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
a

29.9
8.7
59.6
2.7
2.7
2.8
19.7
6.7
2.2
15.4
0.8
42.1

Household Size
Marital Statusa
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
18+
675
275
258
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 1.5 2.3 1.9 4.6 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
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 kids c
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
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

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

74.0 59.5
1.5 1.6
13.3 11.0
15.2 10

72.2
1.3
12.4
14.4

81.7 79.7
1.7 0.8
15.3 13.1
18.3 14.1

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

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
Cell values are the percent of respondents who answered yes; coded as 1 = yes; 2 = no

b
c

Household Size
1
2
3-5
6+
523 1294 1351 133

82.6
70.5
9.2
8.3
28.8
14.5
14.6
44.2

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
Spouse's Work Levela
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
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
a

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
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
b

Table 2B
Table 2B

EMPLOYMENT STATUS OF SPOUSES OF MARRIED RESPONDENTS

Female Respondents
Spouse's Work Levela
1
2
3
4
795
36 210
5

Male Respondents
Spouse's Work Level a
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
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 kids
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
a

If married, spouse's work level: 1 = employed full-time; 2 = employed part-time; 3 = unemployed/retired; 4 = full-time homemaker
Cell values are the percent of respondents who generally or definitely agree with the statement; codes 5 and 6
Cell values are the percent of respondents who answered yes; coded as 1 = yes; 2 = no

b
c

Table 3A
Table 3A INCOME, EDUCATION, AND TECH SAVVY
Household Income
4
5
6
7
8
In Thousands
<20
20-30 30-40 40-50 50-60 60-70 70-100 >100
526
359
335
333
325
279
522
477
1

% 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
a

1,2,3
No
Degree
197

Education
4
5
6
7
HS
Some
College Graduate
Degree College Degree
School
747
1102
630
417

Tech Savvya
(Perceived)
1,2
3,4
Low
Medium
1078
1511

5,6
High
690

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
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
b

Table 3B
Table 3B

INCOME, EDUCATION, AND TECH SAVVY

Household Income
4
5
6
7
In Thousands
<20
20-30 30-40 40-50 50-60 60-70 70-100
526
359
335
333
325
279
522
1

% Total
Sample
Number in Sample
b
CULTURE
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 kids
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
a

8
>100
477

1,2,3
No
Degree
197

Education
4
5
6
7
HS
Some
College Graduate
Degree College Degree
School
747
1102
630
417

Tech Savvy
(Perceived)
1,2
3,4
Low
Medium
1078
1511

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

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

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

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

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

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

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

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

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

level of agreement with "I consider myself tech savvy." 1,2 = definitely/generally disagree; 3,4 = moderately disagree/agree; 5,6 = generally/definitely agree
Cell values are the percent of respondents who generally or definitely agree with the statement; codes 5 and 6
Cell values are the percent of respondents who answered yes; coded as 1 = yes; 2 = no

b
c

Table 3B

Tech Savvy
(Perceived)

5,6
High
690
28.5
50.1
78.3
47.9
10.3
17.3
32.3
17.6
17.3
45.0
34.5
12.4
40.4
23.8
27.7
29.2
32.1
34.1
55.8
16.5
32.4
39.3
38.5
32.6
27.4
54.8
100.0
16.0
25.6
48.0
19.1
33.6
45.8
25.2
20.6
44.5
51.0
29.4
88.0
3.1
20.8
25.7

Table 4A
Table 4A OCCUPATION
% Total
Sample
Number in Sample
b
GENERAL BEHAVIORS - HEAVIER USER
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
a

Occupation
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
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

Table 4B
Table 4B

OCCUPATION
% Total
Sample

Number in Sample
b
CULTURE
Enjoy shopping for items influenced by other cultures
Interested in the cultures of other countries
b
VALUES
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 kids
A woman's place is in the home
When making family decisions, consideration of the kids comes first
b
BRANDS, INNOVATORS, AND OPINION LEADERSHIP
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
b
MARKETING REGULATION
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
a

Occupation
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
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
b

Table 5A
Table 5A

ETHNIC SUBCULTURE, AGE, AND COGNITIVE AGE

% 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
a

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
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
b

Table 5A
e

Cell values are the percent of respondents to the question who watch that type of show regularly; coded as 1 = yes; 2 = no

Table 5B
Table 5B

ETHNIC SUBCULTURE, AGE, AND COGNITIVE AGE

% 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 kids
A woman's place is in the home
When making family decisions, consideration of the kids comes first
BRANDS, INNOVATORS, AND OPINION LEADERSHIP b
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 SELF b
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
a

Age
Other
18-24 25-34 35-44 45-54 55-64
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

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
Cell values are the percent of respondents who generally or definitely agree with the statement; codes 5 and 6
Cell values are the percent of respondents who answered yes; coded as 1 = yes; 2 = no

b
c

Ethnic Subculture
White
Black Hispanic
2549
317
310

Table 6A
Table 6A

GENDER AND GEOGRAPHIC REGION

% Total
Sample

Number in Sample
b
GENERAL BEHAVIORS - HEAVIER USER
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
c
CONSUMPTION - HEAVIER USER
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
e
TYPES OF TV SHOWS WATCHED REGULARLY
Children's shows
Comedy
Drama
Home improvement
News/political
Religious programming
Sports
Weather
a

Gender
Male Female
1588
1757

1
160

2
479

3
537

Geographic Region
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
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
b

Table 6B
Table 6B

GENDER AND GEOGRAPHIC REGION

% Total
Sample

Number in Sample
b
CULTURE
Enjoy shopping for items influenced by other cultures
Interested in the cultures of other countries
b
VALUES
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 kids
A woman's place is in the home
When making family decisions, consideration of the kids comes first
b
BRANDS, INNOVATORS, AND OPINION LEADERSHIP
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
b
MARKETING REGULATION
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
a

1
160

2
479

3
537

Geographic Region
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
Cell values are the percent of respondents who generally or definitely agree with the statement; codes 5 and 6
Cell values are the percent of respondents who answered yes; coded as 1 = yes; 2 = no

b
c

Gender
Male Female
1588
1757

Table 7A
Table 7A

IDEAL SELF-CONCEPT

Number in Sample
b
GENERAL BEHAVIORS - HEAVIER USER
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
c
CONSUMPTION - HEAVIER USER
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
e
TYPES OF TV SHOWS WATCHED REGULARLY
Children's shows
Comedy
Drama
Home improvement
News/political
Religious programming
Sports
Weather
a

% Total
Sample Adventurous Affectionate
1478
2359

Ideal Self-Concept
Ambitious Assertive Careful Competitive Easy-going Independent
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
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
b

Youthful
1302

Table 7A

Table 7B

Table 7B

IDEAL SELF-CONCEPT
% 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 kids
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
a

Adventurous Affectionate
1478
2359

Ideal Self-Concepta
Ambitious Assertive Careful Competitive Easy-going Independent Masculine Sensitive Tolerant Traditional
1999
1706
1866
1279
2196
2395
893
2150
1966
1481

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
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
b

Youthful
1302

Table 7B

Table 1A

HOUSEHOLDS
% Total
Sample

Number in Sample

523

Purchased items for home at discount retailer

25.9

Household Size
2
3-5
1294
1351

6+
133

1
2262

Marital Status
3
216
77

283

484

1805

Children at Home
1
2-3
765
687

4+
88

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

16.5

24.5

30.5

29.0

26.7

12.3

19.5

22.9

30.3

22.0

29.6

31.3

31.0

36.0

29.8

24.5

24.1

36.9

36.1

27.7

22.9

86

317

412

39

604

27

15

65

147

397

226

215

27

243

82

63

67

147

116

95

96

18.6

24.1
126

19.7
255

14.7
199

17.4
23

17.1
386

26.6
58

17.1
13

19.6
55

20.7
100

21.4
386

14.0
107

15.5
106

25.9
23

15.9
107

12.6
35

11.9
31

16.9
47

14.7
59

16.7
54

10.7
37

16.7
70

9.9

9.1
47

9.9
128

9.9
134

13.0
17

10.0
227

6.2
13

8.2
6

13.5
38

8.9
43

9.7
176

8.8
67

11.3
78

9.9
9

7.9
53

10.1
28

17.6
45

8.3
23

6.1
24

11.7
37

13.0
45

10.1
43

1.7

2.6
13

1.0
13

1.5
21

4.5
6

1.3
29

1.0
2

1.3
1

2.2
6

3.4
16

1.6
30

1.6
12

1.2
8

6.0
5

1.7
11

1.9
5

0.4
1

2.3
6

1.0
4

1.9
6

1.2
4

2.2
9

2.1

1.53
8

2.33
30

1.86
25

4.55
6

1.8
41

1.9
4

1.3
1

2.5
7

3.5
17

2.3
42

1.7
13

1.5
10

7.3
6

2.2
15

1.5
4

1.2
3

1.8
5

1.5
6

1.6
5

2.6
9

1.7
7

24.9

22.9
120

23.5
304

26.0
351

35.7
47

23.5
532

22.5
49

38.2
29

28.7
81

27.6
134

23.0
414

23.9
183

29.5
203

39.7
35

28.9
195

30.8
85

22.6
58

24.2
67

26.8
107

27.8
89

29.6
102

25.6
108

7.7

4.7
24

7.5
97

8.3
112

15.9
21

7.8
176

5.7
12

10.7
8

6.5
18

8.0
39

6.9
124

8.4
64

8.6
59

13.4
12

9.2
62

8.8
24

7.5
19

8.2
23

7.9
32

8.2
26

11.2
38

7.6
32

Number of users
Interrelated Products
Dessert
Number of users
Diet sodas
Number of users
Sports drinks
Number of users
Cordials, liqueurs or other after-dinner drinks
Number of users
Chocolate bars
Number of users
Premium icecream
Number of users
a

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
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
b
c

Table 2A

EMPLOYMENT STATUS OF SPOUSES OF MARRIED RESPONDENTS

Female Respondents
a
Spouse's Work Level
% Total
Sample
1
2
3
4
Number in Sample
795
36
210

Purchased items for home at discount retailer

25.9

1
5

Male Respondents
a
Spouse's Work Level
2
3
571
144
171

4
228

31.4

20.0

22.1

20.0

24.3

25.4

18.5

23.2

250

46

139

37

32

53

18.6

12.2
97

13.9
5

22.8
48

40.0
2

15.2
87

16.0
23

32.2
55

25.1
57

9.9

12.3
98

5.6
2

6.0
13

60.0
3

9.6
55

7.9
11

8.6
15

9.6
22

1.7

0.9
7

0.0
0

0.5
1

0.0
0

2.3
13

1.4
2

0.6
1

1.8
4

2.1

2.2
17

2.8
1

1.4
3

20.0
1

1.8
10

2.8
4

1.2
2

0.4
1

24.9

22.3
177

32.4
12

20.9
44

60.0
3

23.8
136

27.1
39

25.0
43

25.0
57

7.7

7.5
60

5.6
2

7.0
15

0.0
0

8.7
50

6.4
9

7.2
12

9.9
23

Number of user
Interrelated Products
Dessert
Number of user
Diet sodas
Number of user
Sports drinks
Number of user
Cordials, liqueurs or other after-dinner drinks
Number of user
Chocolate bars
Number of user
Premium icecream
Number of user
a

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
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
b
c

Table 3A

INCOME, EDUCATION, AND TECH SAVVY

1
% Total
Sample

Number in Sample
Purchased items for home at discount retailer

Household Income
4
5
In Thousands
30-40
40-50
50-60
335
333
325
24.9
31.6
29.7
3

<20
526
24.8

20-30
359
27.0

130

97

83

105

18.6

22.6
119

23.7
85

19.0
64

9.9

8.2
43

8.4
30

1.7

3.2
17

2.8
10

25.9

Number of user

Education
1,2,3
No
>100
Degree
477
197
19.4
25.6
8

4
HS
Degree
747
24.3

5
Some
College
1102
29.3

6
7
College Graduate
Degree
School
630
417
24.9
20.6

Tech Savvya
(Perceived)
1,2
3,4
Low
Medium
1078
1511
23.0
28.2

5,6
High
690
26.2

60-70
279
27.2

70-100
522
27.5

97

76

144

93

50

182

323

157

86

248

426

181

19.0
63

16.1
52

14.4
40

16.2
84

15.2
72

24.9
49

18.4
137

17.4
192

19.1
120

18.9
79

20.1
216

17.5
264

19.3
133

9.9
33

9.8
32

13.1
43

11.0
31

9.8
51

10.8
52

4.8
9

10.4
78

10.0
110

9.4
59

11.4
47

9.4
101

9.4
141

11.4
79

1.8
6

1.5
5

0.9
3

0.0
0

1.8
9

0.2
1

4.8
9

1.6
12

2.1
23

0.2
1

0.5
2

1.0
10

1.8
28

2.4
16

Interrelated Products
Dessert
Number of user
Diet sodas
Number of user
Sports drinks
Number of user

Cordials, liqueurs or other after-dinner drinks

Number of user
Chocolate bars

2.1

2.5
13

1.7
6

2.7
9

2.7
9

1.2
4

2.5
7

1.4
7

2.7
13

3.1
6

2.0
15

1.7
19

1.4
9

2.9
12

1.0
11

2.3
34

3.4
23

24.9

31.5
165

25.5
92

28.8
96

25.1
84

24.6
80

24.5
68

22.4
117

20.6
98

30.2
59

28.0
209

24.3
268

21.3
134

21.4
89

24.3
262

25.1
379

25.0
173

7.7

8.8
46

5.1
18

7.3
24

9.5
32

5.4
17

6.6
18

9.6
50

8.5
40

10.6
21

7.3
54

8.2
90

6.4
41

8.0
33

7.4
79

7.4
112

8.7
60

Number of user
Premium icecream
Number of user
a

level of agreement with "I consider myself tech savvy." 1,2 = definitely/generally disagree; 3,4 = moderately disagree/agree; 5,6 = generally/definitely agree
Cell values are the percent of respondents to the question who answered 12 or more times per year: codes 5, 6, and 7
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
b
c

Table 4A OCCUPATION
% Total
Sample
Number in Sample
Purchased items for home at discount retailer

Occupationa
4
5
202
160
32.5
28.0

219
29.8

130
28.5

26
19.2

242
35.7

10
923
22.3

45

65

37

86

206

21.5
43

19.0
30

14.8
32

15.4
20

19.2
5

13.5
33

25.0
231

8.8
24

8.0
16

9.0
14

11.1
24

10.9
14

8.0
2

10.9
26

8.7
80

1.1
4

0.0
0

0.5
1

2.6
4

3.8
8

1.6
2

3.9
1

1.7
4

1.8
16

2.0
10

2.7
10

3.0
8

2.0
4

0.6
1

1.4
3

0.8
1

0.0
0

1.2
3

1.9
17

24.9

20.7
106

20.9
77

27.1
73

24.8
50

23.5
38

33.8
74

20.3
26

15.4
4

28.5
69

24.5
226

7.7

8.5
43

8.0
29

8.0
21

6.0
12

9.0
14

9.3
20

7.1
9

7.7
2

5.1
12

7.3
68

512
24.7

368
26.2

269
26.7

126

96

72

66

18.6

16.9
87

14.3
53

14.8
40

9.9

10.9
56

11.6
43

1.7

1.0
5

2.1

25.9

Number of user

Interrelated Products
Dessert
Number of user
Diet sodas
Number of user
Sports drinks
Number of user
Cordials, liqueurs or other after-dinner drinks
Number of user
Chocolate bars
Number of user
Premium icecream
Number of user
a

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
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
b

Table 5A ETHNIC SUBCULTURE, AGE, AND COGNITIVE AGE

Cognitive Age
% Total
Sample
Number in Sample
Purchased items for home at discount retailer

25.9

White
2549

Ethnic Subculture
Black
Hispanic
317
310

Other
169

18-24
163

25-34
654

Age
35-44
45-54
739
707

55-64
485

>64
597

(Feel a lot younger than age)a

1,2
3,4
5,6
526
1261
1529

25.2

29.0

28.1

25.9

45.0

36.8

28.8

21.7

21.0

14.0

30.0

25.8

24.7

642

92

87

44

73

241

213

153

102

84

158

325

378

18.6

19.0
485

18.8
60

18.4
57

12.1
20

19.3
31

15.9
104

14.5
107

14.5
103

19.2
93

30.7
183

20.4
107

16.3
206

19.8
303

9.9

11.0
280

4.3
14

7.4
23

7.2
12

7.0
11

8.7
57

12.2
90

12.2
86

12.1
59

4.4
26

11.9
63

9.9
124

9.1
140

1.7

1.2
30

2.9
9

3.4
11

3.6
6

1.9
3

2.3
15

2.4
18

1.3
9

1.7
8

0.4
2

1.6
8

1.4
17

1.9
30

2.1

1.8
45

2.9
9

2.6
8

5.4
9

5.0
8

2.0
13

2.2
16

2.6
18

1.7
8

1.4
8

1.9
10

1.7
21

2.5
38

24.9

23.4
596

27.2
86

32.7
101

29.9
51

30.4
50

28.3
185

27.8
205

22.2
157

21.5
104

22.3
133

29.4
155

24.9
314

23.5
359

7.7

5.8
148

15.2
48

12.5
39

14.8
25

11.1
18

6.7
44

8.6
63

8.3
59

6.7
33

7.1
42

8.4
44

7.0
88

8.0
123

Number of user
Interrelated Products
Dessert
Number of user
Diet sodas
Number of user
Sports drinks
Number of user
Cordials, liqueurs or other after-dinner drinks
Number of user
Chocolate bars
Number of user
Premium icecream
Number of user

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
Cell values are the percent of respondents to the question who answered 12 or more times per year: codes 5, 6, and 7
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
b
c

Table 6A GENDER AND GEOGRAPHIC REGION

160

479

537

Geographic Regiona
5
6
257
638
227

336

225

486

23.7

27.8

19.4

19.8

22.0

35.4

27.2

33.2

36.1

28.1

20.0

376

488

31

95

118

91

174

75

121

63

97

18.6

20.0
318

17.3
304

21.0
34

19.8
95

15.5
83

18.4
47

18.8
120

20.9
47

19.3
65

16.1
36

19.3
94

9.9

9.2
146

10.5
184

9.5
15

6.9
33

12.3
66

17.7
45

10.0
64

9.5
22

10.4
35

7.3
16

6.8
33

1.7

2.1
34

1.2
21

1.9
3

0.9
4

0.6
3

0.4
1

1.8
11

2.7
6

3.3
11

2.7
6

1.9
9

2.1

2.2
35

2.1
36

5.6
9

2.5
12

1.1
6

0.8
2

2.2
14

0.9
2

2.4
8

1.3
3

3.1
15

24.9

26.3
417

23.8
417

17.4
28

26.4
127

27.5
148

21.3
55

22.0
141

30.9
70

28.2
95

26.8
60

22.8
111

7.7

8.3
132

7.2
127

7.0
11

10.4
50

4.0
21

4.0
10

8.2
52

8.1
18

7.6
25

5.3
12

12.1
59

% Total
Sample
Number in Sample
Purchased items for home at discount retailer

25.9

Number of user

Gender
Male
Female
1588
1757

Interrelated Products
Dessert
Number of user
Diet sodas
Number of user
Sports drinks
Number of user
Cordials, liqueurs or other after-dinner drinks
Number of user
Chocolate bars
Number of user
Premium icecream
Number of user

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
Cell values are the percent of respondents to the question who answered 12 or more times per year: codes 5, 6, and 7
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
b
c

Table 7A IDEAL SELF-CONCEPT

% Total
Sample
Number in Sample

Ideal Self-Concepta
Adventurous Affectionate Ambitious Assertive Careful Competitive Easy-going Independent Masculine
1478
2359
1999
1706
1866
1279
2196
2395
893

Sensitive Tolerant Traditional

2150
1966
1481

Youthful
1302

Purchased items for home at discount retailer

Number of user

25.9

27.5
406

26.7
630

27.0
540

27.0
461

25.8
481

25.1
321

27.7
608

26.3
630

23.1
206

26.2
563

26.7
525

25.8
382

28.9
376

Dessert

18.6

16.5
244

18.3
433

18.2
364

17.2
294

19.2
358

19.3
247

18.3
402

17.9
428

17.7
158

19.3
415

19.1
375

18.8
279

18.9
246

9.9

9.4
139

10.4
245

9.9
198

10.0
171

8.9
167

10.0
127

10.0
220

10.0
240

8.3
74

9.9
213

10.8
212

9.5
141

10.3
134

1.7

1.9
27

1.2
29

1.4
29

1.7
29

1.5
29

2.1
27

1.7
37

1.6
38

2.0
18

1.6
35

1.8
35

1.9
28

2.3
30

2.1

2.8
41

2.0
48

2.3
46

2.4
41

2.5
46

2.9
37

2.2
47

2.2
52

2.0
18

1.9
41

2.3
45

2.2
33

3.0
39

24.9

25.4
375

24.6
580

24.9
498

23.3
397

25.9
483

27.3
349

25.3
556

25.0
599

23.8
212

25.0
538

25.1
492

25.4
377

26.6
347

7.7

8.7
128

7.8
184

8.0
160

8.0
137

8.6
161

9.1
117

8.1
177

7.6
183

7.5
67

7.9
170

7.9
156

7.9
116

8.7
113

Number of user
Diet sodas
Number of user
Sports drinks
Number of user
Cordials, liqueurs or other after-dinner drinks
Number of user
Chocolate bars
Number of user
Premium icecream
Number of user
a

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
Cell values are the percent of respondents to the question who answered 12 or more times per year: codes 5, 6, and 7
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
b
c

Table 1A

HOUSEHOLDS
% Total
Sample

Number in Sample

Sports drinks
no of users

Household Size
2
3-5
1294
1351

523

1.7

2.6
13
M

1.0
13
M

1.5
21
H

inter-relation
GENERAL BEHAVIORS - HEAVIER USERb
Read books/articles about health

29.9

27.6
144.1

33.1
428.6

27.9
376.7

6.7

6.6
34.5

6.8
88.1

6.5
87.8

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store

32.1

25.3
132.5

29.3
378.5

36.5
492.7

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports

45.7

43.0
225.0

48.5
626.9

44.7
604.0

25.2
132.0

26.8
347.1

26.4
356.3

27.8
145.6

28.4
367.2

27.5
372.1

11.4
59.7

14.2
183.7

10.9
147.8

29.3
153.4

34.9
451.5

32.9
444.3

35.5
185.7

33.8
437.5

36.1
487.3

Jogged

BRANDS, INNOVATORS, AND OPINION LEADERSHIPb

I try to stick to well-known brand names

MOTIVATION, PERSONALITY, AND EXTENDED SELFb

Want to look a little different from others

Brands I buy area reflection of who I am

INFORMATION SEARCH AND DECISION MAKINGb
Nutritional information on label influences what I buy

SHOPPING AND LOYALTYb

Stick with favorite brand even if something else is on sale

Table 2A

EMPLOYMENT STATUS OF SPOUSES OF MARRIED RESPONDENTS

% Total

Female Respondents
Spouse's Work Levela

Number in Sample

Sample

795

36

210

29.9

38.1
303.0

45.7
16.5

32.0
67.2

Jogged

6.7

5.2
41.3

2.9
1.0

1.9
4.0

CONSUMPTION - HEAVIER USERc

Sports drinks

1.7

0.9
7.2

0.0
0.0

0.5
1.0

GENERAL BEHAVIORS - HEAVIER USERb

Read books/articles about health

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store

32.1

29.8
237

13.9
5

14.1
30

Sports

45.7

34.7
276.0

36.1
13.0

45.7
96.0

BRANDS, INNOVATORS, AND OPINION LEADERSHIPb

I try to stick to well-known brand names

25.2

20.1
159.8

33.3
12.0

33.3
70.0

MOTIVATION, PERSONALITY, AND EXTENDED SELFb

Want to look a little different from others

27.8

26.5
210.4

27.8
10.0

20.7
43.4

Brands I buy area reflection of who I am

11.4

11.8
93.4

9.3
3.4

19.4
40.8

Nutritional information on label influences what I buy

29.3

31.5
250.1

58.3
21.0

39.9
83.8

SHOPPING AND LOYALTYb

Stick with favorite brand even if something else is on sale

35.5

33.5
266.0

31.4
11.3

38.2
80.2

TYPES OF TV SHOWS WATCHED REGULARLYe

INFORMATION SEARCH AND DECISION MAKINGb

Table 3A

INCOME, EDUCATION, AND TECH SAVVY

Household Income
1
2
% Total In Thousands

Sample

<20
526

20-30
359

29.9

22.9
120.2

24.7
88.5

Jogged

6.7

5.4
28.3

4.8
17.2

CONSUMPTION - HEAVIER USERc

Sports drinks

1.7

3.2
16.6

2.8
10.1

Number in Sample
GENERAL BEHAVIORS - HEAVIER USERb
Read books/articles about health

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store

32.1

29.8
156.7

29.2
104.8

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports

45.7

37.1
195.0

43.2
155.0

BRANDS, INNOVATORS, AND OPINION LEADERSHIPb

I try to stick to well-known brand names

25.2

28.4
149.6

23.7
85.0

MOTIVATION, PERSONALITY, AND EXTENDED SELFb

Want to look a little different from others

27.8

32.7
171.9

32.1
115.3

Brands I buy area reflection of who I am

11.4

14.0
73.7

11.4
40.8

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences what I buy

29.3

30.4
160.1

28.1
101.0

SHOPPING AND LOYALTYb

Stick with favorite brand even if something else is on sale

35.5

35.4
185.9

31.6
113.4

Table 4A

OCCUPATION
% Total
Sample

Number in Sample
GENERAL BEHAVIORS - HEAVIER USERb
Read books/articles about health

29.9

512

368

40.9
209.5

32.0
117.6

Jogged

6.7

8.5
43.6

9.3
34.3

CONSUMPTION - HEAVIER USERc

Sports drinks

1.7

1.0
5.0

1.1
4.1

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store

32.1

30.7
157.2

31.5
116.0

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports

45.7

45.3
232.0

54.1
199.0

BRANDS, INNOVATORS, AND OPINION LEADERSHIPb

I try to stick to well-known brand names

25.2

19.4
99.2

22.0
80.9

MOTIVATION, PERSONALITY, AND EXTENDED SELFb

Want to look a little different from others

27.8

23.3
119.4

27.6
101.6

Brands I buy area reflection of who I am

11.4

10.9
55.6

9.8
36.2

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences what I buy

29.3

32.0
163.9

26.7
98.3

SHOPPING AND LOYALTYb

Stick with favorite brand even if something else is on sale

35.5

31.3
160.3

34.4
126.4

Table 5A

ETHNIC SUBCULTURE, AGE, AND COGNITIVE AGE

Number in Sample

GENERAL BEHAVIORS - HEAVIER USERb

Read books/articles about health

% Total
Ethnic Subculture
Sample
White
Black
2549
317

29.9

31.0
789.2

25.4
80.5

Jogged

6.7

6.2
158.0

6.8
21.4

CONSUMPTION - HEAVIER USERc

Sports drinks

1.7

1.2
29.6

2.9
9.3

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store

32.1

31.8
811.1

34.1
108.1

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports

45.7

46.5
1184.0

47.6
151.0

BRANDS, INNOVATORS, AND OPINION LEADERSHIPb

I try to stick to well-known brand names

25.2

23.6
600.5

37.1
117.5

MOTIVATION, PERSONALITY, AND EXTENDED SELFb

Want to look a little different from others

27.8

23.2
592.1

52.6
166.6

Brands I buy area reflection of who I am

11.4

9.7
248.3

19.1
60.6

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences what I buy

29.3

28.6
727.7

33.6
106.4

SHOPPING AND LOYALTYb

Stick with favorite brand even if something else is on sale

35.5

33.8
862.3

49.3
156.4

Table 6A

GENDER AND GEOGRAPHIC REGION

% Total
Sample

Number in Sample

GENERAL BEHAVIORS - HEAVIER USERb

Read books/articles about health

Jogged

CONSUMPTION - HEAVIER USER

Gender
Male
Female
1588
1757

29.9

23.7
376.2

35.6
624.8

6.7

8.2
130.9

5.2
92.1

Sports drinks

1.7

2.1
33.8
H

SHOPPING ACTIVITIES - HEAVIER USER

Shopped at a convenience store

1.2
21.4
L

32.1

38.3
608.5

26.5
464.7

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports

45.7

57.8
917.1

34.9
613.0

BRANDS, INNOVATORS, AND OPINION LEADERSHIPb

I try to stick to well-known brand names

25.2

26.5
420.7

24.1
423.6

MOTIVATION, PERSONALITY, AND EXTENDED SELFb

Want to look a little different from others

27.8

25.1
398.0

30.4
533.2

Brands I buy area reflection of who I am

11.4

11.8
186.6

11.1
195.6

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences what I buy

29.3

24.5
389.2

33.7
591.8

SHOPPING AND LOYALTYb

Stick with favorite brand even if something else is on sale

35.5

35.9
570.1

35.1
617.2

Table 7A

IDEAL SELF-CONCEPT
% Total
Sample AdventurousAffectionate
1478
2359

Number in Sample
GENERAL BEHAVIORS - HEAVIER USERb
Read books/articles about health

Jogged

29.9

34.3
506.2

32.7
771.9

6.7

8.8
130.4

6.6
156.6

1.7

1.9
27.5

1.2
28.5

CONSUMPTION - HEAVIER USER

Sports drinks

L
SHOPPING ACTIVITIES - HEAVIER USERb
Shopped at a convenience store

32.1

M
36.1
533.0

31.8
750.2

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports

45.7

46.0
680.0

43.8
1033.9

BRANDS, INNOVATORS, AND OPINION LEADERSHIPb

I try to stick to well-known brand names

25.2

26.6
393.0

26.0
613.8

MOTIVATION, PERSONALITY, AND EXTENDED SELFb

Want to look a little different from others

27.8

33.9
500.7

29.5
696.6

Brands I buy area reflection of who I am

11.4

13.1
193.0

11.5
271.5

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences what I buy

29.3

30.5
450.2

32.0
755.6

SHOPPING AND LOYALTYb

Stick with favorite brand even if something else is on sale

35.5

36.8
544.2

36.4
858.9

Marital Statusa
2
3
216
77

hold Size

espondents
Work Levela

6+
133

1
2262

4.5
6

1.3
29

1.0
2
L

1.3
1
L

4
283

5
484

0
1805

2.2
6

3.4
16

1.6
30

Children at Home
1
2-3
765
687

1.6
12
M

Yo
4+
88

1.2
8
L

6.0
5
L

27.5
36.5

30.4
686.7

25.2
54.5

24.0
18.5

32.7
92.6

28.3
137.0

31.4
566.8

27.9
213.7

28.0
192.6

31.3
27.6

7.6
10.1

6.2
140.5

2.4
5.1

1.3
1.0

8.6
24.3

10.2
49.4

7.0
126.2

4.9
37.6

7.1
48.4

12.1
10.6

41.2
54.8

31.6
715.0

12.9
27.9

40.0
30.8

36.3
102.8

38.6
186.9

27.7
500.0

37.3
285.2

36.9
253.3

40.0
35.2

47.4
63.0

48.0
1085.1

35.7
77.0

40.3
31.0

39.2
111.0

45.5
220.0

47.2
852.0

42.1
322.0

45.7
314.0

47.7
42.0

23.3
31.0

23.5
531.1

24.8
53.5

30.2
23.3

30.3
85.6

22.4
108.5

26.0
470.0

26.7
204.1

24.3
167.0

21.3
18.7

27.6
36.7

27.3
616.8

24.1
52.0

28.2
21.7

40.0
113.2

36.5
176.8

38.0
685.4

27.1
207.5

30.3
208.4

26.4
23.3

10.4
13.9

10.7
241.8

10.3
22.2

16.6
12.8

14.3
40.4

11.0
53.4

13.5
244.4

12.5
95.2

9.8
67.3

10.3
9.1

23.6
31.3

26.7
604.4

28.4
61.4

40.0
30.8

36.4
102.9

28.6
138.3

27.7
500.2

33.6
257.1

24.0
164.7

23.2
20.4

35.7
47.5

27.9
631.3

35.0
75.5

41.0
31.6

43.8
124.1

37.7
182.4

32.8
591.3

35.6
272.6

38.4
263.7

31.7
27.9

Male Respondents
Spouse's Work Levela

571

144

171

228

60.0
3.0

25.0
142.5

19.0
27.4

24.6
42.0

25.5
58.0

0.0
0.0

7.7
43.7

8.4
12.1

6.0
10.2

6.6
15.1

0.0
0.0

2.3
13.3

1.4
2.0

0.6
1.0

1.8
4.1

40.0
2

41.1
235

34.8
50

25.2
43

33.3
76

40.0
2.0

60.1
343.0

56.9
82.0

56.7
97.0

57.9
132.0

0.0
0.0

27.6
157.4

23.9
34.5

27.1
46.3

25.3
57.8

20.0
1.0

24.8
141.5

20.8
30.0

18.8
32.2

18.7
42.6

20.0
1.0

10.7
60.9

9.2
13.3

8.9
15.3

8.9
20.3

20.0
1.0

23.5
134.2

14.9
21.4

28.7
49.1

23.1
52.7

0.0
0.0

37.6
214.5

31.3
45.0

37.3
63.7

34.5
78.7

Education
1,2,3
No

4
HS

5
Some

6
College

30-40
335

40-50
333

50-60
325

60-70
279

70-100
522

>100
477

Degree
197

Degree
747

College
1102

Degree
630

26.8
89.7

28.6
95.1

27.3
88.6

37.2
103.9

33.7
175.7

39.1
186.4

13.8
27.1

24.1
180.1

29.7
327.4

36.7
231.0

3.9
13.2

3.6
12.1

6.2
20.2

6.9
19.2

8.7
45.4

12.1
57.7

5.2
10.1

2.7
20.3

4.8
52.7

8.8
55.4

1.8
6.1

1.5
5.1

0.9
3.0

0.0
0.0

1.8
9.2

0.2
1.0

4.8
9.4

1.6
12.2

2.1
22.6

0.2
1.0

33.6
112.7

37.3
124.2

37.2
120.7

33.8
94.4

31.1
162.2

32.2
153.6

29.2
57.5

33.8
252.8

33.6
370.1

25.3
159.3

43.0
144.0

42.6
142.0

54.5
177.0

48.4
135.0

47.7
249.0

55.4
264.0

34.5
68.0

44.7
334.0

43.7
481.0

48.3
304.0

23.9
80.2

24.8
82.5

22.7
73.9

21.4
59.7

25.3
132.0

25.5
121.8

31.0
61.0

29.2
218.0

23.8
262.1

23.3
146.7

29.9
100.3

28.3
94.3

25.1
81.5

25.6
71.5

27.7
144.5

20.9
99.6

26.9
53.0

28.8
215.1

30.5
336.3

23.8
150.0

9.4
31.6

9.1
30.2

12.4
40.2

7.3
20.2

11.2
58.7

13.8
65.7

10.4
20.4

11.2
83.7

10.6
117.3

11.2
70.4

24.3
81.5

24.1
80.3

25.9
84.0

27.4
76.6

31.6
164.9

31.1
148.3

29.9
58.9

26.2
195.4

29.4
324.2

29.9
188.2

37.6
126.0

32.4
107.9

35.0
113.8

35.9
100.2

35.1
183.3

37.7
179.6

41.7
82.1

40.3
300.7

37.4
412.5

27.7
174.3

Occupationa
5
6
160
219

3
269

202

32.8
88.3

32.2
65.0

27.4
43.8

17.1
37.5

10

130

26

242

923

22.5
29.2

23.1
6.0

24.4
59.0

30.4
280.7

5.3
14.1

13.0
26.3

3.8
6.1

4.7
10.2

7.0
9.1

3.9
1.0

7.5
18.2

3.8
35.4

0.0
0.0

0.5
1.0

2.6
4.1

3.8
8.3

1.6
2.0

3.9
1.0

1.7
4.1

1.8
16.4

32.1
86.3

41.2
83.2

42.8
68.4

50.2
110.0

28.7
37.3

50.0
13.0

40.8
98.8

20.8
192.3

38.7
104.0

50.5
102.0

51.3
82.0

57.1
125.0

47.7
62.0

46.2
12.0

45.5
110.0

41.3
381.0

25.0
67.3

29.2
59.0

23.3
37.2

28.3
62.0

25.2
32.8

20.0
5.2

22.5
54.5

28.7
265.2

30.9
83.0

31.3
63.3

30.6
48.9

31.0
67.9

27.9
36.3

19.2
5.0

29.2
70.6

25.3
233.2

11.2
30.2

17.1
34.5

13.5
21.5

9.4
20.7

9.3
12.1

11.5
3.0

12.2
29.6

11.1
102.5

29.6
79.6

32.5
65.7

19.0
30.4

18.8
41.1

27.9
36.3

7.7
2.0

21.0
50.8

36.2
333.8

34.1
91.8

37.2
75.1

39.5
63.2

44.9
98.4

29.1
37.9

42.3
11.0

35.2
85.1

36.1
333.1

Cognitive Age

Hispanic
310

Other
169

Age
18-24
163

25-34
654

35-44
739

45-54
707

55-64
485

23.9
74.2

33.3
56.3

27.3
44.5

27.7
181.0

28.7
212.3

31.8
224.8

33.3
161.7

(Feel a lot
younger
than age)a
>64
1,2
597
526

29.6
176.4

23.3
122.6

3,4
1261

28.5
359.4

8.8
27.2

9.6
16.2

16.8
27.3

9.4
61.5

7.4
54.6

5.8
40.7

4.1
20.1

3.1
18.3

3.9
20.3

5.7
71.8

3.4
10.5

3.6
6.1

1.9
3.0

2.3
15.1

2.4
17.5

1.3
9.2

1.7
8.2

0.4
2.1

1.6
8.2

1.4
17.4

36.5
113.1

24.7
41.7

51.6
84.0

40.5
265.1

38.2
282.4

33.5
237.0

25.5
123.8

13.1
78.1

38.3
201.2

33.0
416.3

38.4
119.0

45.0
76.0

47.2
77.0

43.3
283.0

46.3
342.0

46.4
328.0

43.3
210.0

48.6
290.0

40.3
212.0

48.0
605.0

24.1
74.7

30.5
51.6

22.2
36.2

21.6
141.3

27.0
199.6

20.7
146.4

25.6
124.1

33.1
197.3

23.1
121.4

19.2
241.7

38.3
118.7

32.5
55.0

41.7
68.0

32.7
213.7

29.4
217.0

26.9
189.8

24.8
120.2

20.4
121.8

27.7
145.5

19.4
244.1

15.8
49.1

14.4
24.3

7.4
12.1

11.9
77.7

11.8
87.2

9.6
67.8

10.5
50.8

14.5
86.7

8.6
45.4

7.2
91.0

29.7
92.2

32.3
54.7

26.3
42.8

21.5
140.9

25.7
189.8

26.9
189.8

36.1
175.2

40.8
243.7

22.7
119.1

23.4
295.6

34.5
106.9

36.8
62.1

26.6
43.4

34.2
223.9

37.2
274.7

34.7
245.3

36.7
177.8

37.3
222.7

33.3
175.0

31.7
399.7

Geographic Regiona
4
5
6
257
638
227

160

479

537

35.0
56.0

31.4
150.5

31.0
166.5

34.1
87.7

30.9
197.1

7.6
12.1

5.3
25.4

5.5
29.5

5.9
15.1

5.4
34.4

336

225

486

27.2
61.8

23.4
78.6

24.1
54.2

30.4
147.9

7.5
17.1

7.9
26.4

5.4
12.2

10.4
50.6

1.9
3.0
L

0.9
4.1
L

0.6
3.1
L

0.4
1.0
L

1.8
11.3
H

2.7
6.1
M

3.3
11.2
H

2.7
6.1
M

1.9
9.3
M

30.8
49.2

32.6
155.9

26.9
144.6

39.7
102.0

33.8
215.4

36.9
83.9

41.1
138.1

27.9
62.7

25.2
122.3

43.1
69.0

48.0
230.0

47.7
256.0

52.9
136.0

42.6
272.0

48.0
109.0

42.3
142.0

41.8
94.0

45.7
222.0

23.9
38.2

28.5
136.4

25.2
135.5

22.7
58.2

25.4
161.8

29.0
65.9

27.9
93.8

19.7
44.4

22.7
110.1

22.2
35.4

27.9
133.8

26.5
142.3

22.2
57.0

26.3
167.9

30.4
69.0

30.8
103.6

31.5
70.9

31.1
151.2

13.3
21.3

13.7
65.7

8.4
45.3

6.8
17.3

12.1
77.1

13.8
31.3

13.3
44.8

9.6
21.5

11.9
57.8

34.0
54.3

28.8
138.1

24.7
132.7

25.6
65.8

31.3
199.8

31.3
70.9

29.3
98.5

29.7
66.8

31.7
154.2

34.6
55.3

36.3
174.0

34.6
185.9

30.4
78.2

37.9
241.7

43.7
99.2

40.3
135.2

30.7
69.0

30.7
149.2

Ambitious Assertive
1999
1706

Ideal Self-Concepta
Careful CompetitiveEasy-goingIndependentMasculine Sensitive Tolerant Traditional
1866
1279
2196
2395
893
2150
1966
1481

33.6
671.1

34.9
595.1

31.0
577.9

30.2
386.5

30.2
664.1

30.8
736.9

23.8
212.4

32.2
692.9

34.5
677.7

31.6
467.4

7.6
151.5

7.5
127.8

6.2
116.3

8.1
104.1

6.5
143.4

6.8
163.8

9.9
88.2

6.5
139.1

7.1
139.2

6.2
92.0

1.4
28.6

1.7
28.7

1.5
28.5

2.1
26.6

1.7
36.7

1.6
37.8

2.0
18.2

1.6
34.6

1.8
34.6

1.9
27.5

M
34.0
679.5

M
34.1
581.9

L
31.7
591.0

H
36.2
463.0

H
33.8
742.2

L
33.7
807.6

H
41.9
374.4

H
31.5
676.2

M
32.8
645.4

30.3
448.7

46.4
926.9

45.8
782.0

44.7
833.9

55.9
715.0

45.4
996.1

45.5
1089.0

62.5
558.0

44.2
950.9

44.2
869.0

44.4
658.0

27.1
541.7

27.1
462.2

28.5
532.2

29.8
380.5

25.3
556.2

25.6
613.4

29.0
258.7

27.5
591.0

25.0
490.5

28.8
427.0

30.4
606.7

32.1
548.1

30.6
570.8

32.8
419.6

29.5
647.4

29.7
712.3

27.5
245.1

29.2
628.2

30.5
599.6

28.3
419.3

12.6
251.7

13.0
222.0

12.8
239.6

15.6
199.9

11.2
245.7

12.0
287.2

12.4
111.1

12.4
267.0

11.8
232.2

14.0
206.7

31.9
637.9

33.7
575.4

33.7
629.4

31.7
405.8

30.7
674.2

31.4
752.3

25.7
229.3

33.0
710.4

32.8
645.6

32.0
474.5

37.4
746.6

37.0
630.9

37.1
692.1

38.3
489.6

37.0
813.2

36.0
862.9

36.5
325.9

36.9
793.4

35.0
688.9

38.0
562.3

Youngest Child at Home

0 to 5
6 to 11
12 to 17
18+
675
275
258
277

1.7
11
H

1.9
5
M

0.4
1
L

Oldest Child at Home

0 to 5
6 to 11
12 to 17
399
321
344

2.3
6
M

1.0
4
L

1.9
6
M

18+
421

1.2
4
L

2.2
9
H

28.1
189.7

29.9
82.2

22.9
59.1

31.5
87.3

28.8
115.0

29.3
94.1

24.0
82.4

30.1
126.8

6.3
42.5

7.7
21.1

5.1
13.2

5.5
15.3

4.6
18.2

7.9
25.3

6.7
23.2

6.1
25.5

38.5
260.1

38.8
106.8

39.2
101.2

30.4
84.2

41.0
163.7

34.2
109.7

40.2
138.2

33.5
141.0

41.3
279.0

47.6
131.0

51.2
132.0

39.7
110.0

39.9
159.0

46.4
149.0

48.3
166.0

42.3
178.0

34.9
235.4

23.4
64.2

20.7
53.5

20.9
58.0

25.0
99.8

22.8
73.1

20.1
69.0

24.6
103.7

23.3
0.0

31.8
214.4

30.1
82.8

29.9
77.1

25.0
69.3

26.9
107.4

33.2
106.5

27.9
96.0

25.3
106.5

27.4
0.0

12.9
87.3

11.3
31.0

9.9
25.4

6.7
18.5

9.6
38.3

11.4
36.6

11.0
37.9

7.1
29.9

9.9
0.0

36.1
243.3

21.6
59.5

20.7
53.5

24.0
66.5

30.4
121.3

20.5
65.6

24.1
83.0

21.9
92.2

27.2
0.0

37.8
255.2

34.0
93.4

33.0
85.0

34.3
94.9

40.7
162.3

33.1
106.2

34.4
118.4

33.6
141.6

38.7
0.0

Tech Savvya
7
(Perceived)
Graduate
1,2
3,4

5,6

School
417

Low
Medium
1078
1511

High
690

43.5
181.4

29.2
314.9

29.9
451.2

31.3
215.8

13.1
54.5

3.8
41.4

8.1
122.7

8.2
56.7

0.5
2.0

1.0
10.2

1.8
27.7

2.4
16.2

27.3
113.6

29.6
319.2

49.2
205.0

40.5
436.1

20.3
84.8

25.9
279.6

22.0
91.7

28.0
302.1

11.5
48.0

10.3
110.7

34.7
144.8

28.9
311.4

29.5
123.0

39.2
422.5

M
33.5
505.7

34.8
240.2

47.3
713.9

50.3
347.0

23.0
347.1

29.2
201.3

25.1
378.5

34.1
235.4

9.8
148.4

16.5
114.0

27.9
421.1

32.6
225.0

33.6
507.1

33.6
232.0

Cognitive Age

5,6
1529

33.4
510.7

8.4
128.7

1.9
29.7
H
29.7
453.5

45.6
697.1

30.5
466.2

35.1
535.9
15.7
239.3

36.2
553.2

39.2
598.8

Youthful
1302

34.9
454.0
9.8
127.2

2.3
29.7
M
34.7
451.4

43.6
568.1

28.8
375.4

36.3
472.9
15.1
197.0

32.5
423.3

39.2
509.7

Table 1A HOUSEHOLDS
% Total
Sample

Household Size
1
2
3-5
523
1294
1351

Number in Sample
Diet Sodas
No. of users

9.9

9.1
47
L

9.9
128
H

9.9
134
H

6+
133

1
2262

13.0
17

10.0
227

Marital Statusa
2
3
216
77
6.2
13
L

8.2
6
L

inter-relation
GENERAL BEHAVIORS - HEAVIER USERb
Read books/articles about health
29.9

27.6
144
M

Went on weight reducing diet

2.7

H
2.4
12

M
Jogged

6.7

2.7
35

6.6
34

1.7

2.5
34

6.8
88

2.6
13

5.4
7

6.5
88

1.0
13

2.7
61

7.6
10

1.5
21

4.3
9

6.2
140

4.5
6

0.0
0
L

2.4
5
L

1.3
29
H

24.0
18
L

25.2
55
L

30.4
687
H

27.5
37
L

27.9
377
H

M
CONSUMPTION - HEAVIER USERc
Sports drinks

33.1
429

1.3
1
L

1.0
2
L

1.3
1
L

SHOPPING ACTIVITIES - HEAVIER USER

Shopped at a convenience store
32.1

25.3
133

L
M
TYPES OF TV SHOWS WATCHED REGULARLYe
Sports
45.7
43.0
225
M
H
INFORMATION SEARCH AND DECISION MAKINGb
Nutritional information on label influences29.3
what I buy 34.9
182
M
H

Table 2A

29.3
378

36.5
493
M

48.5
627

41.2
55
L

44.7
604
H

32.9
426

H
47.4
63

L
23.6
318

31.6
715
L
48.0
1085
H

26.7
36
L

12.9
28
L
35.7
77
L

28.4
643
H

40.0
31

40.3
31
L

40.0
86
L

36.4
28
L

EMPLOYMENT STATUS OF SPOUSES OF MARRIED RESPONDENTS

% Total
Sample

Number in Sample
Diet sodas

9.9
H

GENERAL BEHAVIORS - HEAVIER USERb

Read books/articles about health
29.9

Female Respondents
Spouse's Work Levela
1
2
3
795
36
210
12.3
5.6
6.0
98
2
13
L
L
L
38.1
303

45.7
16

32.0
67

Male Respondents
Spouse's Work Levela
4
1
2
3
5
571
144
171
60.0
9.6
7.9
8.6
3
55
11
15
H
L
L
60.0
3

25.0
143

19.0
27

24.6
42

H
Jogged

6.7

5.2
41
H

CONSUMPTION - HEAVIER USERc

Sports drinks

L
2.9
1

1.7
H

0.0
0
L

36.1
13

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences29.3
what I buy 31.5
250
H
L

58.3
21

0.0
0

14.1
30

39.9
84

34.8
50

60.1
343

20.0
1

25.2
43
L

56.9
82
L

23.5
134
H

0.6
1
L

1.4
2

41.1
235

40.0
2

6.0
10
L

2.3
13

40.0
2

45.7
96

8.4
12
L

7.7
44
H

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports
45.7
34.7
276
H
L

Table 3A

0.5
1

13.9
5
L

0.0
0
L

29.8
237
H

1.9
4
L

0.9
7

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store
32.1

56.7
97
L

14.9
21
L

28.7
49
L

INCOME, EDUCATION, AND TECH SAVVY

Household Income
3
4
5
6
7
% Total
In Thousands
Sample
<20
20-30
30-40 40-50
50-60 60-70 70-100
526
359
335
333
325
279
522
9.9
8.2
8.4
9.9
9.8
13.1
11.0
9.8
43
30
33
32
43
31
51
M
L
L
L
M
L
H
1

Number in Sample
Diet sodas

GENERAL BEHAVIORS - HEAVIER USERb

Read books/articles about health
29.9

22.9
120
M

Jogged

6.7

L
5.4
28

CONSUMPTION - HEAVIER USERc

Sports drinks

1.7

4.8
17

3.2
17

3.9
13

2.8
10

3.6
12

1.8
6

6.2
20

1.5
5

6.9
19

0.9
3

8.7
45
H

0.0
0
L

37.2

33.7
176
H

37.3

37.2
104
M

33.6

27.3
89
L

29.2

28.6
95
L

29.8

26.8
90
L

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store
32.1

24.7
88

1.8
9
M

33.8

31.1

157
H

105
M

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports
45.7
37.1
195
M
M

43.2
155

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences29.3
what I buy 30.4
160
H
M

28.1
101

Table 4A

113

124
M

43.0
144
L

42.6
142
L

24.3
81
L

121
L

54.5
177
M

24.1
80
L

94
H

48.4
135
L

25.9
84
L

162

47.7
249
H

27.4
77
L

31.6
165
H

OCCUPATION
% Total
Sample

Number in Sample
Diet sodas

2
512
10.9
56

9.9
M

GENERAL BEHAVIORS - HEAVIER USERb

Read books/articles about health
29.9

40.9
210
H

Jogged

6.7

CONSUMPTION - HEAVIER USERc

Sports drinks

32.0
118

8.5
44

1.7

54.1
66

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences29.3
what I buy 32.0
164
M
L

26.7
98

38.7
47

29.6
80
L

42.8
68

50.5
62

3.8
8

1.6
2

50.2
110

28.7
37
L

57.1
70
H

19.0
30
L

51.3
63

32.5
66

7.0
9

4.7
10

2.6
4

41.2
83

22.5
29
L

3.8
6

0.5
1

32.1
86

17.1
38
L

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports
45.7
45.3
55
M
H

13.0
26

0.0
0

31.5
116

27.4
44
L

32.2
65

5.3
14

1.1
4

30.7
157
H

32.8
88

9.3
34

1.0
5

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store
32.1

3
269
8.8
24

368
11.6
43

Occupationa
4
5
6
7
202
160
219
130
8.0
9.0
11.1
10.9
16
14
24
14
L
L
L

47.7
58
M

18.8
41
L

27.9
36
L

Table 5A

ETHNIC SUBCULTURE, AGE, AND COGNITIVE AGE

% Total
Sample

Ethnic Subculture
Age
White
Black Hispanic Other
18-24 25-34 35-44
Number in Sample
2549
317
310
169
163
654
739
Diet Sodas
9.9
11.0
4.3
7.4
7.2
7.0
8.7
12.2
280
14
23
12
11
57
90
H
L
L
L
L
M
H
GENERAL BEHAVIORS - HEAVIER USERb
Read books/articles about health
29.9
31.0
25.4
23.9
33.3
27.3
27.7
28.7
789
81
74
56
45
181
212
H
L
L
L
L
M
H
Jogged

6.7

6.2
158
H

CONSUMPTION - HEAVIER USERc

Sports drinks

1.7

6.8
21
L

1.2
30
H

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store
32.1

2.9
9
L

31.8
811
H

3.4
11

34.1
108
L

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences29.3
what I buy 28.6
728
H
L

33.6
106

3.6
6

36.5
113

29.7
92

40.5
265

47.2
77

32.3
55

38.2
282
M

43.3
283
M

26.3
43
L

2.4
18
H

2.3
15

51.6
84

45.0
76

7.4
55
H

1.9
3

24.7
42

38.4
119

9.4
62
H

16.8
27
L

47.6
151

9.6
16
L

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports
45.7
46.5
1184
H
L

Table 6A

8.8
27

46.3
342
H

21.5
141
M

25.7
190
M

GENDER AND GEOGRAPHIC REGION

Geographic Regiona
Gender
Male
Female
1
2
3
4
5
1588
1757
160
479
537
257
638
9.9
9.2
10.5
9.5
6.9
12.3
17.7
10.0
146
184
15
33
66
45
64
L
H
L
M
H
M
H

% Total
Sample
Number in Sample
Diet sodas

GENERAL BEHAVIORS - HEAVIER USERb

Read books/articles about health
29.9

23.7
376

35.6
625

35.0
56

31.4
151

31.0
166

34.1
88

30.9
197

L
Jogged

6.7

H
8.2
131

H
CONSUMPTION - HEAVIER USERc
Sports drinks

1.7

5.2
92
L

2.1
34
H

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store
32.1

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences29.3
what I buy 24.5
389
L
H

33.7
592

43.1
69

34.0
54
L

39.7
102

47.7
256

28.8
138

33.8
215
H

52.9
136
M

24.7
133
M

1.8
11
H

0.4
1

26.9
145

48.0
230

5.4
34
M

5.9
15

0.6
3

32.6
156

5.5
30

0.9
4

30.8
49

34.9
613

5.3
25

1.9
3

26.5
465

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports
45.7
57.8
917
H
L

Table 7A

7.6
12

1.2
21

38.3
609

42.6
272
H

25.6
66
L

31.3
200
H

IDEAL SELF-CONCEPT

Number in Sample
Diet Sodas

Ideal Self-Concepta
% Total
Sample Adventurous
AffectionateAmbitiousAssertive CarefulCompetitive
Easy-going
1478
2359
1999
1706
1866
1279 2196
9.9
9.4
10.4
9.9
10.0
8.9
10.0
10.0
139
245
198
171
167
127
220
M
H
M
M
M
M
H

GENERAL BEHAVIORS - HEAVIER USERb

Read books/articles about health
29.9

34.3
506
M

Jogged

6.7

H
8.8
130

M
CONSUMPTION - HEAVIER USERc
Sports drinks

32.7
772

1.7

6.6
157

1.9
27

SHOPPING ACTIVITIES - HEAVIER USERb

Shopped at a convenience store
32.1

6.5
143
M

2.1
27
L

31.7
591
M

30.2
664

8.1
104

1.5
29

34.1
582
M

30.2
387

6.2
116

1.7
29

34.0
679
H

31.0
578

7.5
128

1.4
29

31.8
750
H

34.9
595

7.6
152

1.2
29

36.1
533
M

33.6
671

1.7
37
H

36.2
463
L

33.8
742
H

TYPES OF TV SHOWS WATCHED REGULARLYe

Sports
45.7
46.0
680
L
H

43.8
1034

INFORMATION SEARCH AND DECISION MAKINGb

Nutritional information on label influences29.3
what I buy 30.5
450
M
H

32.0
756

46.4
927
H

45.8
782
M

31.9
638
H

44.7
834
M

33.7
575
M

55.9
715
M

33.7
629
H

45.4
996
H

31.7
406
M

30.7
674
H

Marital Statusa
4
283

5
484

13.5
38

8.9
43

32.7
93
L

28.3
137

3.3
9

2.2
6

3.4
16

36.3
103
M

38.6
187
H

39.2
111
L

4
228
9.6
22
M
25.5
58

H
36.1
32

M
47.6
131
L
21.6
146

M
51.2
132
L
20.7
57

24.0
62
M

29.3
94

L
3.2
11

6.7
23

1.9
6

34.2
110

39.7 39.9
110 159
L
M
L

46.4
149

30.4 20.5
84
82
M
M
L

24.1
77

6.1
26
H

1.2
4
L

30.4 41.0
84 164
L
H
L

3.1
13
H

30.1
127
H

10.1
43

24.0
82

7.9
25

1.0
4
L

13.0
45

3.5
11

4.6
18

2.3
6
M

39.2
101

11.7
37

2.0
8

5.5
15

0.4
1

38.8
107

41.3
279

3.7
10

5.1
13

1.9
5

38.5
260

47.7
42

23.2
159

6.1
24

31.5 28.8
87 115
M
M
L

2.0
5

7.7
21

1.7
11

40.0
35

45.7
314

24.0
183

8.3
23
L

22.9
59

4.0
11

6.3
42

6.0
5

36.9
253

42.1
322

33.6
607
H

17.6
45

29.9
82

2.6
17

12.1
11

1.2
8

37.3
285

47.2
852

27.7
134
M

espondents
s Work Levela

27.7
500

45.5
220

28.6
81

1.6
12

28.1
190

4.8
4

7.1
48

10.1
28
M

1.6
30

31.3
28

3.7
25

4.9
38

7.9
53
H

28.0
193

2.1
16

7.0
126

9.9
9
L

27.9
214

2.5
45

10.2
49

11.3
78
M

31.4
567

1.9
9

8.6
24

8.8
67
M

9.7
176
H

Children at Home
Youngest Child at Home
Oldest Child at Home
0
1
2-3
4+
0 to 5 6 to 11 12 to 17 18+ 0 to 5 6 to 11 12 to 17 18+
1805
765
687
88
675
275
258
277 399
321
344
421

2.2
9
H

40.2
138
M

33.5
141
H

48.3
166
M

42.3
178
H

21.9
75
L

27.2
115
H

6.6
15
L

1.8
4
L
33.3
76
L

57.9
132
H

23.1
53
M

8
>100
477
10.8
52
H

Education
Tech Savvya
1,2,3
4
5
6
7
(Perceived)
No
HS Some CollegeGraduate 1,2
3,4
5,6
Degree DegreeCollege Degree School Low Medium High
197
747 1102
630
417
1078 1511
690
4.8 10.4 10.0
9.4
11.4
9.4
9.4
11.4
9
78
110
59
47
101
141
79
L
M
H
M
L
M
H
L

39.1
186
H

13.8
27
L

12.1
58
H

M
5.2
10

0.2
1
L

2.7
20

4.8
9

4.8
53

1.6
12

8.8
55

2.1
23

13.1
55

0.2
1

3.8
41

0.5
2

8.1
123

1.0
10

8.2
57
M

1.8
28
H

29.6

31.3
216
L

27.3

29.9
451
H

25.3

29.2
315
M

33.6

43.5
181
M

33.8

36.7
231
H

29.2

29.7
327
H

32.2

24.1
180

2.4
16
M

33.5

34.8

154
H

57
L

55.4
264
H

34.5
68

31.1
148

23.1
6
L

L
3.9
1

H
7.5
18

3.9
1
L

1.7
4

50.0
13

1.8
16
H

40.8
99
M

46.2
56
M

3.8
35
M

30.4
281

20.8
192
H

45.5
55
M

7.7
2

41.3
50
L

21.0
51
L

36.2
334
H

114
M

48.3
304
M

29.4
324
H

10
923
8.7
80

24.4
59

159

43.7
481

26.2
195

9
242
10.9
26

26
8.0
2

370

44.7
334

29.9
59

253

49.2
205
M

29.9
188
M

319
H

40.5
436
M

34.7
145
M

506
L

47.3
714
H

28.9
311
M

240

50.3
347
L

27.9
421
H

32.6
225
L

Age
45-54 55-64
>64
707
485
597
12.2
12.1
4.4
86
59
26
H
M
L
L
31.8
225
H

33.3
162
M

5.8
41
M

M
4.1
20

1.3
9
M

46.4
328

43.3
210

26.9
190
M

36.1
175
M

23.4
79

24.1
54

48.0
605

22.7
119
L

45.6
697
H

23.4
296
M

30.4
148

29.7
454
H

graphic Regiona
6
7
8
9
227
336
225
486
9.5
10.4
7.3
6.8
22
35
16
33
L
M
L
M

27.2
62

33.0
416

40.3
212

40.8
244

1.9
30
H

1.4
17

38.3
201

48.6
290

8.4
129
H

5.7
72

1.6
8

13.1
78

33.4
511
H

3.9
20

0.4
2

25.5
124

28.5
359
M

3.1
18

1.7
8

33.5
237

23.3
123
L

29.6
176

Cognitive Age
(Feel a lot younger
1,2
3,4
5,6
526 1261
1529
11.9
9.9
9.1
63
124
140
M
H

36.2
553
H

L
7.5
17

L
7.9
26

2.7
6
M

27.9
63

42.3
142

31.3
71

25.2
122
M

41.8
94
L

29.3
98
L

1.9
9
M

2.7
6

41.1
138

48.0
109

10.4
51
H

5.4
12

3.3
11

36.9
84

45.7
222
H

29.7
67
L

31.7
154
M

elf-Concepta
Independent
Masculine
SensitiveTolerant
Traditional
Youthful
2395
893 2150 1966 1481
1302
10.0
8.3
9.9 10.8
9.5
10.3
240
74
213
212
141
134
H
L
H
H
M
M

30.8
737
H

23.8
212
L

6.8
164
H

9.9
88

1.6
38

9.8
127
M

1.9
28
L

32.8
645
M

34.9
454

6.2
92

1.8
35

31.5
676
H

31.6
467

7.1
139

1.6
35

41.9
374
L

34.5
678

6.5
139

2.0
18

33.7
808
H

32.2
693

2.3
30
M

30.3
449
L

34.7
451
L

45.5
1089
H

62.5
558
L

31.4
752
H

44.2
951
M

25.7
229
L

44.2
869
M

33.0
710
H

44.4
658
L

32.8
646
H

43.6
568
L

32.0
475
M

32.5
423
M