DDB11thedition

Table 1A
Table 1A HOUSEHOLDS
% Total
Sample
Number in Sample
GENERAL BEHAVIORS - HEAVIER USERb
Read books/articles about health
Visited gourmet coffee bar or caf
Visited fastfood restaurant
Went on weight reducing diet
Went dancing at a club
Played bingo
Worked in the garden
Jogged
Went camping
Rented a DVD
Traveled to another country
Attended church/place of worship
CONSUMPTION - HEAVIER USERc
Dessert
Diet sodas
Sports drinks
Cordials, liqueurs or other after-dinner drinks
Chocolate bars
Premium icecream
SHOPPING ACTIVITIES - HEAVIER USERb
Purchased from mail order catalog
Shopped at a convenience store
Purchased items for home at discount retailer
Bought a store's own brand
Used a price coupon
PRODUCT OWNERSHIPd
DVD
PVR
MP3 Player
Personal computer
Cellular phone
Individual retirement account
Car
Home
ATV or off-road motorcycle
Dog
Cat
TYPES OF TV SHOWS WATCHED REGULARLYe
Children's shows
Comedy
Drama
Home improvement
News/political
Religious programming
Sports
Weather
29.9
8.7
59.6
2.7
2.7
2.8
19.7
6.7
2.2
15.4
0.8
42.1
Marital Statusa
Household Size
Children at Home
1
2
3-5 6+
1
2
3
4
5
0
1
2-3
4+
523 ### ### 133 ### 216 77 283 484 1805 765 687 88
27.6
6.4
46.6
2.4
3.3
3.7
18.1
6.6
1.2
7.5
0.4
43.8
33.1
8.7
54.1
2.7
2.7
3.1
23.9
6.8
2.7
13.2
0.7
38.4
27.9
9.3
69.1
2.5
2.2
2.0
16.6
6.5
2.0
20.1
0.9
43.6
27.5
10.7
74.7
5.4
4.6
3.9
18.5
7.6
3.9
22.9
2.3
54.8
30.4
9.0
61.6
2.7
1.4
2.2
21.7
6.2
2.3
15.6
0.7
44.8
25.2
0.9
34.1
4.3
1.4
6.2
20.6
2.4
1.0
1.4
0.5
53.4
24.0
3.9
47.4
0.0
1.3
1.3
10.5
1.3
1.4
16.0
1.3
37.3
32.7
6.4
56.4
3.3
3.6
4.0
15.5
8.6
3.9
12.6
0.0
33.7
Youngest Child at Home

0 to 5
6 to 11
12 to 17
675
275
258
18+
277
0 to 5
399
Oldest Child at Home

6 to 11
12 to 17
321
344
28.3
12.6
66.3
1.9
8.5
3.2
13.5
10.2
1.5
22.4
1.9
29.5
31.4
8.6
51.8
2.5
3.1
3.3
22.3
7.0
2.2
11.8
0.8
39.9
27.9
8.3
65.8
2.1
1.6
1.6
16.5
4.9
1.7
17.4
0.4
39.4
28.0
9.5
72.7
3.7
2.5
2.4
16.9
7.1
2.5
22.9
1.3
48.4
31.3
6.9
65.5
4.8
3.5
7.1
15.5
12.1
3.6
14.5
2.3
61.5
28.1
10.6
78.9
2.6
2.3
2.0
13.5
6.3
1.4
21.6
0.9
41.4
29.9
7.3
75.6
4.0
3.3
1.9
19.3
7.7
2.9
26.2
1.5
51.1
22.9
8.2
62.8
2.0
1.6
1.6
7.7
5.1
3.9
21.2
0.4
44.1
31.5
6.3
47.3
3.7
1.1
2.9
21.1
5.5
1.8
9.6
0.7
44.6
28.8
12.8
79.5
2.0
1.5
0.8
13.7
4.6
0.5
20.0
0.3
36.7
29.3
7.9
80.3
3.5
3.1
1.9
16.4
7.9
2.8
26.0
0.6
50.8
24.0
7.6
10.6
3.2
2.9
2.7
16.4
6.7
2.9
21.5
2.0
43.9
30.1
6.5
51.2
3.1
1.2
2.9
20.1
6.1
2.7
14.8
0.7
46.8
18.6 24.1 19.7 14.7 17.4 17.1 26.6 17.1 19.6 20.7
9.9 9.1 9.9 9.9 13.0 10.0 6.2 8.2 13.5 8.9
1.7 2.6 1.0 1.5 4.5 1.3 1.0 1.3 2.2 3.4
2.1 1.53 2.33 1.86 4.55 1.8 1.9 1.3 2.5 3.5
24.9 22.9 23.5 26.0 35.7 23.5 22.5 38.2 28.7 27.6
7.7 4.7 7.5 8.3 15.9 7.8 5.7 10.7 6.5 8.0
21.4
9.7
1.6
2.3
23.0
6.9
14.0
8.8
1.6
1.7
23.9
8.4
15.5 25.9
11.3 9.9
1.2 6.0
1.5 7.3
29.5 39.7
8.6 13.4
15.9
7.9
1.7
2.2
28.9
9.2
12.6
10.1
1.9
1.5
30.8
8.8
11.9
17.6
0.4
1.2
22.6
7.5
16.9
8.3
2.3
1.8
24.2
8.2
14.7
6.1
1.0
1.5
26.8
7.9
16.7
11.7
1.9
1.6
27.8
8.2
10.7
13.0
1.2
2.6
29.6
11.2
16.7
10.1
2.2
1.7
25.6
7.6
8.9
32.1
25.9
52.3
47.4
9.3
25.3
16.5
49.7
45.7
10.2
29.3
24.5
51.4
49.0
7.3
36.5
30.5
54.6
47.0
9.2
41.2
29.0
54.3
45.0
8.6
31.6
26.7
54.3
48.9
10.9
12.9
12.3
42.0
42.4
5.2
40.0
19.5
40.0
38.7
9.3
36.3
22.9
46.2
44.2
9.6
38.6
30.3
52.8
45.3
9.8
27.7
22.0
51.0
47.5
8.9
37.3
29.6
52.6
46.5
6.4
36.9
31.3
56.3
48.3
10.7
40.0
31.0
44.4
47.6
6.6
38.5
36.0
58.4
48.0
7.3
38.8
29.8
54.3
43.1
7.5
39.2
24.5
50.2
46.9
11.3
30.4
24.1
47.8
50.9
5.6
41.0
36.9
59.0
44.4
8.2
34.2
36.1
59.9
54.1
7.7
40.2
27.7
51.1
44.7
9.6
33.5
22.9
48.0
47.5
72.5
20.0
9.6
65.0
75.1
35.4
82.9
71.3
7.6
41.3
35.0
49.0
18.1
6.0
46.4
56.9
30.2
72.5
58.5
5.9
26.3
27.4
68.2
20.9
8.8
66.0
74.7
40.1
86.4
74.0
7.0
40.7
34.7
84.3
19.9
10.8
71.2
82.4
33.8
83.4
74.0
8.6
47.9
38.4
88.5
20.2
19.7
64.5
77.4
24.0
83.2
70.0
9.8
39.7
34.7
77.0
20.1
9.9
71.4
80.1
40.6
86.9
79.8
8.3
45.1
36.3
34.5
21.8
6.2
32.0
46.4
24.9
76.5
68.4
8.3
32.0
31.9
66.7
24.6
8.7
52.2
63.0
22.9
69.6
54.3
8.7
42.3
33.8
64.2
22.2
9.5
52.3
65.2
24.7
76.8
53.9
6.6
33.6
37.6
73.0
17.0
9.7
57.8
71.0
23.4
72.1
44.9
4.6
31.7
28.9
63.2
19.9
8.2
61.2
70.1
37.6
82.4
69.6
6.7
36.8
33.0
82.6
19.7
10.2
68.7
81.0
32.8
84.0
73.0
9.0
46.9
36.8
85.8
20.6
12.1
71.3
82.0
33.1
83.2
74.9
8.3
47.8
39.3
67.6
21.4
13.2
58.0
70.8
32.4
83.1
61.1
7.1
31.9
24.7
86.1
19.6
10.5
66.2
82.6
29.5
82.3
68.7
6.6
40.4
32.0
85.5
20.5
11.3
71.3
85.9
35.2
77.4
75.4
9.7
50.2
42.4
86.1
19.7
16.0
78.8
83.4
34.0
86.9
77.0
13.7
56.9
43.6
75.9
21.6
8.4
69.4
72.5
36.0
88.2
81.3
8.1
51.2
41.4
86.8
19.1
9.8
64.9
84.5
29.2
83.9
68.1
7.1
39.3
33.0
86.5
19.0
9.9
68.1
83.8
36.2
77.7
69.2
8.6
44.6
29.6
84.4
19.9
16.1
74.6
83.7
32.4
82.8
75.6
10.1
52.3
46.2
79.3
22.4
9.6
72.3
75.1
33.0
87.5
81.1
9.3
52.2
41.6
20.5
69.2
62.0
43.4
52.6
14.1
45.7
54.1
6.5
68.6
59.9
35.4
54.3
15.5
43.0
59.1
7.2
65.3
63.3
44.1
56.2
13.4
48.5
55.7
36.8
73.7
61.8
46.3
49.2
13.4
44.7
50.8
41.4
69.9
63.2
43.6
49.6
21.1
47.4
49.6
22.1
68.1
62.1
46.2
54.4
12.7
48.0
53.9
6.9
58.3
56.0
33.3
58.8
23.6
35.7
73.6
35.1
72.7
59.7
37.7
41.6
16.9
40.3
46.8
15.2
72.4
62.2
39.9
49.1
13.1
39.2
51.9
20.5
78.7
65.5
38.2
45.7
16.5
45.5
49.4
7.0
66.4
62.1
41.8
55.6
14.4
47.2
56.8
32.6
75.6
62.9
45.0
48.1
12.9
42.1
51.0
41.8
71.2
61.4
46.3
49.8
13.3
45.7
50.5
26.1
56.8
56.8
39.8
51.1
26.1
47.7
53.4
59.7
74.5
62.5
45.6
47.7
12.9
41.3
44.2
34.9
73.5
67.6
48.7
49.5
15.3
47.6
50.9
10.1
72.9
59.7
43.4
48.5
2.8
51.2
56.6
10.8
70.8
57.8
44.8
52.4
14.1
39.7
59.6
63.9
76.9
61.2
45.9
47.6
10.8
39.9
41.9
47.7
72.9
66.4
47.0
50.2
13.7
46.4
47.0
23.6
72.7
63.7
46.8
47.1
12.8
48.3
55.8
15.7
70.8
58.4
43.5
51.1
16.6
42.3
56.8
Coded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)

Cell values are the percent of respondents to the question who answered 12 or more times per year: codes 5, 6, and 7
c
Cell values are the percent of respondents to the question who use product 5+ times a week (dessert, diet soda, sports drinks) or 1+ times a week (cordials, chocolate bar, premium icecream): codes 5, 6, and 7
d
Cell values are the percent of respondents to the question who indicated ownership: codes 1 and 2
e
Cell values are the percent of respondents to the question who watch that type of show regularly; coded as 1 = yes; 2 = no
a
b
18+
421
Table 1A
Table 1B
Table 1B HOUSEHOLDS
% Total
Sample
Number in Sample
CULTUREb
Enjoy shopping for items influenced by other cultures
Interested in the cultures of other countries
VALUESb
I work hard most of the time
Religion is a big part of my life
Men concerned with latest styles and fashions aren't masculine
Make a special effort to buy from environmentally friendly businesses
Work at trying to maintain a youthful appearance
A commercial that features people of my race speaks more directly to me
There is not enough ethnic diversity in commercials today
I make a strong effort to recycle
GENDER AND FAMILYb
Individuality is an important value to pass down to kidsc
A woman's place is in the home
When making family decisions, consideration of the kids comes first
BRANDS, INNOVATORS, AND OPINION LEADERSHIPb
Friends and neighbors come to me for advice about brands and products
I am usually among the first to try a new product
I try to stick to well-known brand names
MOTIVATION, PERSONALITY, AND EXTENDED SELFb
View shopping as a form of entertainment
Want to look a little different from others
Have more self-confidence than friends
Brands I buy area reflection of who I am
The car I drive is a reflection of who I am
Clothes I wear reflect who I am as a person
INFORMATION SEARCH AND DECISION MAKINGb
Consult consumer reports before making major purchases
Nutritional information on label influences what I buy
Information in advertising helps me make better decisions
The internet is the best place to get info about products and services
Consider myself tech-savvy
In making big decisions, I go with my heart rather than my head
Making purchases with a credit card over the internet is too risky
Worry about others getting private information about me
SHOPPING AND LOYALTYb
Impulse buyer
Stick with favorite brand even if something else is on sale
Pay more for better service
Our family is in too much debt
MARKETING REGULATIONb
Avoid buying products advertised on shows with sex or violence
TV commercials place too much emphasis on sex
Most big companies are just out for themselves
Advertising directed at children should be take off TV
INTERNET USE AND PURCHASEc
Used the Internet in past 12 months
Purchased auto insurance online
Purchased clothes online
Purchased concert/play/sports tickets online
Household Size
1
2
3-5
6+
523 1294 1351 133
Youngest Child at Home

0 to 5
6 to 11
12 to 17
18+
675
275
258
277
0 to 5
399
Oldest Child at Home

6 to 11
12 to 17
321
344
18+
421
20.2 24.0
38.4 41.6
20.4
42.3
17.7 21.5
33.2 38.6
16.8 19.7 20.8 24.2 33.0

35.9 38.2 34.2 37.9 50.3
22.0 18.2 16.1 31.3

43.1 32.9 32.7 34.5
17.8
33.5
17.5
31.3
14.5
30.3
20.2
35.4
19.2
34.6
16.2
32.3
14.1
29.5
20.1
34.5
70.7
53.2
8.4
12.5
30.3
14.3
15.9
41.4
58.1
57.2
10.2
15.4
32.7
17.0
18.6
44.9
67.6
49.7
8.1
13.6
32.5
14.5
13.3
45.6
77.5
52.9
7.7
9.9
27.1
12.7
16.9
35.5
73.2
53.8
7.8
11.1
27.9
12.6
13.3
41.4
65.5
52.2
8.7
14.1
32.1
15.4
15.2
45.4
68.6
72.4
12.8
21.8
38.4
14.0
18.8
50.0
78.7
51.2
7.2
8.2
25.0
12.8
18.5
32.9
79.6
53.5
9.9
10.2
24.0
13.6
17.9
28.6
76.2
55.1
7.0
9.8
29.6
9.8
12.9
39.1
73.3
60.6
7.0
13.2
34.8
15.0
12.5
48.0
78.2
47.5
6.1
6.8
26.1
12.3
20.2
31.2
80.4
55.2
6.9
10.3
23.1
13.2
15.4
31.5
75.5
51.6
10.0
9.7
25.8
13.0
14.5
33.3
76.0
61.4
7.8
12.3
33.5
13.0
14.7
46.1
34.9 33.0
12.2 12.6
41.4 36.5
33.8
11.5
33.3
37.9 28.8
11.6 18.9
49.0 56.8
34.7 33.2 42.9 37.6 34.5

12.3 17.7 9.2 11.4 10.2
40.4 40.6 50.7 45.0 42.5
32.8 39.8 36.6 21.8

11.8 11.7 12.2 26.2
34.5 47.0 51.4 54.0
39.3
14.0
60.1
36.1
8.8
46.9
35.3
10.5
34.9
38.6
14.2
40.5
41.0
12.9
60.7
38.9
11.7
53.6
35.1
13.5
44.3
36.5
11.8
40.4
13.4 12.4
18.5 16.8
25.2 26.8
13.3
18.2
26.4
13.5 15.2
18.8 19.9
23.3 23.5
12.5 10.6 18.2 13.8 17.6

16.7 15.3 25.0 18.4 26.7
24.8 30.2 30.3 22.4 26.0
13.4 14.4 11.6 18.6

18.2 18.7 18.0 26.2
26.7 24.3 21.3 34.9
13.8
19.2
23.4
11.3
19.5
20.7
10.6
15.9
20.9
15.0
17.4
25.0
13.8
17.3
22.8
11.8
21.8
20.1
12.3
17.8
24.6
13.7
17.1
23.3
27.9
27.8
41.0
11.4
24.0
36.6
28.8
28.4
38.8
14.2
26.1
39.6
26.2
27.5
40.0
10.9
27.2
39.0
27.8
27.6
41.1
10.4
20.6
32.8
34.9
27.3
57.3
10.7
16.0
39.1
25.0
24.1
41.2
10.3
23.3
34.9
25.9
28.2
39.2
16.6
27.4
47.4
35.1
40.0
44.2
14.3
29.0
39.0
31.3
36.5
43.3
11.0
23.0
38.8
38.4
38.0
38.6
13.5
25.2
37.4
27.5
27.1
40.4
12.5
27.2
39.1
28.2
30.3
40.9
9.8
19.8
36.0
27.5
26.4
40.8
10.3
20.7
30.2
36.4
31.8
56.6
12.9
21.2
40.2
30.2
30.1
43.0
11.3
20.5
32.3
26.0
29.9
38.5
9.9
19.3
30.0
23.5
25.0
41.3
6.7
19.1
29.7
28.1
26.9
42.1
9.6
19.6
42.6
28.7
33.2
39.3
11.4
22.6
33.0
29.7
27.9
40.5
11.0
19.4
29.3
23.9
25.3
44.1
7.1
18.5
31.8
28.9
27.4
42.9
9.9
18.7
38.0
27.5
29.3
25.0
37.6
21.0
14.9
38.3
46.7
24.3
34.9
25.2
29.6
18.8
16.6
43.5
45.2
29.4
32.9
25.8
35.4
20.4
13.5
41.1
47.2
25.9
23.6
23.4
41.8
22.3
14.8
33.0
47.1
36.4
26.7
25.6
42.6
22.5
16.2
40.5
41.2
29.0
28.4
23.8
38.4
20.8
12.7
36.6
46.6
24.4
40.0
30.8
24.4
8.5
20.9
60.9
46.6
27.0
36.4
30.7
31.6
16.0
24.7
53.3
50.7
24.1
28.6
25.2
33.3
19.1
20.3
44.4
46.8
24.3
27.7
25.7
42.5
29.1
16.8
30.5
46.4
28.0
33.6
26.0
35.2
20.4
14.6
41.2
47.2
25.7
24.0
24.1
39.2
19.7
15.0
36.1
46.2
27.8
23.2
22.1
42.4
24.6
14.6
32.0
45.8
31.8
36.1
35.2
36.9
19.1
23.8
47.7
45.9
26.3
21.6
22.1
45.0
21.9
13.3
28.8
41.5
29.6
20.7
23.2
33.7
25.9
15.0
34.1
50.2
25.9
24.0
22.0
41.3
21.3
13.7
35.3
48.8
26.5
30.4
26.7
35.1
18.4
18.5
46.7
48.9
25.8
20.5
19.1
46.5
22.3
13.9
25.9
42.0
26.2
24.1
24.1
39.4
25.5
13.3
27.0
40.9
27.7
21.9
24.4
38.5
19.6
13.1
40.1
52.5
27.8
27.2
25.1
36.9
20.6
17.7
43.0
47.6
16.6
35.5
34.0
25.9
16.0
33.8
30.8
23.1
15.5
36.1
35.5
20.3
17.8
35.7
33.8
31.0
18.2
27.9
36.4
37.2
15.3
35.0
34.8
24.5
12.3
41.0
24.3
18.1
13.2
43.8
31.2
41.1
16.1
37.7
33.6
31.0
25.4
32.8
35.3
30.6
15.9
35.6
34.3
21.2
16.5
38.4
34.3
29.9
19.3
31.7
32.9
32.9
10.3
37.8
34.5
34.2
19.9
34.0
35.4
35.6
18.6
33.0
34.9
27.3
16.9
34.3
27.3
30.6
10.9
40.7
34.2
27.6
20.9
33.1
36.3
33.7
17.5
34.4
37.7
30.9
20.7
33.6
25.9
33.1
11.5
38.7
34.5
29.2
26.3
51.3
50.6
27.3
29.6
53.0
49.7
24.6
27.8
52.3
51.8
30.6
22.8
48.4
49.6
25.1
32.1
60.0
51.6
23.3
26.5
52.6
49.8
28.4
47.1
70.8
48.8
32.5
22.7
57.9
52.7
26.7
23.3
50.9
55.1
28.0
17.7
35.4
51.4
19.1
27.9
52.2
50.8
28.6
22.1
48.4
50.7
25.4
25.3
51.1
50.0
24.8
40.7
60.0
47.6
35.3
20.3
46.2
48.0
23.3
24.7
50.6
48.3
26.5
27.1
51.8
56.5
20.1
29.3
56.8
50.8
33.1
15.4
44.2
50.1
21.6
23.9
48.3
45.5
26.7
27.5
47.2
53.1
22.3
29.3
58.9
51.0
29.7
68.6 77.6 85.2 61.8

1.4 1.9 1.5 0.0
12.4 13.8 15.7 9.7
13.5 16.9 18.5 9.7
87.3
2.3
16.5
18.8
81.8
2.2
15.2
17.7
81.9
0.8
14.8
18.7
65.3
0.0
9.7
12.6
89.7
3.3
18.1
20.7
85.6
1.9
16.4
19.7
80.1
0.9
13.6
15.3
70.8
0.2
11.1
14.4
74.0 59.5 72.2

1.5 1.6
1.3
13.3 11.0 12.4
15.2 10.3 14.42
82.6
70.5
9.2
8.3
28.8
14.5
14.6
44.2
81.7 79.7
1.7 0.8
15.3 13.1
18.3 14.1
Coded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)

Cell values are the percent of respondents who generally or definitely agree with the statement; codes 5 and 6
c
Cell values are the percent of respondents who answered yes; coded as 1 = yes; 2 = no
a
Marital Statusa
Children at Home
1
2
3
4
5
0
1
2-3 4+
2262 216
77 283 484 1805 765 687
88
48.3
70.1
11.9
19.3
33.0
20.7
14.6
51.7
68.0
57.1
6.6
16.9
31.2
16.0
27.3
42.9
70.7
52.8
7.2
15.0
39.0
17.7
19.6
42.7
68.8
42.4
10.0
12.5
34.2
16.8
23.9
35.2
77.8 32.9 62.3 64.8 81.6

1.3 0.0 0.0 0.7 3.6
13.6 2.4 6.7 10.1 19.7
16.2 2.0 9.9 10.6 19.8
75.6
51.7
6.3
9.8
30.3
14.1
15.3
37.2
79.1
55.2
9.2
9.8
24.5
11.5
18.0
34.6
Table 1B
Table 2A
Table 2A EMPLOYMENT STATUS OF SPOUSES OF MARRIED RESPONDENTS
Female Respondents
Spouse's Work Levela
1
2
3
4
795
36 210
5
Male Respondents
1
2
3
4
571
144 171 228
29.9
8.7
59.6
2.7
2.7
2.8
19.7
6.7
2.2
15.4
0.8
42.1
38.1
10.4
66.3
3.9
1.4
1.9
23.8
5.2
1.5
18.6
0.4
49.0
45.7
0.0
33.3
2.8
0.0
2.8
38.9
2.9
2.9
5.7
2.8
67.7
32.0
4.8
40.0
1.9
1.9
4.8
25.4
1.9
3.4
4.9
1.0
51.2
60.0
20.0
80.0
0.0
0.0
0.0
40.0
0.0
0.0
40.0
0.0
80.0
25.0
10.4
65.3
2.1
1.8
1.9
20.0
7.7
3.0
19.3
1.2
36.8
19.0
7.8
68.8
0.7
1.4
0.7
17.5
8.4
2.1
11.2
0.0
44.3
24.6
6.6
42.9
1.8
1.2
6.1
28.7
6.0
2.9
10.2
1.2
40.1
25.5
6.2
65.2
2.2
0.9
1.8
15.4
6.6
2.7
12.4
0.4
47.3
18.6
9.9
1.7
2.1
24.9
7.7
12.2
12.3
0.9
2.2
22.3
7.5
13.9
5.6
0.0
2.8
32.4
5.6
22.8
6.0
0.5
1.4
20.9
7.0
40.0
60.0
0.0
20.0
60.0
0.0
15.2
9.6
2.3
1.8
23.8
8.7
16.0
7.9
1.4
2.8
27.1
6.4
32.2
8.6
0.6
1.2
25.0
7.2
25.1
9.6
1.8
0.4
25.0
9.9
8.9
32.1
25.9
52.3
47.4
8.9
29.8
31.4
61.8
60.6
5.7
13.9
20.0
45.5
44.4
15.0
14.1
22.1
57.5
55.1
0.0
40.0
20.0
80.0
60.0
8.1
41.1
24.3
47.2
38.5
6.3
34.8
25.4
52.5
42.0
7.7
25.2
18.5
45.1
40.5
4.0
33.3
23.2
48.4
40.2
72.5
20.0
9.6
65.0
75.1
35.4
82.9
71.3
7.6
41.3
35.0
81.7
17.8
10.2
76.5
87.3
42.9
85.0
82.3
9.2
43.7
36.3
57.6
9.7
9.1
61.8
78.1
43.8
81.8
60.6
6.1
31.3
30.3
61.3 80.0
22.8 60.0
8.4 40.0
60.1 80.0
67.0 80.0
43.1 40.0
98.0 80.0
82.5 100.0
5.1 20.0
38.8 100.0
26.5 40.0
83.8
22.0
10.4
77.5
83.0
40.1
88.3
82.8
11.0
53.0
41.6
78.0
20.9
9.0
71.9
85.7
46.4
88.7
82.7
9.0
42.3
43.4
50.9
22.9
4.0
60.7
58.0
38.5
89.4
74.3
1.3
34.9
25.0
73.0
20.2
10.0
64.8
71.8
36.3
86.2
76.6
7.0
45.3
35.1
20.5
69.2
62.0
43.4
52.6
14.1
45.7
54.1
32.0
70.2
67.2
51.8
51.1
12.2
34.7
50.1
16.7
55.6
38.9
30.6
36.1
19.4
36.1
63.9
10.0
56.2
57.1
39.5
64.3
20.0
45.7
62.9
16.5
70.1
60.8
45.5
52.5
9.1
60.1
50.4
18.1
72.2
56.9
43.1
54.2
9.7
56.9
50.7
7.6
62.0
63.2
35.1
69.0
11.7
56.7
69.6
22.4
63.2
57.5
48.7
54.4
16.7
57.9
53.5
% Total
Sample
Number in Sample
Played bingo
Jogged
Went camping
Rented a DVD
Dessert
Diet sodas
Sports drinks
Chocolate bars
Premium icecream
Used a price coupon
PRODUCT OWNERSHIPd
DVD
PVR
MP3 Player
Personal computer
Cellular phone
Car
Home
Dog
Cat
Children's shows
Comedy
Drama
Home improvement
News/political
Sports
Weather
60.0
80.0
80.0
60.0
40.0
40.0
40.0
80.0
If married, spouse's work level: 1 = employed full-time; 2 = employed part-time; 3 = unemployed/retired; 4 = full-time homemaker
d
e
a
b
c
Table 2B
Table 2B EMPLOYMENT STATUS OF SPOUSES OF MARRIED RESPONDENTS
Female Respondents
1
2
3
4
795
36 210
5
Male Respondents
1
2
3
4
571
144 171 228
20.2
38.4
20.2
38.8
27.8
33.3
16.8
41.8
20.0
40.0
14.9
35.3
11.4
27.5
16.3
38.2
8.8
26.7
70.7
53.2
8.4
12.5
30.3
14.3
15.9
41.4
75.4
57.9
5.3
10.0
35.7
9.5
14.4
42.1
75.0
74.3
5.6
11.1
25.0
22.9
13.9
52.8
55.6 100.0
61.2 80.0
6.3 20.0
18.9
0.0
31.9
0.0
14.0
0.0
13.1
0.0
55.8 40.0
80.0
45.4
9.0
8.5
23.5
15.6
12.2
37.9
74.1
49.7
9.1
10.5
22.2
9.7
9.9
36.9
61.5
51.2
12.1
17.8
22.4
14.9
11.1
47.6
72.9
55.1
11.0
10.6
17.2
11.6
12.8
35.6
34.9
12.2
41.4
39.4
11.6
42.3
33.3
11.4
30.6
36.2
13.9
35.6
20.0
0.0
60.0
30.0
9.6
38.5
39.2
9.7
39.9
32.1
16.6
33.1
28.2
21.0
47.1
13.4
18.5
25.2
13.3
18.2
20.1
22.2
14.3
33.3
11.4
20.2
33.3
20.0
20.0
0.0
12.3
15.0
27.6
7.0
14.6
23.9
9.5
10.7
27.1
13.7
14.9
25.3
27.9
27.8
41.0
11.4
24.0
36.6
32.3
26.5
33.8
11.8
20.1
36.4
42.9
27.8
42.9
9.3
25.0
41.7
26.8
20.7
39.1
19.4
24.8
41.3
20.0
20.0
60.0
20.0
0.0
20.0
18.4
24.8
50.4
10.7
28.4
33.9
14.0
20.8
46.8
9.2
23.9
25.9
18.7
18.8
37.5
8.9
23.8
35.1
17.7
18.7
44.6
8.9
22.8
35.0
27.5
29.3
25.0
37.6
21.0
14.9
38.3
46.7
29.0
31.5
22.6
39.6
13.7
11.0
28.3
45.3
33.3
58.3
36.1
36.1
2.8
25.7
47.2
61.1
34.3
39.9
29.7
35.3
9.3
15.0
50.2
49.3
40.0
20.0
20.0
60.0
40.0
0.0
40.0
60.0
29.5
23.5
21.9
40.9
29.3
13.6
35.1
48.0
24.3
14.9
18.8
27.5
30.3
9.2
31.0
44.4
29.4
28.7
32.0
30.5
21.3
14.9
56.9
46.7
28.9
23.1
23.6
44.6
30.6
12.6
40.2
44.4
16.6
35.5
34.0
25.9
14.7
33.5
36.3
25.7
8.3
31.4
30.6
20.6
10.2
38.2
36.8
18.0
0.0
0.0
0.0
25.0
17.8
37.6
37.2
25.8
18.8
31.3
34.3
22.2
14.8
37.3
33.1
17.9
14.2
34.5
26.7
24.1
26.3
51.3
50.6
27.3
25.4
55.6
43.3
26.7
36.1
62.9
51.4
41.7
45.4
69.7
49.2
34.0
20.0
60.0
25.0
20.0
19.1
42.8
56.8
26.7
20.3
43.0
49.7
27.5
34.1
61.2
54.4
32.5
29.8
53.6
52.9
31.7
74.0
1.5
13.3
15.2
88.0
1.5
18.3
22.5
51.4
0.0
5.9
2.8
57.9 100.0
1.5
0.0
8.0 25.0
5.5 60.0
81.6
1.3
13.2
18.6
81.1
0.0
11.4
14.3
48.2
1.2
8.0
8.8
72.7
0.9
9.1
7.2
% Total
Sample
Number in Sample
CULTUREb
VALUESb
GENDER AND FAMILYb
Individuality is an important value to pass down to kids
Impulse buyer
If married, spouse's work level: 1 = employed full-time; 2 = employed part-time; 3 = unemployed/retired; 4 = full-time homemaker
c
a
b
Table 3A
Table 3A
INCOME, EDUCATION, AND TECH SAVVY

Household Income
Education
4
5
6
7
8
1,2,3
4
5
6
7
In Thousands
No
HS
Some
College Graduate
<20
20-30 30-40 40-50 50-60 60-70 70-100 >100
Degree
Degree College Degree
School
526
359
335
333
325
279
522
477
197
747
1102
630
417
1
% Total
Sample
Number in Sample
Played bingo
Jogged
Went camping
Rented a DVD
Dessert
Diet sodas
Sports drinks
Chocolate bars
Premium icecream
Used a price coupon
PRODUCT OWNERSHIPd
DVD
PVR
MP3 Player
Personal computer
Cellular phone
Car
Home
Dog
Cat
Children's shows
Comedy
Drama
Home improvement
News/political
Sports
Weather
Tech Savvya
(Perceived)
1,2
3,4
Low
Medium
1078
1511
29.9
8.7
59.6
2.7
2.7
2.8
19.7
6.7
2.2
15.4
0.8
42.1
22.9
4.4
48.4
2.5
2.9
4.3
13.0
5.4
2.5
9.2
1.3
38.7
24.7
3.9
56.7
2.9
3.9
3.9
16.4
4.8
2.0
11.2
0.6
42.4
26.8
8.5
61.5
2.4
2.1
5.2
16.2
3.9
2.1
17.6
0.6
41.5
28.6
6.7
65.1
2.7
3.0
1.2
21.8
3.6
3.0
16.2
0.3
39.9
27.3
8.4
69.0
2.2
2.8
2.5
18.3
6.2
1.6
22.1
0.3
39.4
37.2
9.0
62.2
2.2
1.8
1.1
20.1
6.9
1.4
16.9
0.7
44.4
33.7
10.6
66.7
3.5
2.9
1.7
22.2
8.7
2.1
18.4
1.0
41.9
39.1
17.5
59.3
2.1
2.1
1.7
27.9
12.1
2.1
16.7
1.3
44.2
13.8
2.0
43.2
2.6
1.6
5.7
13.1
5.2
3.6
10.8
1.0
32.8
24.1
3.9
56.3
2.6
2.2
4.2
19.3
2.7
2.2
11.7
0.7
40.9
29.7
8.6
62.4
3.1
3.2
3.0
19.2
4.8
2.5
15.9
1.2
42.6
36.7
13.8
60.5
3.0
2.2
0.8
21.9
8.8
1.8
18.0
0.6
49.3
43.5
14.2
61.2
2.4
1.2
2.2
23.9
13.1
1.0
16.8
0.5
46.8
29.2
6.2
54.0
2.7
1.5
3.4
19.6
3.8
1.4
12.4
0.6
45.7
29.9
9.0
61.4
2.3
3.0
2.6
20.0
8.1
2.6
14.5
0.7
42.2
31.3
11.6
65.0
3.4
3.7
2.7
20.1
8.2
2.6
22.1
1.5
37.1
18.6
9.9
1.7
2.1
24.9
7.7
22.6
8.2
3.2
2.5
31.5
8.8
23.7
8.4
2.8
1.7
25.5
5.1
19.0
9.9
1.8
2.7
28.8
7.3
19.0
9.8
1.5
2.7
25.1
9.5
16.1
13.1
0.9
1.2
24.6
5.4
14.4
11.0
0.0
2.5
24.5
6.6
16.2
9.8
1.8
1.4
22.4
9.6
15.2
10.8
0.2
2.7
20.6
8.5
24.9
4.8
4.8
3.1
30.2
10.6
18.4
10.4
1.6
2.0
28.0
7.3
17.4
10.0
2.1
1.7
24.3
8.2
19.1
9.4
0.2
1.4
21.3
6.4
18.9
11.4
0.5
2.9
21.4
8.0
20.1
9.4
1.0
1.0
24.3
7.4
17.5
9.4
1.8
2.3
25.1
7.4
19.3
11.4
2.4
3.4
25.0
8.7
8.9
32.1
25.9
52.3
47.4
7.8
29.8
24.8
46.0
39.1
7.3
29.2
27.0
45.5
40.6
7.9
33.6
24.9
55.3
47.0
9.3
37.3
31.6
55.1
48.3
5.9
37.2
29.7
59.6
49.7
10.8
33.8
27.2
52.2
50.5
10.1
31.1
27.5
55.8
54.6
10.6
32.2
19.4
54.1
50.5
7.1
29.2
25.6
36.1
28.3
7.9
33.8
24.3
49.0
47.4
10.0
33.6
29.3
52.9
46.8
7.2
25.3
24.9
57.2
53.9
11.4
27.3
20.6
59.7
54.4
9.1
29.6
23.0
53.8
49.2
8.6
33.5
28.2
50.9
45.7
9.3
34.8
26.2
54.2
49.6
72.5
20.0
9.6
65.0
75.1
35.4
82.9
71.3
7.6
41.3
35.0
49.1
22.1
8.8
34.6
50.6
11.1
66.8
45.2
6.7
33.8
33.1
62.2
25.1
7.8
51.6
58.2
22.6
80.7
57.3
7.5
39.3
32.8
67.7
15.6
5.0
56.8
71.3
25.4
82.7
63.3
6.2
40.8
38.5
72.0
21.5
8.6
61.0
75.2
32.5
87.1
71.0
7.7
39.1
34.9
79.1
21.7
7.7
70.7
81.7
34.8
83.9
78.6
6.4
44.2
36.2
82.7
18.9
14.0
75.9
87.6
42.3
89.9
78.4
7.9
46.8
30.7
84.5
17.2
10.8
81.0
86.5
44.6
85.7
82.6
9.7
45.0
35.1
86.8
18.3
14.1
86.4
92.3
63.2
88.3
90.2
7.6
44.6
38.3
54.8
19.3
5.5
35.1
54.0
19.2
73.6
57.1
11.8
45.9
33.3
63.9
21.5
6.8
54.8
67.1
26.6
82.1
71.9
8.8
41.3
36.9
74.8
21.5
9.2
66.9
78.1
31.4
83.2
70.8
8.9
45.2
36.0
80.8
15.3
11.5
77.0
83.1
49.5
84.6
76.3
3.4
38.3
32.3
76.9
18.3
10.9
77.4
82.5
53.9
89.1
82.0
6.2
41.2
37.4
63.6
18.7
5.1
54.4
67.6
32.2
81.9
71.1
7.4
38.6
36.7
74.1
20.0
9.3
68.0
77.2
34.6
81.9
71.7
8.4
42.8
33.0
83.7
21.6
17.2
75.5
82.0
42.3
86.9
71.1
5.9
41.5
36.8
20.5
69.2
62.0
43.4
52.6
14.1
45.7
54.1
22.8
67.9
56.5
32.3
46.2
26.8
37.1
62.4
22.6
68.5
63.8
38.2
46.2
18.4
43.2
54.9
20.3
69.6
59.1
42.1
53.7
14.6
43.0
55.5
24.0
75.1
58.9
48.1
49.0
14.1
42.6
50.5
20.6
71.7
64.6
49.5
54.5
12.0
54.5
55.4
22.2
69.2
66.3
45.2
58.1
9.0
48.4
53.4
22.2
70.9
63.0
46.9
55.8
9.6
47.7
47.9
13.6
66.5
66.5
50.5
60.8
5.9
55.4
52.2
21.8
60.9
54.3
42.1
42.6
26.9
34.5
67.0
21.3
69.3
59.3
39.6
45.8
17.7
44.7
60.6
24.1
70.8
61.5
44.8
54.1
15.5
43.7
53.0
19.5
69.2
69.2
50.0
62.1
9.1
48.3
47.3
15.8
63.3
63.3
40.8
64.3
8.6
49.2
52.0
18.5
65.8
62.6
37.3
48.8
15.9
40.5
54.5
22.6
70.8
60.2
45.0
53.0
14.1
47.3
55.4
18.6
71.2
65.1
49.1
57.3
10.7
50.3
50.3
level of agreement with "I consider myself tech savvy." 1,2 = definitely/generally disagree; 3,4 = moderately disagree/agree; 5,6 = generally/definitely agree
c
d
e
a
b
5,6
High
690
Table 3B
Table 3B INCOME, EDUCATION, AND TECH SAVVY
Household Income
Education
4
5
6
7
8
1,2,3
4
5
6
7
In Thousands
No
HS
Some
College Graduate
<20
20-30 30-40 40-50 50-60 60-70 70-100 >100
Degree
Degree
College
Degree
School
526
359
335
333
325
279
522
477
197
747
1102
630
417
1
% Total
Sample
Number in Sample
CULTUREb
VALUESb
GENDER AND FAMILYb
Impulse buyer
5,6
High
690
20.2
38.4
25.7
36.7
22.2
31.4
17.2
36.9
21.0
39.2
15.4
33.4
14.8
38.5
17.7
39.9
23.0
48.7
20.0
26.7
15.8
22.5
20.6
39.1
18.8
47.9
25.9
52.3
19.6
35.5
16.7
35.5
28.5
50.1
70.7
53.2
8.4
12.5
30.3
14.3
15.9
41.4
57.7
61.5
12.8
15.8
30.7
17.2
23.4
41.5
64.8
57.1
10.1
14.3
25.9
16.7
15.4
36.8
69.9
55.5
10.3
12.7
25.4
11.1
14.4
36.8
73.6
51.1
8.4
10.9
27.3
16.9
14.3
38.8
74.1
49.2
6.2
9.6
25.3
14.6
14.9
37.0
74.5
48.4
6.8
11.5
31.1
13.0
14.0
42.4
76.9
50.7
6.6
10.0
36.0
12.7
15.8
43.4
78.0
45.4
5.5
11.4
33.7
12.7
11.6
45.2
67.2
59.9
14.4
15.0
26.2
18.7
18.6
42.3
67.3
53.1
8.3
12.7
29.5
13.3
14.7
41.2
73.4
56.4
7.5
12.0
31.8
14.3
15.7
39.0
72.8
53.2
7.1
9.2
29.5
12.8
15.8
47.1
73.3
51.0
8.3
16.0
29.5
12.8
16.9
43.6
68.6
57.9
9.3
12.0
31.3
13.8
16.6
44.1
69.1
52.2
6.8
10.5
28.7
13.0
14.5
37.9
78.3
47.9
10.3
17.3
32.3
17.6
17.3
45.0
34.9
12.2
41.4
37.5
19.2
48.4
31.8
15.8
42.1
32.7
10.3
44.9
34.4
11.9
41.5
36.2
10.8
39.4
36.3
9.8
36.8
33.6
9.3
39.9
36.2
8.5
36.5
32.3
19.7
54.9
35.2
13.6
45.3
35.8
13.6
41.4
37.1
9.4
38.1
32.6
7.3
29.7
37.9
15.0
42.4
33.0
9.9
40.9
34.5
12.4
40.4
13.4
18.5
25.2
12.7
21.1
28.4
10.1
18.4
23.7
10.0
15.6
23.9
13.8
17.2
24.8
11.7
14.9
22.7
11.9
17.0
21.4
13.4
20.9
25.3
21.0
18.2
25.5
11.9
20.1
31.0
13.0
20.6
29.2
13.2
19.8
23.8
12.9
14.4
23.3
15.0
15.4
20.3
9.4
15.7
25.9
11.6
16.5
23.0
23.8
27.7
29.2
27.9
27.8
41.0
11.4
24.0
36.6
32.2
32.7
35.6
14.0
19.6
36.6
25.5
32.1
36.4
11.4
18.5
37.2
27.3
29.9
40.1
9.4
19.3
36.6
25.4
28.3
32.2
9.1
24.1
33.7
29.4
25.1
40.4
12.4
23.5
30.8
30.5
25.6
41.5
7.3
28.0
39.0
26.7
27.7
43.9
11.2
26.8
39.0
26.5
20.9
52.5
13.8
31.5
36.6
26.9
26.9
44.8
10.4
22.2
38.3
27.0
28.8
34.5
11.2
22.4
36.9
29.5
30.5
39.7
10.6
22.9
36.1
26.9
23.8
41.1
11.2
24.1
36.3
24.8
22.0
50.4
11.5
27.3
36.2
29.2
28.0
31.9
10.3
22.0
37.8
25.1
25.1
40.6
9.8
21.7
34.1
32.1
34.1
55.8
16.5
32.4
39.3
27.5
29.3
25.0
37.6
21.0
14.9
38.3
46.7
25.1
30.4
29.8
30.6
14.4
24.7
57.4
49.3
21.2
28.1
27.7
31.6
15.8
20.5
52.9
50.4
21.5
24.3
27.0
32.2
14.1
15.2
45.0
47.1
24.2
24.1
24.5
38.3
19.2
13.6
41.6
45.6
26.6
25.9
20.9
37.5
17.8
11.8
30.6
45.2
32.5
27.4
24.6
41.1
28.1
12.4
25.9
48.7
32.0
31.6
23.0
44.3
24.2
11.7
25.3
44.7
32.7
31.1
18.4
42.8
33.6
7.5
22.9
43.5
23.7
29.9
30.4
32.1
15.9
25.5
70.9
52.9
21.9
26.2
28.1
34.0
9.4
22.0
48.9
49.9
26.0
29.4
26.3
40.5
18.2
14.4
40.2
48.9
35.2
29.9
16.9
39.7
29.2
8.0
22.3
41.4
32.7
34.7
22.1
35.2
30.7
7.4
23.7
38.7
22.6
28.9
25.8
30.2
0.0
15.8
50.1
51.5
25.8
27.9
23.2
35.1
0.0
13.6
35.3
42.4
38.5
32.6
27.4
54.8
100.0
16.0
25.6
48.0
16.6
35.5
34.0
25.9
17.1
35.4
24.3
37.7
13.2
31.6
25.8
29.7
15.3
37.6
30.0
33.4
22.4
32.4
31.5
26.8
17.1
35.0
37.5
25.0
19.1
35.9
38.4
25.9
17.4
35.1
36.9
21.8
14.4
37.7
46.4
12.1
15.0
41.7
24.2
37.2
17.3
40.3
29.7
28.2
17.0
37.4
33.7
28.7
14.7
27.7
39.0
20.4
11.9
29.5
37.8
15.7
15.8
39.2
31.1
27.0
16.3
33.6
30.9
25.4
19.1
33.6
45.8
25.2
26.3
51.3
50.6
27.3
36.5
58.4
53.4
29.2
35.1
56.2
54.8
28.7
27.1
48.6
56.2
27.4
27.1
50.8
51.4
23.7
20.7
54.2
51.5
25.6
20.3
46.2
47.3
19.2
18.9
46.3
46.8
27.8
17.8
41.6
45.5
31.1
38.6
60.0
57.4
33.0
31.7
57.3
57.9
25.9
27.4
53.6
49.3
27.5
20.1
49.3
43.4
25.8
24.5
43.3
42.6
27.7
30.8
59.6
53.4
29.6
25.4
48.5
48.3
24.4
20.6
44.5
51.0
29.4
74.0
1.5
13.3
15.2
43.8
0.0
5.0
2.4
59.9
1.4
8.4
7.5
70.7
0.6
7.7
8.5
75.4
3.4
14.2
11.3
80.8
1.3
13.9
16.3
89.2
2.5
16.0
22.8
88.0
2.1
18.3
22.9
92.9
1.7
24.4
31.3
29.9
0.5
2.7
2.2
58.0
0.3
8.1
6.7
78.0
2.2
12.0
13.6
90.7
1.3
23.2
24.7
87.2
2.0
17.8
25.2
60.2
1.0
8.0
10.1
78.4
1.2
14.0
14.5
88.0
3.1
20.8
25.7
level of agreement with "I consider myself tech savvy." 1,2 = definitely/generally disagree; 3,4 = moderately disagree/agree; 5,6 = generally/definitely agree
c
a
Tech Savvya
(Perceived)
1,2
3,4
Low
Medium
1078
1511
Table 4A
Table 4A
OCCUPATION
% Total
Sample
Number in Sample
Played bingo
Jogged
Went camping
Rented a DVD
Dessert
Diet sodas
Sports drinks
Chocolate bars
Premium icecream
Used a price coupon
PRODUCT OWNERSHIPd
DVD
PVR
MP3 Player
Personal computer
Cellular phone
Car
Home
Dog
Cat
Children's shows
Comedy
Drama
Home improvement
News/political
Sports
Weather
Occupationa
5
6
160
219
1
512
2
368
3
269
4
202
7
130
8
26
9
242
10
923
29.9
8.7
59.6
2.7
2.7
2.8
19.7
6.7
2.2
15.4
0.8
42.1
40.9
16.0
63.7
2.4
2.6
1.8
24.4
8.5
1.4
19.4
0.4
46.8
32.0
13.6
69.3
2.2
2.7
0.5
17.0
9.3
1.9
16.0
1.1
41.3
32.8
9.8
61.2
2.2
4.1
4.1
21.8
5.3
1.5
18.8
0.4
45.8
32.2
10.5
71.2
1.5
6.5
3.0
11.4
13.0
0.5
16.5
2.0
33.2
27.4
6.3
67.5
3.2
0.6
3.2
21.7
3.8
6.9
15.7
0.6
28.0
17.1
6.0
73.7
1.4
2.7
1.9
15.5
4.7
1.8
17.1
0.0
28.4
22.5
7.7
60.5
1.6
3.1
1.6
19.2
7.0
3.1
25.2
1.5
39.8
23.1
4.0
57.7
0.0
3.9
0.0
19.2
3.9
0.0
7.7
0.0
40.0
24.4
6.7
60.6
2.5
2.9
4.2
15.4
7.5
2.5
18.7
0.8
39.4
30.4
4.0
44.9
3.9
1.8
4.2
22.6
3.8
1.9
9.4
0.8
48.4
18.6
9.9
1.7
2.1
24.9
7.7
16.9
10.9
1.0
2.0
20.7
8.5
14.3
11.6
1.1
2.7
20.9
8.0
14.8
8.8
0.0
3.0
27.1
8.0
21.5
8.0
0.5
2.0
24.8
6.0
19.0
9.0
2.6
0.6
23.5
9.0
14.8
11.1
3.8
1.4
33.8
9.3
15.4
10.9
1.6
0.8
20.3
7.1
19.2
8.0
3.9
0.0
15.4
7.7
13.5
10.9
1.7
1.2
28.5
5.1
25.0
8.7
1.8
1.9
24.5
7.3
8.9
32.1
25.9
52.3
47.4
10.3
30.7
24.7
55.4
50.5
9.0
31.5
26.2
53.2
49.5
9.4
32.1
26.7
57.3
57.6
6.5
41.2
32.5
51.6
44.3
10.1
42.8
28.0
45.8
37.1
5.1
50.2
29.8
54.0
39.8
7.7
28.7
28.5
56.6
53.5
24.0
50.0
19.2
38.5
34.6
7.6
40.8
35.7
53.0
44.2
9.5
20.8
22.3
52.0
49.1
72.5
20.0
9.6
65.0
75.1
35.4
82.9
71.3
7.6
41.3
35.0
82.6
17.4
12.9
78.2
82.6
46.0
86.8
80.5
7.1
41.3
36.8
84.6
14.6
10.5
81.4
86.7
47.0
85.3
76.6
8.2
44.8
35.0
78.9
21.4
6.2
66.7
82.4
36.2
83.7
69.6
5.8
37.1
42.3
77.0
18.6
13.4
71.7
83.8
36.6
84.2
70.4
8.1
40.8
36.2
82.2
21.2
9.4
70.2
79.5
31.3
79.9
76.2
14.1
58.1
42.1
78.9
20.3
7.0
60.4
78.3
24.9
82.9
71.0
14.2
51.5
36.7
80.5
22.0
16.0
69.4
80.5
44.5
87.9
77.9
6.8
43.4
39.5
56.0
17.4
0.0
56.0
69.2
47.8
69.2
80.0
12.5
65.4
56.0
72.9
21.9
8.8
58.1
74.6
26.9
78.9
64.7
5.5
45.2
36.0
54.1
20.8
7.1
52.9
59.1
30.6
81.6
67.2
5.6
31.7
28.1
20.5
69.2
62.0
43.4
52.6
14.1
45.7
54.1
21.1
71.1
64.8
47.5
56.3
10.0
45.3
44.1
14.7
70.7
66.9
50.3
58.2
9.2
54.1
54.9
22.3
72.1
63.9
46.8
50.6
13.8
38.7
51.3
24.3
79.2
60.4
45.1
54.0
11.4
50.5
50.0
16.9
71.3
54.4
52.5
46.9
6.3
51.3
49.4
22.4
76.7
59.8
41.6
40.6
14.2
57.1
52.1
26.2
73.1
64.6
43.9
49.2
13.9
47.7
56.9
7.7
88.5
50.0
57.7
61.5
7.7
46.2
69.2
26.5
73.1
59.5
38.4
44.2
20.3
45.5
51.2
17.0
60.4
61.1
38.5
57.3
17.3
41.3
62.5
Coded as 1 = professional; 2 = executive, manager, administrator; 3 = administrative support; 4 = sales; 5 = precision production, craft and repair;
6 = operator, fabricator, laborer; 7 = technical and related support; 8 = farming, forestry, fishing; 9 = service; 10 = not employed
b
c
d
e
a
Table 4B
Table 4B OCCUPATION
% Total
Sample
Number in Sample
CULTUREb
VALUESb
GENDER AND FAMILYb
Impulse buyer
Occupationa
5
6
160
219
1
512
2
368
3
269
4
202
7
130
8
26
9
242
10
923
20.2
38.4
24.6
49.1
20.2
40.2
18.4
33.2
22.0
44.7
12.0
23.3
13.4
24.5
18.6
34.9
7.7
23.1
19.7
39.4
19.4
39.1
70.7
53.2
8.4
12.5
30.3
14.3
15.9
41.4
78.8
53.0
6.5
11.0
30.1
11.2
17.5
42.1
81.4
45.8
6.9
9.5
34.0
12.2
12.8
38.3
74.1
56.1
4.6
12.6
36.4
12.3
18.4
36.5
75.3
51.0
8.5
12.4
33.3
14.4
16.5
40.9
77.9
42.0
13.2
9.4
17.1
14.7
11.3
33.1
80.3
42.1
13.4
6.9
25.4
15.7
17.2
27.6
81.5
51.5
6.9
12.3
26.2
18.6
13.2
41.4
76.9
46.2
11.5
3.9
15.4
23.1
3.9
23.1
73.3
54.8
4.6
14.5
28.5
11.3
15.4
39.3
85.1
60.5
8.8
15.8
30.6
16.0
14.7
50.7
34.9
12.2
41.4
36.3
8.1
38.8
33.7
9.0
35.9
36.7
7.5
42.1
31.8
10.4
44.8
29.8
12.2
42.4
32.7
12.4
49.3
38.3
8.5
31.5
26.9
19.2
30.8
38.4
9.2
49.8
34.4
18.2
39.0
13.4
18.5
25.2
14.2
15.2
19.4
16.6
19.1
22.0
12.8
22.4
25.0
23.3
23.2
29.2
13.8
16.5
23.3
8.7
15.9
28.3
12.3
16.7
25.2
11.5
16.0
20.0
12.0
20.3
22.5
11.0
17.7
28.7
27.9
27.8
41.0
11.4
24.0
36.6
26.3
23.3
42.6
10.9
22.2
35.8
30.1
27.6
49.6
9.8
28.0
37.6
33.7
30.9
30.2
11.2
20.6
34.0
29.7
31.3
43.5
17.1
26.6
43.8
20.8
30.6
51.3
13.5
34.2
28.9
23.2
31.0
41.6
9.4
22.2
38.0
28.5
27.9
42.6
9.3
20.2
31.0
11.5
19.2
38.5
11.5
15.4
23.1
27.8
29.2
37.5
12.2
22.7
33.6
28.0
25.3
35.5
11.1
24.6
39.2
27.5
29.3
25.0
37.6
21.0
14.9
38.3
46.7
33.8
32.0
19.5
41.2
28.3
8.5
24.1
45.1
25.7
26.7
18.8
37.9
29.1
8.5
25.3
47.5
24.3
29.6
26.2
36.7
14.3
15.0
30.2
51.7
26.2
32.5
23.4
39.4
22.1
14.7
34.7
41.7
19.5
19.0
26.4
35.7
24.2
18.4
41.8
44.3
21.6
18.8
28.1
40.1
16.0
20.2
48.8
54.3
36.4
27.9
24.8
51.6
49.6
14.7
20.9
42.2
23.1
7.7
11.5
38.5
11.5
7.7
42.3
42.3
22.4
21.0
22.8
40.7
13.9
16.4
42.6
53.2
30.0
36.2
29.7
33.5
14.1
16.6
48.7
43.9
16.6
35.5
34.0
25.9
13.4
31.3
37.4
21.9
18.3
34.4
42.2
24.9
18.6
34.1
36.7
29.0
22.3
37.2
36.8
28.6
19.0
39.5
34.6
26.3
25.5
44.9
32.7
35.5
14.0
29.1
30.8
26.6
11.5
42.3
32.0
11.5
16.4
35.2
33.5
28.7
12.4
36.1
29.1
21.4
26.3
51.3
50.6
27.3
21.4
44.8
46.5
26.7
18.2
43.8
44.4
25.3
24.0
54.8
50.2
25.7
23.0
42.3
48.2
26.1
16.6
41.1
65.6
26.6
21.5
44.2
64.0
26.3
18.8
45.7
52.0
20.8
23.1
30.8
53.9
26.9
29.8
52.1
51.7
27.2
36.8
63.4
49.6
30.9
74.0
1.5
13.3
15.2
93.3
2.2
21.8
26.3
90.4
2.2
18.5
25.1
88.1
1.2
19.3
16.6
84.1
2.5
11.7
21.3
73.0
0.6
10.3
9.6
67.1
0.5
7.1
9.5
89.8
3.2
16.4
23.6
57.7
0.0
15.4
15.4
67.9
2.5
13.3
9.1
54.8
0.7
8.1
7.5
Coded as 1 = professional; 2 = executive, manager, administrator; 3 = administrative support; 4 = sales; 5 = precision production, craft and repair;
6 = operator, fabricator, laborer; 7 = technical and related support; 8 = farming, forestry, fishing; 9 = service; 10 = not employed
b
c
a
Table 5A
Table 5A ETHNIC SUBCULTURE, AGE, AND COGNITIVE AGE
% Total
Sample
Number in Sample
Played bingo
Jogged
Went camping
Rented a DVD
Dessert
Diet sodas
Sports drinks
Chocolate bars
Premium icecream
Used a price coupon
PRODUCT OWNERSHIPd
DVD
PVR
MP3 Player
Personal computer
Cellular phone
Car
Home
Dog
Cat
Children's shows
Comedy
Drama
Home improvement
News/political
Sports
Weather
Ethnic Subculture
Age
White Black Hispanic Other
18-24 25-34 35-44 45-54 55-64
2549
317
310
169
163
654
739
707
485
>64
597
Cognitive Age
(Feel a lot younger than age)a
1,2
3,4
5,6
526
1261
1529
29.9
8.7
59.6
2.7
2.7
2.8
19.7
6.7
2.2
15.4
0.8
42.1
31.0
8.0
60.1
2.8
1.7
2.7
22.1
6.2
2.3
14.8
0.6
43.2
25.4
5.4
53.8
1.9
4.5
4.9
7.3
6.8
1.0
10.0
1.0
44.4
23.9
13.0
59.9
2.6
6.8
1.7
12.1
8.8
2.6
24.3
2.0
34.7
33.3
17.2
60.1
3.6
6.0
2.4
19.6
9.6
2.4
17.9
3.0
33.5
27.3
10.4
84.0
4.9
9.3
3.1
9.3
16.8
3.7
42.6
3.1
26.5
27.7
13.4
76.4
2.0
4.9
1.2
12.5
9.4
1.7
24.2
0.9
34.6
28.7
10.1
68.7
3.2
2.7
3.1
19.3
7.4
2.2
20.7
1.0
41.5
31.8
8.9
57.8
2.2
2.1
1.6
23.0
5.8
3.4
13.9
0.6
39.5
33.3
7.5
49.2
2.9
0.6
3.1
23.9
4.1
1.5
5.0
0.4
46.0
29.6
1.9
34.0
2.7
0.5
5.3
23.7
3.1
1.5
1.7
0.7
55.5
23.3
7.1
65.0
2.9
2.5
2.5
12.1
3.9
1.6
16.1
0.4
33.5
28.5
8.3
62.5
2.0
1.5
2.2
17.3
5.7
1.8
16.9
0.5
41.6
33.4
9.4
55.8
3.2
3.6
3.3
24.1
8.4
2.7
13.9
1.3
45.4
18.6
9.9
1.7
2.1
24.9
7.7
19.0
11.0
1.2
1.8
23.4
5.8
18.8
4.3
2.9
2.9
27.2
15.2
18.4
7.4
3.4
2.6
32.7
12.5
12.1
7.2
3.6
5.4
29.9
14.8
19.3
7.0
1.9
5.0
30.4
11.1
15.9
8.7
2.3
2.0
28.3
6.7
14.5
12.2
2.4
2.2
27.8
8.6
14.5
12.2
1.3
2.6
22.2
8.3
19.2
12.1
1.7
1.7
21.5
6.7
30.7
4.4
0.4
1.4
22.3
7.1
20.4
11.9
1.6
1.9
29.4
8.4
16.3
9.9
1.4
1.7
24.9
7.0
19.8
9.1
1.9
2.5
23.5
8.0
8.9
32.1
25.9
52.3
47.4
8.8
31.8
25.2
56.0
51.3
10.9
34.1
29.0
35.8
36.9
8.2
36.5
28.1
41.7
34.6
8.3
24.7
25.9
47.0
33.9
4.9
51.6
45.0
57.4
42.0
6.9
40.5
36.8
59.8
45.5
8.2
38.2
28.8
49.4
49.1
9.3
33.5
21.7
54.3
48.9
13.4
25.5
21.0
51.7
51.5
9.1
13.1
14.0
44.3
43.8
9.3
38.3
30.0
55.2
43.3
7.3
33.0
25.8
51.6
46.2
10.0
29.7
24.7
52.3
50.1
72.5
20.0
9.6
65.0
75.1
35.4
82.9
71.3
7.6
41.3
35.0
71.2
19.5
8.4
66.6
74.6
38.6
84.6
74.8
8.3
42.6
37.2
71.8
24.1
12.6
58.7
76.4
22.2
75.9
56.3
2.7
27.4
16.1
79.0
19.7
13.7
56.6
78.4
20.4
74.0
57.4
6.5
42.6
36.1
82.8
21.1
16.3
67.3
73.8
35.1
86.4
68.8
6.5
42.5
31.5
89.8
25.5
13.7
58.6
83.4
7.0
82.7
37.0
7.8
35.1
37.3
83.8
15.6
13.1
63.3
83.9
24.6
80.3
61.4
6.6
43.3
32.5
82.8
17.1
10.7
73.2
82.0
37.2
79.8
73.7
9.9
43.5
38.5
79.2
20.2
9.2
71.8
78.0
40.3
83.1
78.2
7.1
48.9
39.6
62.5
22.2
6.6
67.1
70.8
45.1
87.0
80.0
7.5
41.6
36.1
40.9
25.4
5.9
47.9
53.7
39.7
86.5
73.6
6.2
28.0
25.8
71.2
21.3
9.3
59.8
69.1
21.4
79.2
58.8
5.5
40.8
34.0
74.2
17.3
9.2
63.7
74.8
34.8
83.5
74.0
8.2
41.3
35.4
71.6
22.0
10.0
67.6
77.2
40.1
83.8
73.1
7.7
41.4
34.7
20.5
69.2
62.0
43.4
52.6
14.1
45.7
54.1
17.5
68.8
61.9
45.5
54.5
10.7
46.5
55.6
35.7
70.4
71.6
34.1
45.7
38.8
47.6
51.4
30.7
71.0
51.9
42.3
43.2
17.1
38.4
48.1
18.9
70.4
64.5
30.8
54.4
13.6
45.0
46.8
39.3
85.9
59.5
39.3
42.3
10.4
47.2
46.0
39.8
78.9
64.7
46.2
44.7
10.6
43.3
41.7
27.3
77.3
64.0
45.7
49.8
11.0
46.3
48.3
12.3
69.6
60.1
48.2
50.4
13.9
46.4
57.9
7.0
59.8
61.7
41.0
58.1
19.2
43.3
55.9
6.5
51.3
59.8
34.7
65.7
19.1
48.6
71.0
27.6
73.6
64.3
36.3
42.8
14.3
40.3
51.3
22.2
69.2
60.0
44.1
51.6
12.4
48.0
51.9
16.7
67.8
62.7
45.3
56.9
15.4
45.6
56.9
Agreement with "I feel a lot younger than my age." 1,2 = definitely/generally disagree; 3,4 = moderately disagree/agree; 5,6 = generally/definitely agree
c
a
b
Table 5A
d
e
Table 5B
Table 5B ETHNIC SUBCULTURE, AGE, AND COGNITIVE AGE
% Total
Sample
Number in Sample
CULTUREb
VALUESb
GENDER AND FAMILYb
BRANDS, INNOVATORS, AND OPINION LEADERSHIP b
Impulse buyer
Ethnic Subculture
White
Black Hispanic
2549
317
310
Age
Other
18-24 25-34 35-44 45-54 55-64
169
163
654
739
707
485
20.2
38.4
16.2
35.6
37.9
43.0
27.9
45.6
32.5
58.9
26.1
48.2
23.1
38.6
19.9
35.5
20.1
35.9
18.8
41.8
16.7
39.5
19.0
32.9
14.7
33.0
24.8
44.7
70.7
53.2
8.4
12.5
30.3
14.3
15.9
41.4
70.0
52.1
7.6
11.7
28.2
11.3
10.9
42.2
74.2
68.8
9.2
14.6
41.8
31.4
43.4
32.7
72.9
51.8
15.7
14.4
34.6
20.3
21.3
43.2
71.1
43.7
5.3
16.2
32.1
16.6
28.9
43.0
77.9
41.7
9.9
9.9
32.5
13.0
18.4
23.9
73.2
45.8
8.2
9.7
26.8
14.1
19.1
30.2
78.0
49.6
9.0
11.0
31.3
13.1
15.4
38.2
78.8
50.9
7.3
11.1
30.0
13.4
15.9
39.6
66.4
58.8
8.6
13.4
30.6
14.3
13.8
48.8
50.5
67.6
8.5
18.9
32.3
17.5
4.0
59.0
68.7
48.6
10.0
9.9
17.5
14.9
18.8
33.8
66.6
49.0
7.1
8.8
20.0
11.1
12.2
35.5
75.1
58.2
9.0
16.1
43.0
16.6
17.9
48.8
34.9
12.2
41.4
34.8
12.0
38.5
38.3
12.1
52.1
36.2
13.8
50.8
28.7
12.6
47.3
33.1
14.8
55.3
34.3
9.9
50.5
36.4
10.1
45.5
38.1
10.1
35.7
35.2
13.2
32.8
30.3
18.4
36.1
35.1
14.8
46.5
34.5
10.6
38.2
35.4
12.5
42.4
13.4
18.5
25.2
12.5
16.4
23.6
18.4
28.2
37.1
12.7
24.0
24.1
19.8
21.8
30.5
16.6
28.8
22.2
15.0
20.8
21.6
14.5
20.8
27.0
11.1
16.0
20.7
13.9
16.1
25.6
11.6
15.1
33.1
10.5
15.7
23.1
9.0
13.1
19.2
17.8
23.6
30.5
27.9
27.8
41.0
11.4
24.0
36.6
25.5
23.2
38.1
9.7
23.8
35.0
38.2
52.6
52.1
19.1
22.5
44.4
31.9
38.3
49.2
15.8
26.5
40.7
37.4
32.5
48.8
14.4
25.8
38.6
37.4
41.7
44.9
7.4
25.3
36.2
32.9
32.7
38.9
11.9
22.6
35.7
25.8
29.4
44.1
11.8
21.3
33.1
27.0
26.9
38.7
9.6
22.8
33.8
26.0
24.8
40.2
10.5
25.7
38.6
25.0
20.4
41.7
14.5
28.8
43.9
28.5
27.7
27.2
8.6
23.2
28.9
23.1
19.4
34.4
7.2
18.7
27.8
31.6
35.1
50.8
15.7
28.8
46.3
27.5
29.3
25.0
37.6
21.0
14.9
38.3
46.7
27.7
28.6
23.0
36.8
20.5
12.8
36.0
44.3
24.7
33.6
35.9
36.5
20.1
24.2
48.5
51.0
25.5
29.7
27.9
43.4
21.5
19.3
45.4
56.1
34.3
32.3
29.5
42.2
29.7
21.7
41.1
57.9
18.8
26.3
22.1
46.8
28.0
20.6
30.1
48.2
23.9
21.5
20.2
43.8
25.8
15.7
26.2
44.6
29.7
25.7
23.9
41.1
27.3
12.4
29.7
45.7
26.5
26.9
24.5
35.8
18.4
14.9
38.2
52.4
28.5
36.1
27.7
34.2
15.4
14.3
48.2
48.7
31.5
40.8
31.0
28.8
13.8
16.3
56.8
41.2
19.2
22.7
25.1
39.3
18.0
16.4
47.8
53.4
23.2
23.4
20.0
32.0
19.4
12.9
32.0
41.3
33.9
36.2
28.9
41.7
23.4
15.9
39.8
48.9
16.6
35.5
34.0
25.9
15.9
33.8
33.1
23.0
18.4
49.3
39.7
42.1
19.3
34.5
34.0
32.1
18.1
36.8
36.5
28.0
27.2
26.6
29.0
35.4
23.3
34.2
36.6
33.9
18.0
37.2
35.7
28.2
14.0
34.7
34.4
30.0
14.4
36.7
33.5
21.7
9.4
37.3
30.4
9.8
20.6
33.3
29.3
37.5
14.6
31.7
28.6
25.5
16.8
39.2
40.1
22.3
26.3
51.3
50.6
27.3
25.6
51.8
48.7
27.6
28.8
50.0
59.9
19.8
27.2
50.2
52.0
29.6
32.1
48.2
57.7
31.7
16.8
34.4
43.2
17.2
16.5
41.2
49.0
20.4
19.4
44.7
51.6
24.8
23.5
49.4
52.6
25.6
34.3
61.0
54.1
36.2
45.5
69.9
47.5
35.4
25.2
51.9
59.7
29.4
22.5
47.6
47.7
23.0
29.5
54.1
49.9
30.1
74.0
1.5
13.3
15.2
75.9
1.3
14.2
16.2
63.1
1.0
11.1
9.6
68.0
3.4
8.3
12.9
76.5
1.2
13.3
15.2
89.6
0.6
20.9
21.6
88.3
4.1
19.2
25.0
86.3
1.8
17.1
17.4
78.0
0.7
14.0
15.3
67.0
0.4
8.6
11.0
38.6
0.2
3.0
2.7
70.2
1.4
12.2
12.2
77.3
1.6
14.1
16.6
72.7
1.4
13.3
15.3
Agreement with "I feel a lot younger than my age." 1,2 = definitely/generally disagree; 3,4 = moderately disagree/agree; 5,6 = generally/definitely agree
c
a
b
>64
597
Cognitive Age
(Feel a lot younger than age)a
1,2
3,4
5,6
526
1261
1529
Table 6A
Table 6A
GENDER AND GEOGRAPHIC REGION

% Total
Sample
Number in Sample
Played bingo
Jogged
Went camping
Rented a DVD
Dessert
Diet sodas
Sports drinks
Chocolate bars
Premium icecream
Used a price coupon
PRODUCT OWNERSHIPd
DVD
PVR
MP3 Player
Personal computer
Cellular phone
Car
Home
Dog
Cat
Children's shows
Comedy
Drama
Home improvement
News/political
Sports
Weather
Gender
Male Female
1588
1757
1
160
2
479
3
537
Geographic Regiona
4
5
6
257
638
227
7
336
8
225
9
486
29.9
8.7
59.6
2.7
2.7
2.8
19.7
6.7
2.2
15.4
0.8
42.1
23.7
8.0
61.8
1.7
2.7
2.4
18.7
8.2
2.9
16.1
1.1
36.0
35.6
9.2
57.7
3.6
2.6
3.2
20.6
5.2
1.6
14.8
0.6
47.5
35.0
10.8
39.9
0.0
2.5
3.1
22.6
7.6
2.5
13.9
0.0
35.7
31.4
6.5
50.6
3.2
1.7
2.7
17.7
5.3
1.9
12.4
1.1
41.9
31.0
5.8
64.0
1.9
2.5
3.8
21.9
5.5
2.5
15.0
0.4
44.9
34.1
8.2
67.3
3.2
1.2
2.0
23.3
5.9
1.8
15.3
0.0
48.6
30.9
6.0
58.8
3.0
2.2
3.8
17.8
5.4
1.8
14.4
0.6
41.4
27.2
4.4
64.6
1.3
3.1
2.2
14.9
7.5
2.7
12.0
0.0
55.9
23.4
6.3
66.5
2.7
3.0
1.5
14.4
7.9
1.5
16.8
1.5
42.9
24.1
10.4
62.6
3.2
5.4
0.9
15.5
5.4
2.3
18.8
0.5
40.1
30.4
19.9
58.8
3.8
3.5
2.9
26.7
10.4
2.7
19.8
2.3
32.4
18.6
9.9
1.7
2.1
24.9
7.7
20.0
9.2
2.1
2.2
26.3
8.3
17.3
10.5
1.2
2.1
23.8
7.2
21.0 19.8
9.5 6.9
1.9 0.9
5.6 2.5
17.4 26.4
7.0 10.4
15.5
12.3
0.6
1.1
27.5
4.0
18.4
17.7
0.4
0.8
21.3
4.0
18.8
10.0
1.8
2.2
22.0
8.2
20.9
9.5
2.7
0.9
30.9
8.1
19.3
10.4
3.3
2.4
28.2
7.6
16.1
7.3
2.7
1.3
26.8
5.3
19.3
6.8
1.9
3.1
22.8
12.1
8.9
32.1
25.9
52.3
47.4
7.4
38.3
23.7
48.4
39.9
10.3
26.5
27.8
55.8
54.2
10.9
30.8
19.4
53.8
51.9
12.5
32.6
19.8
48.8
50.7
7.9
26.9
22.0
53.2
53.9
6.7
39.7
35.4
51.6
48.8
8.8
33.8
27.2
53.4
48.8
8.5
36.9
33.2
53.7
40.6
7.6
41.1
36.1
49.8
44.0
9.5
27.9
28.1
61.9
41.7
8.1
25.2
20.0
49.9
41.1
72.5
20.0
9.6
65.0
75.1
35.4
82.9
71.3
7.6
41.3
35.0
75.0
21.7
10.1
66.1
73.6
35.3
83.4
71.9
7.6
42.7
35.2
70.3
18.5
9.1
64.0
76.5
35.5
82.5
70.7
7.5
40.0
34.8
77.9
14.9
13.0
68.2
73.2
36.4
79.5
74.5
6.1
33.8
45.0
71.0
17.6
10.6
64.0
73.8
42.7
80.9
68.8
5.1
33.9
31.3
73.8
22.2
8.9
63.3
74.4
36.9
82.8
75.8
9.3
42.0
34.3
71.5
14.5
6.8
69.0
78.0
36.6
82.9
79.4
11.5
45.2
41.6
69.8
20.7
9.6
65.3
75.8
34.9
84.7
70.1
5.7
40.4
30.6
64.1
19.6
9.4
61.0
74.1
26.8
82.8
72.1
9.5
51.7
33.8
70.5
19.9
8.1
63.2
76.9
28.4
81.1
71.8
7.6
45.4
34.0
78.7
23.9
12.7
69.1
72.6
34.3
85.3
72.4
14.1
47.6
35.8
77.6
22.0
9.4
65.3
75.7
35.5
84.4
63.6
4.9
38.7
39.1
20.5
69.2
62.0
43.4
52.6
14.1
45.7
54.1
15.6
70.3
59.4
42.3
53.5
10.7
57.8
53.2
24.9
68.2
64.4
44.3
51.7
17.2
34.9
54.9
12.5
68.1
68.8
43.8
50.0
10.0
43.1
53.1
20.5
71.8
66.4
45.5
55.1
10.9
48.0
60.5
21.8
69.7
59.2
46.0
51.2
12.3
47.7
55.7
19.8
68.9
63.0
47.1
54.9
10.9
52.9
60.3
19.9
68.7
62.5
40.4
51.9
17.1
42.6
59.9
22.0
62.6
61.2
43.6
51.1
26.4
48.0
61.7
26.2
72.3
60.4
42.9
50.3
21.7
42.3
58.6
21.3
66.7
53.8
43.1
54.7
9.8
41.8
43.1
17.9
69.6
62.6
40.5
53.5
9.5
45.7
33.7
1 = New England; 2 = Middle Atlantic; 3 = East North Central; 4 = West North Central; 5 = South Atlantic; 6 = East South Atlantic; 7 = West South Central; 8 = Mountain; 9 = Pacific
c
d
a
b
Table 6A
Table 6B
Table 6B GENDER AND GEOGRAPHIC REGION
% Total
Sample
Number in Sample
CULTUREb
VALUESb
GENDER AND FAMILYb
Impulse buyer
Gender
Male Female
1588
1757
1
160
2
479
3
537
Geographic Regiona
4
5
6
257
638
227
7
336
8
225
9
486
20.2
38.4
16.7
35.6
23.3
41.0
18.4
38.4
19.8
36.3
16.9
28.9
16.1
38.8
19.0
36.2
21.7
40.0
22.3
36.5
22.7
45.9
25.0
50.9
70.7
53.2
8.4
12.5
30.3
14.3
15.9
41.4
71.7
45.9
10.5
11.8
24.6
16.0
14.1
38.8
69.8
59.9
6.5
13.1
35.4
12.8
17.5
43.7
71.3
40.9
8.3
14.8
31.3
13.2
13.8
53.8
72.8
54.4
5.9
14.3
31.1
13.8
18.2
52.7
69.3
52.4
7.1
11.6
27.1
12.4
13.4
35.4
74.0
53.2
9.5
10.2
25.9
11.8
13.3
39.0
67.8
54.0
8.6
11.7
34.4
16.0
15.5
38.6
71.1
69.6
9.4
16.5
30.8
14.7
18.3
35.3
72.3
60.4
9.0
9.9
34.4
18.1
11.8
30.2
73.3
53.9
7.8
12.2
26.0
11.2
17.5
33.3
69.6
43.2
10.7
13.1
28.5
15.0
19.9
52.0
34.9
12.2
41.4
31.2
12.2
41.1
38.2
12.2
41.7
36.1
10.8
43.7
40.4
9.9
45.8
32.0
14.0
37.8
37.7
12.1
43.1
33.6
13.2
39.4
28.4
13.8
44.0
32.0
11.7
43.7
39.3
12.2
40.4
35.8
11.1
39.6
13.4
18.5
25.2
12.9
16.2
26.5
13.9
20.5
24.1
15.7
16.7
23.9
16.1
19.8
28.5
11.6
15.1
25.2
9.5
17.3
22.7
13.0
20.8
25.4
14.2
20.4
29.0
15.9
19.3
27.9
13.0
19.7
19.7
12.6
16.9
22.7
27.9
27.8
41.0
11.4
24.0
36.6
21.2
25.1
47.0
11.8
26.9
34.1
34.0
30.4
35.4
11.1
21.4
38.9
27.4
22.2
36.3
13.3
19.5
32.9
29.1
27.9
38.5
13.7
27.4
41.1
29.4
26.5
41.6
8.4
22.1
31.8
24.2
22.2
34.3
6.8
20.9
31.4
25.7
26.3
42.3
12.1
24.8
39.0
29.7
30.4
46.6
13.8
22.4
39.6
33.0
30.8
41.8
13.3
22.8
40.1
24.8
31.5
41.4
9.6
24.2
36.3
27.2
31.1
42.7
11.9
26.5
34.5
27.5
29.3
25.0
37.6
21.0
14.9
38.3
46.7
27.9
24.5
24.7
38.1
29.8
14.4
38.9
46.4
27.2
33.7
25.2
37.2
13.1
15.4
37.8
47.0
27.9
34.0
22.8
35.7
21.5
19.1
37.3
42.7
28.3
28.8
25.5
38.7
20.8
12.9
39.0
49.9
22.4
24.7
25.1
33.7
18.7
10.7
36.1
44.0
28.6
25.6
30.1
34.0
21.1
14.3
34.4
45.9
28.3
31.3
24.2
39.9
20.6
14.8
38.8
45.6
25.5
31.3
29.7
36.7
18.8
20.0
48.7
46.9
27.5
29.3
24.3
42.2
20.9
19.4
46.3
52.1
30.0
29.7
21.1
37.6
24.1
15.0
32.3
47.0
30.6
31.7
23.5
38.0
24.1
15.3
34.2
45.6
16.6
35.5
34.0
25.9
18.1
35.9
34.1
25.4
15.2
35.1
33.9
26.4
15.2
34.6
32.1
16.6
15.3
36.3
33.3
25.3
18.6
34.6
31.8
24.7
14.6
30.4
29.6
20.6
15.2
37.9
36.5
26.7
14.2
43.7
35.6
28.2
18.5
40.3
37.1
30.8
18.4
30.7
34.8
29.7
17.8
30.7
33.5
26.6
26.3
51.3
50.6
27.3
21.4
44.9
56.5
27.6
30.8
57.1
44.8
27.0
30.1
46.3
45.9
33.3
26.1
51.4
55.3
29.6
26.3
48.3
50.5
23.2
22.1
52.9
53.0
29.4
25.5
51.8
51.4
27.4
32.4
60.3
45.5
25.5
28.3
56.5
52.3
27.4
24.4
49.6
47.0
28.0
25.5
47.6
47.9
26.5
74.0
1.5
13.3
15.2
73.7
1.4
11.0
14.5
74.1
1.5
15.5
15.9
77.2
1.9
19.7
19.6
72.5
1.3
15.8
18.3
75.0
0.6
13.0
15.7
73.1
0.8
15.3
12.4
72.1
1.8
12.9
14.5
64.3
0.9
9.3
10.9
73.0
1.5
9.5
14.4
79.4
2.3
12.2
16.1
78.8
2.4
13.8
15.0
1 = New England; 2 = Middle Atlantic; 3 = East North Central; 4 = West North Central; 5 = South Atlantic; 6 = East South Atlantic; 7 = West South Central; 8 = Mountain; 9 = Pacific
c
a
b
Table 7A
Table 7A
IDEAL SELF-CONCEPT
Number in Sample
Played bingo
Jogged
Went camping
Rented a DVD
Dessert
Diet sodas
Sports drinks
Chocolate bars
Premium icecream
Used a price coupon
PRODUCT OWNERSHIPd
DVD
PVR
MP3 Player
Personal computer
Cellular phone
Car
Home
Dog
Cat
Children's shows
Comedy
Drama
Home improvement
News/political
Sports
Weather
% Total
Ideal Self-Concepta
Sample Adventurous Affectionate Ambitious Assertive Careful Competitive Easy-going Independent
1478
2359
1999
1706
1866
1279
2196
2395
Masculine Sensitive Tolerant Traditional

893
2150
1966
1481
29.9
8.7
59.6
2.7
2.7
2.8
19.7
6.7
2.2
15.4
0.8
42.1
34.3
11.7
63.2
3.3
3.5
2.7
21.0
8.8
3.1
17.6
1.0
40.9
32.7
9.1
60.0
2.9
2.9
2.9
21.0
6.6
2.1
15.6
0.7
44.3
33.6
9.6
61.4
3.1
3.2
2.7
21.3
7.6
2.4
16.5
1.0
43.7
34.9
10.2
61.3
3.2
3.2
2.7
20.5
7.5
2.6
16.3
0.7
41.8
31.0
7.4
58.0
2.9
2.7
2.8
20.5
6.2
2.4
13.5
0.8
45.1
30.2
8.8
60.9
2.9
3.5
3.0
19.5
8.1
3.1
16.6
1.1
40.2
30.2
9.2
59.4
2.9
2.9
2.4
20.5
6.5
2.3
15.7
0.8
42.8
30.8
9.1
60.3
2.9
2.9
2.7
20.3
6.8
2.3
15.8
0.6
42.0
23.8
7.9
64.2
1.7
2.5
1.3
17.7
9.9
3.2
16.4
1.1
36.1
32.2
8.4
58.7
2.9
2.8
2.9
20.7
6.5
1.7
14.9
0.9
44.7
34.5
9.3
59.1
3.1
2.8
2.9
22.8
7.1
2.3
16.0
1.0
43.6
31.6
7.0
58.0
3.5
2.5
3.3
21.5
6.2
2.8
13.7
1.2
48.9
34.9
9.9
61.9
3.0
4.2
2.6
19.3
9.8
2.3
19.6
1.3
40.0
18.6
9.9
1.7
2.1
24.9
7.7
16.5
9.4
1.9
2.8
25.4
8.7
18.3
10.4
1.2
2.0
24.6
7.8
18.2
9.9
1.4
2.3
24.9
8.0
17.2
10.0
1.7
2.4
23.3
8.0
19.2
8.9
1.5
2.5
25.9
8.6
19.3
10.0
2.1
2.9
27.3
9.1
18.3
10.0
1.7
2.2
25.3
8.1
17.9
10.0
1.6
2.2
25.0
7.6
17.7
8.3
2.0
2.0
23.8
7.5
19.3
9.9
1.6
1.9
25.0
7.9
19.1
10.8
1.8
2.3
25.1
7.9
18.8
9.5
1.9
2.2
25.4
7.9
18.9
10.3
2.3
3.0
26.6
8.7
8.9
32.1
25.9
52.3
47.4
8.7
36.1
27.5
53.6
47.4
9.3
31.8
26.7
54.6
49.3
9.6
34.0
27.0
53.4
48.7
10.1
34.1
27.0
52.4
48.9
9.3
31.7
25.8
51.8
47.4
8.9
36.2
25.1
49.4
44.4
8.5
33.8
27.7
54.1
49.2
9.3
33.7
26.3
53.5
48.5
7.2
41.9
23.1
48.2
38.2
9.3
31.5
26.2
53.8
49.4
9.7
32.8
26.7
55.5
50.4
9.6
30.3
25.8
52.7
49.2
9.2
34.7
28.9
51.6
46.9
72.5
20.0
9.6
65.0
75.1
35.4
82.9
71.3
7.6
41.3
35.0
76.1
19.4
11.6
66.4
77.7
36.4
83.7
70.0
8.3
42.6
35.7
72.9
19.7
9.0
65.3
76.3
35.9
83.6
71.1
6.8
40.5
36.0
74.7
20.5
9.7
66.9
78.2
37.1
84.7
71.9
7.6
41.1
34.8
75.4
19.6
9.5
68.0
78.1
36.6
84.3
71.6
6.9
42.2
35.5
70.8
22.6
8.2
62.3
73.5
34.6
82.9
70.4
7.7
40.6
34.1
75.5
22.2
11.5
67.2
77.5
36.6
85.0
70.6
9.1
43.1
35.0
74.1
19.6
9.1
65.7
76.1
34.8
83.3
72.7
7.4
42.2
35.7
72.6
19.1
9.1
66.1
75.8
36.2
82.9
72.1
7.2
41.7
34.7
77.9
20.7
10.5
67.9
76.5
37.8
83.9
74.2
7.9
43.5
34.2
71.5
20.8
9.2
64.7
75.7
36.2
83.3
71.3
7.3
40.6
35.6
73.3
19.7
9.0
66.8
75.6
37.7
84.8
72.4
6.8
41.1
35.0
71.4
20.9
8.6
65.2
74.3
35.3
84.1
74.1
7.9
42.5
34.1
76.6
20.7
10.4
66.2
79.1
33.6
82.9
68.7
7.5
41.1
35.6
20.5
69.2
62.0
43.4
52.6
14.1
45.7
54.1
21.8
71.7
64.7
45.2
53.5
11.6
46.0
51.9
21.6
70.9
64.5
44.2
53.2
14.6
43.8
53.9
21.6
71.1
63.2
45.8
54.1
13.9
46.4
54.9
21.6
70.3
63.3
45.3
55.6
13.8
45.8
53.8
21.4
68.3
61.6
41.9
54.7
16.9
44.7
57.3
20.3
71.4
59.2
44.2
54.4
13.9
55.9
55.6
21.6
71.8
63.3
45.2
53.4
14.8
45.4
53.0
20.4
70.3
62.3
43.7
54.1
13.9
45.5
53.2
14.2
73.8
60.8
44.7
54.8
10.9
62.5
52.0
21.5
70.1
64.2
45.0
53.4
15.0
44.2
54.8
20.2
69.7
63.9
45.7
56.2
14.2
44.2
53.1
21.5
68.5
62.0
44.3
55.4
18.4
44.4
55.4
25.7
73.4
62.4
45.2
52.7
14.3
43.6
51.6
Cell values are the percent of respondents to the question who answered that the term would generally or definitely describe ideal self; 5 or 6 on a 6-point scale
c
d
a
b
Youthful
1302
Table 7A
Table 7A
Table 7A
Table 7B
Table 7B
IDEAL SELF-CONCEPT
% Total
Sample
Number in Sample
CULTUREb
VALUESb
GENDER AND FAMILYb
Impulse buyer
Ideal Self-Concepta
Adventurous Affectionate Ambitious Assertive Careful Competitive Easy-going Independent
1478
2359
1999
1706
1866
1279
2196
2395
b
c
Youthful
1302
20.2
38.4
26.0
47.2
21.8
41.5
21.4
41.1
23.6
44.1
21.2
39.3
21.9
40.4
22.4
40.3
22.3
41.0
15.8
34.6
22.6
41.4
24.6
44.4
20.2
39.1
27.2
43.8
70.7
53.2
8.4
12.5
30.3
14.3
15.9
41.4
73.5
50.8
9.8
14.8
35.4
15.4
17.2
42.7
73.6
56.3
8.0
13.4
33.4
14.3
17.0
42.4
76.4
53.8
8.4
13.9
34.4
14.7
16.1
42.2
75.9
53.0
8.5
13.9
35.8
15.9
17.7
43.3
72.6
59.7
9.0
14.6
33.2
15.6
17.7
45.5
75.9
50.6
10.4
14.8
35.5
17.0
16.1
41.0
72.8
54.2
8.4
13.5
32.6
13.8
16.7
42.0
74.6
53.2
8.3
13.2
32.1
14.9
17.1
42.0
77.1
44.8
12.3
11.0
26.9
17.6
14.7
37.7
73.9
58.1
8.2
14.5
34.1
14.6
17.1
44.4
73.5
55.9
8.4
15.2
33.5
14.6
18.8
44.7
74.3
63.8
9.2
15.3
33.2
15.9
16.4
44.8
77.0
53.1
9.0
15.8
45.0
16.5
18.6
42.7
34.9
12.2
41.4
36.3
11.7
43.7
36.5
11.7
43.0
34.3
11.6
43.5
36.6
11.3
43.2
33.3
13.2
45.1
33.6
12.1
44.5
35.3
11.5
42.8
36.4
11.3
42.9
30.1
13.0
40.2
35.5
12.2
44.0
36.7
11.7
42.8
33.3
15.1
44.4
35.9
12.0
46.0
13.4
18.5
25.2
16.8
24.0
26.6
14.5
19.4
26.0
16.2
21.3
27.1
16.5
22.7
27.1
14.9
19.5
28.5
18.4
23.7
29.8
14.1
20.0
25.3
15.1
19.7
25.6
14.0
16.4
29.0
14.7
19.8
27.5
15.3
20.1
25.0
16.0
19.8
28.8
18.0
25.4
28.8
27.9
27.8
41.0
11.4
24.0
36.6
31.6
33.9
46.3
13.1
27.6
39.6
30.8
29.5
41.8
11.5
23.9
38.7
31.0
30.4
46.6
12.6
26.3
39.4
30.8
32.1
49.6
13.0
27.1
39.9
30.0
30.6
43.3
12.8
26.7
40.4
29.7
32.8
51.9
15.6
28.5
41.8
29.0
29.5
41.3
11.2
24.5
37.8
28.9
29.7
44.4
12.0
25.4
38.1
19.7
27.5
53.1
12.4
30.1
37.1
30.9
29.2
41.0
12.4
24.6
40.1
30.1
30.5
41.6
11.8
25.2
40.7
28.9
28.3
43.1
14.0
26.1
41.4
36.8
36.3
45.9
15.1
28.9
41.7
27.5
29.3
25.0
37.6
21.0
14.9
38.3
46.7
29.6
30.5
26.7
42.6
26.3
15.7
33.8
48.1
28.9
32.0
26.0
39.1
21.4
15.2
37.7
48.7
29.8
31.9
26.5
41.2
24.2
14.8
36.2
47.3
30.6
33.7
27.3
41.1
25.9
14.5
34.9
47.3
29.5
33.7
30.0
39.2
21.2
16.9
43.9
50.3
29.1
31.7
29.8
42.3
27.5
15.1
38.9
49.3
28.4
30.7
26.6
39.6
22.4
15.7
37.6
47.9
28.9
31.4
25.7
39.2
23.6
14.3
37.9
47.3
28.7
25.7
25.2
40.4
32.9
14.0
38.4
47.2
29.1
33.0
27.5
38.8
21.3
16.5
39.3
48.4
30.1
32.8
26.0
39.8
22.1
14.8
37.8
47.6
29.2
32.0
30.4
39.3
19.9
16.4
44.1
51.1
29.2
32.5
30.5
44.0
24.0
17.6
36.6
51.7
16.6
35.5
34.0
25.9
20.9
36.8
39.7
27.2
17.8
36.4
36.9
26.9
18.0
37.4
38.4
26.6
19.7
37.0
39.1
26.1
17.1
37.1
36.1
26.6
20.7
38.3
39.5
24.8
17.6
37.0
36.0
26.4
17.2
36.0
36.4
26.1
20.3
36.5
36.5
25.6
17.5
36.9
36.2
27.2
17.0
35.0
36.5
25.5
17.4
38.0
37.2
23.6
20.9
39.2
39.1
26.7
26.3
51.3
50.6
27.3
22.7
47.9
53.9
26.2
26.9
53.2
51.0
27.6
25.9
51.5
50.0
26.6
25.5
49.8
50.6
27.1
30.9
54.4
51.7
28.2
26.4
48.3
52.4
25.4
26.4
51.5
52.1
26.1
26.0
50.8
51.5
27.1
19.6
45.9
58.2
29.1
28.9
54.3
51.2
28.3
26.8
52.4
51.9
28.8
33.2
60.3
51.7
29.9
25.4
49.4
51.8
26.1
74.0
1.5
13.3
15.2
79.4
2.1
16.4
18.3
76.0
1.4
13.9
16.1
77.1
1.6
13.7
17.1
78.2
1.6
14.5
17.1
70.4
1.2
11.5
12.8
75.2
1.7
11.9
16.4
76.4
1.8
14.3
16.6
76.2
1.6
13.6
16.4
76.8
1.3
11.2
16.3
74.2
1.6
13.2
15.4
75.7
1.8
13.8
6.4
72.3
1.2
9.2
11.8
78.1
1.9
14.2
17.6
Cell values are the percent of respondents to the question who answered that the term would generally or definitely describe ideal self; 5 or 6 on a 6-point scale
Masculine Sensitive Tolerant Traditional

893
2150
1966
1481

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Table 1A

Youngest Child at Home

Oldest Child at Home

Coded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)

Youngest Child at Home

Oldest Child at Home

16.8 19.7 20.8 24.2 33.0

22.0 18.2 16.1 31.3

34.7 33.2 42.9 37.6 34.5

32.8 39.8 36.6 21.8

12.5 10.6 18.2 13.8 17.6

13.4 14.4 11.6 18.6

68.6 77.6 85.2 61.8

74.0 59.5 72.2

Coded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)

77.8 32.9 62.3 64.8 81.6

INCOME, EDUCATION, AND TECH SAVVY

GENDER AND GEOGRAPHIC REGION

Masculine Sensitive Tolerant Traditional

Masculine Sensitive Tolerant Traditional

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