Prosperous parents
Convenience
Safety-minded
Theme park trips
Conservative natures
Brand-conscious
Well-educated
Family-focused
Suburban
Wealthy
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
7/71
24/71
3/71
2/71
24/71
1/71
30/71Metropolitan City: Top 10 CBSA Markets
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
Overview
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
Kids and Cabernet are middle-aged couples with children living a wealthy, suburban lifestyle in their homes valued at more than twice the national average.
Their neighborhoods are havens for college-educated, white-collar professionals with well-paying jobs in the sciences, education, business and finance. This is a mostly homogeneous segment with a high concentration of whites and an above-average presence of Asians. All are upwardly mobile and trying to provide the best lifestyle possible for their children, and many have only recently settled in their exclusive communities.
Kids and Cabernet lead child-centered lifestyles. The adults spend a lot of their leisure time engaged in athletic activities: playing tennis, golf and racquetball when they're not taking their children swimming, bowling and ice skating. These educated households are well-traveled, and they take long car trips as well as quick vacations to Disney properties and resorts abroad. For date nights, parents enjoy going out to bars, nightclubs, cinemas and pop concerts.
As consumers, these educated and wealthy Americans like to acquire the latest in automotive and consumer technology. They like their products family-sized, preferring SUVs and vans outfitted with amenities such as DVD systems for their frequent trips to athletic fields and school activities. In their homes, they buy multiple gaming consoles and large-screen TVs; they think nothing of dropping $3,000 for a flat-screen TV. They head to club and big-box stores to load up on articles such as games, toys and sporting gear. However, they also look to catalogs and the Internet for the convenience of shopping at home.
The values of Kids and Cabernet are those of busy parents trying to juggle work and families. They try to shield their kids from temptations like junk food and youth-targeted advertising. Yet they also admit that they're not too rigid, and are willing to indulge their kids with treats and extras. While they try to stay fit and work out religiously, they also concede that they often lack time to care for themselves. Though they can afford to buy new fashion every season, they also appreciate a bargain. These households tend to be conservative - whether in dress or their politics - and they're active in local school and church groups that help to support their communities.
Kids and Cabernet live well thanks to $200,000-plus incomes and plenty of investments and insurance to protect their assets. Mindful of caring for their children, they carry high levels of life insurance and invest in 529 College Savings Plans. They also have the credit scores to qualify for home equity loans and secured lines of credit. Their fondness for the Internet sees them doing a lot of their money management online: paying bills, trading stocks and researching other investments.
As media consumers, Kids and Cabernet are mostly wired households who spend increasing amounts of time online. Because of their daily chauffeuring their children to extracurricular activities, they're also confined to their cars for long stretches, and keep their radios tuned to rock and pop stations. They're only moderate TV fans, but they do enjoy primetime sitcoms like “The Office” and “Desperate Housewives”. While they like to read at above-average rates, they're usually selective in their print media, preferring magazines and daily sections dealing with business, health, computers and gourmet food.
Who we are
Kids and Cabernet consist of mostly middle-aged couples living in new-money subdivisions. Many households contain sprawling families with children of all ages, and more than half include dual-income couples. This is one of the most educated segments: nearly three-quarters have someone in the house with a bachelor's degrees; more than 40 percent boast graduate degrees. They generally work as white-collar professionals in the sciences, business, finance and education sectors, though nearly one in five women work as homemakers. While Kids and Cabernet are overwhelmingly white, there is an above-average presence of Asians.
DescriptionOverview
Demographics and behavior
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
Where we live
Kids and Cabernet are a wealthy world of big homes in sprawling suburban subdivisions with values topping $500,000. Nearly every household lives in a recently built single-family home with a multi-car garage and spacious kitchen - their most important room in the house. Many of their homes are located in family-friendly areas near good schools, recreational parks, golf courses and upscale malls. Their neighborhoods tend to be located in the inner-ring suburbs of large metro areas in the Mid-Atlantic and west South Central states. These families are on the classic upwardly mobile track - most have lived at their current address for only five to ten years. Many own timeshares or cottages for when they want to get away from it all.
How we live our lives
Kids and Cabernet lead active lifestyles. They're twice as likely as the general population to enjoy kid-centered pursuits such as going to zoos, museums, state fairs and aquariums. No other segment goes to theme parks, especially Disney properties, more often. Befitting their super-sized families, have high rates for going to club and big-box stores like Costco, BJ's Wholesale Club and Target as well as fun, game and craft purveyors like GameStop, Hobby Lobby, Dick's Sporting Goods and Michaels.
However, it isn't just about the kids. The adults in Kids and Cabernet also have a life, and they enjoy going out to nightclubs, plays, pop concerts, dance performances and all kinds of movies. They still try to stay in shape, and go to country clubs to play golf, tennis, take yoga classes or do weight training.
Kids and Cabernet like their automotive and electronic toys. They own hybrid cars and trucks, mid-range and premium CUVs, SUVs and vans. They lead the nation in owning cars less than three years old. Most of the adults carry handheld digital devices, and many have outfitted their family rooms with top-of-the-line computers, large-screen TVs and game consoles. These consumers are twice as likely as the general population to buy TV sets that are at least 60 inches in size.
Although they're intellectually curious, Kids and Cabernet don't have a lot of time for traditional media. They do read newspapers and magazines more than average, and subscribe to business, epicurean, health and computer publications. On their long commutes and afternoons spent shuttling the kids around, they tune their car radios to classic hits, contemporary hits and easy listening channels. However, they watch only the average amount of TV, preferring primetime fare such as “Grey's Anatomy,” “Desperate Housewives” and “The Office”. More often than not, they're multitasking while they're watching.
How we view the world
In Kids and Cabernet, the kids take precedence. The parents want their children to think they're doing well and are protected from life's difficulties. They try to limit their kids' exposure to junk food and youth-targeted advertising. But they admit there's nothing wrong with indulging their children with fattening foods or little extras from time to time.
Because parents in Kids and Cabernet spend a lot of time juggling their schedules and racing against the clock, they seek to simplify their life with products and services they can depend on. When they buy a new car, which they do every few years, they want something that works for the whole family, with room for hauling sporting equipment and comfortable enough to take on long family vacations. However, they're fanatical about safety, insisting on the latest technology to protect the greatest investment they've ever made: their kids.
Kids and Cabernet are brand-conscious and concerned about appearances - as long as they can get a good deal first. They like to buy new clothes every season, but they describe their style as conservative. And that traditional streak extends to their political views. A majority are Republicans and more than a third describe themselves as somewhat or very conservative. They're involved in their communities; they belong to the PTA, their local church or synagogue and local museums and arts groups.
Description
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
How we get by
Big incomes, big homes, big families - that's the skinny on Kids and Cabernet. With their average incomes topping $200,000, the households have plenty of money to manage and invest. They have high rates for owning common stock, mutual funds and savings bonds. With their sprawling families, they tend to be risk-averse, as reflected in their ownership of varied insurance products - term life, disability, vision care, health and dental. No segment carries more high-value life insurance to protect their offspring - nearly six times the national average - or invests more in 529 College Savings Plans - more than seven times the average.
In this segment, the wallets typically include a number of debit and credit cards, though they prefer to use charge cards that offer cash-back rewards or points for hotel stays and airline tickets. These prosperous parents also have the healthy credit scores that allow them to borrow freely for new cars and home renovations. Computer-savvy, they like to go online to pay bills, trade stocks and monitor the balances of their 401(k)s. When they make charitable donations - which they consider just another kind of investment - they tend to give to health, education and political groups.
The wired households of Kids and Cabernet are twice as likely as average Americans to go online at home and at the office, and they have omnivorous Internet tastes. The adults go online to bank, blog and book travel arrangements. With their busy schedules, they rely on the Internet for comparison shopping when buying cars, searching for jobs and checking out new homes.
However, the many kids in this segment enjoy child-friendly online activities, such as watching videos, listening to music, uploading photos and checking sports scores. Among Kids and Cabernet' favorite Websites are MapQuest, Netflix and Craigslist. They access the Internet from anywhere - home, office, library or hotel - using desktops, laptops or cell phones. Compared to the general population, they're twice as likely to use a wireless connection. They concede that they often go to sponsored Websites and click on links that ultimately lead them to make purchases. More than most segments, they have enthusiastically embraced the Internet's commercial applications, especially to buy toys, gifts, sports equipment and clothing.
DescriptionOverview
Digital behavior
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
The Internet has changed the way Iget information about products and services
Internet activity - above average
Internet activity - below average
Early adopter - above average
Early adopter - below average
Psychographic scales
I love to buy new gadgets and appliances
I try to keep up with development in technology
I like the idea of digital TV
I’m always the first among my friends tohave the latest in electronic equipment
Technology
When I need information the first place I lookis the Internet
I spend less time reading newspapers in print because of the Internet
The Internet has had no impact on my life
The Internet has increased my desireto learn/search for information
The Internet has become a primary source ofentertainment for my family
The Internet has changed the way I shopfor products/services
The Internet has become a new way forme to socialize or meet people
It's safe to make purchases online
I like to hear about new products andservices via e-mail
I tend to trust the information onWebsites that I have heard a lot about
I go back to Websites that make iteasy to find what I need
I am doing more of my shopping on theInternet than before
I get more and more of my news from theInternet
I like to go to Websites that I have neverbeen to before
I like Websites that show me localinformation
I like Websites that take special care toprotect my privacy
Internet attitudes
Tax preparation method - online
Method used to pay bills - online
Often click on e-mail ads
Often click banner ads
Use Internet at work (excluding e-mail)
Online 25+ times/week at home (excluding e-mail)
Use Internet at home (excluding e-mail)
First subscribed to online/Internet service 6+ years ago
Subscribe to online/Internet service
Lifestyles and InternetInternet usage
What is our digital life
34.0%
13.0%
13.0%
22.0%
28.0%
56.0%
62.0%
12.0%
78.0%
44.0%
9.0%
69.0%
22.0%
77.0%
12.0%
88.0%
69.0%
20.0%
57.0%
88.0%
54.0%
63.0%
35.0%
80.0%
92.0%
21.0%
50.0%
5.8%
7.0%
53.0%
43.0%
93.0%
38.0%
82.0%
1000 50 200150 1000 50 200150
203 214
215
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
Reference
Institutions
Education
Webcams
Web development
Software
Social networking and forums
Search engines
Portal frontpages
Paid to surf
Internet advertising
Hosting and domain registration
Hardware
Graphics and clip art
e-mail services
e-greetings
Computers and Internet
Organizations
Telecommunications
Stocks and shares
Real estate
Marketing
Legal
IT and Internet
Insurance
Freight and storage
Employment and training
Electronics
Business information
Business directories
Building and construction
Banks and financial institutions
Business and finance
Aviation - commercial airlines
Motorsport
Dealerships
Classifieds
Automotive
1000 50 200150
Community Websites
Computers and Internet Websites
Education Websites
Automotive Websites
Aviation Websites
Business and Finance Websites
What is our digital life
1000 50 200150
211
209
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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 200150Women's sites
Religion
Politics
Men's sites
House and garden
Fashion
Family
Environment
Dating
State
Federal
Government WebsitesGovernment
Health and Medical Websites
Lotteries
Games
Restaurants and catering
Lifestyle and reference
Brands and manufacturers
Wrestling
TV
Radio
Photography
Personalities
Multimedia
Movies
Lifestyle Websites
Entertainment Websites
Food and Beverage Websites
Gambling Websites
Mobile phones
Humor
Games
Competitions
Books and writing
Arts
Animation and comics
Entertainment
What is our digital life
Children's sites
Blogs and personal websites
Lifestyle
Wellbeing
Pharmacies
Information
Health insurance
Health and medical
1000 50 2001501000 50 200150
222
211
254
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
Tennis
Motorsport
Horse racing
Golf
Football
Fishing
Fantasy
College
Basketball
Baseball
Sports
Wholesale and relationship sales
Video and games
Toys and hobbies
Ticketing
Sport and fitness
Rewards and directories
Office supplies
Music
Intimate apparel and accessories
House and garden
Health and beauty
Flowers and gifts
Department stores
Computers
Classifieds
Books
Sport Websites
Music Websites
News and Media Websites
Shopping and Classifieds Websites
What is our digital life
Automotive
Auctions
Appliances and electronics
Apparel and accessories
Shopping and classifieds
Weather
IT media
Community directories and guides
Broadcast media
News and media
Music
100100 00 5050 200200 150150
204
208
230
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
Text messaging
Camera/Picture
Camcorder
Bluetooth
Prepaid plan
Device owned - iPhone
Device owned - Blackberry
Use for personal
Use for business
Mobile phone
1000 50 200150
100 2000 50 150
Travel Websites
What is our digital life
Transport
Maps
Destinations and accommodation
Cruises
Agencies
69.0%
40.0%
78.0%
20.0%
41.0%
2.7%
5.2%
14.0%
71.0%
24.0%273
306
242
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
Telemarketing and direct mail receptive
E-mail and direct mail receptive
E-mail and telemarketing receptive
Direct mail only receptive
Telemarketing only receptive
E-mail only receptive
It's all in the name
A penny saved, a penny earned
Work hard, play hard
Stop and smell the roses
Look at me now
On the road again
Never show up empty-handed
No time like the present
Go with the flow
Show me the money
Buy American
Interest in TV advertising
Interest in radio advertising
Interest in newspaper advertising
Interest in magazine advertising
Interest in Internet advertising
100 2000 50 150
SMTrueTouch
How we prefer communications
Own alternate power - hybrid truck
Own alternate power - hybrid car
Donate to environmental charities
Belong to environmentalist organization
Visit environmental Websites
Green preferences
I would be prepared to pay more forenvironmentally-friendly products
All products that pollute the environmentshould be banned
I buy products that use recycled paper
People have a duty to recycle
People have responsibility to userecycled products
Attitudes/opinions
True Browns
Potential Greens
Think Greens
Behavioral Greens
100 2000 50 150
SMGreenAware
How Green we are
0.5%
1.0%
6.1%
3.0%
44.0%
40.0%
47.0%
70.0%
63.0%
15.4%
3.8%
36.0%
44.8%
0.1%
6.7%
0.3%
6.2%
0.0%
86.7%
60.9%
9.4%
91.9%
11.9%
63.0%
31.7%
0.2%
76.1%
35.2%
8.1%
0.3%
3.2%
1.6%
43.1%
2.1%
4.4%
360
755237
404
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
Active health management - above average
Active health management - below average
Health and image leader - above average
Health and image leader - below average
Psychographic scales
Health and fitnessMagazines
Exercised 3+ times per week
Exercised twice per week
Exercised once per week
Exercised at YMCA/YWCA/other facility
Exercised at private club
Exercised at home
Exercise regularly
Yoga
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
22.0%
10.0%
13.0%
25.0%
23.0%
54.0%
12.0%
6.5%
21.0%
34.0%
34.0%
75.0%
18.0%
37.0%
35.0%
23.0%
62.0%
17.0%
3.6%
32.0%
10.0%
32.0%
17.0%
12.0%
55.0%
17.0%
20.0%
41.0%
26.0%
24.0%
31.0%
22.0%
16.0%
20.0%
16.0%
1000 50 200150
Physical fitness programsSports and fitness participation
How we maintain healthy lifestyles
1000 50 200150
203
255
218
348
245
253
295
210
226
319
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
I gather health information from Websites
Health information put out by pharmaceuticalcompanies is credible and useful
I am comfortable registering on a Websitewhich consistently offers useful information
about my particular health condition
There’s not much point taking non-prescriptionmedicines since they don’t really work
I frequently take preventative medicine
I always try to eat healthy foods andmaintain a balanced diet
I have regular medical check-upseven if I’m not ill
I look for organic/natural foods whenshopping for food
I like the trend towards healthier fast food
I usually only snack on healthy foods
Usually I am quick to try a new nutritionalproduct
Nutritional value is the most important factorin what foods I eat
About food
Health and medicine
I’m usually the first to try a new healthfood
I don’t often have the time to prepare/eathealthy meals
My friends often ask my advice about healthand nutrition
I make sure I exercise regularly
I consider my diet to be very healthy
I will spend whatever I have to, to make myselflook younger
I’ll pay just about anything when it concernsmy health
1000 50 200150100 2000 50 150
How we maintain healthy lifestyles
Shopping and classifieds - sport and fitness
Shopping and classifieds - health and beauty
Health and medical - wellbeing
Health and medical - pharmacies
Health and medical - information
Health and medical - health insurance
Health and medical
Category of Websites visited
Diet and health
63.0%
21.0%
21.0%
3.6%
24.0%
63.0%
66.0%
32.0%
73.0%
34.0%
25.0%
54.0%
12.0%
48.0%
26.0%
58.0%
54.0%
8.4%
42.0%
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
Higher purchase propensity
Lowest purchase propensity
Purchase propensity
Higher consumer confidence
Lowest consumer confidence
Consumer confidence
Charities: social services/welfare
Charities: religious
Charities: private foundations
Charities: political
Charities: health
Charities: environmental
Charities: education
Charities: arts/culture and humanities
Contribute to charitiesContributions
Any liberal - someone in household
Any conservative - someone in household
Very liberal - someone in household
Somewhat liberal - someone in household
Middle of the road - someone in household
Somewhat conservative - someone in household
Very conservative - someone in household
Political outlook
Republican - someone in household
Independent/other - someone in household
Democrat - someone in household
Non-registered - someone in household
Republican - head of household
Independent/other - head of household
Democrat - head of household
Non-registered - head of household
4.7%
37.0%
6.2%
4.3%
32.0%
60.0%
16.0%
16.0%
35.0%
6.1%
43.0%
15.0%
90.0%
23.0%
47.0%
8.6%
15.0%
27.0%
36.0%
11.0%
75.3%
17.1%
17.1%
16.3%
70.0%
12.2%
11.2%
6.7%
1000 50 200150100 2000 50 150
Party affiliation
How we view the world
320
294
277
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
A sport utility vehicle matches my active lifestyle
I normally buy cars brand new
I prefer driving a luxury vehicle
American auto manufacturers are producingmuch better cars than they did 10 years ago
Foreign cars are higher qualitythan American
Friends and family always ask my adviceon what car they should buy
Owning a foreign car is much more prestigious than owning an American car
I like to get a new car every two orthree years
A designer label improves aperson's image
I am usually the first among my friendsto try new clothing styles
Most everything I wear is of thehighest quality
I like to keep up with the latest fashions
Fashion magazines help me determinewhat clothes to buy
Apparel
Internet activity - above average
Internet activity - below average
Active health management - above average
Active health management - below average
Health and image leader - above average
Health and image leader - below average
Tech shy - above average
Tech shy - below average
Early adopter - above average
Early adopter - below average
Investment leader - above average
Investment leader - below average
Informed shopper - above average
Informed shopper - below average
Impulse shopper - above average
Impulse shopper - below average
1000 50 200150
100 2000 50 150
Automobiles
Psychographic scales
How we view the world
46.0%
61.0%
41.0%
51.0%
43.0%
19.0%
22.0%
22.0%
11.0%
7.9%
36.0%
33.0%
10.0%
34.0%
13.0%
22.0%
10.0%
13.0%
25.0%
16.0%
26.0%
13.0%
22.0%
26.0%
24.0%
24.0%
15.0%
21.0%
15.0%
215
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
I am interested in other cultures
It's worth paying extra for quality goods
I am interested in international events
I would like to set up my own businessone day
I consider myself interested in the arts
I want to get to the very top in my career
Money is the best measure of success
I enjoy taking risks
General attitudes
I look for organic/natural foods whenshopping for food
I like the trend towards healthierfast food
I usually only snack on healthy foods
I am usually the first among my friendsto try new food products
Usually I am quick to try a new nutritionalproduct
I try to eat gourmet food whenever I can
Nutritional value is the most important factorin what foods I eat
I enjoy eating foreign foods
100 2000 50 150
About food
How we view the world
I’m usually the first to try a new health food
I don’t often have the time to prepare/ eathealthy meals
My friends often ask my advice about healthand nutrition
I make sure I exercise regularly
I consider my diet to be very healthy
I will spend whatever I have to, to make myselflook younger
I’ll pay just about anything when it concernsmy health
Diet and health
I gather health information from Websites
Health information put out by pharmaceuticalcompanies is credible and useful
I am comfortable registering on a Website which consistently offers useful information
about my particular health condition
There’s not much point taking non-prescriptionmedicines since they don’t really work
I frequently take preventative medicine
I always try to eat healthy foods andmaintain a balanced diet
I have regular medical check-upseven if I’m not ill
Health and medicine
1000 50 200150
63.0%
21.0%
21.0%
3.6%
24.0%
63.0%
66.0%
71.0%
76.0%
62.0%
40.0%
54.0%
38.0%
20.0%
49.0%
32.0%
73.0%
34.0%
17.0%
25.0%
21.0%
54.0%
64.0%
12.0%
48.0%
26.0%
58.0%
54.0%
8.4%
42.0%
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
I rely on magazines to keep meinformed
I don’t like advertising in general
I rely on newspapers to keep meinformed
I often pay attention to the commercialsthat play along with the movie previews
in the movie theater
Media
100 2000 50 150
How we view the world
It's safe to make purchases online
I like to hear about new products andservices via e-mail
I tend to trust the information onWebsites that I have heard a lot about
I go back to Websites that make iteasy to find what I need
I am doing more of my shopping on theInternet than before
I get more and more of my news from theInternet
I like to go to Websites that I have neverbeen to before
I like Websites that show me localinformation
I like Websites that take special care toprotect my privacy
InternetThe Internet has changed the way I
get information about products and services
When I need information the first place I lookis the Internet
I spend less time reading newspapers in print because of the Internet
The Internet has had no impact on my life
The Internet has increased my desireto learn/ search for information
The Internet has become a primary source ofentertainment for my family
The Internet has changed the way I shopfor products/ services
The Internet has become a new way forme to socialize or meet people
Lifestyles and Internet
I love to buy new gadgets and appliances
I try to keep up with developmentsin technology
I like the idea of digital TV
I’m always the first among my friends tohave the latest in electronic equipment
Technology
My friends and acquaintances look to meto organize our activities
Social interaction
1000 50 200150
28.0%
56.0%
62.0%
12.0%
52.0%
78.0%
44.0%
9.0%
69.0%
22.0%
77.0%
12.0%
88.0%
25.0%
45.0%
47.0%
39.0%
69.0%
20.0%
57.0%
88.0%
54.0%
63.0%
35.0%
80.0%
92.0%
214
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
I like to change brands often for the sake ofvariety and novelty
If I see a brand name in a movie, I am more likely to buy product in store/online
I really enjoy any kind of shopping
Price isn’t the most important factort is getting exactly what I want
I often go out of my way to find new storesto shop at
I tend to buy things spur of the moment
I prefer shopping at specialty stores becausethey tend to carry the best brands
I am willing to travel up to an hour or more toshop at my favorite stores
I tend to spend long periods of timein a store browsing
I often use the Internet to help planmy shopping trips
I prefer to go to shopping alone
I am usually the first among my friendsto shop at a new store
I especially enjoy shopping with someoneof the opposite sex
I go shopping frequently
I will buy products from stores that don’t specialize in those products because of price
Even when I do not purchasesomething, I enjoy shopping
My friend’s opinion of a storeinfluences whether I shop there
Coupons draw me to stores I don'tnormally shop in
I rarely go shopping
I usually only shop at favorite storesbecause I know they have brands I like
When I shop I visit a variety of stores
100100
00
5050
200200
150150
Shopping
Shopping
How we view the world
Investing in the stock market istoo risky for me
I leave the financial arrangementsin our home to someone else
I feel financially secure
My friends or associates often ask formy advice in financial matters
I’ll pay any price for good financial advice
Financial security after retirement is theresponsibility of each individual
I often prefer to pay cash for things I buy
I read the financial pages of my newspaper
I find advertising for financial servicesto be interesting
Personal finance
14.0%
8.8%
21.0%
44.0%
3.6%
33.0%
25.0%
15.0%
24.0%
34.0%
52.0%
5.0%
12.0%
31.0%
56.0%
33.0%
28.0%
29.0%
42.0%
78.0%
48.0%
22.0%
27.0%
52.0%
20.0%
16.0%
84.0%
34.0%
40.0%
12.0%
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
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite
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
Shopped at shopping mall
Shopped office supply/computer store
Shopped home improvement store
Shopped home furnishing andhouseware store
Shopped home electronics store
Shopped convenience stores
Shopped drug stores
Reason used coupon - try new product
Reason used coupon - save money
Used coupon from Internet or e-mail
Used coupon from being handed outin or near stores
Used coupon from in or on packages
Used coupon from magazines
Used coupon from other newspaperinserts/advertisements
Used coupon from color leafletsinserted in newspapers
Toys/games - catalog purchase
Sporting goods - catalog purchase
Gifts - catalog purchase
Electronics/appliances - catalog purchase
Computer products - catalog purchase
Women's apparel - catalog purchase
Men's apparel - catalog purchase
Bought anything from catalog
I have used an on-shelf coupon machine
I prefer to buy things that my friends orneighbors would approve of
1000 50 200150
100 2000 50 150
ShoppingShopping
How we view the world
63.0%
46.0%
68.0%
41.0%
41.0%
44.0%
85.0%
21.0%
64.0%
25.0%
34.0%
41.0%
25.0%
33.0%
50.0%
10.0%
4.7%
13.0%
2.2%
5.3%
18.0%
15.0%
55.0%
54.0%
8.2%
K OJ NI MH LGFEDCBA
7 654321
SRQP
Type A03: Kids and Cabernet
Scott & Karen
1.27%0.96%Prosperous, middle-aged married couples with children living child-focused lives in affluent suburbs
Group A: Power Elite