San Diego is a diverse and rapidly expanding market. In fact, San Diego is one of the fastest-growing Designated Market Areas (DMAs) in the country* — ranked in the top 10 DMAs by population growth both nationally and regionally. The Union-Tribune Publishing Company’s excellent Marketing Research department is here to help you navigate the ins and outs of San Diego demographics and plan your media buy. We offer advertisers a complete local perspective of the San Diego market, and can answer any of your questions with our extensive research databases.
Because direct marketing involves targeting a specific area of the market, we request that you please contact your account manager for market research relevant to the particular market areas you would like to target in your advertising campaign. For general statistics relating to a particular interest, browse our market research by category under the “San Diego Market Stats” menu.
* Population is expected to grow by 6.5% (approximately 195,844 people) by 2012. San Diego is ranked ninth regionally and tenth nationally among the top 25 DMAs ranked by population growth. Source: 2007 Claritas, Inc.
The San Diego Market in Print Advertising
The San Diego Market in Online Advertising
| Year | Billions (Percent Change) |
|---|---|
| 2007 | $171.7 |
| 2008 | $176.9 (3.0%) |
| 2009 | $183.1 (3.5%) |
Source: Direct Marketing Association (DMA),
“The Power of Direct Marketing” as cited in press release, Oct. 13, 2008
Source: Jupiter Research; McCann-Erickson
| B2B | B2C | Both | |
|---|---|---|---|
| Direct mail (non-catalog) | 39.6% | 51.6% | 45.0% |
| Commercial e-mail | 15.9% | 3.8% | 9.0% |
| Online marketing (non e-mail) | 9.1% | 7.1% | 9.0% |
| Direct mail (catalog) | 6.1% | 6.0% | 7.0% |
| Telephone marketing | 7.3% | 4.4% | 5.0% |
| Search engine (paid or organic) | 7.3% | 3.3% | 4.0% |
Note: Numbers may not add up to 100 percent, due to rounding
Source: Direct Marketing Association (DMA),
“Direct Mail Best Practices, Benchmarks and Strategies”
as cited by Marketing Charts, Aug. 11, 2008.
| Industry | 2007 Expenditures (billions of dollars) |
2006-2007 (% Change) |
|---|---|---|
| Financial, Banks & Credit Institutions | $13.4 | 12.5% |
| Services, Professional, Technical & Management Services | $10.9 | 6.1% |
| Retail Trade, Non-Store and Other Retailers | $9.9 | 3.2% |
| Information, Communications | $9.4 | 5.2% |
| Wholesale Trade | $9.4 | 5.5% |
| Manufacturing, Motor Vehicles | $8.0 | -8.7% |
| Retail Trade, Motor Vehicle Dealers & Service Stations | $7.3 | .08% |
| Financial, Insurance Carriers and Agents | $6.8 | 1.9% |
| Retail Trade, General Merchandise Stores | $6.7 | 5.4% |
| Financial, Security & Commodity Brokers, Holding Companies | $6.6 | 14.8% |
Source: Direct Marketing Association (DMA)