HomeMy WebLinkAbout03.1 Strategic Marketing & Research Inc. Study Example
State Office of Tourism
2013 Image & Positioning Research May 2013
Strategic Marketing & Research, Inc. Page 1
Table of Contents
Executive Summary ................................................................................................ 2
Background & Objectives ....................................................................................... 3
Methodology .......................................................................................................... 4
Competitive Travel Situation ................................................................................. 5
State Image ............................................................................................................ 6
Image Opportunities ............................................................................................ 11
State Personality .................................................................................................. 13
Picture Opportunities........................................................................................... 17
Activity Opportunities .......................................................................................... 19
Market Differences .............................................................................................. 21
Appendix: Familiarity with States by Market ....................................................... 23
Appendix: Travel/Likely Travel by Market ........................................................... 24
Appendix: Overall State Ratings by Market ......................................................... 25
Appendix: STATE Rating & Likelihood by Familiarity ........................................... 26
Appendix: Top of Mind STATE Image ................................................................... 27
Appendix: Attribute Importance vs. STATE Performance .................................... 28
Appendix: Activity Prevalence vs. STATE Performance ....................................... 29
Appendix: State Travel Party ................................................................................ 30
Appendix: Demographics ..................................................................................... 31
Strategic Marketing & Research, Inc. Page 2
Executive Summary
The research findings indicate that State faces a number of challenges in attracting additional
visitors to the state. State is not currently viewed as a top tier destination, and it faces a
competitive disadvantage compared to the leading states. Instead, State is viewed as “one of a
pack” of Western destinations that all share the fact that they have beautiful scenery, but are
seen as rugged, less developed, non-urban states to visit.
The key challenge for State is to develop a brand position that can differentiate it from the other
similar competitors (Utah, New Mexico, Colorado and Texas) and generate additional interest in
visiting. This will require building on current perceived strengths, but also positioning the state in
a new and somewhat different way.
In terms of tourism product, the current image of the state is fairly fixed – and whether people
are likely to visit or not likely to visit, they see the state in the same way. The defining strength is
the scenery, but this is not unique to State. In terms of the product focus, State should:
• Focus more as an adult destination. The other competitors are better positioned for
the family market, and State can differentiate with the adult focus.
• Promote the melding of cultures in the state that supplements the beautiful scenery
and many outdoor activities. State is viewed more strongly as the state where people
can enjoy Old West culture and Native American culture. While focusing on these
activities is not as important, it makes sense to present the beauty and activities of the
state infused with these distinct and interesting cultures.
• Begin to promote more of the developed/urbanized culture and activities, which State
does not currently get credit for. For instance, unique local dining represents a good
opportunity to promote to increase interest.
• In terms of scenery, it is important to show the breadth of the scenery available and
focus on the “green” aspects of the state as well as the desert beauty.
State also needs to create a more appealing personality. It is currently not seen as particularly
welcoming or fun. The brand should communicate this personality. In addition, the brand and
the advertising should position State as a place that is authentic and inspiring. This can be
somewhat challenging in terms of differentiation – as the other competitors also try to own this
space (Utah with Life Elevated, Colorado with Come to Life etc.). Therefore, the personality needs
to be coupled with the product and the feel of the state to create a motivating and meaningful
brand.
Strategic Marketing & Research, Inc. Page 3
Background & Objectives
The State Office of Tourism (SOT) is committed to building a brand architecture that defines
the Grand Canyon State as a world-class travel destination. The ultimate goal of this
branding strategy is to influence leisure trips to State that would have not occurred without
the marketing efforts.
Key to these efforts is developing advertising and branding that create interest in visiting
the state and position State in a way that differentiates it from the competition. This
information will help refine and develop the state's tourism brand and develop new
advertising creative.
The State Office of Tourism has contracted with Strategic Marketing & Research, Inc.,
(SMARI) to provide insight into these issues through market research.
The specific goals of this research are:
Assess the overall image of State from the perspective of current and
potential visitors;
Identify key attitudes/perceptions about State as a destination,
including perceptions of its key strengths and weaknesses;
Define the prevailing market position, or positioning profile, of the area
in the context of consumer perceptions vis-à-vis those of key
competitors, which are driven by imagery and selection criteria;
Investigate the competitive landscape and identify ways in which State
can differentiate and position itself as the preferred destination;
Identify key motivators – both rational (product) and emotional – to
visitation of the area and its key competitors and how the state can
prompt additional consideration and visitation;
Explore differences in markets that may exist and how they relate to
State 's brand; and
Recommend a sustainable brand and image strategy that will position
State as a desirable destination and differentiate it from key
competitors.
Strategic Marketing & Research, Inc. Page 4
Methodology
To address these questions, SMARI utilized an online survey among the targeted
audience. A total of 1,035 surveys were completed among this audience, with
the geographic distribution shown below. To qualify for the survey respondents
had to:
• Be involved in making decisions regarding travel destinations
• Have taken an overnight leisure trip in the past year
• Have household income of at least $50K
Data collection was completed between April 16 and April 26, 2013. A copy of
the survey instrument is included in the Appendix of this report. Upon
completion of the data-collection process, an SPSS dataset was compiled for
analysis. A number of statistical techniques were used in the analysis, including
perceptual mapping, driver analysis, gap analysis, correlation and regression. The
following report details the key findings from this research.
•323 interviews
•Southern CaliforniaGroup1
•304 interviews
•Midwestern states (MI, MN, IL)Group 2
•408 interviews
•Remaining nationalGroup 3
Strategic Marketing & Research, Inc. Page 5
Competitive Travel Situation
Competitive perceptions have been
reviewed in detail, which led to a
better understanding of how the
target audience perceives State
relative to other states and how that
image could be built upon to create a
stronger image that will generate
interest in State travel. Evaluating
rates of past and likely travel to the
competitor states provides a deeper
understanding of where State stands
relative to the competition.
Just under three-quarters of the
target audience has some level of
familiarity with State in terms of
what it has to offer as a destination
for a leisure trip. This puts State right
in the middle of the competitive pack
– below California, Florida, Nevada,
and Hawaii, but above Colorado,
Texas, Utah and New Mexico. Rates
of past and future likely travel
expectedly tell a very similar story –
State is in the middle of the
competitive pack.
The overall state ratings also indicate
that State is a “middle of the
competitive pack” state.
Interestingly, State has the highest
percentage of “good” ratings of any
state tested. The opportunity is to
use the findings from this image and
positioning study to refine the
branding strategy and change the
perception of State from “good” to
an “excellent” destination that
people want to visit.
58%51%41%35%28%24%21%15%15%
30%37%
38%40%44%43%41%
34%35%
88%88%
79%75%72%68%62%
50%49%
Competitive Familiarity
Very Familiar Somewhat Familiar
70%68%
59%
48%
38%38%38%
23%22%
45%
37%35%
26%29%
21%21%
15%15%
Competitive Travel/Likely Travel
Ever Visited Likely to Visit in Next 2 Years
67%60%51%
33%39%27%21%18%19%
24%29%34%
45%39%
47%
43%43%40%
91%89%
85%78%77%74%64%
60%59%
Competitive Overall Rating
Excellent Good
Strategic Marketing & Research, Inc. Page 6
State Image
This research effort is designed
to help SOT and its advertising
agency understand the current
competitive situation and how
the state is viewed by past and
potential visitors. Much of the
analysis is based on how
consumers currently view the
state, how that compares to
their image of competitors, and
how these images and
perceptions drive their overall
evaluation of the state, as well
as interest and likelihood to
visit.
A key element of the research
was to have respondents rate
State and its competitors in
relation to 37 different
attributes that could relate to their image of the state as a travel destination. The ratings
utilized a 5-point scale, where the higher the rating, the stronger the perceived
performance.
With this type of scale, generally a score of 4.0 or higher denotes a key strength, while
ratings of 3.8 and 3.9 are strong. Ratings below this level generally are less likely to be
areas of strength, although this can depend upon the competitive set.
In terms of its overall ratings, State gets especially strong reviews in three areas:
• Has beautiful scenery
• Great for visiting state/national parks
• Easy to fly to
The state also is viewed as a good place to experience both Native American and Old West
culture, as well as the great outdoors. It is viewed as having lots of unique things to see
and do, with many historical and cultural heritage sites. There are also many other
potential strengths, including first class resorts and being a good value.
In terms of lower ratings, the state does not seem to be viewed as a good place for urban
experiences, and this includes attributes relating to nightlife, arts and spas. Dining does
not seem to be a perceived strength, and even golfing receives a relatively weak rating.
3.8
3.8
3.8
3.8
3.8
3.8
3.8
3.8
3.8
3.8
3.9
3.9
3.9
3.9
3.9
3.9
3.9
4.0
4.0
4.2
Is a good value for the money
Offers a wide variety of cultural activities
Warm, friendly people
Great vacation for couples
Offers activities that allow me to customize my…
Is a good place to go to relax by the pool
First class resorts & hotels
Has enjoyable weather
Is welcoming to everyone
Is a fun place to visit
Offers something for the whole family
Is a good place to go for a relaxing vacation
Has many historical and cultural heritage sites
Has many unique things to see and do
Great for outdoor adventure
Great for experiencing the culture of the Old West
Great for Native American culture
Easy to fly to
Great for visiting state/national parks
Has beautiful scenery
State Attribute Ratings (5-point scale)
Strategic Marketing & Research, Inc. Page 7
Of course, as mentioned earlier, to some degree the absolute ratings are less
meaningful, and the key is how State is viewed compared to its competitive set.
For this research eight other states were considered as competitors: California,
Colorado, Florida, Hawaii, Nevada, New Mexico, Texas and Utah. The best way
to compare across states is to use an index. The index compares the rating for
each state to the average rating across all competitors. With an index a score of
100 represents being average, while 115 would be 15% above the average of the
other states, while 85 would be 15% below the average.
Indexes show that State does not rate the highest on any image attributes – there is not
one of these categories where State is viewed to be the best within this competitive set. In
fact, in terms of the highest ratings for beautiful scenery, State is considered average;
Hawaii, Colorado, California and Utah all rate better.
Image Attribute State Comp Comp2 Comp3 Comp4 Comp5 Comp6 Comp7 Comp8
Great for Native American culture 116 97 104 79 83 91 119 107 103
Great for experiencing the culture of the Old
West 116 100 108 65 73 99 110 119 110
Great for Hispanic culture 107 114 97 94 74 88 116 117 91
Great for visiting state/national parks 106 108 110 90 99 88 98 97 105
Has many historical and cultural heritage sites 103 104 101 89 103 88 102 109 100
Is a good value for the money 103 96 102 99 93 103 100 101 103
Great for outdoor adventure, like mountain
climbing/bicycling, hiking/backpacking, hunting
and fishing
102 106 111 86 103 87 102 96 107
Great for camping 102 106 114 83 90 86 103 101 113
Great for golfing 101 110 91 109 105 101 93 93 98
Has beautiful scenery 101 105 106 94 111 90 98 93 102
Easy to fly to 100 105 100 103 92 105 95 102 96
Great for wildlife/bird viewing 100 101 108 95 107 85 98 99 106
Offers a wide variety of cultural activities 100 110 101 95 106 90 101 102 96
2.9
3.3
3.3
3.4
3.4
3.5
3.5
3.5
3.6
3.6
3.6
3.6
3.6
3.6
3.7
3.7
3.7
Exciting Casinos
Is a good place to enjoy the urban experience
Great for attending a pro or college sporting event
Great nightlife entertainment
Offers lots of water sports activities
Great for Hispanic culture
Excellent museums/art galleries/performing arts
Great world-class spas or spa treatments
Great for attending festivals/fairs/events
Is a good place to go to pamper yourself
Great for camping
Great for wildlife/bird viewing
Offers a wide variety of shopping opportunities
Great for golfing
Offers fine dining options
Offers unique dining options
Is an exciting place to visit
State Attribute Ratings (5-point scale)
Scenery, parks, and
easy flight access
are perceived
strengths.
State receives
relatively low
ratings for urban
experiences, and
this includes
attributes relating
to nightlife, arts and
spas.
Strategic Marketing & Research, Inc. Page 8
In fact, State rates below average in the majority of categories. While in most, State is only
slightly below average, this suggests that the state has not established meaningful points
of differentiation within this competitive set.
Image Attribute State Comp Comp2 Comp3 Comp4 Comp5 Comp6 Comp7 Comp8
Great for attending a professional or college
sporting event 99 116 106 99 84 90 92 111 102
Is a good place to go for a relaxing vacation 99 104 101 104 112 94 93 93 100
Is a good place to go to relax by the pool 99 108 88 112 112 106 91 94 90
Excellent museums/art galleries/performing arts 97 114 103 93 98 94 100 102 99
Great for attending festivals/fairs/events 97 108 101 97 99 92 102 102 102
Has many unique things to see and do 97 108 99 100 109 98 95 97 96
Great world-class spas or spa treatments 97 111 94 100 111 110 90 93 95
Offers something for the whole family 97 107 100 107 108 90 94 98 98
Offers activities that allow me to customize my
experience 97 108 99 102 107 101 91 99 96
Warm, friendly people 97 97 104 98 111 96 98 101 98
Is welcoming to everyone 97 103 99 100 109 100 98 97 97
Exciting casinos 97 102 93 90 89 148 100 90 92
Great vacation for couples 97 107 99 100 114 105 90 93 95
Is a good place to enjoy the urban experience 96 116 101 98 92 100 96 106 96
Has enjoyable weather 96 112 95 104 115 96 92 96 95
First class resorts & hotels 95 109 96 103 110 111 90 95 90
Is a fun place to visit 95 106 101 103 109 103 92 96 95
Offers unique dining options 95 110 97 100 108 106 94 98 92
Is a good place to go to pamper yourself 95 109 95 101 115 106 92 94 93
Offers fine dining options 95 110 99 103 107 108 90 99 90
Offers a wide variety of shopping opportunities 94 112 98 104 103 107 91 100 92
Is an exciting place to visit 94 109 102 99 112 105 91 97 92
Offers lots of water sports activities, like boating
and river rafting 93 108 102 111 115 87 91 93 100
Great nightlife entertainment 91 114 95 103 108 119 88 96 86
The findings highlight that Hawaii and California are generally viewed as much more
appealing than the other competitors. In addition, Colorado leads as the outdoor
adventure state, Nevada provides nightlife and luxury, and Texas has history and Hispanic
and Old West culture.
Of course, consumers don’t routinely consider destinations in terms of a list of attributes.
Their image of a destination is more holistic and includes a combination of perceptions of
strengths and weaknesses. To better mirror how consumers view a destination, a
procedure called perceptual mapping is used. It statistically analyzes consumers’ ratings of
all the destinations to create a map that locates each of the attributes and the state relative
to one another.
A review of this process and findings will further illuminate the current competitive
landscape and begin to pinpoint how State can begin to position the state more effectively.
State has not
established
meaningful
points of
differentiation
within its
competitive set.
Strategic Marketing & Research, Inc. Page 9
Perceptual Image Map
The challenge with all the data reviewed up to this point is that in reality, in the minds of
potential travelers, all this imagery and the competitive context need to be considered
together. We need to view strengths and weaknesses and motivational drivers along with
image differentiators. The key to branding is not merely a function of promoting a
destination’s assets, but viewing them in a holistic way that defines the appeal and what
makes it special. Unfortunately, no list of attributes and their comparative ratings can fully
capture these issues.
It is for this reason that perceptual mapping is often employed. A perceptual map provides
a visual interpretation of how the target audience perceives the competitor states relative
to one another. The map shows how the various image attributes group together, providing
a framework for understanding how the target audience differentiates the states. The axes
are labeled for ease of interpretation.
Attributes near each other are seen as similar on the relevant dimensions by the traveler.
The competitive landscape or space is defined by all the interrelationships of attributes,
personality and destinations.
This map suggests that destinations are viewed as either more appropriate for adults, or
more appropriate for families. In addition, destinations tend to excel in having nice
weather and lots of water, or in terms of providing more of authentic culture.
Parks
Wildlife
viewing
Camping
Sporting events
Golf
Museums/galleries
Native American
culture
Hispanic culture
Old West
culture
Casinos
Nightlife Resorts
Something for
whole family
Great for
couples
Easy to fly to
Friendly people
SceneryEnjoyable weather
Exciting
Value
Historical sites
Relaxing
Cultural activities
Water sports activities
Relax by pool
Statecompetitor
competitor
competitor
competitor
competitorcompetitor
competitor
Adult
Family
Weather/Water Culture
Adult
Family
Strategic Marketing & Research, Inc. Page 10
This provides the opportunity to consider the overall positioning of the competitive states:
Nevada is clearly defined by Las Vegas and is viewed as the adult destination.
California and Hawaii are defined by the weather and generally the ocean.
The rest of the states – Texas, Colorado, Utah, New Mexico and State – are viewed
as more family-oriented destinations, that offer more culture compared to
weather/water.
Interestingly, none of the states is viewed as a more adult/cultural.
One way that the perceptual map is often used is to identify how those who are likely to
visit the state place it on the map compared to those unlikely to visit. The "gap" can identify
opportunities. But, for State, the positioning of these two groups is very similar. This
indicates that whether people are likely to visit the state or not - they view it in a similar
manner. This is often not the case, and can suggest that additional education about a
destination will change perceptions. But for State the current perceptions are fairly
entrenched.
Therefore, State must look at options for creating more differentiation and for emphasizing
positive perceptions, while overcoming barriers to interest. Next we will look at “gap
analysis” to identify the image attributes that identify State’s differentiators, imperatives
and opportunities.
likely to visit
not likely to visit
StateWeather/Water Culture
Adult
Family
State’s image does
not differ between
those who are likely
to visit and those
who are not likely
to visit.
Strategic Marketing & Research, Inc. Page 11
Image Opportunities
The exercises to this point have confirmed State’s image relative to the competitive states,
but have not necessarily provided direction for future marketing communication. One way
to identify messaging opportunities is to compare the importance of various destination
image attributes to State’s current rating, or “performance” on these attributes. This type
of gap analysis identifies both key drivers of the image as well as opportunities to change
the current positioning.
The analysis looks at how important the attributes are to consumers versus how State
performs. It should be noted that some attributes are less important simply because they
have more of a niche appeal. Therefore, these should not necessarily be dismissed, but
rather approached as important to smaller target audiences. The analysis creates four
groups of attributes:
Imperatives – These are attributes that are important to consumers and where
State performs fairly well. These are attributes that should continue to be
reinforced, although they don't necessarily need to be front and center in the
marketing message.
Differentiators – These are attributes that are less important to consumers but
where State performs well. These tend to be good points of differentiation.
Opportunities – These include attributes that are important to consumers, but
where State is not viewed as having strength. If the perceptions of performance
are wrong, and the product is strong in these areas, they provide opportunities to
increase the state’s overall image as well as interest in visiting
Indifferences – These are attributes that are of little interest to consumers and
where State is not perceived to have strength. These should not be a focus in
advertising, although they can still be promoted in specific targeted efforts, if that
makes sense.
The graphic below shows the quadrants resulting from this comparative exercise, and there
are several noteworthy findings:
The differentiators include Native American culture and Old West culture. Focusing
on these attributes, especially as they appeal to adults, could be a good option for
differentiating State from the other competitive states that were clustered nearby.
State must continue to communicate about some of its key strengths, including
scenery, national parks and weather.
The opportunities seem to cluster in two categories – first, making the state seem
more welcoming, exciting and fun; and second, promoting some of the more urban
and luxury options.
Trip activities in
the upper
quadrants and the
lower right
quadrant
represent
opportunities for
advertising
d l t
Strategic Marketing & Research, Inc. Page 12
Performance
Importance
DIFFERENTIATORS IMPERATIVES
OPPORTUNITIESINDIFFERENCES
These attributes represent current strengths which
help to differentiate the destination from other
competitors and should be promoted.
These attributes represent characteristics that people
expect to find in a destination and which are existing
strengths which should be preserved.
This quadrant represents areas of weakest influence
in that they are not motivators or differentiators but
rather characteristics that are, at best niche
motivators and at worst barriers to be avoided.
These attributes also represent characteristics that
people look for in a destination which represent
competitive weaknesses and need improvement.
NARROW TRAVEL APPEAL BROAD TRAVEL APPEAL
• Native American culture
• Old West culture
• Outdoor adventure
• Scenery
• Parks
• Easy to fly to
• Historical sites
• Relax by pool
• Family destination
• First class resorts
• Value
• Great for couples
• Customized experience
• Unique things to see & do
• Relaxing
• Enjoyable weather
• Casinos
• Hispanic culture
• Sporting events
• Urban experience
• Nightlife
• Water sports
• Golf
• Wildlife
• Shopping
• Festivals
• Exciting
• Welcoming
• Fun
• Friendly
• Cultural activities
• Unique dining
• Fine dining
• Museums
• Place to pamper
There is an
opportunity to use
marketing to
promote images
such as exciting,
welcoming, fun,
and friendly.
Tables showing top 2
box importance and
top 2 box State
performance can be
found in the
Appendix.
Strategic Marketing & Research, Inc. Page 13
State Personality
The importance vs. performance analysis identified destination attributes that offer
potential for marketing communications. For instance, interest in State travel is likely to
increase if SOT is able to make the target audience feel that State is more welcoming,
exciting and fun and offers urban and luxury options. But destination attributes and
activities are just one piece of the puzzle.
Destinations also need to have a “personality” to
frame their image. This personality needs to fit the
current perceptions of the destination, while also
appealing to the target audience. This research
explored state personality by having respondents
rate how well a set of personalities describe State
and competitive states.
State received its highest ratings for rugged,
adventurous and authentic. The state is less likely
to be thought of as luxurious, sophisticated, hip or
elegant. Indexing the personality ratings reveals
that State and New Mexico rate the highest of any
state for rugged. This is the only personality
attribute for which State rated the highest.
Personality State Comp Comp2 Comp3 Comp4 Comp5 Comp6 Comp7 Comp8
Rugged 110 89 115 74 95 89 110 108 109
Old-fashioned 105 87 105 83 93 85 110 115 119
Down to earth 103 94 105 93 105 84 103 105 107
Authentic 101 97 102 94 109 92 101 103 101
Laid-back 101 98 104 97 112 85 100 102 102
3.1
3.2
3.2
3.3
3.3
3.3
3.4
3.5
3.5
3.5
3.6
3.6
3.6
3.7
3.7
3.8
3.8
3.8
3.8
3.8
3.8
3.9
3.9
3.9
Elegant
Hip
Sophisticated
Luxurious
Old-fashioned
Progressive
Unexpected
Vibrant
Lively
Inspirational
Rejuvenating
Exciting
Diverse
Unforgettable
Laid-back
Comfortable
Relaxing
Fun
Friendly
Down to earth
Welcoming
Authentic
Adventurous
Rugged
State Personality Ratings
(5-point scale)
State is seen as a “rugged”
destination relative to the other
states in the competitive set.
Strategic Marketing & Research, Inc. Page 14
The personality attributes on which State indexes below average are owned by Hawaii and
California. These two states have numerous leisure travel attractions and activities that
appeal to a wide swath of people and are thus able to take on several different
personalities. But this should not be a concern for this research. The critical task lies in
identifying the personality attributes that will help to differentiate State from the other
western U.S. states while also driving interest in travel.
Personality State Comp Comp2 Comp3 Comp4 Comp5 Comp6 Comp7 Comp8
Adventurous 99 102 107 95 106 96 98 96 100
Inspirational 99 102 105 92 112 90 100 96 103
Relaxing 99 101 102 103 115 93 95 93 100
Comfortable 98 102 100 100 112 97 96 96 99
Friendly 97 96 101 97 111 97 100 98 102
Welcoming 97 98 101 98 111 100 98 98 100
Rejuvenating 96 104 100 100 117 94 96 95 98
Diverse 95 113 98 101 106 102 97 96 92
Unexpected 95 103 99 93 109 102 100 97 102
Unforgettable 95 104 103 96 113 101 96 93 98
Fun 94 106 100 102 109 105 92 94 97
Exciting 93 107 101 100 109 108 94 94 93
Sophisticated 92 114 101 96 106 106 94 95 97
Progressive 92 115 103 100 108 104 95 91 92
Vibrant 92 108 101 99 110 109 94 95 93
Lively 91 111 99 102 107 113 92 98 87
Luxurious 90 113 96 100 118 113 91 88 90
Elegant 90 113 97 98 114 108 93 93 93
Hip 90 118 98 102 106 111 91 93 90
Strategic Marketing & Research, Inc. Page 15
Perceptual Personality Map
Perceptual mapping, which previously helped to reveal State’s competitive image, can also
be used to show the states’ relative personality types. Similar to the image map, State
resides near the other western states of Texas, Colorado, New Mexico and Utah, which are
seen as rugged and somewhere in between engaging and laid-back.
The personality map shows that there is a
clear difference between the way likely State
visitors and those unlikely to visit the state
perceive State’s personality. The likely
visitors place State in the inspirational/laid-
back quadrant. This space is currently
unoccupied by competitor states, which
presents an opportunity for State to own a
personality that is linked to interest in visiting
the state.
Friendly
Fun
Lively
Luxurious
Exciting
Adventurous
Vibrant
Comfortable
Progressive
Hip
Down to earth
Relaxing
Laid-back
Old-fashioned
Sophisticated
Elegant
Inspirational
Rejuvinating
Diverse WelcomingUnexpected
Rugged
Unforgettable
Authentic
State
Competitor Competitor
Competitor
Competitor
Competitor
Competitor
Competitor
Engaging
Laid-back
Refined Inspirational
likely to visit
not likely to
visit
State
Engaging
Laid-back
Refined Inspirational
There is an opportunity to achieve a
differentiated and motivating state personality.
Competitor
Strategic Marketing & Research, Inc. Page 16
But how can State achieve this personality shift? Improving State’s ratings to 4.0 on
inspirational and authentic would result in the desired personality shift. These attainable
improvements would put State in a stronger and differentiated position relative to
competitor states. These attributes and this personality could fit well with a state that
offers a taste of various cultures (Old West & Native American), in a setting of beautiful
scenery.
Personality Attribute Current
Rating
Improved
Rating Change
Inspirational 3.5 4.0 0.5
Authentic 3.9 4.0 0.1
Thus far we have identified destination image attributes and trip activities that offer
potential for creative development and marketing communications in general. The
importance vs. performance analysis identified which attributes and activities offer
opportunities for differentiation, existing strength reinforcement, and improving
competitive weaknesses. We have also recognized that the destination “personality” that
will help to differentiate State and generate interest in visiting can be achieved by
promoting the state as “inspirational” and “authentic.” Next we will review specific imagery
and trip activities that could be featured in future advertising creative.
likely to visit
not likely to visit
State
improved
position
Engaging
Laid-back
Refined Inspirational
Promoting State as
an inspirational and
authentic
destination will help
to differentiate the
state and generate
interest in visiting.
Strategic Marketing & Research, Inc. Page 17
Picture Opportunities
Appealing images are one of the most important elements of effective tourism
advertising. Images capture attention, showcase the product and generate interest in
visiting. A case in point is the 2012 State print advertising. These ads showcased full-page
images of beautiful, dramatic and iconic State scenery – and they received some of the
highest evaluative ad ratings that SMARI has ever observed.
2012 STATE Print Advertising… Rating
(5-point scale)
Offers beautiful landscapes & scenery 4.5
Makes you want to visit the state 4.0
This image and positioning research tested
a group of State images in a couple of ways.
First, respondents were asked which state
comes to mind when they see the image.
Second, respondents were told that all of
the images were of State and asked to
indicate which would make them more
interested in visiting the state.
The pictures that are most likely to bring
State to mind are golf, Grand Canyon, the
Jeep on rocks, the rock tower with climber,
and Antelope Canyon. Very few consumers
said that the other images brought State to
mind. So what does this mean in terms of
marketing strategy? We can again employ
an “importance vs. performance” exercise
that identifies images that are
differentiators, imperatives, opportunities
and indifferences. In this case the
“importance” refers to the percentage of
people who said that an image would make
them more interested in visiting State. “Performance” refers to the percentage who
indicated that State came to mind when they saw the picture.
*The golf picture includes a saguaro cactus, which could be driving its
connection with State.
3%
6%
6%
8%
10%
10%
10%
12%
13%
32%
36%
41%
54%
59%
Reflecting Lake
Havasu Falls
Green Canyon with Train
Fine Dining
Hotel Pool
Poppies and Lupines
San Xavier
Baseball Autograph
Vineyard Couple
Antelope Canyon
Rock Tower with Climber
Jeep on Rocks
Grand Canyon Family
*Golf
% who said STATE comes to mind
when they saw the picture of...
Strategic Marketing & Research, Inc. Page 18
The “opportunity” lies in the images that are not currently strongly associated with State
but are likely to increase interest in visiting the state. These are in the bottom-right
quadrant and include the poolside, the lake, the poppy field, the fine dining table, Havasu
Falls, Verde, and San Xavier. The images that are currently associated with State and
generate interest in visiting are the Grand Canyon, the rock tower and Antelope Canyon.
These are iconic images that should be preserved. These are round in the upper-right
quadrant. The golf/saguaro and Jeep images are in the upper-left quadrant, which indicates
that they are currently associated with State but are less likely to motivate travel. Images
like these could be used as differentiators. The baseball and vineyard pictures are not
strongly associated with State and do not have broad motivational appeal. These images
are not strong candidates for inclusion in advertising. However, these could be used in
niche promotions, especially if an iconic link such as a saguaro is added. This iconic cactus
helped the golf ad to have a strong association with the state. The bottom line is that
advertising should include a mix of iconic and new/ideal images. The images must represent
the state but also pique new interest in visiting.
Association with AZ
Motivational
Power
DIFFERENTIATORS IMPERATIVES
OPPORTUNITIESINDIFFERENCES
These images are currently associated with Arizona
and help to differentiate the destination from other
competitors and should be considered for advertising.
These images represent things that people expect to
find in Arizona and which are existing strengths that
should be preserved.
This quadrant represents images that are not likely to
be associated with Arizona and would not increase
interest in visiting the state.
These images represent things that people do not
associate with Arizona, but would increase interest in
travel and thus are areas for improvement.
NARROW TRAVEL APPEAL BROAD TRAVEL APPEAL
State
Strategic Marketing & Research, Inc. Page 19
Activity Opportunities
Effective tourism advertising will
also showcase the destination’s
activities that are appealing and
generate interest in visiting the
area. This research assessed
activities in two ways: participation
rates and identification of the best
state in which to do the activity.
The chart shows the percentage of
the target audience that
participates in each activity always
or often while on a leisure trip. It
also shows the percentage that
selected State as the best state to
participate in the activity.
It seems that several activities
represent opportunities based on
high activity participation and low
percentage who chose State as the
best place to experience the
activity. With the exceptions of
experiencing the culture of the Old
West and taking in Native
American culture, the gap between
participation and State selection is
quite large. But this result is not
unexpected. The fact that there are
eight other states in the
competitive set drives the low
State selection rates. For more
guidance on which activities
represent opportunities for State
advertising, we again turn to
quadrant exercise.
The activities with relatively high
participation rates and relatively
low identification with State
represent opportunities for
5%
10%
13%
13%
7%
9%
29%
7%
28%
4%
4%
4%
4%
8%
9%
3%
8%
4%
11%
16%
13%
12%
5%
13%
7%
6%
9%
22%
26%
27%
31%
31%
32%
38%
39%
42%
44%
45%
45%
46%
47%
48%
49%
58%
62%
64%
65%
67%
71%
72%
72%
77%
78%
79%
Skiing/cnowboarding
Taking in Hispanic culture
Playing golf
Visiting a spa
Attending a professional or
college sporting event
Going camping
Taking in Native American
culture
Participating in water sports
activities, like boating and…
Experiencing the culture of the
Old West
Visit a vineyard or brewery
Visiting a casino
Participating in activities that
are fun for children
Attending a concert, theater
or performing arts
Viewing wildlife/birds
Experiencing outdoor
adventure, like mountain…
Experiencing nightlife
entertainment
Visiting a museum or art
gallery
Experiencing fine dining
Relaxing by the pool
Visiting state/national parks
Visiting small towns and rural
areas
Experiencing the unique
culture of the area
Shopping
Visiting historical sites
Driving on scenic byways or
roads
Experiencing unique local
dining
Touring/sightseeing
Trip Activities
% who always or often
participate
% who picked AZ as best
place for activity
Strategic Marketing & Research, Inc. Page 20
improvement and can be found in the bottom-right quadrant. Current strengths are
defined by relatively high activity prevalence and relatively high selection of State as the
best state for the activity. Advertising should work to reinforce these activities, which are
found in the upper-right quadrant. The activities in the upper-left quadrant are those with
lower participation rates that are associated with State. These activities differentiate the
state and can be included in advertising, although they are not likely to spur new interest
in visiting the state.
Association with AZ
Activity
Prevalence
DIFFERENTIATORS IMPERATIVES
OPPORTUNITIESINDIFFERENCES
These activities are relatively strongly associated with
Arizona and help to differentiate the destination from
other competitors and should be considered for
advertising.
These activities represent things that people expect to
do in Arizona and which are existing strengths that
should be preserved.
This quadrant represents activities that are not likely
to be associated with Arizona and have relatively low
participation rates.
These activities represent things that people do not
associate with Arizona, but are done often on leisure
trips and thus are areas for improvement.
NARROW TRAVEL APPEAL BROAD TRAVEL APPEAL
• Playing golf
• Taking in Hispanic culture
• Visiting a spa
• Taking in Native American Culture
• Experiencing the culture of the old
west
• Visiting state or national parks
• Visiting small towns and rural areas
• Visiting historical sites
• Experience unique culture of area
• Relax by the pool
• Camping
• Attending sporting events
• Skiing/snowboarding
• Visit a vineyard or brewery
• Nightlife
• Attend a concert or theater
• Activities that are fun for children
• Casino
• Water sports
• Touring/sightseeing
• Scenic drives
• Unique local dining
• Fine dining
• Shopping
• Museum/gallery
• Outdoor adventure activities
• Viewing wildlife/birds
Effective tourism advertising showcases the destination’s activities that
generate interest in travel and differentiate the destination.
State
Strategic Marketing & Research, Inc. Page 21
Market Differences
There were very slight differences across target
markets relating to state image/personality ratings,
destination selection criteria, and trip activities. The
differences were so slight that advertising and
branding strategies can be very similar across
markets. In fact, the only notable differences
between markets are in terms of familiarity and past
travel/future travel intent. And these differences are
what would be expected given the three target
markets and their geography/access to State.
The Southern California market has the highest rates
of past State travel, but future likely travel is similar
to the other markets. When it comes to rating State
overall as a leisure destination, there is basically no
difference between the Southern California and
Midwestern audiences – and the remaining national
audience rates State only slightly lower. This rating
parity transfers into the previously reviewed specific
imagery assessments, making it unnecessary to have
different branding strategies for each market. This is
not to say that some targeted messages could make
sense – such as weekend getaways for the nearby
Southern California market or flight deals for the
more distant national markets. Additionally, past
research has shown that State can be a tough sell to
the Southern California audience due to a “been
there, done that” mentality. It is important to give
this audience new reasons to consider State for a
leisure trip.
38%28%22%
46%
41%45%
83%
69%66%
Southern
California
MW States
(MI, MN, IL)
Remaining
National
Familiarity with State by Target Market
Somewhat familiar
Very familiar
65%
43%38%31%26%21%
Southern
California
MW States
(MI, MN, IL)
Remaining
National
State Travel by Target Market
Ever Visited AZ Likely to Visit AZ in Next 2 Years
There is no need to have completely different State branding strategies across target markets. But it
will be important to show unexpected or new attractions to the California audience, which we know
can have a “been there done that” attitude toward State.
28%31%25%
48%45%47%
76%76%72%
Southern
California
MW States
(MI, MN, IL)
Remaining
National
State Rating by Target Market
Good
Excellent
Strategic Marketing & Research, Inc. Page 22
That said, there are a couple of differences in the way the Southern California audience
perceives the relative importance of destination attributes in the context of how well they
feel that State delivers on these attributes. When using only the Southern California
audience to perform the importance vs. performance analysis that results in the four
marketing potential quadrants, we get almost the exact same result as when the entire
target audience was included. The only differences are than enjoyable weather moved from
the “imperative” quadrant to the “opportunity” quadrant and museums moved from the
“opportunity” quadrant to the “indifferences” quadrant. Southern Californians have good
weather themselves, so they rate State lower for having enjoyable weather. However, to
say that it is an opportunity to improve the perception of State weather to Southern
Californians is a bit misleading. Generally when attributes fall into this quadrant they do
represent opportunities, but in this case weather should probably simply be ignored when
marketing State to the Southern California audience. The fact that museums moved to the
“indifference” quadrant is simply the result of Southern Californians putting slightly less
importance on visiting museums during leisure travel.
Performance
Importance
DIFFERENTIATORS IMPERATIVES
OPPORTUNITIESINDIFFERENCES
These attributes represent current strengths which
help to differentiate the destination from other
competitors and should be promoted.
These attributes represent characteristics that people
expect to find in a destination and which are existing
strengths which should be preserved.
This quadrant represents areas of weakest influence
in that they are not motivators or differentiators but
rather characteristics that are, at best niche
motivators and at worst barriers to be avoided.
These attributes also represent characteristics that
people look for in a destination which represent
competitive weaknesses and need improvement.
NARROW TRAVEL APPEAL BROAD TRAVEL APPEAL
• Native American culture
• Old West culture
• Outdoor adventure
• Scenery
• Parks
• Easy to fly to
• Historical sites
• Relax by pool
• Family destination
• First class resorts
• Value
• Great for couples
• Customized experience
• Unique things to see & do
• Relaxing
• Casinos
• Hispanic culture
• Sporting events
• Urban experience
• Nightlife
• Water sports
• Golf
• Wildlife
• Shopping
• Festivals
• Museums
• Exciting
• Welcoming
• Fun
• Friendly
• Cultural activities
• Unique dining
• Fine dining
• Place to pamper
• Enjoyable Weather
Museums do not
represent an
opportunity for the
Southern California
audience.
Enjoyable State
weather would be a
tough sell to the
Southern California
audience.
Strategic Marketing & Research, Inc. Page 23
Appendix: Familiarity with
States by Market
State Remaining National Southern California Midwestern States
Very familiar 22% 38% 28%
Somewhat familiar 45% 46% 41%
Not familiar 34% 17% 31%
100% 100% 100%
California Remaining National Southern California Midwestern States
Very familiar 46% 91% 41%
Somewhat familiar 39% 8% 41%
Not familiar 15% 1% 18%
100% 100% 100%
Colorado Remaining National Southern California Midwestern States
Very familiar 25% 21% 27%
Somewhat familiar 41% 44% 44%
Not familiar 33% 34% 29%
100% 100% 100%
Florida Remaining National Southern California Midwestern States
Very familiar 58% 30% 63%
Somewhat familiar 32% 49% 32%
Not familiar 10% 21% 5%
100% 100% 100%
Hawaii Remaining National Southern California Midwestern States
Very familiar 29% 43% 36%
Somewhat familiar 43% 39% 37%
Not familiar 27% 18% 28%
100% 100% 100%
Nevada Remaining National Southern California Midwestern States
Very familiar 35% 56% 34%
Somewhat familiar 38% 35% 40%
Not familiar 27% 9% 26%
100% 100% 100%
New Mexico Remaining National Southern California Midwestern States
Very familiar 14% 16% 14%
Somewhat familiar 36% 35% 32%
Not familiar 50% 49% 54%
100% 100% 100%
Texas Remaining National Southern California Midwestern States
Very familiar 25% 17% 19%
Somewhat familiar 42% 39% 42%
Not familiar 33% 44% 38%
100% 100% 100%
Utah Remaining National Southern California Midwestern States
Very familiar 14% 21% 11%
Somewhat familiar 33% 42% 29%
Not familiar 53% 37% 60%
100% 100% 100%
Strategic Marketing & Research, Inc. Page 24
Appendix: Travel/Likely Travel by Market
State Ever Visited Remaining National Southern California Midwestern States
State 38% 65% 43%
61% 89% 63%
37% 35% 41%
75% 45% 83%
32% 51% 32%
50% 78% 50%
23% 25% 20%
42% 32% 38%
21% 32% 13%
States Likely to Visit in Next 2
Years Remaining National Southern California Midwestern States
State 21% 31% 26%
36% 70% 29%
21% 21% 21%
44% 24% 41%
26% 35% 27%
30% 48% 28%
14% 15% 16%
23% 17% 22%
14% 17% 13%
Strategic Marketing & Research, Inc. Page 25
Appendix: Overall State Ratings
by Market
State Remaining National Southern California Midwestern States
Excellent 25% 28% 31%
Good 47% 48% 45%
Fair 24% 21% 20%
Poor 5% 3% 5%
California Remaining National Southern California Midwestern States
Excellent 54% 78% 49%
Good 30% 19% 38%
Fair 13% 2% 9%
Poor 3% 1% 4%
Colorado Remaining National Southern California Midwestern States
Excellent 32% 30% 38%
Good 46% 44% 43%
Fair 19% 21% 17%
Poor 3% 4% 2%
Florida Remaining National Southern California Midwestern States
Excellent 56% 36% 60%
Good 32% 39% 30%
Fair 9% 18% 7%
Poor 3% 7% 2%
Hawaii Remaining National Southern California Midwestern States
Excellent 63% 70% 68%
Good 27% 24% 21%
Fair 8% 4% 10%
Poor 2% 2% 1%
Nevada Remaining National Southern California Midwestern States
Excellent 38% 45% 35%
Good 37% 37% 43%
Fair 21% 15% 21%
Poor 4% 3% 2%
New Mexico Remaining National Southern California Midwestern States
Excellent 20% 16% 17%
Good 41% 42% 45%
Fair 34% 37% 31%
Poor 5% 5% 7%
Texas Remaining National Southern California Midwestern States
Excellent 24% 18% 21%
Good 45% 39% 45%
Fair 25% 31% 29%
Poor 6% 13% 4%
Utah Remaining National Southern California Midwestern States
Excellent 18% 22% 16%
Good 39% 41% 41%
Fair 36% 30% 35%
Poor 8% 7% 8%
Strategic Marketing & Research, Inc. Page 26
Appendix: STATE Rating & Likelihood by
Familiarity
Overall State Rating Not familiar Somewhat familiar Very familiar
Excellent 8% 21% 56%
Good 41% 57% 36%
Fair 41% 18% 7%
Poor 10% 3% 0%
Likelihood to Visit State Not familiar Somewhat familiar Very familiar
Not at all likely 38% 14% 2%
Not very likely 40% 30% 15%
Somewhat likely 18% 36% 30%
Very likely 5% 19% 52%
Strategic Marketing & Research, Inc. Page 27
Appendix: Top of Mind STATE Image
9%
5%
0.1%
1%
2%
2%
5%
7%
11%
24%
28%
29%
Other
Miscellaneous (rivers,stream,variety,allergy free)
Theme parks.
Casinos (gambling)
Fun (amazing, perfection, awesome, nice,
entertaining, wonderful)
Activities (swimming, dancing, hiking, zoo)
Sports (baseball, basketball, skiing, golf…)
Cities (Tuscon, Phoenix, etc.)
Scenery (mountains, Arch Rock, flowers, plants,
landscapes)
Grand Canyon (canyons)
Desert (desert state, desert/mountains, cactus,
desert&hills…)
Climate (sun, hot, humid, dry, warm weather)
What comes to mind when you think of State?
Strategic Marketing & Research, Inc. Page 28
Appendix: Attribute Importance vs. STATE
Performance
Image Attribute
Overall Leisure
Travel
Importance
(Top 2 Box %)
Overall State
Perceived
Performance
(Top 2 Box %)
Recent Visitors
(Past 5 years)
STATE Perceived
Performance
(Top 2 Box %)
Familiar But
Non-Visitors
STATE
Perceived
Performance
(Top 2 Box %)
Has enjoyable weather 84% 64% 67% 62%
Is a fun place to visit 83% 65% 70% 61%
Is a good value for the money 82% 61% 68% 55%
Has beautiful scenery 80% 78% 81% 76%
Is a good place to go for a relaxing vacation 79% 67% 72% 63%
Has many unique things to see and do 76% 69% 73% 66%
Is welcoming to everyone 75% 66% 69% 62%
Warm, friendly people 75% 62% 67% 57%
Is an exciting place to visit 75% 60% 65% 56%
Offers activities that allow me to customize my
experience 65% 62% 68% 57%
Great vacation for couples 60% 62% 66% 58%
Easy to fly to 60% 72% 76% 68%
Offers something for the whole family 60% 65% 70% 61%
Has many historical and cultural heritage sites 59% 68% 72% 65%
Offers unique dining options 58% 57% 65% 50%
Great for visiting state/national parks 57% 72% 74% 71%
Is a good place to go to relax by the pool 55% 65% 69% 62%
Excellent museums/art galleries/performing arts 54% 52% 59% 46%
Offers a wide variety of cultural activities 54% 61% 65% 57%
Offers fine dining options 53% 56% 61% 51%
First class resorts & hotels 53% 63% 66% 60%
Is a good place to go to pamper yourself 50% 53% 57% 49%
Great for attending festivals/fairs/events 47% 50% 52% 48%
Offers a wide variety of shopping opportunities 46% 54% 61% 48%
Great for outdoor adventure, like mountain
climbing/bicycling, hiking/backpacking, hunting
and fishing
43% 70% 70% 69%
Is a good place to enjoy the urban experience 42% 43% 47% 39%
Great nightlife entertainment 40% 44% 45% 44%
Great for experiencing the culture of the Old West 37% 71% 75% 68%
Great for wildlife/bird viewing 37% 55% 56% 54%
Exciting casinos 36% 30% 35% 26%
Offers lots of water sports activities, like boating
and river rafting 33% 50% 54% 46%
Great for camping 29% 53% 50% 56%
Great for Native American culture 29% 68% 72% 64%
Great for attending a professional or college
sporting event 29% 44% 50% 38%
Great world-class spas or spa treatments 29% 53% 57% 49%
Great for golfing 23% 57% 63% 52%
Great for Hispanic culture 19% 49% 54% 46%
Strategic Marketing & Research, Inc. Page 29
Appendix: Activity Prevalence vs. STATE
Performance
Leisure Trip Activity
Overall % of
travelers who
always or
often do
these
activities
Overall %
who said that
STATE is the
best place for
activity
Recent Visitors
(Past 5 years)
% who said
that STATE is
the best place
for activity
Familiar But
Non-Visitors
% who said
that STATE is
the best
place for
activity
Not Familiar
% who said
that STATE is
the best
place for
activity
Touring/sightseeing 79% 9% 12% 9% 4%
Experiencing unique local dining 78% 6% 9% 6% 3%
Driving on scenic byways or roads 77% 7% 12% 5% 3%
Shopping 72% 5% 8% 3% 2%
Visiting historical sites 72% 13% 18% 11% 7%
Experiencing the unique culture of the area 71% 12% 15% 11% 7%
Visiting small towns and rural areas 67% 13% 20% 10% 7%
Visiting state/national parks 65% 16% 23% 16% 7%
Relaxing by the pool 64% 11% 18% 10% 3%
Experiencing fine dining 62% 4% 8% 2% 1%
Visiting a museum or art gallery 58% 8% 12% 6% 5%
Experiencing nightlife entertainment 49% 3% 4% 2% 1%
Experiencing outdoor adventure, like mountain
climbing/bicycling, hiking/backpacking, hunting
and fishing
48% 9% 13% 7% 5%
Viewing wildlife/birds 47% 8% 12% 8% 4%
Attending a concert, theater or performing arts 46% 4% 5% 3% 1%
Participating in activities that are fun for
children 45% 4% 7% 4% 1%
Visiting a casino 45% 4% 5% 4% 1%
Visit a vineyard or brewery 44% 4% 5% 4% 1%
Experiencing the culture of the Old West 42% 28% 33% 27% 14%
Participating in water sports activities, like
boating and river rafting 39% 7% 11% 7% 1%
Taking in Native American culture 38% 29% 40% 22% 17%
Going camping 32% 9% 10% 9% 8%
Attending a professional or college sporting
event 31% 7% 10% 5% 5%
Visiting a spa 31% 13% 16% 13% 9%
Playing golf 27% 13% 16% 12% 7%
Taking in Hispanic culture 26% 10% 13% 9% 7%
Skiing/snowboarding 22% 5% 6% 5% 2%
Strategic Marketing & Research, Inc. Page 30
Appendix: State Travel Party
Who was in travel party for most recent
overnight State leisure trip? %
Spouse/partner 69%
Children 24%
Other family members 19%
Friends 17%
No one 8%
Grandchildren 1%
Other 1%
Friends
only trip
90%
Other trips
10%
12%8%
88%92%
100%100%
Male Female
Friends Only Trips by Gender
Other trips
Friends only trip
Strategic Marketing & Research, Inc. Page 31
Appendix: Demographics
Demographics Total Recent State Visitors
(past 5 years)
Familiar Non-
Visitors Not Familiar
HH Income
$50,000 to $74,999 45% 37% 47% 50%
$75,000 to $99,999 28% 29% 28% 26%
$100,000 to $124,999 10% 11% 10% 10%
$125,000 to $149,999 7% 9% 8% 4%
$150,000 to $199,999 6% 7% 4% 5%
$200,000 or more 4% 6% 2% 6%
Marital status
Married 65% 67% 61% 67%
Living with partner 7% 7% 7% 5%
Single (never married) 20% 17% 23% 19%
Divorced 6% 5% 6% 8%
Widowed 2% 3% 3% 1%
People in your household
One 13% 13% 15% 8%
Two 38% 39% 37% 39%
Three 20% 23% 19% 19%
Four 18% 14% 18% 22%
Five 7% 5% 7% 8%
Six or more 4% 5% 4% 4%
Prefer not to answer 0% 0% 0% 1%
Children under the age of 18
One 18% 15% 18% 20%
Two 14% 13% 16% 11%
Three 5% 4% 4% 6%
Four 2% 2% 2% 1%
Five or more 1% 2% 1% 1%
None 61% 64% 59% 61%
Last grade of school
High school graduate or less 11% 8% 13% 13%
Some College or Technical school 32% 29% 34% 32%
College graduate 37% 40% 36% 36%
Graduate work / advanced degree 20% 23% 18% 18%
Ethnic heritage
African American 6% 6% 6% 5%
Asian-American 7% 8% 7% 7%
Caucasian 80% 78% 80% 83%
Hispanic/Latin American 6% 7% 6% 4%
Native American 1% 1% 1% 1%
Pacific Islander 0% 0% 1% 0%
Gender
Male 52% 56% 51% 49%
Female 48% 44% 49% 51%
Age
18 to 24 9% 8% 11% 9%
25 to 34 11% 12% 11% 9%
35 to 44 21% 16% 24% 23%
45 to 54 23% 23% 20% 25%
55 to 64 26% 29% 23% 24%
65 or over 11% 12% 10% 9%