A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
Overview
Key Traits
Retirees
Suburban and urban living
Empty-nesters
Active social lives
Stable
Cautious money managers
Optimistic
Health-conscious
Traditional media
Late digital adoption
Rankings
Metropolitan City: Top 10
CBSA Markets
11/19
Internet: Changed the Way I
Shop for Products/Services
18/19
GreenAwareSM: Behavioral
Greens
1/19
Exercise: Regularly
17/19
Income: Estimated Household
17/19
Age: Head of Household
19/19
Children: Presence
19/19
7.25%
6.18%
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
Overview
7.25%
6.18%
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
Description
Overview
With more than 90 percent of members over 65 years old, Golden Year Guardians are the oldest group. The seniors in these four segments are predominantly
white, poorly-educated and living on extremely modest retirement funds. Nearly two-thirds are widowed and living alone; the remainder are empty-nesting married
couples. Many now reside in active retirement communities after having uprooted themselves from their family homes so they could live among people of similar
ages and incomes. These members of the Greatest Generation typically came from humble origins and now enjoy unpretentious lifestyles.
Golden Year Guardians are scattered throughout the nation, though they're centered in Sun Belt suburban retirement communities like Sun City, Ariz., Delray
Beach, Fla., and Laguna Woods, Calif. Many are still living the American dream of home ownership, though their modest cottages and bungalows are valued at
three-quarters of the national average. A quarter live in apartments which are a mix of condos, garden-style apartments and older retirement homes, located in
larger cities where they've lived for many years. Many have sought out communities where they could live free of urban concerns like crime and rush-hour traffic.
Others have moved to new locations for a chance to establish new friendships and engage in new leisure activities.
With incomes half the national average, many Golden Year Guardians households face financial challenges as they struggle to get by on their Social Security
checks and pensions. Only a small percentage has a substantial nest egg or investment portfolios. When they were growing up, many had few educational
opportunities, and more than two-thirds failed to go beyond high school. They typically held jobs in the blue-collar and service sectors. Today, more than 80
percent are retired and living on fixed incomes. While many have paid off their mortgages - one-third has lived at the same address for over two decades - they
still lack the discretionary cash to enjoy a carefree retirement.
Golden Year Guardians tend to lead quiet lifestyles. Their social life revolves around various community groups, and they belong to churches and synagogues as
well as veterans' clubs and arts groups. They spend a lot of their time in their residences reading books, gardening and doing needlework. For fun, they like to
play cards, see a play, try their luck at bingo, or go out to dinner at home-style restaurants like Bob Evans, Cracker Barrel and Old Country Buffet. Foreign travel is
outside their budgets, but many enjoy a trip to Maine or North Dakota by train, excursion bus or RV. A big trip is a cruise along the Alaskan coast or around the
Caribbean.
Golden Year Guardians tend to be conservative, whether the subject is politics or shopping. They stick to favorite brands when it comes to fashion, patronizing
mid-market stores like Bealls, Stein Mart and Dillard's. While they like to buy new cars every few years - sedans or luxury models preferably made in America they're more reticent about acquiring consumer electronics. They describe themselves as tech-shy, and buy no new electronic gadgets more than the average.
Golden Year Guardians are a strong market for traditional media. They subscribe to daily newspapers to stay informed and like listening to newscasts on the
radio. They describe TV as their main source of entertainment; they watch news, movies, game shows and sitcoms. Many arrange their schedules around favorite
TV programs, typically shows on cable networks like AMC, CNBC, the Golf Channel, Hallmark Channel and Movie Channel. These seniors are a prime market for
women's and home magazines such as Martha Stewart Living, Family Circle, Country Living and Better Homes & Gardens. Most are still shy about the Internet,
telling researchers that computers leave them baffled.
At the ballot box, it comes as no surprise that this group of seniors is solidly Republican. They have high rates for voting and describe their political outlook as
“very conservative”. Though they're not big on demonstrating over an issue, they will donate to political, environmental and health causes.
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
Description
Digital behavior
Golden Year Guardians are not active in digital media. They have little high-speed Internet access, and they are late adopters of smartphones and handheld
devices. However, they are discovering the Internet in increasing numbers, and recent research shows that they go online to browse sites that offer banking,
insurance, travel and legal services. They enjoy sending e-greetings to friends and relatives. They're discovering the Internet as an information tool for news,
political affairs and sports highlights involving golf, horse racing, baseball and motorsports. Among their favorite Websites are those related to health, illnesses
and caregiving.
A B C D E F G H
I
K L M N O P Q R S
J
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
6.18%
7.25%
Who we are
Head of household gender
Head of household ethnicity
Female
42.9%
Male
57.1%
Head of household age
0.1%
Age 19-24 years
Age 25-30 years
0.1%
Age 31-35 years
0.1%
Age 36-45 years
0.3%
Age 46-50 years
0.5%
Age 51-65 years
6.0%
Age 66-75 years
381
32.5%
Age 76+ years
785
60.5%
Family structure
Married with kids in household
0.6%
Married without kids in household
35.9%
Single male head with kids
0.0%
Single female head with kids
*
Single male head without kids
1.2%
Single female head without kids
1.0%
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
6.9%
African American
Asian
1.5%
Caucasian
82.4%
Native American
0.2%
Hispanic
4.3%
Hispanic - Caribbean
1
1.2%
Hispanic - Mexico
1
2.5%
Hispanic - Central American
1
0.0%
Hispanic - South American
1
0.1%
Hispanic - European
1
0.0%
Assimilated - English speaking
1.7%
Bilingual English
2
0.4%
Bilingual Native
3
1.4%
Unassimilated - do not speak English
1.6%
0
50
100
150
200
0.3%
Unknown marital status with kids
275
Unknown marital status without kids
0
50
100
150
200
61.0%
1
Included in the overall Hispanic category representation
Bilingual English - prefer English, but speak native language
3
Bilingual Native - prefer native language, but know English
2
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
Who we are
Household size
1 person in household
53.4%
2 persons in household
33.0%
3 persons in household
9.4%
4 persons in household
2.8%
5+ persons in household
1.4%
Children
Presence of a child
0.9%
Presence of a child 0-3 years
0.2%
Presence of a child 4-6 years
0.2%
Presence of a child 7-9 years
0.1%
Presence of a child 10-12 years
0.1%
Presence of a child 13-18 years
0.4%
Additional adults in household
Presence of an aged parent in household
1.5%
Presence of a young adult in household
1.5%
TGI socio-economic levels
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Level 1 (top 10%)
3.6%
Level 2 (next 20%)
14.0%
Level 3 (next 30%)
23.3%
Level 4 (next 40%)
59.2%
Mean %
12.48%
Index
0
0
50
100
150
200
50
100
150
200
6.18%
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
Where we live
Length of residence
Type of property
5.5%
Single family dwelling
66.0%
2-3 years
8.0%
Multiple family dwelling: 2 units
1.1%
4-5 years
11.2%
Multiple family dwelling: 3 units
2.2%
6-7 years
8.7%
Multiple family dwelling: 4 units
0.9%
8-9 years
7.0%
Multiple family dwelling: 5-9 units
3.5%
10-14 years
14.6%
Multiple family dwelling: 10-19 units
3.2%
15-19 years
15.5%
Multiple family dwelling: 20-49 units
226
6.2%
20-24 years
6.8%
Multiple family dwelling: 50-100 units
320
6.8%
22.7%
Multiple family dwelling: 101+ units
264
9.9%
1 year or less
264
25+ years
Year property built
Urbanicity
Average household density
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
50
100
150
5.3%
1999 to current
13.9%
Metropolitan city - top 10 CBSA markets
6.4%
1995-1998
8.4%
Metropolitan city - next 25 CBSA markets
8.0%
1990-1994
7.6%
Metropolitan city - next 50 CBSA markets
7.4%
1980-1989
13.4%
Metropolitan city - balance CBSA markets
12.8%
1970-1979
16.6%
Suburban city style
34.9%
1960-1969
13.7%
Suburban non-city style
8.0%
1950-1959
11.5%
Rural city style
14.1%
1940-1949
5.7%
Rural non-city style
8.0%
1939 or earlier
9.1%
0
50
100
150
0
200
50
100
150
200
Mean %
12.48%
Index
0
1
200
1
Higher values indicate households tend to live in more densely populated areas
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
Where we live
Estimated current home value
Less than $50,000
5.3%
$50,000-$74,999
10.7%
$75,000-$99,999
13.4%
$100,000-$149,999
27.1%
$150,000-$174,999
10.0%
$175,000-$199,999
7.5%
$200,000-$249,999
10.0%
$250,000-$299,999
6.1%
$300,000-$349,999
3.6%
$350,000-$399,999
2.1%
$400,000-$499,999
2.4%
$500,000-$749,999
1.7%
$750,000+
0.4%
Home ownership
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
Homeowner
74.4%
Renter
22.3%
Unknown
3.3%
0
50
100
150
200
6.18%
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
How we get by
Head of household's education
Head of household's occupation
Less than High School
38.5%
Retired
High School diploma
29.9%
Professional/Technical
6.4%
Some College
13.7%
Sales/Service
6.1%
Bachelor's degree
11.1%
Farm-Related
0.2%
Graduate degree
6.8%
Blue Collar
2.7%
Other
1.2%
549
83.3%
Someone in household's education
Less than High School
44.0%
High School diploma
40.2%
Some College
20.8%
Retired
Bachelor's degree
15.0%
Professional/Technical
12.6%
Graduate degree
8.9%
Sales/Service
15.4%
Farm-Related
0.9%
Blue Collar
5.7%
Other
4.3%
0
50
100
150
Someone in household's
occupation
381
200
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
88.3%
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
What is our financial circumstance
Estimated household income
Discretionary spend estimate
Less than $15,000
231
24.5%
$888-$6,000
8.7%
$15,000-$24,999
238
22.6%
$6,001-$7,500
14.5%
$25,000-$34,999
16.0%
$7,501-$8,000
4.3%
$35,000-$49,999
15.3%
$8,001-$9,500
12.6%
$50,000-$74,999
9.2%
$9,501-$11,000
11.0%
$75,000-$99,999
5.5%
$11,001-$13,000
14.2%
$100,000-$124,999
4.0%
$13,001-$16,000
15.1%
$125,000-$149,999
2.3%
$16,001-$19,000
9.1%
$150,000-$174,999
0.2%
$19,001-$23,000
5.5%
$175,000-$199,999
0.1%
$23,001-$26,000
2.2%
$200,000-$249,999
0.3%
$26,001-$32,000
1.9%
$250,000+
0.1%
$32,001+
1.0%
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
Banking and investments
Non-interest-bearing Checking account(s)
24.0%
Interest-bearing Checking account(s)
41.0%
Savings account(s)
41.0%
Savings certificates CD - long term
22.0%
Savings certificates CD - short term
9.2%
Cash Management account(s)
4.8%
Debit card/Electronic Funds Transfer
13.0%
0
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
What is our financial circumstance
Financial accounts
Consumer confidence
Have credit cards
77.0%
Lowest consumer confidence
5.6%
Higher consumer confidence
4.3%
Use credit cards
9.7%
Have Auto loan(s) for new car
9.8%
Have Home Mortgage (first)
12.0%
Have Home Equity loan
4.7%
9.3%
Economic outlook
Own other Bonds
7.0%
6.1%
Own Money Market
20.0%
Expect to spend a lot less on household
essentials (i.e. food, gas, etc) in next year
Own Mutual Funds
18.0%
Expect to spend about the same on household
essentials (i.e. food, gas, etc) in next year
50.0%
Expect to spend a lot more on household
essentials (i.e. food, gas, etc) in next year
5.8%
I think that i am worse off financially now
than a year ago
39.0%
I think that I am better off financially
now than a year ago
12.0%
I expect the American economy will be
worse off in the coming year
41.0%
I expect the American economy will be
better off in the coming year
24.0%
Likely to buy a big ticket item in next 30 days
8.2%
2.5%
Own Keogh/SEPP IRA/Pension
4.5%
Own 401(k)
6.6%
Own 529 College Savings Plan
0.6%
Own IRA
20.0%
Own tax shelter annuities
5.2%
Own any investments
45.0%
Homeowners' insurance
66.0%
Life insurance
51.0%
Understanding Charts
Index
0
50
100
150
200
1.9%
Own U.S. Savings Bonds
11.0%
Mean %
12.48%
53.0%
Higher purchase propensity
27.0%
Own common stock in any other company
The Index is shown as a bar, and the
Mean % is shown to the right:
Lowest purchase propensity
Have Mutual Fund - Brokerage accounts
Own common or preferred stock in company worked for
Unless otherwise stated, charts show
the Index and Mean %.
Purchase propensity
0
50
100
150
200
0
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
What is our financial circumstance
TGI socio-economic levels
Median equivalency score
Level 1 (top 10%)
3.6%
Highest average risk
10.5%
Level 2 (next 20%)
14.0%
2nd highest average risk
17.8%
Level 3 (next 30%)
23.3%
3rd highest average risk
28.3%
Level 4 (next 40%)
59.2%
2nd lowest average risk
25.8%
Lowest average risk
17.6%
Home expenditures
Home improvements - $2,000+
8.7%
Summarized Credit Factors
Home improvements - $999 or less
18.0%
Best average credit
21.8%
Average most active users of credit
15.7%
Most average credit inquiries
16.5%
Method of transacting
Methods used to pay bills - online
11.0%
Methods used to pay bills - automatically
deducted from bank account
28.0%
Sent money to another person
outside U.S.
2.8%
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
Under-banked
6.7%
Not under-banked
93.3%
0
Tax preparation method
Understanding Charts
ChoiceScoreSM
Offline
17.0%
Offline with advisor
47.0%
Online
5.3%
0
50
100
150
200
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
How we live our lives
Newspapers
Magazines
The New York Times - daily
9.9%
Airline/In flight
4.0%
USA Today - daily
15.0%
Automotive
5.9%
The Wall Street Journal - daily
9.9%
Black/African-American
1.4%
The New York Times - Sunday
12.0%
Business and Finance
10.0%
The Wall Street Journal - Sunday
10.0%
Child rearing/Parenthood
12.0%
Business/finance - section
20.0%
Computers
3.2%
Classified - section
9.7%
Entertainment
27.0%
Comics - section
23.0%
Epicurean
9.6%
Editorial - section
27.0%
Fishing, hunting, and outdoor recreation
7.5%
Entertainment (movies, restaurants, etc.) - section
23.0%
General editorial
56.0%
Fashion - section
13.0%
Health and Fitness
15.0%
Food/Cooking - section
23.0%
Home and home services
39.0%
Front page - section
45.0%
Men's
6.6%
General news - section
39.0%
Metropolitan/Regional/State
14.0%
Home/Furnishings/Gardening - section
13.0%
Music
1.8%
Movie listings and reviews - section
15.0%
News
26.0%
Reality shows viewed
22.0%
Newsweeklies
22.0%
TV or radio listing - section
25.0%
Science/Technology
9.4%
Special appeal
27.0%
Sports
11.0%
Travel
5.2%
Women's
37.0%
Women's fashion, beauty, and grooming
3.9%
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
0
50
100
150
200
0
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
How we live our lives
TV
TV viewed
1 TV in household
44.0%
Evening animation shows
5.9%
2 TVs in household
35.0%
Game show/Contest shows
19.0%
3+ TVs in household
15.0%
General drama shows
54.0%
Own big screen projection (42+ inches)
8.0%
How-to/Instruction shows
15.0%
Own flat panel - LCD
26.0%
Movies
8.3%
Own flat panel - plasma
11.0%
News/Documentary shows
46.0%
Own high-definition TV
45.0%
Reality shows
40.0%
Own portable DVD player
9.3%
Situation comedy shows
27.0%
Own DVR built-in to cable/satellite box
10.0%
Own standalone DVR box
5.0%
Bought high-definition discs (Blu-Ray)
17.0%
Have ever used Video on Demand (VOD)
9.6%
Subscribes to cable
73.0%
Subscribes to digital cable
33.0%
Household has satellite dish
26.0%
Household has pay-per-view TV access
43.0%
Method to see what’s on TV
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
Interactive program guide
5.7%
Internet
1.5%
Local cable listings channel
20.0%
0
50
100
150
200
Gaming - State Lottery
44.0%
Bought tickets
Played daily drawing
8.4%
Played instant game
18.0%
Played weekly drawing
30.0%
Bought tickets more than once a week
9.5%
Bought tickets 1-4 times a month
13.0%
Bought tickets once a month or less
20.0%
Gaming - Casino
30.0%
Visit a casino
0
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
How we live our lives
Arts and entertainment
Arts and entertainment
49.0%
Attended museums
15.0%
Bought book from book club
3.4%
Attended restaurant (not fast food)
56.0%
Bought book from book store
29.0%
Attended bars/nightclubs/dancing
7.7%
Bought book
Bought book from Internet
5.1%
Listening to music
58.0%
Bought games and toys
32.0%
Playing musical instrument
6.4%
Bought children's books
12.0%
80s music
4.6%
Bought electronic educational toys
2.1%
Easy listening music
29.0%
Bought infant toys
7.8%
Alternative rock music
2.8%
Bought play sports equipment
2.1%
Hip hop music
1.8%
Bought pre-school toys
7.0%
Country music
20.0%
Bought video games
8.3%
R&B music
7.5%
Collect coins
13.0%
Pop music
4.6%
Collect Disney items
2.8%
60s to 70s music
16.0%
Collect ornaments
7.6%
Classical music
21.0%
Collect sports memorabilia/trading cards
2.8%
Jazz music
11.0%
Collect any collectible
39.0%
Attended comedy club
6.2%
Attended concert
22.0%
Attended dance performance
6.7%
Attended live theater
23.0%
Attended movies
50.0%
Attended aquarium
5.8%
Attended zoo
6.7%
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
0
50
100
150
200
0
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
How we live our lives
Leisure activities/hobbies
Sports and fitness participation
Antique shopping/shows
11.0%
Aerobics
6.0%
Bird watching
13.0%
Backpacking/Hiking
3.2%
Board games
16.0%
Baseball
5.1%
Card games
32.0%
Basketball
4.9%
Cooking for fun
23.0%
Bicycling - mountain/road
3.0%
Education courses
8.1%
Bicycling - stationary
8.4%
Gardening
31.0%
Billiards/Pool
6.7%
Go to beach/lake
21.0%
Bowling
8.6%
Needlework/quilting
14.0%
Camping trips (overnight)
5.3%
Painting, drawing, sculpting
5.3%
Downhill/Cross country skiing
1.5%
Photography
14.0%
Fitness walking
32.0%
Reading books
57.0%
Football
4.4%
Tailgating
1.1%
Fresh-water fishing
8.5%
Attend sports events
7.9%
Golf
11.0%
Belong to American Association of
Retired Persons (AARP)
220
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
Horseback riding
1.3%
Jogging/Running
3.2%
Belong to art associations
(museum, symphony, opera, dance)
4.6%
Motorcycling
1.2%
Belong to church/temple/synagogue
38.0%
Power boating
2.6%
Belong to country club
2.8%
Swimming
18.0%
Belong to environmentalist organization
2.5%
Tennis
5.0%
Belong to PTA/parents' association
0.6%
Use cardio machine
9.4%
Belong to union
2.8%
Weight training
6.1%
Belong to none of these
27.0%
Yoga
4.1%
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
39.0%
0
50
100
150
200
0
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
How we live our lives
Sports interests
Sports watched (TV)
College Basketball
16.0%
Indycar series
College Football
24.0%
College Baseball
7.0%
Horse Racing
12.0%
Bowling
10.0%
Major League Baseball (MLB)
31.0%
Fishing
6.7%
NASCAR Racing
12.0%
Rodeo
7.5%
National Basketball Association (NBA)
14.0%
Skiing
7.7%
National Football League (NFL)
34.0%
Major League Soccer (MLS)
2.3%
Olympics
38.0%
Track and Field
5.1%
Poker Championships
5.2%
Volleyball
4.0%
Soccer
3.6%
WWE
3.9%
Tennis
13.0%
X-Games
2.1%
Attend Sports Events
7.9%
NASCAR Racing - frequently
5.7%
MLB regular season - frequently
14.0%
MLB post season - frequently
11.0%
NBA regular season - frequently
5.4%
NBA post season - frequently
5.6%
College Football regular season - frequently
14.0%
College Football post season - frequently
11.0%
NFL regular season - frequently
26.0%
0
50
100
150
200
10.0%
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
NFL post season - frequently
18.0%
Summer Olympics - frequently
14.0%
Winter Olympics - frequently
14.0%
0
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
6.18%
How we live our lives
Vehicle classification
Vehicle classification
Alternate power - hybrid car
0.4%
Upscale - luxury
5.4%
Alternate power - hybrid truck
0.1%
Upscale - near luxury
4.1%
CUV - entry level
2.4%
Upscale - premium
0.1%
CUV - mid range
1.1%
Upscale - ultra
0.0%
CUV - premium
0.5%
Van - full sized
2.2%
Mid range car - lower
8.8%
Van - mini
5.9%
Mid range car - premium
7.7%
New vehicles
37.8%
Mid range car - standard
16.8%
Used vehicles
62.2%
Pickup - full sized
10.9%
Leased vehicles
3.6%
Pickup - small
6.3%
Domestic vehicles
71.9%
Small car - budget
1.7%
Import vehicles
28.1%
Small car - economy
10.2%
Households with no vehicle
21.3%
Sporst car - premium
0.8%
Households with 1 vehicle
12.5%
Sports car - touring
1.6%
Households with 2 vehicles
17.1%
Sports car - upper premium
0.2%
Households with 3+ vehicles
49.1%
SUV - entry level
1.5%
SUV - large
1.3%
SUV - lower mid range
2.7%
SUV - pickup
0.2%
SUV - premium large
0.2%
SUV - upper mid range
0.4%
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
265
Traditional car
0
50
100
150
200
6.6%
0
50
100
150
200
A B C D E F G H
I
J
K L M N O P Q R S
62 63 64 65
Donald & Dorothy
Group Q: Golden Year Guardians
Retirees living in settled residences and communities
7.25%
How we live our lives
Work transportation
Work from home
3.5%
Car - alone
78.1%
Carpool
11.6%
Public transportation
3.0%
Motorcycle
0.1%
Bicycle
0.3%
Walk
2.6%
Other
0.7%
Travel
I prefer traveling in the U.S. as opposed to
traveling to foreign countries
55.0%
I love the idea of traveling abroad
32.0%
Like vacations where activities are
organized for me
31.0%
Have taken a cruise ship vacation
in last 3 years
14.0%
Domestic travel for vacation
33.0%
Foreign travel for vacation
19.0%
Visited theme parks
5.9%
Visited Disney (any Florida)
theme parks
2.1%
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
0
50
100
150
200
6.18%