HeraldTribune.com
Sarasota/Bradenton/Venice Market
Sarasota/Bradenton/Venice Market
Sarasota/Bradenton/Venice is the fifth largest market in the state of Florida. Top 10 Florida Markets Miami/Fort Lauderdale Tampa/St Petersburg Orlando Jacksonville Sarasota/Bradenton/Venice Ft Myers Lakeland Melbourne Daytona Beach Pensacola
Population 5,752,396 2,861,598 2,203,701 1,371,778 715,160 642,219 615,947 543,885 495,400 456,723
Source: Alteryx 2012. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
Nearly three quarters of a million people make their homes here year-round.
In Sarasota/Bradenton/Venice
The population grows from 600,000 in the summer to 900,000 in winter. Average Population by Month (000)
859
920
The market offers massive year-long opportunity, with a 50% boost in the winter season.
899 791 664
Jan
Feb
Mar
Apr
May
591
574
575
598
Jun
Jul
Aug
Sep
Source: Nielsen Market Demographics 2012. Herald-Tribune Circulation Department.
739
721
Nov
Dec
661
Oct
Among Florida’s 10 largest markets, Sarasota/Bradenton/Venice is richest. Top 10 Florida Markets Sarasota/Bradenton/Venice Ft Myers Jacksonville Melbourne Miami/Fort Lauderdale Tampa/St Petersburg Orlando Daytona Beach Pensacola Lakeland
$/Capita $31,466 $29,379 $28,196 $27,633 $27,430 $27,295 $25,769 $25,702 $24,729 $22,114
USA
$28,888
Source: Alteryx 2012. Aggregate Income is $22,354,286,000. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
Income per capita is nearly $3,000 higher than the national average.
In Sarasota/Bradenton/Venice
Consumers are better educated than in any other major Florida market. Education Sarasota/Bradenton/Venice Miami/Fort Lauderdale Orlando Melbourne Pensacola Ft Myers Jacksonville Tampa/St Petersburg Daytona Beach Lakeland
Graduate Degree 11% 11% 9% 9% 9% 9% 8% 8% 8% 5%
US Source: Alteryx 2012. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
11%
Local people are more likely to hold graduate degrees than in any major Florida metro.
In Sarasota/Bradenton/Venice
Local consumers spend more than $15 billion a year on goods and services. Total Spending
$15,204,546,000
Source: Alteryx 2012. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
The typical local consumer spends $2,000 a year more than the national average.
Nationwide
The Internet is used almost as much as newspapers for advertising information. Media Used Most for Checking Ads HeraldTribune.com puts your message in front of a large and receptive audience. 35%
28%
Newspapers
Internet
Source: How America Shops & Spends, Frank N. Magid Associates 2011
Direct Mail
In Sarasota/Bradenton/Venice
Almost 500,000 adults go online; almost 400,000 spend money there. Economics of the Internet Online Past Month Total Hours/Week Average Hours/Week Bought Online Past Year Total Spent Average Spent
472,000 3.8 Million 8.0 366,000 $298 Million $820
Source: Scarborough Research, 2013. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
Local Internet commerce is a $300 million market you can’t afford to miss.
In Sarasota/Bradenton/Venice
Consumers who buy on the Internet are among the most coveted in the market.
Total Adults HHI $100,000 or more College graduate or more Professional/Manager Home value $500,000 or more
Online Hours Bought Average Past Month Per Week Past Year Spent 80% 8.0 62% $814 93% 91% 96% 87%
9.6 9.3 10.2 8.2
79% 79% 85% 76%
Source: Scarborough Research, 2013. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
$1,192 $987 $863 $1,529
Upscale consumers spend the most time and the most money online.
In Sarasota/Bradenton/Venice
Smartphones have multiplied more than four times in the last four years. Smartphones 270,000
58,000
2009
2013
Sources: Scarborough Research, 2009-2013. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
Almost half of all adults live in a household with one or more smartphones.
In Sarasota/Bradenton/Venice
More than 70,000 people now read their newspaper on a mobile device. Mobile Newspaper Readers: 75,000 22,000 12,000
41,000
In Print Smartphone
Both
Tablet
Source: Scarborough Research 2013. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
More than one in six newspaper readers read on a mobile device in the past month; most of them used smartphones.
In Sarasota/Bradenton/Venice
HeraldTribune.com is the most influential media Internet site. With its low cost, local content and limitless creative marketing options, HeraldTribune.com is a powerful tool for your business.
In Sarasota/Bradenton/Venice
HeraldTribune.com reaches one of eight consumers and one of six web users. Audience
Market
Internet
77,000 13% 16%
Source: Scarborough Research, 2013. Past month. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
With thousands of sites from which to choose, one in six web users turns to HeraldTribune.com for the latest news, information – and your advertising.
In Sarasota/Bradenton/Venice
HeraldTribune.com now accounts for one fourth of Herald-Tribune readers. HeraldTribune.com Share of Herald-Tribune Audience 27%
9% 17%
4% 18%
13%
2007
2013 Duplicate
Source: Scarborough Research 2007, 2013
Exclusive
Online readers are more and more important to your Herald-Tribune media buy. Today 26,000 adults read the Herald-Tribune only online.
In Sarasota/Bradenton/Venice
HeraldTribune.com reaches some of the market’s most voracious Internet users. Key Economics Online Audience
HT.com
SBV
Total Users 77,000 472,000 Spent 10+ Hours/Week 48% 40% Average Hours Spent/Week 11.1 8.0 Bought Online Past Year % of Total Users
64,000 366,000 83% 78%
Spent $1,000 or More Average Amount Spent
31% $1,016
21% $814
Source: Scarborough Research, 2013. Sarasota/Bradenton/Venice is Sarasota & Manatee counties.
Local people spend 3.7 million hours a week and $300 million a year online. Heraldtribune.com users, who account for 16% of all local web traffic, spend 23% of the time and 22% of the money.
In Sarasota/Bradenton/Venice
HeraldTribune.com reaches some of the most coveted consumers in the market. Key Demographics Profile
HT.com
SBV
18-44 41% 32% 45-64 41% 33% Median Age 49.7 56.5 HH Income $100,000+ 23% 18% HHIncome $50,000+ 54% 46% Avg HH Income $74,000 $66,000 College graduate or more 36% 26% White collar 60% 31% Professional/Manager 37% 19% Own 74% 72% Home value $250,000+ 31% 22% Avg Home Value $251,000 $225,000 Resident