What's in Guide 2016
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WHAT’S IN THE NIELSEN SCARBOROUGH SURVEY? CONSUMER INSIGHTS AVAILABLE ACROSS THE U.S. Auto Internet Sites or Apps Used When Shopping for New/Used Vehicle* Auto Dealerships or Internet Sites Might Shop if Planning to Buy/ Institution Used/Primary Bank* Vehicle* Lease a New/Used Vehicle* • Auto Insurance Providers Services Have or Used at Primary • Bought New/Used/Leased Stores Where Household Usually Bank* • Distance Traveled One Way to Purchased Tires* Buy/Lease Last New/Used Vehicle • Auto Loan • Certificate of Deposit (CD) • Reason Used Dealer to Buy/Lease Auto Repair/Service Paid/Unpaid Last New/Used Vehicle Labor* • Checking Account • Make • Anti-Freeze/Coolant • Credit Card • Model • Auto Glass Replacement/Repair • Debit/ATM Card • Model Year • Brake Repair • Home Improvement Loan/Home Equity Loan • Number Leased • Car Battery • Home Mortgage • Number Owned • Car Radio/Stereo Equipment • Mobile Banking • Plan to Buy/Lease Hybrid or • Muffler Electric Vehicle • Money Market Account • New Tires • Plan to Buy/Lease Vehicle Next 12 • Online Banking • Oil Filter/Oil Change Months • Online Bill Pay • Paint/Body Work – Amount Plan to Pay • Personal Loan • Shocks/Struts – Type of Vehicle • Refinanced Home Mortgage • Transmission Repair • Savings Account • Tune-Up/Spark Plugs Stores Shopped for Auto • Student Loan Products/Services Past 12 • Other Car Repair Months* Credit Card Brand Used Past 3 Months Technology Features Included In Any Household Vehicle* *Household Measurement 1 Types of Organizations Insurance Alcoholic Beverages Drink, Drank Contributed to in Past 12 • Auto* Past 7 Days & Drink Most Often Months* – Provider • Beer • Arts/Cultural – Length of Time With Current • Hard Cider • Educational/Academic Provider • Liquor (Spirits) • Healthcare/Medical – Plan to Switch Provider • Wine • Military/Veterans • Homeowners/Renters* • Wine Coolers • Political – Provider • Religious – Length of Time With Current Usual Price Range for Wine • Social Care/Welfare Provider Purchased at a Store • Other Organization – Plan to Switch Provider • Life Wine Purchased Past 3 Months Investments* • Health • Brand • 401K Plan – Type • Type • 529 Plan/College Savings Plan – Provider – Drink Most Often • Bonds • Group • IRA • Individual Frequency of Wine Consumption • Money Market Fund • Mutual Funds Participated in Company Beer Consumption Past 30 Days • Second Home/Real Estate Purchasing Decision & Brand Drank Most Often Property • Office Equipment/Office Supplies • Brands • Stocks/Stock Options • Overnight Delivery Services • Type • Other Securities & Investments – Domestic Light – Domestic Regular Services Used Past 12 Months* – Hard Cider • Accountant – Imported • Attorney – Malt Beverages – Bankruptcy – Microbrew/Craft Beer – Personal Injury Brands of Non-Alcoholic – Non-Alcoholic – Other Beverages Drank Past 7 Days & • Cash Advance or Title Loan Shop Most Often Types of Liquor Drank Past 30 • Check Cashing • Bottled/Canned Tea Days • Coin Cashing Service (Coinstar, • Bottled Water etc.) – Enhanced Water Places Purchased Beer, Wine or • Financial Planner – Any Flavored Water Liquor Past 30 Days • Funeral Pre-Planning • Energy Drink • Club Store • Insurance Agent at a Local Office • Juice • Convenience Store (Not Online) – Orange Juice • Drug Store • Online Investing/Stock Trading – Other Juice/Juice Drinks • Grocery Store • Real Estate Agent • Soft Drink • Liquor Store • Stockbroker – Regular • Nightclub/Bar • Tax Preparation Services – Diet • Sit-Down Restaurant • Travel Agent • Specialty Coffee • Stadium/Arena • Tutoring Service – Iced • Other Place • Wire Transfer – Hot • Sports Drink *Household Measurement 2 • Number of Adults in Household by Time Spent on Internet Average Gender Week (on Computers, Tablets, • Number Employed in Household Smartphones & Other Mobile • Presence of Children by Age Devices at Work, Home or Elsewhere) • Presence of Teens • Less Than 1 Hour • Tenure in Current Residence • 1-4 Hours Personal • Type of Dwelling • Age • 5-9 Hours • Born in U.S. & Length of ‡Among Hispanic Respondents Only • 10-19 Hours U.S. Residence‡ • 20+ Hours • County of Residence • Education Level Internet Service Provider (ISP) – Currently Enrolled/Attending Used Classes at a College or University Internet Sites Visited or Apps • Employment Status Used Past 30 Days – Full-Time/Part-Time/ Not Home/Personal Computer • Portals, Search and Information Employed • Devices Owned – Angie’s List – Plan to Go Back to School – Desktop Computer – AOL – Plan to Seek a New Job – Laptop or Notebook Computer – Ask – Self-Employed – Smartphone (iPhone, Galaxy, – Bing – Small Business Owner etc.) – Craigslist – Student – Tablet (iPad, Galaxy Tab, – Google – Work at Home (Most of the Kindle Fire, etc.) – MSN Time/Always) • Stores Shopped/Bought Consumer – Wikipedia • Gender Electronics Past 12 Months* – Yahoo! • Grandparent of Child Under 18 – Yelp • Hispanic Ethnic Descent‡ Own/Plan to Buy* • Sports • Hispanic Origin‡ • Computer – ESPN • Language Preferred/Spoken‡ • eReader – FOX Sports • Marital Status • Internet Phone Service (VoIP) – Local Team Sites • Occupation • Tablet (iPad, Xoom, Galaxy, etc.) (MLB, NBA, NFL, NHL) • Parent of a Child in College • Smartphone (iPhone, Galaxy, etc.) – MLB • Parent of a Child Under 18 – MLS • Race Access Internet (on Computers, – NASCAR • Zip Code of Employment Tablets, Smartphones, & Other – NBA Mobile Devices at Work, Home or • Zip Code of Residence – NFL Elsewhere) – NHL Household* – PGA Tour Type Of Internet Connection* • Home Ownership – UFC • Cable • Household Income – WWE • DSL • Household Size • Fiber Optics (FiOs etc.) • Market Value of Home • Other Connection (Including • Number of Adults in Household Dial-Up) • Satellite *Household Measurement 3 • National Media Media Websites Visited • Listen to Online Music Service – ABC News • Newspaper Websites (Last.fm, Pandora, Spotify, etc.) – CBS News – Yesterday • Local/Community Events – CNN – Past 7 Days • Local News – FOX News – Past 30 Days • Maps/GPS (Google Maps, MapQuest, etc.) – Huffington Post • Radio Websites • Medical Services/Information – NBC News – Past 7 days • Movies (Watch or Download) – The Weather Channel – Past 30 Days • Movie Listings • Radio and Music • Television Websites • Music (Download or Purchase- – iHeartRadio – Yesterday iTunes, Google Play, etc..) – Last.fm – Past 7 Days • National News – Pandora – Past 30 Days • Photo Processing/Sharing – Radio.com (Snapfish, Shutterfly, etc.) – Spotify Participated in Company • Podcasts (Watch, Listen, or • Social Networking Purchase Decision Download) – Facebook • Computer Hardware/Software • Real Estate Listings – Foursquare • Information Technology • Restaurant Information – Google+ (Network/Internet) (Reviews, Reservations, etc.) – Instagram • Search (Google, Yahoo!, etc.) – LinkedIn Ways Used Internet or Apps Past • Scan QR code 30 Days (By Device: Computer, • Shopping – Pinterest Tablet, Smartphone, Other) • Social Networking (Facebook, – Twitter • Automobile Information Twitter, LinkedIn etc.) • TV, Videos and Movies • Banking • Sports Scores/Updates – Hulu • Blogs (Read or Contributed) • Take College Courses – MTV • Cable TV Network Site • Traffic – Netflix • Consumer Reviews • Travel Reservations – TVGuide • Daily Deals (Groupon, • Video Clips (YouTube, etc.) – YouTube LivingSocial, etc.) • Watch Free TV Programs • Job Search • Dating/Personal Ads • Watch Live Sports – CareerBuilder • Download Newspaper, Radio, or – Monster TV Apps • Watch TV Programs Using Online Subscription Service (Hulu Plus, • Daily Deals • Fantasy Football or Other Netflix, etc.) – Google Offers Fantasy Sports • Weather – Groupon • Financial Information/Services • Other Coupons – LivingSocial • Find a Business Address or Phone • Other Use • Other Number – AARP • Games (Play or Download) • Instant Messaging Items Shopped for/Purchased on – Amazon Internet Past 12 Months • Job/Employment Search – eBay • Airline Tickets • Listen to Internet Radio (iHeartRadio, Radio.com, etc.) – Other Travel Reservations Time Spent on Social Networking (Hotels, Auto Rentals, etc.) Sites in an Average Day • Listen to a Local Radio Station Online *Household Measurement 4 • Books • Any Online Grocery Store Drug Stores • CDs • Amount Spent on Groceries • Stores Bought Past 30 Days • Clothing/Accessories Past 7 Days – Prescription Purchases • Computer Hardware/Software – Other Drugs/Health or Beauty • Consumer Electronics Coupon Usage* Items • Cultural Event Tickets • Frequency of Use for • Flowers Groceries/Other Products/Services Convenience Stores • Furniture/Home Furnishings • How Obtained • Stores Bought Past 7 Days* • Groceries/Candy/Other Food – Email – Gas • Health and Beauty Items – In-Store Circulars – Alcoholic Beverage • Home Accessories – In-Store Coupons – Other Beverage • Insurance – Internet Sites/Apps – Snack/Candy • Medicine/Prescriptions – Magazines – Other Food • Mobile Device Apps – Mail – Cigarette/Tobacco • Movie Tickets – Preferred Customer/Loyalty – Lottery Ticket Card • Music Downloads (iTunes, etc.) – Other Item – Product Packages • Office Supplies – QR Code • Pet Supplies – Sunday Newspaper • Sporting Event Tickets – Text Messages • Sports Logo Apparel – Weekday Newspaper • Toys/Games – Other Source • Vehicle • Wine Medical Services Used at Food Products Used Hospital or Other Medical Facility • Other Products/Services In Past 7 Days* Past 3 Years* • Any Store Brand Food • Any Overnight Stay Procedure Amount Spent on Internet • Baby Food • Cancer/Oncology Purchases Past 12 Months • Candy • Cardiac Care •