Overview

The Market Potential database contains more than 2,200 items, grouped into 35 categories that provide information about goods, services, attitudes, and activities collected from consumer surveys conducted by Mediamark Research Inc. Doublebase 2005.

Categories include

• Electronics (PCs, DVDs, Videos, Film, Cameras, Internet Usage)
• Financial Investments (Banking Services)
• Health and Beauty (Health, Fitness, Personal Care)
• Pets and Products (Pet Ownership, Pet Food, Pet Accessories)
• Restaurants (Family, Fast Food)
• Retail (Apparel, Automotive Aftermarket, Computers, Convenience Stores, Home, Insurance)
• Sports and Leisure (Participation, Sporting Events, Traveling, Reading, Movies)

Data is reported by product or service and includes the expected number of consumers and a Market Potential Index (MPI). The MPI measures the likelihood of adults or households in a specified area to exhibit certain consumer behavior compared to the U.S. national average.

The index is tabulated to represent a value of 100 as the overall demand for the United States. A value of more than 100 represents high demand; a value of less than 100 represents low demand. For example, an index of 120 implies that demand in the trade area is likely to be 20 percent higher than the national average; an index of 85 implies demand is 15 percent lower than the national average.

Who Uses Market Potential Data

Businesses, private organizations, governmental agencies, non-profits, and media companies use Market Potential data to

• Increase market share
• Devise targeted and effective marketing campaigns
• Discover underserved markets