Demographic Profile of Young Families Edition REACH
12.5 million households nationally - Every major trading area Over 22 million adult parents - 80% between the age of 18 and 39
AGE
MOTHER
FATHER
18-29 30-39 40-49 50+
29% 52% 15% 4%
22% 56% 16% 6%
SIZE OF HOUSEHOLD
Every household has at least one child 0 thru 6 years old.
71% of households have two or more children Average Number of Persons per Household: 4.2 Average Children per Household by Age
0-3 4-6 7-11 12-18
1.20 .75 .48 .07
INCOME & EDUCATION
ATTITUDE TOWARD SAMPLES
Average Household Income: $32,865 Graduated from or attended college: Women 56% Men 60%
Prefer to receive samples Through the mail 56% Hand 9% Newspaper 8%
RESIDENCE
64% have lived at current address for over three years 46% own their own home
Area of Residence Central City 19% Town 30% Suburban 39% Rural 12%
COUPON & PREMIUM USAGE
INTERNET USAGE
92% use three or more coupons a week 83% use five or more coupons a week (heavy users) 74% will pass along offers and coupons 77% respond to refunds and premium offers
