Regardless of age, texting is still, technically, the second most common activity that Americans engage in on their cell phone after talking. During a typical week, 95% of mobile adults talk on their mobile phone, while 59% text. Among adults ages 18-to-24, however, 89% talk on their phone and 85% text. Despite the increasing availability of mobile chat or instant message applications, texting remains the dominant means for exchanging short messages. Only 8% of all mobile adults use their phone to IM or chat.

The fastest thumbs

To get a more in-depth understanding of the texting habits of adults today, we leveraged data from the Simmons Connect mobile panel of 1,485 U.S. smartphone owners. Hands down, young adults text more than any age other age group. During a typical month, in fact, smartphone-owners ages 18-to-24 send 2,022 mobile text messages and receive another 1,831 for a combined total of 3,852 texts sent and received. With every age bracket we move up, the number of mobile texts drops by roughly 40%. For instance, smartphone owners ages 25-to-34 send, on average, 1,110 text messages a month and receive another 1,130 for a combined total of 2,240 messages.

We are also able to leverage the Simmons Connect smartphone panel to understand mobile calling behaviors. The data shows that while young adults hold the record for the most text messages sent and received, they actually make and receive few calls, by comparison. During a typical month, smartphone owners ages 18-to-24 make 119 calls on their mobile phone and answer another 64 calls. Adults ages 35-to-44 make and receive the most calls on their mobile phones in a given month. (Call counts do not include inbound and outbound calls that go unanswered.)

Text around the clock

Unlike television and radio, which have peak hours for reaching consumers, mobile text messages reach Americans throughout the day, providing advertisers with a medium to connect with consumers any time they want or need.

No surprise, young adults are the most likely to send and receive mobile text messages throughout the day. The smartphone panel data shows that during every hour between 8:00 A.M. and midnight, more than half of young smartphone owners are both sending and receiving mobile text messages. Even when most of us are asleep, young adults’ smartphones continue buzzing from inbound texts. In fact, 37% of 18-to-24 year-old smartphone owners receive texts at 4:00 in the morning. By comparison, just 20% of smartphone-owners ages 25-to-34 years-old receive texts at this late (or early) hour as do 17% of those 35-to-44, 15% of those 45-to-54 and 10% of those ages 55 and older.

Better to send or to receive?

During overnight hours, the share of young smartphone owners who send texts surpasses the share who receives them. However, by 8:00 A.M., the difference between those two figures narrows to the point that they are nearly equal. In fact, from noon until 11:00 P.M., young adults are more likely to send mobile text messages than they are to receive them.

Call or text?

While texting is still a secondary use of mobile phones after calling, that’s not the case all day, especially among young adults. In fact, while smartphone owners ages 18-to-24 are more likely to make an outbound call than they are to send a text from their phone between 7:00 A.M. and 10:00 P.M., they are more likely to send a text between 11:00 P.M. and 6:00 A.M., during hours when they might understandably wake the recipient. That should help us all sleep a little better.

• Mailers started earlier, with the Monday (11/19) before Thanksgiving having the largest percentage increase (20.6%) in volume.  Black Friday, Sunday 11/25, and Cyber Monday all had double digit increases in volume over last year.
• Forty-five percent (45%) of holiday season emails are being opened on mobile – up slightly from the 44% we saw just before the season began.
• Led by Black Friday offers, campaigns with offers in the subject line made up almost 30% of all campaigns sent this past week.
• Black Friday search terms increased by 107% between the weeks ending 11/17/2012 and 11/24/2012.
• For the week of 11/17/2012, visits to Cyber Monday websites increased by 259% compared to last year. Additionally, visits for the week of 11/24/2012 increased by 190% versus 2011.
• Cyber Monday search terms increased by 606% between the weeks of 11/17/2012 and 11/24/2012.

Email volume

During peak week, mailers started earlier, with the Monday (11/19) before Thanksgiving having the largest percentage increase (20.6%) in volume.  Black Friday, Sunday 11/25, and Cyber Monday all had double digit increases over last year.

Gift guides and gift cards
As the holidays get closer, more and more shopping is focused on gifts. Two popular gift-oriented ideas for email campaigns are gift guides and gift cards. Gift guides are popular and effective ways to present many products to undecided consumers, and they generate higher transaction rates than other promotional mailings.

Describing your brand as ‘Best’ in the subject line leads to the highest open and click rates for gift guides.

Last minute shoppers, and those looking for gifts for ‘hard to please’ folks, are often drawn to gift cards. In 2011, we saw the number of gift card emails double in the two weeks prior to Christmas. Forty-two percent (42%) of US adults have purchased gift cards in the past year.

Teens are notoriously difficult to shop for. No wonder, purchases of music/entertainment gift cards are highest among parents of teens. In fact, parents of kids ages 12 to 17 are 86% more likely than the average adult to have bought these types of gift cards.

Online consumer insights:
With the busiest holiday shopping weekend behind us – let’s recap what happened online. So far this past holiday week of online traffic from Thanksgiving Day through Cyber Monday to retail sites is up 8% compared to last year. Cyber Monday, for the second year in a row, was the busiest of the three milestone days and looks to be tracking as the busiest day of the year in online retail visits.

Thanksgiving Day online traffic increased 6% in 2012 versus 2011 as the top 500 retail sites received more than 192.5 million total US visits.

Black Friday online traffic increased 7% year-over-year as the top 500 retail sites received more than 193.8 million total US visits.

Online traffic on Cyber Monday increased 11% in 2012 compared to last year, as the top 500 retail sites received more than 206.8 million total US visits.

Top product searches by milestone days

To identify current brand loyalty trends, we looked at the latest survey research from Experian Simmons (Spring, 2012 NHCS Adult Survey 12-month) and at loyalty emails sent between January 2011 and March 2012 from 43 brands.

Who are these brand loyalists?

Experian Simmons found that 34% of the adult U.S. population has been a ‘brand loyalist’ as of April of this year. Looking at that 34%, we have identified some key areas in which brand loyalists differ from the overall adult U.S. population.

The response to email campaigns reflects this mindset in a number of ways:

Dollars and sense
Offers are valuable, but purchasing the right product from a preferred brand may be more so. While 80% of brand loyalists said they do not buy unknown brands merely to save money, 69% are always looking out for special offers. Mailings without offers in the subject line had 24% higher transaction rates, but 11% lower revenue per email than loyalty mailings with offers in the subject line.

Consideration: Test whether including an offer will work best for your loyalty program.

The 1:1 – Value your customer

When looking for a ‘favorite store,’ emails with dynamic store locations in the subject line can help ensure that your loyalty members will easily find your brand. Loyalty emails with name, dynamic benefit or status updates, or dynamic store locations enjoyed unique open rates that were 83% higher than loyalty mailings that had no dynamic content in the subject line (loyalty mailings with dynamic content had unique open rates of 43.5% compared to 23.5% for those without dynamic content).

• “Spend $75 and Get a $10 Summer Reward Coupon at %storename%!”
• “Use your $%point_balance% in Instant Rewards on gifts for Dad”
• “Here’s Your Online Reward Dollars %fname%”

Keep it fresh
New ideas, new benefits — equates to more engagement. Campaigns mentioning new, updated benefits had more than double the transaction rates than other loyalty mailings (loyalty mailings with new benefits had transaction rates of 43% compared to 20% for other loyalty mailings).

Mobile Marketing and social media attitudes
Two areas in which brand loyalists expressed opinions that were stronger than the average U.S. adult population in the Experian Simmons survey are mobile marketing and social networks.

Loyalty email campaigns can be effective cross-channel marketing tools that boost your brand’s mobile and social media program engagement

Support mobile programs
Loyalty programs are crucial to the travel industry and travel brands are leading the way with mobile communications and mobile apps. Travel is not alone. Mobile loyalty programs are being started in many different types of brands including supermarkets, pharmacies, consumer electronic stores and office supply companies, just to name a few. Loyalty emails are a great way to increase mobile program enrollment and provide unique benefits to loyalty members.

• “Earn Bonus Points when you enroll in mobile messaging”
• “Introducing Quick Prints – The Fastest Way To Print From Mobile Phone to Store”

Use surveys and ratings and reviews
Sixty-seven percent of brand loyalists said they ask people for advice before buying new things. They are also 23% more likely than the average U.S. adult to say that they trust product information on social networking sites. Email is an effective way to obtain opinions and product reviews that can then be used on your social media site. Survey and review requests to loyalty members had 38% higher open rates and more than double the click rates of other loyalty mailings (surveys/reviews had unique open rates of 28% and click rates of 10.7% compared to non-survey loyalty mailing rates of 20.2% and 3.7% respectively).

• “Earn 1,000 Miles For Your Valued Feedback”
• “Tell us what you think.”

Take full advantage of social media

With 75% of brand loyalists saying they like to share their knowledge with others, it is likely that some of that sharing is happening on social media sites. The keen interest brand loyalists have in social media can be seen in their response to emails asking them to join or follow a site:

• Experian CheetahMail click analyses have shown that emails with invitations to ‘like us’, typically receive 43% of their total clicks on the main link to the social media site
• Social invitation emails sent to loyalty segments, however, received almost 70% of their total clicks on the main link to social media

Above all, the key to building and retaining loyalty is to know your customer, understand their mindset, acknowledge their individuality and tailor your brand’s messaging to meet their needs, wants and interests across channels. The extra efforts will be recognized by your brand’s biggest supporters and you will soon gain new fans along the way.

Brand loyalty was spotlighted in Experian CheetahMail’s Q3 2012 Benchmark Study. View the full Email Marketing Benchmark Study.

The study leverages a custom analysis of data from the Simmons National Hispanic Consumer Study, which measures over 48,000 respondents across 60,000 variables, including language, demographics, brand preferences, attitudes, lifestyles and even political outlook. Not surprisingly, the data showed that non-Hispanics who live in high-density Hispanic neighborhoods behave, buy and believe more similarly to Hispanics than non-Hispanics living in low-density Hispanic neighborhoods, even after controlling variables such as geography, education, income, age and other factors.

Some of our findings reinforced what we expected to see. For example, the data shows that non-Latinos living among Latinos:

• Consume and enjoy more Hispanic products, including food, music and sports. They are 5.5 times more likely to eat jalapeños and are 6 times as likely to listen to and enjoy salsa and merengue.
• Enjoy standing out in the crowd and being fashionable. They are twice as likely to say they like to stand out from the crowd and 70% more likely to experiment with new clothing styles.

However, we were surprised to see that the Latino influence on the mainstream extends far beyond just food, sports and fashion. Non-Latinos living among Latinos also:

• Lead the way in technology. They are twice as likely to use their cell phones and the Internet for information and entertainment.
• Eat less processed food. They are twice as likely to look for organic and natural when shopping for food.
• Are environmentally conscious. They are twice as likely to buy recycled products.

The growing Hispanic population together with the influence they are exerting on non-Hispanics that live around them means that our whole notion of “general market” is changing, and will continue to evolve. We think that’s pretty cool.

To find out more about the Latino Influence Project and learn more about what we found (and what we think it all means), please join the Webinar being hosted by Wing and Experian Marketing Services on Thursday November 29^th, 2012 at 2:00 EST. You can also download the Latino Influence Project report.

Holly McGavock is Wing’s Director of Planning, where she helps brands like Olay, Downy, Red Lobster and Radio Shack, among many others, connect with Latino consumers.

Today we released the newest Experian Marketing Services’ Consumer Expectation Index (CEI) analysis of the first half of 2012. As noted in the release, during the first six months of 2012 we reported that consumer optimism has reached an all-time high over the last four years, beating 2008 by 8 index points.

The CEI provides us with unprecedented insight into our economic outlook by who we are; men versus woman, age, household income and employment status, to name a few of the 60,000 variables that we have access to.

What’s most striking about today’s release is that optimism is up across the board among men and woman and all age groups; even the unemployed increased their economic outlook from an index of 87.6 to 88.0 from the first half of 2011 to the same period this year.

As we approach the holiday season, the latest CEI figures indicate a strong seasonal performance for retailers. The CEI figure for the week of Sept. 3, 2012, (the most recent single week for which data is available) was 7.4 points higher than it was at the same point last year and higher than it has been heading into the holiday season since 2008.

This holiday season also could be very good for brands and retailers with big-ticket items to sell

Further, key consumer groups are even more optimistic. On Sept. 3, the CEI of those adults who made an online purchase in the past year was 2 percent higher than the national average and 8.1 points higher than the CEI recorded for online shoppers at this time during 2011. This holiday season also could be very good for brands and retailers with big-ticket items to sell, since the CEI among adults planning to make a big-ticket purchase hit 117.9 the week of Sept. 3, 2012, compared with 103.5 the same week in 2011 and 100.5 in 2010. In fact, a CEI above 100 indicates that consumers are more confident than they were during the base line period, which was the first half of 2004, years before the recession began.

Perhaps it’s all the talk of the looming fiscal cliff that makes today’s release appear to be counter-intuitive. In fact searches for “fiscal cliff” increased over ten-fold comparing last week to the week ending November 3^rd.

However, if we look for what people were searching for using search term variations, the top searches were “what is the fiscal cliff” and “fiscal cliff definition,” showing that consumers are still learning what the fiscal cliff is and what it means for them.

As the population becomes more educated on the looming crisis, we’ll keep tabs on any resulting changes to consumer optimism, specifically which demographics are most concerned.

Learn more about the CEI here.

Mobile…it’s a game changer

Consumers leverage mobile applications to comparison shop, click-to-call, update their social network, consume various types of content, play games and many other activities. Consumers are also opting-in with a greater degree of comfort than before to receive instantaneous information and compelling offers on their mobile devices. Mobile, as a channel, is now a leading barometer for gauging consumer sentiment, assessing attitudes about products and services and understanding buying behaviors. In a recent Ad Age article, Conde Nast and Gawker Media both reported that visits from mobile have more than doubled in the past year. Similarly, earlier this year eBay/PayPal CEO, John Donahoe, projected that eBay would reach $8 billion in mobile gross merchandise volume (GMV)  in 2012, and PayPal will reach $7 billion in transactions in 2012.

Consider how mobile engagement and the data evolution changed the recent U.S. Presidential election. In 2008, social networking was the ‘flavor du jour’ and Facebook and Twitter usage soared as both the Democrat and Republican parties used these sites effectively to communicate with voters. While parties in that election used consumer data to make messaging more timely and effective, this time both parties developed bespoke mobile applications with interactive features, including social, where consumers could push information back to the senders which was then used to continually fine tune, reinforce and redirect messages. Pew Research recently reported 27% of registered voters who own a cell phone have used their phone in this election campaign to keep up with news related to the election itself or to political issues in general.

Five questions every marketer should consider about mobile data

In this mobile-first world, marketers and brands need simple and seamless ways to measure, understand and analyze consumer activity on mobile. As mobile advertising, both search and display have hit a tipping point. Much like the online world, ad networks, ad exchanges and other ad serving companies have tried to establish a gradient for measuring consumer activity and developing new and innovative ways to reach consumers. However, with the emergence of social on mobile, mobile commerce and m-payments, there is an added level of complexity that gets introduced into the mix. To date, there has not been a way to measure and connect ‘true’ consumer activity across website, mobile browser, mobile messaging (email, SMS, MMS) and application usage. As mobile usage continues to grow at unprecedented rates, so does the divergence in what constitutes the right standard for mobile activity measurement. I believe every marketer should be considering the following questions:

1. What does mobile data means for your business? Outline the right metrics for what constitutes consumer engagement in the context of your business.
2. How will changes in the marketplace change the metrics and associated data that matter to you? Consumer usage on mobile is evolving at an extremely rapid pace and it is imperative to keep up with how consumers are re-aligning their engagement via this medium.
3. Is there a data and analytics lead for the business? Having a dedicated person or team who are contextualizing the data for your business is important to drive the right focus.
4. Do you have the same general data metrics in place as your partners and vendors? This drives a common set of measures for everyone to drive their business.
5. Are you trying to over engineer your mobile data metrics? There is nothing known as perfect data and it is important to focus on the right methods and approach versus perfect data.

With answers to above questions in hand, you’ll be able to identify the relevant sources of mobile data that can make a positive impact on your business. Always practice continual examination of your data and data resources. Don’t be a slave to your data! Make data work for you and help guide you to smarter decision making.

This week’s key findings:

• Free shipping is not mentioned quite as frequently this year in email marketing campaigns – there are 4% fewer mentions of free shipping in subject lines so far this season
• The number of loyalty mailings offering points or rewards benefits has increased by 8% compared to last season
• Black Friday searches continue to be on the rise, increasing 52% in the week ending 10/27 compared to the previous week
• Clicks to paid search terms increased 37% over week ending 10/27

Search and social deals

The study also finds that holiday shoppers are taking advantage of retailers’ deal sites and seeking out deals through search and social. Experian Simmons reports:

• Twenty-nine percent (29%) of online adults have visited a social discount site
• Twenty-seven percent (27%) of online adults have signed up for a daily deal
• Twenty-two percent (22%) of online adults have purchased a discount or coupon from a social site
• Eight percent (8%) of online adults have downloaded a mobile app for a social discount site

Email offers

Twenty-eight percent (28%) of all campaigns are including offers in subject lines so far this season, which is a slight increase from the 27% seen last year.

While dollars off are the most popular, free gifts have the highest transaction rates.

What should the marketer tell Hispanic consumers when selling a new Toyota Camry? Or what should the marketer tell Latinos when selling diapers? Should the communication and positioning approaches used be equally crafted to reach the Hispanic that can afford a new relatively expensive car, or a more common product like diapers?

Using data from the Simmons National Hispanic Consumer Study that was collected between April 25, 2011 and June 1, 2012, I created cross-tabulations of the TGI Socio Economic Levels in the Simmons database by those “agreeing a lot” with cultural attitudes and behaviors that will be specified below. The TGI Socio Economic Levels are a composite of education, ownership of selected household durables, mobile phone ownership, credit card ownership, usage of Internet and air travel. The scale results in four levels of socioeconomic standing: The top 10% of the population, the next 20% of the population, the next 30% of the population and finally the remaining 40%.

The bar charts below report the percentage of Latinos in each of the Socio Economic Levels that stated they “agree a lot” with each of the cultural statements.

^{Source: Simmons National Hispanic Consumer Study}

^{Source: Simmons National Hispanic Consumer Study}

^{Source: Simmons National Hispanic Consumer Study}

The way to read these results is, for example: Of those Latinos that are in the lowest 40% of the TGI Socio Economic Levels, 30% “agree a lot” with the statement “I often encourage Hispanic children to participate in traditional Hispanic games and activities,” and 25% of those in the next higher 30% level state they “agree a lot” with the statement. Twenty percent in the next higher level and only about 16% in the highest Socio Economic Level similarly “agree a lot.”  Meaning that strong agreement with the statement is heavily concentrated in the lower socioeconomic classes. There is a monotonic trend that indicates that as socioeconomic levels rises, attitudes and behaviors endorsing Latino cultural elements decrease. There are other attitudes and behaviors that do not conform with the above trend, for example:

^{Source: Simmons National Hispanic Consumer Study}

The cultural value of being gregarious and enjoying family and extended family appears to be consistent across the Socio Economic Levels, and to an even higher extent at the upper levels of the socioeconomic scale. In general, however, the percentages are very high and they speak more readily about how certain cultural values persist even as people become wealthier and more educated. It appears, then, that some values and behaviors decline as Hispanics climb the social ladder and others persist regardless. This highlights the complexity of the Hispanic market. Further, those higher on the socioeconomic scale are more likely to endorse values of U.S. society as reflected in the chart below regarding the priority of speaking English in the household.

^{Source: Simmons National Hispanic Consumer Study}

The findings are consistent and surprising, in my opinion. Those who are less affluent and less formally educated are the largest share of those indicating they engage in culturally related behaviors as well as holding attitudes and beliefs that are culturally-based. Nevertheless, there appear to be values that survive Latino prosperity, like the value for family get-togethers. It may be that those better-off have more family around to get together with and that those less well-off tend to be more geographically separated because of lack of economic resources.

These findings corroborate what our book “Hispanic Marketing: Connecting with the New Latino Consumer” says about how lower socioeconomic classes are more likely to be attached to their culture to a larger extent. It is also likely that having roots, of any kind, is more important to those who have not fared as well in society. Nevertheless, this data shows that there are exceptions and that more affluent Latinos are likely to endorse U.S. values to a larger extent. That may not be too surprising but certainly the trend points to the importance of socioeconomic considerations in marketing to Hispanics.

Another factor to point out is that recency of immigration to the U.S. should be correlated with socioeconomic level. That may also explain to some extent why lower levels endorse cultural attitudes and behaviors to a larger extent.

The consistencies are important and we will report some more of these in future postings. The trends have powerful implications for those who, for example, plan business-to-business campaigns, or plan approaches geared to the more affluent. In a business-to-business setting, if targeting relatively well-to-do Hispanic business owners, a culturally based approach may not be as relevant as when targeting Latino employees of that business.

Three trends were highlighted here:

• Specific cultural attitudes and behaviors that differentiate Latinos of diverse levels tend to be more strongly endorsed by those in the lower 40%
• Other more general cultural attitudes and behaviors seem to be relevant to all Hispanics
• A tendency for better-off Hispanics to endorse U.S. values to a larger extent

Marketers should, in my opinion, pay close attention to these findings. Marketing in culture may render more robust results when campaigns are directed to the lower socioeconomic strata. It appears that cultural heritage loses some prevalence as Latinos become increasingly affluent. Thus, having a campaign in Spanish with Latino themes for better-off Hispanics may not be as productive as once thought.

The data used here is from the Simmons National Hispanic Consumer Study and was collected between April 25, 2011 and June 1, 2012. The sample contained 8,252 Latinos.

Learn more about the Simmons National Hispanic Consumer Study.

About the author:

Dr. Korzenny is a Professor of Advertising and Integrated Marketing Communication, and Founder and Director of the Center for the Study of Hispanic Marketing Communication at Florida State University. He independently consults with major U.S. corporations on their Hispanic marketing strategies, and speaks to them about approaches to better connect with Hispanic Consumers. For other articles in this series please visit: http://felipekorzenny.blogspot.com/

To illustrate this, we decided to take a peek into the behaviors of viewers to this season’s new broadcast shows that aired on ABC, CBS, NBC and Fox during the month of September. In this example, given the explosion of media multitasking, we thought it was relevant to identify the likelihood of each program’s viewers to use the Internet via their computer while watching TV. A list of the 14 new shows that have premiered so far this season — seven each half-hour sitcoms and hour-long dramas — are listed below. The sitcoms are in blue, the dramas in red.

Using Simmons TV BehaviorGraphics, a proprietary consumer segmentation system based on TV viewing behaviors that links 60,000 consumer elements measured by the trusted Simmons National Consumer Study (NCS) to Nielsen’s National Television Index (NTI), we identified the nine viewing segments that rank highest in the NCS for their propensity to surf the Web while watching TV. The top scoring segment is one called Trendsetters. This segment’s TV viewing behavior is highly focused on entertainment TV, which includes programs on E!, Bravo, MTV and more. In addition to media multitasking, Trendsetters stay on top of the latest celebrity gossip, own the latest electronic gadgets and stay in touch with friends through social media. A brief profile of all of the top-ranking segments is below.

With the top-indexing BehaviorGraphics segments in hand, we can then examine their viewing to each of the 14 new broadcast programs against the latest ratings data from Nielsen. Below, listed in descending order, are the programs where we can find the highest concentrations of these media multitaskers among the viewing audience.

What is interesting about the rankings in this list is that sitcoms are much more likely to have an audience that is multitasking, compared with dramas in general. This is not surprising, given that the audience that is likely to do this is younger, as are sitcom viewers, and that dramas tend to require more involvement in the story to keep up with the plotlines.

The big exception in the list above is Revolution, on NBC, whose viewers are 25% more likely than adults 18+ to be online on their computers while watching TV. This post-apocalyptic drama series follows a young woman and her family as they try to find out why the power suddenly went out all over Earth and use a mysterious device they have to reboot the system. With executive production duties held by JJ Abrams (of Lost fame), it is no wonder that tech-savvy viewers are 25% more likely than the average adult to be media multitaskers.

The new sitcom most likely to attract these online multitaskers is the Mindy Project — starring Mindy Kaling, much known to TV viewers as Kelly from The Office — another show popular with young, tech-savvy viewers, with over 10 million Facebook fans. The Mindy Project, off to a strong start with nearly 75,000 Facebook fans, follows Mindy, an OB/GYN trying to juggle her busy personal and chaotic professional lives.

Advertisers who have committed to these shows should be aware of the higher than average likelihood that viewers are splitting their attention between the TV and the Internet. However, this also presents advertisers with an opportunity to engage viewers even more by driving them to Web properties, including the company or product Website, social media page or a hashtag that can provide targeted consumers with more information about the advertised product or with a way to interact with the brand in a more personal way.

The month of October brings more new programs, including Arrow (CW), Chicago Fire (NBC), Nashville (ABC), Beauty and the Beast (CW), and Emily Owens, MD (CW). Along with these new shows, it will be interesting to see how the audiences for returning shows change with the new TV landscape. Stay tuned for further updates on the attitudes, behaviors and lifestyles of TV viewers this fall.

Learn more about Simmons TV BehaviorGraphics and download a sample profile of BehaviorGraphics segment.

The top 20 cities for sweats consumption:

1. Philadelphia, PA
2. Hartford, CT
3. Pittsburgh, PA
4. Lafayette, LA
5. Laredo, TX
6. Boston, MA
7. New York, NY
8. Los Angeles, CA
9. Victoria, TX
10. Scranton, PA
11. Salt Lake City, UT
12. Marquette, MI
13. Milwaukee, WI
14. Washington, DC
15. Austin, TX
16. Watertown, MA
17. Jacksonville, FL
18. Idaho Falls, ID
19. Providence, RI
20. Chicago, IL

Perhaps these purchases are fueled by the desire to travel in comfort. Spirit Airlines passengers are the biggest buyers of sweats, followed by Jet Blue, Continental and US Air. Foreign airlines have really high sweat purchase numbers too ¾ especially — Asian carriers. On the flipside, Southwest Airlines passengers buy the fewest number of sweat apparel items.