beer2 - Fall 2009 Product Beverages Alcoholic Beverages...

Fall 2009 Product: Beverages
Alcoholic Beverages - Summary
Any Beer/Ale
Adults
Total '000 Proj '000 Pct Across Pct Down
Total 225887 97917 43.3 100
Educ: graduated college plus 60806 31215 51.3 31.9
Educ: attended college 63023 27601 43.8 28.2
Educ: graduated high school 69801 28205 40.4 28.8
Educ: did not graduate HS 32257 10897 33.8 11.1
Educ: post graduate 20290 10034 49.5 10.2
Educ: no college 102058 39102 38.3 39.9
Age 18-24 28537 12597 44.1 12.9
Age 25-34 40349 20869 51.7 21.3
Age 35-44 42375 21203 50 21.7
Age 45-54 44155 20637 46.7 21.1
Age 55-64 33466 12864 38.4 13.1
Age 65+ 37006 9748 26.3 10
Adults 18-34 68885 33466 48.6 34.2
Adults 18-49 134084 65890 49.1 67.3
Adults 25-54 126879 62709 49.4 64
Men 18-34 34689 20471 59 20.9
Men 18-49 66843 40288 60.3 41.1
Men 25-54 62815 38768 61.7 39.6
Women 18-34 34196 12995 38 13.3
Women 18-49 67241 25602 38.1 26.1
Women 25-54 64064 23942 37.4 24.5
Occupation: Professional and Related Occupation 30311 14949 49.3 15.3
Occupation: Management, Business and Financial Opera 21717 11764 54.2 12
Occupation: Sales and Office Occupation 33214 15027 45.2 15.3
Occupation: Natural Resources, Construction and Mainte 13444 8424 62.7 8.6
Occupation: Other Employed 39994 19583 49 20
HHI150,000+ 23605 12844 54.4 13.1
HHI$75,000-$149,999 64718 33073 51.1 33.8
HHI$60,000-$74,999 24815 11521 46.4 11.8
HHI$50,000-$59,999 18924 8265 43.7 8.4
HHI$40,000-$49,999 20241 7917 39.1 8.1
HHI$30,000-$39,999 21328 7959 37.3 8.1
HHI$20,000-$29,999 21550 6943 32.2 7.1
HHI<$20,000 30706 9397 30.6 9.6
Census Region: North East 41622 19906 47.8 20.3
Census Region: South 83038 32568 39.2 33.3
Census Region: Midwest 49827 22384 44.9 22.9
Census Region: West 51401 23060 44.9 23.6
MediaMarkets: Top 5 47517 22007 46.3 22.5
MediaMarkets: Next 5 22899 10747 46.9 11
County Size: A 93183 43496 46.7 44.4
County Size: B 68286 30390 44.5 31
County Size: C 32762 12905 39.4 13.2
County Size: D 31656 11126 35.1 11.4
Marital Status: Never Married 58619 28376 48.4 29
Marital Status: Now Married 124254 54825 44.1 56

Marital Status: Engaged 11083 5822 52.5 5.9
Marital Status: Widowed/Divorced/Legally Separated 43013 14717 34.2 15
Child age: <12 months 9017 4155 46.1 4.2
Child age: 12-23 months 8592 4203 48.9 4.3
Child age: <2 years 17038 8119 47.7 8.3
Child age: <6 years 41670 19511 46.8 19.9
Child age: 2-5 years 32266 14948 46.3 15.3
Child age: 6-11 years 42124 18834 44.7 19.2
Child age: 12-17 years 44996 19401 43.1 19.8
Years At Present Address: <1 year 36047 16877 46.8 17.2
Years At Present Address: 1-4 Years 65308 29882 45.8 30.5
Years At Present Address: 5+ Years 124356 51080 41.1 52.2
Home: Owned 158033 68565 43.4 70
Home value: $500,000+ Dollars 16612 7926 47.7 8.1
Home value: $200,000-$499,999 45233 22268 49.2 22.7
Home value: $100,000-$199,999 48276 20208 41.9 20.6
Home value: $50,000-$99,999 19099 6330 33.1 6.5
Home value: <$50,000 8768 2539 29 2.6
Race: White 173131 77828 45 79.5
Race: Black/African American 26199 9450 36.1 9.7
Race: American Indian or Alaska Native 2545 1031 40.5 1.1
Race: Asian 5969 2104 35.2 2.1
Race: Other 21576 8939 41.4 9.1
Race: White only 170380 76713 45 78.3
Race: Black/African American only 25505 9265 36.3 9.5
Race: Other Race: /Multiple Classifications 30001 11940 39.8 12.2
Spanish spoken in home (most often or other) 31298 13343 42.6 13.6
Internet Quintile I (Heavy) 45203 21058 46.6 21.5
Internet Quintile II 45161 22260 49.3 22.7
Internet Quintile III 45178 21355 47.3 21.8
Internet Quintile IV 45168 17206 38.1 17.6
Internet Quintile V (Light) 45177 16038 35.5 16.4
Magazines Quintile I (Heavy) 45161 21768 48.2 22.2
Magazines Quintile II 45176 21896 48.5 22.4
Magazines Quintile III 45168 20186 44.7 20.6
Magazines Quintile IV 45178 18465 40.9 18.9
Magazines Quintile V (Light) 45203 15602 34.5 15.9
Newspaper Quintile I (Heavy) 45215 19858 43.9 20.3
Newspaper Quintile II 45157 20018 44.3 20.4
Newspaper Quintile III 45161 20330 45 20.8
Newspaper Quintile IV 45185 19352 42.8 19.8
Newspaper Quintile V (Light) 45170 18360 40.6 18.8
Outdoor Quintile I (Heavy) 45210 22112 48.9 22.6
Outdoor Quintile II 45168 20686 45.8 21.1
Outdoor Quintile III 45178 19583 43.3 20
Outdoor Quintile IV 45152 18659 41.3 19.1
Outdoor Quintile V (Light) 45179 16879 37.4 17.2
Radio Quintile I (Heavy) 45176 21426 47.4 21.9
Radio Quintile II 45178 20693 45.8 21.1
Radio Quintile III 45176 21042 46.6 21.5
Radio Quintile IV 45187 19063 42.2 19.5
Radio Quintile V (Light) 45170 15693 34.7 16
TV (total) Quintile I (Heavy) 45215 17312 38.3 17.7

TV (total) Quintile II 45175 19039 42.1 19.4
TV (total) Quintile III 45184 20423 45.2 20.9