MRI Fall 2008 Tech Guide - Unweighted and Weighted Demographics

Mediamark Research
Fall 2008 Technical Guide

Unweighted and Weighted Demographics

	Adults		Men		Women		Female Principal Shoppers		Professional Managerial
	Unwgt	Proj (000)	Unwgt	Proj (000)	Unwgt	Proj (000)	Unwgt	Proj (000)	Unwgt	Proj (000)
Total U.S.	26,023	223,672	13,358	108,031	12,665	115,641	11,305	98,040	7,434	52,211

Men	13,358	108,031	13,358	108,031	-	-	-	-	4,065	25,807
Women	12,665	115,641	-	-	12,665	115,641	11,305	98,040	3,369	26,403

Male Principal Shoppers	5,857	42,953	5,857	42,953	-	-	-	-	1,698	10,044
Female Principal Shoppers	11,305	98,040	-	-	11,305	98,040	11,305	98,040	3,048	23,361
Working Women	7,507	67,235	-	-	7,507	67,235	6,652	56,549	3,369	26,403
Parent	8,579	76,012	4,079	33,008	4,500	43,004	4,154	38,762	3,183	22,901

Graduated College	9,205	58,543	4,891	28,670	4,314	29,872	3,922	26,492	5,279	34,670
Attended College	8,188	60,791	3,988	27,664	4,200	33,128	3,692	27,105	1,610	11,506
Graduated High School	6,220	70,385	3,191	34,229	3,029	36,156	2,722	31,047	466	5,187
Did Not Graduate High School	2,410	33,953	1,288	17,469	1,122	16,485	969	13,396	79	846

Age 18-24	2,139	28,532	1,159	14,448	980	14,084	613	7,810	269	2,896
25-34	4,201	40,028	2,190	20,059	2,011	19,969	1,806	17,357	1,511	11,757
35-44	5,259	42,939	2,728	21,218	2,531	21,721	2,349	19,724	2,042	14,112
45-54	5,289	43,634	2,792	21,324	2,497	22,309	2,279	20,012	2,050	13,967
55-64	3,997	32,324	2,109	15,502	1,888	16,821	1,712	14,790	1,219	7,773
65 or Over	5,138	36,215	2,380	15,479	2,758	20,737	2,546	18,347	343	1,706

18-34	6,340	68,560	3,349	34,507	2,991	34,053	2,419	25,167	1,780	14,653
18-49	14,363	134,233	7,546	66,845	6,817	67,388	5,959	55,458	4,904	35,997
25-54	14,749	126,601	7,710	62,602	7,039	63,999	6,434	57,094	5,603	39,836

Working Full Time	14,599	119,607	8,855	68,922	5,744	50,685	5,136	43,285	6,572	45,892
Part-time	2,702	24,814	939	8,264	1,763	16,550	1,516	13,265	862	6,319
Not Employed	8,722	79,251	3,564	30,845	5,158	48,406	4,653	41,491	-	-

Professional	3,978	30,625	1,827	13,450	2,151	17,175	1,956	15,172	3,978	30,625
Mgmt./Bus./Finan. Ops.	3,456	21,586	2,238	12,358	1,218	9,228	1,092	8,189	3,456	21,586
Sales/Office Occs.	3,846	35,653	1,507	13,144	2,339	22,508	2,051	18,303	-	-
Nat. Res./Constr./Maint.	1,604	15,303	1,560	14,740	44	563	38	456	-	-
Other Employed	4,417	41,255	2,662	23,495	1,755	17,760	1,515	14,429	-	-

H/D Income $100,000 or More	7,176	53,541	4,251	27,579	2,925	25,961	2,508	21,454	3,851	25,996
$75,000 - 99,999	3,490	29,331	1,965	15,025	1,525	14,306	1,340	11,844	1,299	9,798
$60,000 - 74,999	2,893	24,590	1,562	12,395	1,331	12,194	1,157	10,078	828	5,927
$50,000 - 59,999	2,060	19,110	1,066	9,637	994	9,472	876	7,718	484	3,611
$40,000 - 49,999	2,642	20,909	1,307	10,529	1,335	10,380	1,197	8,692	454	2,742
$30,000 - 39,999	2,623	22,797	1,227	11,006	1,396	11,791	1,261	9,985	302	2,233
$20,000 - 29,999	2,338	22,199	980	10,026	1,358	12,172	1,264	10,755	136	951
Under $20,000	2,801	31,197	1,000	11,833	1,801	19,364	1,702	17,513	80	953

Census Region: North East	6,020	41,643	3,064	19,818	2,956	21,825	2,616	18,338	1,955	11,625
Midwest	6,191	49,841	3,157	24,120	3,034	25,721	2,753	22,249	1,577	10,644
South	8,416	81,837	4,226	39,350	4,190	42,488	3,731	36,047	2,321	18,078
West	5,396	50,350	2,911	24,743	2,485	25,607	2,205	21,406	1,581	11,864

County Size A	14,841	92,072	7,615	44,449	7,226	47,623	6,404	39,266	4,816	25,150
B	6,290	67,359	3,260	32,499	3,030	34,859	2,701	29,501	1,658	15,869
C	2,860	32,538	1,439	15,690	1,421	16,847	1,297	14,903	634	6,477
D	2,032	31,704	1,044	15,392	988	16,312	903	14,370	326	4,714

Metropolitan CBSA	23,287	186,375	11,949	89,955	11,338	96,420	10,109	81,142	6,969	46,603
Micropolitan CBSA/Unassigned	2,736	37,297	1,409	18,076	1,327	19,221	1,196	16,898	465	5,608

Never Married	5,906	56,390	3,190	30,939	2,716	25,451	2,190	17,474	1,526	9,929
Now Married	13,789	125,359	8,026	62,778	5,763	62,581	5,103	55,059	4,652	35,932
All Others	6,328	41,922	2,142	14,314	4,186	27,608	4,012	25,507	1,256	6,349

Household Size: 1 Person	6,019	31,386	2,527	13,601	3,492	17,784	3,492	17,784	1,430	5,647
2 Persons	8,786	74,158	4,880	36,800	3,906	37,357	3,368	31,910	2,372	17,138
3 or 4 Persons	8,325	81,855	4,421	40,611	3,904	41,244	3,354	34,457	2,844	22,222
5 or More Persons	2,893	36,274	1,530	17,019	1,363	19,255	1,091	13,888	788	7,203

Children By Age: Any	9,778	92,710	4,806	42,207	4,972	50,502	4,397	42,145	3,334	24,504
Under 2 Years	1,672	18,764	857	8,473	815	10,290	704	8,468	541	4,618
2-5 Years	3,366	33,622	1,680	14,944	1,686	18,678	1,493	15,854	1,126	8,627
6-11 Years	4,599	41,841	2,250	19,250	2,349	22,591	2,116	19,274	1,552	10,796
12-17 Years	4,793	44,714	2,314	20,277	2,479	24,436	2,171	19,907	1,570	11,407

White (inc. mult. class.)	19,923	171,775	10,369	82,666	9,554	89,109	8,615	77,067	5,975	43,877
Black (inc. mult. class.)	3,144	25,755	1,419	11,771	1,725	13,984	1,526	11,415	685	4,128
Other (inc. mult. class.)	3,336	28,721	1,791	15,082	1,545	13,639	1,300	10,432	869	4,771
Spanish Speaking	2,872	32,270	1,492	16,093	1,380	16,177	1,182	12,784	650	5,323

IEI $50,000 or More	7,385	47,538	5,187	32,185	2,198	15,353	1,975	13,462	4,863	29,907
$40,000 - 49,999	2,208	17,438	1,224	9,685	984	7,753	899	6,885	927	7,306
$30,000 - 39,999	2,419	21,935	1,219	11,359	1,200	10,577	1,094	9,283	729	6,468
$25,000 - 29,999	1,105	10,673	541	5,611	564	5,062	510	4,487	204	1,792
$20,000 - 24,999	1,098	11,463	465	5,157	633	6,305	562	5,227	198	1,643
$10,000 - 19,999	1,765	20,068	665	7,578	1,100	12,489	959	10,304	286	2,959
Under $10,000	1,321	15,307	493	5,611	828	9,696	653	6,901	227	2,135

Wage Earner Status: Sole	6,891	42,041	3,724	23,941	3,167	18,100	3,037	16,508	2,981	14,508
Primary	5,159	48,171	3,797	32,380	1,362	15,791	1,146	13,239	2,426	19,318
Secondary	5,251	54,209	2,273	20,865	2,978	33,344	2,469	26,802	2,027	18,385

Number of Children: 1	3,908	38,064	1,916	17,783	1,992	20,281	1,751	16,928	1,338	9,992
2	3,700	32,576	1,861	14,857	1,839	17,719	1,630	14,704	1,361	9,697
3 or More	2,170	22,070	1,029	9,568	1,141	12,502	1,016	10,513	635	4,815

Home Owned	19,033	156,971	9,982	76,071	9,051	80,900	8,001	67,894	5,967	41,955
Value of Home $500,000+	3,693	19,739	2,008	9,333	1,685	10,406	1,467	8,513	1,609	8,109
$200,000 - $499,999	8,497	63,079	4,536	31,014	3,961	32,065	3,471	26,425	2,959	20,854
$100,000 - $199,999	4,656	45,495	2,388	22,152	2,268	23,343	2,022	19,821	1,160	10,236
Under $100,000	2,187	28,658	1,050	13,572	1,137	15,085	1,041	13,135	239	2,756

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Mediamark Research Fall 2008 Technical Guide

Unweighted and Weighted Demographics

Mediamark Research
Fall 2008 Technical Guide