For Marketing Research

and Cocktail Party Banter

#101insights
Praise for this eBook:
This eBook from CivicScience changed my life. Well, not really. But
its a hell of a lot of fun to read.
Mark Cuban
Owner of the Dallas Mavericks NBA team, co-star of Shark Tank, and advisor to CivicScience
Every once in awhile a written work comes along that defnes a
generation of Americans. This is not one of those. But you should still
read it.
Rick Santorum
Former U.S. Senator and former presidential candidate
It is possible for deep insights to come from simple questions. This
book just proved it.
Astro Teller
Director, Google[x] and CivicScience advisor
#101insights
About this eBook
Publication Date: June 11, 2014
This eBook contains an assortment of 101 tasty consumer insights extracted from the CivicScience
InsightStore, collected via CivicSciences syndicated online polls and micro-surveys (more details
about our methodology are provided at the end of the book). All of the response data has been
weighted for U.S. Census representativeness for gender and age, 13 years and older (unless otherwise
specifcally indicated). For each insight page, we also reference the question, response volumes, date we
pulled the data and insights, and the Chi-squared test signifcance value.
CivicScience collects opinions from people across hundreds of sites on the web. The survey results
included in the eBook refect the opinions of hundreds of thousands of people collected during the past
12 months. No clients, trademark owners, or celebrities have participated in conducting these surveys
and they have not endorsed, approved, or otherwise provided any input regarding the survey results
published in the eBook.
Weve got stuf on health and lifestyle behaviors; consumer reaction to business news; brand alignments;
celebrity silliness; sports fans; TV consumption attitudes; social media preferences; fnancial practices;
and more along with a special featured section on the chain restaurant industry. Why? Because we all
have to eat, right?
We only scratch the surface in this eBook in the types of data and insights we can provide from our
online consumer research platform of 27 million+ engaged, opt-in respondents, but we didnt want to
turn this into War and Peace.
We think the insights are cool, but at minimum, we hope you fnd them intriguing. Some of them might
even make you more interesting at parties. And help you win more Rock, Paper, Scissors contests.
Can I re-publish any of these insights?
The answer is, yes! Please do! Tweet em, share em, Instagram em, even SnapChat em. We just
ask that you use the content exactly as stated for that insight (there is science behind all of this), and
attribute it back to CivicScience. If you have any questions about the survey results, how to re-publish
them, or how you can conduct rapid research using the opinions of people across the web, contact us
at: contact@civicscience.com.
For a steady diet of our insights, please follow us on Twitter (@CivicScience) and check out our blog, with
new posts added weekly: http://blog.civicscience.com
And please Tweet us your favorite insights: @CivicScience #101insights
#101insights
Short People
1
People who say they are much shorter are 50% more
likely than other statures to say they have trouble falling
asleep every night or most nights.
Question Details
15,062
# of Respondents
April 29, 2014
Date of Report
2(df=20)=133.099, p<0.001
Signifcance
Which of these would you say is the most true about your height?
- I am much taller than most people my age and gender
- I am somewhat taller than most people my age and gender
- My height is average for someone my age and gender
- I am somewhat shorter than most people my age and gender
- I am much shorter than most people my age and gender
- Not sure
How often do you have trouble falling asleep at night?
- Every night or almost every night
- Most nights
- About 50% of the time
- Occasionally but not often
- Rarely or never
#101insights
Tall People
2
People who say they are much taller are 2X as likely to
say they are fashion innovators as those claiming shorter
statures.
Question Details
18,689
# of Respondents
April 29, 2014
Date of Report
X2 [df=15]=146.457, p<0.001
Signifcance
Which of these would you say is the most true about your height?
- I am much taller than most people my age and gender
- I am somewhat taller than most people my age and gender
- My height is average for someone my age and gender
- I am somewhat shorter than most people my age and gender
- I am much shorter than most people my age and gender
- Not sure
Which of the following describes your fashion behavior?
- I am a fashion innovator
- I am a fashion leader
- I am a fashion follower
- I am not into fashion
#101insights
CVSs Smoking Cessation
3
Nearly twice as many respondents (13%) say theyll be
more likely to shop at CVS vs. less likely (7%).
Question Details
5,220 (Politically) / 6,299 (Gender)
# of Respondents
April 28, 2014
Date of Report
(Politically): 2(df=10)=79.815, p<0.001
Signifcance
(Gender): 2(df=5)=38.193, p<0.001
Signifcance
Are you more or less likely to shop at CVS now that they will no longer be
selling cigarettes or other tobacco products?
- Much more likely
- Somewhat more likely
- Somewhat less likely
- Much less likely
- It wont afect how much I shop there
- I never shop at CVS so it doesnt matter
Politically do you consider yourself more of a:
- Republican
- Democrat
- Independent/Other
After CVS announced in early 2014 they would cease tobacco
product sales within 1 years time, we started asking consumers if this
would impact their shopping at CVS.
4-5
Republicans are 4X more likely than Democrats, and Men
nearly 2X more likely than women, to say they will be
Much less likely to shop at CVS as a result.
#101insights
Smokers and Doctor Visits
6
People who smoke every day are 2X as likely than other
respondents to say its been 5 years or more since theyve
last seen a doctor for a routine exam.
Question Details
7,877
# of Respondents
April 28, 2014
Date of Report
2(df=10)=113.291, p<0.001
Signifcance
Do you now smoke cigarettes every day, some days, or not at all?
- Every day
- Some days
- Not at all
About how long has it been since you last visited a doctor for a routine check-
up / general physical exam?
- Within the past year
- Within the past 2 years
- Within the past 5 years
- 5 or more years ago
- Never
- Dont know/Not sure
#101insights
Smokers and Family Size
7
Daily smokers are more likely than less frequent or
non-smokers to come from larger families where they
were among 4 or more siblings (24% vs. 18%).
Question Details
4,156
# of Respondents
April 28, 2014
Date of Report
2(df=8)=17.061, p=0.029
Signifcance
Do you now smoke cigarettes every day, some days, or not at all?
- Every day
- Some days
- Not at all
How many siblings do you have?
- 0
- 1
- 2
- 3
- 4 or more
#101insights
Diner Types in Social Settings
Question Details
4,623
# of Respondents
April 28, 2014
Date of Report
2(df=5)=40.601, p<0.001
Signifcance
At what type of restaurant do you eat most?
- Fast food/quick service
- Fast casual
- Casual
- Upscale
- Independently/locally owned
- I dont eat out/get take out
In social settings are you
- More outgoing and enthusiastic
- More self-contained and reserved
8
Fast Food frequent diners are somewhat more likely than
other restaurant format fans to characterize themselves as
reserved in social settings (73.5% vs. 64%).
9
Frequent Upscale restaurant diners are more likely to say
they are outgoing (47% vs. 33.5%).
#101insights
What Infuences Fans of Certain Cuisines?
10
Indian food fans rank highest in being infuenced by social
media chatter (45%).
Question Details
23,448
# of Respondents
April 28, 2014
Date of Report
2(df=10)=268.424, p<0.001
Signifcance
Which type of food is your favorite?
- Italian
- Japanese
- Mexican
- Thai
- Indian
- Chinese
Which of these do you believe has the most infuence on what you buy, where
you eat, or the movies or TV shows you watch?
- Ads I see on television
- Ads I see on the Internet
- Comments or recommendations I see on social media
11
Thai food fans rank highest for saying they are infuenced
by ads on the Internet (20.6%).
12
Italian food fans are more likely than other cuisine fans to
say they are infuenced by ads they see on TV (57%).
#101insights
Twitter Users and Fave Cuisine
Question Details
14,767
# of Respondents
April 28, 2014
Date of Report
2(df=5)=103.267, p<0.001
Signifcance
Do you have a Twitter account?
- Yes
- No
Which type of food is your favorite?
- Italian
- Japanese
- Mexican
- Thai
- Indian
- Chinese
13
People who are super fans of Indian and Thai cuisine
have the highest rates (29.6% and 26%) of also having
Twitter accounts vs. other cuisine fans.
14
Fans of Italian and Chinese cuisine have the lowest rates
of holding Twitter accounts (15%).
#101insights
Twitter Users: Our DeepProfle Insights
15-16
Demographics: Twitter users are more likely than non-
users to live in a city and less likely to live in a rural area.
Twitter users are slightly more likely to fall at the lowest or
highest ends of the income spectrum.
Source: CivicScience DeepProfle report, January 2014. 169,274 total respondents.
17-18
Behaviors: Twitter users are more likely than non-users to
regularly download music or movies online. Twitter users
are much more likely to stream movies on their computers
or gaming consoles.
#101insights
Twitter Users: Our DeepProfle Insights
Source: CivicScience DeepProfle report, January 2014. 169,274 total respondents.
19-20
Psychographic Indexes: Twitter users scored
substantially higher on our Market Maven and Tech Savvy
Indices than non-users and the general population,
indicating higher incidence of early adopters and brand
advocates.
Market Maven Index (Aggregate)
-80- 90 100 110 120 130
Twitter Users
Non-Users
-80 -90 100 110 120 130
140
Twitter Users
Non-Users
Tech Savvy Index (Aggregate)
#101insights
Twitter Users & Brand Favorability
Source: CivicScience DeepProfle report, January 2014. 169,274 total respondents.
21
These are some of the top brands that over-index in
popularity among Twitter users compared to non-users:
Brand Twitter Users % Non-Users % Diference %
Apple 53% 32% 21%
Nike clothing 55% 42% 13%
Whole Foods 36% 24% 12%
Amazon.com 61% 50% 11%
Amazon Kindle 34% 23% 11%
22
These are some of the top brands that over-index in
popularity among Non-users compared to Twitter users:
Brand Twitter Users % Non-Users % Diference %
Olive Garden 47% 54% 7%
Hanes clothing 47% 54% 7%
Carhartt 25% 32% 7%
Buick 29% 35% 6%
Applebees 43% 47% 4%
#101insights
Alert: Work Email Abuses!
23
20% of respondents use their work email account often or
sometimes for personal reasons.
24
As incomes climb, respondents are more likely to say
Yes often.
25
Among those earning $100K-$150K per year, those living
in the U.S. Midwest are more likely to say often than
those in the U.S. West.
26
The 45-54-year-old age group edged out the others in
likelihood of saying often.
Whos abusing their work time the most?
There are other demographic pockets of email abusers, such as:
Question Details
14,286 (weighted for US adults, 18+)
# of Respondents
May 9, 2014
Date of Report
Do you use your work email address for personal email too?
- Yes - often
- Yes - sometimes
- Yes - rarely
- Never
- I dont have a work email
#101insights
Why People Hate Teir Jobs
56% say that other people are what made their worst
paying job their worst; 45% say horrible boss or
managers and 11% say co-workers.
Question Details
9,728
# of Respondents
April 28, 2014
Date of Report
2(df=4)=160.980, p<0.001
Signifcance
What made your worst-paying job your worst-paying job?
- Horrible boss or managers
- Poor working conditions
- The actual work or role
- Co-workers
- Bad pay/benefts
- Long hours/workload
- N/A never had a paying job
27-28
Lower-income respondents are more likely to blame it on
bad pay, while people over the age of 65 say it was due to
poor working conditions.
29-30
#101insights
Job Satisfaction Meets the Starbucks
Beer & Wine Menu
Question Details
8,366
# of Respondents
April 28, 2014
Date of Report
2(df=16)=134.168, p<0.001
Signifcance
How likely would you be to try Starbucks beer and wine menu, if it was
ofered near you?
- Very likely
- Somewhat likely
- Not likely
- Never
- Not sure
How happy are you in your current job?
- Very happy
- Somewhat happy
- Somewhat unhappy
- Very unhappy
- Im not currently employed for pay
31
People who are very happy in their job are more likely than
other respondents to say theyd try Starbucks evening
beer & wine menu.
32
Those who are very unhappy in their jobs are even more
likely (2-3X) to try Starbucks evening beer & wine menu.
#101insights
Not a Bad Romance
There is a strong association between fans of the pop
singer Lady Gaga and fans of Starbucks cofee if you
love or like one, you are more likely (43-52%) to like the
other.
On the fip side: People who have never heard of Lady
Gaga (who are more likely to be 45-64 year olds) are also
highly likely to have never heard of Starbucks.

(Note: We did not ask if they live under a rock.)
Question Details
29,956
# of Respondents
May 12, 2014
Date of Report
2(df=16)=3,430.116, p<0.001
Signifcance
How much do you like Lady Gaga?
- Never heard of her
- I love her
- I like her
- I dont really have a strong opinion
- I dont like her
How much do you like to drink Starbucks cofee?
- Never heard of it
- I love it
- I like it
- I dont really have a strong opinion
- I dont like it
33
#101insights
More Random Celebrity Associations...
Question Details
8,294
# of Respondents

May 12, 2014
Date of Report
2(df=20)=224.515, p<0.001
Signifcance
Who is the best Batman?
- Michael Keaton
- Val Kilmer
- Christian Bale
- George Clooney
- Adam West
What is your typical order at a cofee shop?
- I dont drink cofee
- Regular cofee
- A Latte, Cappuccino, Macchiato, Mocha, or other espresso blend
- Straight espresso
- Tea
- Other
34
Although Christian Bale was the most popular Batman
among our respondents, those who prefer George
Clooney are more likely to order tea at a cofee shop.
#101insights
Even More Random Celebrity Associations...
Most respondents (51%) either like or love Ellen
DeGeneres. People who love her are more than 2X as
likely to love eating at IHOP than those who dont like her.
Question Details
8,928
# of Respondents
May 12, 2014
Date of Report
2(df=16)=1,475.451, p<0.001
Signifcance (Ellen)
How much do you like Ellen DeGeneres?
- Never heard of her
- I love her
- I like her
- I dont really have a strong opinion
- I dont like her
How much do you like to eat at IHOP?
- Never heard of it
- I love it
- I like it
- I dont really have a strong opinion
- I dont like it
35
#101insights
And Yet Even More Random
Celebrity Associations...
Question Details
11,276 (NBA); 11,915 (NFL)
# of Respondents
May 12, 2014
Date of Report
2(df=16)=356.600, p<0.001
Signifcance (NBA)
2(df=16)=304.162, p<0.001
Signifcance (NFL)
How closely to you follow the [National Basketball Association (NBA)? / NFL
(National Football League)]?
- Very closely
- Somewhat closely
- A little
- Hardly at all
- Not at all
How much do you like Taylor Swift?
- Never heard of her
- I love her
- I like her
- I dont really have a strong opinion
- I dont like her
36
Although female pop artist Taylor Swift may be best
thought of as a teenage girls icon (her favorability ranks
highest among respondents under the age of 24), shes
also popular with sports fans.
37
People who follow the NFL very closely or somewhat
closely are more likely to love Taylor Swift than not like her
but NBA fans are much more likely to say they love her
than dislike her.
#101insights
Extremely Crucial Celebrity Insights
When asked to pick, from a pre-determined list, which female
celebrity has the worst taste in men, the vast majority of respondents
had a strong opinion (92%).
38
Men answered Kim Kardashian more than women.
(Wonder if this is a refection of Kim or Kanye?)
More people in West Virginia and Wyoming picked
Rihanna, while Vermont, North Dakota, and Iowa
residents were more likely to pick Katy Perry.
39-40
Question Details
13,648
# of Respondents (unweighted)
April 30, 2014
Date of Report
Which of these celebrities has the worst taste in men?
- Kim Kardashian
- Katy Perry
- Selena Gomez
- Jennifer Aniston
- Rihanna
- No strong opinion
#101insights
Featured Section: Insights
on the Fans of Popular
Restaurant Chains
#101insights
Turns out, there are real diferences between fans of top
casual dining brands that focus on American cuisine.
41
Did you know? Chilis fans are much more likely to
participate in volunteer work (41%) vs. fans of TGI Friday,
Ruby Tuesday, and Applebees (29%-34%).
But thats just the appetizer course, theres more
CivicScience DeepProfle Report
188,055
# of Respondents
March 19, 2014
Date of Report
#101insights
Chilis Fans are the Biggest Market Mavens
42
Chilis fans rank higher than the general population in our
Market Maven index.
43
Chilis fans are the most likely to consider themselves a
fashion leader and follow music trends, and slightly more
likely to tell others about new products.
44
Ruby Tuesday fans are the most likely to try new products
before others.
45
TGI Fridays fans are the most likely to follow fashion
trends.
Attribute Applebees Fans TGI Fridays Fans Ruby Tuesdays Fans Chilis Fans
Fashion leader 13% 10% 10% 16%
Follows fashion trends 35% 40% 37% 38%
Follows music trends 40% 41% 40% 44%
Tries new products
before others
26% 31% 39% 31%
Tells others about new
products
51% 51% 52% 53%
CivicScience DeepProfle Report
188,055
# of Respondents
March 19, 2014
Date of Report
#101insights
Ruby Tuesday and TGI Fridays fans are bigger TV
viewers than the general population.
46
Ruby Tuesday fans are the most likely to watch Sports
and Reality TV, and slightly more likely to watch Sitcoms
when compared to the other fans.
47
Chilis fans are the most likely to watch Music and
Entertainment shows.
48
Fans of all brands say they are infuenced by ads on TV
more than the general population.
49
Of all TV show genres, News programs rank highest
among them all.
Attribute Applebees Fans TGI Fridays Fans Ruby Tuesdays Fans Chilis Fans
Sports Fan 25% 22% 28% 18%
Drama Fan 22% 20% 21% 18%
Reality Fan 12% 13% 17% 12%
Travel/Home/Cooking Fan 11% 16% 15% 14%
Documentary Fan 9% 11% 7% 11%
Music/Entertainment Fan 19% 19% 20% 22%
Sitcom Fan 16% 16% 18% 14%
News Fan 33% 34% 34% 31%
Most infuenced by ads
on TV
62% 61% 61% 61%
CivicScience DeepProfle Report
188,055
# of Respondents
March 19, 2014
Date of Report
#101insights
Tey are also big sports fans
TGI Fridays fans the most.
42
TGI Fridays fans are more likely to say they are very
interested in sports than the other restaurant fans, slightly
more likely to play fantasy sports leagues, and to like the
NHL.
51
Ruby Tuesday fans are slightly more likely to be NCAA
basketball and football fans and NFL fans when
compared to the other restaurant fans.
CivicScience DeepProfle Report
188,055
# of Respondents
March 19, 2014
Date of Report
50
Attribute Applebees Fans TGI Fridays Fans Ruby Tuesdays Fans Chilis Fans
NCAA basketball fan 23% 25% 26% 24%
NCAA football fan 31% 32% 34% 32%
NFL fan 48% 49% 50% 48%
NHL fan 18% 21% 19% 19%
NBA fan 18% 20% 20% 21%
MLB fan 33% 32% 33% 32%
Has played fantasy
sports
18% 20% 19% 19%
Very interested in
sports
36% 39% 36% 36%
#101insights
Now, what about the QSRs
and Fast Casual Brands?
#101insights
Find your biggest sports fans at Five Guys
52
Fans of all the specialty burger chains rank above the
general population in our index for Sports Fandom.
53
Five Guys fans rule in nearly every question: they are very
likely to regularly attend sporting events (at 64%), and are
also more likely to say they are very interested in sports
and play fantasy sports.
54
Five Guys fans are more likely than fans of the other
burger chains to also be fans of the NFL, MLB, NHL,
NCAA basketball, and NCAA football.
55
In-N-Out fans are more likely than the other groups to be
NBA fans.
CivicScience DeepProfle Report
139,091
# of Respondents
February 24, 2014
Date of Report
Attribute Five Guys Fans Fuddruckers Fans In-N-Out Fans
NCAA basketball fan 29% 27% 25%
NCAA football fan 36% 34% 31%
NFL fan 51% 50% 44%
MLB fan 36% 34% 31%
NHL fan 25% 21% 19%
NBA fan 22% 23% 28%
Very interested in sports 40% 37% 34%
Regularly attends sporting
events
64% 56% 46%
Has played fantasy sports 25% 23% 21%
#101insights
Would you like additional data with that?
56
Fuddruckers fans are the most likely to always vote and to
attend local government meetings.
57
Five Guys fans are the most likely to be on Twitter.
58
In-N-Out fans are the most likely to say social media
infuences their purchases and are the most likely to
donate to environmental or art/culture charities.
CivicScience DeepProfle Report
139,091
# of Respondents
February 24, 2014
Date of Report
#101insights
Fans of the Top QSRs:
McDonalds, Wendys, Burger King, Taco Bell, KFC
59
KFC and Taco Bell fans are more likely to try new
products before others.
60
McDonalds fans are most likely to say they are addicted
to their digital devices.
61
Wendys fans are most likely to be NHL fans.
62
Burger King fans are the most likely to be engaged in
politics.
CivicScience DeepProfle Report
241,927
# of Respondents
March 18, 2014
Date of Report
On average, fans of these QSRs all score below the
general U.S. population on our Health and Wellness
Index. KFC fans have a slightly higher score than the other
QSR fans, and Burger King fans have the lowest.
63-65
#101insights
Imagine if you had the technology at your fngertips to poll thousands of people
about any topic you want, anytime you want, knowing that you could get results
back in a matter of minutes. What would you ask? Maybe it would be about
something critical to your business or your favorite social cause. Or maybe you
would use it to settle a debate with your coworkers or an argument with your
wife about what time most people make their kids go to bed.
And then imagine if your results could be combined with answers to thousands
of other questions, across an almost limitless number of subjects, to fnd
correlations and patterns you would have never expected. You could uncover
a killer insight that changes your business or your marketing strategy. Or, you
could learn fun, mind-blowing facts that entertain people for hours at your next
cocktail party.
Of all the things I love about working at CivicScience, having this capability at
our disposal is near the top of the list. I cant tell you how many hours Ive spent
just exploring around in our platform to discover new inspiration for blog posts,
client ideas, and small-talk fodder. Its addictive.
Through this new eBook (hopefully the frst of many), we wanted to share some
of the valuable, thought-provoking, or just plain head-scratching insights weve
uncovered in recent months. What youll fnd are 101 interesting correlations
and it was even hard to pare the number down that far across a diverse range
of questions and topics. And theres a lot more where this came from.

Naturally, one of our goals at CivicScience is to show of the depth and breadth
of insights in our system, in the hopes that it makes potential clients contemplate
what we could uncover for them. But its also designed simply to share useful
information with the world. With all of this powerful and fascinating data in our
hands, it would be selfsh to keep it all to ourselves.
So we hope you enjoy it. And dont hesitate to reach out to us
(contact@civicscience.com) if you have any questions or insights of your own to
share. Well be publishing another eBook sometime soon.
Warmest regards,
John Dick
Founder and CEO

P.S. Please tell us your favorite insights on Twitter @CivicSience #101insights
And Now, a Word from our Founder...
#101insights
Target Brand Loyalists are More Forgiving
66
Nearly 5 months after Targets 2013 holiday season data
security breach, most consumers (54.3%) still felt it was
somewhat not secure or not at all secure to use their
credit cards at Target.
67
Those who purchase more at Target vs. Walmart are more
comfortable: they are 3.5X more likely to say its very
secure and 2.5X more likely to say its somewhat secure
than the Walmart spenders.
68
Interestingly, people making over $150K per year were
2X more likely to say very secure vs. those making under
$25K.
Question Details
12,664
# of Respondents
May 5, 2014
Date of Report
x2(df=10)=332.763, p<0.001
Signifcance
How secure do you feel it is to now use a non-Target credit card for
purchases at Target?
- Very secure
- Somewhat secure
- Somewhat not secure
- Not secure at all
- I dont have an opinion
- I dont shop at Target
Where do you make most purchases in a given year?
- Walmart
- Target
- Neither
#101insights
Ah, One More Random Celebrity Association:
David Letterman and Credit Cards
69
Fans of David Letterman are signifcantly more likely
to also be fans of the major credit card brands but
especially MasterCard.
(A spokesperson gig after he leaves his show?)
Question Details
14,421 (Visa) / 14,927 (MasterCard) /
16,255 (American Express)
# of Respondents
April 28, 2014
Date of Report
(Visa): 2(df=16)=663.243, p<0.001
Signifcance
(MasterCard): 2(df=16)=1,110.126,
p<0.001
Signifcance
(American Express): 2(df=16)=1,618.183,
p<0.001
Signifcance
How much do you like David Letterman?
- Never heard of him
- I love him
- I like him
- I dont really have a strong opinion
- I dont like him
How much do you like [Visa] / [ MasterCard] / [American Express]?
- Never heard of them
- I love them
- I like them
- I dont really have a strong opinion
- I dont like them
#101insights
Monthly Savings and Diversifed Banking
Question Details
4,928
# of Respondents
April 30, 2014
Date of Report
x2(df=16)=196.130, p<0.001
Signifcance
What percentage of your income do you save on average each month,
including retirement savings?
- 0%
- 1-5%
- 6-10%
- 11-20%
- More than 20%
How many retail banks do you have accounts with?
- 0
- 1
- 2
- 3
- More than 3
70
29% of consumers save 1-5% of their income each
month. The next-highest group (28%) save nothing.
71
As the % of monthly savings increases, so does the
likelihood that the consumer will do business with more
than 1 retail bank. Those who save the most (more than
20% per month) are most likely to be customers of more
than 3 retail banks.
#101insights
Tracking Consumer Sentiment about the
Economy. In Real Time.
Our data is used not only to track consumer sentiment in real time, but to dive deeper to get more insights about diferent consumer
segments. Below are some bonus insights uncovered through our living Economic Sentiment Index (ESI) in partnership with Hamilton
Place Strategies:
January 2014:
We were able to quickly report declines in early January 2014 following two immediately preceding events:
Unemployment benefts that would expire on December 28, 2013 for 1.3 million U.S. residents.
The weakest jobs report of 2013 was published, with only 74,000 new jobs added in December 2013.
During the frst two weeks of January 2014, confdence among the unemployed fell from 39.2 to 35.2, the steepest two-week decline in
absolute terms since the summer of 2013.
Q1 2014:
In addition to publishing our bi-weekly ESI summaries online (http://hps-civicscience.com), we also published our frst quarterly report for
Q1 2014 with these among its highlights:
The ESI rose in the frst quarter of 2014, but remains below its level from a year ago. Looking at more granular ESI data, the
fourth quarter of 2013 saw subdued consumer confdence most likely due to the government shutdown in October 2013.
Younger people saw larger gains in consumer confdence and from higher levels compared to older groups. Those between
ages of 45 and 54 have the lowest level of confdence across all age groups.
Confdence is up from a year ago across half of occupational categories. Craftsman/Laborer/Farm and Homemaker categories
rose the most; those currently unemployed have dropped the most.
About the ESI: The HPS-CivicScience Economic Sentiment Index is a living index that measures U.S. adults expectations for the economy going forward, as well as their feelings about
current conditions for major purchases. The primary goal of the Index is to accurately measure movements in overall national economic sentiment, and to provide a more sophisticated
alternative to existing economic sentiment indices. Unlike other prominent indices that release consumer sentiment estimates infrequently, the HPS-CivicScience Index is updated in real time
as responses are collected continuously every hour, every day. Large-scale cross-tabulation of survey responses and consumer attributes enable more granular analyses than are currently
possible through prevailing measures. http://hps-civicscience.com
0
10
20
30
40
50
60
65 or older 55-64 45-54 35-44 30-34 25-29 18-24
E
S
I
Q113
Q213
Q313
Q413
Q113
Confdence Rose More In Q114
and From Higher Levels For Young People
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#101insights
Te Vehicle-Movie Connection
Question Details
9,634
# of Respondents
April 29, 2014
Date of Report
2(df=36)=321.798, p<0.001
Signifcance
Which of these is your favorite movie genre?
- Action
- Comedy
- Drama
- Horror
- Other
What type of car do you primarily drive?
- SUV
- Sedan
- Truck
- Convertible
- Coupe
- Wagon
- Van
- Cross-over
- Hatchback
- I dont have a car
72
People who primarily drive trucks are more likely to say
Action movies are their favorite genre (39%).
73
People who drive cross-overs are more likely to say they
prefer Comedy movies.
Not surprising? Well how about:
74-75
The Horror genre ranks the lowest, but is least loved by
Hatchback drivers and most loved by those who dont
have a car.
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#101insights
Insights About TV Viewing Preferences
Question Details
9,082 / 2,883 / 2,974
# of Respondents
April 30, 2014
Date of Report
2(df=4)=144.852, p<0.001
Signifcance (smartphones)
2(df=8)=68.740, p<0.001
Signifcance (night or day)
What region of the United States do you live in?
- Northeast
- Southeast
- Midwest
- Northwest
- Mountain west
- Southwest
- I dont live in the U.S.
Do you use a smart-phone?
- Yes
- No
Are you more of a night owl or morning person?
- Night owl
- Morning person
- Dont know/neither
Though 47% of consumers still watch TV live, there are
some notable diferences:
76
Live viewers are more likely to be older in age: those 45+
are at least 50% more likely to say they watch most of
their TV live. They are also more likely to be men and live
in the Northeastern U.S.
77
Online streaming is more likely used among 18-24 year
olds, women, and those living in the Western U.S.
78
Online streaming is also used 3X more by smart-phone
owners vs. non-owners.
Night owls are about 2X more likely to use On Demand or
Online streaming than morning people.
79
#101insights
Cutting the Cord
Question Details
23434
# of Respondents
May 13, 2014
Date of Report
Are you planning to switch your television service anytime soon?
- Yes, I am switching from cable to satellite
- Yes, I am switching from cable to online streaming
- Yes, I am switching from satellite to cable
- Yes, I am switching from satellite to online streaming
- No, I am not planning to switch
- I dont have cable or satellite TV service
80
Nearly 10% of cable and satellite TV consumers say they
are planning to switch their service soon.
81
Among the cable-to-satellite switchers, the most
vulnerable group is those aged 45-54. They also tend to
be at the lower end of the income spectrum, averaging
$26K-$50K in annual take-home.
82
Likely cable-to-streaming switchers are a bit younger,
between 35 and 44, and are more likely to live in the U.S.
Northeast.
They are also 38% more likely to NOT have a land-line
telephone.
83
#101insights
Audience Insights: Netfixs House of Cards
Question Details
10,283
# of Respondents
February 13, 2014
Date of Report
Do you plan to watch the new season of House of Cards on Netfix?
- Yes, by binge-watching (watching episodes back-to-back)
- Yes, by watching a couple at a time
- Yes, by watching an episode here and there when I have time
- No, Im not planning to watch
Have you ever contributed fnancially to a candidate, political party, or
political cause?
- Yes
- No
Who is the Season 2 Viewer? (Compared to the average respondent)
84
Viewers aged 25-44 are most likely to watch, and 25-34
year olds are most likely to binge watch.
85
Men are 13% more likely than women to watch.
86
They are high earners: Those with annual household
incomes of over $125K per year are 80% more likely to
watch and are 132% more likely to watch the show a
couple of episodes at a time.
Theyre educated: Those with graduate degrees or PhDs
are 49% more likely; those with college or technical
degrees are 15% more likely.
87
Politically, they are engaged and tend to lean left:
Democrats are 57% more likely; Republicans 41% less
likely; Independents in line with average. They are 69%
more likely to contribute fnancially to political interests.
88
#101insights
About that Netfix Price Hike
Question Details
3,479
# of Respondents
April 29, 2014
Date of Report
How are you reacting to news that Netfix is raising its subscription price by
$1 to $2 per month?
- I am a Netfix subscriber and dont think its a big deal.
- I am a Netfix subscriber and I may cancel my subscription as a result.
- Im not a subscriber but am planning to. $1 or $2 doesnt make a diference.
- Im not a Netfix subscriber and it makes me less likely to become one.
- Im not a subscriber, and never will be, so I dont care.
What do consumers think about Netfixs announcement
that they are raising subscription pricing by $1-$2?
89
34% of current customers said they dont think its a
big deal. 25-34 year olds were more likely to give that
response. Women were 12% more likely than men to also
say its no biggie.
90
16% of subscribers say I may cancel my subscription
as a result. 18-24 year olds were more likely to give that
response, as were people living in the Western U.S.
#101insights
Netfix and Music Fans
91
People who follow music trends and events very closely
are associated with higher rates of Netfix subscription
(2X greater than non-music followers).
Question Details
7,063
# of Respondents
April 28, 2014
Date of Report
Do you or anyone in your home currently subscribe to Netfix?
- Yes, we have one subscription
- Yes, more than one person in my home has a subscription
- No
How closely would you say that you follow trends and current events in
music?
- Very closely
- Somewhat closely
- Not at all closely
#101insights
Waiting in Lines...
Question Details
3,860
# of Respondents
April 28, 2014
Date of Report
2(df=28)=94.491, p<0.001
Signifcance
Which of the following are you most passionate about?
- Sports
- Music
- Fashion
- Food and drink
- Health and wellness
- Travel
- Movies and/or TV
- Social/charitable causes
How long do you wait in a line before leaving?
- 5 minutes
- 10 minutes
- 20 minutes
- I dont wait in lines
- As long as it takes
92
People passionate about music are much more likely to
wait in a line. And wait and wait and wait as long as it
takes.
93
People passionate about sports are more likely to say
I dont wait in lines or wait only 5 minutes.
#101insights
Rock, Paper, Scissors: Tips to Help You Win
94
The most popular choice is Rock its selected almost 2X
more than Scissors.
Question Details
80,607 / 50,414 / 8,923 / 11,701
# of Respondents
April 29, 2014
Date of Report
2(df=6)=776.615, p<0.001
Signifcance (Cat or Dog):
2(df=6)=74.207, p<0.001
Signifcance (Smoking)
2(df=12)=305.640, p<0.001
Signifcance (Bieber):
When playing Rock, Paper, Scissors, which do you most often pick?
- Rock
- Paper
- Scissors
- Ive never played
Do you now smoke cigarettes every day, some days, or not at all?
- Every day
- Some days
- Not at all
95
As incomes climb, people are more likely to pick Rock.
96
Daily smokers are slightly more likely to pick Rock.
#101insights
Rock, Paper, Scissors: Tips to Help You Win
(continued)
97
13-24 year olds are more likely to pick Scissors.
98
Women are 50% more likely to pick Scissors.
98
Cat people are slightly more likely to pick Scissors.
Question Details
80,607 / 50,414 / 8,923 / 11,701
# of Respondents
April 29, 2014
Date of Report
2(df=6)=776.615, p<0.001
Signifcance (Cat or Dog):
2(df=6)=74.207, p<0.001
Signifcance (Smoking)
2(df=12)=305.640, p<0.001
Signifcance (Bieber):
When playing Rock, Paper, Scissors, which do you most often pick?
- Rock
- Paper
- Scissors
- Ive never played
Are you a cat or dog person?
- Cat
- Dog
- Neither
#101insights
Rock, Paper, Scissors: Tips to Help You Win
(the conclusion)
100
25-34 year olds are more likely to pick Paper.
Question Details
80,607 / 50,414 / 8,923 / 11,701
# of Respondents
April 29, 2014
Date of Report
2(df=6)=776.615, p<0.001
Signifcance (Cat or Dog):
2(df=6)=74.207, p<0.001
Signifcance (Smoking)
2(df=12)=305.640, p<0.001
Signifcance (Bieber):
When playing Rock, Paper, Scissors, which do you most often pick?
- Rock
- Paper
- Scissors
- Ive never played
How much do you like Justin Bieber?
- Never heard of him
- I love him
- I like him
- I dont really have a strong opinion
- I dont like him
People who like or love Justin Bieber are more likely to
pick Paper.
101
#101insights
CivicScience: Who the heck are we and
how did we learn all this stuf?
If you ask our marketing folks, theyll give you our pitch line: We provide the industrys leading intelligent polling
and real-time consumer insights platform, the InsightStore.
But what does that really mean?
Lets start with how we get our data. (The Civic.) We have micro-survey polling applications that run on
hundreds of partner websites across the U.S., ranging from local and national news sites, to special interest sites,
humor and gossip sites, and business and political sites. Our polls serve up an assortment of 3 quick questions
per session these questions cycle through thousands of questions in our professionally curated library, so we
keep it fun and engaging for people to answer. Respondents also get to see the current results at the end of each
3-question session. We cookie the respondents, but we keep them anonymous; no personal or private data is
ever collected that would allow us to identify who they are, and we toss out anyone under the age of 13 (check
out our privacy policy at: http://civicscience.com/cs-public/polling-privacy-policy/). With this cookie, we can track
any answer they ever submit to any of our poll questions on any site. And this is how the magic happens
Now, its all about what we can do with that data. (The Science.) The poll responses are collected and
aggregated in real time in our proprietary database that is home to our InsightStore -- a central repository where
we apply data science, data mining, and machine learning to surface some amazing insights at lightning speed.
These insights such as the ones featured in this eBook help our clients make better decisions about their
marketing, product ofers, services, pricing, and more. We ofer a unique yet independently-validated approach* to
producing rapid-turn, deep, meaningful consumer research intelligence. One of our most popular InsightStore
oferings is DeepProfle which was used in many places in this eBook to provide deeper insights using
micro-segmentation capabilities.
We hope you have enjoyed our debut eBook. To learn more about CivicScience, check out the following links:
Start taking our polls at: http://www.civicscience.com
Learn more about our Business Solutions: http://biz.civicscience.com

*View the academic white paper review of our methodology:
http://public.civicscience.com/library/whitepapers/advisoryboard-research-methodology-paper/
Note: No animals were harmed in the making of this eBook, but our head of marketing almost was.
#101insights
Email: contact@civicscience.com
Phone: (412) 281-1954
Polling Website: http://www.civicscience.com
Our Blog: http://blog.civicscience.com
Business Solutions: http://biz.civicscience.com
Twitter: http://twitter.com/CivicScience
Tell us which insights you liked best @CivicScience! #101insights
2014. CivicScience is a registered trademark of CivicScience, Inc.
InsightStore and DeepProfle are trademarks of CivicScience, Inc. All rights reserved.
All other trademarked brands included in this document belong to their respective owners.