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Nielsen Scarborough 2016 Edition 2016 Scarborough Nielsen AREA GRANDNielsen Scarborough 2016 Edition JUNC TIONPresented by MARKETPLACEMesa County, Colorado GRAND JUNCTIONWelcome Local businesses face an array of confusing choices when it comes to the most effective medium to reach the right consumers for their offering. & MESA COUNTYHow do you know if your marketing mix is right for the people you want to expose to your products? How do you reach the most local eyeballs for your dollar? The Nielsen Scarborough market study provides real, timely, granular, reliable data about Mesa and Montrose Counties. The Daily Sentinel is pleased to partner with you to MARKETPLACEmake certain you are maximizing your advertising dollars. We want your business, yes, but we want you to have the right information to make the right advertising choices. Warmest regards, Jay Seaton AREA Publisher STUDY GRAND JUNCTION About the 2015 Mesa County Market Study For over 120 years The Daily Sentinel has provided news and advertising to residents and businesses across the Western Slope. As Mesa County’s leading communication medium, we utilize research conducted by nationally & MESA COUNTY recognized groups to gain an accurate overview of the area’s active consumers, their shopping behavior and their media and internet use. We share this information with area businesses so they can more effectively reach consumers. How this study was conducted The 2015 Mesa County Market Study was conducted by Nielsen Scarborough. Scarborough is a Nielsen MARKETPLACE service and is the authority on local marketing research, measuring over 120 local markets across the United States. The Grand Junction/Montrose DMA study consisted of a mailed questionnaire to consumers 18+ in Mesa and Montrose counties. The total number of respondents was 1,035. Based on the number of respondents the Nielsen Scarborough group provides projections about residents in our area. The survey contained 25 pages of multiple-choice questions on demographics, shopping habits, lifestyle and media usage. The information in this edition is specific to Mesa County. If you would like the results for Montrose County, or additional information not included in this overview, please contact your Daily Sentinel advertising AREA representative at 970-256-4289. STUDY Grand Junction Area Marketplace • 3 Much of the Grand Junction Adult Population Characteristics area’s marketplace is driven by our quality of Mesa County % Mesa County life. Tourism and recreation Residents Residents Gender Male 57,811 50.60% — hiking, biking, climbing Female 56,481 49.40% and skiing as well as area golf, hunting, fishing and Age 18-24 14,541 12.70% rafting — are responsible 25-34 20,624 18.0% for a major portion of our 35-44 17,032 14.90% 45-54 17,273 15.10% commerce. 55-64 19,986 17.50% 65+ 24,836 21.70% The area’s attractiveness also has led to a growing Average Household Income for Mesa County Adults Less than $30,000 30,795 26.90% LOCAL number of retirees who bring stability to our $30,000 - $50,000 22,010 19.30% market and support to our $50,000 - $75,000 21,928 19.20% cultural and healthcare $75,000 - $100,000 14,273 12.50% facilities. $100,000 or more 25,286 22.10% Education Ours is, indeed, a robust High school or less 47,357 41.40% and diverse marketplace. Some college, 2 year degree or tech school 41,514 36.30% Graduated 4 year college 13,120 11.50% Post-graduate study or degree 12,301 10.80% Average household income for MARKET $54,949.15 Mesa County residents Marital Status Married 65,603 57.40% Single, never married 20,015 17.50% Widowed, separated or divorced 21,397 18.70% Living in a partnered relationship 7,277 6.40% Employment Status Employed Full-time 50,497 44.20% Employed Part-time 14,990 13.10% Full-time student 5,126 4.50% Homemaker 11,002 9.60% STATS Retired 27,782 24.30% Temporarily not employed 5,636 4.90% Other 7,674 6.70% Race of Mesa White 104,530 91.50% County Black or African-American 350 0.30% residents have Asian 1,301 1.10% 58.6%This includes some college, 2 year Other 8,111 7.10% degree, tech school, 4-year degree attended and post-graduate study or degree. college. Spanish/Hispanic Origin Yes 12,948 11.30% No 101,344 88.70% Presence of School-Age Children Ages 6-17 34,361 30.1% Presence of Children Under School-Age (0- 5) 19,823 17.3% Adult Child in College 8,841 7.7% 4 • Grand Junction Area Marketplace Mesa County Population Mesa County % Mesa County Residents Residents 2010 144,440 Gender Male 57,811 50.60% Female 56,481 49.40% Mesa County % Mesa % That 2017 149,249 County County Also Read The Age 18-24 14,541 12.70% Source: Grand Junction Area Chamber of Adults Adults Daily Sentinel Commerce Community Profile 2010 & 2017 25-34 20,624 18.0% Lifestyle Changes/Events 35-44 17,032 14.90% Personally Plan to Do Next 12 Months 45-54 17,273 15.10% Attend adult continuing education classes 10,413 7.1% 60.5% 55-64 19,986 17.50% Birth of a child 3,719 3.3% 37.5% 65+ 24,836 21.70% Cost of Living Index Birth of a grandchild 3,833 3.4% 67.2% Index Average 102 Buy house, condo or co-op 9,915 8.7% 49.9% Average Household Income for Mesa County Adults Miscellaneous Goods Get married 5,814 5.1% 62.7% Less than $30,000 30,795 26.90% LOCAL & Services 106 Go back to school (for degree/certification) 9,961 8.7% 48.0% $30,000 - $50,000 22,010 19.30% Transportation 103.6 Last child finish college 901 0.8% 71.3% Make last home mortgage payment 1,484 1.3% 100% $50,000 - $75,000 21,928 19.20% Housing 102 Health Care 97 Move/change address 15,266 13.4% 53.0% $75,000 - $100,000 14,273 12.50% Utilities 101 Refinance home mortgage 4,397 3.8% 62.4% $100,000 or more 25,286 22.10% Grocery Items 94 Retire or take early retirement 3,503 3.1% 50.2% Source: Grand Junction Economic Partnership 2016 Shop for Nursing Care, Assisted Living Education or Retirement Facility 894 0.8% 89.1% High school or less 47,357 41.40% Some college, 2 year degree or tech school 41,514 36.30% Vehicle Type Graduated 4 year college 13,120 11.50% Household Plans to Buy Post-graduate study or degree 12,301 10.80% Major Employers New/Lease/Used Next 12 Months Compact car 4,176 3.7% 65.3% Employer Employees Mesa County School District #51 2,502 Full-size car 1,615 1.4% 87.7% MARKET St. Mary's Hospital 1,655 Luxury vehicle (any size) 2,197 1.9% 79.6% State of Colorado 1,004 Midsize car 4,853 4.2% 43.0% Mesa County (All Departments) 998 Pickup truck 10,085 8.8% 62.2% Community Hospital 800 Sport utility vehicle 8,915 7.8% 63.7% Marital Status Van or mini-van 2,156 1.9% 48.0% Married 65,603 57.40% StarTek USA, Inc. 700 Single, never married 20,015 17.50% Hilltop Community Resources, Inc. 680 Items/Services VA Medical Center - Grand Junction 650 Widowed, separated or divorced 21,397 18.70% Household Plans to Buy in Next 12 Months Living in a partnered relationship 7,277 6.40% City Markets, Inc. 648 Blu-ray/DVD player 2,590 2.3% 65.6% Colorado Mesa University 647 Digital camera 5,649 4.9% 78.8% Employment Status City of Grand Junction 640 Energy saving appliance 4,323 3.8% 76.0% Employed Full-time 50,497 44.20% West Star Aviation 425 eReader (Kindle, Nook, etc.) 2,166 1.9% 47.8% Employed Part-time 14,990 13.10% Rocky Mountain Health Plans, Inc. 404 Furniture 11,288 9.9% 64.5% Full-time student 5,126 4.50% STRiVE 377 HD radio 796 0.7% 41.0% Homemaker 11,002 9.60% Family Health West 370 STATS Primary Care Partners 291 High-definition television (HDTV) 5,477 4.8% 73.3% Retired 27,782 24.30% Home security system 1,870 1.6% 58.0% Temporarily not employed 5,636 4.90% Mind Springs Health 272 HopeWest 263 Major appliance 7,299 6.4% 75.5% Other 7,674 6.70% Capco 254 Mattress 9,899 8.7% 67.6% US Energy Department 175 Mobile/manufactured home 1,287 1.1% 51.0% Race United Companies 155 MP3 player (iPod, Sony, etc.) 1,727 1.5% 37.4% White 104,530 91.50% Stoller Newport News Nuclear 153 Primary house or condo: existing construction 5,228 4.6% 46.8% Black or African-American 350 0.30% Coors Tek Inc. 150 Primary house or condo: new construction 1,818 1.6% 66.7% Asian 1,301 1.10% Union Pacific Railroad 136 Satellite radio (Sirius XM) 1,345 1.2% 73.4% Other 8,111 7.10% Reynolds Polymer Technology 130 Satellite TV subscription 3,456 3.0% 70.6% Mantey Heights Rehab & Care 130 Smartphone (Android, BlackBerry, iPhone, etc.) 6,803 6.0% 70.0% Spanish/Hispanic Origin Yes 12,948 11.30% The Daily Sentinel 128 Tablet (iPad, Galaxy Tab, Kindle Fire, etc.) 6,386 5.6% 62.1% No 101,344 88.70% Alsco 112 Video game system 4,112 3.6% 53.8% Presence of School-Age Wireless/cell phone service 1,437 1.3% 38.5% Children Ages 6-17 34,361 30.1% The data provided here is provided voluntarily Presence of Children and may not include ALL leading employers in the area.
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