Mediamark Research 
Fall 2006 Technical Guide

Unweighted and Weighted Demographics

Total U.S.

25,294

218,289

12,974

105,176

12,320

113,113

11,026

95,403

6,998

50,206

Men

12,974

105,176

12,974

105,176

-

-

-

-

3,940

24,878

Women

12,320

113,113

-

-

12,320

113,113

11,026

95,403

3,058

25,328

Male Principal Shoppers

5,587

40,422

5,587

40,422

-

-

-

-

1,612

9,384

Female Principal Shoppers

11,026

95,403

-

-

11,026

95,403

11,026

95,403

2,787

22,539

Working Women

7,303

65,331

-

-

7,303

65,331

6,541

55,560

3,058

25,328

Parent

8,556

73,630

4,080

31,846

4,476

41,785

4,104

37,134

2,960

21,085

Graduated College

8,437

54,849

4,580

27,226

3,857

27,623

3,521

24,469

4,877

32,562

Attended College

7,834

59,432

3,824

26,947

4,010

32,485

3,568

27,070

1,569

11,630

Graduated High School

6,301

69,653

3,131

33,854

3,170

35,799

2,839

30,335

469

5,007

Did Not Graduate High School

2,722

34,355

1,439

17,149

1,283

17,206

1,098

13,528

83

1,007

Age 18-24

2,319

28,098

1,240

14,090

1,079

14,008

735

8,160

247

2,413

25-34

4,314

39,485

2,243

19,721

2,071

19,764

1,879

16,948

1,432

10,917

35-44

5,306

43,532

2,784

21,501

2,522

22,031

2,314

19,802

1,974

13,516

45-54

5,029

42,127

2,670

20,601

2,359

21,527

2,173

19,333

1,995

14,507

55-64

3,726

29,660

1,920

14,072

1,806

15,588

1,635

13,735

1,102

7,359

65 or Over

4,600

35,387

2,117

15,192

2,483

20,195

2,290

17,426

248

1,495

18-34

6,633

67,583

3,483

33,811

3,150

33,772

2,614

25,108

1,679

13,329

18-49

14,576

133,443

7,679

66,275

6,897

67,169

6,054

55,046

4,694

34,308

25-54

14,649

125,144

7,697

61,822

6,952

63,322

6,366

56,082

5,401

38,939

Working Full Time

14,362

116,250

8,797

67,468

5,565

48,782

5,016

41,824

6,204

43,466

Part-time

2,679

24,539

941

7,990

1,738

16,549

1,525

13,736

794

6,740

Not Employed

8,253

77,500

3,236

29,719

5,017

47,782

4,485

39,843

-

-

Professional

3,777

29,282

1,831

12,738

1,946

16,545

1,782

14,729

3,777

29,282

Mgmt./Bus./Finan. Ops.

3,221

20,924

2,109

12,140

1,112

8,783

1,005

7,810

3,221

20,924

Sales/Office Occs.

3,926

34,914

1,534

12,776

2,392

22,138

2,108

18,309

-

-

Nat. Res./Constr./Maint.

1,608

15,214

1,568

14,537

40

677

35

567

-

-

Other Employed

4,509

40,454

2,696

23,266

1,813

17,188

1,611

14,144

-

-

H/D Income $100,000 or More

6,104

43,289

3,675

22,461

2,429

20,828

2,094

17,384

3,390

22,513

$75,000 - 99,999

3,284

28,599

1,878

14,787

1,406

13,812

1,226

11,525

1,278

10,326

$60,000 - 74,999

2,727

24,496

1,491

12,300

1,236

12,196

1,070

9,903

783

6,263

$50,000 - 59,999

2,098

19,103

1,103

9,568

995

9,535

871

7,727

486

3,598

$40,000 - 49,999

2,633

20,898

1,329

10,353

1,304

10,546

1,169

8,671

475

2,965

$30,000 - 39,999

2,713

23,025

1,288

11,079

1,425

11,946

1,304

10,064

356

2,562

$20,000 - 29,999

2,527

24,022

1,093

10,919

1,434

13,103

1,321

11,109

142

1,167

Under $20,000

3,208

34,856

1,117

13,709

2,091

21,148

1,971

19,021

88

813

Census Region: Northeast

5,710

41,475

2,867

19,688

2,843

21,787

2,530

18,218

1,676

10,542

North Central

5,627

49,092

2,921

23,706

2,706

25,386

2,428

21,367

1,498

11,393

South

8,065

79,054

4,046

37,894

4,019

41,160

3,601

35,115

2,111

16,365

West

5,892

48,668

3,140

23,888

2,752

24,780

2,467

20,702

1,713

11,906

County Size A

14,419

90,123

7,401

43,410

7,018

46,713

6,255

38,898

4,469

24,432

B

6,431

65,426

3,309

31,484

3,122

33,942

2,802

28,650

1,682

14,682

C

2,490

31,691

1,227

15,254

1,263

16,437

1,140

14,118

564

6,735

D

1,954

31,049

1,037

15,028

917

16,021

829

13,736

283

4,357

Metropolitan CBSA

23,145

181,675

11,858

87,402

11,287

94,273

10,090

79,047

6,676

44,861

Micropolitan CBSA/Unassigned

2,149

36,614

1,116

17,774

1,033

18,840

936

16,356

322

5,345

Never Married

5,767

54,181

3,149

29,694

2,618

24,487

2,173

17,303

1,410

9,504

Now Married

13,394

123,096

7,744

61,588

5,650

61,509

4,995

53,782

4,421

34,318

All Others

6,133

41,011

2,081

13,894

4,052

27,118

3,858

24,318

1,167

6,384

Household Size: 1 Person

5,800

30,151

2,443

12,759

3,357

17,392

3,357

17,392

1,395

5,830

2 Persons

8,351

72,306

4,559

35,024

3,792

37,281

3,309

32,045

2,214

16,666

3 or 4 Persons

8,338

82,175

4,433

40,823

3,905

41,352

3,350

33,437

2,689

21,621

5 or More Persons

2,805

33,657

1,539

16,569

1,266

17,087

1,010

12,528

700

6,089

Children By Age: Any

9,722

88,693

4,790

40,379

4,932

48,314

4,344

40,112

3,100

22,591

Under 2 Years

1,683

17,306

809

7,340

874

9,966

754

8,174

477

3,841

2-5 Years

3,422

32,628

1,729

14,861

1,693

17,767

1,499

14,947

1,038

7,636

6-11 Years

4,520

40,270

2,226

18,547

2,294

21,723

2,049

18,483

1,456

10,427

12-17 Years

4,671

42,618

2,277

19,404

2,394

23,214

2,096

18,802

1,454

10,587

White (inc. mult. class.)

19,354

168,649

10,045

80,861

9,309

87,788

8,393

75,259

5,683

41,948

Black (inc. mult. class.)

3,040

24,941

1,390

11,251

1,650

13,689

1,475

11,347

595

3,885

Other (inc. mult. class.)

3,239

27,060

1,726

14,323

1,513

12,738

1,287

9,664

805

4,929

Spanish Speaking

2,984

30,497

1,551

15,665

1,433

14,832

1,236

11,648

620

4,651

IEI $50,000 or More

6,691

42,086

4,803

29,117

1,888

12,969

1,707

11,369

4,394

26,935

$40,000 - 49,999

2,147

16,899

1,232

9,559

915

7,340

837

6,550

930

7,377

$30,000 - 39,999

2,487

21,642

1,240

10,964

1,247

10,678

1,145

9,579

796

7,183

$25,000 - 29,999

1,169

11,204

563

5,411

606

5,793

558

5,060

245

2,424

$20,000 - 24,999

1,219

12,397

573

5,714

646

6,683

584

5,720

190

1,876

$10,000 - 19,999

1,922

20,791

810

8,884

1,112

11,907

967

9,664

255

2,643

Under $10,000

1,406

15,770

517

5,809

889

9,961

743

7,620

188

1,768

Wage Earner Status: Sole

6,777

40,540

3,640

22,849

3,137

17,691

3,017

16,365

2,787

14,359

Primary

5,113

48,719

3,833

33,289

1,280

15,430

1,103

12,940

2,257

18,021

Secondary

5,151

51,529

2,265

19,319

2,886

32,211

2,421

26,255

1,954

17,826

Number of Children: 1

3,877

35,263

1,857

16,029

2,020

19,234

1,759

15,631

1,226

8,995

2

3,723

32,784

1,900

14,995

1,823

17,788

1,620

15,067

1,306

9,384

3 or More

2,122

20,646

1,033

9,355

1,089

11,292

965

9,415

568

4,211

Home Owned

17,952

151,657

9,453

72,480

8,499

79,178

7,506

65,898

5,576

40,569

Value of Home $500,000+

3,847

22,234

2,133

10,827

1,714

11,406

1,513

9,486

1,658

9,169

$200,000 - $499,999

7,391

54,183

3,960

26,422

3,431

27,760

3,007

23,105

2,575

18,310

$100,000 - $199,999

4,475

43,504

2,291

20,801

2,184

22,703

1,926

18,581

1,105

10,092

Under $100,000

2,239

31,737

1,069

14,429

1,170

17,308

1,060

14,727

238

2,999

Life Cycle

Respondent 18-34:

One-Person Household

990

5,058

556

2,960

434

2,098

434

2,098

402

1,814

Now Married, No Children

610

5,281

340

2,681

270

2,599

236

2,168

300

2,233

Now Married, Youngest Under 6

1,472

15,521

734

6,694

738

8,827

674

7,869

425

3,888

Now Married, Youngest 6-17

293

3,350

135

1,310

158

2,040

140

1,760

63

706

Balance

3,268

38,373

1,718

20,166

1,550

18,208

1,130

11,212

489

4,688

Respondent 35-49:

One-Person Household

1,176

6,148

684

3,701

492

2,447

492

2,447

438

1,859

Now Married, No Children

1,061

11,126

591

5,381

470

5,745

426

5,111

419

3,720

Now Married, Youngest Under 6

1,548

12,376

940

6,697

608

5,680

544

5,076

677

4,452

Now Married, Youngest 6-11

1,388

11,162

778

5,468

610

5,694

547

5,096

618

4,526

Now Married, Youngest 12-17

1,027

9,912

518

4,483

509

5,429

464

5,005

374

2,981

Balance

1,743

15,136

685

6,734

1,058

8,402

967

7,203

489

3,442

Respondent 50 or Older:

One-Person Household

3,467

18,136

1,126

5,776

2,341

12,361

2,341

12,361

505

1,983

Now Married, No Children

5,033

46,110

3,025

23,767

2,008

22,343

1,725

19,156

1,162

9,225

Now Married, With Children

961

8,250

683

5,108

278

3,142

238

2,531

382

2,579

Balance

1,257

12,350

461

4,251

796

8,099

668

6,309

255

2,111

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