%

Showrooms across websites 80% 75%

Favors locally owned establishments 42% 38%

Favors socially conscious companies 39% 32%

DeepProfile 20

Tech Savvy

Aggregate

The Tech Savvy index aims to identify the extent to which segments use their digital devices and are informed about and aware of new technology.

DeepProfile



US Adult Gen Pop

128

100

Followstechnology trends

'Addicted' todigital devices

Owns / intends tobuy a smartwatch

Owns / intends tobuy VR products

Owns / intends tobuy AR products

Owns / intends tobuy smart home

products

80 100 120 140 160

21

Tech Savvy (continued)


Follows technology trends 59% 50%

'Addicted' to digital devices 53% 49%

Owns / intends to buy a smartwatch 34% 26%

Owns / intends to buy VR products 19% 14%

Owns / intends to buy AR products 9% 7%

Owns / intends to buy smart home products 30% 21%

DeepProfile 22

Entertainment Technology

Aggregate

The Entertainment Technology index aims to identify the extent to which segments consume media via non-traditional methods or platforms.

DeepProfile



US Adult Gen Pop

118

100

Owns or plansto buy wirelessspeaker system

Watches TV / videosvia streaming devicesOwns an eReader

Listens tostreaming music

Uses DVR Uses Netflix

90 100 110 120 130

23

Entertainment Technology (continued)


Owns or plans to buy wireless speaker system 23% 18%

Watches TV / videos via streaming devices 69% 65%

Owns an eReader 34% 26%

Listens to streaming music 47% 40%

Uses DVR 59% 53%

Uses Netflix 60% 52%

DeepProfile 24

TV Viewing

Aggregate

The TV Viewing index aims to identify the extent to which segments watch various genres of TV and are influenced by what they see on TV.

DeepProfile



US Adult Gen Pop

108

100

Drama fan

Reality fan

Travel / home /cooking fan

Documentary fan

Music /entertainment fan

Sitcom fan

News fan

Most influencedby ads on TV

80 100 120 140

25

TV Viewing (continued)


Drama fan 16% 15%

Reality fan 12% 11%

Travel / home / cooking fan 12% 9%

Documentary fan 9% 8%

Music / entertainment fan 30% 26%

Sitcom fan 11% 12%

News fan 34% 32%

Most influenced by ads on TV 43% 47%

DeepProfile 26

Health & Wellness

Aggregate

The Health & Wellness index aims to identify the extent to which segments monitor and maintain their health and well-being.

DeepProfile



US Adult Gen Pop

105

100

Doesn't smoke

Regularly exercises

Reads nutritional infoof food they buy

Takes vitamins,nutritional supplements

Good overallhealth

Values healthand fitness

Follows healthand fitness trends

90 100 110 120

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Health & Wellness (continued)


Doesn't smoke 83% 83%

Regularly exercises 63% 60%

Reads nutritional info of food they buy 64% 56%

Takes vitamins, nutritional supplements 70% 65%

Good overall health 80% 84%

Values health and fitness 40% 40%

Follows health and fitness trends 54% 48%

DeepProfile 28

Food & Cooking

Aggregate

The Food & Cooking index aims to identify how passionate segments are about food and how often they cook.

DeepProfile



US Adult Gen Pop

112

100

Loves / likesto cook

Follows foodand cooking trends

Cooks dinnermost often

Regularly searchesfor recipes online

Highly valuesfood

Tries new foodsbefore others

90 100 110 120 130

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Food & Cooking (continued)


Loves / likes to cook 68% 65%

Follows food and cooking trends 42% 34%

Cooks dinner most often 65% 64%

Regularly searches for recipes online 52% 43%

Highly values food 58% 51%

Tries new foods before others 45% 39%

DeepProfile 30

Dining Out

Aggregate

The Dining Out index aims to identify how often segments eat meals outside of their home and at what types of restaurants.

DeepProfile



US Adult Gen Pop

109

100

Regularly eatsat QSRs

Regularly eatsat fast casualrestaurants

Regularly eatsat casual

restaurants

Regularly eatsat upscale

restaurants

Regularly eatsout for lunch

Regularly eatsout for dinner,orders take-out

90 100 110 120 130

31

Dining Out (continued)


Regularly eats at QSRs 48% 48%

Regularly eats at fast casual restaurants 26% 24%

Regularly eats at casual restaurants 32% 27%

Regularly eats at upscale restaurants 9% 7%

Regularly eats out for lunch 18% 18%Regularly eats out for dinner, orders take-

out 39% 37%

DeepProfile 32

Money Manager

Aggregate

The Money Manager index aims to identify the extent to which population segment manage their personal finances and keep up with financial news.

DeepProfile



US Adult Gen Pop

111

100

Manages money'very well'

Diligent saverClosely monitorsretirement savings

Follows marketsand economy

Frequentonline banker

Uses mobile devicefor banking

90 100 110 120 130

33

Money Manager (continued)


Manages money 'very well' 23% 23%

Diligent saver 53% 51%

Closely monitors retirement savings 54% 49%

Follows markets and economy 26% 22%

Frequent online banker 65% 57%

Uses mobile device for banking 59% 49%

DeepProfile 34

Sports Fan

Aggregate

The Sports Fan index aims to identify the extent to which segments are interested in different types of sports.

DeepProfile



US Adult Gen Pop

105

100

NFL fan

MLB fan

NHL fan

NBA fan

NCAA football fan

NCAA basketball fan

Regularly attendssporting events

90 100 110 120

35

Sports Fan (continued)


NFL fan 38% 38%

MLB fan 23% 23%

NHL fan 13% 12%

NBA fan 13% 13%

NCAA football fan 28% 28%

NCAA basketball fan 20% 18%

Regularly attends sporting events 11% 9%

DeepProfile 36

Environmental Consciousness

Aggregate

The Environmental Consciousness index aims to identify the extent to which segments alter their lifestyle for the environment, and measures overall concern about environmental issues.

DeepProfile



US Adult Gen Pop

109

100

Recycles

Very concernedabout climate change

Adjusts lifestyle tohelp environment

Buys organic food

Buys locallygrown food

Uses reusableshopping bags

Buys environmentallyfriendly products

95 100 105 110 115 120

37

Environmental Consciousness (continued)


Recycles 75% 74%

Very concerned about climate change 50% 46%

Adjusts lifestyle to help environment 70% 65%

Buys organic food 36% 31%

Buys locally grown food 70% 66%

Uses reusable shopping bags 57% 51%

Buys environmentally friendly products 46% 40%

DeepProfile 38

Charitable Giving

Aggregate

The Charitable Giving index aims to identify how generous segments are with their time and money.

DeepProfile



US Adult Gen Pop

112

100

Religiouscharity donor

Arts/culturecharity donor

Healthcharity donor

Environmentalcharity donor

Educationalcharity donor Does volunteer work

90 100 110 120

39

Charitable Giving (continued)


Religious charity donor 52% 49%

Arts/culture charity donor 60% 54%

Health charity donor 65% 57%

Environmental charity donor 56% 51%

Educational charity donor 58% 51%

Does volunteer work 47% 39%

DeepProfile 40

DeepProfile Indices SummaryIndex Telemedicine Users During COVID-19 US Adult Gen Pop

Market Maven 113 100

Social Media Influence 116 100

Social Media Platforms 116 100

Price Sensitivity 92 100

Informed Consumer 112 100

Tech Savvy 128 100

Entertainment Technology 118 100

TV Viewing 108 100

Health & Wellness 105 100

Food & Cooking 112 100

Dining Out 109 100

Money Manager 111 100

Sports Fan 105 100

Environmental Consciousness 109 100

Charitable Giving 112 100

DeepProfile 41

Questions?

DeepProfile

Do you have questions about this report? Need training on the system or want to dig deeper into some of this data?

[email protected](412) 281-1954

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Documents

CivicScience DeepProfile Report€¦ · uses Facebook Actively uses Twitter Actively uses Instagram Actively uses Pinterest Actively uses Snapchat ... buy VR products Owns / intends