Local Market Audience Analyst (LMAA) 

A video demonstration is available from LMAA here.

Report-at-a-Glance

• The Demographic Overview Report provides a broad overview of the demographic characteristics of your market.
• Demographics include age, income, education, household size, home values, etc.
• You can select from all DMAs (Demographic Market Area) or counties in the United States.

Photo Credit: Local Market Audience Analyst, SRDS

How to Read a Demographic Overview

• A Count (Base Count) – Total Population Count for the specified DMA or County. In this example, current 2008 population for Abilene-Sweetwater, TX DMA base count total population is 305,439. This count is determined by the Pop-Facts table for the DMA or County selected.
• B % Comp (Local Market) – The number of estimated households in Abilene-Sweetwater, TX, DMA (246,296), that represents a Single Race Classification of White Alone. That population makes up 80.64% of this DMAs total population. The local market county/total base count x 100.
• C Index – White Alone Households in Abilene-Sweetwater, TX are 111%, 1.11 times, or 11% more concentrated than the national U.S. index of this segment. % Comp of the County or DMA / % U.S. Comp x 100.

Note: If the Index is below 100, which is the average, such as the Black or African American Alone population with an Index of 46, it means this segment is 54% (100-46) lower than the average U.S. population for this single race class.

This information is from the LMAA Help page. For more detailed help, see the LMAA Help Page.

A video demonstration is available from LMAA here.

Report-at-a-Glance

• The Lifestyle Ranking Index Report provides a summary of the lifestyle behaviors of the population/households in your DMA.
• The report provides information a ranking, by Index, of the Lifestyle characteristics by DMA.
• Lifestyle behaviors include Sports & Leisure, Travel, Auto Products, Electronics & Computer and more--you can only select one lifesyle category at a time
• Lifestyles are PRIZM coded from the Experian Simmons 2-Yr National Consumer Survey.

How to Run a Lifestyle Ranking Index

• Select a market (either DMA or County)
• Select a single Lifestyle Category--You can only select one category at a time. (click here for a full list of Experian Simmons lifestyles in LMAA)
• Click Search.

Photo credit: Local Market Audience Analyst, SRDS.

How to Read a Lifestyle Ranking Index

• A Count – The number of people in the DMA who are likely to fit this lifestyle profile. In this example, in the Atlanta, GA, DMA, approximately 2,417,100 adult individuals "like the trend toward healthier fast food."
• B  Users/100 Households – In the example below: In the Atlanta, GA, DMA, 103.51 individual Adults per 100 Households like the trend toward healthier fast food.
• C  Index – Represents the likelihood for the DMA or County to have or be interested in this lifestyle profile as compared to the U.S. average. In the example below: the index is 105; people who live in the Atlanta, GA, DMA, are 5% more likely to like the trend toward healthier fast food than the average U.S. Household. Note: If the Index is below 100, it means this segment is lower than the average U.S. population, and less likely to exhibit that behavior.

Note: The (A) or (H) after Lifestyle behaviors designate Adults/Individuals or Households, respectively.

This information is from the LMAA Help page. For more detailed help, see the LMAA Help Page.