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A B C D E F G H

1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Overview
Key Traits
Affluent Urban hip Socially active Vogue New product adopter Progressive Quality products Recycler Global sensibility Internet utilitarian

Rankings
Metropolitan City: Top 10 CBSA Markets Internet: Changed the Way I Shop for Products/Services GreenAwareSM: Behavioral Greens Exercise: Regularly Income: Estimated Household Age: Head of Household Children: Presence 2/71 15/71 10/71 4/71 6/71 49/71 53/71

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Overview

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Description
Overview
Jet Set Urbanites are a collection of in-town sophisticates who are an affluent mix of singles and couples pursuing high-rise lifestyles. These residents, mostly childless individuals mainly in their 50s and 60s, have graduate degrees and high incomes from white-collar professions in business, education and science. However, they also pay plenty to live in the apartments, condos and co-ops in some of the country's priciest city real estate, in cities like New York, Chicago and San Francisco. Among these households, there's an above-average presence of foreign-born people from Asian and Caribbean countries. But unlike those who live in the ethnic gateways of many big cities, Jet Set Urbanites are settled in fairly stable areas. Jet Set Urbanites take advantage of their urban landscape. They're performing arts fans who patronize the theater, dance performances and a range of musical concerts. They like nightlife and enjoy going to comedy clubs, movies and ethnic restaurants. These workaholics try to stay fit, by working out in home gyms and private clubs where they do aerobics, cardio machines and weights. They like to take clients and dates to sports events, particularly professional baseball and basketball games. To get away from it all, they routinely travel to foreign settings where they enjoy museums, restaurants and exclusive hotels. As shoppers, Jet Set Urbanites are anything but shop-'til-you-drop fashionistas. They do not patronize department stores, preferring more intimate and upscale specialty shops. Because many lack cars, they tend to buy clothes from catalogs, TV shopping networks and online Websites. They own stocks and mutual funds, but they are not yet ready to shift their investments to safer bonds or CDs for their retirement nest egg. Philanthropic and progressive, they support a range of non-profit groups and are generous with their money, especially for charities involved with health issues, the environment, the arts and public broadcasting. Jet Set Urbanites are classic urban liberals. They're overwhelmingly Democratic in their political affiliation, and they support a progressive social agenda. They describe themselves as risk-takers who like to sample new products and fashion, experimenting with different styles and exotic cuisines. They have enough money to indulge their tastes, and they don't mind paying for high-quality brands. But they also care about environmental issues, and they tend to recycle, buy organic foods and look for smart green products. Jet Set Urbanites have evolving media tastes. These educated Americans remain big fans of newspapers, particularly for the coverage of news, business, fashion and travel. They tune in to radio stations every day for news and news/talk programming. However, they are only a modest TV market, reflecting their desire to get out of their condos and apartments to sample the entertainment of the city rather than watch it on the small screen. But they do like primetime sitcoms and reality shows, and they make a strong market for premium cable channels like HBO and Showtime. For these Americans, the Internet has become an essential tool. Besides going online for utilitarian purposes - banking, doing research for work, making travel plans - they head for Websites to read magazines, join chat forums and look up movie reviews. They now also use the Internet as another media channel to watch TV shows and listen to radio stations. While they're a tough audience for advertising, they are moderately receptive to email ads and banners on Web pages. They appreciate the convenience and ability to comparison shop that the Internet offers. Who we are Jet Set Urbanites is one of the wealthiest singles segments in the nation, but it stands out for consisting of singles and childless couples in their 50s and 60s living in urban settings. With their impressive educations - nearly half of household heads have a graduate degree - these professionals earn good salaries in business, science, education and the hospitality industry. There is significant diversity in the Jet Set Urbanites, including above-average concentrations of immigrants from Asian and Caribbean countries.

Demographics and behavior

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Description
Where we live Most of the members of Jet Set Urbanites live in a vertical world of high-rise apartments, condominiums and offices. These wealthy singles and couples gravitate to the downtown centers of the nation's largest metros - typically in New York and California. Their high rises were built throughout the last century, and they are evenly divided between renters and homeowners. At over $700,000, home values are near the top and are more than three times above the national average. Whether they're renting or buying, Jet Set Urbanites pay steep prices for living among the skyscrapers. A stable segment, these established households have only average rates of mobility. How we live our lives Jet Set Urbanites lead hip, urban lifestyles. Their child-free status affords them plenty of disposable cash for travel and entertainment. They attend cultural events such as live theater, movies, standup comedy shows, dance performances and concerts - whether the music is classical, Broadway show tunes or jazz. These middle-aged and older singles and couples like to stay fit, and they work out at home or go to a private club for aerobics, cardio work, lifting weights or playing tennis. To splurge, they'll go to a professional baseball or basketball game. Despite their high incomes, Jet Set Urbanites are not big fans of shopping. They avoid many department stores in favor of upscale retailers and boutiques. They do buy consumer electronics items like handheld devices and MP3 players, and they're willing to spend more than $2,000 on a high-definition TV set. With most Jet Set Urbanites living in urban areas, they have low rates for owning cars. Many commute to jobs in buses, subways and taxis, and they make a strong audience for ads in public venues. With their diverse ethnicities, Jet Set Urbanites are freewheeling travelers. Nearly nine out of ten travel to foreign destinations each year, including Europe, Mexico, South America and Australia They like to experience distant countries and cultures. They're likely to visit relatives, stay with friends they have met and vacation in upscale hotels. They're comfortable with all modes of travel - plane, boat, bus and rail. The Jet Set Urbanites represents a mixed media market. They like to read newspapers (nearly all subscribe to the New York Times), first pouring over the sections covering business, fashion, general news and travel. They have above-average rates for subscribing to magazines, particularly science, epicurean, business and travel titles. Many keep their radios tuned to all-news stations during their treks to work. However, so many residents spend their free time out of their apartments that they're only average consumers of TV, preferring sitcoms, reality shows and crime dramas and cable networks like MSNBC, CNN, HBO and Showtime. New media has taken hold among Jet Set Urbanites, however, and increasingly they go online to listen to music, read newspaper and magazine sites and research products and services. How we view the world Urbane and educated, Jet Set Urbanites are savvy, progressive sophisticates. I like to travel the unbeaten path, they say. They're into the arts, like to try new products and describe themselves as risk-takers. They have a global sensibility, and are interested in other cultures and international events. They're open to different kinds of people. Politically liberal, these Americans are strong supporters of the Democratic Party and progressive social values. They're all for helping the disadvantaged; they also support social tolerance issues.

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Description
Jet Set Urbanites think it's important to keep up their appearance and they spend a fair amount of time and money keeping fit, staying young and dressing well. They value high-quality brands and don't mind paying more for something that will last. They tend to be early adopters in food and clothing; they experiment with new fashion and check out new foreign foods. They buy organic and spicy foods and they're willing to splurge on gourmet cuisine. However, they don't let their curiosity or fashion sense get in the way of their political views; they describe themselves as greens who believe in recycling, buying local and organic products whenever possible and pursuing a sustainable lifestyle. They're proud of the smaller carbon footprint they have because they take public transit and do not own a car. How we get by With an average income of more than $145,000, Jet Set Urbanites are considered well-off. But the segment's income ranks one rung down from American Royalty lifestyles. Nevertheless, they're a solid market for financial products. They're twice as likely as average Americans to own stocks, mutual funds and money market accounts. And they tend to have over $100,000 in their diversified portfolios. They have above-average rates for owning CDs, but only average rates for carrying debit and credit cards - which they pay off monthly - and they have little interest in savings bonds or tax-sheltered annuities. They maintain cash management accounts but are only moderate users of instruments like 401(k)s and IRAs. Jet Set Urbanites don't care too much about playing it safe when it comes to insurance. They carry only average levels of health, property and life insurance. They're a little more interested in whole-life policies and umbrella coverage, but not much else. Now in their peak earning and spending years, they seem less interested in saving or protecting their assets, and more interested in giving money away. These philanthropic households donate to groups involved in health, the environment, the arts, education and public broadcasting.

Digital behavior

Jet Set Urbanites are active online users. They go online to bank, make travel plans and manage their investment portfolios, and they regularly telecommute to their offices, making use of webcams, email and business accounting software. Most of their media interests have been transferred to the Internet and that's helped them get out from underneath the piles of newspapers and magazines that used to accumulate in their apartments; they now log on to read newspapers and magazines, check out movie reviews and monitor weather reports. For entertainment, they like to download music, listen to Internet radio stations and join chat forums. Among their favorite Websites: Facebook, Wikipedia and Netflix. Though they like to shop online, they're only moderately receptive to email and Web page ads.

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Who we are
Head of household gender
Female Male

Head of household ethnicity


36.3% 63.7%
African American Asian Caucasian

2.3% 237 8.2% 74.7% 0.0% 5.9% 3.3% 1.5% 0.0% 0.3% 0.0% 5.4% 0.8% 5.4% 0.9%
0 50 100 150 200

Head of household age


Age 19-24 years Age 25-30 years Age 31-35 years Age 36-45 years Age 46-50 years Age 51-65 years Age 66-75 years Age 76+ years

0.7% 2.4% 5.2% 23.6% 13.7% 38.6% 9.9% 5.8%

Native American Hispanic Hispanic - Caribbean Hispanic - Mexico Hispanic - Central American Hispanic - South American Hispanic - European
1 1 1 1 1

Assimilated - English speaking Bilingual English


2 3

Family structure
Married with kids in household Married without kids in household Single male head with kids Single female head with kids Single male head without kids Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Bilingual Native

5.7% 30.8% 0.3% 0.8% 368 311 23.9% 17.4% 0.3% 20.8%
0 50 100 150 200

Unassimilated - do not speak English

Single female head without kids Unknown marital status with kids Unknown marital status without kids

Mean % 12.48%

Included in the overall Hispanic category representation Bilingual English - prefer English, but speak native language 3 Bilingual Native - prefer native language, but know English
2

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Who we are
Household size
1 person in household 2 persons in household 3 persons in household 4 persons in household 5+ persons in household

59.2% 22.8% 9.0% 4.3% 4.7%

Children
Presence of a child Presence of a child 0-3 years Presence of a child 4-6 years Presence of a child 7-9 years Presence of a child 10-12 years Presence of a child 13-18 years

7.1% 2.2% 2.2% 1.7% 1.0% 2.3%

Additional adults in household


Presence of an aged parent in household Presence of a young adult in household

5.1% 3.6%

TGI socio-economic levels


Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Level 1 (top 10%) Level 2 (next 20%) Level 3 (next 30%) Level 4 (next 40%)
Mean % 12.48%

11.8% 33.3% 25.7% 29.0%


0 50 100 150 200

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Where we live
Length of residence
1 year or less 2-3 years 4-5 years 6-7 years 8-9 years 10-14 years 15-19 years 20-24 years 25+ years

Type of property
15.6% 14.2% 16.2% 12.6% 9.0% 11.2% 10.6% 3.5% 7.2%
Single family dwelling Multiple family dwelling: 2 units Multiple family dwelling: 3 units Multiple family dwelling: 4 units Multiple family dwelling: 5-9 units Multiple family dwelling: 10-19 units Multiple family dwelling: 20-49 units Multiple family dwelling: 50-100 units Multiple family dwelling: 101+ units

1.9% 1.8% 3.6% 1.1% 5.0% 445 569 802 1134 11.1% 15.7% 17.0% 42.7%

Urbanicity
Average household density
1

Year property built


10.5% 816 78.4% 8.9% 1.5% 0.3% 10.4% 0.1% 0.1% 0.0%
0 50 100 150 200 1999 to current 1995-1998 1990-1994 1980-1989 1970-1979 1960-1969 1950-1959 1940-1949 1939 or earlier 0 50 100 150

14.3% 3.3% 3.4% 9.9% 9.4% 18.5% 4.5% 8.1% 222


200

Metropolitan city - top 10 CBSA markets Metropolitan city - next 25 CBSA markets Metropolitan city - next 50 CBSA markets Metropolitan city - balance CBSA markets Suburban city style Suburban non-city style Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Rural city style Rural non-city style

28.6%

Mean % 12.48%
1

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

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

Where we live
Estimated current home value
Less than $50,000 $50,000-$74,999 $75,000-$99,999 $100,000-$149,999 $150,000-$174,999 $175,000-$199,999 $200,000-$249,999 $250,000-$299,999 $300,000-$349,999 $350,000-$399,999 $400,000-$499,999 $500,000-$749,999 $750,000+

0.0% 0.2% 0.0% 0.9% 0.7% 1.4% 4.0% 5.6% 8.8% 241 301 536 1292 9.4% 14.4% 24.5% 30.1%

Home ownership
Homeowner Renter Unknown Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

37.1% 241 49.7% 13.2%


0 50 100 150 200

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

How we get by
Head of household's education
Less than High School High School diploma Some College Bachelor's degree Graduate degree

Head of household's occupation


3.2% 3.4% 11.5% 209 448 34.2% 47.8%
Retired Professional/Technical Sales/Service Farm-Related Blue Collar Other

14.3% 268 66.6% 15.4% 0.0% 2.1% 1.7%

Someone in household's education


Less than High School High School diploma Some College Bachelor's degree Graduate degree 0 50 100 150

4.8% 5.3% 17.2% 42.8% 362


200

Someone in household's occupation


Retired Professional/Technical Sales/Service Farm-Related Blue Collar Other 0 50 100 150 200

22.7% 206 71.7% 19.4% 0.0% 2.7% 3.2%

53.1%

Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

What is our financial circumstance


Estimated household income
Less than $15,000 $15,000-$24,999 $25,000-$34,999 $35,000-$49,999 $50,000-$74,999 $75,000-$99,999 $100,000-$124,999 $125,000-$149,999 $150,000-$174,999 $175,000-$199,999 $200,000-$249,999 $250,000+ 0 50 100 150

Discretionary spend estimate


2.8% 2.3% 2.0% 3.9% 10.4% 11.1% 9.4% 8.1% 4.6% 489 638 922
200 $888-$6,000 $6,001-$7,500 $7,501-$8,000 $8,001-$9,500 $9,501-$11,000 $11,001-$13,000 $13,001-$16,000 $16,001-$19,000 $19,001-$23,000 $23,001-$26,000 $26,001-$32,000 $32,001+

0.2% 3.3% 1.2% 2.3% 4.5% 6.1% 6.0% 13.3% 9.7% 7.6% 295 578 15.3% 30.7%

9.7% 15.6% 20.1%

Banking and investments


Non-interest-bearing Checking account(s) Interest-bearing Checking account(s) Savings account(s) Savings certificates CD - long term

34.0% 52.0% 47.0% 14.0% 7.1% 517 22.0% 30.0%


0 50 100 150 200

Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Savings certificates CD - short term Cash Management account(s) Debit card/Electronic Funds Transfer

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

What is our financial circumstance


Financial accounts
Have credit cards Use credit cards Have Auto loan(s) for new car Have Home Mortgage (first) Have Home Equity loan Have Mutual Fund - Brokerage accounts Own U.S. Savings Bonds Own other Bonds Own Money Market Own Mutual Funds Own common or preferred stock in company worked for Own common stock in any other company Own Keogh/SEPP IRA/Pension Own 401(k) Own 529 College Savings Plan Own IRA Own tax shelter annuities Own any investments Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Consumer confidence
89.0% 16.0% 16.0% 27.0% 12.0% 221 54.0% 6.6% 8.1% 239 35.0% 32.0% * 201 398 20.0% 16.0% 27.0% * 27.0% * 60.0% 58.0% 48.0%
0 50 100 150 200 Lowest consumer confidence Higher consumer confidence

7.9% 4.7%

Purchase propensity
Lowest purchase propensity Higher purchase propensity

49.0% *

Economic outlook
Expect to spend a lot less 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 more on household essentials (i.e. food, gas, etc) in next year I think that i am worse off financially now than a year ago I think that I am better off financially now than a year ago I expect the American economy will be worse off in the coming year I expect the American economy will be better off in the coming year Likely to buy a big ticket item in next 30 days 0 50 100 150 200

* 62.0% * 54.0% 14.0% 40.0% 28.0% 18.0%

Homeowners' insurance Life insurance

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

What is our financial circumstance


TGI socio-economic levels
Level 1 (top 10%) Level 2 (next 20%) Level 3 (next 30%) Level 4 (next 40%)

Median equivalency score


11.8% 33.3% 25.7% 29.0%
Highest average risk 2nd highest average risk 3rd highest average risk 2nd lowest average risk Lowest average risk

0.6% 2.5% 6.5% 33.3% 395 57.1%

Home expenditures
Home improvements - $2,000+ Home improvements - $999 or less

* 15.0%

Summarized Credit Factors


Best average credit Average most active users of credit

26.1% 2.0% 6.1%

Method of transacting
Methods used to pay bills - online Methods used to pay bills - automatically deducted from bank account Sent money to another person outside U.S.

39.0% 26.0% *

Most average credit inquiries

ChoiceScoreSM
Under-banked Not under-banked 0 50 100 150 200

5.4% 94.7%

Tax preparation method


Offline Offline with advisor Online Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

10.0% 77.0% *
0 50 100 150 200

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

How we live our lives


Newspapers
The New York Times - daily USA Today - daily The Wall Street Journal - daily The New York Times - Sunday The Wall Street Journal - Sunday Business/finance - section Classified - section Comics - section Editorial - section Entertainment (movies, restaurants, etc.) - section Fashion - section Food/Cooking - section Front page - section General news - section Home/Furnishings/Gardening - section Movie listings and reviews - section Reality shows viewed TV or radio listing - section Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Magazines
563 65.0% 32.0% 348 425 333 37.0% 61.0% 38.0% 38.0% 7.5% 9.2% 31.0% 40.0% 18.0% 34.0% 64.0% 61.0% 16.0% 25.0% 30.0% 16.0%
0 50 100 150 200 Airline/In flight Automotive Black/African-American Business and Finance Child rearing/Parenthood Computers Entertainment Epicurean Fishing, hunting, and outdoor recreation General editorial Health and Fitness Home and home services Men's Metropolitan/Regional/State Music News Newsweeklies Science/Technology Special appeal Sports Travel Women's Women's fashion, beauty, and grooming 0 50 100 150

243

14.0% 6.6% * 15.0% 9.5% 3.5% 32.0%

205

18.0% 3.3% 55.0% 22.0% 35.0% 10.0% 15.0% 1.3% 19.0% 19.0% 13.0% 39.0% 6.1% 10.0% 39.0%

Mean % 12.48%

238
200

18.0%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

How we live our lives


TV
1 TV in household 2 TVs in household 3+ TVs in household Own big screen projection (42+ inches) Own flat panel - LCD Own flat panel - plasma Own high-definition TV Own portable DVD player Own DVR built-in to cable/satellite box Own standalone DVR box Bought high-definition discs (Blu-Ray) Have ever used Video on Demand (VOD) Subscribes to cable Subscribes to digital cable Household has satellite dish Household has pay-per-view TV access

TV viewed
214 47.0% 34.0% 18.0% * 58.0% 14.0% 73.0% * 30.0% 8.3% 25.0% 27.0% 85.0% 68.0% 21.0% 70.0%
Evening animation shows Game show/Contest shows General drama shows How-to/Instruction shows Movies News/Documentary shows Reality shows Situation comedy shows

5.8% 9.2% 53.0% 11.0% * 39.0% 30.0% 30.0%

Gaming - State Lottery


Bought tickets Played daily drawing Played instant game Played weekly drawing Bought tickets more than once a week Bought tickets 1-4 times a month Bought tickets once a month or less

56.0% 7.3% 12.0% 48.0% 6.6% 15.0% 34.0%

Method to see whats on TV


Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Interactive program guide Internet Local cable listings channel 0 50 100 150 200

24.0% 5.8% 26.0%

Gaming - Casino
Visit a casino 0 50 100 150 200

25.0%

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

How we live our lives


Arts and entertainment
Bought book Bought book from book club Bought book from book store Bought book from Internet Bought games and toys Bought children's books Bought electronic educational toys Bought infant toys Bought play sports equipment Bought pre-school toys Bought video games Collect coins Collect Disney items Collect ornaments Collect sports memorabilia/trading cards Collect any collectible Attended comedy club Attended concert Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Arts and entertainment


78.0% * 65.0% 237 35.0% 47.0% 20.0% * 8.3% * 11.0% 16.0% 8.1% * 8.6% * 45.0% 16.0% 57.0% 228 249 24.0% 56.0% 80.0% 18.0% 27.0%
0 50 100 150 200 Attended museums Attended restaurant (not fast food) Attended bars/nightclubs/dancing Listening to music Playing musical instrument 80s music Easy listening music Alternative rock music Hip hop music Country music R&B music Pop music 60s to 70s music Classical music Jazz music 0 50 100 150

254

58.0% 71.0% 15.0% 77.0% 12.0% 25.0% 39.0% 16.0% * 10.0% 18.0% 23.0% 36.0%

281 206
200

44.0% 19.0%

Attended dance performance Attended live theater Attended movies Attended aquarium Attended zoo

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

How we live our lives


Leisure activities/hobbies
Antique shopping/shows Bird watching Board games Card games Cooking for fun Education courses Gardening Go to beach/lake Needlework/quilting Painting, drawing, sculpting Photography Reading books Tailgating Attend sports events Belong to American Association of Retired Persons (AARP) Belong to art associations (museum, symphony, opera, dance) Belong to church/temple/synagogue Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Sports and fitness participation


14.0% 5.7% 24.0% 32.0% 36.0% 22.0% 18.0% 41.0% 14.0% 11.0% 30.0% 74.0% * 19.0% 31.0% 453 20.0% 9.9% * 269 6.7% * 8.9% 40.0%
0 50 100 150 200 Aerobics Backpacking/Hiking Baseball Basketball Bicycling - mountain/road Bicycling - stationary Billiards/Pool Bowling Camping trips (overnight) Downhill/Cross country skiing Fitness walking Football Fresh-water fishing Golf Horseback riding Jogging/Running Motorcycling Power boating Swimming Tennis Use cardio machine Weight training Yoga 0 50 100 150 200

18.0% 11.0% * 10.0% 12.0% 22.0% 14.0% 22.0% 11.0% * 61.0% * * 9.6% * 26.0% * 8.8% 40.0% 14.0% 30.0% 219 35.0% 14.0%

Belong to country club Belong to environmentalist organization Belong to PTA/parents' association Belong to union Belong to none of these

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

How we live our lives


Sports interests
College Basketball College Football Horse Racing Major League Baseball (MLB) NASCAR Racing National Basketball Association (NBA) National Football League (NFL) Olympics Poker Championships Soccer Tennis Attend Sports Events 0 50 100 150 200

Sports watched (TV)


10.0% 11.0% 10.0% 25.0% * 19.0% 26.0% 49.0% * 16.0% 242 25.0% 19.0%
Indycar series College Baseball Bowling Fishing Rodeo Skiing Major League Soccer (MLS) Track and Field Volleyball WWE X-Games NASCAR Racing - frequently MLB regular season - frequently MLB post season - frequently NBA regular season - frequently NBA post season - frequently College Football regular season - frequently College Football post season - frequently

* * * * * * * * * * * * 10.0% 8.6% * * * * 16.0% 11.0% 21.0% 20.0%


0 50 100 150 200

Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

NFL regular season - frequently NFL post season - frequently Summer Olympics - frequently Winter Olympics - frequently

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

How we live our lives


Vehicle classification
Alternate power - hybrid car Alternate power - hybrid truck CUV - entry level CUV - mid range CUV - premium Mid range car - lower Mid range car - premium Mid range car - standard Pickup - full sized Pickup - small Small car - budget Small car - economy Sporst car - premium Sports car - touring Sports car - upper premium SUV - entry level SUV - large SUV - lower mid range Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

Vehicle classification
391 542 1.7% 0.7% 3.1% 1.3% 609 6.1% 6.3% 5.4% 13.7% 1.5% 1.9% 1.0% 7.0% 313 3.9% 3.5% 773 2.1% 1.5% 1.5% 5.3% 0.1% 456 2.7% 0.8% 1.1%
0 50 100 150 200 Upscale - luxury Upscale - near luxury Upscale - premium Upscale - ultra Van - full sized Van - mini New vehicles Used vehicles Leased vehicles Domestic vehicles Import vehicles Households with no vehicle Households with 1 vehicle Households with 2 vehicles Households with 3+ vehicles 0 50 100 150 200

247 390 517 1821

8.4% 14.7% 0.8% 0.5% 0.9% 2.6% 57.2% 42.8%

268

14.0% 24.8%

216

75.2% 51.1% 13.7% 11.6% 23.6%

SUV - pickup SUV - premium large SUV - upper mid range Traditional car

Mean % 12.48%

A B C D E F G H
1 2 3 4 5 6 7
Group A: Power Elite

K L M N O P Q R S
Patrick & Nancy

Type A06: Jet Set Urbanites


Mix of affluent singles and couples living high-rise, fashionable lives in urban neighborhoods

0.48%

0.42%

How we live our lives


Work transportation
Work from home Car - alone Carpool Public transportation Motorcycle Bicycle Walk Other

207

6.8% 29.0% 4.5%

833

40.0% 0.1%

246 642

0.9% 17.8% 0.8%

Travel
I prefer traveling in the U.S. as opposed to traveling to foreign countries I love the idea of traveling abroad Like vacations where activities are organized for me Have taken a cruise ship vacation in last 3 years Domestic travel for vacation Foreign travel for vacation Visited theme parks Understanding Charts
Unless otherwise stated, charts show the Index and Mean %. The Index is shown as a bar, and the Mean % is shown to the right:
Index
0 50 100 150 200

12.0% 81.0% 30.0% 21.0% 53.0% 231 57.0% 15.0% 13.0%


0 50 100 150 200

Visited Disney (any Florida) theme parks

Mean % 12.48%