Demographic Profile of Mature Americans Edition (Adults 50 to 65) REACH
12.5 million households with at least one person 50 to 65 - Every major trading area
Over 20 million mature adults
AGE
FEMALE
MALE
45-49 50-59 60-69
21% 53% 26%
2% 66% 32%
SIZE OF HOUSEHOLD
INTERNET USAGE
Average number of persons per household: 2.2 Average number of adults: 1.7
63% own a home computer 51% use the Internet
INCOME & EDUCATION
EMPLOYMENT
Graduated from or attended college: Women 46% Men 52%
51% of women work part time or full time
COUPON & PREMIUM USAGE
RESIDENCE
87% use three or more coupons a week 72% use five or more coupons a week (heavy user) 78% will pass along offers and coupons 74% respond to refunds and premium offers
78% own their own home Area of Residence Central City 17% Town 21% Suburban 48% Rural 14%
