MRI Consumer Behavior/Home Furnishings

Analysis Level: Block Groups2/24/2003
  Longitude: -84.415981
Cincinnati, OH Latitude: 39.067147
TravelTime of 15 minutes
Home Furnishings
 TravelTime of 15 minutesUnited StatesArea
 NumberPercent of PopulationPercent of PopulationIndex*
Purchased Any Home Furnishings in Last Year 94,414 18.9% 18.9% 100.24
Purchased Area Rug or Wall to Wall Carpet in Last Year 27,708 5.6% 5.4% 103.46
Purchased Living Room Furniture in Last Year 48,299 9.7% 9.6% 100.84
Purchased Bedroom Furniture in Last Year 40,785 8.2% 8.1% 100.57
Purchased Kitchen/Dining Room Furniture in Last Year 18,222 3.7% 3.5% 105.09
Purchased Home Office Furniture in Last Year 9,652 1.9% 1.9% 101.40
Purchased Window Coverings in Last Year 27,523 5.5% 5.3% 105.09
Purchased Horizontal/Vertical Blinds in Last Year 23,428 4.7% 4.5% 104.97
Purchased Kitchen Cooking & Serving Products in Last Year 98,376 19.7% 19.4% 101.81
Purchased Bedding/Bath Goods in Last Year 207,211 41.5% 40.9% 101.57
Purchased Table Settings in Last Year 49,477 9.9% 9.8% 101.33
Spent < $15 on Table Settings in Last Year 2,940 0.6% 0.5% 121.26
Home Improvements
 TravelTime of 15 minutesUnited StatesArea
 NumberPercent of PopulationPercent of PopulationIndex*
Made Any Home Improvements in Last Year 118,470 23.7% 24.3% 97.87
Yourself or Other Household Member Made Home Improvements in Last Year 89,437 17.9% 18.5% 96.78
Used an Outside Contractor for Home Improvements in Last Year 28,367 5.7% 5.7% 100.50
Used a Home Decorating Service in Last Year 3,897 0.8% 0.8% 92.19
New Bathroom/Kitchen Faucets in Last Year 44,282 8.9% 8.9% 100.03
New Wallpaper/Covering in Last Year 19,877 3.10% 4.1% 97.73
Painted Exterior / Interior in Last Year 72,740 14.6% 14.8% 98.21
Home Remodeling
 TravelTime of 15 minutesUnited StatesArea
 NumberPercent of PopulationPercent of PopulationIndex*
Performed Any Home Remodelling in Last Year 92,112 18.5% 18.8% 98.16
Remodeled Bathroom in Last Year 23,697 4.8% 4.7% 100.28
Remodeled Kitchen in Last Year 18,168 3.6% 3.5% 102.61
Remodeled Roof in Last Year 18,850 3.8% 3.7% 100.85
Remodeled Garage Doors in Last Year 6,346 1.3% 1.4% 89.99
Added a Bathroom in Last Year 2,756 0.6% 0.6% 96.61
Added Floors in Last Year 23,510 4.7% 4.9% 95.72
Added Windows in Last Year 12,446 2.5% 2.4% 105.60
Added Skylights Last Year 1,951 0.4% 0.4% 100.68
Yourself or Other Household Member Remodeled Home in Last Year 52,105 10.4% 10.4% 100.69
Outside Contractor Remodeled Home in Last Year 44,743 8.10% 9.2% 97.13
Used A Home Decorating Service in Last Year 3,897 0.8% 0.8% 92.19

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* 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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