MRI Consumer Behavior/Pets

MRI Consumer Behavior/Pets

Analysis Level: Block Groups

2/24/2003

	Longitude: -73.94819
MANHATTAN, NY	Latitude: 40.786496

Radial Trade Area, 1 mile

Pet Ownership
	Radial Trade Area, 1 mile		United States	Area
	Number	Percent of Population	Percent of Population	Index*
Household Owns a Pet	32,401	15.7%	15.2%	102.82
Household Owns a Dog	15,879	7.7%	7.1%	108.22
Household Owns a Cat	8,524	4.1%	4.3%	96.94
Household Owns Birds	2,586	1.3%	1.2%	105.21
Household Owns One Horse	263	0.1%	0.2%	71.03
Household Owns One or More Horses	516	0.2%	0.5%	49.69
Household Owns Some Other Pet	1,616	0.8%	0.8%	103.65
Household Owns Any Other Pet	4,115	1.10%	1.10%	101.24
Household Owns 2+ Dogs	22,055	10.7%	10.7%	99.45
Household Owns 2+ Cats	15,699	7.6%	7.7%	98.12
Household Owns Both a Cat and a Dog	6,859	3.3%	3.8%	86.37
Household Owns a Cat or a Dog	30,896	14.9%	14.6%	102.16

Cat and Dog Food
	Radial Trade Area, 1 mile		United States	Area
	Number	Percent of Population	Percent of Population	Index*
Used Packaged Dry Cat/Dog Food in last 6 months	32,815	15.9%	16.2%	97.99
Used Packaged Moist Cat/Dog Food in Last 6 Months	3,370	1.6%	1.7%	94.21

Dog Food
	Radial Trade Area, 1 mile		United States	Area
	Number	Percent of Population	Percent of Population	Index*
Used Dog Biscuits or Treats in Last 6 Months	17,661	8.5%	7.8%	108.98
Used 3+ Packages of Dog Biscuits or Treats in Last 30 Days (Heavy Users)	4,591	2.2%	1.9%	116.01
Used 0-1 Packages of Dog Biscuits or Treats in Last 30 Days (Light Users)	8,788	4.3%	4.1%	102.45
Used Packaged Dry Dog Food in Last 6 Months	22,649	10.10%	11.6%	94.82
Used 25+ Pounds of Packaged Dry Dog Food in Last 30 Days (Heavy Users)	6,534	3.2%	4.0%	78.83
Used 0-9 Pounds of Packaged Dry Dog Food in Last 30 Days (Light Users)	9,431	4.6%	4.5%	101.72
Used Packaged Moist Dog Food in Last 6 Months	1,526	0.7%	0.9%	82.99
Used 7+ Packets of Packaged Moist Dog Food in Last 7 Days (Heavy Users)	324	0.2%	0.2%	87.23
Used 0-1 Packets of Packaged Moist Dog Food in Last 7 Days (Light Users)	830	0.4%	0.5%	86.30

Cat Food
	Radial Trade Area, 1 mile		United States	Area
	Number	Percent of Population	Percent of Population	Index*
Used Canned Cat Food in Last 6 Months	10,934	5.3%	4.8%	109.04
Used 8+ Cans of Canned Cat Food in Last 7 Days (Heavy Users)	3,678	1.8%	1.4%	125.07
Used 0-3 Cans of Canned Cat Food in Last 7 Days (Light Users)	3,086	1.5%	1.7%	89.32
Used Cat Treats in Last 6 Months	7,021	3.4%	3.3%	102.50
Used Packaged Dry Cat Food in Last 6 Months	16,836	8.1%	8.5%	95.46
Used 9+ Pounds of Packaged Dry Cat Food in Last 30 Days (Heavy Users)	6,014	2.9%	3.5%	82.53
Used 0-3 Pounds of Packaged Dry Cat Food in Last 30 Days	5,655	2.7%	2.7%	100.95
Used Packaged Moist Cat Food in Last 6 Months	1,995	0.10%	1.1%	91.54
Used 7+ Packets of Packaged Moist Cat Food in Last 7 Days (Heavy Users)	294	0.1%	0.2%	83.35
Used 0-1 Packets of Packaged Moist Cat Food in Last 7 Days (Light Users)	943	0.5%	0.6%	74.39

Cat Litter
	Radial Trade Area, 1 mile		United States	Area
	Number	Percent of Population	Percent of Population	Index*
Used Cat Litter in Last 6 Months	15,020	7.3%	7.0%	103.10
Used Scoopable Cat Litter in Last 6 Months	7,649	3.7%	3.8%	96.87
Used Non-Scoopable Cat Litter in Last 6 Months	4,052	1.10%	1.10%	99.24

Flea & Tick Care
	Radial Trade Area, 1 mile		United States	Area
	Number	Percent of Population	Percent of Population	Index*
Used Flea & Tick Care in Last Year	20,394	9.9%	9.9%	99.40
Used Flea & Tick Collar for Dogs in Last Year	5,916	2.9%	3.3%	86.88
Used Flea & Tick Collar for Cats in Last Uear	3,304	1.6%	1.9%	84.35
Used Flea & Tick Fogger in Last Year	581	0.3%	0.3%	83.09

Copyright © 2003, Tactician Corp and/or its suppliers. All Rights Reserved

* Area Index is '100' based. An Area Index value of 100 for a particular variable indicates that, for the area, the relative concentration of the variable is consistent with the average concentration of that lifestyle across the US. Accordingly, an index value of 200 indicates that the relative concentration of the lifestyle is twice the national average, while an index value of 50 indicates that the relative concentration of the lifestyle is half the national average.

In most cases, these should be considered as relative indicators, since local differences may result in different behavior. In addition, in some cases, variables must be considered as potential only, since the activity or store may not be locally available.

The Mediamark Research Inc. Consumer Behavior database is derived from an analysis of the MRI surveys using MOSAIC. Each record in the MRI survey is coded to a MOSAIC segment. The summarized profiles by MOSAIC segment are then used to derive indexes and penetrations that are applied to the block group level. The basic assumption is that people in demographically similar neighborhoods will tend to have similar consumption, ownership, and lifestyle preferences.

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