Psychographic Profile of Visitors to the George HW Bush Library Museum

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Psychographic Profile of Visitors to the George HW Bush Library Museum

This report provides a series of psychographic profiles of key demographic categories who are interested in the George H.W. Bush Library and Museum. In Part (A), men over 65 in Texas are demonstrated to be active television watchers and readers with either a basic education or an advanced degree. In Part (B), men between 45-60 in Texas are considered, with the finding that they tend to be straight-edged conservatives with high alcohol consumption but low drug use. In Part (C), women between 45-60 in Texas are profiled, uncovering that they tend to have lower physical activity, higher belief in religion, and higher social media usage. In Part (D), adults over 65 in New York are outlined. Older New Yorkers are more likely to have independent thought patterns, and many of them are women living alone. Part (E) provides insights on the relationship between Texas and New York in terms of factors driving older New Yorkers to visit. New York is both a source of Winter Texans and those seeking permanent relocation to Texas. Full details can be found below.

Part (A): This section provides a psychographic profile of men over 65, with a special focus on those living in Texas. Men in Texas tend to either have a basic education (high school level and no further) or an advanced graduate degree. Drinking alcohol is a popular activity. Men over 65 enjoy physical activities such as hiking and working outdoors. Watching television and reading are popular leisure activities. They are equally involved in the makeup of both Democrat and Republican support in Texas.

Psychographic Profile of Men Over 65 in Texas

  • Higher rate of basic education attainment: The population of Texas is 50.4 percent female and 49.6 percent male, amounting to a difference of 235,778 more women overall. However, the number of high school diplomas attained by both sexes is greater for men (2,225,747 for men and 2,223,134 for women).
  • Advanced degrees: Women have generally higher levels of college attainment, including some college, associate's degrees, and bachelor's degrees. The number of men with graduate degrees is closer to the number of women, however (903,919 men with graduate degrees and 905,714 women with graduate degrees).
  • Hobby: Men and women 65 and older (not Texas-specific) watch the most television of the different age groups, with an average of 4 hours and 14 minutes watched per day. Unemployed Americans over 65 (comprising 80.2 percent) watched even more television at 4 hours and 30 minutes a day.
  • Hobby: Men (not Texas-specific) use their computer for leisure gaming more than women, while adults over 65 in general game more than all other adults except those younger than 34.
    • Men use their computers for gaming for 0.52 hours a day during the week, and 0.75 hours a day on the weekend.
    • Women use their computers for gaming 0.33 hours a day during the week, and 0.40 hours a day on the weekend.
    • Americans between 65-74 use their computers for gaming 0.39 hours a day during the week, and 0.38 hours a day during the weekend.
    • Americans 75 and older use their computers for gaming 0.44 hours a day during the week, and 0.41 hours a day during the weekend.
  • Activity: Adults over 65 (not specific to males or Texans) reported enjoying several physical activities more than any other in 2016.
    • 14 percent named walking or hiking as their favorite activity.
    • 13 percent named outdoor maintenance as their favorite activity.
    • 8.9 percent named sports as their favorite activity.
  • Activity: Adults over 65 (not specific to males or Texans) read more than younger adults.
    • Adults between 65 and 74 spend an average of 0.61 hours a day reading on both weekdays and weekends.
    • Adults 75 and older spend 0.76 hours a day reading on weekdays and 0.91 hours a day on weekends.
    • By comparison, adults 25-34 spend 0.09 hours a day reading on weekdays and 0.13 hours a day on weekends.
  • Texans over 65 (males and females) have more of a mixed political ideology than younger Texans. Texans over 65 have equal representation as supporters of both Democratic and Republican parties, comprising 16 percent of both groups in the state.

Calculations

To determine the population variance of females and males in Texas, the following calculations were performed:
50.4% — 49.6% = 0.8%
0.8% x 29,472,295 (population of Texas) = 235,778

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Part (B): This section provides a psychographic profile of men between 45-60, with a special focus on those living in Texas. Men between 45-60 watch more television now than they have in previous decades. Drinking is a popular activity; however, drug usage among males in Texas is much lower than the national average. They identify with having common sense and prefer small governments.

Psychographic of Men Between 45-60 Living in Texas

  • Hobby: Men of all ages watch more TV than women. Men average about 3 hours per day watching TV, compared to 2 hours and 34 minutes per day for women.
  • Hobby: Adults who are between 50-64 are watching more TV than in previous decades. Men and women between 50-64 watched 14 percent more television in 2017 than they did in 2003.
  • Activity: Men between 45-60 in Texas drink more alcoholic beverages than women in Texas and Americans in general.
    • 24.1 percent of men in Texas of all ages reported excessive drinking in 2019 (compared to a national average of 22.9 percent), indicating a significantly higher rate of drinking by men in Texas.
    • By comparison, 13.6 percent of women of all ages in Texas (compared to 13.4 percent for the national average).
    • 18.9 percent of Texans of both genders between the ages of 45-64 reported excessive drinking in 2019, compared to 15.9 percent of the national average for that age group.
    • Texans (not specific to age or gender) spend an average of $600 more on after-work drinks than the national average ($3,678 compared to $3,035).
  • Texan men use significantly fewer drugs than Americans in general and less than Texan females by comparison with the national average.
    • 12.8 deaths per 100,000 of men in Texas were drug-related, compared to 25.1 deaths per 100,000 for the national average of men. This produced a difference of approximately 49 percent.
    • By comparison, 7.7 deaths per 100,000 of women in Texas were drug-related, compared to 13.3 deaths for the national average. This produced a difference of 42 percent.
    • The age group with the highest rate of drug-related deaths is 45-54, with 18.9 of 100,000 deaths in Texas attributed to it. On a national level, 34.1 deaths per 100,000 of those 45-54 are drug-related.
  • More men of all ages in Texas derive their ideas of right and wrong from common sense than their female counterparts. 41 percent of Texan men named common sense as their source, compared to 36 percent who named religion. By contrast, 45 percent of Texan women named religion as their source of right and wrong, and 37 percent said common sense.
  • More Republican: Men of all ages in Texas lean toward the Republican party by ideology. 41 percent of Texan men prefer the Republican platform, while 38 percent prefer the Democratic one.
  • Men of all ages in Texas prefer a smaller government than a larger government (54 percent compared to 40 percent).

Calculations

To determine the difference in the number of deaths of men from drug use in Texas, the following calculations were performed:
12.8 / 25.1 = 0.509, or 50.9 percent
100–50.9 = 49.1 percent
To determine the difference in the number of deaths of women, from drug use in Texas, the following calculations were performed:
7.7 / 13.3 = 0.58, or 58 percent
100–58 = 42 percent

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Part (C): This section provides a psychographic profile of women between 45-60, with a special focus on those living in Texas. Women in Texas have lower physical activity than their male counterparts and Americans in general. They have a high belief in God and hold religion to be an important part of their lives. They tend to be slightly more Democratic than Republican while also being more conservative ideologically. They are active social media users with strong Facebook and Pinterest adoption, particularly compared to men.

Psychographic Profile of Women Between 45-60 Living in Texas

  • Not as physically active: Women in Texas are less physically active than men in Texas and Americans in general.
    • 28.8 percent of women in Texas were physically inactive in 2019, compared to 26.6 percent of women nationally.
    • By comparison, 22.2 percent of men in Texas were physically inactive in 2019, compared to 21.7 percent nationally. This indicates that women in Texas are significantly less active than their male counterparts.
    • 29.8 percent of Texans of both genders between the ages of 45-64 were physically inactive in 2019, compared to 26.2 percent of Americans in general.
  • Mostly Protestant: Women in Texas of all ages are 82 percent Christian. Of that group, 32 percent are Evangelical Protestant and 25 percent are Catholic.
  • High belief in God: 95 percent of women in Texas of all ages believe in God with some certainty.
  • Highly religious: Religion is at least somewhat important to 91 percent of women in Texas of all ages.
  • More Democratic support: 41 percent of women of all ages in Texas support the Democratic party, compared with 38 percent who support the Republican party.
  • More conservative than liberal: 38 percent of women in Texas of all ages support a conservative ideology, compared with 22 percent of those who support a liberal ideology.
  • High rate of Facebook use: A strongly significant percentage of women between 30-64 use Facebook.
  • High rate of Pinterest use: A significant percentage of women between 30-64 (not specific to Texas) use Pinterest (particularly compared to their male counterparts).
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Part (D): This section provides a psychographic profile of adults over 65 living in New York. Of the age groups in New York, this group feels spiritually at peace the most; it also experiences less frequent distress than adults elsewhere in the country. Adults in New York are less religious than their Texan counterparts and are more inclined to weigh out situations individually to determine right and wrong. The majority of older New Yorkers are women, many of whom live alone. Approximately half of older New Yorkers were born outside of America.

Psychographic Profile of Adults Over 65 Living in New York

  • New York adults over 65 have the highest frequency of feeling spiritual peace and well-being of the age groups in New York. 58 percent of adults over 65 responded that they experience the sensation at least once a week.
  • Adults over 65 in New York experience mental distress less frequently than adults over 65 elsewhere in the country (7.3 percent compared to 7.9 percent).
  • Less importance placed on religion: 72 percent of adults in New York of all ages see religion as at least somewhat important in their lives. By contrast, 86 percent of adults in Texas saw religion as at least somewhat important.
  • New York adults of all ages strongly support moral relativism. 72 percent responded that right and wrong depends on the situation, compared to 62 percent of Texan adults who responded as such.
  • Mixed international composition: 49 percent of New York adults over 65 were born outside the United States.
  • Mostly women: 60 percent of New Yorkers over 65 are women.
  • A significant percentage of older women in New York live alone, particularly those who were born in the U.S.
    • 32 percent of adults over 65 in New York live alone.
    • 38 percent of women over 65 in New York live alone, compared to 24 percent of men.
    • Of adults over 65 who are born in the U.S., 41 percent live alone, compared to 24 percent of those born outside the U.S.
  • Physically active: 47 percent of adults over 65 in New York attain at least 90 minutes of moderate exercise a week.
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Part (E): This section details insights about older visitors from New York coming to Texas. New York is a source of Winter Texans, a category of visitors that includes going to libraries and museums on their list of popular activities. It is also high on the list for permanent relocation.

New York is a Source of "Winter Texans"

  • "Winter Texans" are a population of visitors that come to Texas from northern regions of the country to escape the cold of winter.
  • New York is among the source points of Winter Texans.
  • 57.2 percent of Winter Texans are female, and the average age of Winter Texans is 72.3. This mirrors New York's respective 60 percent female population of those over 65.
  • Winter Texans have been coming to Texas for an average of 11.3 years. They stay for an average of 133 days.
  • Climate and cost of living were the primary motivating factors for Winter Texans in 2018.
  • The most popular activities of Winter Texans are as follows:
    • Musical events are attended often or a lot by 36.8 percent of Winter Texans.
    • Flea markets are visited often or a lot by 33.4 percent of Winter Texans.
    • Exercising is engaged in often or a lot by 31.4 percent of Winter Texans.
    • Further down the list, libraries are visited often or a lot by 13.6 percent of Winter Texans.
    • Museums are visited often or a lot by 6.2 percent of Winter Texans.

New Yorkers Are Permanently Relocating to Texas

  • The number of former New Yorkers who have become permanent residents of Texas is increasing each year. From 2011 to 2018, 59,112 New Yorkers moved to Texas.
  • Some New Yorkers relocated to follow the job market. Texas has had significant job growth in a variety of fields, including technology.
  • Other New Yorkers moved to Texas to pay fewer taxes. Texas charges no income tax to residents; it collects a total of $3,500 per resident compared to New York's $7,400.
  • Some New Yorkers relocated to Texas for cheaper housing. The average home price in Texas is $190,000, compared to $321,934 in New York.
  • The weather is a final motivating factor for permanent relocation. Karen Lanovi, formerly of New York, shares: "It has proven a great decision for my husband, myself and our three children. We, for the most part, have a better life."
Sources
Sources

Quotes
  • "Those ages 55 to 64 averaged 3 hours 14 minutes of TV time per day, and those ages 65 and older averaged an hour more (4 hours 14 minutes) 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. The majority (80.2 percent) of people ages 65 and older were not employed; this group watched TV for an average of 4 and a half hours per day."
Quotes
  • "Change in TV watching per day from 2003 to 2017"
Quotes
  • "The national average spending on after-work drinks was $3,035 — more than $600 less than Texas’ average spending. Texans’ spending at $3,678 is equal to about 650 beers."
Quotes
  • "Winter Texans come from all across the northern half of our great continent, including New York, Minnesota, and British Columbia."
Quotes
  • "The three states have seen an exodus, but it’s not all to Texas and it’s not all about taxes."
Quotes
  • "Many companies are setting up shop in warmer and less costly places, which means that people pondering getting out of the Northeast can now find work. Texas, for example, has seen massive job growth since the recession — and some of the new jobs there are in fields you wouldn’t normally think of as characteristic of Texas. For example, technology. Google, Apple, Dropbox and Oracle all recently built or expanded offices in Austin, as have many others."
Quotes
  • "Texas is one of the few states in the US that boast no income tax."