Honda Versus Taurus Fall 2014 FINAL
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Mediamark Research Honda Accord B C D Total Households = 187,000 % ACROSS DOWN % INDX Total Adults 100.0 1.6 100 MALES 42.6 1.6 89 FEMALES 57.4 1.7 110 PRINCIPAL SHOPPERS 65.9 1.7 107 18-24 10.5 1.3 83 25-34 20.8 1.5 94 35-44 30.7 2.2 141 45-54 20 2 129 55-64 7.2 1 64 65 OR OLDER 10.8 1 65 18-34 31.3 1.4 90 18-49 72.9 1.8 112 25-54 71.4 1.9 121 35-49 41.6 2.2 138 50 OR OLDER 27.1 1.2 78 GRADUATED COLLEGE 43.7 3.5 220 ATTENDED COLLEGE 15.3 1.1 73 GRADUATED HIGH SCHOOL 34.3 1.4 88 DID NOT GRADUATE HIGH SCHOOL 6.8 0.5 34 EMPLOYED MALES 31.5 1.5 95 EMPLOYED FEMALES 45.8 2.5 162 EMPLOYED FULL-TIME 69.3 2.1 131 EMPLOYED PART-TIME 7.9 1.5 96 NOT EMPLOYED 22.8 0.9 59 PROFESSIONAL / MANAGER 40.2 3.7 234 TECHNICAL / CLERICAL / SALES 18.1 1.5 96 PRECISION / CRAFT 4.4 1 66 OTHER EMPLOYED 14.5 1.2 78 SINGLE 16.6 1.2 76
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Transcript of Honda Versus Taurus Fall 2014 FINAL
Mediamark Research
Honda Accord
B C D BTotal Households = 187,000 % ACROSS %
DOWN % INDX DOWN
Total Adults 100.0 1.6 100 100
MALES 42.6 1.6 89 54.9FEMALES 57.4 1.7 110 45.1PRINCIPAL SHOPPERS 65.9 1.7 107 50.8
18-24 10.5 1.3 83 10.925-34 20.8 1.5 94 16.435-44 30.7 2.2 141 16.245-54 20 2 129 20.755-64 7.2 1 64 16.665 OR OLDER 10.8 1 65 19.318-34 31.3 1.4 90 27.318-49 72.9 1.8 112 55.725-54 71.4 1.9 121 53.235-49 41.6 2.2 138 28.450 OR OLDER 27.1 1.2 78 44.3
GRADUATED COLLEGE 43.7 3.5 220 42.7ATTENDED COLLEGE 15.3 1.1 73 9.9GRADUATED HIGH SCHOOL 34.3 1.4 88 30DID NOT GRADUATE HIGH SCHOOL 6.8 0.5 34 17.4
EMPLOYED MALES 31.5 1.5 95 37.9EMPLOYED FEMALES 45.8 2.5 162 22.6EMPLOYED FULL-TIME 69.3 2.1 131 53.6EMPLOYED PART-TIME 7.9 1.5 96 7NOT EMPLOYED 22.8 0.9 59 39.4
PROFESSIONAL / MANAGER 40.2 3.7 234 33.2TECHNICAL / CLERICAL / SALES 18.1 1.5 96 13PRECISION / CRAFT 4.4 1 66 5.4OTHER EMPLOYED 14.5 1.2 78 8.9
SINGLE 16.6 1.2 76 13.3
MARRIED 66.8 1.8 113 72.5DIVORCED / SEPARATED / WIDOWE 16.6 1.4 89 14.2PARENTS 41.7 2 126 35.8
WHITE 90.2 1.7 106 94.7BLACK 6 0.8 52 4.1OTHER 3.8 1.8 116 1.1
NORTHEAST-CENSUS 17.1 1.3 83 26.8MIDWEST 13.4 0.9 56 30.2SOUTH 32.2 1.5 93 26.1WEST 37.2 2.8 180 16.9
COUNTY SIZE A 47.9 1.8 117 49.6COUNTY SIZE B 33.5 1.8 113 31.6COUNTY SIZE C 12.3 1.3 94 12COUNTY SIZE D 6.3 0.7 43 6.7
METRO CENTRAL CITY 32.1 1.6 104 37.4METRO SUBURBAN 58.1 1.9 123 51.4NON METRO 9.7 0.7 45 11.1
TOP 5 ADI'S 25.4 1.8 112 32.4TOP 10 ADI'S 39.5 2 125 44.5TOP 20 ADI'S 54.6 2 125 55.2
HSHLD. INC. $75,000 OR MORE 28.3 3.2 202 16 $60,000 OR MORE 39.4 2.7 169 31.1$50,000 OR MORE 50.7 2.4 115 42.3$40,000 OR MORE 64.4 2.3 144 53$30,000 OR MORE 77.6 2.1 132 72$30,000-$39,999 13.2 1.5 94 19.1$20,000-$29,999 14.9 1.5 97 13.5$10,000-$19,999 4.6 0.5 29 10.8UNDER $10,000 2.9 0.5 29 3.6
HOUSEHOLD OF 1 PERSON 7.9 1 62 10.32 PEOPLE 33.2 1.6 101 423 OR 4 PEOPLE 39.8 1.6 99 34.55 OR MORE PEOPLE 19.1 2.1 135 13.2
NO CHILD IN HSHLD 53.5 1.4 89 61.6CHILD(REN) UNDER 2 YEARS 4.9 1.1 68 7.4
2-5 YEARS 11.3 1.2 77 216-11 YEARS 22.8 1.9 120 19.512-17 YEARS 20.1 1.7 111 18.5
RESIDENCE OWNED 78.3 1.8 113 74.1VALUE: $70,000 OR MORE 67.5 2.5 157 53.5VALUE: UNDER $70,000 10.7 0.7 41 20.6RESIDENCE RENTED 19.2 1.1 69 22.2
DAILY NEWSPAPERS NET ONE DAY REACH 71.4 1.8 116 69.9 READ ONLY ONE 55.2 1.7 109 55.9 READ TWO OR MORE 16.2 2.3 148 14.1WEEKEND/SUNDAY NEWSPAPERS NET ONE DAY REACH 78.5 1.8 111 81.2 READ ONLY ONE 67.3 1.7 106 74.9 READ TWO OR MORE 11.2 2.6 168 6.4
AMERICAN BABY 1.4 1.7 105 0.8AMERICAN HEALTH 0.7 0.8 52 0.5ARCHITECHTURAL DIGEST 3.4 3.4 218 0.4AUDUBON 3.1 6.9 436 0.2BARRON'S 2.5 5.1 324 1.5CONDE NATS TRAVELER 3.5 5.6 354 0.5COUNTRY HOME 3.1 2.7 171 1.6DISCOVER 2 2 127 0.5ENTERTAINMENT WEEKLY 3.6 2.9 182 1.4FORBES 1.2 1 61 2.9FORTUNE 1.2 1 66 3.5GOLF DIGEST 5 3.4 219 2.6HOME MECHANIX 0.7 1 61 1.7SCIENTIFIC AMERICAN 1 1.6 102 3.3SKIING 0.5 1.3 81 1.6SMITHSONIAN 8 3.6 227 1.6TENNIS 0.8 1.5 93 2.1USA TODAY 5 2.7 171 2.8WALL STREET JOURNAL 2.8 1.8 114 4.3THE WASHINGTON POST MAGAZIN 2.4 2.6 168 1.1WOMAN'S WORLD 4.3 2.3 143 1.5WORKING WOMAN 1.7 2.1 132 0.5 ABC NEWS: NIGHTLINE 1.6 1.1 72 2.6 48 HOURS 7 1.5 95 9.8 LOIS AND CLARK 8.9 2 124 5
60 MINTUES 13.3 1.6 103 18.9 TONIGHT SHOW 3.9 3 190 1.9 COMEDY/VARIETY 6.6 2 127 4.6 DOCUMENTARY/NEWS 4.8 1.3 80 6.6 GENERAL DRAMA 15.6 2.1 135 11.4 A&E 22.8 2.4 155 14.8 AMERICAN MOVIE CLASSICS 11.9 2.7 171 7.2 C-SPAN 7.8 2.4 155 2.8 E! ENTERTAINMENT TV 3.4 1.9 124 8.1 BASKETBALL - COLLEGE GAMES 4.7 1.1 67 8.7 POST - SEASON PRO BASKETBAL 4.8 1.1 67 8.7 POST - SEASON COLL. BASKETBA 4 0.9 57 11.6 POST - SEASON COLL. FOOTBALL 7.7 1.4 90 15.5 LITE/SOFT CONTEMP. 3.3 4.1 259 0.8 RELIGIOUS 6.3 3.1 195 3.6
Ford Taurus All four Door Sedan
C D B C D B = Percentage of owners/users with this demographic trait or which consumes this mediaACROSS % ACROSS C = Percentage of Group that owns/uses the product
% INDX DOWN % INDX D= C/percentage ownership across all adults
1.2 100 100.0 21.5 100
1.3 114 53.5 24.0 1121 87 46.5 19.2 891 82 61.1 21.2 99
1 85 7.5 12.6 590.9 74 21.7 21.1 980.9 75 23.5 23.3 1091.6 134 16.6 23.0 1071.7 147 13.4 25.4 1181.4 116 17.3 22.3 1040.9 78 29.2 18.0 84
1 86 61.9 20.4 951.1 90 61.8 22.4 1041.1 94 32.7 23.3 1081.5 127 38.1 23.4 109
2.5 215 28.5 30.8 1430.6 47 21.9 22.5 1050.9 77 36.1 19.9 93
1 86 13.5 14.4 67
1.3 115 35.7 23.2 1080.9 80 29.7 22.6 1051.2 101 57.8 23.4 109
1 85 7.6 19.9 931.2 102 34.6 19.2 89
2.3 193 24.1 30.1 1400.8 69 20.3 23.0 107
1 81 5.5 17.6 820.6 48 15.6 18.1 84
0.7 61 15.8 15.5 72
1.4 122 84.9 23.5 1090.9 75 19.3 22.0 1031.3 109 35.2 23.0 107
1.3 111 89.2 22.5 1050.4 36 8.6 16.0 750.4 34 2.3 14.8 69
1.5 130 21.3 22.3 1041.5 126 27.2 24.3 1130.9 75 32.5 20.1 94
1 81 19.0 19.7 92
1.4 121 40.9 21.4 1001.3 107 30.6 22.2 103
1 83 14.3 21.1 980.5 45 14.3 20.5 96
1.4 121 29.7 20.6 961.3 109 49.3 22.4 1040.6 51 21.0 20.8 97
1.7 143 22.3 21.2 991.7 141 32.3 22.0 1021.5 126 44.7 22.0 102
1.3 114 16.7 25.6 1191.6 134 27.9 25.8 120 1.5 129 39.0 25.5 1191.4 119 50.8 24.5 1141.4 123 64.9 23.8 1111.6 135 14.2 21.6 101
1 88 15.5 21.6 1000.8 68 13.3 18.1 840.4 36 6.3 13.4 62
0.9 80 12.2 20.5 961.5 128 34.4 22.5 105
1 86 40.9 21.9 1021.1 93 12.5 18.9 88
1.2 102 59.6 21.2 991.2 101 7.5 22.0 102
1.7 144 14.5 21.2 991.2 103 19.7 22.3 1041.2 102 16.6 19.7 92
1.3 107 76.3 23.8 1111.5 124 51.3 25.6 1190.9 79 25.1 20.8 970.9 79 21.2 16.2 76
66.8 23.4 1091.3 114 52.8 22.5 1051.3 111 14.0 27.4 1281.5 128
1.4 115 74.6 22.7 1061.4 117 67.1 22.6 1051.1 96 7.5 24.1 112
0.8 64 1.1 19.1 890.7 57 1.4 22.0 1020.3 23 2.3 31.0 1440.3 29 1.0 28.5 1332.3 198 1.2 32.8 1530.6 51 1.2 26.9 125
1 86 1.4 16.5 770.4 33 1.7 24.1 1120.9 73 2.3 25.2 1171.7 147 2.4 25.9 1202.3 196 2.6 31.1 1451.4 117 2.7 25.6 1191.9 159 1.2 24.1 1123.8 328 1.2 25.2 1172.9 250 0.5 16.1 750.5 45 4.3 26.2 122
3 257 0.9 22.7 1051.1 95 3.8 27.8 129
2 173 3.8 33.0 1540.9 75 1.1 16.7 780.6 50 3.2 22.8 1060.5 39 1.1 18.9 881.4 122 2.3 22.5 1051.6 132 7.9 21.1 1070.8 70 6.7 20.1 94
1.7 146 13.9 23.1 1081.1 91 2.2 22.8 106
1 88 5.0 20.9 971.3 111 6.0 21.6 1011.2 99 12.1 22.5 1051.2 100 18.6 27.2 1271.2 103 7.5 23.2 1080.6 55 6.5 27.8 1293.5 296 2.8 21.7 1011.5 124 7.9 24.0 1121.4 122 8.0 24.3 1131.9 165 8.2 25.1 1172.1 180 10.1 25.1 1170.7 62 1.2 20.0 931.3 111 3.8 25.0 117
B = Percentage of owners/users with this demographic trait or which consumes this mediaC = Percentage of Group that owns/uses the productD= C/percentage ownership across all adults
B = Percentage of owners/users with this demographic trait or which consumes this media
