Each year, MRI-Simmons conducts their annual “doublebase” survey, which we use as a data source in a variety of databases but most notably in Panorama. This year with the 2024A release, not only is Panorama getting some improvements through this enhanced survey, it is also now fully available at the census block level, meaning there will be improvements to models using Panorama.
For those unfamiliar with the MRI-Simmons survey, they survey nearly 100,000 respondents and create over 12,000 elements, either for an adult population or household base. The survey offers insight into the consumption patterns and preferences of consumers. Some of the variable groups will be changing this year, including the additions of television shows, prescription medication brands, and a look at what retailers sell what products.
Many of the new variables relate to changes in how and where people make purchases, and this year is no exception. New variables include things with a focus on:
- Online vehicle purchases and delivery
- Smartphone applications and capabilities, such as facial recognition and 5G capabilities
- Digital payment systems
- Residential real estate information and purchasing via the internet
- Curbside, home delivery, and in-store pickup/shopping
- COVID and flu vaccines
- Podcasts and social media
In addition, the values and lifestyle sections have been reworked, which provide excellent insights into what drives consumer behavior.
To see how these new variables look inside Panorama, we have a chart below that shows online grocery shopping broken out by segmentation and type of shopping: curbside, delivery or in store pickup. Ordering groceries online is a time saver for many people, as well as a way to ensure that you stay within your budget, although delivery services are often an additional fee. Overall, those with lower income are more likely to go into the store to pick up their online order, as well as those who are younger and living in urban areas, as they often do not have a car but walk to the store.
Another interesting variable is social media usage, which includes the platform any given adult uses most often. Not surprisingly, segment 67 “Starting Out,” a very young segment, are heavy users of most social media platforms. However, they don’t make up the majority of every app’s userbase. Age plays a large role in determining which platform you use. For example, older segments don’t use TikTok, but they are heavy users of Facebook.
Finally, what media do you trust? This is an interesting data point, as it shows media consumption by vertical, and not specific sources, which would be critical in advertising.
The updated Panorama will be available in the 2024A release in May 2024.
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