Type C11 Aging of Aquarius - Durango vanguard of the Baby Boom Generation, Aging of Aquarius are now...

Environmentally-responsible

Brand- and store-loyal

Enthusiastic investors

Ethically-responsible

Eclectic shoppers

Well-educated

Cruises

Empty nests

Health-conscious

White collar baby boomers

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

69/71

61/71

11/71

19/71

7/71

16/71

43/71Metropolitan City: Top 10 CBSA Markets

Mark & Kathleen

3.26%2.34%Upscale boomer-aged couples living in city and close-in suburbs

K OJ NI MH LGFEDCBA SRQP

Group C: Booming with Confidence

Type C11: Aging of Aquarius

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Overview

Mark & Kathleen





14131211

The vanguard of the Baby Boom Generation, Aging of Aquarius are now empty-nesting couples between 50 and 65 years old. Most households consist of married couples - more than 80 percent have no children at home - who are finally enjoying the kick-back-and-relax stage of their lives. With their graduate school educations, they earn high incomes at professional and technical positions and often travel for business. Virtually all own older single-family homes in established neighborhoods. Scattered throughout the nation, this segment's members are found in both large metros and mid-sized cities. One sign of their stability is the high percentage who have lived at the same address for over 15 years.

Aging of Aquarius enjoy active leisure lives. They like to exercise at fitness clubs and do non-aerobic sports such as golf, yoga and sailing. They have a cultured streak and enjoy going to plays, museums and antique shows. They also have enough time and money to travel frequently, both domestically and internationally. With their parenting years behind them, these couples relish the opportunity to take cruises, go to casinos and frequent gourmet restaurants.

As shoppers, Aging of Aquarius are both brand- and bargain-sensitive. They patronize all kinds of brick-and-mortar stores, from high-end retailers to discount clubs, and also buy products through catalogs, direct mail and the Internet. Although they buy luxury cars, they're not known as early adopters when it comes to consumer electronics, nor are they fashion-forward. Now approaching retirement age, they're increasingly health-conscious and look for high-fiber foods while avoiding the fast food their kids grew up on. When they shop, they take along coupons clipped from newspapers or downloaded from the Internet.

Aging of Aquarius tend to have eclectic media tastes. They're print fans who read daily newspapers from cover to cover and subscribe to magazines that specialize in business, news and travel. They go online often to track down news, book travel and research medical subjects. Although they dislike commercials, they like watching TV news, medical dramas, crime procedurals and sitcoms. They still maintain their love of music, though these one-time rock 'n' rollers now listen to jazz, classical and easy listening music.

No longer the radicals of their youth, Aging of Aquarius appear to have become their conformist parents. They describe their politics as conservative and align themselves with the Republican Party. They're more liberal regarding environmental issues, however, and worry about pollution. Green products and hybrid cars are popular in this segment.

The evolution of the countercultural generation evident in Aging of Aquarius reflects an economic system that has rewarded these members handsomely. Thanks to their high incomes, they've accumulated large portfolios of investments to fund their retirement. With homes they've owned for many years, they're creditworthy risks for home equity loans, insurance and lines of credit. They carry multiple credit cards and pay off their balances each month - charge card-carrying members of the system they once railed against.

Who we are

With more than 80 percent of household heads between the ages of 50 and 65, Aging of Aquarius are characterized by married couples with high educations. Nearly half of Aging of Aquarius households contain someone with a graduate degree. Most are in the peak of their white-collar careers in public administration, education, health care, law and business. These predominantly white households have grown children, with one in five households containing a young adult.

DescriptionOverview

Demographics and behavior

Mark & Kathleen





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Where we live

One of the more widespread segments, Aging of Aquarius are found throughout the nation in large metros and mid-sized cities. Almost all are homeowners of single-family dwellings typically built in the 1970s and '80s and valued at around $325,000. Many live in settled neighborhoods that are within a reasonable commute to downtown jobs, restaurants and entertainment. These are established neighborhoods where families have watched their children grow up on quiet streets while attending decent schools. Although their homes may be empty nests, Aging of Aquarius members show no sign of moving. A majority have lived at the same address for over 15 years.

How we live our lives

Aging of Aquarius lead comfortable, contented lifestyles. These educated Americans frequent the theater, museums, antique shows and classical music concerts; they're typically among both the donors and audience members. They enjoy a little nightlife, especially dining out and going to casinos.

The generation that helped launch the fitness revolution still likes to exercise, but their favorite sports tend to be non-aerobic: golf, yoga, sailing and power boating. At home, they enjoy sedentary pursuits like reading books, gardening, woodworking, cooking and playing cards.

Like many older segments, Aging of Aquarius love to travel. They like taking cruises - the Caribbean is popular - and are twice as likely as the general population to have recently visited Italy, France and the United Kingdom. They're a strong market for most brands of mainstream and discount hotels and rental cars.

While they may have scorned the materialism of their parents, these boomers are now eclectic shoppers, patronizing upscale chains like Ann Taylor and Nordstrom as well as discount stores like Target, Sam's Club and BJ's Wholesale Club. In addition to brick-and-mortar stores, they shop by catalog, direct mail, the Internet and even TV infomercials. They buy high-end cars, including luxury sedans, SUVs and sports cars. However, in keeping with their environmental sensibilities, they also buy hybrid vehicles.

Aging of Aquarius are omnivorous media fans, embracing both traditional and new media. They read newspapers - virtually every section - and magazines that cover news, business, science and travel. Among their favorite titles: Architectural Digest, Consumer Reports, Food & Wine and Martha Stewart Living. They're fans of primetime TV - especially news, medical and crime dramas and sitcoms - and they watch cable channels like A&E, Lifetime, HGTV, CNN and TCM. However, they're only average radio listeners, though they like sports and music stations. As for the soundtrack to their lives today, it isn't just the classic rock 'n' roll and soul music of their youth. They now listen to classical music, jazz and '50s music.

How we view the world

Aging of Aquarius are progressive in their social views, but their politics have taken a turn to the right. They're almost twice as likely to describe their political outlook as conservative than liberal; indeed, the highest concentration claim to be Republicans. Their youthful rebellion now a fading memory, they're ambivalent about social issues. They describe themselves as spiritual people - members of the global village - with a practical outlook on life and happy with their standard of living.

Aging of Aquarius haven't lost their moral compass, though; they support ethical consumerism and state that companies should be good corporate citizens. They make a conscious effort to recycle and like to buy products in recycled packaging. They believe in equality and support a number of causes financially: health, education, the environment and culture as well as political parties. Many have lost the countercultural fervor to experiment with new ideas and social solutions. They are risk-averse, amiable, intelligent and outspoken but by no means revolutionary.

Description

Mark & Kathleen





14131211

That conservative streak extends to their marketplace behavior. Aging of Aquarius care little about the pursuit of novelty or originality in many of their purchases. They favor traditional clothing styles and are late adopters of most electronics. They are brand- and store-loyal. They only shop for things they need and in stores they really like.

How we get by

Aging of Aquarius have the high incomes and healthy investment portfolios to lead comfortable lifestyles. At their age, they're focused on growing their IRAs and 401(k) retirement accounts through aggressive investing. They're more than twice as likely as average Americans to own stocks, mutual funds, CDs and tax-sheltered annuities. After decades of investing during some of the best bull markets in history, they're nearly four times as likely to have more than $100,000 in mutual funds.

With their high incomes and built-up equity, Aging of Aquarius make a strong credit market. Their wallets bulge with credit cards - for general use, department stores, gas stations and specialty retailers - and they typically pay off their balances each month. They take out home equity loans and establish secured lines of credit. They also make a solid market for life and health insurance, though with their kids grown and out of the house, they've started to cut back the value of their life insurance. To protect all their assets, they're more than twice as likely as the general population to carry umbrella insurance coverage.

Aging of Aquarius tend to be moderate adopters of technology who regard the Internet as a source of news and information. They have an above-average tendency to go online at home, work and hotels when they're on business trips. They use the Internet for utilitarian purposes: to get the latest headlines, book travel arrangements and conduct medical research. Their idea of online entertainment is sending an e-birthday card. Their favorite Websites include CNN, Expedia, Accuweather and MSNBC. They're a mixed audience for online advertising, and use sponsored Websites but ignore email ads. Many acknowledge that their product search results frequently lead to purchases. Today, the Internet is the first place they go for information and it has changed the way they go about investing. Now they can track their portfolios every minute of every trading day.

Description

Digital behavior

Mark & Kathleen





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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

0.2%

1.7%

0.4%

2.1%

0.1%

0.0%

0.0%

1.4%

0.5%

2.7%

0.1%

86.3%

2.7%

2.4%

11.3%

*

*

*

*

*

87.7%

0.9%

2.6%

11.7%

84.5%

0.7%

0.2%

0.2%

0.1%

0.1%

87.7%

12.3%

1000 50 200150

100 2000 50 150

Head of household ethnicityHead of household gender

Who we are

1Included in the overall Hispanic category representation

292

277

Mark & Kathleen





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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

11.5%

26.6%

36.3%

25.6%

20.1%

5.5%

0.6%

0.1%

0.1%

0.1%

0.1%

0.9%

9.3%

14.0%

26.1%

36.5%

14.2%

100 2000 50 150

Household size

Who we are

218

211

Mark & Kathleen





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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

6.7%

3.2%

9.3%

11.1%

18.3%

19.1%

9.9%

8.4%

14.1%

0.0%

0.0%

0.0%

0.0%

1.3%

0.1%

0.6%

0.4%

97.7%

1.8%

5.3%

10.1%

43.8%

14.0%

9.7%

10.0%

5.2%

5.0%

16.7%

13.6%

24.3%

15.9%

6.2%

7.4%

8.9%

4.6%

2.4%

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

216

294

Mark & Kathleen





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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

0.3%

1.0%

98.8%

2.6%

9.8%

11.9%

9.1%

12.8%

15.1%

17.9%

8.2%

5.6%

5.0%

1.2%

0.6%

0.3%

100 2000 50 150

Estimated current home value

Where we live

223

234

250

215

Mark & Kathleen





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0 50


Index

Mean %12.48%

100 200150

Other

Blue Collar

Farm-Related

Sales/Service

Professional/Technical

Retired

9.3%

6.8%

1.9%

38.8%

75.6%

25.1%

4.7%

4.3%

1.1%

20.0%

55.2%

14.7%

48.3%

48.8%

39.7%

32.6%

5.6%

37.4%

28.6%

14.2%

17.5%

2.3%

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

351

203

329

222

217

Mark & Kathleen





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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

29.0%

10.0%

16.0%

26.0%

62.0%

54.0%

31.0%

14.7%

20.8%

14.3%

20.8%

14.4%

9.3%

3.2%

1.5%

0.7%

0.2%

0.2%

0.1%

2.9%

8.6%

6.7%

12.5%

14.7%

19.3%

20.8%

9.7%

1.5%

1.4%

1.1%

0.8%

1000 50 200150

100 2000 50 150

Discretionary spend estimateEstimated household income

What is our financial circumstance

238

312

538

338

352

233

333

401

277

228

210

239

Mark & Kathleen





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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

17.0%

28.0%

38.0%

14.0%

58.0%

5.9%

62.0%

4.8%

3.7%

42.0%

6.1%

5.3%

65.0%

87.0%

75.0%

8.8%

41.0%

1.5%

29.0%

12.0%

27.0%

7.0%

38.0%

34.0%

11.0%

15.0%

54.0%

21.0%

45.0%

24.0%

16.0%

93.0%

100

100

200

200

0

0

50

50

150

150

Consumer confidenceFinancial accounts


221

271

230

230

262

292

223

271

Mark & Kathleen





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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

99.5%

0.5%

21.8%

42.2%

43.0%

31.6%

34.3%

22.1%

8.8%

3.2%

16.0%

54.0%

22.0%

2.5%

29.0%

36.0%

17.0%

17.0%

11.5%

26.6%

36.3%

25.6%

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 levels211

219

217

210

Mark & Kathleen





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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

4.3%

35.0%

8.7%

13.0%

28.0%

11.0%

23.0%

29.0%

2.8%

14.0%

11.0%

37.0%

19.0%

59.0%

8.0%

11.0%

29.0%

4.9%

11.0%

15.0%

2.3%

8.9%

11.0%

22.0%

31.0%

25.0%

24.0%

55.0%

67.0%

31.0%

15.0%

38.0%

35.0%

27.0%

15.0%

41.0%

13.0%

13.0%

13.0%

27.0%

9.8%

100 2000 50 150

MagazinesNewspapers


1000 50 200150

Mark & Kathleen





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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

34.0%

25.0%

14.0%

7.9%

36.0%

16.0%

8.7%

47.0%

37.0%

44.0%

39.0%

4.8%

12.0%

68.0%

14.0%

7.1%

31.0%

4.6%

22.0%

71.0%

23.0%

52.0%

76.0%

26.0%

17.0%

12.0%

27.0%

14.0%

64.0%

17.0%

45.0%

12.0%

5.2%

26.0%

67.0%

1000 50 200150

100 2000 50 150

TV viewed

Method to see what’s on TV

TV


Mark & Kathleen





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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

17.0%

29.0%

47.0%

14.0%

15.0%

27.0%

2.6%

7.9%

39.0%

18.0%

13.0%

70.0%

16.0%

74.0%

39.0%

17.0%

12.0%

69.0%

42.0%

12.0%

40.0%

9.3%

45.0%

3.9%

14.0%

2.3%

14.0%

14.0%

15.0%

7.8%

13.0%

5.6%

21.0%

44.0%

24.0%

51.0%

2.9%

74.0%

1000 50 200150

Arts and entertainmentArts and entertainment


1000 50 200150

Mark & Kathleen





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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

11.0%

20.0%

21.0%

3.6%

34.0%

8.6%

5.4%

11.0%

4.9%

19.0%

9.8%

2.8%

50.0%

3.3%

9.8%

11.0%

13.0%

19.0%

14.0%

6.1%

3.6%

13.0%

10.0%

24.0%

6.4%

1.9%

4.9%

4.3%

39.0%

12.0%

36.0%

23.0%

4.8%

71.0%

24.0%

6.2%

11.0%

43.0%

47.0%

17.0%

40.0%

41.0%

28.0%

20.0%

21.0%Sports and fitness participationLeisure activities/hobbies


1000 50 2001501000 50 200150

204

277

206

Mark & Kathleen





14131211



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%

23.0%

29.0%

31.0%

14.0%

18.0%

6.7%

5.8%

16.0%

16.0%

5.9%

3.5%

1.7%

6.9%

7.6%

1.4%

8.4%

6.6%

4.8%

8.4%

7.6%

10.0%

23.0%

14.0%

5.0%

5.1%

51.0%

44.0%

18.0%

9.5%

34.0%

12.0%

35.0%

22.0%

1000 50 200150

100 2000 50 150

Sports watched (TV)Sports interests


Mark & Kathleen





14131211



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

77.1%

8.8%

4.8%

9.3%

48.8%

51.2%

6.3%

50.3%

49.7%

5.1%

1.7%

0.0%

0.3%

6.2%

4.4%

1.7%

1.0%

0.8%

0.4%

6.0%

3.2%

2.4%

0.6%

3.5%

2.4%

7.2%

1.1%

5.6%

9.9%

14.0%

5.4%

7.0%

2.0%

2.5%

4.1%

0.2%

1.1%

1000 50 200150

100 2000 50 150

Vehicle classificationVehicle classification


257

242

Mark & Kathleen





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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

6.4%

16.0%

33.0%

58.0%

22.0%

19.0%

51.0%

47.0%

0.5%

1.3%

0.3%

0.1%

2.3%

8.7%

82.4%

4.3%

100 2000 50 150

Work transportation


Mark & Kathleen





14131211

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