Mediamark Research 
Fall 2007 Technical Guide

Unweighted and Weighted Demographics

Total U.S.

25,781

220,847

13,220

106,534

12,561

114,313

11,263

96,856

7,207

51,564

Men

13,220

106,534

13,220

106,534

-

-

-

-

4,048

25,177

Women

12,561

114,313

-

-

12,561

114,313

11,263

96,856

3,159

26,387

Male Principal Shoppers

5,486

38,709

5,486

38,709

-

-

-

-

1,614

9,119

Female Principal Shoppers

11,263

96,856

-

-

11,263

96,856

11,263

96,856

2,876

23,094

Working Women

7,432

66,625

-

-

7,432

66,625

6,616

55,817

3,159

26,387

Parent

8,705

74,712

4,204

33,100

4,501

41,612

4,169

37,550

3,110

22,424

Graduated College

8,610

56,279

4,627

27,884

3,983

28,395

3,659

25,060

5,005

33,121

Attended College

7,986

60,792

3,891

27,500

4,095

33,293

3,628

27,557

1,618

12,439

Graduated High School

6,408

69,734

3,211

33,947

3,197

35,787

2,861

30,622

500

5,131

Did Not Graduate High School

2,777

34,042

1,491

17,203

1,286

16,838

1,115

13,618

84

874

Age 18-24

2,217

28,105

1,225

14,148

992

13,958

639

7,862

245

2,497

25-34

4,339

39,660

2,200

19,869

2,139

19,791

1,941

17,334

1,467

11,530

35-44

5,272

43,314

2,748

21,405

2,524

21,909

2,353

19,969

2,036

13,863

45-54

5,088

42,978

2,696

21,003

2,392

21,974

2,193

19,454

1,978

14,081

55-64

3,901

31,107

2,044

14,890

1,857

16,216

1,679

14,209

1,197

8,018

65 or Over

4,964

35,684

2,307

15,220

2,657

20,464

2,458

18,027

284

1,574

18-34

6,556

67,765

3,425

34,016

3,131

33,749

2,580

25,196

1,712

14,027

18-49

14,473

133,705

7,561

66,492

6,912

67,213

6,092

55,491

4,784

35,310

25-54

14,699

125,951

7,644

62,276

7,055

63,675

6,487

56,758

5,481

39,474

Working Full Time

14,493

118,474

8,821

68,496

5,672

49,978

5,093

42,686

6,354

45,115

Part-time

2,731

25,528

971

8,881

1,760

16,647

1,523

13,131

853

6,449

Not Employed

8,557

76,845

3,428

29,157

5,129

47,688

4,647

41,039

-

-

Professional

3,815

29,946

1,842

12,627

1,973

17,318

1,787

15,034

3,815

29,946

Mgmt./Bus./Finan. Ops.

3,392

21,618

2,206

12,550

1,186

9,068

1,089

8,061

3,392

21,618

Sales/Office Occs.

3,874

34,998

1,472

12,838

2,402

22,160

2,078

17,470

-

-

Nat. Res./Constr./Maint.

1,693

16,018

1,649

15,225

44

793

42

767

-

-

Other Employed

4,450

41,422

2,623

24,136

1,827

17,285

1,620

14,485

-

-

H/D Income $100,000 or More

6,590

47,723

3,914

24,617

2,676

23,106

2,303

18,462

3,518

23,360

$75,000 - 99,999

3,428

29,142

1,972

15,021

1,456

14,121

1,270

11,729

1,379

10,873

$60,000 - 74,999

2,768

24,876

1,480

12,632

1,288

12,244

1,126

10,121

820

6,326

$50,000 - 59,999

2,141

18,940

1,122

9,489

1,019

9,451

899

7,675

491

3,950

$40,000 - 49,999

2,733

21,185

1,389

10,438

1,344

10,747

1,208

9,223

443

2,807

$30,000 - 39,999

2,637

22,390

1,240

10,932

1,397

11,459

1,271

9,764

289

2,095

$20,000 - 29,999

2,576

22,916

1,059

10,425

1,517

12,491

1,415

10,970

166

1,257

Under $20,000

2,908

33,674

1,044

12,980

1,864

20,694

1,771

18,912

101

897

Census Region: North East

5,809

41,471

3,000

19,702

2,809

21,769

2,513

18,246

1,788

10,781

Midwest

6,020

49,517

3,053

23,935

2,967

25,582

2,692

22,423

1,645

11,920

South

8,457

80,478

4,251

38,651

4,206

41,827

3,788

35,731

2,182

16,798

West

5,495

49,381

2,916

24,246

2,579

25,135

2,270

20,455

1,592

12,064

County Size A

14,564

90,909

7,547

43,842

7,017

47,067

6,216

38,387

4,684

24,773

B

6,141

66,464

3,174

32,017

2,967

34,447

2,689

29,594

1,605

16,139

C

2,844

32,091

1,395

15,458

1,449

16,633

1,329

14,607

555

5,487

D

2,232

31,383

1,104

15,217

1,128

16,165

1,029

14,268

363

5,165

Metropolitan CBSA

23,043

183,840

11,873

88,627

11,170

95,214

9,987

80,061

6,760

45,718

Micropolitan CBSA/Unassigned

2,738

37,007

1,347

17,907

1,391

19,099

1,276

16,795

447

5,846

Never Married

5,753

55,649

3,104

30,438

2,649

25,211

2,166

17,539

1,448

9,541

Now Married

13,822

123,379

7,994

61,743

5,828

61,635

5,204

54,438

4,512

35,272

All Others

6,206

41,820

2,122

14,352

4,084

27,467

3,893

24,879

1,247

6,751

Household Size: 1 Person

5,928

30,739

2,465

13,154

3,463

17,585

3,463

17,585

1,477

6,308

2 Persons

8,535

73,790

4,756

36,513

3,779

37,276

3,288

31,960

2,183

16,496

3 or 4 Persons

8,351

80,683

4,405

39,674

3,946

41,008

3,395

33,569

2,755

21,724

5 or More Persons

2,967

35,636

1,594

17,192

1,373

18,444

1,117

13,742

792

7,036

Children By Age: Any

9,824

89,738

4,884

41,386

4,940

48,352

4,392

40,634

3,248

23,950

Under 2 Years

1,695

17,763

878

8,609

817

9,153

713

7,500

492

3,914

2-5 Years

3,435

31,867

1,704

14,306

1,731

17,561

1,545

15,028

1,115

8,446

6-11 Years

4,679

41,737

2,311

19,026

2,368

22,711

2,143

19,558

1,518

11,004

12-17 Years

4,821

44,031

2,405

20,850

2,416

23,181

2,132

19,216

1,522

11,251

White (inc. mult. class.)

19,792

169,928

10,185

81,478

9,607

88,450

8,674

75,696

5,804

43,252

Black (inc. mult. class.)

2,770

25,406

1,306

11,499

1,464

13,907

1,313

11,937

578

4,129

Other (inc. mult. class.)

3,589

27,894

1,918

14,765

1,671

13,129

1,433

10,094

905

4,557

Spanish Speaking

3,078

31,671

1,623

16,151

1,455

15,520

1,254

12,320

651

5,043

IEI $50,000 or More

6,984

45,066

4,985

30,671

1,999

14,395

1,822

12,638

4,645

29,111

$40,000 - 49,999

2,139

17,015

1,211

9,729

928

7,286

847

6,339

865

6,741

$30,000 - 39,999

2,527

23,024

1,312

12,056

1,215

10,968

1,097

9,424

753

6,618

$25,000 - 29,999

1,234

11,603

582

5,664

652

5,939

584

5,137

244

2,344

$20,000 - 24,999

1,096

10,619

482

4,804

614

5,815

542

4,769

171

1,471

$10,000 - 19,999

1,845

20,182

719

8,421

1,126

11,762

988

9,696

290

3,199

Under $10,000

1,399

16,493

501

6,032

898

10,461

736

7,814

239

2,080

Wage Earner Status: Sole

6,799

42,425

3,665

24,079

3,134

18,346

3,008

16,976

2,934

15,523

Primary

5,186

48,342

3,881

33,007

1,305

15,335

1,117

12,863

2,316

18,086

Secondary

5,239

53,235

2,246

20,291

2,993

32,944

2,491

25,978

1,957

17,956

Number of Children: 1

3,855

36,145

1,885

16,421

1,970

19,724

1,710

15,918

1,294

9,907

2

3,755

32,187

1,890

14,708

1,865

17,479

1,694

15,302

1,326

9,167

3 or More

2,214

21,406

1,109

10,258

1,105

11,149

988

9,413

628

4,876

Home Owned

18,772

152,998

9,859

74,182

8,913

78,816

7,908

65,862

5,816

41,319

Value of Home $500,000+

3,882

21,301

2,163

10,365

1,719

10,936

1,519

8,942

1,656

8,777

$200,000 - $499,999

8,299

60,581

4,440

29,694

3,859

30,887

3,386

25,334

2,849

19,513

$100,000 - $199,999

4,395

42,568

2,190

20,309

2,205

22,259

1,970

18,728

1,077

10,128

Under $100,000

2,196

28,548

1,066

13,815

1,130

14,734

1,033

12,858

234

2,902

Life Cycle

Respondent 18-34:

One-Person Household

953

5,069

546

3,053

407

2,016

407

2,016

380

1,792

Now Married, No Children

654

6,355

351

2,780

303

3,575

268

3,063

307

2,743

Now Married, Youngest Under 6

1,473

14,572

740

6,879

733

7,692

664

6,976

464

4,158

Now Married, Youngest 6-17

286

3,010

131

1,308

155

1,702

144

1,586

62

535

Balance

3,190

38,760

1,657

19,997

1,533

18,764

1,097

11,556

499

4,799

Respondent 35-49:

One-Person Household

1,096

5,718

619

3,502

477

2,216

477

2,216

455

1,910

Now Married, No Children

1,017

10,400

550

4,653

467

5,747

413

5,040

382

3,329

Now Married, Youngest Under 6

1,509

12,071

912

6,420

597

5,652

553

5,125

697

4,770

Now Married, Youngest 6-11

1,538

12,155

837

5,848

701

6,307

657

5,842

629

4,464

Now Married, Youngest 12-17

996

9,640

504

4,473

492

5,166

457

4,836

394

3,320

Balance

1,761

15,955

714

7,579

1,047

8,376

955

7,235

515

3,489

Respondent 50 or Older:

One-Person Household

3,696

19,152

1,198

6,146

2,498

13,005

2,498

13,005

597

2,435

Now Married, No Children

5,367

46,911

3,250

24,236

2,117

22,675

1,825

19,444

1,181

9,282

Now Married, With Children

978

8,234

716

5,125

262

3,109

222

2,515

393

2,648

Balance

1,267

12,846

495

4,535

772

8,311

626

6,400

252

1,889

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