Young Urban Professionals

Reach today’s young urban professionals with SeeSaw Networks. SeeSaw delivers over 7,800 venues and 7.5 million weekly impressions to these affluent young professionals in the top 25 markets by weaving digital out-of-home media through the places where they work, play and socialize. Intercept them in offices, coffee bars, restaurants, health clubs, and bars as they navigate their professional and social worlds.

Overview

SeeSaw Networks provides the nation’s most extensive network to reach young urban professionals in their active professional and social lives.

Total # of Venues	7,800+ nationwide
# of Weekly Impressions	7.7+ million
25-34 Demographic Index*	203
35-44 Demographic Index*	144
$60k - $75k Demographic Index*	113
$76k - $100k Demographic Index*	151
$101k-$150k Demographic Index*	181
$151k-$200k Demographic Index*	330
$200k+ Demographic Index*	322

* - Represents a demographic index for a national campaign compared to U.S. national average

The 25-34 year-old demographic currently comprises approximately 13.5% of the population and is expected to grow rapidly (projected annual increase of 1.4% from 2007-2011 according to Census projections) over the next decade. Establishing an identity independent of the generations before them, this group of professionals is making decisions about family, work, and play that are changing the nature of the working world and the meaning of “success.” They believe in working hard, but that a successful life requires a healthy balance of work and play. They are confident in their attitudes and abilities and are influencers to friends and family. Join the growing group of marketers who reach them daily in their work, play and social routines.

Venues
Auto Services - Jiffy Lube
Bars & Restaurants - Buzztime
Bars & Restaurants - Ecast
Bookstores - BordersTV
Coffee Shops - Coffee Bean & Tea Leaf
Coffee Shops - Tully's
Dental Offices
Executive Airports
Gas Stations - PetroTV
Gas Stations - PumpTopTV
Health Clubs - Cardio
Health Clubs - WHEN
Hotel Kiosks
Information Kiosks - Hotspot
Juice Bars - Juice It Up
Juice Bars - Robeks
Office Buildings - Ripple
QSR - Noah's/Einstein's
Sports Bars - BRANDitTV
Sports Bars - MJM

Day in the life

Day in the Life of Young Urban Professionals

Meet Mike and Eva. Mike is a 33 year-old financial consultant recently engaged and living in a one-bedroom apartment close to work. Eva is 28 and has just been promoted to junior associate at her law firm.

Engage young urban professionals in the locations they frequent on a daily basis.

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8:30 AM – Starting the day at the Coffee Shop

Eva stops at Coffee Bean on the way to work. While waiting to place her order, she views the strategically placed digital screen displaying the day’s weather and news highlights. She watches as the images rotate from news to eye-catching advertisements for local stores, restaurants, and products.

1:00 PM - Stopping at the ATM to pick up some cash

On the way to meet a client for lunch, Mike stops at his bank’s outdoor ATM. While withdrawing, he watches ads flash across the digital screen set above the ATM’s touch-screen.

1:30 PM – A quick workout at the Health Club

Eva likes to exercise at the health club three days per week during her lunch break. She watches television programming interspersed by ads/commercials while on the stationary bike.

6:15 PM – Drinks with friends at the Sports Bar

Mike and a couple of coworkers decide to watch the last half of the basketball game at the nearby sports bar after work. The bar displays multiple screens offering both coverage of the game and advertisements.

6:45 PM – Browsing through magazines at the Bookstore

Eva stops at Borders bookstore on the way home from work to buy a birthday present for her niece. As she browses the shelves of books and DVD’s, prominently-displayed digital screens showing ads for both in-store and local products catch her attention.

7:30 PM – Dinner at a Restaurant with friends

Mike grabs a quick dinner and drink with a friend after a long day at work. His friend is running a bit late, so he decides to browse the digital jukebox’s music selection.

Activities

Activities for Young Urban Professionals

Young Urban Professionals spend their professional, social, and personal time in the following ways:

At work 8-10 hours per day, a few hours on weekends
Lunches with friends, coworkers or clients 1-2 times per week
Drinks after work with friends approximately once per week
Exercise at health club 3-4 hours each week
Attend sporting event or concert 1-2 times per month
Eat dinner out 1-3 times per week
Go to the movies or rent a video once per week

Research

Research About Young Urban Professionals

Today’s young professionals “are a college-educated, tech-savvy, autonomous group which carries an attitude of 'I could do everything for myself…but I’m willing to pay someone else to save me time, energy, and frustration.'”

Source: Lightship Mutual, “Today’s Young Professionals: The Degree Rich, Money Poor”

Young Urban Professionals’ Awareness of Digital Out-of-Home Media

Young Urban Professionals are considerably more likely than general adults to have seen digital signage (76% vs. 62%).
In addition to seeing more digital signage, they also pay more attention to the advertising of digital signage they do see than the general adult population.
This group has a particularly active life pattern, participating more than general adults in nearly every activity polled including visiting locations with digital signage by attending sporting events and concerts, visiting bars and restaurants, renting or attending movies, and purchasing music at a music store.

Source: OTX Digital Out-of-Home Media Attitude and Awareness Study - 2007

Download OTX Young Urban Professionals Research
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Download OTX Full Report

Spending Patterns of Young Urban Professionals

With the years of schooling behind them, most people between 25 and 34 are making their first serious inroads into their new careers, buying their first homes, and starting families. This generation is enjoying a level of success and promise that exceeds all past generations.
The Average household income for this age group rose by 60 percent in real terms over the last 40 years.
The average net worth of Americans aged 25-34 in 2004 was $26,109.

Source: Beacon Economics, “Savings and Asset Accumulation Among Americans 25-34” By Christopher Thornberg and Jon Haveman. October 13, 2006.

They want to be different. They neither want to shop where their mother shops and look too mature, nor from stores swarming with teens and look too young. Retailers are beginning to respond to this long-run potential market.
As teens of today move into the next age cohort, the 25-34 year-old population will accelerate rapidly over the next ten years. Mall tenants, in particular, could potentially exploit the fact that 25-34 year-olds spend the highest at mall stores per trip among the age groups.

Source: Research Quarterly, Volume 10, number4. Winter 2003-2004. “Tapping the 25-34-Year-Old Consumer” By Jodi Uiberall and Veronica Soriano.

Average income for individuals in the 25-34 age group for Young Urban Professionals is over $53,000, and they spend the majority of it—about 84% of their income.
$9.8 Billion is spent annually on alcohol, $77.9 Billion on cars, and $10.3 Billion on personal care products.
Avg. spent on entertainment: $2,455
Avg. spent on food: $5,639 ($2,945 spent on food in home; $2,694 spent on food out of home.
Avg. spent on personal care products and services: $504

Source: Bureau of Labor Statistics, “Consumer Expenditures in 2005” Feb 2007.

Media Consumption of Young Urban Professionals

As a result of living through a time of rapid technological change, it is clear that the multitude of media options available to this group are aggressively competing for their media time and that those media that are convenient and pervasive are being utilized most frequently.

Source: Online Publishers Association, Press Release. “Convenience and Accessibility Key Factors in Media Use of 18-34 Year-Olds”.