Share of Households in Groups Exposed and Not Exposed to Advertising
| Share, in %, of HH (and SD) | ||
|---|---|---|
| Category and Variable | Advertising Exposure | No Advertising Exposure |
| Income ($) | ||
| 0 | 1.39 (.117) | 1.43 (.120) |
| 1–10,000 | 2.63 (.160) | 2.68 (.163) |
| 10,001–15,000 | 4.71 (.212) | 4.69 (.216) |
| 15,001–20,000 | 6.45 (.246) | 6.43 (.249) |
| 20,001–30,000 | 7.88 (.269) | 7.89 (.275) |
| 30,001–40,000 | 5.14 (.221) | 5.10 (.225) |
| 40,001–50,000 | 12.05 (.326) | 12.09 (.322) |
| 50,001–60,000 | 12.24 (.328) | 12.20 (.329) |
| 60,001–75,000 | 20.45 (.403) | 20.42 (.397) |
| 75,001–100,000 | 10.37 (.305) | 10.45 (.302) |
| 100,001–125,000 | 16.66 (.373) | 16.61 (.374) |
| Age | ||
| less than 25 years | 1.72 (.130) | 1.68 (.127) |
| 25–34 years | 6.16 (.240) | 6.22 (.238) |
| 35–44 years | 12.43 (.330) | 12.41 (.319) |
| 45–54 years | 22.74 (.419) | 22.66 (.410) |
| 55–64 years | 27.76 (.448) | 27.84 (.447) |
| 65 years and more | 29.18 (.455) | 29.18 (.466) |
| Race | ||
| Asian | 1.46 (.120) | 1.49 (.121) |
| Black | 7.55 (.264) | 7.47 (.263) |
| Hispanic | 4.99 (.218) | 5.01 (.218) |
| White | 85.70 (.350) | 85.74 (.350) |
| Unknown | 0.30 (.055) | 0.29 (.054) |
| Gender | ||
| Female | 16.85 (.374) | 16.97 (.379) |
| Male | 83.15 (.374) | 83.03 (.379) |
| Population (U.S. HH in metro area) | ||
| 40% | 30.00 (.458) | 30.00 (.457) |
| 30% | 32.74 (.469) | 32.71 (.467) |
| 15% | 24.50 (.430) | 24.48 (.435) |
| All others | 12.75 (.334) | 12.81 (.332) |
| Marital status | ||
| Married | 81.96 (.385) | 82.00 (.392) |
| Single | 8.09 (.273) | 8.02 (.274) |
| Missing | 8.08 (.272) | 8.15 (.286) |
| Unknown | 1.87 (.136) | 1.83 (.132) |
| Education | ||
| Elementary school | 7.92 (.270) | 7.92 (.273) |
| Middle school | 28.97 (.454) | 29.04 (.455) |
| High school | 27.05 (.444) | 27.07 (.440) |
| College | 36.07 (.480) | 35.96 (.482) |
| Average brand | ||
| Spending amount | 3.824 (8.237) | 3.842 (8.493) |
| Promotion amount | 0.566 (1.551) | 0.580 (1.606) |
| Purchase quantity | 1.756 (3.670) | 1.781 (3.930) |
| Average category: | ||
| Spending amount | 38.064 (42.623) | 37.101 (40.570) |
| Promotion amount | 5.288 (7.769) | 5.346 (8.025) |
| Purchase quantity | 16.584 (18.283) | 16.576 (18.923) |
Note: HH = household, SD = standard deviation.