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BOOK OF FACTS-26

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SBJ.NET

FALL 2018

DEMOGRAPHICS

LEADING PERSONAS OF THE

SPRINGFIELD DMA

(data pulled in mid-2018 from 85,000 devices in geofence of a designated market area around Springfield)

WHAT’S A

PERSONA?

A combined

description of a set

group of people

with like interests

and affinities.

THE TIME CONSUMER

20.6%

"I need to fill the

gap when you can't

hold my attention."

THE INDEPENDENT

19.1%

"I need access to

resources that help me

be more self-reliant."

THE EDUCATOR

18.4%

"I need resources

to do the job."

THE IMPRESSIONABLE

17.6%

"I have to know what's

going on and I get it

from my network."

THE DIGITAL HOMEBODY

1.7%

"I prefer to make connections

exclusively online."

THE ENTHUSIAST

4.1%

"I want to share

my story."

THE GRADUATE

7.1%

"I need help planning

the next step."

THE MONITOR

11.4%

"I need to keep track

of what's happening

in my world."

Source: Voice by CultureWaves and Dstillery