Urban residents are often on the forefront of product and technology trends. In this report, Mintel analyzes this important audience’s usage of media and communications products, in order to better understand this consumer group and gain information on future trends likely to impact the nation as a whole.

Specifically, this report analyzes the demographic composition of major cities; the major trends impacting the media and communications sectors; the amount and frequency of entertainment spending by urban residents; their usage of various types of media and communications; and their attitudes toward various types of media and communications, including TV, radio, print publications, online content and cell phones, among others. All results are compared against findings from non-urban respondents in order to provide an understanding of how urban residents’ attitudes toward and usage of media and communications compares to Americans on average.

A base of 1,788 adults aged 18+ who live in urban centers were surveyed. This sample was custom-selected by zip code, and compared to an additional 1,000 adults aged 18+ who are representative of the non-urban population. Both samples were monitored to ensure an appropriate demographic mix by race/ethnicity and gender, all other standard demographic profiling information was also obtained.

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