Page 34 - McCann's Sales Presentation (9.12)

Detailed Demographics – McCann’s
Variables and Measures
Demographic Variables %Volume Index Race of Head of Household
White 68.0%
101
Black 7.1% 59 Hispanic 8.6% 66
Asian 5.1% Other 11.2%
105
471
Number of Persons
1 Person 31.2%
114
2 Persons 26.6% 82 3 Persons 9.2% 57
4 Persons 26.9%
206
5+ Persons 6.1% 55
Variables and Measures
Demographic Variables %Volume Index Education of Head of Household
Not a High School Graduate 5.4% 46
High School Graduate 6.6% 27 Some College 21.8% 76
College Graduate 51.9% Post College Degree 14.3%
237
108
Spectra LifeStyle
Wealthy Urban 5.8%
205 161
Wealthy Sprawling Cities/Suburbs 10.2% Wealthy Countrysides 4.2%
100
Affluent Urban 3.6%
134 242
Affluent Sprawling Cities/Suburbs 15.8%
Affluent Countrysides 2.6% 47
Upper Middle Urban 2.2%
105
Upper Middle Sprawling Cities/Suburbs 2.2% 42
Upper Middle Countrysides 5.1%
103
Lower Middle Urban
Lower Middle Sprawling Cities/Suburbs Lower Middle Countrysides
2.0% 65 3.7% 52 4.1% 60
Striving Urban 3.1%
98
Striving Sprawling Cities/Suburbs 3.0% 42
Variables and Measures
Demographic Variables %Volume Index Occupation of Head of Household
Exec/Admin/Management 9.1%
102
Prof & Specialty 10.2% 78 Sales Technicians 2.0% 34
Administrative Support 2.2% 37
All Service 23.4%
280
Crafts & Precision 5.4% 52
Transportation & Material Moving 6.7% Farm/Forest/Fishing 0.5%
No Civilian Employment
40.5%
169 121
94
Marital Status of Head of Household
Single 41.1%
199
Married 37.0% 76
Divorced, Separated & Widowed 21.9% 71
Household Composition
Married Family with kids 9.9% 48
Married Family without kids 24.8% 88
Female Head Only with kids 19.2% Male Head Only with kids 4.2%
269 174
Multi-Person Household without kids 10.8% 74
1 Person Household 31.2%
114
Number of Vehicles in Household
No Vehicles 6.5% 75
1 Vehicle 48.6%
146
2 Vehicles 33.0% 88
3 or More Vehicles 11.8% 58 Census Division
East North Central 14.8%
100
East South Central 2.0% 34
Middle Atlantic 13.6%
106
Mountain 1.7% 24
New England 24.6%
522 149
Pacific 22.5%
South Atlantic 14.5% 71 West North Central 2.5% 37
West South Central 3.6% 31
Household Income
$20,000 - $29,999 $30,000 - $39,999
$75,000 - $99,999 $150,000 or More
Age of Head of Household
Age 18 - 24
Age 75 or More
5.2% 55 5.1% 57
8.5% 69 20.0% 149 3.1% 78
11.0% 99
Striving Countrysides
Downscale Sprawling Cities/Suburbs
2.1% 30 20.9% 212
Under $10,000 19.0%
294
$10,000 - $19,999 7.3% 80
$40,000 - $49,999 3.8% 46 $50,000 - $74,999 9.4% 55
$100,000 - $149,999 21.6%
146
Downscale Urban 6.8%
128
Age 25 - 34 14.0% Age 35 - 44 22.3%
94
130
Age 45 - 54 13.0% 70
Age 55 - 64 22.5% Age 65 - 74 14.2%
116
94
Downscale Countrysides 2.5% 26 Age of Oldest Child
Age Under 6 18.2%
259 139
Age 6 - 11 12.9%
Age 12 - 17 6.4% 42
No Children 62.4%
91
Age and Presence of Children
Age < 6 18.2%
259
Age 6 - 17 9.3% 51
Age < 6 & 6 - 17 10.0% No Children 62.4%
159
91
Housing Tenure
Own 61.5% Rent 38.5%
95
110