Jack Mason

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US Men: Psychographic Profile

2.7 million American men earn less than $150,000. An increasing number of men and women of this age are opting for online retail. Annual spending on apparels, accessories, and personal care accounted for less than 5% in 2018. The demographic spends significant time on leisure and sports activities, including watching television, socializing and playing sports. While the segment is increasingly environmentally conscious, these values do not affect the purchase decisions.


  • Of the 2.7 million, 2 million are White, 538,000 are Black, 334,000 are Hispanic, and 92,000 are Asian.
  • The median household income of a male householder between age 45-54 years is $55,623. The median income varies by race with the income of an Asian householder at $70,249, White householder at $60,203, Hispanic at $46,861, and Black at $38,705.


  • Between 2016-18, Americans in $0-35,000 income bracket spent 18% of their wallet on online retail, compared to 22% by those in $35,001-80,000 bracket and 27% by those with income over $80,000. The first group is the fastest-growing segment at 14%, followed by the second at 11% and finally, the third segment at 7%. Baby boomers spent 20% of their wallet on online retail (with a CAGR of 11%), Gen X spent 24% (with a CAGR of 10%), and Millennials spent 28% (with a CAGR of 9%).
  • According to the U.S. Bureau of Labor Statistics, Americans aged 45-54, on average, annually spend $23,358 on housing (31%), $9,400 on food (13%), $11,639 on transportation (16%), $5,011 on health (7%), $4,008 on entertainment (5%), $2316 on apparels and services (3%), and $939 on personal care (1%) among other things. The spending on apparels and services has decreased over the last two decades across age brackets due to price deflation.
  • According to GoBankingRates Survey, Americans aged 45-54 spend, on average, $5,999 annually on non-essential items and, in particular, $828.7 on new clothing and accessories. Men spend $729.2 on new clothing and accessories.


  • According to the U.S. Bureau of Labor Statistics, men aged 45-54 years old spend 9.1 hours on personal care activities, 5.7 hours on work-related activities, 4.9 on leisure & sports, 1.3 on eating & drinking and 1.3 hours on household activities. Personal care activities include sleeping, grooming, health-related self-care, and personal or private activities
  • Men & women aged 45-54 years, on average, spend 4.5 hours every day on leisure and sports activities. Of this, 0.3 hours are spent on sports, exercise and recreation; 0.6 hours on socializing and communicating; 2.6 hours on watching TV; 0.2 hours on reading; 0.2 hours on playing games and using a computer for leisure among other activities.
  • The time spent on leisure and sports activities is higher on the weekends. While men of all ages spend 5.1 hours on weekdays, this goes up to 7.9 hours on weekends. Similarly, Americans in the age bracket 45-54 spend 3.8 hours on leisure and sports activities on weekdays and 6.2 hours during weekends.


  • While there is an increased debate on product sourcing, the prevalence of child labor in the production process, and sustainability, it appears that such values do not impact yet impact decision-making. American consumers across age groups and income care about price (great deals), convenience (availability of products, the convenience of shopping, ease of finding product at the store or on the website, easy check-out process) and product (wide variety of products/styles for the category, high quality/trustworthy products and brands) over alignment with core values and personalized experience.
  • While price and convenience remain critical parameters influencing purchase, Gen X reported caring more about the environment now than they did in their 20s.

Research Strategy

To create a psychographic profile of U.S. men aged 45-54 with an annual household income of less than $150,000, we scoured through U.S. government data on demographics (population and income), time spent on different activities, and consumer expenditure. Links to all spreadsheets used to source data are cited within the text. In addition to this, we also looked at reports and news articles that provide data on spending habits and values for the specific population category. Where information for the specified demographic was not available, we have provided data for the closest substitute.
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US Men: Media Consumption Profile

A great deal of information about Americans' media consumption is available online. However, most of this information is not presented in terms of gender and age cohort, i.e., men aged 45-54, or in terms of household income. Most information is presented as American adults 18 and over, or 15 and over. In addition, some of the information uses an age cohort different from 45-54, e.g., over 50, or 35-49. Very little information on household income was included in the statistics available online, and income information was almost never broken out by gender and age. The media consumption profile of US men aged 45-54 must be estimated, due to these limitations.

A summary of the diverse findings about men's media consumption is presented first, followed by individual statistics and their sources.

Media Consumption Profile of US Men aged 45-54 (Summary of Findings)

  • Some of the American men aged 45-54 use social media, television, radio, and gaming devices.
  • Some like to watch movies in theatres and others on their home televisions, computers, smartphones, or tablets.
  • Most men aged 45-54 listen to AM-FM radio.
  • Very few play video games.
  • Many use their smartphones to shop.
  • Very few read paper copy newspapers.

US Population of Men Aged 45-54

  • According to Statista, on July 1, 2018, the US resident population of males aged 45-54 was 20.54 million of 327,167,434, or 6.72 percent of the population. These are the most recent figures available. (Calculation: 20.54/327,167,434 = 6.72)
  • According to FactFinder, the adult population was 242,487,853, of which 117,932,474 were men and 124,555,379 were women. That means that 48.6 percent of the adult population are men. (Calculation: 117,932,474/242,487,853 = 48.63)

Types of Media Consumed by Men

  • In November 2019, 6.2 percent of men aged 45-54 used Facebook. (Income cohorts were not provided.)
  • In 2018, 31 percent of all men used Instagram. (Age and income cohorts were not given.)
  • 66 percent of Twitter's audience in 2018 in the US was men. (Age cohorts were not given.)
  • 84 percent of U.S. adults who make more than $75,000 a year were YouTube users in 2018. (Gender was not specified.)
  • According to Business Insider, "In the US market, gender, income, and education level have little impact on whether an individual has adopted social networking as an activity." But age does have an impact of social media usage.
  • MusicBiz reported that 82% of adults 45-54 listened to AM-FM radio at least once during the previous 7 days, according to one study published in 2017. (Income and gender cohorts were not supplied.)
  • The Netflix audience in 2019 included 43 percent US subscribers. 17 percent of Netflix subscribers are between the ages of 45-54. (Income and gender cohorts were not given.)
  • A survey conducted in June 2019 found that "just 14 percent of U.S. adults visited a movie theater one or more times per month...." However, 46 percent said that they went to the movies once or year or less. (Income, age, and gender cohorts were not given.)
  • A study looked for the most popular movie genres among adults in the United States as of December 2018, by gender. The study found that men preferred these genres: Comedy 90%, Drama 80%, Adventure 90%, Romantic comedy 67%, Crime 79%, Thriller/Mystery 84%, Romance 55%, Documentary 78%, Animated 65%, Live Action 77%, Fantasy 71%, Musicals 48%, Sci-Fi 76%, Horror 57%. The study did not categorize respondents by age or income.
  • A survey of video game players determined that the age demographic which spent the least amount of time gaming was people aged 45 to 54. This age group spent an average of just 10 minutes a day playing computer games during the week and just 22 minutes on weekends and holidays. (Gender was not specified.)

How Men Consume Media (by what device)

How Much Media Men Consume

  • According to the US Bureau of Labor Statistics, US adults aged 45-54 spent 2.64 hrs per day watching TV in 2018. About 89 percent of adults of aged 45-54 watched TV on any given day. "Overall, men spent more time watching TV than women did. Men averaged about 3 hours per day watching TV...."
  • Overall video use—time that people spent with a TV set, with computer video, and with "video focused app/web on smartphones and tablets—was nearly six hours per day for U.S. adults during first-quarter 2018." The figures are not shown by age category or gender.
  • "US Facebook users aged 45-54 are spending more time on Facebook, and represent 21 percent of the total time spent on the platform, more than any other age group."
  • 27 percent of Netflix subscribers aged 45-54 binge-watch several times a week.

Research Strategy

Multiple sources of information were consulted in an effort to locate the desired information on American men's media use when aged 45-54 and earning less than $150,000 annually. As indicated above, few sources supplied more than one of the characteristics, i.e., age, gender, US residency, and income level. We looked at population statistics, labor statistics, television and radio usage measurements, social media usage, movie viewing, media subscription figures, advertising and marketing industry articles and studies, and general demographic data reports. We made arithmetic calculations of the percent of US men aged 45-54, as shown above, and concluded that this cohort is about 6.72 percent of the US population, or 20.54 million men.
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US Men: Brand Affinities

Brands with a strong affinity amongst men in the US include Ford, Amazon, Apple, PlayStation, and Xbox. By adding age (35+ years) and income (below $150,000) to the mix, the highest-ranked brands are much more varied and include Kellogg's, Netflix, Toyota, Google, and Coca-Cola. Additional generational age breaks (Generation X or 35-54-year-olds) provide even more detail across a broader range of brands, consumer categories and include M&M's, Band-Aid, Samsung, Bose, Vaseline, and Home Depot.

Top Intimate Brands

  • MBLM's Brand Intimacy Study 2020 (their ranking tool is here, see the full report PDF download or register here for their website).
  • The Brand Intimacy Quotient is a proprietary measure that indicates how strong each brand is, relative to the industry or category, within the chosen demographic. Brands may have different scores to indicate their relative "strength" — for example; Intel has the top rating (49.1) amongst 35-54-year-olds, but is 4th with a score of 40 for 45-64-year-olds and across all respondents, Intel's overall score is 36.2. This contributes to a range of brand descriptors such as whether consumers can live without the brand, and if they would be willing to pay more for it, amongst other things.
  • In the US, media and entertainment, automotive, technology and communications industries contain the most "intimate" brands, according to MBLM's Brand Intimacy Study.
  • 2 out of 5 brands, Amazon and Apple, are in second and third place for both women and men. The top brand list for men includes two gaming brands, PlayStation and Xbox, whereas women have more retail brands.
  • Consumers earning $35–$50K are more attached to media & entertainment brands, while those making $75–$100K have more varied brands in their top five, including The North Face.
  • Across all men in the MBLM survey (aged 18–64 years, with income from $35,000 to $200,000 or more), the most intimate brands are Ford, Amazon, Apple, PlayStation, Xbox, YouTube, Jeep, Netflix, Microsoft, and Hulu. Amazon is the only brand to appear in the top five for men across all three age groups (consumers aged 18–34, 35–54, and 55–64 years).

Intimate Brands by Income and Age

Top filtered rankings (using the ranking tool) for men, with an income below $150,000, and aged between 35–64 years:
  • Men aged between 35-54 years: Intel, ESPN, Puma, MasterCard, HBO, Sheraton, Gap, 7-UP, jetBlue, and LG.
  • Men aged between 35-64 years: Ford, Amazon, Kellogg’s, Netflix, Toyota, Google, Coca-Cola, Honda, YouTube, and Samsung.
  • Men aged between 45-64 years: eBay, Levi’s, Heineken, Intel, Stouffer’s, Tropicana, American Express, Gillette, Citibank, and MasterCard.
  • For comparison, the Brand Intimacy Quotient for brands by age is the same for two age groups —eBay is the top brand for 45-64-year-olds (49.1), whereas Intel is top for 35-54-year-olds (49.1).
  • Ford is number one for older men (aged 35-64 years) within this income range and has a quotient of 67.4. Ford ranks 4th across the survey of 400 brands, has a quotient of 64.9, is 1st in the automotive category, and its strongest archetype is "fulfillment." According to the survey, 22% of Ford users can't live without the brand and are willing to pay 20% more for it.

Most Popular Brands by Category, and Gender or Generation

  • YouGov's BrandIndex Ratings results are available here and can be ranked by category, popularity, gender, or generation. YouGov Ratings measures popularity and fame and determines a nationally representative popularity score for brands and products, companies, and people.
  • While there is no breakdown by income, results are available separately for men, and by generation (Generation X is 35-54 years).
  • Across all brands and categories in the survey, the top five most popular brands for men are M&M's, Reese's Peanut Butter Cup, Hershey's, WD-40, and Band-Aid.
  • For Generation X, the most popular brands are similar — the top five are M&M's, Band-Aid, Reese's Peanut Butter Cup, Hershey's, and Reese's.
  • By category and popularity score rankings for age groups and gender, a selection of the most popular brands for this combined audience are M&M's, Band-Aid, Samsung, Bose, Vaseline, and Home Depot. Effectively, these brands are 1st (most popular) for men and Generation X on a category by category basis.
  • M&M's is the most popular food and snack brand in the US and for Generation X (89%), and men (82%). M&M's as a brand is described as delicious, never gets old, good quality, classic, and colorful.
  • Band-Aid’s popularity score is 85% among Generation X, and 79% for men. Band-Aid is the most popular drug brand in the country and is described by fans as reliable, well-made, useful, good value for money, and trustworthy.
  • Samsung is the most popular tech brand, with 80% of Generation X, and 77% of men having a positive opinion of the brand. Samsung is described as good quality, well-made, hi-tech, ahead of the curve, and useful.
  • With a 73% positive opinion score, Bose is the most popular consumer electronics brand among men and is number 1 for Generation X (72%). Bose is the most popular consumer electronics brand because fans see it as a must-have, trustworthy, classy, everywhere, and familiar.
  • Vaseline is number 1 in skincare and cosmetics for Generation X (75%) and men (70%). Vaseline is popular because it is considered necessary, personal, practical, impressive, and familiar.
  • Another top brand for men (73%) and Generation X (74%) is Home Depot. It is the most popular specialty retail store, and seen as good quality, in-demand, well-designed, unique, and family-oriented by its fans.

Research Strategy

While proprietary research such as GfK MRI would reveal a more precise demographic result, the lists above are taken from YouGov’s BrandIndex and MBLM’s Brand Intimacy Study rankings. The online tools provided on their respective sites allowed us to filter brands across geography, age, income, and gender. These lists reflect those brands that are “popular” or “intimate” with consumers, a strong proxy for affinity and more accurate for this purpose than brand value (or profit). Exact age breaks and income were not always available in these pre-compiled formats, so we have included as much detail as possible, to provide the most thorough picture. Based on the revised target market (from men ages 18-40 to an older age group), we have made generalizations using Generation X, 35-64-year-olds, and other age breaks within that range to add breadth and depth.

From Part 01
From Part 02
  • "older generations generally spend the most time with media (adults 35-49 spend over 11 hours a day on it, while adults 50-64 do so at a nearly 13-hour clip)"
  • "Platforms that utilize video content represent a substantial portion of time spent with media. Overall video use—time spent with a TV set, computer video and using video focused app/web on smartphones and tablets—netted out to nearly six hours per day for U.S. adults during first-quarter 2018. Compared with the previous quarter, this viewing time increased by 11 minutes, with six of those minutes stemming from TV-connected devices."
  • "Older people and people who were not employed spent the most time watching TV. Those ages 55 to 64 averaged 3 hours 14 minutes of TV time per day, People who were not employed, which includes people of all ages who did not work for pay, watched TV for an average of 3 hours 49 minutes per day. "
  • "Overall, men spent more time watching TV than women did. Men averaged about 3 hours per day watching TV, and women averaged 2 hours 34 minutes per day. "
  • "People 45-54 spent 2.64 hrs per day watching TV. 89% of People aged 45-54 watched TV on any given day"
  • "People over 15 spent time in activities with others or alone, between 2013 and 2017. With others Alone Leisure and sports, total 56.6 43.4 Computer use for leisure, excluding games 25.4 74.6 Reading for personal interest 29.5 70.5 Relaxing, thinking 44.9 55.1 Playing games 47.1 52.9 Watching TV 52.4 47.6 Participating in sports, exercise, and recreation 62.6 37.4 Arts and entertainment (other than sports) 93.7 6.3 Socializing and communicating 99.0 1.0 Source: U.S. Bureau of Labor Statistics, American Time Use Survey. October through March of 2013–17, "
  • "72% of American adults use social media 78% of American women use social media vs 65% of American men 73% of American adults use YouTube—making it the most popular social media platform 69% of U.S. adults now report that they are Facebook users, of which 74% use Facebook daily More U.S. women (75%) report that they use Facebook than men (63%) 75% of U.S. adults who use Facebook make $75,000+"
  • "Instagram use In the U.S., that gap is higher with 43% of women using the app compared to just 31% of men The amount of American users who make $75,000 or more is tied with American users who make $30,000-$49,999. 42% of U.S. adults who use Instagram have a college degree or more"
  • "Twitter Slightly more men use Twitter than women in the US Overall though, women make up just 34% of Twitter’s audience compared to the other 66% who are men "
  • "YouTube 84% of U.S. adults who make more than $75,000 a year are YouTube users"
  • "In the US market, gender, income, and education level have little impact on whether an individual has adopted social networking as an activity. Age does remain a factor — younger internet users tend to be more likely to engage in social networking overall, and adopt specific social platforms."
  • "US Facebook users aged 45-54 are spending more time on Facebook, and represent 21% of the total time spent on the platform, more than any other age group."
  • "Apart from a peak among the 55-64 year olds (17% vs. 13% average), preference for listening to music was relatively consistent across the age groups. Viewing social media content was also similar across the age groups, aside from a dip among 55-64 year olds (13%), and with a peak among 16-24 year olds (20% vs 17% average)"
  • "82% of adults 45-54 listened to AM-FM radio at least once during the previous 7 days, according to the study. "
  • "nearly half (49%) of those aged 52 to 70 spend at least 11 hours a week online, according to the 2015 State of the User Experience report from Limelight Networks, a content delivery specialist. That compares with 42% of millennials (19- to 35-year-olds). A lot of that online time is spent spending. Boomers ranked researching and shopping as the third and fourth most important online activities (following news consumption and social media), according to the report. Millennials ranked shopping as fifth most important."
  • "And when it comes to shopping on mobile, one in four people aged 55 and older do so, according to a report by BI Intelligence, a research service from Business Insider. Further, 24% of online shoppers fall between the ages of 45 and 54, "
  • "West also pointed out that boomers generate more than 51% of the spending in the United States (and have a total annual economic activity of roughly $7.6 trillion, according to AARP). Regardless of where or how that 51% of spending occurs, the fact is older consumers represent a sizable and potentially lucrative long-term market base for digital retail."
  • "boomers purchase half of the computers and two-thirds of the new cars sold annually, according to Bloomberg Business Week. They also spend a lot of money on their pets. These preferences reflect the boomers’ interest in catching up with family members via social media (particularly Facebook), traveling and adopting new household members. Merchants from Best Buy to PetSmart would benefit by finessing their Facebook presence."
  • "Baby boomers are among the longest-studied demographics in retail. It would be a mistake for merchants to allow the long shadow of millennials to blot out the boomers’ complex value. "
  • "Top 25 websites with the most male audiences. "
  • "Top 25 websites with the most senior audiences."
  • "Conservative 101, a conservative news and opinion website, wins the gold for largest concentration of senior traffic with nearly 40% of web visitors over the age of 65. Overall, websites with the largest share of senior visitors tended to be news websites, particularly those leaning to the far right, like Freedom Daily and US Herald, or far left, like Truth Examiner. Beyond news, seniors also made up large percentages of web traffic for entertainment websites like TheJigsawPuzzles.com and Viral Kittens, and online gaming site Shockwave."
  • "Understanding how your clientele consumes media is critical to your marketing success. Here’s how the demographics measure up: Ages 45-54 Online: 54% TV: 26% Game Consoles: 5% Print Press: 5% Broadcast Radio: 11% "
  • "Due to the overwhelming migration to digital media, traditional media has suffered tremendously: Television is down 9-39% depending on the demographic, online radio has commanded 44% of the market share and newspaper circulation has dropped for over 15 years consecutively. Although viewership has dropped significantly, rates have not."
  • "All marketing mediums can be measured in a cost per thousand, notated as CPM (Cost per Mille). Here’s how the platforms measure up: Broadcast TV: Average CPM $10 – $23 Cable TV: Average CPM $9 – $25 Radio: Average CPM $10 – $20 Social Media Marketing: Average CPM – $1 – $4 Search Engine Marketing: Average CPM – $4.03"
  • "Well defined business goals should shape your marketing strategy. Are you: Building brand awareness? Increasing website traffic? Expanding your email list? Growing your social media presence? Generating leads? Educating your consumer? Staying competitive in your industry? "
  • "As of Q3 of 2018, 57% of Netflix subscribers are international. This makes 43% US subscribers. "
  • "24% of Netflix subscribers are between the ages of 18-24, 25% are 25-34, 19% are 35-44, 17% are 45-54 and 14% are 55+."
  • "27% of ages 45-54 binge-watch several times a week."
  • "Most popular movie genres among adults in the United States as of December 2018, by gender Comedy 90%, Drama 80%, Adventure 90%, Romantic comedy 67%, Crime 79%, Thriller/Mystery 84%, Romance 55%, Documentary 78%, Animated 65%, Live Action 77%, Fantasy 71%, Musicals 48%, Sci-Fi 76%, Horror 57%"
  • "The study revealed that comedy was the favorite genre among 90 percent of men and 91 percent of women, though drama, adventure, and action were similarly popular. Survey in late 2018."
  • "During a survey in June 2019, it was found that just 14 percent of U.S. adults visited a movie theater one or more times per month, but 46 percent stated that they went to the cinema to watch a movie once or year or less."
  • "The age demographic which devoted the least amount of time to gaming was the 45 to 54 years category. Members of this age demographic spent an average of just 10 minutes playing on the computer during the week and only 22 minutes during weekends and holidays. "
  • " on average, men spent more time both during the week and on weekends playing games on the computer. "
  • "10.26 + 10.28 = 20.54 million of US population is men aged 45-54 on July 1, 2018"
  • "estimate of US population 327,167,434 on July 1, 2018"
  • " Both sexes Men Women 18 years and over 242,487,853 117,932,474 124,555,379"
From Part 03
  • "Wherever you see data (or numbers) on the page, we’re simply showing absolute percentages. For example, for Gender, we show the percentage of men and the percentage of women who view that thing positively. For Age, we show the same thing by generation i.e. the percentage of Millennials, Baby Boomers and Generation X who view that thing positively. In this case, Age is defined in generational terms per year of birth: Baby Boomers: 1946-1964 Generation X: 1965-1981 Millenials: 1982-1999"
  • "7554 interviews - YouGov ratings data collected between February 2019 and February 2020"
  • "We show nationally representative popularity percentage scores. The positive popularity score is calculated by taking the proportion of people who view something positively and showing it as a percentage of all of the people who have given any opinion about that thing, including “have heard of”. The same calculation is used for the neutral, negative & have heard of percentage scores. Our sample mirrors the demographics of the US and the data is weighted to be nationally representative. "
  • "Bose is described by fans as Must have, Trustworthy, Classy, Everywhere and Familiar."
  • "Explore nearly 400 intimate brands and filter across geography, age, income and gender."
  • "A strong emotional connection is a key requirement and the foundation of intimacy. The greater the emotional connection between a brand and a consumer, the more powerful the relationship. This connection is determined by the degree of overall positive feelings a user has toward a brand and the extent to which a person associates the brand with key attributes."
  • "BRAND INTIMACY QUOTIENT- The score assigned to each brand that ranges from 1 to 100. The Quotient is based on prevalence (the percentage of users who are intimate), intensity (where the relationship is on the spectrum of three stages: sharing, bonding, and fusing), and character (performance on key archetypes). It is a shorthand score that demonstrates how a brand is performing relative to its ability to create ultimate brand relationships and enables comparisons to other brands in the same category or to the industry average."
  • "During 2019, MBLM, with Praxis Research Partners, conducted an online quantitative survey among 6,200 consumers in the United States (3,000), Mexico (2,000), and the United Arab Emirates (1,200). Participants were respondents who were screened for age (i.e., 18 to 64 years of age) and annual household income ($35,000 or more) in the U.S. and socioeconomic levels in Mexico and the UAE (A, B, and C socioeconomic levels). Quotas were established to ensure that the sample mirrored census data for age, gender, income/socioeconomic level, and region. The survey was designed primarily to understand the extent to which consumers have relationships with brands and the strength of those relationships (from fairly detached to highly intimate). We modeled data from over 6,200 interviews and approximately 56,000 brand evaluations to quantify the mechanisms that drive intimacy. Through factor analysis, structural equation modeling, and other sophisticated analytic techniques, the research allows marketers to better understand which levers need to be pulled to build intimacy between their brand and consumers. Thus, marketers will understand not only where their brand falls in the hierarchy of performance but also how to strengthen performance in the future."
  • "Brand Intimacy Study 2020. The largest study of brands based on emotion. Explore our annual report that details this year’s Top 10 Most Intimate brands. In addition, our report features: Demographics and global findings: Discover findings related to age, income, gender and geography. ROI: See how top intimate brands outperform the Fortune 500 and S&P for profit and revenue. Smartphone ecosystem: Learn more about how brands that embrace or enable consumers’ widespread use of smartphones are more intimate than those that don’t. Top industries across markets: See the top 3 most intimate industries across the U.S., Mexico and the UAE."