Understanding the 'subway' demographic

Thu, August 03, 2006

Tags: 25 - 35 Demographic, Case Study, Consumers Researching, Local Marketing, Mobile Media, MP3

Here is some very interesting information we came across that looks closer at the demographics of the typical mass transit user. This isn't focused specifically on New York City transit but it points out how the typical mass transit user is a prime propsect for marketers. First, they are highly 'connected' via a mobile device and second they are 'out and about' where they can visit a point-of-purchase.

Consider these statistics:

- Subway riders are 93 percent more likely than the average consumer in subway cities to plan to purchase an MP3 player
- Subway riders are 48 percent more likely than the average consumer in cities with subway systems to own a PDA.
- Subway riders are 27 percent more likely than other consumers in subway markets to have spent $2,500 or more on Internet purchases during the past year.

In addition, subway riders are:
- 39 percent more likely than all consumers in subway markets to be ages 18-34
- 15 percent more likely to have an annual household income of $150k or more
- 75 percent more likely to be African-American
- 58 percent more likely to be Hispanic
- 45 percent more likely than other consumers in subway markets to have taken three or more domestic air trips during the past year
- 32 percent more likely to have eaten in a fast food restaurant six or more times during the past month

Read more here.