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Entertainment Seekers
21-34 with no children
There are 89,400 young adults without kids living in the Nashville metropolitan area representing 8% of the population. These young Entertainment Seekers maintain an active life-style. They are educated and employed, and they are 60% more likely to be renters.
Readership of Adults 21-34
with no children
- 42% with The Tennessean and Tennessean.com
- 42% with The Tennessean
- 23% with Tennessean.com
|
Snapshot of Entertainment
Seekers 21-34 yrs with no children
|
| |
Total adults |
% |
Index* |
| Men |
56,000 |
63% |
129 |
| Women |
33,400 |
37% |
73 |
| Age 18 – 24 |
31,400 |
35% |
283 |
| Age 25 – 34 |
57,900 |
65% |
352 |
| HHI less than $50,000 |
40,400 |
45% |
110 |
| HHI $50,000 - $74,999 |
15,000 |
17% |
82 |
| HHI $75,000 - $99,999 |
16,700 |
19% |
105 |
| HHI $100,000 or more |
17,100 |
19% |
94 |
| Married |
22,200 |
25% |
44 |
| High school grad |
20,900 |
23% |
81 |
| Some college |
35,600 |
40% |
147 |
| College grad or higher |
56,500 |
63% |
82 |
| Own home |
26,400 |
30% |
160 |
| Rent |
49,800 |
56% |
90 |
| Home value under $300,000 |
6,700 |
8% |
48 |
| Home value $300,000 or more |
59,100 |
66% |
177 |
| Time present in home less than 5 years |
30,200 |
39% |
54 |
| Time present in home 5 years or more |
61,080 |
60% |
77 |
|
Buying Behavior of Entertainment
Seekers 21-34 yrs with no children |
In the past year… |
Total Adults |
% |
Index* |
| Camped, hiked |
19,600 |
22% |
100 |
| Attended a concert |
39,100 |
44% |
132 |
| Traveled by air for domestic vacation |
26,300 |
29% |
89 |
| Attended comedy club, nightclub |
16,500 |
19% |
112 |
| Made Internet purchase |
55,300 |
62% |
103 |
| Attended ballet, theater, symphony, opera |
19,800 |
22% |
100 |
| Visited a casino |
18,800 |
21% |
118 |
| Attended art museum, arts festival |
24,900 |
28% |
100 |
| Vacationed in Tennessee |
31,400 |
35% |
80 |
| Visited a theme park |
20,900 |
23% |
93 |
| Visited zoo, aquarium |
21,000 |
24% |
71 |
| Attended professional sports event |
44,800 |
50% |
128 |
In the past month… |
|
|
|
| Ate in upscale restaurant |
24,900 |
28% |
177 |
| Ate at any sit-down restaurant |
72,500 |
81% |
96 |
| Attended the movies |
25,800 |
29% |
120 |
In the next year… |
|
|
|
| Buy a home |
4,300 |
5% |
173 |
| Buy/lease a vehicle |
17,500 |
20% |
117 |
| Look for a job |
15,400 |
17% |
178
|
|
 |
Entertainment Seekers
35+ with no Children
There are 555,900 (47%) adults age 35+ who do not have kids in the home living in the Nashville area. These Cosmopolitan Entertainment Seekers like going out and having a good time in an upscale fashion, and they are 14% more likely to eat at an upscale restaurant.
Readership of Adults 35+
with no children
- 67% with The Tennessean and Tennessean.com
- 60% with The Tennessean
- 19% with Tennessean.com
|
Snapshot of Entertainment Seekers
35+ yrs with no children
|
| |
Total adults |
% |
Index* |
| Men |
264,500 |
48% |
98 |
| Women |
291,400 |
52% |
102 |
| Age 35 - 44 years |
86,200 |
16% |
79 |
| Age 45 - 54 years |
142,900 |
26% |
131 |
| Age 55 - 64 years |
157,500 |
28% |
187 |
| Age 65+ years |
169,200 |
30% |
206 |
| HHI less than $50,000 |
259,30 |
47% |
113 |
| HHI $50,000 - $74,999 |
105,100 |
19% |
92 |
| HHI $75,000 - $99,999 |
77,100 |
14% |
77 |
| HHI $100,000 or more |
114,300 |
21% |
101 |
| Married |
311,700 |
56% |
99 |
| High school grad |
193,300 |
35% |
103 |
| Some college |
167,000 |
30% |
107 |
| College grad or higher |
138,400 |
25% |
92 |
| Own home |
458,500 |
83% |
107 |
| Rent |
83,400 |
15% |
81 |
| Home value under $300,000 |
369,40 |
66% |
108 |
| Home value $300,000 or more |
89,100 |
16% |
104 |
| Time present in home less than 5 years |
146,800 |
26% |
70 |
| Time present in home 5 years or more |
409,000 |
74% |
118 |
|
Buying Behavior of Entertainment Seekers
35+ yrs with no children |
In the past year… |
Total Adults |
% |
Index* |
| Attended ballet, theater, symphony, opera |
135,700 |
24% |
110 |
| Attended art museum, arts festival |
159,900 |
29% |
104 |
| Visited a casino |
96,600 |
17% |
97 |
| Vacationed in Tennessee |
233,100 |
42% |
95 |
| Traveled by air for domestic vacation |
175,800 |
32% |
96 |
| Attended a concert |
170,800 |
31% |
93 |
| Attended comedy club, nightclub |
57,000 |
10% |
62 |
| Made Internet purchase |
280,400 |
50% |
84 |
| Attended professional sports event |
168,100 |
30% |
77 |
In the past month… |
|
|
|
| Ate at an upscale restaurant |
100,10 |
18% |
114 |
| Ate at any sit-down restaurant |
474,700 |
85% |
101 |
| Attended the movies |
99,700 |
18% |
74 |
In the next year… |
|
|
|
| Buy a home |
5,500 |
1% |
35 |
| Buy/lease a vehicle |
63,000 |
11% |
67 |
| Look for a job |
42,400 |
8% |
79 |
Source: Scarborough 2010, Release 1; CBSA/13-county area
* Index is defined as the number above or below 100 (100 representing average) indicating how much an audience is likely to represent a particular pattern or behavior compared to the average Middle Tennessee adult.
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