1. Understanding the
Digital Savvy Consumer
An analysis of the country’s most high-tech
consumers: where they live, who they are, what
they buy and what they watch/listen to/read
May, 2008
www.scarborough.com
info@scarborough.com
1
Copyright 2008 Scarborough Research 11

2. Table of Contents
Honing in on the Digital Savvy Consumer 3
Where they Live 9
Who they Are (Demographics) 12
Lifestyles & Shopping Patterns 24
Internet Behaviors 33
What they Watch/Listen To/Read/How they Commute 44
Conclusions/Implications 59
More About the Digital Savvy Segmentation 64
About Scarborough Research 67
Source & Contacts 70
2
Copyright 2008 Scarborough Research 21

3. Honing in on the Digital Savvy
Consumer
Creating the Digital Savvy Analysis
3
Copyright 2008 Scarborough Research 31

4. How the Digital Savvy
Segmentation was Created
Scarborough Research (www.scarborough.com), a consumer and media research firm, created
a special segmentation using its syndicated national study (Scarborough USA+) for the
Digital Savvy analysis. Eighteen hi-tech consumer behaviors and purchasing patterns were
identified and isolated within this national study. These behaviors included household
ownership of certain hi-tech items (such as DVRs, satellite radio or VoIP); consumer
likelihood to engage in certain Internet behaviors (including blogging, downloading music and
online gaming); and usage of leading-edge cellular device features (email, text messaging,
etc.). For each Scarborough USA+ respondent, the number of the 18 hi-tech characteristics
they satisfied was tabulated. Those that had eight or more were classified as “Digital Savvy.”
Nationally, six percent of all consumers are classified as “Digital Savvy.” While this is a small
segment of the population, it is an important one, as the first-mover consumer behaviors of the
Digital Savvy today could become “the norm” tomorrow.
This section details how the Digital Savvy segmentation was created. For more
information about Scarborough’s technology measurements, please see the “About
Scarborough Research” section which begins on page 67.
4
Copyright 2008 Scarborough Research 41

5. 18 Tech Behaviors Isolated for the
Digital Savvy Analysis
Items HHLD Owns Ways Used Internet Past 30 Days
•PDA •Online Banking/Bill paying (internet)
•Digital Video Recorder •Read or contributed to Blogs
•Satellite Radio Subscription •Gaming (casino-type, download, games)
•Voice over IP (VoIP) •Download Podcasts
•MP3 Player •Download / Listen to Audio
•High Definition Television (HDTV) •Download / Watch Video
•Instant Messages
Cell Phone Features Used
•Download Ring tones /video games (cell phone)
•Email (via cell phone)
•Messaging (Instant, Picture or Text via cell phone)
•Stream Video (via cell phone)
•Other Internet features (via cell phone)
5
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 51

6. Digital Savvy Characteristic Breakout (%)
100
Wireless/Cell Phone 91 Items in HHLD Ways Online Services
84
Features Currently Use Used Past Month
80 76
69 71
59 58
60 52 52
51
42 41
39 38 37
40 33
29
24 23
19 21 21 21
20 15
12 14
8 8 11 8
6 7 6
2 1 2
0
Stream Email Download VoIP PDA HDTV DVR Satellite MP3 Online Instant Download Online
Video Radio Video* Message Podcasts Banking/
Clips Other Messaging Blogs* Online Online Bill Pay
Internet Audio* Games*
Features Total Pop Digital Savvy
Online Video – Download Watch movies, Download / Watch video, Download Watch other video, or Download watch TV Program; Online Audio – Download music/listen to audio clips, Download
listen to music, Download/listen to other audio clips, listen to Radio ; Blogs – read or contributed to past 30 days online ; Online Games – Casino Type games, download video games, games
6
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 61

7. The Digital Savvy
• We identified a small segment of the
6% population
• These are “leading edge” digital
consumers
– Early adopters
– Diffusion of innovation?
• Scarborough USA+ (national
database) was used
– 6-month sample of 111,051
– 5,672 Digital Savvy
– US projection: 13.8 M adults
– August 2006 – March 2007
measurement period
7
Copyright 2008 Scarborough Research 71

8. Three Key Questions
•Who is the Digital Savvy consumer?
•To what extent are the Digital Savvy different
from the general population?
– E.g., qualitative profile of the early cable TV
audience was distinct from the ultimate profile at
critical mass penetration
– “Early adopter” phenomenon
•To what extent does behavior of the digital
savvy presage the impact of technology on the
general population?
8
Copyright 2008 Scarborough Research 81

9. The Digital Savvy
Where they Live
9
Copyright 2008 Scarborough Research 91

10. The Digital Savvy Skew Locally
Top-10 Digital Savvy Cities (DMAs, Index)
Austin 197
Las Vegas 171
Sacramento 162
San Diego 161
Washington DC 154
6 of the top 10 Digitally
Seattle 146
Savvy cities are in the West
Phoenix 144
Chicago 139
New York 138
San Francisco 137
Digital Savvy Index
10
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 101

11. Digital Savvy Consumers Across Markets
6% of all adults are Digital Savvy (DMAs / %)
16
Austin Las Vegas
14 Green Bay
12% Sacramento
1%
12
San Diego Los Angeles
10% 7%
10
8
6
4
2
0
Colo. Springs
Syra
San Diego
ATL
Memphis
Grand Rapids
Ft.Myrs
Dallas
DesMoines
Richmond
Albuq
Wichita
NY
Wash DC
Phx
Det.
Orlando
Fresno
Nash.
Phila.
Knox
Clev.
GB
Balt
Birm
Tucson
Dayton
W.Palm Bch
Honolulu
Mobile
Charleston
Austin
Roch
Little Rock
Harrisburg
Norfolk
Louisville
Wilkes Barre
Greenville
LA
11
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 111

12. Digital Savvy
Who they Are
(Demographics)
12
Copyright 2008 Scarborough Research 121

13. Digital Savvy are More Likely to
be Male
140
120 116
100
85
80
60
Men Women
Digital Savvy Index
13
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 131

14. The Digital Savvy Consumer is Younger
77% of Digital Savvy are under the age of 44; more than half are under 34
36 77%
32 31%
28
24%
24 22%
18% 19% 19%
20 17%
16%
16 13% 14%
12
7%
8
4 1%
0
18-24 25-34 35-44 45-54 55-64 65 +
Total Population Digital Savvy
14
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 141

15. The Digital Savvy Consumer is Upscale
57% of Digital Savvy consumers live in a household with an income of $75k or more
36
32 81% 57%
28
24 21% 21%
20 18%19% 18% 18%
15% 15%
16
12% 12%
12 10% 9% 8%
8 5%
4
0
Less than $25,000 - $40,000 - $50,000 - $75,000 - $100,000 - $150,000
$25,000 $39,999 $49,999 $74,999 $99,999 $149,999 or more
Total Population Digital Savvy
15
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 151

16. The Digital Savvy are More
Likely to be White Collar
160
148
140
120
100
91
80
White Collar Blue Collar
Digital Savvy Index
16
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 161

17. Digital Savvy are More Likely to be Single or
Married with Children
150 143
138
96
100
76
57
50
Married Divorced Never married Married with Married without
(single) Children Children
Digital Savvy Index
17
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 171

18. The Digital Savvy Consumer is More Educated
36% of Digital Savvy have a college degree or more vs. 24% of total consumers
50
40 36%
32%
28% 29%
30
20%
20
13% 13%
9%
10 7%
4%
2% 3%
0
Some High School Some College College Grad. Some Post Post Graduate
High School graduate (not graduate, (4 Year College) Graduate Degree
(not graduate) AA/ Associates) (no advanced degree)
Total Population Digital Savvy
18
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 181

19. The Digital Savvy Are More
Entrepreneurial (%)
14
12 11%
10 9%
8%
8 7%
6
4% 4%
4
2
0
Self-employed Work at home Small business owner
Total Pop Digital Savvy
19
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 191

20. The Digital Savvy are More Involved in
Corporate Purchasing Decisions (%)
Company purchasing decisions participated in past 12 months
25 23%
20
16%
15 14%
12%
11%
10 9% 9%
7%
5% 5% 5%
5 4% 4% 4%
2% 2%
0
Computer Information technology Telephone/communication Temporary personnel
hardware/software (network/Internet) services services
Office equipment Travel/Convention Telephone/Communication Company Healthcare
(Photocopier / Fax Arrangements Equipment Programs
Machine etc)
Total Pop Digital Savvy
20
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 201

21. Digital Savvy Are More Likely to
be Asian or U.S. Born Hispanic
200 182
150
121
108
95 94
100
67
50
0
White Black/African Asian Total US-Born Foreign-born
American Hispanic Hispanic Hispanic
Digital Savvy Index
21
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 211

22. Digital Savvy Have a Distinct VALS™ Profile (%)
Innovator (Index, 186)
•Sophisticated
•Leaders of Change
•Active Consumers Achiever (Index, 128)
•Tastes for Upscale •Committed to Career & Family Experiencer (Index, 152)
•Niche Products/Services •Image is Important •Young, Enthusiastic, Impulsive
•Products/Services Demonstrate Success •Self-Expression
25% •Efficient / Time Saving •Active / Social
•Active Consumers
22% •Fashion, Entertainment and
Social oriented Spending
18%
17%
15% 15%
13% 13%
12%
11% 11%
10%
9%
7%
3%
*
Innovator Thinker Believer Achiever Striver Experiencer Maker Survivor
Total Pop Digital Savvy Adults 22
Copyright 2008 Scarborough Research 221
”Survivor” Digital Savvy Respondent count too low to report

23. The Digital Savvy Have a Distinct
Demographic Profile
Persons 18+ Digital Savvy
• M (49%) / F (51%) • M (56%) / F (44%)
• Median age: 45 • Median age: 34
• Median Income: $54,000 • Median Income:
$84,000
• Single: 25%
• Single: 36%
• Married with Children: 28%
• Married with Children:
• College Grad +: 24% 38%
• Entrepreneurial*: 11% • College Grad +: 36%
• Entrepreneurial*: 14%
• Greater ethnic diversity
among group
*Entrepreneurial: Defined as Small Business Owner or Self-Employed 23
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 231

24. Digital Savvy
Lifestyles & Shopping Patterns
24
Copyright 2008 Scarborough Research 241

25. Audio / Video Stores Bought Past Year
Wholesalers are popular A/V stores among the Digital Savvy
Costco 255
Circuit City 219
Sam's Club 213
Best Buy 211
Target 203
RadioShack 192
Sears 171
Any 142
Wal-Mart 125
Kmart 115 Digital Savvy
Note: Audio/video stores bought past 12 months (HHLD) 25
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 251

26. Digital Savvy are Luxury Consumers
68%
56%
27%
18%
15%
13% 12% 13% 12%
9% 7%
4% 6%
3%
Any Own/Lease Spent $500+ Spend $20+
Investment Upscale Luxury Vehicle Financial On Men/Women Second On Bottle
(HHLD) Restaurant Planner Business Clothing Home of Wine
(past month) (Used past year)
Total Pop Digital Savvy Adults 26
Copyright 2008 Scarborough Research 261

27. Digital Savvy Have Slightly Above Average
Political Participation (%)
83%
80%
80 76%
71%
60
Total Pop Digital Savvy
40
19%
20 16%
10% 8%
0
Yes Always Sometimes Never
Registered to vote How often usually vote in
in district of residence presidential elections
27
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 271

28. Digital Savvy are More Likely to Be
Independent
160 155
140
Digital Savvy Index
120
107 110
98 99
100
80
67
60
Democrat Independent, but Independent Independent, but Republican None of these
feel closer to feel closer to
Democrat Republican
28
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 281

29. The Digital Savvy are Active and Athletic
Basketball 198
Yoga/Pilates 196
Free weights/Circuit Training 195
Jogging/Running 191
Bowling 189
Photography 171
Hiking/Backpacking 160
Golf 155
Swimming 152
Bicycling 149
Digital Savvy Index
Foreign trip (Past 3 years) 143
Adult continuing ed 142
Camping 132
Volunteer work 130
Fishing 100
Sewing/Crafts 96
Gardening 91
Hunting 64
Note: Activities engaged in during the past 12 months 29
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 291

30. Digital Savvy are More Likely to be Fans
Across Sports Leagues (%)
80
72%
61% 63% Nearly one-quarter of
60 the Digital Savvy are fans
51% 51% of the MLS
39%
40 34%
25% 24%
20 14%
0
NFL Fan MLB Fan NBA Fan NHL Fan MLS Fan
Total Pop Digital Savvy
Note: A “fan” is defined as someone who is “Very,” “Somewhat,” or “A Little Bit interested” in the sports league 30
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 301

31. Digital Savvy are More Likely to
be Travelers…
(%)
100
82%
80 70%
60 54%
38%
40
20 16%
12%
0
1+ domestic personal/vacation trip 1+ trips outside of Continental US Any cruise line used within the past 3
past year past 3 years (personal reasons) years
Total Pop Digital Savvy
31
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 311

32. …And to a Variety of Interesting
Destinations!
300
Places visited outside the continental U.S. past 3 years
280
258
250
204
200 193 192
185
175
165
157
150
96
100
69
50
Japan/China Middle East Hawaii Central/South Bahamas UK Any Canada Any Europe Any Mexico Alaska None
Far East America
Digital Savvy Index
32
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 321

33. Digital Savvy Internet Behaviors
Internet Connections
Sites Visited
Online Shopping/Buying Patterns
33
Copyright 2008 Scarborough Research 331

34. Type of Internet Connection in HHLD
(%)
Broadband (Cable or DSL) 84%
47%
DSL 44%
25%
Cable modem 41%
22%
Dial-up 9%
17%
Other connection 6%
5%
None 3%
32%
Total Pop Digital Savvy
34
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 341

35. Ways Online Services Used:
Household/Personal Tasks & Consumer Shopping
120
100 96%
80
67%
60%
60
39% 37%
40 29%
26%
19%
20 12% 14% 16%
9%
0
E-mail Pay bills Job/Employment Auction Site Travel Real Estate
Search Reservations Listings
Digital Savvy Total Pop
35
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 351

36. Ways Online Services Used: News & Information
From weather & news to the Yellow Pages and sports scores, the Digital Savvy go online for
a wide variety of info (%, Past 30 Days)
80
68%
65%
60
49%
40% 39% 38% 38%
40
33%
30% 29% 28%
28%
22%
20 18% 18%
15% 16% 16% 15% 13%
13%
11% 12%
8%
6% 5% 4% 4%
0
Weather News Movie Internet Financial Blogs Sports Local Auto Medical Radio Broadcast Cable Traffic
Listings Yellow Info Scores Events Info Info Station TV Site TV Site
Pages Site
•Digital Savvy •Total Pop
36
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 361

37. Ways Online Services Used: Entertainment
The Digital Savvy are heavy downloaders of music and video – they also watch
80 TV online (%, Past 30 Days)
69%
58%
60
52%
41%
40
33% 31%
19%
20 17%
15% 13% 13% 12% 12%
11% 14%
9% 10% 6%
4% 3% 4% 2% 3% 2%
0
DL IM DL Games Listen to Other DL /Watch DL Video Casino DL Fantasy Personal
Music/A Watch/Video Radio Games TV Programs Games Games Podcasts Sports Ads / Dating
udio
Digital Savvy Total Pop
37
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 371

38. Digital Savvy are Heavy Online
Spenders…
Amount spent online, past year(%)
25 54%
35%
20 19%
18%
17%
15%
15
12%
10%
10 9% 9% 9%
6% 6%
5
0
Less than $100 $100 - $249 $250 - $499 $500 - $999 $1,000 - $2,500 or more
$2,499
Total Pop Digital Savvy
38
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 381

39. …Across Many Categories
Retail Items Bought Online, Past 12 Months (%)
44%
42%
40
Total Pop Digital Savvy
30%
19% 20%
20 18% 18%
15% 15% 15%
10% 9%
7% 7% 8%
6% 5% 4% 3% 3% 4%
1%
0
Books Clothing Music Toys Office Health Flowers Sports Pet Groceries Wine
/Games Supplies /Beauty Apparel Supplies
Items
39
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 391

40. Entertainment/Travel Bought Online,
Past 12 Months
(%)
40%
40
33%
19%
20 17%
14% 14% 14%
5% 5% 4%
0
Airline tickets Other travel Movie tickets Cultural event tickets Sporting event
tickets
Total Pop Digital Savvy
40
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 401

41. Household Items Bought Online,
Past 12 Months
(%)
30%
30
24% 23%
20
11% 10%
9%
10
6% 5% 6%
4%
2% 2%
0
Computer Consumer Other Prescriptions Insurance Vehicle
hardware/software electronics products/services
Total Pop Digital Savvy
41
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 411

42. Sites Visited Past 30 Days
ESPN.com 300
NFL.com 293
CNN.com 291
Ask.com 272
Amazon 268
MSNBC.com 253
eBay 249
Hotmail 238
FOXNews.com 226 Digital Savvy Index
Weather.com 220
MSN 219 The Digital Savvy are three times more likely than the national
ABCNews.com 213 average to have visited ESPN.com in the past month, but
only 38% more likely than total adults to have watched
MapQuest 199
ESPN on cable within the past week
AOL 195
Yahoo! 190
Google 181
Note: Subsection of the ‘Sites Visited Past 30 Days’ category in Scarborough’s database
42
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 421

43. The Digital Savvy Use their Cell Phones
Extensively for Communication and Information
Wireless/Cell Phone features currently use
88%
80
72%
66%
59%
60
51%
46%
42%
38%
40
31%
27%
20% 19%
20 15%
11% 10%
8% 6% 8% 7%
2%
0
Text Camera/ Download E-mail Picture Instant Other Download Stream Push To
messaging picture ring tones messaging messaging Internet video video clips Talk - 2
taking features games way
Total Pop Digital Savvy
Note: Wireless features were incorporated into the Digital Savvy definition, and this will impact the percentages 43
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 431

44. Digital Savvy
What they Watch
What they Listen To
What they Read
How they Commute
44
Copyright 2008 Scarborough Research 441

45. Digital Savvy are Slightly Heavier
Radio Listeners
150
117
107 104 101
100
71
50
0
Q1 - Heaviest Q2 Q3 Q4 Q5 - Lightest
Listeners Listeners
Digital Savvy Index for National Radio Quintile
Notes: Base of combined 79 local markets. Media Quintiles distribute the population into 5 equal groups based on levels of media usage. Quintile 1
shows the heaviest users, Quintile 5 shows the lightest users. 45
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 451

46. The Digital Savvy Listen to a
Wide Variety of Radio Formats
Alternative 216
Rhythmic Contemporary Hit 173
Pop Contemporary Hit Radio 170
All Sports 149
Urban Contemporary 144
Talk/Personality 141
Hot AC 141
Urban AC 136
Album Oriented Rock 135
Active Rock 133
Adult Hits 132
All News 120
Classic Rock 118
Adult Contemporary 113
Contemporary Christian 107
News/Talk/Information 105
Classic Hits 98
Country 90
Oldies 79
Digital Savvy Index
Radio Format Profiles (M-Sun 6am – Mid cume). Criteria for inclusion: Formats with 5% minimum penetration of format nationally 46
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 461

47. Digital Savvy are About Average
Newspaper Readers
150
109 108
92 99 92
100
50
0
Q1 - Heaviest Q2 Q3 Q4 Q5 - Lightest
Readers Readers
Digital Savvy Index for Newspaper Quintile
Note: Media Quintiles distribute the population into 5 equal groups based on levels of media usage. Quintile 1 shows the heaviest users, Quintile 5
shows the lightest users. 47
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 471

48. Newspaper Section Readership of
the Digital Savvy
80%
73%
70% Digital Savvy follow a similar pattern to average adult with newspaper
70% 65%
64% section readership, with news and entertainment being their most read
60% sections of the newspaper
49% 47%
50% 47% 46%
45% 44% 44% 43%
41%
41%
41% 41%40% 42% 41% 39%
39% 39% 36% 35%36% 38%
40% 35%35%
32% 32%
30%
20%
10%
0%
e/G l
gs
od
Cl ar s
s
gs
t/L ws
es ews
tio ics
ad hion
i e ds
Lo a ge
n
om tori a
e
le
h
ort
Sc arde
nc
ec
ti n
sty
tin
M ssi fie
e
m
Fo
l
rcu
tP
Sp
n
nm al N
i na
/T
Co
Lis
s
Lis
i
ife
Fa
Ed
Bu nal
ce
Ci
s/F
ron
a
io
c
ien
/F
ov
en
na
si n
ws
/R
H
al/
Ne
TV
tai
on
ter
a ti
ain
Total Adults Digital Savvy
En
ern
M
Int
48
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 481

49. National Newspapers: Daily Readership
Digital Savvy are more likely than all adults nationally to read the top three national
newspapers in an average weekday
250
203
200 186
161
150
100
50
0
USA Today Wall Street Journal The New York Times
Digital Savvy Index
49
Copyright 2008 Scarborough Research 491

50. The Digital Savvy are Much More Likely to
be Exposed to Out-of-Home Advertising
150 143
114
100 95
89
59
50
Q1 - Most Q2 Q3 Q4 Q5 - Least
Exposure Exposure
Digital Savvy Index for Miles Traveled Quintile
Note: Media Quintiles distribute the population into 5 equal groups based on levels of media usage. Quintile 1 shows the heaviest users, Quintile 5
shows the lightest users. 50
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 501

51. Out-of-Home Advertising: Time Spent
Commuting to Work One Way
Digital Savvy adults are more likely to have a longer commute time; based
on employed adults
150
125 118
112
104
100
88
84
75
Less than 10 10 - 19 minutes 20 - 29 minutes 30 - 59 minutes One hour or more
minutes
Digital Savvy Index
51
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 511

52. Digital Savvy are Lighter TV
Viewers…
150
130
117
101
100 86
65
50
0
Q1 - Heaviest Q2 Q3 Q4 Q5 - Lightest
Viewers Viewers
Digital Savvy Index for National TV Quintile
Notes: Media Quintiles distribute the population into 5 equal groups based on levels of media usage. Quintile 1 shows the heaviest users, Quintile 5
shows the lightest users.
52
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 521

53. …But are more likely to subscribe to
premium and higher-end television
services
80
65%
61%
60
43%
40 36%
32% 32%
28% 28%
20% 22%
20
0
Subscribes to Digital PPV Premium Satellite Dish
Cable (HHLD) Cable Usage* Channels (Connected to
HHLD)
Total Pop Digital Savvy
* Pay Per View Usage - Have used PPV 1+ times within the past 12 months 53
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) 531

54. Cable TV: News Networks
The Digital Savvy are More Likely to Tune into MSNBC, CNN and
CNBC; less likely to watch the FOX News Channel
180
157
160
140
130
125
117
120
96 94
100
80
MSNBC CNN CNBC CNN Headline The Weather FOX News Channel
News Channel
Digital Savvy Index
54
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) Cable networks/stations (non-premium) watched past 7 days 541

55. Cable TV: Sports Networks
200
188
180
162 161
160
147
143 141 138
140
125 123
120
103
100
80
ESPNews NFL ESPN CSTV ESPN2 FSN (FOX ESPN FOX Speed The Golf
Network Classic (College Sports Net) Soccer Channel Channel
Sports TV) Channel
Digital Savvy Index
55
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) Cable networks/stations (non-premium) watched past 7 days 551

56. Cable TV: Educational/Informational
Networks
180
166
160
148
140
130 129 127
123
118 115
120 113
100
80
DIY (Do It Discovery The Discovery Food Network HGTV The Travel The History National Court TV
Yourself) Health Channel (Home & Channel Channel Geographic
Garden) Channel
Digital Savvy Index
56
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) Cable networks/stations (non-premium) watched past 7 days 561

57. Cable TV: Family/Teen/Ethnic Networks
400 380
350
300 274
250 243
250 237 237
233 222
200
200 189 187
178 178 169
161
150 142 142 142
129
109 108 107
100 74
57
50
e 2 1 4 in V le T k al e n y te ly y n E e es rk n
e N Fus TV VH G ogg MT Sty BE twor entr hoic deo isne t Ni ami isne xyge GSN W fetim ovi llma visio
Th o F D O Li e M Ha ala
M N Ne dy C sic C ckel on D ick a BC
n e u i o G
im
rtoo om M N T N A fet
Ca C Li
Digital Savvy Index
57
Copyright 2008 Scarborough Research Source: Scarborough USA+ Release 1, 2007 (August 2006 – March 2007) Cable networks/stations (non-premium) watched past 7 days 571