Grocery Consumers and YHR

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1. 80,100 18,900 21,800 24,700 30,400 42,400 42,400 53,300 122,800 0 25,000 50,000 75,000 100,000 125,000 Any other store Any other Hispanic supermarket TOP Food & Drug Albertsons Rosauers Fred Meyer Wray's Thriftway Fiesta Foods Safeway Consumers have several grocery shopping options in the Yakima marketplace. Grocery store household usually shops: The Yakima Herald Republic reaches 73% of all grocery store shoppers during a typical week! (print & online reach) Grocery Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012)
2. More than half of local households spend $100 or more on weekly groceries. Less than $50 9% $50 - $74 17% $75 - $99 22% $100 - $124 25% $125 - $149 12% $150 or more 15% Average amount household spends per week on groceries Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Grocery
3. Yakima is a grocery coupon market, with over half of consumers redeeming grocery coupons once a month or more. More than once a week 12% Once a week 15% 2 to 3 times a month 24% Once a month 7% Less than once a month 15% Never 27% • 27% of local households use grocery coupons once a week or more. • 58% use grocery coupons once a month or more. • 12% of local consumers go online for coupons. Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Grocery Grocery coupons – frequency of use, household The Yakima Herald Republic reaches 73% of all weekly grocery coupon shoppers during a typical week. That’s over 36,000 consumers! (print & online reach)
4. Grocery store usually shops (household) Yakima Herald Republic Readers Yakima Herald Online Visitors Radio Listeners Top 5 AM Drive Stations TV Viewers Top 5 Prime Time Stations Albertsons 79% 42% 66% 49% Fiesta Foods 71% 24% 67% 40% Fred Meyer 71% 33% 65% 48% Rosauers 72% 33% 64% 50% Safeway 73% 30% 62% 46% TOP Food & Drug 81% 35% 68% 56% Wray's Thriftway 82% 31% 66% 54% Other Hispanic supermarket 72% 34% 44% 32% Other store 66% 31% 63% 44% Coupons Use grocery coupons 74% 30% 31% 48% Use grocery coupons once a week or more 79% 24% 38% 50% Source: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2, (Fall 2011 - Fall 2012) Yakima Herald Republic Readers: reach weekly print cume; YakimaHerald.com Visitors: reach avg. monthly visitors Radio: weekly cume reach of top 5 stations AM drive time ; TV: weekly cume reach of top 5 stations prime time. The Yakima Herald Republic reaches more grocery shoppers than any other local media! Grocery