Mediamark Research 
Spring 2008 Technical Guide

Unweighted and Weighted Demographics

Total U.S.

25,806

222,210

13,232

107,268

12,574

114,942

11,224

96,906

7,356

51,876

Men

13,232

107,268

13,232

107,268

-

-

-

-

4,073

25,488

Women

12,574

114,942

-

-

12,574

114,942

11,224

96,906

3,283

26,387

Male Principal Shoppers

5,594

40,530

5,594

40,530

-

-

-

-

1,662

9,388

Female Principal Shoppers

11,224

96,906

-

-

11,224

96,906

11,224

96,906

2,973

23,248

Working Women

7,458

66,910

-

-

7,458

66,910

6,604

56,085

3,283

26,387

Parent

8,602

75,931

4,174

33,920

4,428

42,011

4,070

37,572

3,165

23,054

Graduated College

8,976

57,396

4,802

28,272

4,174

29,123

3,808

25,627

5,182

33,676

Attended College

7,965

60,779

3,877

27,578

4,088

33,201

3,600

27,146

1,592

12,027

Graduated High School

6,307

70,044

3,145

34,084

3,162

35,961

2,830

30,732

503

5,389

Did Not Graduate High School

2,558

33,991

1,408

17,334

1,150

16,657

986

13,400

79

784

Age 18-24

2,087

28,312

1,114

14,296

973

14,017

608

7,871

254

2,685

25-34

4,214

39,835

2,224

19,961

1,990

19,874

1,790

17,249

1,473

11,351

35-44

5,290

43,118

2,724

21,309

2,566

21,809

2,363

19,570

2,050

13,978

45-54

5,146

43,296

2,716

21,161

2,430

22,135

2,225

19,696

2,015

14,170

55-64

3,945

31,707

2,078

15,194

1,867

16,513

1,686

14,444

1,245

8,042

65 or Over

5,124

35,941

2,376

15,347

2,748

20,594

2,552

18,076

319

1,650

18-34

6,301

68,148

3,338

34,257

2,963

33,891

2,398

25,120

1,727

14,035

18-49

14,216

133,941

7,462

66,661

6,754

67,280

5,888

55,116

4,819

35,414

25-54

14,650

126,250

7,664

62,432

6,986

63,818

6,378

56,515

5,538

39,499

Working Full Time

14,511

119,013

8,821

68,787

5,690

50,226

5,081

42,667

6,493

45,663

Part-time

2,690

25,170

922

8,487

1,768

16,684

1,523

13,418

863

6,213

Not Employed

8,605

78,027

3,489

29,995

5,116

48,032

4,620

40,821

-

-

Professional

3,902

30,278

1,803

13,036

2,099

17,242

1,899

15,160

3,902

30,278

Mgmt./Bus./Finan. Ops.

3,454

21,598

2,270

12,452

1,184

9,145

1,074

8,088

3,454

21,598

Sales/Office Occs.

3,851

35,316

1,469

12,989

2,382

22,327

2,076

17,921

-

-

Nat. Res./Constr./Maint.

1,645

15,660

1,597

14,982

48

678

42

585

-

-

Other Employed

4,349

41,331

2,604

23,814

1,745

17,517

1,513

14,332

-

-

H/D Income $100,000 or More

6,787

50,613

4,012

26,090

2,775

24,523

2,383

19,857

3,679

24,923

$75,000 - 99,999

3,509

29,231

1,973

15,021

1,536

14,209

1,339

11,726

1,292

9,594

$60,000 - 74,999

2,861

24,728

1,530

12,513

1,331

12,216

1,159

10,143

866

6,255

$50,000 - 59,999

2,165

19,021

1,131

9,562

1,034

9,459

914

7,744

530

4,016

$40,000 - 49,999

2,674

21,043

1,367

10,482

1,307

10,561

1,175

8,838

471

2,889

$30,000 - 39,999

2,628

22,589

1,220

10,968

1,408

11,621

1,279

9,868

298

2,233

$20,000 - 29,999

2,423

22,554

1,009

10,226

1,414

12,329

1,309

10,707

139

1,037

Under $20,000

2,759

32,432

990

12,407

1,769

20,025

1,666

18,023

81

927

Census Region: North East

5,841

41,538

2,976

19,749

2,865

21,789

2,555

18,324

1,861

11,329

Midwest

6,197

49,669

3,196

24,024

3,001

25,644

2,711

22,039

1,629

10,624

South

8,231

81,150

4,082

39,004

4,149

42,146

3,721

35,845

2,217

17,652

West

5,537

49,854

2,978

24,491

2,559

25,363

2,237

20,698

1,649

12,271

County Size A

14,669

91,471

7,562

44,140

7,107

47,331

6,284

38,470

4,715

24,600

B

5,879

66,896

3,045

32,254

2,834

34,642

2,521

29,087

1,610

16,595

C

3,079

32,307

1,525

15,572

1,554

16,735

1,438

15,119

674

5,786

D

2,179

31,536

1,100

15,303

1,079

16,233

981

14,230

357

4,895

Metropolitan CBSA

23,021

185,119

11,828

89,307

11,193

95,812

9,970

80,328

6,877

46,277

Micropolitan CBSA/Unassigned

2,785

37,091

1,404

17,961

1,381

19,130

1,254

16,578

479

5,599

Never Married

5,723

56,008

3,103

30,685

2,620

25,323

2,099

17,358

1,478

9,578

Now Married

13,881

124,341

8,048

62,252

5,833

62,089

5,180

54,368

4,628

35,857

All Others

6,202

41,861

2,081

14,332

4,121

27,530

3,945

25,180

1,250

6,440

Household Size: 1 Person

6,020

31,055

2,526

13,375

3,494

17,679

3,494

17,679

1,470

5,932

2 Persons

8,606

73,053

4,758

35,823

3,848

37,230

3,322

31,541

2,281

16,555

3 or 4 Persons

8,297

81,739

4,407

40,627

3,890

41,112

3,314

33,660

2,806

21,958

5 or More Persons

2,883

36,364

1,541

17,442

1,342

18,921

1,094

14,025

799

7,431

Children By Age: Any

9,692

91,400

4,822

42,260

4,870

49,140

4,297

41,031

3,301

24,355

Under 2 Years

1,642

18,592

865

8,734

777

9,859

674

7,994

512

4,215

2-5 Years

3,332

32,507

1,696

14,869

1,636

17,638

1,441

14,864

1,129

8,688

6-11 Years

4,618

42,307

2,309

19,613

2,309

22,694

2,063

19,114

1,540

11,080

12-17 Years

4,755

44,788

2,313

20,744

2,442

24,044

2,142

19,826

1,564

11,667

White (inc. mult. class.)

20,070

170,909

10,378

82,107

9,692

88,802

8,717

75,790

5,953

43,296

Black (inc. mult. class.)

2,763

25,584

1,256

11,590

1,507

13,994

1,337

11,547

630

4,475

Other (inc. mult. class.)

3,340

28,279

1,798

14,934

1,542

13,344

1,312

10,441

855

4,600

Spanish Speaking

2,906

31,971

1,513

15,932

1,393

16,039

1,194

12,662

654

5,008

IEI $50,000 or More

7,238

46,944

5,105

31,641

2,133

15,302

1,926

13,358

4,777

29,913

$40,000 - 49,999

2,183

17,331

1,233

9,753

950

7,578

869

6,648

918

7,091

$30,000 - 39,999

2,437

21,682

1,233

11,342

1,204

10,341

1,089

8,918

736

6,330

$25,000 - 29,999

1,147

10,831

537

5,336

610

5,495

550

4,843

227

1,954

$20,000 - 24,999

1,081

10,970

471

5,013

610

5,957

531

4,960

176

1,425

$10,000 - 19,999

1,822

20,689

707

8,420

1,115

12,269

970

10,044

293

3,162

Under $10,000

1,293

15,736

457

5,769

836

9,967

669

7,314

229

2,001

Wage Earner Status: Sole

6,836

41,946

3,694

23,690

3,142

18,256

3,007

16,750

2,968

14,901

Primary

5,202

49,486

3,862

33,355

1,340

16,131

1,144

13,724

2,410

19,408

Secondary

5,163

52,751

2,187

20,228

2,976

32,523

2,453

25,611

1,978

17,567

Number of Children: 1

3,844

37,274

1,846

16,952

1,998

20,322

1,736

16,731

1,306

9,798

2

3,705

32,378

1,925

15,243

1,780

17,136

1,586

14,550

1,362

9,539

3 or More

2,143

21,747

1,051

10,066

1,092

11,682

975

9,750

633

5,019

Home Owned

18,920

154,672

9,877

74,779

9,043

79,894

7,996

66,672

5,939

41,962

Value of Home $500,000+

3,793

20,332

2,080

9,894

1,713

10,438

1,507

8,550

1,621

8,426

$200,000 - $499,999

8,437

63,020

4,510

31,176

3,927

31,844

3,431

26,022

2,926

20,711

$100,000 - $199,999

4,525

43,504

2,275

20,979

2,250

22,526

2,005

19,039

1,149

10,035

Under $100,000

2,165

27,816

1,012

12,730

1,153

15,085

1,053

13,061

243

2,790

Life Cycle

Respondent 18-34:

One-Person Household

966

5,188

566

3,208

400

1,979

400

1,979

380

1,674

Now Married, No Children

564

5,317

312

2,364

252

2,953

222

2,514

278

2,356

Now Married, Youngest Under 6

1,436

15,111

743

7,001

693

8,110

627

7,264

488

4,444

Now Married, Youngest 6-17

288

3,196

132

1,331

156

1,866

143

1,707

67

650

Balance

3,047

39,336

1,585

20,353

1,462

18,983

1,006

11,655

514

4,910

Respondent 35-49:

One-Person Household

1,135

5,854

647

3,459

488

2,395

488

2,395

455

1,807

Now Married, No Children

1,013

10,336

554

4,637

459

5,700

401

4,923

381

3,245

Now Married, Youngest Under 6

1,498

12,112

927

6,783

571

5,329

520

4,795

694

4,875

Now Married, Youngest 6-11

1,502

12,288

826

6,168

676

6,119

631

5,681

630

4,624

Now Married, Youngest 12-17

1,015

9,784

501

4,314

514

5,470

464

4,987

396

3,373

Balance

1,752

15,419

669

7,042

1,083

8,377

986

7,216

536

3,456

Respondent 50 or Older:

One-Person Household

3,743

19,308

1,228

6,374

2,515

12,934

2,515

12,934

585

2,294

Now Married, No Children

5,556

47,474

3,329

24,307

2,227

23,167

1,929

19,769

1,280

9,476

Now Married, With Children

1,003

8,683

719

5,317

284

3,366

242

2,719

410

2,788

Balance

1,288

12,804

494

4,609

794

8,195

650

6,368

262

1,904

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