type a01: american royalty

K OJ NI MH LGFEDCBA

7 654321

SRQP

Type A01: American Royalty

John & Susan

1.04%0.73%Wealthy, influential and successful couples and families living in prestigious suburbs

Group A: Power Elite

Digitally-savvy

Influential

World travelers

Financially sound

Highly-educated

Healthy lifestyles

Luxury living

Prestigious housing

Established adults

Wealthiest households

Rankings

Key Traits

Overview

Children: Presence

Age: Head of Household

Income: Estimated Household

Exercise: Regularly

SMGreenAware : Behavioral Greens

Internet: Changed the Way I Shop for Products/Services

34/71

51/71

1/71

3/71

9/71

5/71

21/71Metropolitan City: Top 10 CBSA Markets

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan



Overview

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan



The wealthiest segment in the nation, American Royalty consists of mainly established couples enjoying gracious lifestyles in the fashionable suburbs of large metropolitan areas. These highly-educated adults hold senior positions in business, finance, science and technology companies. Now in their 50s and 60s, most are empty-nesting couples whose children have grown up and left for college or new jobs. A majority of residents live in million-dollar homes, typically situated on well-manicured lawns in sought-after neighborhoods.

American Royalty put in long work days, but after hours they like to soak up culture and nightlife. They support the arts, and go to the symphony, theater and dance performances at high rates. They're also night owls who like to dine out, take in a comedy club and even check out a rock concert. These Americans like to look good while they're out and about, and they spend a lot of time trying to keep fit. Many hold memberships in health and country clubs, where they golf, play tennis and work the cardio machines. When they wind down at home, it's often with a newspaper, a book or an MP3 player serving up classical music or alternative rock.

American Royalty are typically the target market for expensive brands of cars, furnishings and jewelry - and for good reason. Inconspicuous consumption is a foreign concept among these Americans. Their luxury import cars are loaded with options such as GPS systems and satellite radios. Their homes are decorated with fancy housewares and appliances from chic stores. Their idea of shopping is having a personal sales clerk at a boutique or specialty store set aside a few choice designer fashions for them to consider between appointments and social gatherings.

Although only the latest consumer electronics fill their entertainment rooms - including 50-inch high-definition TVs with the latest in surround sound - these busy professionals prefer to spend their free time reading newspapers and magazines or going online. The Internet is an integral part of their lifestyle; they go online at both work and home at high rates. They use the Internet to trade stocks, book travel arrangements and visit news sites. However, unlike other segments of older, affluent consumers, they also appreciate the entertainment value of the Internet, going online to download music and video files.

It takes money to maintain this lifestyle, and American Royalty are good at both making it and managing it. They surpass all other segments in the number who invest in stocks, mutual funds and savings bonds. They're the shoppers who carry platinum and gold credit cards. The built-up equity in their expensive homes allows them to borrow freely - and they do - with home equity loans and secured lines of credit. At their advancing ages, they also make a strong market for insurance products: life, health, property and auto.

American Royalty are proud of their success and like people to think that they're savvy money managers. They enjoy donating to high-profile causes and kicking up their heels at fundraisers, philanthropic dinners and charity balls. Tuxedoes and gowns can always be found pressed and ready in their walk-in closets. Politically, their views are typically centrist, and many are registered Independents. However, many are community activists who acknowledge that they like to lead discussions and meet new people. The cause doesn't particularly matter.

Who we are

Chiefly in their 50s and early 60s, American Royalty are comfortably ensconced at the highest rung of America's socioeconomic ladder. Nearly two-thirds have a graduate degree - the highest percentage in the nation - and most earn executive salaries in business, professional and technical occupations. Nearly three-quarters of households consist of childless couples, though a significant number of grown children still live at home. These upscale households include a high percentage of Asians and above-average concentrations of immigrants from Europe and South America who appreciate the gilded suburban lifestyle.

DescriptionOverview

Demographics and behavior

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan



Where we live

American Royalty own the priciest real estate in America. Their spacious suburban homes exceed $1 million in average value and are typically located on large lots in some of the most desired neighborhoods in the nation: communities like Beverly Hills, Calif., Chappaqua, N.Y., and Winnetka, Ill. Most of the stately homes were built many years ago, and an overwhelming number of homeowners have lived at the same residence for more than a decade, employing landscape architects and interior decorators to keep the house and gardens looking elegant. While their homes may be their castles, American Royalty also have high rates of owning and renting vacation homes.

How we live our lives

American Royalty are suburban sophisticates who go to the theatre, subscribe to the symphony and watch foreign films. On weekends, they like to go antique shopping, but they also like to work up a sweat by hiking, biking, jogging, skiing and playing tennis. When it's time to relax, they take up a book, pick up a garden shovel or listen to their MP3 players - rock and classical music are favorite genres.

World-class travelers, are more than twice as likely as the general population to visit Europe and the Caribbean, which are some of their favorite destinations. They are also true globe trotters and enjoy traveling to far-reaching locations in Australia, the Middle East, China and the Asian Pacific. American Royalty also travel domestically for business and pleasure, with particularly high rates to Florida and California. They usually stay in upscale hotels or their own vacation homes. However, they also have one of the highest rates for staying in cabins - that is, the ones on luxury cruise ships.

American Royalty like their purchases to make a statement. When buying a car, it's invariably a new premium model - SUVs, sports cars and ultra-class sedans are popular - loaded with options. For apparel, they head to boutiques for designer labels. However, they patronize a wide range of retailers, including upscale department stores like Nordstrom, discount chains such as Marshall's and T.J. Maxx and specialty stores like Williams-Sonoma and Crate and Barrel. Although they shy away from discount clubs, they buy electronics and computer equipment at big-box stores such as Best Buy. They're more than twice as likely to purchase merchandise from preppy catalogs like L.L. Bean and Land's End.

While American Royalty enjoy reading newspapers and magazines that cover business, fashion, home design, travel and gourmet cuisine, they exhibit only average rates for radio and TV programming, tuning mostly to news, sports and adult contemporary music on the radio and newscasts, sitcoms, documentaries and dramas on TV. Among their favorite cable channels are Bravo, CNBC, ESPN and HBO. However, their fondness for talk shows spans the political spectrum: they have high rates for watching both MSNBC and Fox News. Although they're not very responsive to advertising, they like TV commercials that make them laugh.

How we view the world

American Royalty are self-assured, broadminded and independent. Politically, they're more than twice as likely as the general population to be registered Independents. Socially, they describe themselves as adventurous leaders in their circle of friends. In the marketplace, they like to try new products before anyone else. They say their friends look to them to organize activities and advise them on purchase decisions. These are the self-possessed individuals whom others try to emulate.

Description

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan



American Royalty like to express their social standing through their purchases - “my car should catch people's attention,” they say - and they look for high-quality, high-cachet brands. They also express a need for control over their lives - whether in business or at home - and they make an effort to live a healthy lifestyle. They tend to eat a well-balanced diet, exercise regularly and spend what they have to in order to look younger. However, they also have enough money left over to help others; they contribute to nearly every kind of charitable cause at above-average rates, and they're especially strong supporters of universities and public broadcasting.

How we get by

With average incomes topping $200,000, American Royalty are in their peak earning years and have more discretionary cash than any other segment. A strong financial market, they rank at the top for investing in stocks, mutual funds and saving bonds, and near the top for owning 401(k)s, IRAs and 529 College Savings Plans. At the bank, they have high rates for buying CDs and having cash management accounts. They're also fans of high-end credit cards like Visa Platinum and American Express Platinum and Gold.

However, they are careful with their money and typically pay off their balances every month. With their lofty incomes and built-up home equity, they also make a strong market for borrowing, and a disproportionate number have mortgages, home equity loans and secured lines of credit. These baby boomers also buy a lot of insurance - whether it's health, property or auto - and have the highest index in the nation for owning life insurance valued at more than half a million dollars. Appreciating personal contact when managing their financial affairs, a majority look to agents when buying their insurance.

American Royalty are well connected - professionally, financially, socially and especially electronically. They have high rates for using the Internet for banking, trading stocks, planning trips, reading magazines and shopping. They're more than twice as likely as average Americans to go online at both home and work, and they increasingly do so using smartphones. This segment includes a high concentration of telecommuters who have outfitted their suburban home offices with high-tech wireless networks of webcams, laser printers, backup devices and optical scanners. Their favorite Websites - Google, CNN, Amazon, ESPN and Expedia - take them to virtual bookstores, sporting events and travel agencies. Although these middle-aged and older couples are not big on gaming, they do download podcasts, music and video files. To these consumers, the Internet is changing the way they research products and understand the world. When they want information, the Internet is now the first place they look.

Description

Digital behavior

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan



Unless otherwise stated, charts show the Index and Mean %.

The Index is shown as a bar, and the Mean % is shown to the right:

0 50

Understanding Charts

Index

Mean %12.48%

100 200150

Unassimilated - do not speak English

3Bilingual Native

3Bilingual Native - prefer native language, but know English

2Bilingual English

2Bilingual English - prefer English, but speak native language

Assimilated - English speaking

Hispanic - European1

Hispanic - South American1

Hispanic - Central American1

Hispanic - Mexico1

Hispanic - Caribbean1

Hispanic

Native American

Caucasian

Asian

African American

Unknown marital status without kids

Unknown marital status with kids

Single female head without kids

Single male head without kids

Single female head with kids

Single male head with kids

Married without kids in household

Married with kids in household

Family structure

Age 76+ years

Age 66-75 years

Age 51-65 years

Age 46-50 years

Age 36-45 years

Age 31-35 years

Age 25-30 years

Age 19-24 years

Head of household age

Male

Female

0.5%

5.1%

2.0%

4.8%

0.1%

0.3%

0.1%

1.8%

0.9%

4.2%

0.1%

77.3%

10.3%

0.7%

6.3%

0.2%

*

0.2%

*

0.0%

67.3%

26.0%

5.1%

10.8%

48.7%

14.7%

13.4%

2.7%

1.9%

2.7%

87.5%

12.5%

1000 50 200150

100 2000 50 150

Head of household ethnicityHead of household gender

Who we are

1Included in the overall Hispanic category representation

213

297

205

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

TGI socio-economic levels

Level 4 (next 40%)

Level 3 (next 30%)

Level 2 (next 20%)

Level 1 (top 10%)

Presence of a young adult in household

Presence of an aged parent in household

Additional adults in household

Presence of a child 13-18 years





Presence of a child

Children

5+ persons in household

4 persons in household



1 person in household

4.7%

14.9%

37.5%

42.9%

22.6%

7.7%

14.9%

5.4%

5.2%

3.3%

3.0%

26.2%

18.8%

17.1%

21.1%

25.0%

18.1%

100 2000 50 150

Household size

Who we are

246

354

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

1939 or earlier

1940-1949

1950-1959

1960-1969

1970-1979

1980-1989

1990-1994

1995-1998

1999 to current

Year property built

Multiple family dwelling: 101+ units

Multiple family dwelling: 50-100 units




Multiple family dwelling: 4 units



Single family dwelling

Rural non-city style

Rural city style

Suburban non-city style

Suburban city style

Metropolitan city - balance CBSA markets

Metropolitan city - next 50 CBSA markets

Metropolitan city - next 25 CBSA markets

Metropolitan city - top 10 CBSA markets

1Average household density

Urbanicity

25+ years

20-24 years

15-19 years

10-14 years

8-9 years

6-7 years

4-5 years

2-3 years

1 year or less

13.7%

4.9%

14.7%

13.5%

11.9%

16.1%

8.1%

7.4%

9.8%

0.1%

0.1%

0.1%

0.0%

1.6%

0.1%

0.8%

0.3%

97.0%

0.1%

0.2%

6.9%

65.0%

1.6%

4.0%

8.5%

13.5%

5.1%

8.1%

9.9%

22.4%

18.0%

7.7%

9.4%

9.4%

6.7%

8.3%

1000 50 200150100 2000 50 150

Type of propertyLength of residence

Where we live

1Higher values indicate households tend to live in more densely populated areas

213

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Unknown

Renter

Homeowner

Home ownership

$750,000+

$500,000-$749,999

$400,000-$499,999

$350,000-$399,999

$300,000-$349,999

$250,000-$299,999

$200,000-$249,999

$175,000-$199,999

$150,000-$174,999

$100,000-$149,999

$75,000-$99,999

$50,000-$74,999

Less than $50,000

0.6%

1.9%

97.5%

62.4%

24.3%

6.9%

2.3%

2.1%

1.1%

0.4%

0.1%

0.1%

0.2%

0.1%

0.1%

0.0%

100 2000 50 150

Estimated current home value

Where we live

532

2677

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Other

Blue Collar

Farm-Related

Sales/Service

Professional/Technical

Retired

3.0%

4.4%

0.1%

27.6%

84.2%

22.0%

1.6%

2.8%

0.1%

14.4%

68.4%

12.6%

63.2%

55.3%

32.2%

7.7%

4.8%

48.7%

35.9%

10.8%

2.7%

1.9%

100 2000 50 150

Head of household's occupation

Someone in household'soccupation

How we get by

1000 50 200150

Other

Blue Collar

Farm-Related

Sales/Service

Professional/Technical

Retired

Graduate degree

Bachelor's degree

Some College

High School diploma

Less than High School

Someone in household's education

Graduate degree

Bachelor's degree

Some College

High School diploma

Less than High School

Head of household's education

220

457

229

430

275

241

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Debit card/Electronic Funds Transfer

Cash Management account(s)

Savings certificates CD - short term

Savings certificates CD - long term

Savings account(s)

Interest-bearing Checking account(s)

Non-interest-bearing Checking account(s)

Banking and investments

$32,001+

$26,001-$32,000

$23,001-$26,000

$19,001-$23,000

$16,001-$19,000

$13,001-$16,000

$11,001-$13,000

$9,501-$11,000

$8,001-$9,500

$7,501-$8,000

$6,001-$7,500

$888-$6,000

$250,000+

$200,000-$249,999

$175,000-$199,999

$150,000-$174,999

$125,000-$149,999

$100,000-$124,999

$75,000-$99,999

$50,000-$74,999

$35,000-$49,999

$25,000-$34,999

$15,000-$24,999

Less than $15,000

19.0%

22.0%

7.9%

15.0%

58.0%

48.0%

36.0%

89.5%

6.3%

1.9%

1.3%

0.4%

0.3%

0.1%

0.0%

0.0%

0.0%

0.0%

0.0%

50.9%

9.9%

18.9%

1.8%

6.2%

5.8%

2.4%

1.6%

0.8%

0.8%

0.5%

0.5%

1000 50 200150

100 2000 50 150

Discretionary spend estimateEstimated household income

What is our financial circumstance

952

405

2333 1689

520

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Likely to buy a big ticket item in next 30 days

I expect the American economy will bebetter off in the coming year

I expect the American economy will beworse off in the coming year

I think that I am better off financiallynow than a year ago

I think that i am worse off financially nowthan a year ago

Expect to spend a lot more on household essentials (i.e. food, gas, etc) in next year

Expect to spend about the same on household essentials (i.e. food, gas, etc) in next year

Expect to spend a lot less on household essentials (i.e. food, gas, etc) in next year

Economic outlook

Higher purchase propensity

Lowest purchase propensity

Purchase propensity

Higher consumer confidence

Lowest consumer confidence

Life insurance

Homeowners' insurance

Own any investments

Own tax shelter annuities

Own IRA

Own 529 College Savings Plan

Own 401(k)

Own Keogh/SEPP IRA/Pension

Own common stock in any other company

Own common or preferred stock in company worked for

Own Mutual Funds

Own Money Market

Own other Bonds

Own U.S. Savings Bonds

Have Mutual Fund - Brokerage accounts

Have Home Equity loan

Have Home Mortgage (first)

Have Auto loan(s) for new car

Use credit cards

Have credit cards

21.0%

24.0%

48.0%

9.5%

61.0%

*

65.0%

4.3%

4.1%

50.0%

5.4%

4.2%

60.0%

81.0%

77.0%

2.1%

43.0%

7.3%

32.0%

11.0%

45.0%

7.0%

35.0%

42.0%

20.0%

13.0%

60.0%

18.0%

45.0%

21.0%

14.0%

93.0%

100

100

200

200

0

0

50

50

150

150

Consumer confidenceFinancial accounts


246

486

283

210

441

276

231

233

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Not under-banked

Under-banked

SMChoiceScore

Most average credit inquiries

Average most active users of credit

Best average credit

Lowest average risk

2nd lowest average risk

3rd highest average risk

2nd highest average risk

Highest average risk

Median equivalency score

Online

Offline with advisor

Offline

Tax preparation method

Sent money to another personoutside U.S.

Methods used to pay bills - automaticallydeducted from bank account

Methods used to pay bills - online

Method of transacting

Home improvements - $999 or less

Home improvements - $2,000+

1000 50 200150

99.4%

0.6%

26.0%

62.7%

82.3%

76.7%

17.3%

4.4%

1.4%

0.3%

7.6%

64.0%

16.0%

3.5%

21.0%

39.0%

32.0%

14.0%

4.7%

14.9%

37.5%

42.9%

100 2000 50 150

Summarized Credit Factors

Home expenditures


Level 4 (next 40%)

Level 3 (next 30%)

Level 2 (next 20%)

Level 1 (top 10%)

TGI socio-economic levels354

531

415

312

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150Women's fashion, beauty, and grooming

Women's

Travel

Sports

Special appeal

Science/Technology

Newsweeklies

News

Music

Metropolitan/Regional/State

Men's

Home and home services

Health and Fitness

General editorial

Fishing, hunting, and outdoor recreation

Epicurean

Entertainment

Computers

Child rearing/Parenthood

Business and Finance

Black/African-American

Automotive

Airline/In flight

TV or radio listing - section

Reality shows viewed

Movie listings and reviews - section

Home/Furnishings/Gardening - section

General news - section

Front page - section

Food/Cooking - section

Fashion - section

Entertainment (movies, restaurants, etc.) - section

Editorial - section

Comics - section

Classified - section

Business/finance - section

The Wall Street Journal - Sunday

The New York Times - Sunday

The Wall Street Journal - daily

USA Today - daily

The New York Times - daily

10.0%

33.0%

11.0%

22.0%

39.0%

9.5%

34.0%

32.0%

4.9%

14.0%

11.0%

31.0%

17.0%

52.0%

5.9%

19.0%

28.0%

6.1%

7.2%

33.0%

1.3%

10.0%

19.0%

16.0%

40.0%

23.0%

17.0%

49.0%

55.0%

25.0%

18.0%

35.0%

35.0%

19.0%

7.1%

52.0%

37.0%

34.0%

38.0%

33.0%

26.0%

100 2000 50 150

MagazinesNewspapers


1000 50 200150

227

363

238

321

249

317

363

221

227

207

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Bought tickets once a month or less

Bought tickets 1-4 times a month

Visit a casino

Bought tickets more than once a week

Played weekly drawing

Played instant game

Played daily drawing

Bought tickets

Gaming - State Lottery

Gaming - Casino

Local cable listings channel

Internet

Interactive program guide

Situation comedy shows

Reality shows

News/Documentary shows

Movies

How-to/Instruction shows

General drama shows

Game show/Contest shows

Evening animation shows

Household has pay-per-view TV access

Household has satellite dish

Subscribes to digital cable

Subscribes to cable

Have ever used Video on Demand (VOD)

Bought high-definition discs (Blu-Ray)

Own standalone DVR box

Own DVR built-in to cable/satellite box

Own portable DVD player

Own high-definition TV

Own flat panel - plasma

Own flat panel - LCD

Own big screen projection (42+ inches)

3+ TVs in household

2 TVs in household

1 TV in household

31.0%

32.0%

9.7%

*

35.0%

18.0%

4.9%

44.0%

42.0%

33.0%

41.0%

1.8%

9.8%

67.0%

9.2%

4.8%

27.0%

8.7%

17.0%

73.0%

24.0%

65.0%

79.0%

30.0%

28.0%

6.8%

28.0%

17.0%

74.0%

20.0%

50.0%

12.0%

1.6%

25.0%

72.0%

1000 50 200150

100 2000 50 150

TV viewed

Method to see what’s on TV

TV


K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Jazz music

Classical music

60s to 70s music

Pop music

R&B music

Country music

Hip hop music

Alternative rock music

Easy listening music

80s music

Playing musical instrument

Listening to music

Attended bars/nightclubs/dancing

Attended restaurant (not fast food)

Attended museums

Attended zoo

Attended aquarium

Attended movies

Attended live theater

Attended dance performance

Attended concert

Attended comedy club

Collect any collectible

Collect sports memorabilia/trading cards

Collect ornaments

Collect Disney items

Collect coins

Bought video games

Bought pre-school toys

Bought play sports equipment

Bought infant toys

Bought electronic educational toys

Bought children's books

Bought games and toys

Bought book from Internet

Bought book from book store

Bought book from book club

Bought book

11.0%

27.0%

38.0%

20.0%

14.0%

12.0%

8.5%

16.0%

24.0%

12.0%

8.7%

61.0%

18.0%

66.0%

38.0%

23.0%

10.0%

74.0%

45.0%

13.0%

44.0%

12.0%

28.0%

4.4%

7.8%

1.0%

6.7%

12.0%

12.0%

7.2%

10.0%

4.8%

18.0%

41.0%

30.0%

64.0%

4.3%

82.0%

1000 50 200150

Arts and entertainmentArts and entertainment


1000 50 200150

203

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150Yoga

Weight training

Use cardio machine

Tennis

Swimming

Power boating

Motorcycling

Jogging/Running

Horseback riding

Golf

Fresh-water fishing

Football

Fitness walking

Downhill/Cross country skiing

Camping trips (overnight)

Bowling

Billiards/Pool

Bicycling - stationary

Bicycling - mountain/road

Basketball

Baseball

Backpacking/Hiking

Aerobics

Belong to none of these

Belong to union

Belong to PTA/parents' association

Belong to environmentalist organization

Belong to country club

Belong to church/temple/synagogue

Belong to art associations (museum, symphony, opera, dance)

Belong to American Association of Retired Persons (AARP)

Attend sports events

Tailgating

Reading books

Photography

Painting, drawing, sculpting

Needlework/quilting

Go to beach/lake

Gardening

Education courses

Cooking for fun

Card games

Board games

Bird watching

Antique shopping/shows

12.0%

30.0%

29.0%

17.0%

39.0%

15.0%

1.9%

25.0%

7.7%

27.0%

8.0%

7.1%

52.0%

18.0%

4.6%

11.0%

15.0%

17.0%

22.0%

15.0%

7.0%

17.0%

7.5%

25.0%

3.4%

8.0%

6.1%

25.0%

34.0%

18.0%

33.0%

36.0%

9.0%

63.0%

19.0%

10.0%

8.1%

47.0%

40.0%

11.0%

39.0%

28.0%

27.0%

7.2%

16.0%Sports and fitness participationLeisure activities/hobbies


1000 50 2001501000 50 200150

416

1207

247

371

207

225

219

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Winter Olympics - frequently

Summer Olympics - frequently

NFL post season - frequently

NFL regular season - frequently

College Football post season - frequently

College Football regular season - frequently

NBA post season - frequently

NBA regular season - frequently

MLB post season - frequently

MLB regular season - frequently

NASCAR Racing - frequently

X-Games

WWE

Volleyball

Track and Field

Major League Soccer (MLS)

Skiing

Rodeo

Fishing

Bowling

College Baseball

Indycar series

Attend Sports Events

Tennis

Soccer

Poker Championships

Olympics

National Football League (NFL)

National Basketball Association (NBA)

NASCAR Racing

Major League Baseball (MLB)

Horse Racing

College Football

College Basketball

23.0%

24.0%

27.0%

23.0%

18.0%

19.0%

6.6%

6.7%

18.0%

16.0%

*

4.0%

*

6.7%

4.1%

2.6%

13.0%

2.2%

3.4%

2.1%

4.3%

6.2%

36.0%

26.0%

10.0%

4.3%

58.0%

57.0%

25.0%

6.3%

43.0%

12.0%

36.0%

31.0%

1000 50 200150

100 2000 50 150

Sports watched (TV)Sports interests


248

254

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Households with 3+ vehicles

Households with 2 vehicles

Households with 1 vehicle

Households with no vehicle

Import vehicles

Domestic vehicles

Leased vehicles

Used vehicles

New vehicles

Van - mini

Van - full sized

Upscale - ultra

Upscale - premium

Upscale - near luxury

Upscale - luxury

Traditional car

SUV - upper mid range

SUV - premium large

SUV - pickup

SUV - lower mid range

SUV - large

SUV - entry level

Sports car - upper premium

Sports car - touring

Sporst car - premium

Small car - economy

Small car - budget

Pickup - small

Pickup - full sized

Mid range car - standard

Mid range car - premium

Mid range car - lower

CUV - premium

CUV - mid range

CUV - entry level

Alternate power - hybrid truck

Alternate power - hybrid car

65.3%

9.2%

7.1%

18.4%

71.3%

28.7%

13.9%

35.2%

64.8%

4.9%

0.8%

0.6%

1.2%

11.6%

11.1%

0.5%

1.3%

3.6%

0.2%

5.9%

4.8%

1.9%

2.4%

2.8%

3.6%

3.7%

0.4%

1.8%

3.2%

9.4%

4.1%

3.9%

7.2%

2.5%

3.2%

1.0%

2.2%

1000 50 200150

100 2000 50 150

Vehicle classificationVehicle classification


488

733

721

293

894

625

201

328

310

787

2213

209

265

204

K OJ NI MH LGFEDCBA

7 654321

SRQP


John & Susan





0 50


Index

Mean %12.48%

100 200150

Visited Disney (any Florida)theme parks

Visited theme parks

Foreign travel for vacation

Domestic travel for vacation

Have taken a cruise ship vacationin last 3 years

Like vacations where activities are organized for me

I love the idea of traveling abroad

I prefer traveling in the U.S. as opposed to traveling to foreign countries

Travel

Other

Walk

Bicycle

Motorcycle

Public transportation

Carpool

Car - alone

Work from home

4.6%

12.0%

47.0%

60.0%

25.0%

18.0%

58.0%

36.0%

0.6%

1.5%

0.2%

0.1%

6.8%

6.5%

76.1%

8.2%

100 2000 50 150

Work transportation


248

type a01: american royalty

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