Where Ya From?

People living in different geographic regions often have differing characteristics.  When crafting a savvy marketing plan, you can use these differences to buy advertising more efficiently.  First, determine which geographic area’s residents have a higher propensity for a certain behavior or characteristic.  Then, find a radio station that is strong in that area. Your marketing dollars will go further because there’ll be less waste, and listeners will hear messages that are more relevant to them – a win/win!

Let’s take a look at the New York Metro broken into four geographic regions:

  • Five Boroughs – Bronx, Kings, New York, Queens, and Richmond Counties

  • New Jersey – Bergen, Essex, Hudson, Middlesex, Monmouth, Morris, Passaic, Somerset, and Union Counties

  • Northern Metro – Fairfield, Putnam, Rockland, and Westchester Counties

  • Long Island – Nassau and Suffolk Counties

The five boroughs are the largest of these four geographic regions by population, accounting for 45.4% of the New York Metro.  Residents of these counties have a median age of 45.

Now let’s take a look at some categories.  Weddings, for example, are a huge industry in the U.S.  According to Sound Vision, 2.3 million Americans get married each year, representing $72 billion in spending.  Residents of the five boroughs are 20% more likely than the metro average to be planning to wed in the next year, out-performing the other three geographic areas.

What about employment recruitment? Word on the street is that it’s a job seeker’s market these days. That’s why advertising your company or services is crucial to recruit the best employees. Adults living in the five boroughs are 12% more likely than the metro average to be planning to look for a new job in the next year.

Is your refrigerator running? All jokes aside, homeowners are replacing major appliances all the time. As an advertiser, you’d be wise to target residents of the five boroughs with your message because they are 14% more likely than the metro average to be planning to buy a major appliance in the next year.

Let’s take a sail across the river and see what categories are hot for New Jerseyites. This geographic region makes up 30.4% of the New York Metro, with a median age of 48.

In vino veritas – and the truth is, residents of the New Jersey portion of the New York Metro like their wine! They’re 20% more likely than the metro average to drink wine most often compared to other alcoholic beverages.

Like winter sports? There’s a great selection of winter resorts within a few hours’ drive of the New York Metro, offering skiing, snowboarding, snow tubing … or just relaxing in the lodge (with wine?). Residents of these New Jersey counties are 16% more likely than the metro average to be planning to take a ski vacation in the next year.

According to a Gallup poll, the average non-retired American says they plan to retire at age 66. Life can change radically in this phase of life, sometimes necessitating special care or housing. Adults living in the New Jersey portion of the New York metro are 24% more likely than the metro average to reside in a household that is planning to shop for nursing care, assisted living, or retirement facilities in the next year.

Moving up the map, let’s take a look at what we’re calling “Northern Metro.” These four counties represent 9.1% of the New York metro’s population and its residents have a median age of 49.

We’re coming up on the busiest travel months of the year. How do you get the best deal? You may want some professional help with that. Residents of the Northern Metro are 40% more likely than the metro average to live in a household that has used a travel agent in the past year.

According to the U.S. Small Business Administration, there were 30.2 million small businesses in the U.S. in 2018, employing 58.9 million people. Reaching small business owners means reaching people with decision-making power. Northern Metro residents are 60% more likely than the metro average to own a small business.

The pursuit of a higher education is a worthwhile goal, indeed. But it sure ain’t cheap. Northern Metro residents are 17% more likely than the metro average to be currently enrolled or attending classes at a college or university.

Rounding out our tour of the New York metro is Long Island. This region comprises 15.1% of the New York metro and claims a median age of 50.

Let’s be real here – having a baby means buying a lot of stuff. It’s a great advertising opportunity. Residents of Long Island are 14% more likely than the metro average to have had a child in the past year.

Keeping the mind sharp does wonders for the body. One way to achieve this goal is through continuing education. Long Islanders are 30% more likely than the metro average to be planning to attend adult continuing education classes in the next year.

Movin’ on up! Spring and summer are prime times for putting your home on the market. Long Island residents are 75% more likely than the metro average to be planning to sell a house, condo, or co-op in the next year.

As you can see, depending on where someone resides in the New York metro, their propensity to fall into various categories may differ. Use this to your advantage! Advertise on radio stations that deliver a strong audience in areas where your target consumers call home.

Source: Scarborough, New York Metro, Aug17-Aug18, Mon-Sun 6A-12Mid