Salt Lake City, Minneapolis and Harrisburg, PA Lend a Helping Hand as the Top Local Markets for Giving and Volunteering

NEW YORK, Dec. 13, 2011 /PRNewswire/ -- As the spirit of giving spreads across America this holiday season, local market consumer research firm Scarborough reveals insights into the demographics and local markets for which giving and volunteering trend the highest.

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Givers are defined by Scarborough as American adults 18+ who live in a household that contributed money to an Arts/Cultural, Healthcare/Medical, Religious or Social Care/Welfare organization in the past 12 months. Volunteers are defined as American adults 18+ who have participated in volunteer work in the past 12 months. According to this new study, more than half (56%) of the American adult population are Givers and more than a quarter (27%) are Volunteers.

The breakdown of top local markets for each organization is as follows: Arts/Cultural (Washington, D.C. and San Francisco – 15%), Healthcare/Medical (Hartford – 21%), Religious (Salt Lake City – 60%) and Social Care/Welfare (Washington, DC and Seattle – 22%).

Givers and Volunteers have higher average household incomes than all American adults; at $79,000 per year they out-earn all American adults by $8,000. Givers are also 24% more likely than all American adults to have received at least a college degree and Volunteers are 35% more likely than all American adults to have achieved the same.

When looking at different types of Givers, Scarborough notes that the highest average household income belongs to the Arts/Cultural Givers at $104,000 per year compared to Social Care/Welfare Givers ($92,000), Healthcare/Medical Givers ($84,000) and Religious Givers ($76,000). Givers overall are 10% more likely to be married and 9% more likely to own a home.

Continue the dialogue with Scarborough over Twitter by reaching out to @ScarboroughInfo using hashtags #Giving and #Volunteer and be sure to visit us on Facebook at www.Facebook.com/ScarboroughResearch.

This data is from Scarborough USA+, Release 1 2011. Scarborough measures 210,000 adults aged 18+ annually across a wide variety of media, lifestyle, shopping and demographic categories.

For more information regarding this or other Scarborough studies, please contact Brad Sherer at [email protected].

About Scarborough Research
Scarborough ([email protected]) measures American life. Our consumer insights reflect shopping patterns, media usage across platforms and lifestyle trends for adults. Media professionals and marketers use Scarborough insights to make smarter marketing/business decisions on things like ad placement, multicultural targeting, and sponsorship opportunities. The company's core syndicated consumer insight studies in 77 Top‐Tier Markets, its Multi‐Market Study and its national USA+ Study are Media Rating Council (MRC) accredited. Other products and services include Scarborough Mid-Tier Local Market Studies, Hispanic Studies and Custom Research Solutions. Scarborough measures 2,000 consumer categories and serves a broad client base that includes marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out‐of‐home media companies. Surveying more than 210,000 adults annually, Scarborough is a joint venture between Arbitron Inc. and The Nielsen Company.

SOURCE Scarborough Research