The Knoxville Market

Home to over 1.2 million people, the Knoxville DMA is the second largest population center in Tennessee. 666,900 people live in the metro Knoxville area.

Knoxville DMA at a Glance:

• - Population: 1,284,500
• 93% are White
• 4% are Black/African American
• 1% are Asian
• 2% are of another or 2+ races
• 2% are of Hispanic ethnicity
• - Households: 532,300
• - Median Age: 39.1
• - Average Household Income: $51,802

Source: 2007 Claritas

Knoxville Consumers Spend Over $20 Billion Retail Dollars Annually

(Annual Consumer Expenditures by select category)

• - Automotive Dealers: $3.7 billion
• - Furniture & Home Furnishings: over $522 million
• - Electronics & Appliance Stores: over $454 million
• - Home Centers: over $798 million
• - Grocery Stores: over $2.2 billion
• - Health & Personal Care Stores: over $1 billion
• - Department Stores: over $1 billion
• - Clothing & Accessory Stores: $840 million
• - Sporting Goods Stores: over $131 million
• - Food & Drinking Places: over $1.8 billion

Source: 2007 Claritas

Over one-half Knoxville consumers (57%) are online during a typical month.

Who’s Online in Knoxville?

• - 59% of all women
• - 55% of all men
• - 77% of young adults 18 to 24
• - 65% of adults 25 to 54
• - 53% of adults 55 to 64
• - 72% of adults with children at home
• - 78% of working women
• - 59% of homeowners
• - 84% of adults with household incomes $100,000+

Source: 2007 Scarborough Report, Release 2, Knoxville DMA

How are They Using the Internet?

• - 91% log on from home
• - 42% log on from work
• - 94% go online to check email
• - 73% shop the internet
• - 71% make online purchases
• - 72% spend up to 10 hours online each week
• - 26% spend 10 or more hours online each week
• - 41% pay bills online
• - 23% check sports scores
• - 21% download and listen to music
• - 26% check movie listings
• - 20% go to auction sites

Source: 2007 Scarborough Report, Release 2, Knoxville DMA