This week we explore the SimmonsLOCAL data package to find which cities in America have the highest percentage of residents enrolled in a frequent flyer program. SimmonsLOCAL is available as an add on data package to SimplyMap, and contains over 50,000 variables. The data measures 210 American DMA's (Designated Market Areas) with data estimated down to the block group level.

With over 50,000 variables in the data package, you can imagine the variety of variables available to you - in this example we’ll take a look specifically at survey takers who said YES to being currently enrolled in a frequent flyer program. In total, there is 24 variables related to frequent flyer programs including airline specific programs from: Southwest Airlines, Delta, United, and Continental. Let’s get started!

First, create a Ranking Report in SimplyMap.

Open the Variables tab and follow this path: SimmonsLOCAL » TRAVEL » FREQUENT FLYER PROGRAM » FREQUENT FLYER PROG-CURRENTLY ENROLLED?

Next, click on the Locations panel and use the USA as your geography. Once you close out the Locations panel, SimplyMap will generate your report. Use the Analyze Data By feature to analyze the USA by Cities.

Lastly, we applied a population filter to only show cities larger than 150,000 residents. Results below!

Arlington, VA comes away as the #1 spot in the United States for highest percentage of residents enrolled in a frequent flyer program. Seattle and San Francisco come in a distant 2nd and 3rd, respectively.

We hope you enjoyed this week’s SimplyMap report exploring data within the SimmonsLOCAL package. If your institution is interested in a free trial, send us an email to: support@geographicresearch.com