Research Strategy Notes

• Most information is taken directly from the tables of the US Census Bureau.
• While these tables typically provide breakdowns by age or sex, they do not provide the needed breakdowns by age and sex; therefore, we have triangulated differences in age and sex by comparing the two; e.g., if the data shows that 54% of all people over age 60 have a certain trait, but that 53% of those who have that trait are women, we adjust the percentage to indicate that 57% of women and 51% of men over age 60 have that trait.
• Income is readily available by age, but when broken down by sex is far more dependent on the type of household and marital status than can reasonably be triangulated. Therefore, we have provided the same income for both sexes as indicated by age alone in the project spreadsheet and the breakdown by sex and type of household in the tab marked "Income by Household Type."
• Likewise, the type of domicile by age is readily available, but not by sex.
•  Pew Research lists some religions as having "<1%" of a given demographic; we have rounded these to 1% for the purposes of our calculations; consequently, total percentages are greater than 100% due to the necessary rounding errors.

Research Strategy Notes

• Most information is taken directly from the tables of the US Census Bureau.
• While these tables typically provide breakdowns by age or sex, they do not provide the needed breakdowns by age and sex; therefore, we have triangulated differences in age and sex by comparing the two; e.g., if the data shows that 54% of all people over age 60 have a certain trait, but that 53% of those who have that trait are women, we adjust the percentage to indicate that 57% of women and 51% of men over age 60 have that trait.
• Income is readily available by age, but when broken down by sex is far more dependent on the type of household and marital status than can reasonably be triangulated. Therefore, we have provided the same income for both sexes as indicated by age alone in the project spreadsheet and the breakdown by sex and type of household in the tab marked "Income by Household Type."
• Likewise, the type of domicile by age is readily available, but not by sex.
•  Pew Research lists some religions as having "<1%" of a given demographic; we have rounded these to 1% for the purposes of our calculations; consequently, total percentages are greater than 100% due to the necessary rounding errors.

Research Strategy Notes

• Most information is taken directly from the tables of the US Census Bureau.
• While these tables typically provide breakdowns by age or sex, they do not provide the needed breakdowns by age and sex; therefore, we have triangulated differences in age and sex by comparing the two; e.g., if the data shows that 54% of all people over age 60 have a certain trait, but that 53% of those who have that trait are women, we adjust the percentage to indicate that 57% of women and 51% of men over age 60 have that trait.
• Income is readily available by age, but when broken down by sex is far more dependent on the type of household and marital status than can reasonably be triangulated. Therefore, we have provided the same income for both sexes as indicated by age alone in the project spreadsheet and the breakdown by sex and type of household in the tab marked "Income by Household Type."
• Likewise, the type of domicile by age is readily available, but not by sex.
•  Pew Research lists some religions as having "<1%" of a given demographic; we have rounded these to 1% for the purposes of our calculations; consequently, total percentages are greater than 100% due to the necessary rounding errors.

Research Strategy Notes

• Most information is taken directly from the tables of the US Census Bureau.
• While these tables typically provide breakdowns by age or sex, they do not provide the needed breakdowns by age and sex; therefore, we have triangulated differences in age and sex by comparing the two; e.g., if the data shows that 54% of all people over age 60 have a certain trait, but that 53% of those who have that trait are women, we adjust the percentage to indicate that 57% of women and 51% of men over age 60 have that trait.
• Income is readily available by age, but when broken down by sex is far more dependent on the type of household and marital status than can reasonably be triangulated. Therefore, we have provided the same income for both sexes as indicated by age alone in the project spreadsheet and the breakdown by sex and type of household in the tab marked "Income by Household Type."
• Likewise, the type of domicile by age is readily available, but not by sex.
•  Pew Research lists some religions as having "<1%" of a given demographic; we have rounded these to 1% for the purposes of our calculations; consequently, total percentages are greater than 100% due to the necessary rounding errors.

Research Strategy Notes

• Most information is taken directly from the tables of the US Census Bureau.
• While these tables typically provide breakdowns by age or sex, they do not provide the needed breakdowns by age and sex; therefore, we have triangulated differences in age and sex by comparing the two; e.g., if the data shows that 54% of all people over age 60 have a certain trait, but that 53% of those who have that trait are women, we adjust the percentage to indicate that 57% of women and 51% of men over age 60 have that trait.
• Income is readily available by age, but when broken down by sex is far more dependent on the type of household and marital status than can reasonably be triangulated. Therefore, we have provided the same income for both sexes as indicated by age alone in the project spreadsheet and the breakdown by sex and type of household in the tab marked "Income by Household Type."
• Likewise, the type of domicile by age is readily available, but not by sex.
•  Pew Research lists some religions as having "<1%" of a given demographic; we have rounded these to 1% for the purposes of our calculations; consequently, total percentages are greater than 100% due to the necessary rounding errors.

Research Strategy Notes

• Most information is taken directly from the tables of the US Census Bureau.
• While these tables typically provide breakdowns by age or sex, they do not provide the needed breakdowns by age and sex; therefore, we have triangulated differences in age and sex by comparing the two; e.g., if the data shows that 54% of all people over age 60 have a certain trait, but that 53% of those who have that trait are women, we adjust the percentage to indicate that 57% of women and 51% of men over age 60 have that trait.
• Income is readily available by age, but when broken down by sex is far more dependent on the type of household and marital status than can reasonably be triangulated. Therefore, we have provided the same income for both sexes as indicated by age alone in the project spreadsheet and the breakdown by sex and type of household in the tab marked "Income by Household Type."
• Likewise, the type of domicile by age is readily available, but not by sex.
•  Pew Research lists some religions as having "<1%" of a given demographic; we have rounded these to 1% for the purposes of our calculations; consequently, total percentages are greater than 100% due to the necessary rounding errors.

Life Factors

Home/Family

• The older end of this age group is not only taking care of mostly teenagers but their older parents. 64% of the older people in this age group feel it is their responsibility to take care of aging parents.
• The typical female in this group is most likely a married mom, with 86% in this age group being mothers. (2.5 children per household). The largest age group for children is age 12 or older for the 40-45 age group.
• There is a slim chance (10-15%) that she is a grandmother and a possibility that her grandchildren share her home.
• The younger women in this group account for 2/3 of all first time home buyers.

Work

• They are reaching the height of their careers.
• Chances are that she attended some kind of college (60%)
• She is a working mother that averages at least 25 hours per week. There is a 40% chance that she is the main breadwinner for the family.
• Their work life is relatively stable, with 87% not changing jobs in the last year.
• According to Facebook, the job types that are reported most are administrative services (33%), management (29%), sales (26%), healthcare (21%), and education (17%).

Travel

•  More than half plan to take a vacation within the next 12 months, with the 40-45 age group having a higher percentage than the younger people in this group.
• They will take an average of 4.2 trips this year.

Personality/Characteristics

Values/Views

• They are generally accepting of others.
• She highly values a work/life balance.
• She is registered to vote (80%) and is most likely politically moderate.
•  42% believe that having fun is the whole point of life.
• The majority (80%) would rather spend on experiences than things.
•  Social causes are important and ways to support them are sought out.
•  76% would like to be part of a special panel.
• She is ready for a female president (83%) and would have voted for Hillary Clinton (49%).

Stressors

•  81% wish they had more time to spend with their family.
•  56% are overwhelmed by financial burdens.
• She feels pessimistic about retirement.

Health Attitudes

• 52% have a positive body image.
•  67% try to exercise their brain and their body.
•  20% have had a "wake up call" with their health in the last three years.
•  57% consider themselves health conscious.

Shopping/Spending

Shopping Behaviors/Attitudes

• This group is more likely to use their mobile phone over a PC/laptop when searching for products to buy online. (59% vs. 54%). 30% have used their mobile phones to pay for a purchase in the last month.
• This group is more likely to spend on others, such as children, than themselves.
• The older end of this group (45-50) outspends all other generations when it comes to housing, clothing, eating out, and entertainment.
• The older end of this group is more likely to be loyal to a brand. 60% agree that if they find a brand they like, they will stick with it.
• More than 90% researched a brand in the last month. The top categories they researched are travel (47%), clothing/apparel (43%), electronics (40%), and food or beverages (36%).
• The younger people in this group will spend more for a socially responsible product.
• More than half feel they are on top of their spending and 62% decide how the budget is spent.

Favorite Stores

• Some of their favorite stores are Home Depot, Pottery Barn, Banana Republic, Finish Line, Foot Locker, and H&M.

Traditional Media

Television

•  68% in this group have cable television.
• They will actively avoid commercials.
• They spend an average of fifteen hours per week watching television.

News Sources

•  48% listen to the radio.
•  62% still read a newspaper.

Free Time

Statistics

•  40% fantasize about having a day when they have absolutely nothing to do.
• They will spend 18-20 hours a week on leisure activities.
• The most popular things to do with their free time are go out to eat (81%), socialize with friends and family (47%), and watch movies (62%).
•  50% say they pick hobbies that help them unwind and destress.

Hobbies

• Making home improvements was the most popular hobby (26%). Finding the latest tech, sports, gaming, reading, dance, crafting, fitness, music, board games, and cooking are also popular hobbies for this age group.
•  57% gardened in the last year and 55% read.
• She researches and discusses beauty.
• She likes to experiment with food (79%).

Online Behaviors

• She goes online to research the best deal on purchases before she makes a decision. She shops online once per day whether she makes a purchase or not.
• This group usually goes online with a purpose, due to their busy lives.
• The most popular activities for this group are Facebook (71%), YouTube (59%), Social networking (58%), banking (55%), and playing games on their phone (19%).

Digital Devices

• She prefers to use her smartphone (81%) or laptop (81%). Her least favorite device is desktop (48%) or an e-reader (15%).

Digital Content

• They are avid streamers. They subscribe to Netflix (68%), Amazon Prime (49%), Hulu (40%), Spotify (35%), and Satellite Radio (32%).
• They consume seven different types of digital content: weather (68%), news (62%), music (50%), travel (39%), sports (35%), and finance (33%).

Social Media

• Over 80 -99% use social media.
• Their preferred time to access social media is between 8 PM and midnight.
• Their motivation to use social media is goal oriented. They use social media to stay up to date with the news and keep in touch with friends and family. Their top social media activities are consuming content (71%), sharing or reposting content (42%), and creating their own content (29%).
• Social media is used as a referral system for many when researching products.
• They account for 36% of the pins on Pinterest and it is their second favorite form of social media.

Facebook

•  Facebook is the most popular choice.
• An average of seven hours per week is spent on Facebook.
• She loves to share content, especially about her family or a good deal.
• Her most popular Facebook pages are The Spruce, Bringin Home the Browns, Elf On The Shelf, Jane, Pottery Barn Kid, imomsohard, American Girl, ABCmouse, and Coupon Divas.

YouTube

•  73% regularly watch YouTube. The top five categories are home repair and improvement, cooking, technology use and repair, arts and crafts, and beauty and personal care.
•  YouTube is popular since it lets them connect with their kids and keep up with trends that are important to their children.
•  DIY content is one of the most popular viewing topics.

Popular Websites

• Media/News Company- The Spruce, Parents
• Education Website- ABCmouse.com, Early Learning Academy, Positive Parenting Solutions
• News & Media Website- Coupon Divas, BlackFriday.com
• Water Park- Great Wolf Lodge
• Home Decor- Smallwoods, Canvas On Demand, Joss & Main, Pier 1
• Baby & Children's Clothing Store- The Children's Place
• Community- Bringing Home the Browns, Crock Pot Girl, Scary Mommy
• Clothing (Brand)- Lolly Wolly Doodle, Lime Lush Boutique, Old Navy, Amazon Fashion
• Comedian- imomsohard, The Holderness Family, Heather Land - I Ain't Doin It, Darren Knight
• TV Network-Disney Junior
• Jewelry/Watches- Lisa Leonard Designs
• Cause- Tripp Halstead Updates
• Baby Goods/Kids Goods- The Elf on the Shelf, Pampers, Carter's, Gerber
• Health & Wellness Website- Cleanfoodcrush
• Company- Box Tops for Education, Stitch Fix, Shutterfly, HowDoesShe
• Health/Beauty- Beachbody, Young Living, Essential Oils
• Artist- Candace Cameron Bure, Kirk Cameron
• Blogger- 100 Days of Real Food
• Product/Service- FabKids.com, P&G Everyday, Crayola, Lysol, Cricut - The Official Page!, The Honest Company
• Retail Company- Pottery Barn Kids, Personal Creations, Babies"R"Us, Maurices, Birch Lane, Toys''R''Us, Target, Littles, HomeGoods, Hobby Lobby, Famous Footwear, Zulily, Target Style, Pottery Barn, JOANN Fabric, and Craft Stores, T.J.Maxx, thredUP, Marshalls, The Crock-Pot Brand

Life Factors

Home/Family

• The older end of this age group is not only taking care of mostly teenagers but their older parents. 64% of the older people in this age group feel it is their responsibility to take care of aging parents.
• The typical male in this group is most likely married and has children. (2.5 children per household). The largest age group for children is age 12 or older for the 40-45 age group.
• He is central in his children's lives and assists with or cooks dinner regularly.
• There is a slim chance (10-15%) that he is a grandparent and a possibility that his grandchildren share his home that he owns (70%).

Work

• They are reaching the height of their careers and most likely attended college (60%).
• Their work life is relatively stable, with 87% not changing jobs in the last year.
• According to Facebook, the job types that are reported most are installation and repair (18%), construction (15%), architecture and engineering (10%), maintenance (7%), farming/forestry (9%), and protective services (6%). It is of note that men seem to report their job positions far less than women do.

Travel

•  More than half plan to take a vacation within the next 12 months, with the 40-45 age group having a higher percentage than the younger people in this group.
• They will take an average of 4.2 trips this year.

Personality/Characteristics

Values/Views

• They are generally accepting of others.
• He highly values a work/life balance.
• He is registered to vote (76%) and is most likely politically moderate.
• The majority (80%) would rather spend on experiences than things.
•  Social causes are important and ways to support them are sought out.

Stressors

•  81% wish they had more time to spend with their family.
•  56% are overwhelmed by financial burdens.
• He feels pessimistic about retirement.

Health Attitudes

• 52% have a positive body image.
•  67% try to exercise their brain and their body.
•  20% have had a "wake up call" with their health in the last three years.
•  57% consider themselves health conscious.

Shopping/Spending

Shopping Behaviors/Attitudes

• This group is more likely to use their mobile phone over a PC/laptop when searching for products to buy online. (59% vs. 54%). 30% have used their mobile phones to pay for a purchase in the last month.
• This group is more likely to spend on others, such as children, than themselves.
• He is interested in self care and grooming products.
• The older end of this group (45-50) outspends all other generations when it comes to housing, clothing, eating out, and entertainment.
• The older end of this group is more likely to be loyal to a brand. 60% agree that if they find a brand they like, they will stick with it.
• More than 90% researched a brand in the last month. The top categories they researched are travel (47%), clothing/apparel (43%), electronics (40%), and food or beverages (36%).
• The younger people in this group will spend more for a socially responsible product.
• Favorite Stores

• Some of their favorite stores are Home Depot, Pottery Barn, Banana Republic, Finish Line, Foot Locker, and H&M.

Traditional Media

Television

•  68% in this group have cable television.
• They will actively avoid commercials.
• They spend an average of fifteen hours per week watching television.

News Sources

•  48% listen to the radio.
•  62% still read a newspaper.

Free Time

Statistics

•  40% fantasize about having a day when they have to do absolutely nothing.
• They will spend 18-20 hours a week on leisure activities.
• The most popular things to do with their free time are go out to eat (81%), socialize with friends and family (47%), and watch movies (62%).
•  50% say they pick hobbies that help them unwind and destress.

Hobbies

• Making home improvements was the most popular hobby (26%). Finding the latest tech, sports, gaming, reading, dance, crafting, fitness, music, board games, and cooking are also popular hobbies for this age group.

Online Behaviors

• He goes online to research the best deal on purchases before he makes a decision.
• This group usually goes online with a purpose, due to their busy lives.
• The most popular activities for this group are Facebook (71%), YouTube (59%), Social networking (58%), banking (55%), and playing games on their phone (19%).

Digital Devices

• He prefers to use his smartphone (81%) or laptop (81%). His least favorite device is desktop (48%) or an e-reader (15%).

Digital Content

• They are avid streamers. They subscribe to Netflix (68%), Amazon Prime (49%), Hulu (40%), Spotify (35%), and Satellite Radio (32%).
• They consume seven different types of digital content: weather (68%), news (62%), music (50%), travel (39%), sports (35%), and finance (33%).

Social Media

• Over 80 -99% use social media.
• Their preferred time to access social media is between 8 PM and midnight.
• Their motivation to use social media is goal oriented. They use social media to stay up to date with the news and keep in touch with friends and family. Their top social media activities are consuming content (71%), sharing or reposting content (42%), and creating their own content (29%).
• Social media is used as a referral system for many when researching products.

Facebook

•  Facebook is the most popular choice.
• An average of seven hours per week is spent on Facebook.
• His most popular Facebook pages are The Dad, Alien Gear Holsters, Donnie Baker, Ugly Stick

YouTube

•  73% regularly watch YouTube. The top five categories are home repair and improvement, cooking, technology use and repair, arts and crafts, and beauty and personal care.
•  YouTube is popular since it lets them connect with their kids and keep up with trends that are important to their children.
•  DIY content is one of the most popular viewing topics.

Popular Websites

• Food & Beverage Company- Dos Equis, Miller Lite, Coors Light, Crown Royal
• Comedian- Donnie Baker, Rodney Carrington, Catfish Cooley, Ron White
• Coffee Shop- Black Rifle Coffee Company
• Retail Company- Alien Gear Holsters, GLOCK, Academy Sports + Outdoors, Carhartt
• Clothing Company- American AF
• Clothing Store- Nine Line Apparel, Legendary Whitetails
• Tools/Equipment- Craftsman
• Community- The Dad, NFL Memes, BBQ Pit Boys, NFL Memes
• Motorcycle Dealership- West Coast Choppers
• Outdoor & Sporting Goods Company- Ugly Stik, RTIC Outdoors, Smith & Wesson Inc., Bass Pro Shops, Browning
• Clothing (Brand)- Grunt Style
• Nonprofit Organization- NRA Institute for Legislative Action, NRA - National Rifle Association of America, National Association for Gun Rights
• Personal Blog- 2nd Amendment
• Wine/Spirits- Captain Morgan, Jack Daniel's Tennessee Whiskey
• Politician- Gary Johnson
• Health/Beauty- Dollar Shave Club
• Sports League- UFC
• Brewery-Samuel Adams, Budweiser, Bud Light
• Artist- Kevin Smith
• Apparel & Clothing- Realtree Outdoors®

Life Factors

Home/Family

• The average woman in the group is married and has an average of 2.5 children. They are most likely preteens and older.
• This group is balancing older children, with some in college, and their aging parents.
• She most likely attended college (60%).
• This group has more grandparents than the 35-45 age group, considering the average age of a first time grandparent is 52.
•  62% are the main deciders when it comes to their family budget.

Work

• According to Facebook Insights, the most popular professions that were reported are administrative services (35%), management (31%), sales (26%), healthcare (17%), education (16%), business (13%), and community/social services (11%).
• They are reaching the pinnacle of their careers and are stable, 87% have been at their job more than a year.
• She works a minimum of 25 hours per week.

Travel

• When traveling, they prefer the beach (56%), city (57%), nature (43%), amusement part (38%), cruises (36%), and backpacking (16%).

Personality/Characteristics

Values/Views

• This age group is accepting of others since they grew up with no segregation. They are also tolerant of other lifestyles.
• Having a work-life balance is important.
•  80% are registered to vote, but they do not always participate.
•  81% want more time with their family, and spend their spare time with them (52%).
• Popular Internet Activities: Facebook (71%), YouTube (59%), Social networking (58%), banking (55%), playing games on phone (19%).
• She is most likely politically moderate.
• When asked what is important, being healthy came in first (67%), followed by being in a loving relationship (50%), having a family (38%), being wealthy (24%), and enjoying work (14%).
• She is twice as likely to have a better opinion about the economy. She has been through a recession and is less worried than her younger counterpart.
• She is more likely to be a volunteer.

Stressors

• They are dealing with mortgages, tuition, aging parents, and working long hours.
• They feel that the middle class is vanishing.
•  56% feel overwhelmed by financial burdens.
• She feels pessimistic about her retirement.

Health Attitudes

•  67% try to not only exercise their body, but their brain as well.
•  20% have experienced a health wake-up call in the past three years.
•  57% said they are health conscious.

Shopping/Spending

Shopping Behaviors/Attitudes

• They will search extensively before making a purchase.
• Phones are the preferred choice when making purchases, followed by laptops when they are shopping (59% vs. 54%).
•  30% have used their phones to pay for an item in the last month.
• When they find a brand that works for them, they stick with it (84%).
• Since the majority own homes, purchases for the home like the Nest thermostat are popular.
• They outspend every other generation when it comes to clothes, home purchases, food, and entertainment.
•  92% will pass along a good deal.
•  58% use price comparison sites.
• She shops for beauty products that are age defying and wears less makeup than she did when she was younger. She will spend more for what she considers better quality.

Favorite Stores

• Home Depot and Pottery Barn are favorite stores.

Traditional Media

Television

• If they had to get rid of one device, a television would be the first choice (58%).
• Television is usually recorded to watch later so they can avoid advertising.

News Sources

•  48% listen to the radio.
•  62% read a newspaper.

Free Time

Statistics

• In their free time they enjoy going out to eat (81%), socializing with friends and family (47%), and watching movies (62%).
• They travel at least once per year (73%) and will research the vacation before booking it.
• She spends 18 hours a week on leisure activities.
• They want their leisure times to be a time of relaxing.

Hobbies

• 26% like making home improvements.
•  57% gardened last year and 55% read literature.
• The most popular hobbies for this group are music, sports, gaming, reading, cooking, baking, fitness, art, Netflix, crafting, and dance.

Online Behaviors

• Due to this group being so busy with so many responsibilities, when they go online they go for a reason. They are less likely to go to "waste" time.
• The top topics visited online are weather (68%), news (62%), music (50%), travel (39%), sports (35%), and finance (33%).
• While online the like the following activities: Facebook (71%), YouTube (59%), Social networking (58%), banking (55%), playing games on phone (19%).

Digital Devices

•  86% are smartphone users and 91% use them daily.

Digital Content

• They subscribe to Netflix (38%), Cable(58%), Amazon Prime (35%), Hulu(20%), Spotify- (17%), and Satellite Radio (14%).

Social Media

•  99% use some sort of social media.
•  Social media is a way to keep in touch with friends, family, and to keep up with the news.
• The top activities are consuming content (71%), sharing or reposting content (42%), and creating their own content (42%).
• Women account for 36% of the pins on Pinterest.
• They use Instagram less than the 34-45 age group (8%).

Facebook

•  Facebook is the number one social media website.
• The most popular pages on Facebook are Tee for the Soul , Personal Creations , Kirkland's , Birch Lane, The Paleo Secret, P&G Everyday, Coupon Divas, Hungry Girl, and Crock Pot Girl.
• They are on Facebook more than the 34-45 age group.

YouTube

•  73% of this age group watches YouTube. The five most popular categories are home repair and improvement, cooking, technology use and repair, arts and crafts, and beauty and personal care.
•  YouTube enables her to keep up with trends and news that are important to her family.

Popular Websites

• Health/Beauty- The Paleo Secret, Beyond Diet
• Health & Wellness Website- Hungry Girl, Cleanfoodcrush
• Community- Crock Pot Girl
• Weight Loss Center- WW (formerly Weight Watchers)
• TV Network- Hallmark Channel, USA, Insp
• Food & Beverage- Paula Deen
• Women's Clothing Store- Tee for the Soul, Chic Soul, Lane Bryant, The Mint Julep Boutique
• Food & Beverage Company-Ghirardelli Chocolate Company, Keurig, Betty Crocker
• Comedian- Heather Land — I Ain't Doin It
• Website- Julie's Freebies, Shop Club

Life Factors

Home/Family

• The average man in the group is married and has an average of 2.5 children. They are most likely preteens and older.
• This group is balancing older children, with some in college, and their aging parents.
• This group has more grandparents than the 35-45 age group, considering the average age of a first time grandparent is 52.
•  62% are the main deciders when it comes to their family budget.

Work

• According to Facebook Insights, the most popular professions that were reported are transportation (19%), installation and repair (16%), veteran (15%), construction (13%), architecture and engineering (10%), farming (9%), and protective services (7%).
• They are reaching the pinnacle of their careers and are stable, 87% have been at their job more than a year.

Travel

• When traveling, they prefer the beach (56%), city (57%), nature (43%), amusement part (38%), cruises (36%), and backpacking (16%).

Personality/Characteristics

Values/Views

• This age group is accepting of others since they grew up with no segregation. They are also tolerant of other lifestyles.
• Having a work-life balance is important.
•  80% are registered to vote, but they do not always participate.
•  81% want more time with their family, and spend their spare time with them (52%).
• Popular Internet Activities: Facebook (71%), YouTube (59%), Social networking (58%), banking (55%), playing games on phone (19%).
• He is most likely politically moderate.
• When asked what is important, being healthy came in first (67%), followed by being in a loving relationship (50%), having a family (38%), being wealthy (24%), and enjoying work (14%).
• He is more likely to be a volunteer.

Stressors

• They are dealing with mortgages, tuition, aging parents, and working long hours.
• They feel that the middle class is vanishing.
•  56% feel overwhelmed by financial burdens.
• He feels pessimistic about his retirement.

Health Attitudes

•  67% try to not only exercise their body, but their brain as well.
•  20% have experienced a health wake-up call in the past three years.
•  57% said they are health conscious.

Shopping/Spending

Shopping Behaviors/Attitudes

• They will search extensively before making a purchase.
• Phones are the preferred choice when making purchases, followed by laptops when they are shopping (59% vs. 54%).
•  30% have used their phones to pay for an item in the last month.
• When they find a brand that works for them, they stick with it (84%).
• Since the majority own homes, purchases for the home like the Nest thermostat are popular.
• They outspend every other generation when it comes to clothes, home purchases, food, and entertainment.
•  92% will pass along a good deal.
•  58% use price comparison sites.

Favorite Stores

• Home Depot and Pottery Barn are favorite stores.

Traditional Media

Television

• If they had to get rid of one device, a television would be the first choice (58%).
• Television is usually recorded to watch later so they can avoid advertising.

News Sources

•  48% listen to the radio.
•  62% read a newspaper.

Free Time

Statistics

• In their free time they enjoy going out to eat (81%), socializing with friends and family (47%), and watching movies (62%).
• They travel at least once per year (73%) and will research the vacation before booking it.
• He spends 18 hours a week on leisure activities.
• They want their leisure times to be a time of relaxing.

Hobbies

• 26% like making home improvements.
•  57% gardened last year and 55% read literature.
• The most popular hobbies for this group are music, sports, gaming, reading, cooking, baking, fitness, art, Netflix, crafting, and dance.

Online Behaviors

• Due to this group being so busy with so many responsibilities, when they go online they go for a reason. They are less likely to go to "waste" time.
• The top topics visited online are weather (68%), news (62%), music (50%), travel (39%), sports (35%), and finance (33%).
• While online the like the following activities: Facebook (71%), YouTube (59%), Social networking (58%), banking (55%), playing games on phone (19%).

Digital Devices

•  86% are smartphone users and 91% use them daily.

Digital Content

• They subscribe to Netflix (38%), Cable(58%), Amazon Prime (35%), Hulu(20%), Spotify- (17%), and Satellite Radio (14%).

Social Media

•  99% use some sort of social media.
•  Social media is a way to keep in touch with friends, family, and to keep up with the news.
• The top activities are consuming content (71%), sharing or reposting content (42%), and creating their own content (42%).
• Men are far less likely to share content than women.
• They use Instagram less than the 34-45 age group (8%).

Facebook

•  Facebook is the number one social media website.
• The most popular pages on Facebook are USCCA, Military Machine, Alien Gear Holsters, Ted Nugent, 2nd Amendment, I Love WWII Planes, Concealed Nation, BikerOrNot.com, Dennis Miller, and Sammy Hagar.
• They are on Facebook more than the 34-45 age group.

YouTube

•  73% of this age group watches YouTube. The five most popular categories are home repair and improvement, cooking, technology use and repair, arts and crafts, and beauty and personal care.
•  YouTube enables him to keep up with trends and news that are important to their family.

Popular Websites

• Product/Service- USCCA
• Retail Company- Alien Gear Holsters, GLOCK
• Personal Blog- 2nd Amendment, BikerOrNot.com
• Cause- Concealed Nation
• Actor- R. Lee Ermey, John Wayne
• Journalist- Michelle Malkin
• Motorcycle Dealership- Indian Motorcycle
• Community- The New Resistance, Hillary For Prison, Stop Amnesty, The Tea Party, and Community by WJ
• News Personality- Rush Limbaugh, Sean Hannity
• Tools/Equipment- Craftsman
• Shooting/Hunting Range- Apple Creek, Whitetails Ranch
• Outdoor & Sporting Goods Company- Smith & Wesson Inc., Remington Arms Company
• Comedian- Steven Crowder, Ron White — Official Site
• Author- Allen West, Laura Ingraham
• Athlete- Danica Patrick, Dale Earnhardt Jr.
• Public Figure-Dennis Miller, Mark Levin, Herman Cain, Dinesh D'Souza, Candace Owens, Glenn Beck, Bill O'Reilly, Judge Jeanine Pirro
• 
  
• 
  

Life Factors

Home/Family

• The average family size is 2.5. To make up for the empty nest, a good percentage have dogs (36%) or cats (24%).
• She is most likely married. There is a higher chance that she is a widow than her male counterpart (9% vs. 3%).
• There is an 86% chance that she is a mother. She is most likely a grandmother and has six grandchildren. The average age of a grandparent is 64.

Work

• This group is the most likely to be a veteran.
• About half of this group is still working.
• The most popular professions reported to Facebook are administrative services (36%), management (30%), education (18%), community/social services (14%), healthcare (14%), business (11%), and legal (5%).

Travel

• Their favorite destinations are the beach (53%), the city (45%), nature (35%), amusement parks (20%), and cruises (45%).

Personality/Characteristics

• Older women are twice as likely to have opinions about the economy. 44% are worried about the economy.

Values/Views

•  53% feel that society is too politically correct.
• Human rights are important (87%).
•  88% will vote.

Stressors

• Her health is a concern.

Health Attitudes

•  17% use wearables to track how many steps they take a day, which is right on track with the rest of America.
•  54% have exercised regularly in the last twelve months.
•  26% have been on a diet.
• She is concerned about her health and chooses "super" foods that target certain conditions.

Shopping Behaviors/Attitudes

• They spend money each time they shop.
• She spends her disposable income on travel, dining out, and voluntourism.
• They are the most likely group to splurge on items that are not on their grocery list.
•  31% will buy organic.
• They are the least likely group to make a purchase on their smartphone.
• Their top sources of information about products, in order of popularity, are friends, family, newspapers, magazine, television ads, and online ads.
• Women will shop around for the best deals. Women in this age group are 80% more likely than the under 40 group to do this.
•  58% use price comparison sites.

Traditional Media

Television

•  92% still watch traditional television weekly. The majority record it to watch later.
• They will watch 174 hours of television per month. This is 63% more than the 35-45 age group.
• Their top stations are History Channel, the Weather Channel, Discovery, ESPN, and Fox News.
•  49% subscribe to cable.

Music

• Their favorite music genres are classic rock, country, adult contemporary, classical, and R&B/pop.

Free Time

Statistics

• This age group will spend 21 hours per week on leisure activities. If they are over 68, they will spend 30.
•  78.5 have eaten out in a sit down restaurant in the last thirty days. 84.8% have eaten fast food in the last thirty days. 49% have had fast food four or more times in the last thirty days. They enjoy Chinese the most.
• They are the least likely group to go to a coffee shop.

Hobbies

• The top hobbies for this age group are cooking, DIYs, exercise, movies, music, new technology, socializing, sports, travel, and volunteering.
• They also enjoy gardening, bird watching, the beach, live theater, Sudoku, and PC games.
• Some enjoy rescuing animals to fill up the void from an empty nest.
•  30% have gone to a sporting event in the last year.
•  20% have gone to a live theater event.
•  52% enjoy gardening. Women enjoy gardening more (57%).
•  9% volunteer.

Digital Media

•  24% subscribe to Netflix, 35% to Amazon Prime, 8% to Hulu, 2% to Spotify, and 4% to satellite radio.

Online Behaviors

• They will spend an average of 27 hours per week online, which is the most of any group.
•  60% read articles and blog posts.
•  70% will watch online videos.
•  96% will use a search engine.
•  95% use email.
•  92% shop for products and services online.

Social Media

•  75-91% use social media.
•  5% use Twitter.
• They are the most likely to share political content (95%).
• They are the most likely to share content than any other age group.
• Women are more likely to share content than men (26%)
•  Over half of this group will go to a site after seeing it advertised on social media if it appeals to them.

Facebook

•  Facebook is their choice for reviving "dormant" relationships.
•  16% spend 11 hours or more a week on Facebook.
•  84% prefer Facebook as their social media choice.
• The most popular pages on Facebook for this group, in order of popularity, are The Grandma's Club, Silver Sneakers, The Good Old Days, Donald Trump Is My President, Quilting Deals- Missouri Star Quilt Co., Old Photo Archive, 24 Blocks, Chico's, Poll Hype, and AmoMama.com.

Popular Websites

• Sports- SilverSneakers
• Retail Company- Quilting Deals - Missouri Star Quilt Co
• History Museum- Old Photo Archive
• Magazine- 24 Blocks, Dusty Old Thing
• Clothing (Brand)- Chico's
• Interest- The Grandma's Club, Poll Hype, AWM, AmericaUSA, Patriots for Donald Trump
• Entertainment Website- AmoMama.com, Addicted 2 Country Music
• Education- Quilting Club
• Loan Service- Low VA Rates
• Pet Service- FamilyPet

Life Factors

Home/Family

• The average family size is 2.5. To make up for the empty nest, a good percentage have dogs (36%) or cats (24%).
• He is most likely married.
• There is an 86% chance that he is a father. He is most likely a grandfather and has six grandchildren. The average age of a grandparent is 64.

Work

• This group is the most likely to be a veteran.
• About half of this group is still working.
• The most popular professions reported to Facebook are veterans (14%), installation and repair (14%), construction (11%), farming (8%), protective services (7%), IT and technical (6%), and mathematics and computation (6%).

Travel

• Their favorite destinations are the beach (53%), the city (45%), nature (35%), amusement parks (20%), and cruises (45%).

Personality/Values/Views

•  53% feel that society is too politically correct.
• Human rights are important (87%).
•  88% will vote.
• He is most likely a conservative.

Stressors

• His health is a concern.

Health Attitudes

•  17% use wearables to track how many steps they take a day, which is right on track with the rest of America.
•  54% have exercised regularly in the last twelve months.
•  26% have been on a diet.

Shopping Behaviors/Attitudes

• They spend money each time they shop.
• They are the most likely group to splurge on items that are not on their grocery list.
• They are the least likely group to make a purchase on their smartphone.
• Their top sources of information about products, in order of popularity, are friends, family, newspapers, magazine, television ads, and online ads.

Traditional Media

Television

•  92% still watch traditional television weekly. The majority record it to watch later.
• They will watch 174 hours of television per month. This is 63% more than the 35-45 age group.
• Their top stations are History Channel, the Weather Channel, Discovery, ESPN, and Fox News.
•  49% subscribe to cable.

Music

• Their favorite music genres are classic rock, country, adult contemporary, classical, and R&B/pop.

Free Time

Statistics

• This age group will spend 21 hours per week on leisure activities. If they are over 68, they will spend 30.
•  78.5 have eaten out in a sit down restaurant in the last thirty days. 84.8% have eaten fast food in the last thirty days. 49% have had fast food four or more times in the last thirty days. They enjoy Chinese the most.
• They are the least likely group to go to a coffee shop.

Hobbies

• The top hobbies for this age group are cooking, DIYs, exercise, movies, music, new technology, socializing, sports, travel, and volunteering.
• They also enjoy gardening, bird watching, the beach, live theater, Sudoku, and PC games.
• Some enjoy rescuing animals to fill up the void from an empty nest.
•  30% have gone to a sporting event in the last year.
•  20% have gone to a live theater event.
•  52% enjoy gardening. Women enjoy gardening more (57%).
•  9% volunteer.

Digital Media

•  24% subscribe to Netflix, 35% to Amazon Prime, 8% to Hulu, 2% to Spotify, and 4% to satellite radio.

Online Behaviors

• They will spend an average of 27 hours per week online, which is the most of any group.
•  60% read articles and blog posts.
•  70% will watch online videos.
•  96% will use a search engine.
•  95% use email.
•  92% shop for products and services online.

Social Media

•  75-91% use social media.
•  5% use Twitter.
• They are the most likely to share political content (95%).
• They are the most likely to share content than any other age group.
• Women are more likely to share content than men (26%)
•  Over half of this group will go to a site after seeing it advertised on social media if it appeals to them.

Facebook

•  Facebook is their choice for reviving "dormant" relationships.
•  16% spend 11 hours or more a week on Facebook.
•  84% prefer Facebook as their social media choice.
• The most popular pages on Facebook for this group, in order of popularity, are: AWM OMG, Gone Ballistic, The National Pulse, Conservative World Daily, I Love WWII Planes, John Cornyn, Headline Journal, and Proud Americans Online.

Popular Websites

• Entertainment Website- I Love WWII Planes
• Website- HeadlineJournal.com
• Personal Blog- Click It News, Yes I'm Right
• Financial Service- Wes Moss, Money Matters
• Nonprofit Organization- U.S. Term Limits, Californians for Population Stabilization, No Labels Media Research Center
• News Personality-Brent Bozell, Ben Ferguson
• Community Organization- Fed-Up Americans
• Political Organization- Conservative World, Daily Rebirth of Freedom by WJ, OpsLensHeritage, Action for America, Convention of States, Secure America Now
• Media/News Company- Gone Ballistic, The National Pulse, Proud Americans Online, Lady Liberty News, The Real Patriots, Liberty Chronicle, Conservative Tradition, The Angry Patriot, The Daily Headline, Donald Trump is My President, Conservative Register, Conservative Reporter
•