DiabetesRiskFactors
CommunityProfile
GreaterFlintArea
Shiawassee‐Genesee‐LapeerCounties
March2013
Prepared By: The Directors of Health Promotion and Education TableofContents
TargetPopulation....................................................................................................................................................................1
LocationofPeoplewithDiabetesRiskFactors...............................................................................................................................4
Marketing....................................................................................................................................................................................6
GreaterFlintAreaMaps...........................................................................................................................................................7
DemographicandSocioeconomicStatusAssociatedwithHigherRiskofDiabetes..........................................8
BehaviorsAssociatedwithHigherRiskofDiabetes....................................................................................................14
UnderstandingtheEnvironment......................................................................................................................................................18
LargeEmployers.....................................................................................................................................................................19
Appendix1:ProjectandTechnicalNotes......................................................................................................................................20
Appendix2:EnhancedDemographics........................................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix2Demographics”
Appendix3:SupportingDocumentationforMap2andtheMediaProfiles..................................................................21
Appendix4:MediamarkResearchDefinitionofMediaQuintiles........................................................................................27
Appendix5:SelectDemographicsbyZipCode.........................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix5DemographicsbyZipCode”
Appendix6:BehaviorsAssociatedwithHigherRiskofDiabetes.....................................................AppendixtooLarge
SeeExcelWorkBook“Appendix6BehaviorsAssociatedwithHigherRiskofDiabetes”
Appendix7:ListofSelectBusinesses...........................................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix7Businesses”
Appendix8:ListofLargeBusinesses..................................................................................................AppendixtooLarge
SeeExcelWorkBook“Appendix8LargeBusinesses”
Greater Flint Area
Shiawassee, Genesee, and Lapeer Counties
TheNationalAssociationofChronicDiseaseDirectors(NACDD)hascontractedwiththeDirectors
ofHealthPromotionandEducation(DHPE)toprovidethefollowingdataandrecommendationsto
beusedtoidentify:
 targetaudiencesfortheDiabetesPreventionPrograms(DPP)
 howtoreachthetargetaudience
 healthcarefacilitiesintheareathatcanrefertoDPPs.
 locationsofselectbusinessthatmaybeusefulinpromotingDPPs
ThisreportusesPRIZMsegmentdescriptionstodeterminewherepeopleatriskfordiabetesmay
belocated.Thereare66PRIZMsegmentsthateachhasuniquedemographicdescriptionsbasedon
income,lifestage,agerange,presenceofchildreninthehousehold,homeownership,employment,
education,andraceandethnicity.Basedonthesegmentprofilesthefollowingquestionscanbe
examined:
 Whereisthetargetpopulationlocated?
 Howwouldyoureachthem?
 Whatelseisinthearea?
TargetPopulation
Approximately144,0001prediabeticadults21yearsoldandolderliveShiawassee,Genesee,and
LapeerCountieswhichwillbereferredtoastheGreaterFlintAreathroughouttheremainderofthe
report.Approximately50%ofadults65andolderareestimatedtohaveprediabetes.1Peoplewith
prediabeteshaveanincreasedriskofdevelopingtype2diabetes,heartdisease,andstroke.Studies
haveshownthatpeoplewithprediabeteswholoseweightandincreasetheirphysicalactivitycan
preventordelaytype2diabetesandinsomecasesreturntheirbloodglucoselevelstonormal.
Ifthemodifiableriskfactorsfortype2diabetes(beingoverweightorobeseandphysicalinactive)
continuetoincrease,sowilltheprevalenceoftype2diabetes.Theadultobesityprevalencein
Michiganhasincreasedfrom18.2to31.7percentbetween1995and2010.2
IndividualsatgreatestriskofdevelopingdiabetesinMichiganare:
 AfricanAmericans
 Individualswithnocollegeeducation
 Householdsthatearnlessthan$25,000peryear
1
Estimate is based on multiplying the population for those 21 years old and older by 35%.The estimated number of persons with
prediabetes was calculated by applying the national estimate of prediabetes from NHANES III to the 2013 population estimate
for adults aged 21 years and older in the geography of interest. This is the same methodology as was used in the Centersfor
DiseaseControlandPrevention.Nationaldiabetesfactsheet:nationalestimatesandgeneralinformationondiabetesand
prediabetesintheUnitedStates,2011.Atlanta,GA:U.S.DepartmentofHealthandHumanServices,CentersforDisease
ControlandPrevention,2011.Availableat:http://www.cdc.gov/diabetes/pubs/pdf/ndfs_2011.pdf. 2
MichiganBehavioralRiskFactorSurveillanceSystem,1995‐2010.Availableathttp://apps.nccd.cdc.gov/BRFSS. 1 | P a g e Table1providesasummaryofsomeofthedemographicfactorsassociatedwithahigherriskof
developingdiabetes.Appendix2containsadetailedreportofdemographicsandhousehold
characteristicsfortheareaofinterest.
Table1.Demographics
Genesee
GreaterFlintArea
Michigan
Shiawassee‐Genesee‐
County
LapeerCounties
TotalPopulation
417,447
574,046
9,862,679
Age
<21yearsold
21‐44
45‐64
65‐84
85+
28.7%
29.3%
27.4%
12.7%
1.9%
Race
White
BlackorAfricanAmerican
AmericanIndianandAlaskaNative
Asian
NativeHawaiianandOtherPacificIslander
SomeOtherRace
TwoorMoreRaces
28.3%
28.7%
28.3%
12.9%
1.8%
27.7%
29.7%
27.9%
12.7%
2.0%
74.4%
20.7%
0.5%
0.9%
0.0%
0.8%
2.7%
80.3%
15.2%
0.5%
0.8%
0.0%
0.8%
2.4%
78.6%
14.2%
0.6%
2.6%
0.0%
1.6%
2.4%
Ethnicity
Hispanic
NotHispanic
3.2%
96.8%
HouseholdIncome
Average
Median
Population25andolderwithlessthana
4‐yearcollegedegree
3.3%
96.7%
4.7%
95.3%
$43,375
$33,574
$46,585
$36,549
81.0%
82.0%
$58,514
$43,691
74.9%
DPP=DiabetesPreventionProgram
DataSource:2013TheNielsenCompanyEnhancedDemographicReport
Over25%ofthepopulationisbetween45and64yearsold.Thisagegroupisanidealtargetgroup
astheprevalenceofdiabetesgoesupdramaticallyinthepopulation65andolder.3TheGreater
FlintAreahasalowermedianhouseholdincomecomparedtothestateasawhole.GeneseeCounty
hasanevenlowermedianhouseholdincome.Thepercentofthepopulation25yearsoldandolder
withlessthana4‐yearcollegedegreeishigherintheGreaterFlintAreaandGeneseeCounty
comparedtothestateasawhole,suggestingthatthisareamaybeatgreaterriskofdeveloping
diabetesasindividualswithlowerincomeandlessthana4‐yearcollegedegreehaveahigher
prevalenceofdiabetes.4
Map1showsthelocationoftheGreaterFlintAreathatmuchoftheanalysisinthisreportisbased
on.
3
4
MichiganBehavioralRiskFactorSurveillanceSystem,1995‐2010.Availableathttp://apps.nccd.cdc.gov/BRFSS. CentersforDiseaseControlandPrevention.Nationaldiabetesfactsheet:nationalestimatesandgeneralinformationon
diabetesandprediabetesintheUnitedStates,2011.Atlanta,GA:U.S.DepartmentofHealthandHumanServices,Centers
forDiseaseControlandPrevention,2011.Availableat:http://www.cdc.gov/diabetes/pubs/pdf/ndfs_2011.pdf. 2 | P a g e 3 | P a g e LocationofPeoplewithDiabetesRiskFactors
Peoplewithriskfactorsfordiabetesareconsideredthetargetpopulation.Thetargetpopulation
wasdeterminedusingthedemographicdescriptionandlifestylepreferencesofeachPRIZM
segmentfoundintheGreaterFlintArea.Segmentswithdemographiccharacteristicsassociated
withahigherprevalenceofdiabeteswerecombinedtoformaprofile.Thedemographicand
socioeconomiccharacteristicsthatwereincludewhere:
 EducationAttainment:whereeducationwaslessthanafour‐yearcollegedegree
 HouseholdIncome:averaged$50,000orlessperyear
 Age:segmentagerangesthatoverlappedorcontainedtheagegroupof45to84yearolds
BasedonthesethreecharacteristicsthefollowingPRIZMsegmentswerefoundtobeathighriskof
developingdiabetes:38,39,40,41,42,43,44,45,46,48,49,52,53,54,55,56,57,58,59,60,61,64,65,66.
Thereare66PRIZMsegments.Ingeneral,asthesegmentnumberincreases,thesocioeconomic
statusdecreases.Asmentionedpreviouslyeachsegmenthasauniquedemographicand
socioeconomicdescriptionsbasedonseveralindicatorsincluding:income,lifestage,agerange,
presenceofkidsinthehousehold,homeownership,employment,education,andraceandethnicity.
Foradetaileddescriptionofeachsegment,visit
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&id1=1027&id2=&webid=1
Toverifythatthesesegmentsalsohadhighrisklifestylebehaviorsthatcouldleadtodiabetes
analyseswereconductedtoexaminetheirlikelihoodofbeingphysicallyactive,consumingfruits
andvegetables,andwatchingover20hoursoftelevisionperweek.Itwasfoundthatthese
segmentswereamongtheleastlikelytobephysicallyactiveandtoconsumefruitsandvegetables,
andamongthemostlikelytowatchmorethan20hoursoftelevisionperweek.
ThezipcodeswithintheGreaterFlintAreawhere50%ormoreofthepopulationfitsthisprofile
are:48458, 48476, 48532, 48519, 48463, 48727, 48817, 48457, 48464, 48506, 48509, 48420, 48505, 48507, 48429, and48423. Map2showstheconcentrationofthetargetsegmentswithineachzipcode.Thedarkertheorange
colorthehighertheconcentrationofthetargetsegment.Table2providesalistofallthezipcodes
intheGreaterFlintAreaandthenumberofhouseholdsthatareconsideredathighriskof
developingdiabetes.ThistablecanbefoundinAppendix3.
4 | P a g e 5 | P a g e Marketing5
Belowarewaystoreachthetargetaudience.Therearedescriptionsofhowoftenandthetypesof
print,radio,andtelevisionstationstheyread,listento,andwatch.Forradioandtelevision,the
timesanddaysoftheweektheaudiencesismostlikelytolistentoorwatcharealsolisted.
SeeAppendix2fordetailedtablesandinformationforthesourceinformationthedescriptions
belowarebasedon.
PrintMediaProfile:
Approximatelythesamenumberofusersper100householdsreadsthenewspaperfrequently(16+
timesformalesand13+timesforfemalesina28dayperiod)asreadthenewspaperinfrequently
(0‐15timesformalesand0‐12timesforfemalesina28dayperiod).Over70usersper100
householdsinthetargetPRIZMsegmentsreadtheSundayNewspaper.Over50usersper100
householdsinthePRIZMsegmentsreadwomen’smagazines,generaleditorialmagazines,thedaily
newspaper,homeservicemagazines,andnewsweeklymagazines.Thenumberofusersper100
householdsisapproximatelythesameforquintiles3,4,and5formagazinesandquintiles1,2,4,
and5fornewspapers,indicatingthatthetargetsegmentsareaslikelytobemoderatetoinfrequent
readersofmagazinesandheavytoinfrequentreadersofnewspapers.Althoughthetargetsegments
are13%lesslikelytoreadtheSundaynewspapercomparedtoallsegmentsnationally,73users
per100householdsinthetargetpopulationdoreadtheSundaypaper.Ifusingprintmediafor
marketing,theSundaynewspaperhasthemostreach.
RadioMediaProfile:
Thetargetsegmentsaremorelikelytolistentotheradio0to2hoursperweekcomparedtoall
segments.Theredoesn’tappeartobeaspecifictimeframethatmostusersinthetargetsegments
listentotheradio;theyafairlyevenlydistributedacrossthethreetimeperiodsexamined6am‐
10am,10am‐3pm,and3pm‐7pm.Countryradiostationshavethehighestusersperhouseholdin
thetargetsegments.Ifusingradioasamarketingvenue,thebesttypeofstationtoadvertiseonis
countyradio.Itappearsthatasmanyusersper100householdslistentotheradiofrequentlyasdo
infrequently.Ifusingradioasavenueformarketing,thebeststationstoadvertiseonarecountry
radiostations.Therearenoparticulartimesofdaysthatappeartobebetterthanothers.
TelevisionMediaProfile:
Thetargetsegmentsaremorelikelytowatch24hoursoftelevisionperweekcomparedtoall
segments.Theyarealsomuchmorelikelytowatch45ormorehoursoftelevisionperweek
comparedtoallsegments.Between7and8pmwhenmostusersperhouseholdarewatching
televisioninthetargetsegmentandthosewatchingtelevisionduringthistimeareslightlymore
likelytobeinthetargetsegmentgroup.Thetargetsegmentisalsomorelikelytowatchdaytime
television.Over50usersper100householdsinthetargetsegmentwatchNFLMonday/Thursday
nightfootball,theweatherchannel,historychannel,andFOXNews.Ifusingtelevisionfor
advertising,thebesttimeofdayisbetween6pm‐8pmontheweatherchannel,historychannel,or
FoxNews;notenoncableandnetworkstationsarenotcapturedinthisanalysis.
5
Marketing Profile is based on the PRIZM segments that are least likely to report exercising: segments 26, 31, 38-40, 42-49,
52-66. There are 66 PRIZM segments the higher the number the lower the social-economic status. The segments are defined
based on a combination of household characteristics (e.g., presence of kids), demographic characteristics, and economic
characteristics. Nielsen’s segmentation system has been tested and verified in various settings and geographic locations. The
selected marketing avenues were selected based both on a high Market Potential Index as well as the number of people that
could be reached. 6 | P a g e InternetMediaProfile:
Thetargetsegmentsaremorelikelytousetheinternet0to17timespermonthcomparedtoall
segments.Theyarealsomuchmorelikelytonothaveusedtheinternetatallinaonemonthperiod.
Approximately60%ofhouseholdsinthetargetsegmentownacomputerand52%haveinternet
accessathome.Ifusinginternetasawaytoadvertise,onlyabouthalfofthetargetsegmenthas
accesstotheinternet.Internetuseformostusersinthetargetsegmentsislow.
AttitudeTowardMedia:
Over60usersper100householdsinthetargetpopulationfeelmagazines,newspapers,radio,and
televisionadsgiveusefulinformation;howevertheyarelesslikelytofeelthiswaycomparedtoall
segments.Thetargetsegmentsaremorelikelytoagreethattelevisionisthemosttrustedmedia.
GroceryShoppingHabits
Over95usersper100householdsinthetargetsegmentsgroceryshopatWalmart.Approximately
40usersper100householdsgroceryshopatastore1to5milesfromtheirhome.Ifusinggrocery
storesasanavenueforadvertising,choosethoselocatedwithin5milesofthetargetpopulation.
RetailerandShoppingHabits:
Over110usersper100householdsinthetargetsegmentsshopatWalmart.Approximately35
usersper100householdshaveshoppedatTarget,JCPenney,andKmartinthelastthreemonths.If
usingstoresasavenueforadvertising,thebeststorestoadvertiseatareWalmart,Kmart,and
Target.
Restaurants:
McDonaldsandBurgerKingarethetwofastfoodrestaurantswherethehighestnumberofusers
perhouseholdfrequent.Howeverthetargetsegmentsarelesslikelytofrequenttheserestaurants
comparedtoallsegments.
GreaterFlintAreaMaps
DatafromNielsenCompanycanalsobeusedtocreatemapsofattributesthroughouttheGreater
FlintArea.Thefollowingmapsmaybeusefulinprogramplanningeffortstoidentifypotential
targetareas.Maps3through8highlightgeographicareaswithdemographicandsocioeconomic
statusdatathatareassociatedwithahigherriskofdevelopingdiabetes.Maps9through12
highlightsgeographicareaswherehealthbehaviorsareexhibitedthatareassociatedwithhigher
riskofdevelopingdiabetes.Appendix5containsthedemographicandsocioeconomicstatusdata
providedinMaps3through8.Appendix6containsthehealthbehaviordataprovidedinMaps9
through12.
7 | P a g e DemographicandSocioeconomicStatusAssociatedwithHigherRiskofDiabetes
Map3showsthepercentof
familiesbelowpovertybyzip
code.Thezipcodesinredhave
thehighestpercentoffamilies
belowpoverty;between33.5%
and43.7%.
ThezipcodesnearFlinthavethe
highestpercentoffamiliesbelow
poverty.
Atleast20%ofthefamiliesinthe
followingzipcodesarebelow
poverty:48505,48502,48503,
48504,48506,48458,48507,and
48529
8 | P a g e Map4showstheaverage
annualhouseholdincome
andadults25andolder
whohaslessthana4‐year
collegedegreebyzipcode.
Thedarkerthecolor,the
lowertheaverage
householdincome.The
darkerthelines,thehigher
thepercentofadultswho
donothavea4‐year
collegedegree.
ThezipcodesnearestFlint
haveboththelowest
averagehouseholdincome
andthehighestpercentof
adults25yearsoldand
olderwhodonothavea4‐
yeardegree.
Thefollowingzipcodes
hadaveragehousehold
incomelessthan$45,000
peryear:48502,48505,
48503,48504,48506,
48458,48529,48507,and
48519
Atleast90%ofadults25
yearsoldandolderhave
lessthanafour‐year
collegedegreeinthefollowingzipcodes:48505,
48727,48458,48529,48506,48463,and48457.
9 | P a g e Map5showsthepercentofthe
populationthatisHispanicbyzip
code.Asthebluecolordarkens
thepercentofthepopulationthat
isHispanicincreases.Thezip
codeintheeasternpartofLapeer
Countyhasthehighestpercentof
Hispanics.
Atleast7%ofthepopulationis
Hispanicinthefollowingzip
codes:48444and48506.
NationallyHispanicshavea
higherriskofdeveloping
diabetes.Thepopulationof
HispanicsinMichiganislessthan
5%ofthetotalpopulation
makingitdifficulttoestimatethe
riskforHispanicsinMichiganbut
itislikelytoresemblethe
nationalrisk.
10 | P a g e Map6showsthepercentofthe
populationthatisAfrican
Americanbyzipcode.Asthered
colordarkensthepercentofthe
populationthatisAfrican
Americanincreases.Thezip
codesnearestFlinthavethe
highestpercentofAfrican
Americans.
Atleast20%ofthepopulationis
AfricanAmericaninthefollowing
zipcodes:48505,48504,48502,
48503,48532,48458,and48507.
11 | P a g e Map7showsthepercentofthe
populationages45through64
yearsoldbyzipcode.Asthe
orangecolordarkens,the
percentofthepopulationthatis
between45and64yearsold
increases.
Atleast30%ofthepopulationis
45to64yearsoldinthe
followingzipcodes:48455,
48428,48463,48841,48421,
48848,48438,48414,48412,
48464,48436,48003,48509,
48460,48418,48446,48461,
and48430
12 | P a g e Map8showsthepercentofthe
population65yearsoldand
olderbyzipcode.Astheorange
colordarkens,thepercentof
thepopulationthatisbetween
45and64yearsoldincreases.
Atleast15%ofthepopulation
is65yearsoldandolderinthe
following:48433,48532,
48473,48460,48476,48519,
48509,48817,48420,48841,
48449,48463,48429,48455,
48867,48446,48412,48423,
48727,and48464.
13 | P a g e BehaviorsAssociatedwithHigherRiskofDiabetes
Map9showsthelikelihoodadultshealth
insurancebyzipcodecomparedtothe
averageuseracrossthethreecounties.The
darkerthebluethelesslikelytheyareto
reporthavinghealthinsurance.
MarketPotentialIndex(MPI)iscalculated
basedonthenumberofusersper100
householdsineachzipcodedividedby
numberofusersper100householdsinthe
geographicareaofinteresttimes100.It
indicatesthelikelihoodthathouseholdsina
zipcodearetodisplaythebehaviorofinterest
comparedtotheaverageforthegeographyof
interest.AnMPIoflessthan100indicates
theyarelesslikelytodisplaythebehaviorof
interest.AnMPIgreaterthan100indicates
theyaremorelikelytodisplaythebehaviorof
interest.AnMPIof100indicatesthattheyare
aslikelytodisplaythebehaviorofinterestas
theaveragehouseholdinthegeographyof
interest.
ThebehaviorofinterestinMap9ishaving
healthinsuranceandthegeographyof
interestisShiawassee‐Genesee‐LapeerCounties(GreaterFlintArea).Theareasofdarkestblueare21%lesslikelytohaveinsuranceas
comparedtotheaveragefortheGreaterFlintAreaandtheareaswiththelightestblueshadingare9%morelikelytohaveinsuranceas
comparedtotheaveragefortheGreaterFlintArea.
14 | P a g e Map10showsthelikelihoodhouseholds
consumemoreorlesspoundsoffresh
fruitsandvegetablespermonthbyzip
codeascomparedtotheaverageuse
acrossthethreecounties.Thedarkerthe
greenthelesslikelythehouseholdsareto
consumeasmuchfreshfruitsand
vegetablesastheaveragehouseholdinthe
GreaterFlintArea.
MarketDemandIndex(MDI)iscalculated
basedontheaverageconsumptionper
householdineachzipcodecomparedto
theaverageconsumptioninthegeography
ofinterest.Itindicatesthelikelihoodthat
householdsinazipcodehaveahigheror
lowerdemand(orrateofconsumption)for
aparticularproductcomparedtothe
averageforthegeographyofinterest.An
MDIoflessthan100indicateshouseholds
arelesslikelytoconsumetheproductof
interest.AnMDIgreaterthan100indicates
householdsaremorelikelytoconsumethe
productofinterest.AMDIof100indicates
thattheyareaslikelytoconsumethe
productofinterestastheaverage
householdinthegeographyofinterest.
TheproductofinterestinMap10ispoundsoffreshfruitsandvegetablesconsumedpermonthperhouseholdandthegeographyof
interestisShiawassee‐Genesee‐LapeerCounties(GreaterFlintArea).Theareasofdarkestgreenare14%lesslikelytoconsumefresh
fruitsandvegetablesascomparedtotheaveragefortheGreaterFlintAreaandtheareaswiththelightestyellow‐greenshadingare6%
morelikelytoconsumefreshfruitsandvegetablesascomparedtotheaveragefortheGreaterFlintArea.
15 | P a g e Map11showsthelikelihoodadultsin
exercise2ormoretimesperweekby
zipcodecomparedtotheaveragefor
theGreaterFlintArea.Thedarkerthe
purplethelesslikelytheyaretoreport
exercising2ormoretimesperweek.
MarketPotentialIndex(MPI)is
calculatedbasedonthenumberof
usersper100householdsineachzip
codedividedbynumberofusersper
100householdsinthegeographicarea
ofinteresttimes100.Itindicatesthe
likelihoodthathouseholdsinazipcode
aretodisplaythebehaviorofinterest
comparedtotheaverageforthe
geographyofinterest.AnMPIofless
than100indicatestheyarelesslikelyto
displaythebehaviorofinterest.AnMPI
greaterthan100indicatestheyare
morelikelytodisplaythebehaviorof
interest.AnMPIof100indicatesthat
theyareaslikelytodisplaythe
behaviorofinterestastheaverage
householdinthegeographyofinterest.
ThebehaviorofinterestinMap11isexercising2moretimesperweekandthegeographyofinterestisShiawassee‐Genesee‐Lapeer
Counties(GreaterFlintArea).Theareasofdarkestpurpleare26%lesslikelytoexercise2ormoretimesperweekascomparedtothe
averagefortheGreaterFlintAreaandtheareaswiththelightestpurpleshadingare16%morelikelytoexercise2ormoretimesper
weekascomparedtotheaveragefortheGreaterFlintArea.
16 | P a g e Map12showsthelikelihoodadultswatch45
ormorehoursoftelevisionperweekbyzip
codecomparedtotheaveragefortheGreater
FlintArea.Thedarkpurpleareasaremore
likelytoreportwatching45ormorehoursof
televisionperweek.
MarketPotentialIndex(MPI)iscalculated
basedonthenumberofusersper100
householdsineachzipcodedividedby
numberofusersper100householdsinthe
geographicareaofinteresttimes100.It
indicatesthelikelihoodthathouseholdsina
zipcodearetodisplaythebehaviorofinterest
comparedtotheaverageforthegeographyof
interest.AnMPIoflessthan100indicates
theyarelesslikelytodisplaythebehaviorof
interest.AnMPIgreaterthan100indicates
theyaremorelikelytodisplaythebehaviorof
interest.AnMPIof100indicatesthattheyare
aslikelytodisplaythebehaviorofinterestas
theaveragehouseholdinthegeographyof
interest.
ThebehaviorofinterestinMap12is
watching45ormorehoursoftelevisionper
weekandthegeographyofinterestis
Shiawassee‐Genesee‐LapeerCounties(Greater
FlintArea).Thedarkpurpleareasare26%morelikelytowatch45ormorehoursoftelevisionperweekascomparedtotheaveragefor
theGreaterFlintAreaandtheareasinyelloware9%lesslikelytowatch45ormorehoursoftelevisionperweekascomparedtothe
averagefortheGreaterFlintArea.
17 | P a g e UnderstandingtheBuiltEnvironment
Table2belowprovidesalistofthenumberofcertaintypesofbusinesseslocatedintheGreater
FlintArea.BusinesseswereidentifiedbasedonNorthAmericanIndustryClassificationSystem
(NAICS)codes.Businesseswereidentifiedusingthefollowingcodes:
 621111
MedicalOffices(exceptMentalHealthSpecialist)
 445120
Conveniencefoodstores
 447110
Gasolinestationswithconveniencestores
 445110
Grocerystores
 813110
Churches
 722511‐722515
Restaurants
 722515
Coffeeshops
 812112‐812113
BeautySalons
 611110
ElementaryandSecondarySchools
 713940
FitnessCenters
Appendix7providesalistofeachofthesetypesofbusinessesthatareintheGreaterFlintArea.
Table2.NumberofSelectTypesofBusinesseswithintheGreaterFlintArea
NumberofBusinesses
MedicalOffices(exceptMentalHealth
584
Specialist)*
12
FederallyQualifiedHealthCentersǂ
ConvenienceStores
GasolineStationswithConvenienceStores
GroceryStores
128
154
168
Churches
851
Restaurants
CoffeeShops
908
18
BeautySalons
ElementaryandSecondarySchools
576
459
FitnessCenters
104
*Thisincludesdermatologists,cardiologist,andotherspecialtyofficesinadditiontoprimarycareoffices.
Duetochangesincoding,itisnoteasytoseparatethetypeofmedicalofficebasedontheNAICScodes.
Also medical offices are listed multiple times because each provider can register themselves as a
business.Attemptsweremadetode‐duplicatethenumberbasedonthestreetaddress.However,all
listingsareprovidedinAppendix7.
ǂHealthResourceandServiceAdministrationDataWarehouse
http://datawarehouse.hrsa.gov/Download_HCC_LookALikes.aspx.AccessedMarch8,2013
18 | P a g e LargeEmployers
Table3belowprovidesalistofbusinessthathave500ormoreemployeeswithinLexingtonYMCA
servicearea.Businesseswithmultiplelocationsmayhaveregisteredthenumberofemployeesfor
eachlocationORthenumberforalllocations.(e.g.,McDonald'smightsayithas10,000employees
becausealllocationscombinedhave10,000).Appendix8providesalistofallbusinesses,large
employers,andbusinesswithmultiplelocations.Thebusinesslistsmaycontainthesamebusiness
multipletimesforseveralreasons1)theyhavemultiplelocations2)differentspellingsofthesame
businesswereregisteredwiththesameaddress3)thebusinessisregisteredundermorethanone
NASICcodeand4)itwasregisterwiththesamenamemorethanonceorwithadifferentemployee
size.
Table3.LargeEmployerswithinGreaterFlintArea
Company Name
Address
HURLEYMEDICALCTR
MCLARENREGIONALMEDICALCTR
GMCUSTOMERCARE&AFTERSALES
GENESYSHEALTHSYSTEM
MEMORIALHEALTHCARECTR
VLASICPICKLES
MEIJER
USPOSTOFFICE
CITIZENSBANK
SOCIALSERVICEDEPT
CHILDREN'SPROTECTIVESVC
UNIVERSITYOFMICHIGAN‐FLINT
CHARLESSTEWARTMOTTCOLLEGE
LAPEERREGIONALMEDICALCTR
PENDACORP
WALMARTSUPERCENTER
MEIJER
5THAVE&GRANDTRAVERSE
401SBALLENGERHWY
6200GRANDPOINTEDR
1GENESYSPKWY
826WKINGST
415SBLACKSCORNERSRD
4333WPIERSONRD#G
250EBOULEVARDDR
328SSAGINAWST
125EUNIONST
125EUNIONST
303EKEARSLEYST
1401ECOURTST
1375NMAINST
2101NLAPEERRD
6170SSAGINAWRD
2474WHILLRD
City/State
Flint,MI
Flint,MI
GrandBlanc,MI
GrandBlanc,MI
Owosso,MI
ImlayCity,MI
Flint,MI
Flint,MI
Flint,MI
Flint,MI
Flint,MI
Flint,MI
Flint,MI
Lapeer,MI
Lapeer,MI
GrandBlanc,MI
Flint,MI
Zip
Code
48503
48532
48439
48439
48867
48444
48504
48502
48502
48502
48502
48502
48503
48446
48446
48439
48507
19 | P a g e Appendix1:ProjectandTechnicalNotes:
BehavioralRiskFactorSurveillanceSystem(BRFSS)isaprimarysourceofdiabetesdataatthe
countyandstatelevelforlocalhealthdepartmentsandotheragencies.Throughagrantaward,
fromNACDDtheDirectorsofHealthPromotionandEducation(DHPE)areabletoofferdataand
analysisatsmallerunitsofgeographythroughadatabasemaintainedbytheNielsenCompany.
TechnicalBackground
Nielsenisaglobalmarketingandadvertisingresearchcompanythatofferssoftwaretobusinesses
andgovernmentagenciesthroughtwosoftwareprograms:ConsumerPointandPrimeLocation.
Nielsenisoneoftheworld’sleadingsuppliersofmarketinginformation,mediainformationandTV
ratings,onlineintelligence,andmobilemeasurement.
NielsenPRIZMSegments
Communitypopulationsarecategorizedinto66segmentsbasedonsocioeconomicrank,lifestage,
andurbanization.The66segmentseachhaveuniquedemographicdescriptionsbasedonincome,
ageclass,agerange,presenceofkidsinthehousehold,homeownership,employment,education,
andraceandethnicity.Eachsegmentalsohasspecificlifestylepreferencesthataretypicalforthe
segmentsuchasmediapreferences,shoppingpreferences,andtypicalbehaviors.More
informationmaybeaccessedatthefollowingsite:
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&SubID=&pageName=Segment%2BL
ook‐up
Appendix2:EnhancedDemographics
Duetothelengthofthisappendixitisinaseparateaccompanyingdocument.Thisappendix
containsdetaileddemographicsandsocioeconomiccharacteristicsbeyondthoseprovidedin
Table1.
20 | P a g e Appendix3:SupportingDocumentationforMap2andtheMediaProfiles
MediaprofileswereconductedforthetargetareaofinterestusingPRIZMhouseholdsegmentsthat
havecharacteristicsassociatedwithahigherriskofdevelopingprediabetesanddiabetesasthe
targetpopulation.Forthisreport,thegeographyofinteresttheGreaterFlintAreaconsistingof
Shiawassee,Genesee,andLapeerCounties.
Thereareapproximately226,410householdsintheGreaterFlintArea.Oftheseapproximately
101,225households(or45%ofhouseholds)haveoneormorememberswhoareathighriskof
developingprediabetes.
Belowisabriefdescriptionofhowtointerpretthetablesinthisappendix.Appendix4provides
someadditionalinformationonthedefinitionsofthemediaquintiles.
TotalHouseholdsreferstoallhouseholdsinthegeographyofinterest.
TargetHouseholdsreferstothehouseholdswithinthePRIZMsegmentsthatareathighestriskof
developingprediabetesanddiabetes.ThePRIZMsegmentsthataremostlikelytodevelop
prediabetesanddiabetesbasedonage,householdincome,andeducationattainmentare:
38,39,40,41,42,43,44,45,46,48,49,52,53,54,55,56,57,58,59,60,61,64,65,66.Fulldescriptionsofeach
ofthesesegmentscanbefoundat:
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&id1=1027&id2=&webid=1.These
segmentswereidentifiedashighriskbecausetheiragerangewasbetweenoroverlappedthe45to
84agegroup,theiraveragemedianhouseholdincomeperyearwas$50,000orless,andthehighest
levelofeducationattainmentwaslessthanafour‐yearcollegedegree.Thesegmentsidentifiedas
highriskforprediabetesanddiabeteshavealsobeenshowntobelessphysicallyactiveandless
likelytoconsumefruitsandvegetablesandmorelikelytowatch20ormorehoursoftelevisionper
weekascomparedtoothersegments.
Countreferstothetotalestimatednumberofhouseholdsthatfittheprofilewithintheareaof
interestandhouseholdsegmentsofinterest.ForTotalHouseholds,countisthenumberof
householdsintheareaofinterestthatfittheprofile.ForTargetHouseholds¸countreferstothe
numberofhouseholdsthatareathighriskofdevelopingprediabetesordiabetesintheareaof
interestthatfittheprofile.
Users/100HHreferstotherateofadultsthatfittheprofileandarelocatedintheareaofinterest
forevery100households.Thisiscalculatedbydividingthehouseholdbasecountbythetarget
populationcount.Someoftheprofilesorindicatorsarebasedonhouseholdresponsesothersare
basedonindividualadultresponses.Profilesorindicatorsbasedonhouseholdresponsesare
indicatedby(H).Thosethatarebasedonindividualadultresponsesareindicatedby(A).
Indexreferstothelikelihoodamemberofthetargethouseholdfitstheprofilebasedonabaseline
of100.Forexample,iftheindexisover100,itismorelikelythatthetargetpopulationengagesin
theactivityorconsumesproductlistedinthefirstcolumnofthetablecomparedtothetotal
population.Thisiscalculatedbydividingtheusersperhouseholdsforthetotalpopulationbythe
usersperhouseholdforthetargetpopulation.
Profilereferstoeachoftheitemslistedinthefirstcolumnofthetables.Thesearethe“profiles”or
indicatorsthatarebeingassessedtodeterminetheextenttowhichthetargethouseholdsarelikely
toengageintheactivityorconsumeaproductlisted.
21 | P a g e Table4belowprovidesalistofzipcodesintheGreaterFlintAreaalongwiththenumberof
householdsineachzipcodeandthenumberofhouseholdsthefitthetargetsegmentprofiles.This
istheinformationusedinMap2toidentifywherethetargetpopulationlives.
Table4.LocationofTargetPopulationbyZipCode
ZipCode
48458 48476 48532 48519 48463 48727 48817 48457 48464 48506 48509 48420 48505 48507 48429 48423 48444 48446 48433 48449 48867 48461 48841 48439 48502 48421 48414 48430 48857 48412 48003 48460 48451 48872 48418 48436 48848 48455 48428 48438 City/Town
Mount Morris Vernon Flint Burton Otisville Clifford Corunna Montrose Otter Lake Flint Burton Clio Flint Flint Durand Davison Imlay City Lapeer Flushing Lennon Owosso North Branch Henderson Grand Blanc Flint Columbiaville Bancroft Fenton Morrice Attica Almont New Lothrop Linden Perry Byron Gaines Laingsburg Metamora Dryden Goodrich TotalHouseholds
Count
8,140 94 8,178 3,247 1,780 456 2,578 2,976 796 10,928 3,640 8,516 9,165 12,983 3,614 13,490 3,393 11,629 10,464 1,075 11,199 2,906 275 19,672 273 2,525 880 14,566 957 2,195 2,221 858 5,607 2,839 1,531 1,334 2,922 3,065 1,869 2,351 TargetHouseholds
Count
Percentof
Households
6,208
67
4,903
1,935
964
246
1,387
1,563
418
5,720
1,897
4,403
4,727
6,687
1,841
6,745
1,549
5,277
4,701
445
4,414
1,135
103
7,361
91
826
271
4,469
274
586
556
188
1,218
555
298
195
424
378
177
65
76.3 71.9 60.0 59.6 54.2 54.0 53.8 52.5 52.5 52.3 52.1 51.7 51.6 51.5 50.9 50.0 45.7 45.4 44.9 41.4 39.4 39.1 37.5 37.4 33.3 32.7 30.8 30.7 28.6 26.7 25.0 21.9 21.7 19.6 19.5 14.6 14.5 12.3 9.5 2.8 22 | P a g e ZipCode
TotalHouseholds
Count
City/Town
48444 Imlay City 48446 Lapeer 48433 Flushing HouseholdBaseCount
TargetHouseholds
Count
Percentof
Households
3,393 11,629 10,464 1,549
5,277
4,701
45.7 45.4 44.9 231,154
101,206
43.78
Tables4through11showselectmediaprofilewiththehighestnumberofusersper100
householdswithinthetargethouseholdsegmentsintheGreaterFlintArea.Summeryanalysisand
recommendationsbasedonthesedataareprovidedinMarketingsectionofthisreport.
Table5.PrintMediaUseamongResidentsintheGreaterFlintAreaThatAreLeastLikelyto
EngageinHealthyBehaviors
PrintMediaProfile
ReadMagazines‐LowerHalf(A)
ReadNewspaper‐LowerHalf(A)
ReadNewspaper‐UpperHalf(A)
ReadNewspaper‐DistributedMagazines‐ Net
Audience(A)
ReadSundayNewspaper(A)
ReadMagazines‐UpperHalf(A)
ReadWomen'sMagazines‐NetAudience(A)
ReadGeneralEditorialMagazines‐NetAudience
(A)
ReadDailyNewspaper(A)
ReadHomeServicesMagazines‐NetAudience
(A)
ReadNewsWeeklyMagazines‐NetAudience(A)
ReadMagazines‐Quintile5(A)
ReadMagazines‐Quintile4(A)
ReadNewspaper‐Quintile2(A)
ReadNewspaper‐Quintile5(A)
ReadNewspaper‐Quintile4(A)
ReadMagazines‐Quintile3(A)
ReadNewspaper‐Quintile1(A)
HouseholdBaseCount
TotalHouseholds
Count
Users/
100HHs
227,062
100
209,227
92
210,384
93
212,807
94
TargetHouseholds
Count
Users/ Index
100HHs
97,799
97
96
83,563
83
89
81,918
81
87
81,851
81
86
189,592
192,532
167,593
165,052
84
85
74
73
73,856
67,680
63,643
62,536
73
67
63
62
87
79
85
85
158,849
135,681
70
60
61,805
51,814
61
51
87
85
146,464
94,415
90,205
88,089
85,613
82,226
83,970
82,076
226,410
65
42
40
39
38
36
37
36
51,111
45,162
36,353
35,930
35,325
33,656
32,219
31,619
101,225
50
45
36
36
35
33
32
31
78
107
90
91
92
92
86
86
PRIZM2013,AttributeList:MediamarkResearchInc.,2012,Copyright2012,TheNielsenCompany.
23 | P a g e Table6.RadioMediaUseamongResidentsintheGreaterFlintAreaThatAreLeastLikelyto
EngageinHealthyBehaviors
RadioMediaProfile
PlacedinLowerHalfofRadioListening(A)
PlacedinUpperHalfofRadioListening(A)
ListenM‐F‐Radio‐6am‐10am‐NetAudience(A)
ListenS‐S‐Radio‐10am‐3pm‐NetAudience(A)
ListenM‐F‐Radio‐10am‐3pm‐NetAudience(A)
ListenM‐F‐Radio‐3pm‐7pm‐NetAudience(A)
ListenS‐S‐Radio‐6am‐10am‐NetAudience(A)
PlacedinRadioQuintile5(A)
ListenCountryRadio‐NetAudience(A)
PlacedinRadioQuintile1(A)
PlacedinRadioQuintile4(A)
HouseholdBaseCount
TotalHouseholds
Count
Users/
100HHs
211,609
93
208,004
92
199,413
88
168,715
75
158,110
70
169,149
75
132,119
58
90,649
40
109,447
48
87,710
39
82,727
37
226,410
TargetHouseholds
Count
Users/ Index
100HHs
90,908
90
96
74,585
74
80
65,039
64
73
59,391
59
79
58,924
58
83
51,891
51
69
49,563
49
84
46,536
46
115
39,785
39
81
32,813
32
84
32,331
32
87
101,225
PRIZM2013,AttributeList:MediamarkResearchInc.,2012,Copyright2012,TheNielsenCompany.
Table7.TelevisionMediaUseamongResidentsintheGreaterFlintAreaThatAreLeast
LikelytoEngageinHealthyBehaviors
TelevisionMediaProfile
TVTotalUpperHalf(A)
Avg1/2HrTVAud‐PrmtmWkday8pm‐11pm
(E/P)(A)
Avg1/2HrTVAud‐Wkdays8pm‐11pm(E/P)(A)
Avg1/2HrTVAud‐Wkdays7.30pm‐8pm(E/P)(A)
Avg1/2HrTVAud‐Wkdays7pm‐7.30pm(E/P)(A)
Avg1/2HrTVAud‐Su7pm‐10pm(E/P)(A)
Avg1/2HrTVAud‐Sa8pm‐10pm(E/P)(A)
WatchSatellite/CableTVSubscribers(H)
TVDaytimeTV‐NetAudience(A)
Avg1/2HrTVAud‐Sa7.30pm‐8pm(E/P)(A)
Avg1/2HrTVAud‐Wkdays6pm‐7pm(E/P)(A)
Avg1/2HrTVAud‐Su6pm‐7pm(E/P)(A)
Avg1/2HrTVAud‐Su10pm‐11pm(E/P)(A)
WatchTheWeatherChannel‐1wk(A)
TVTotalLowerHalf(A)
HeavyCableTVViewer‐15+hrs‐1wk(H)
Avg1/2HrTVAud‐Wkdays4pm‐7.30pm(E/P)(A)
Avg1/2HrTVAud‐Sa6pm‐7.30pm(E/P)(A)
Avg1/2HrTVAud‐Su4.30pm‐6pm(E/P)(A)
WatchHistoryChannel‐1wk(A)
SubscribetoCableTV(H)
WatchNFLMonday/ThursdayNightFootball‐ 1wk
(A)
WatchFoxNewsChannel‐1wk(A)
TVTotalQuintile1(A)
HouseholdBaseCount
TotalHouseholds
Count
Users/
100HHs
224,632
99
204,901
91
TargetHouseholds
Count
Users/ Index
100HHs
102,492
101
102
85,529
84
93
204,901
188,154
180,918
196,570
192,490
186,888
145,738
157,422
150,812
151,308
152,074
163,499
194,969
142,294
124,111
126,262
127,026
145,213
120,169
152,478
91
83
80
87
85
83
64
70
67
67
67
72
86
63
55
56
56
64
53
67
85,529
85,427
83,745
82,227
82,010
79,459
73,056
72,397
72,285
67,195
64,153
64,012
62,981
62,307
60,880
58,944
56,129
53,946
53,912
52,087
84
84
83
81
81
79
72
72
71
66
63
63
62
62
60
58
55
53
53
51
93
102
104
94
95
95
112
103
107
99
94
88
72
98
110
104
99
83
100
76
134,010
97,040
226,410
59
43
51,832
51,766
101,225
51
51
87
119
PRIZM2013,AttributeList:MediamarkResearchInc.,2012,Copyright2012,TheNielsenCompany.
24 | P a g e Table8.InternetUseamongResidentsintheGreaterFlintAreaThatAreLeastLikelyto
EngageinHealthyBehaviors
InternetUseProfile
UseInternet‐Light(A)
UseInternet‐1mo(A)
UseInternetatHome‐1mo(A)
UseInternetforE‐Mail‐1mo(A)
OwnPC(H)
InternetUseQuintiles:5(A)
HasInternetAccessatHomeusingComputer(H)
UseInternet‐Heavy(A)
InternetUseQuintiles:4(A)
HouseholdBaseCount
TotalHouseholds
Count
Users/
100HHs
240,721
106
298,986
132
259,255
115
254,665
112
167,280
74
104,420
46
149,923
66
178,875
79
96,200
42
226,410
TargetHouseholds
Count
Users/ Index
100HHs
113,216
112
105
92,867
92
69
76,025
75
66
74,807
74
66
61,874
61
83
56,344
56
121
52,917
52
79
52,249
52
65
45,473
45
106
101,225
PRIZM2013,AttributeList:MediamarkResearchInc.,2012,Copyright2012,TheNielsenCompany.
Table9.AttitudeTowardsMediaamongResidentsintheGreaterFlintAreaThatAreLeast
LikelytoEngageinHealthyBehaviors
AttitudeTowardsMediaProfile
NewspaperAdsGiveUsefulInfoonBargains‐
Agree(A)
TVAdsGiveGoodInfoonNewProducts/Services‐
Agree(A)
NewspaperAdsGiveGoodInfoonNew
Products/Services‐Agree(A)
MagazineAdsGiveGoodInfoonNew
Products/Services‐Agree(A)
TVAdsAreAmusing‐Agree(A)
TVAdsGiveUsefulInfoonBargains‐Agree(A)
WaitforOtherstoTryThingsBeforeIBuy‐ Agree
(A)
NewspaperAdsGiveGoodInfoonConsumer
ProductsUse‐Agree(A)
TVAdsGiveGoodInfoonConsumerProdUse‐
Agree(A)
OftenSeekAdviceofOthersBeforeBuying‐ Agree
(A)
MagazineAdsGiveUsefulInformationon
Bargains‐Agree(A)
MediaTrustedtheMost‐Television(A)
HouseholdBaseCount
TotalHouseholds
Count
Users/
100HHs
262,966
116
TargetHouseholds
Count
Users/ Index
100HHs
106,900
106
91
238,919
106
95,319
94
89
213,597
94
87,647
87
92
206,513
91
81,970
81
89
197,434
200,359
183,330
87
88
81
80,421
79,887
73,337
79
79
72
91
89
89
173,084
76
73,153
72
95
175,817
78
71,522
71
91
182,275
81
70,694
70
87
168,645
74
69,359
69
92
134,429
226,410
59
66,293
101,225
65
110
PRIZM2013,AttributeList:MediamarkResearchInc.,2012,Copyright2012,TheNielsenCompany.
25 | P a g e Table10.GroceryShoppingHabitsamongResidentsintheGreaterFlintAreaThatAreLeast
LikelytoEngageinHealthyBehaviors
GroceryShoppingHabitsProfile
ShopatWal‐MartSupercenter‐1mo(A)
GroceryShop‐1Time‐1wk(A)
RedeemCouponsatGroceryStore‐3mo(A)
GroceryStore‐Travel3‐5Miles(A)
GroceryStore‐Travel1‐2Miles(A)
GroceryShop‐2Times‐1wk(A)
HouseholdBaseCount
TotalHouseholds
Count
Users/
100HHs
256,522
113
128,722
57
136,141
60
113,873
50
95,874
42
105,842
47
226,410
TargetHouseholds
Count
Users/ Index
100HHs
99,241
98
87
51,911
51
90
47,421
47
78
41,605
41
82
39,317
39
92
37,425
37
79
101,225
PRIZM2013,AttributeList:MediamarkResearchInc.,2012,Copyright2012,TheNielsenCompany.
Table11.RetailerUseandShoppingHabitsamongResidentsintheGreaterFlintAreaThat
AreLeastLikelytoEngageinHealthyBehaviors
RetailerandShoppingHabitsProfile
ShopatWal‐Mart‐3mo(A)
ShopatLowe's‐1yr(A)
ShopatHomeDepot‐1yr(A)
ShopatWalgreens‐6mo(A)
ShopatCVSPharmacy/LongDrugs‐6mo(A)
ShopatWal‐MartPharmacy‐6mo(A)
ShopatTarget‐3mo(A)
ShopatJCPenney‐3mo(A)
ShopatKmart‐3mo(A)
HouseholdBaseCount
TotalHouseholds
Count
Users/
100HHs
293,658
130
171,345
76
167,312
74
142,532
63
130,358
58
94,830
42
135,212
60
107,471
47
85,311
38
226,410
TargetHouseholds
Count
Users/ Index
100HHs
113,039
112
86
57,086
56
75
52,271
52
70
51,817
51
81
46,970
46
81
39,525
39
93
39,178
39
65
38,728
38
81
35,592
35
93
101,225
PRIZM2013,AttributeList:MediamarkResearchInc.,2012,Copyright2012,TheNielsenCompany.
Table12.RestaurantUseamongResidentsintheGreaterFlintAreaThatAreLeastLikelyto
EngageinHealthyBehaviors
RestaurantUseProfile
BuyfromAnyFastFoodRestaurant‐1mo(A)
BuyfromFastFoodBurgers/HotDogs
Restaurant‐1mo(A)
BuyfromFamilyRestaurant/Steakhouse‐ 1mo(A)
BuyfromMcDonald's‐1mo(A)
BuyfromFastFoodPizzaRestaurant‐6mo(A)
BuyfromFastFoodSandwichRestaurant‐ 1mo
(A)
BuyfromFastFoodChickenRestaurant‐1mo(A)
BuyfromFamilyRestaurants/SteakHousesfor
Supper/Dinner‐1mo(A)
BuyfromFastFoodPizza/PastaRestaurant‐ 1mo
(A)
BuyfromBurgerKing‐1mo(A)
HouseholdBaseCount
TotalHouseholds
Count
Users/
100HHs
350,102
155
300,721
133
TargetHouseholds
Count
Users/ Index
100HHs
131,153
130
84
112,451
111
84
266,610
210,790
169,358
156,692
118
93
75
69
94,202
75,642
56,216
52,211
93
75
56
52
79
80
74
75
137,362
158,167
61
70
49,854
49,704
49
49
81
70
133,688
59
44,086
44
74
116,703
226,410
52
43,364
101,225
43
83
PRIZM2013,AttributeList:MediamarkResearchInc.,2012,Copyright2012,TheNielsenCompany.
26 | P a g e Appendix4:MediamarkResearchDefinitionofMediaQuintiles
Newspapers
Numberofnewspapersreadinan
average28‐dayperiod.
QuintileI
QuintileII
QuintileIII
QuintileIV
QuintileV
Upperhalf(Heavy)
Lowerhalf(Light)
Magazines
Numberofmagazinesreadinan
average28‐dayperiod.
QuintileI
QuintileII
QuintileIII
QuintileIV
QuintileV
Upperhalf(Heavy)
Lowerhalf(Light)
Radio
Numberofhalfhourslistenedtoper
week.
QuintileI
QuintileII
QuintileIII
QuintileIV
QuintileV
Upperhalf(Heavy)
Lowerhalf(Light)
TV‐Total
Numberofhalfhoursviewedperweek
foralltimeperiods
QuintileI
QuintileII
QuintileIII
QuintileIV
QuintileV
Upperhalf(Heavy)
Lowerhalf(Light)
Men
Women
25+
21‐24
9‐20
1‐8
0
16+
0‐15
25+
20‐24
7‐19
1‐6
0
13+
0‐12
Men
Women
15+
8‐14
4‐7
1‐3
0
6+
0‐5
18+
10‐17
5‐9
2‐4
0‐1
7+
0‐6
Men
Women
60+
26‐59
14‐25
5‐13
0‐4
20+
0‐19
42+
21‐41
12‐20
3‐11
0‐2
15+
0‐14
Men
Women
85+
57‐84
38‐56
19‐37
0‐18
47+
0‐46
95+
60‐94
39‐59
20‐38
0‐19
49+
0‐48
27 | P a g e Internet
Numberoftimesusedinamonth
QuintileI
QuintileII
QuintileIII
QuintileIV
QuintileV
Upperhalf(Heavy)
Lowerhalf(Light)
Men
56+
28-55
6-27
1-5
0
18+
0-17
Women
56+
19-55
2-18
1
0
18+
0-17
Appendix5:SelectDemographicsbyZipCode
Duetothelengthofthisappendixitisinaseparateaccompanyingdocument.Thisinformationin
thisappendixwasusedinthecreationofMaps3through8.
Appendix6.BehaviorsAssociatedwithHigherRiskofDiabetes
Duetothelengthofthisappendixitisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedcreateMaps9through12.
Appendix7.ListofSelectBusinessesintheGreaterFlintArea
Duetothelengthofthisappendixitisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedtoestimatethenumberofbusinessinTable2.
Appendix8.LargeandMultiSiteBusinesses
Duetothelengthofthisappendixitisinaseparateaccompanyingdocument.Theinformationin
thisappendixwasusedtodevelopthelargeemployerlistinTable3.
28 | P a g e