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Mature Market Survey:

Shopping Habits & Political Views FA L L

2012


Approach & Methodology Sample Source – Response Mine Interactive (RMI) utilized its internal database of baby boomers and seniors for this survey. Data Collection Methodology – RMI used both telephone and online surveys to collect this data. 19,000 emails generated 214 responses and 7,429 phone contacts resulted in an additional 434 surveys for a total of 648 participants. The collection of data began on August 7, 2012 and was completed on August 13, 2012. Analysis – All responses were compiled and analyzed qualitatively and quantitatively. Findings for total respondents are significant at a 95% confidence level and with a +/- 3.72% margin of error. All survey questions were filtered and presented by age groups with smaller sample sizes. When reviewing findings, readers should keep in mind the sample sizes.


Survey Questions 1. Which of the following best describes your age? a. 33-47 years d. 67-87 years

b. 48-55 years e. 88+ years

c. 56-66 years

2. Which of the following best describes your relationship status? a. Single c. Married

b. In a committed relationship, but not married d. Divorced e. Widowed

3. Are you currently retired? a. Yes

b. No

4. Are you male or female? a. Male

b. Female

5. When making a purchase, what is your preferred method of payment? a. Cash d. Layaway

b. Check e. Unsure

c. Credit Card


6. How many credit cards do you actively use? (Please include all major cards such as AMEX, VISA, MasterCard, etc. as well as retail store credit cards.) a. 0 or None e. 5 or more

b. 2 f. Unsure

c. 3

d. 4

7. When purchasing the majority of your holiday gifts, do you prefer to: a. Shop in-store c. Shop from a catalog

b. Shop online e. Unsure

8. When you receive a catalog, what percentage of the time do you opt to purchase from the retailer’s website? a. Less than 25% d. More than 75%

b. 25% - 50% e. Unsure

c. 50% - 75%

9. When in the gift planning or research stage, do you compare your favorite retailer to competitors online? a. Yes

b. No

c. Unsure

10. When shopping online during the holiday season, your primary reason is: a. Free shipping & returns c. Convenience e. Unsure

b. Exclusive online offers d. Product is not available in-store

11. Do you participate in Black Friday sales? a. Yes

b. No

c. Unsure


12. Do you participate in Cyber Monday sales? a. Yes

b. No

c. Unsure

13. How many people do you buy gifts for at the holidays? a. 1-2 d. 7-10

b. 3-4 e. 10 or more

c. 5-7 f. Unsure

14. What is the average amount of money you spend per person when holiday shopping? a. Less than $50 d. $250-$500

b. $50-$100 e. More than $500

c. $100-$250 f. Unsure

15. Out of those gift recipients you shopped for, how many of them did you buy their gifts online? a. 1-2 d. 7-10

b. 3-4 e. 10 or more

c. 5-7 f. Unsure

16. Do you donate to charity?

a. Yes b. No c. Unsure If answered “No� to Q. 16, skip to Q. 22

17. How do you contribute as it relates to charitable giving? a. Personal time b. Financially c. Goods (i.e. toys, clothes, food) d. A mixture of all of the above e. Unsure


18. What types of charities do you donate to? Choose all that apply. a. Animals

(i.e., Humane Societies, Shelters, Animal Cruelty Organizations)

b. Arts, Culture, Humanities

(i.e., Museums, Libraries, Historical Societies, Landmark Preservation)

c. Education

(i.e., Universities, Research, etc.)

d. Environment

(i.e., Charities that preserve and protect the environment through research, conservation & appreciation)

e. Health

(i.e., Medical research, disease prevention and treatment, promote public awareness, etc.)

f. Human Services

(i.e., Food banks, homeless services, child welfare, crisis services, etc.)

g. International

(i.e., Humanitarian relief, human rights, foreign policy relief, advocacy, etc.)

h. Public Benefit

(i.e., Civil rights, fundraising, research and public policy, etc.)

i. Religious organizations (i.e., religious activity and worship)

j. Other

19. On average, how much do you donate in one year? a. Less than $100 d. $500 - $1000

b. $100 - $250 e. More than $1,000

c. $250 - $500 f. Unsure

20. Do you donate to charity only during the holiday season? a. Yes b. No c. Unsure If answered “No� to Q. 20 skip to 22

21. Is it due to:

a. The holiday spirit d. Tax break

b. Belief in the cause e. None of the above

c. Religious beliefs f. Unsure


22. Do you plan to vote in the upcoming election in November 2012? a. Yes b. No c. Unsure If answered “Yes” to Q. 22 proceed else skip to Q. 25

23. Have you decided which candidate you will vote for? a. Yes b. No c. Unsure If answered “Yes” to Q. 23 proceed else skip to Q. 25

24. Which candidate will you vote for? a. Mitt Romney

b. Barack Obama

25. In the upcoming November 2012 presidential election, which of the following is the most important platform/issue to you? a. Healthcare and Healthcare Reform c. The Environment e. Foreign Policy g. Other (please specify)

b. Taxes and Tax Reform d. The Future of Social Security f. Budget Deficit

26. What is the second most important platform/issue to you? a. Healthcare and Healthcare Reform c. The Environment e. Foreign Policy g. Other (please specify)

b. Taxes and Tax Reform d. The Future of Social Security f. Budget Deficit

27. Do you think the country is better off today than it was 4 years ago? a. Yes

b. No

c. Unsure


28. Do you feel that the state of the economy and the President elect will ___________ your retirement plans/nest egg? a. Not affect c. Greatly affect e. Unsure

b. Somewhat affect d. Completely diminish

29. When you’re watching television, where do you primarily get your political news? a. CNN d. NBC

b. Fox News e. CBS

c. ABC f. Unsure

30. When browsing political news online, what sites do you frequent most often? a. Secondary website (AOL, Yahoo!, MSN, etc.) b. Local news website c. National online newspaper (New York Times, Wall Street Journal, etc.) d. News media website (FOX, CNN, MSNBC, NBC) e. Other f. Unsure

31. Has your vote changed for the November election based on the outcome of Healthcare Reform in June? a. Yes

b. No

c. Unsure

32. Who is your favorite political commentator? a. Anderson Cooper c. Piers Morgan e. Sean Hannity g. Unsure

b. Brian Williams d. Chris Matthews f. Other (please specify)


Summary of Findings


Age 75% of the participants are 56 years of age or older, half of which are past the accepted age of retirement (67 years old). Only 2% of respondents are 88 years or older.

Current Relationship Status A strong majority of study participants (59%) report being married with that percentage growing in direct correlation to respondents’ age – the older the age group, the higher the percentage of married individuals.

Retirement Status Of those surveyed, 67% of the individuals report being retired. Youngest respondents (33-47 years old), not surprisingly, report the lowest retirement levels (17%) while the oldest age group (88+ years) are virtually all retired (93%). As expected, there is a positive and expected correlation between age progression and likelihood to be retired. That said, a full third (34%) of the 55-65 years old group remains unretired and 12% of the older age group (67-87 years old) report not being retired yet.

General Purchase Attitudes & Behaviors Cash is king among survey participants with nearly half (47%) reporting use of cash as their preferred method of making purchases. Checks follow closely behind with an overall 38% score, while credit cards took third place, preferred by only 9% of respondents. Interestingly, preference levels for cash and checks are greatest among the youngest groups; while credit cards appear to grow in preference among the older age categories. It should be noted, that factors such as the recent economic recession, sluggish recovery and a greater consumer awareness of credit card compounded interest, likely affect these survey results.


Number Of Credit Cards Actively Used: Further supporting their lower levels of interest in credit purchases, a full quarter of all respondents report using no credit cards at all. Another half actively uses only one or two credit cards. There is an inverse relationship between number of credit cards actively used and age. According to this sample of respondents, the more advanced in age, the higher the likelihood that they will have a higher number of credit cards in active use.

Holiday Shopping Attitudes & Behaviors When asked to identify their preferred venue for holiday shopping, overall, in store shopping (34%) is preferred over online shopping (13%) and catalog shopping (1%). However, a majority report using a mix of shopping venues when seeking holiday gifts. As might be expected, there is a positive correlation between age and preference for in store shopping. Interestingly, though, there is no inverse correlation between preference for online shopping and age. Website Visited When Catalog Received: Among all study respondents, a full quarter report never visiting retailer websites when they receive catalogs in the mail. That said, four in ten cite visiting retailers’ websites up to 25% of the time and an additional 19% report up to a 50% likelihood of visiting the associated web real estate. Compare Favorite Retailer With Online Competitor During Holiday Gift Shopping? As they are conducting their holiday gift shopping, nearly six in ten (57%) of those surveyed indicate they compare their favorite brick-andmortar retailers with online competitors. Further, there is a clear inverse correlation between likelihood to compare online vs. offline retailers and participant’s age – the older the individual, the less likely they are to compare online and offline merchandisers. Online Holiday Shopping Drivers: With 45% of the vote, free shipping and returns are by far the most popular reason cited by respondents for shop-


ping online. Convenience (11%) and lack of store availability (8%) appear far less influential. That said, there may be many other factors driving online holiday shopping behavior as a full quarter of all participants report being unsure about their reasons for using the channel. Black Friday and Cyber Monday Shopping Sales: Overall, more respondents participate in Black Friday sales (23%) as compared to Cyber Monday (15%) sales. Given increasing frailty experienced by most seniors as years go by, it is not surprising to note the inverse correlation between Black Friday sales shopping and age. Stress and fatigue stemming from Black Friday shopping activity likely contributes to older age groups refraining from venturing out to retail arenas. Similarly, with lower reported levels of online holiday shopping among older age groups, the same inverse correlation between age advancement and Cyber Monday activity is noted. Number of Holiday Gift Recipients: Regardless of age group, the majority of respondents (52%) shop for eight or more gift recipients during the holiday season. While the average number of gift recipients reported overall is ten individuals, this number drops as participants age, albeit not significantly. The youngest (33-47 years old) group purchase gifts for an average of 13 people, while 56 year and older groups report shopping for between nine and ten individuals each holiday season. Average Amount Spent Per Gift Recipient: Overall, nearly four in ten (37%) participants spend less than $50 per recipient and an additional three in ten (31%) spend up to $100 per gift recipient. With an average of ten gift recipients per respondent reported, on average, this sample spends approximately $250 to $750 for gifts each holiday season. Gift Recipients Shopped For Online: Over half (53%) of all respondents report shopping online for someone during the holiday season and 40% cite no online gift shopping. Similar to previous questions pertaining to online purchases there is an inverse relationship between the number of gift recipients for whom study participants shop online and age of those sur-


veyed – the older the respondent, the greater the likelihood that they do not engage in online holiday shopping.

Holiday Donation Attitudes & Behaviors The majority (80%) of those surveyed report making donations during the holiday season and this 80/20 rule is exhibited across all age groups. Of those who make donations, about one-quarter (26%) contribute financially, 6% donate goods and only 3% volunteer personal time. Most participants, however, give on multiple fronts (i.e., funds, goods and/or personal time). Types of Charities Supported: Most survey respondents (52%) cite religious organizations as charities they support. Human services (49%) aid groups follow closely in second place with health (38%) and animal welfare (31%) agencies taking third and fourth place respectively. When analyzed by age categories, those same four charity types rank in the top four for each group with the exception of 88+ years respondents who were more likely to donate to educational causes than human services. Average Amount Donated Annually: Donating, on average, to two charitable organizations annually, boomers and seniors report varying contribution levels. In fact, the overall sample of respondents is well distributed across five giving levels with the $100-$250 amount (21%) and over $1,000 (24%) categories garnering the most responses. Although all age groups report donations at all levels, higher percentages of older groups (67+ years) report contributing in excess of $1,000 annually. Donate Only During Holidays: Although 80% of all respondents make donations during the holidays, only 10% of those donors report making contributions exclusively during the holiday season.


Voting/Political Attitudes & Behaviors A significant majority (89%) of polled boomers and seniors report intentions to vote in the November 2012 presidential election. Of those planning to vote, 80% (or 72% of the entire research audience) already know for whom they will be casting a vote. Among those who are certain about their preferred candidate, 49% would vote for Romney and 38% for President Obama. While the younger sets are in Obama’s camp, 56 year and older respondents report much stronger support for Romney. In fact, in this sample, the older the respondent, the higher the likelihood that he/she will vote for Romney in November. Most Important Issue for November Election: Across the board, health care reform (29%) is identified as the most important election issue. The future of social security (25%) and the budget deficit (18%) take second and third place respectively. Note that a full 17% of all respondents are either unsure or do not know which issues are most important to them in the upcoming election. Is The Country Better Off Than Four Years Ago? With a resounding 64% of respondents indicating the country is not better off compared to four years ago, these sample results mirror national polls reported recently in broadcast news. Among the various age groups, only the youngest group of 33-47 year old participants were positive (48%) about the current state of the country. Given this group’s generally more upbeat view of President Obama, these results are to be expected. All other age buckets exhibit roughly the same overall breakdown of 60% to 70% negative vs. 20% to 27% positive responses. Anticipated Impact of Economy and President Elect On Retirement/Nest Egg: Survey results strongly suggest that no common or homogenous view regarding impact of economy and president elect have emerged in this population. With 40% expecting their retirement to be either not affected or somewhat affected and 36% anticipating it will be greatly affected or fully diminished, clearly two separate schools of thought have developed. The


remaining 23% of participants are unsure regarding future impact of the new president and economy on their retirement. Sources of Political News on TV: Fox News is the clear winner among boomers and seniors as their most cited (31%) TV source for political news. CNN narrowly claims second place with 16% of the vote; followed by NBC (15%), ABC (11%) and CBS (9%). Sources of Political News Online: News media websites like FOX, CNN and MSNBC are the primary (31%) online sources of political news to the mature market. Second place (20%) is claimed by secondary websites like AOL, Yahoo and MSN which are followed by local news websites (17%) and national online newspapers (8%). Impact of June Supreme Court Decision on Healthcare Reform on November Vote: The Supreme Court’s decision in June to uphold constitutionality of the healthcare reform act stirred much speculation about its impact on the upcoming presidential election. Results from this survey, however, strongly suggest the issue has not and will not affect voting behavior among the mature market. Of the respondents, 75% report no modification in their voting intentions while only 13% cite a change resulting from this court decision. Favorite Political Commentator: Perhaps the most relevant learning from this question is that four in ten or 40% of boomers and seniors do not have a favorite political commentator. Of the political commentators offered as candidates in our survey, Sean Hannity (13%) received the highest number of votes with Brian Williams (10%) and Anderson Cooper (10%) tying for second place and Chris Matthews (5%) taking third.


Detailed Findings


Prefer not to answer

88+ years

67 - 87 years

56 - 66 years

48 - 55 years

33 - 47 years

Age Categories 22 Persons

Base = 648

9%

12.8%

34%

38.6%

2.3%

3.4%


Relationship Status Base = 648

6.30% In committed relationship but not married

1.20% Prefer not to answer

10.5% Widowed

11.3% Single

11.9% Divorced

58.8% Married


Relationship Status By Age Category

Base = 648

Married

In committed relationship but not married

Divorced

Widowed

Single

?

Prefer not to answer 33 - 47 years 48 - 55 years 56 - 66 years 67 - 87 years 88+ years Overall


Retirement Status Base = 648

Retired 67%

Non-Retired 33%

Retired Non-Retired


Retirement Status By Age Category

Base = 648 83% 33 - 47 years 17% 58% 48 - 55 years 42% 34% 56 - 66 years 66% 12% 67 - 87 years 88% 7% 88+ years 93% 33% Overall 67% Retired

Non-Retired


Gender

FEMALE 48.1%

Female

312

336 51.9% Male

MALE


Gender

By Age Category MALE

FEMALE

53.40%

46.60% 33 - 47 years 44.60%

55.4%

48 - 55 years 47.7%

52.30% 56 - 66 years 54.40%

45.6%

54.40%

45.60%

67 - 87 years

88+ years 48.10%

51.90% Overall MALE

FEMALE


General Purchase Attitudes & Behaviors


Preferred Method

of Payment For Purchases

38%

Credit Card

47%

Cash

9%

Check

5%

Unsure

1%

Lay away


Preferred Method

of Payment for Purchases by Age Category 2% 3%

33 to 47 yrs 24%

71%

48 to 55 yrs

5%

58%

1% 30%

56 to 66 yrs 48%

1%

9%

37%

67 to 87 yrs 35%

12%

6%

5% 1%

46%

6%

88+ yrs 47%

7%

47% 5% 1%

Overall 47%

Cash

Check

9%

Credit Card

38%

Lay away

Unsure


Number of Credit Cards

Actively Used

25% 29% 23%

4%

2%

1%

9%

7%

+5 No Answer

Don't Know


Preferred Method

of Payment for Purchases by Age Category 2% 3% 2%

33 to 47 yrs 26%

47%

21% 2% 2%

48 to 55 yrs 36%

29%

17%

13%

56 to 66 yrs 29%

3%

29%

20%

29%

5%

2% 2%

67 to 87 yrs 13%

7% 6%

29%

15%

6%

1% 2% 9% 4%

7%

88+ yrs 13%

27%

60%

Overall 25%

29%

+5

23%

No Answer

Don't Know


Holiday Shopping Attitudes & Behaviors


Preferred Venue

for Holiday Gift Shopping

5% Unsure

34%

47%

Shop in-store

A mixture of all of the above

13% Shop online

1% Shop from a catalog


Preferred Venue

for Holiday Gift Shopping by Age Category

Shop from a catalog

7%

A mixture of all of the above

6%

Shop online

3%

Shop in-store

Unsure

5%

7%

10% 40% 46% 57%

48%

1%

46%

47%

2%

1% 13%

17%

13%

13%

26%

30%

35%

33%

33 to 47 yrs

48 to 55 yrs

56 to 66 yrs

67 to 87 yrs

60%

34%

88+ yrs

Overall


% of Time Retailer Website

Used When Catalog Received

26%

0% or Never

7%

51% - 75% of the time

39%

<25% of the time

4%

>75% of the time

19%

25% - 50% of the time

5%

Unsure


% of Time Retailer Website

Used When Catalog Received 2% 7%

2% 4%

5%

6%

5%

4%

5%

17%

7%

4%

24%

18%

23%

15%

38%

34%

33%

48%

7%

5% 4% 7%

33%

19%

39% 60%

24%

33 to 47 yrs

25%

48 to 55 yrs

28%

56 to 66 yrs

23%

67 to 87 yrs

26%

88+ yrs

Overall


In Gift-Planning Stage

Compare Favorite Retailer Against Online Competitor?

Yes

No

57%

38%

Unsure 5%


In Gift-Planning Stage

Compare Favorite Retailer Against Online Competitor by Age Category?

Yes

No

Unsure

33 to 47 yrs 76%

19%

5%

48 to 55 yrs 65%

29%

6%

56 to 66 yrs 57%

39%

5%

67 to 87 yrs 52%

43%

5%

88+ yrs 33%

67%

Overall 57%

38%

5%


Primary Reason for Shopping Online During Holiday Season

Convenience 11.10%

Unsure 24.20%

Online Offers 11.70%

?

Not Available In Store 8.20%

Free Shipping & Returns 44.80%


Primary Reason for Shopping Online During Holiday Season

33 - 47 years 48 - 55 years 56 - 66 years 67 - 87 years 88+ years Overall

Convenience

Free Shipping & Returns

Not Available In Store

Online Offers Unsure

24.10% 21.70%

11.1 0%

14 .8

11.70% %

49 .

39 .70

11.40%

10.80%

% % 40 .10 9 4 %

42 .80

%

26.70%

6.7 0% 44 .80

13.30%

20.00%

12.10%

0% 6.4

0% 8.2

12.10%

0% 7.2 10% 9.

6.70%

0%

% 25.20 % 40.00 0% 24.2

12 .10 %

8.40 % 8.60 %

21.80%


Participate In

Black Friday Sales?

Unsure 1.90%

Yes

23.10%

No

75.00%


Participate In

Black Friday Sales by Age

1.90%

75.00%

0%

86.70%

2.00%

86.00%

1.40%

70.50%

67.50%

2.40%

33 - 47 years

48 - 55 years

56 - 66 years

67 - 87 years

13.30%

12.00%

23.10%

28.20%

30.10%

43.10%

55.20%

1.70%

Unsure No Yes

88+ years

Overall


Participate In

Cyber Monday Sales?

81% No

15.3% Yes 3.7% Unsure


Participate In Cyber Monday Sales? By Age Category Unsure 5.2

72.3

4.1

3.2

77.3

90.8

0

Yes 3.7

86.7 81

Percentage Share %

65.5

2.4

No

29.3 25.3 18.6 13.3

15.3

6

33 - 47 years

48 - 55 years

56 - 66 years

67 - 87 years

88+ years

Overall


Reported Participation In Holiday Sales Events Black Friday vs. Cyber Monday

23%

Black Friday 75%

2% Unsure Yes No

vs. 15%

Cyber Monday

4% Unsure Yes No

81%


Number of People You Shop for During the Holidays

0 or No One

6.3%

1 to 2 People

9.7%

3 to 4 People

10%

5 to 7 People

17.9%

8 to 10 People

21%

> 10 People

31.3%

Don't Know

3.7%


Number of People You Shop for During the Holidays

3.6%

3.4% 10.3%

6%

3.4%

7.2% 8.4%

6.9%

31%

33 - 47 years

36.1% 19%

48 - 55 years

25.9%

19.3%

19.3%

1.8%

4.4%

5.9%

6.4% 10.5%

11.6%

30%

56 - 66 years

11.4%

31.6%

67 - 87 years

16.4%

19.5%

20.9%

9.6%

20% 3.7% 6.3%

6.7%

9.7%

13.3% 6.7%

31.3%

88+ years

Overall

10%

6.7% 17.9%

66.7% 21%

0 or No One 1 to 2 People 3 to 4 People 5 to 7 People 8 to 10 People > 10 People Don't Know


Average Number of Gift Recipients Shopped For During Holidays by Age Category

13

12.8

11

10.8

10.6 10

10.3

9.2

8

8

10.1

MEDIAN

8

8

8

Overall

88+ years

67 - 87 years

56 - 66 years

48 - 55 years

33 - 47 years

AVERAGE


Average Amount Spent On Each Gift Recipient During Holidays

$50 to $100

< $50

37%

31%

> $500

2%

$101 to $250

Unsure

6%

10%

$251 to $500

4%

No Answer

10%


Average Amount Spent On Each Gift Recipient During Holidays by Age Category

< $50

$50 to $100

> $500

$101 to $250

Unsure

$251 to $500

No Answer

46%

47%

31%

37%

35% 35%

29%

35% 31%

30% 23% 20% 20% 14%

10%

8% 7%

5% 3%

33 to 47 yrs

10% 6%

5%

8%

8%

4% 2%

48 to 55 yrs

10%

11%

10%

1%

56 to 66 yrs

11%

7%

10% 7% 7%

3% 3%

67 to 87 yrs

6%

4% 2%

88+ yrs

Overall


Number Of Gift Recipients For Whom You Shop Online

39%

0 or No One

7%

1 to 2 People

6%

8 to 10 People

10%

3 to 4 People

18%

> 10 People

10+

12%

5 to 7 People

7%

Don't Know


Number Of Gift Recipients For Whom You Shop Online By Age Category 2%

33 to 47 yrs 29%

16%

9%

16%

10%

19%

48 to 55 yrs 33%

7%

8%

16%

4%

28%

5%

56 to 66 yrs 36%

7%

13%

15%

7%

16%

17%

67 to 87 yrs 44%

8%

8%

8%

6%

18%

8%

88+ yrs 67%

7%

7%

13%

7%

Overall 39% 0 or No One 1 to 2 People

7% 3 to 4 People

10%

5 to 7 People

12% 6% 8 to 10 People

18% > 10 People

10+

7% Don't Know


General Purchase Attitudes & Behaviors


Donate During The Holidays?

Yes

80%

No

18%

Unsure 2%

What Do You Donate? Financial Assistance

26%

Goods

6%

Time

3%

A Mix Of The Above Unsure

62% 3%


Donate During The Holidays By Age Category

Yes No Unsure

2%

1%

2%

1%

2% 7%

22%

23%

76%

76%

33 to 47 yrs

48 to 55 yrs

19%

15%

7%

18%

80%

84%

87%

80%

88+ yrs

Overall

56 to 66 yrs 67 to 87 yrs


Types Of Donations By Age Category

5%

2%

3%

3%

54% 62% 63% 62%

64%

62%

15% 2%

2% 2% 9%

10%

3%

4%

6%

6% 26%

25%

29%

31%

26%

67 to 87 yrs

88+ yrs

Overall

17%

33 to 47 yrs 48 to 55 yrs

56 to 66 yrs


To What Type(s) Of Charities Do You Donate?

52%

Religious Organizations

49%

Human Services

38% 31% 19% 16% 13%

Health

Animals and Animal Welfare

Education

Public Benefit

International

12%

Environment

11%

Arts, Culture and/or Humanities


Prioritized List of Charity Types To What Type(s) Of Charities Do You Donate?

By Age Group Religious Organizations Human Services

1

4

1

2

1

1

2

1

2

1

2

7

Health

3

3

3

3

3

2

Animals and Animal Welfare

4

2

4

4

4

3

Education

5

7

5

5

5

4

Public Benefit

6

5

6

6

6

5

International

7

9

8

8

7

8

Environment

8

6

7

7

9

6

Arts, Culture & Humanities

9

8

9

9

8

9

34.1

Religious Organizations

46

52.3

Human Services

47.4

41.3

34.1

33.3

59.5

56

38.9

40.5

61.5

48.6 15.4

38.5

51.5

49

38.1

Health 36.4

Animals and Animal Welfare

13.6 15.9

30.2

18.9

21.4

33.1

23.1

29

18.7

Education 12.7

16

15.7

23.1

Public Benefit 13.6 11.1

16

12.9

23.1 14.2

Unsure 13.7 14.8 15.4 12.5

6.3 11.1 14.3

Arts, Culture & Humanities

33 - 47 years

15.6

56 - 66 years 67 - 87 years 88+ years Overall

9.1

Environment

30.8

48 - 55 years 20.5

International

23.1

15.9

12.3

11.9

11.4 9.7 14.3 15.4 4.8

11


To How Many Types Of Charities Do You Donate? 1 to 2 Charities 3 to 4 Charities 0 or None 5 to 7 Charities 8.2%

8 to 10 Charities 2.5%

> 10 Charities 20.8%

19.8%

0%

48.8%


Charity Type Mentions By Age Category Religious Organizations Human Services Health Animals and Animal Welfare Education Public Benefit International Environment Arts, Culture/Humanities Unsure

1

1

6. 3

1

2

1

15. 4

23.1 .4 36

40.5 38.9 33.3 34.1

.1 23

8 0.

23.1

15.7

18.7 15.6 12.5

38.1 52 .3

56

.3 41

14 .8 .0 29

3

21.4

%

.0

13 .7

14.2

4

.1 33

.3

.0 11

15.4

18.9

23.1

9 1.

46.0

16.0

12.9

.3 14 4 5.

3

38.5

12 .7

9.7

49 .0

2 30.

16.0

5 59.

15.9

Overall

61.5

20.5

1.1

1 4.8

3 4.

88+ years

.5 51

6 13.

67 - 87 years

13.6

.4 47

9.1

56 - 66 years

1 4.

.1 11

9 5.

48 - 55 years

6 8.

.4 11

33 - 47 years


Average Amount Donated Annually 23.7%

20.8%

16.3%

16.3%

12.1%

re su Un

00 $1 >

$5 to 51 $2

,0

00

0 00 $1 to 01 $5

$1

00

to

<

$2

$1

50

00

10.8%


Average Amount Donated

23.1

31

10.8 23.7

15.4

13.3

7.4 21.7

11.1 12.7

< $100 $100 to $250 $251 to $500 $501 to $1000 >$1,000 Unsure

30.8

8.6

16.3

18.9

23.8

18.1

29.5

20.8

15.4

16.3

12.1

15.4

13.3 15.7

22.9

19

15.4

13.7

7.9 25.4

31.8

9.1

6.8

11.4

11.4

Annually by Age Category

33 - 47 years

48 - 55 years

56 - 66 years

67 - 87 years

88+ years

Overall


Donate To Charity Only During Holidays?

Base = 520

No 88.10%

Yes 9.60% Unsure 2.30%


Donate To Charity Only During Holidays By Age Category

Unsure No Yes

9.1%

2.30% 92.1%

86.4%

85.1%

1.40% 91%

2.30% 7.7%

88.1%

76.9%

15.4%

12.6% 4.5%

7.9%

33 - 47 years

48 - 55 years

9.6%

7.6%

56 - 66 years

67 - 87 years

88+ years

Overall


Why Do You Donate Only During the Holidays?

Holiday Spirit

26%

Belief In Cause

24%

Religious Beliefs

12%

Tax Break

6%

None Of The Above

34%

Unsure

8%


Voting Attitudes & Behaviors


Voting in November? 4%

8%

89%

Yes

No

Unsure

Know Who You Will Be Voting For?

Yes

No

Unsure

80%

13%

8%

Who Will Receive Your Vote?

Romney

Obama

Unsure

49%

38%

13%


Voting in November? By Age Category

9%

7%

84%

12%

33 to 47 yrs

5%

83%

8%

48 to 55 yrs

6% 1% 93%

7%

67 to 87 yrs

93%

No

87%

56 to 66 yrs

8%

88+ yrs

Yes

5%

4%

89%

Overall

Unsure


Know Who You Will Be Voting For? By Age Category

35% 4%

93%

16% 13% 71%

33 to 47 yrs 8%

4%

12% 9%

48 to 55 yrs

88% 14% 7%

67 to 87 yrs

56 to 66 yrs

79%

8%

88+ yrs

Yes

No

79%

4%

89%

Overall

Unsure


Who Will Be Receiving Your Vote? By Age Category

33 to 47 yrs

20% 70% 10%

48 to 55 yrs

39% 43% 18%

56 to 66 yrs

50%

Romney

34% 15%

67 to 87 yrs

54% 36% 10%

Obama 88+ yrs

55% 27% 18% 49%

13%

Overall

38%

Unsure


Most Important Issue For November Presidential Election?

29%

25% 18% 9%

Health Care Reform

Social Security

Budget Deficit

10% 1%

1%

The Environment

Foreign Policy

Unsure

Taxes and Tax Reform

7%

Don't Know


Most Important Issue

7%

7% 0%

% 13

7%

12%

7%

2%

1%

Health Care Reform

The Environment

Social Security

Foreign Policy

Overall

Budget Deficit

Others

18 %

21 %

% 20

88+ yrs

2

9%

2

% 29

1

12%

6%

0%

6%

1% 1

10%

67 to 87 yrs

9%

%

7%

5%

3%

1%

1

2

1%

% 33

% 26

56 to 66 yrs

6%

1%

17

16 %

12%

48 to 55 yrs

0% % 28

33 to 47 yrs

% 23

% 24

% 31

% 16

% 29

3

For November Presidential Election By Age Category

1%

Taxes and Tax Reform

Don't Know


Second Most Important Issue For November Presidential Election By Age Category

3.9%

% 5.9

2. 2.9

% 25.0

17.1% 29.5%

7.8%

1.3 %

4. 3%

26.3%

19.0 %

4.7 % %

13 .7%

% 19.2

23.5%

17.5%

25.6% 29.3%

29.1%

25.5%

3.8% 4.5%

% 16.7

8. 3

.8% 2 1

4.5%

25.0%

3.8%

8.3%

27.5%

10.3%

3% 8.

11. 1%

7.8%

2.4 8.8% .6 % 2 0 . 9 % 25.0

0% 9.

9

17.6%

7.7%

% 23.1

8% 7.

Health Care Reform Social Security Budget Deficit Taxes &Tax Reform Environment Foreign Policy Other Unsure


Is The Country Better Off Than 4 Years Ago?

27%

Yes 64%

No 10%

Unsure


Is The Country Better Off Than 4 Years Ago? By Age Category

27%

64% 10%

27%

60% 13%

26%

68%

22%

64% 14%

27%

65%

8%

48%

43%

9%

Yes

No

Unsure

6%


How Much Of An Impact Will the Economy and President Elect Have Upon Your Retirement/Nest Egg? 17%

23%

Not Affect

Unsure

23%

8%

Somewhat Affect

Completely Diminish

Greatly Affect

28%


How Much Of An Impact Will the Economy and President Elect Have Upon Your Retirement/Nest Egg? By Age Category 16%

26%

16%

20% 24%

16%

18%

30%

19% 2%

18% 25%

27%

38%

27%

27%

23% 17%

13%

18%

7%

40% 30%

17%

20%

28% 23% 8%

8%

Greatly Affect

Somewhat Affect

Not Affect

Unsure

Completely Diminish


What Is Your Source of Political News on TV?

31%

16%

15%

Fox News

CNN

NBC

11%

9%

18%

ABC

CBS

Unsure


What Is Your Source of Political News on TV?

Unsure 17.60% Fox News 31.20% CBS 9.00%

ABC 10.80%

NBC 15.10%

CNN 16.40%


What Is Your Source

FOX News CNN NBC News ABC News CBS News Unsure

of Political News on TV? By Age Category

8.6%

17.2%

12.0%

13.8%

15.5%

33 - 47 years

18.2%

13.3%

15.7%

29.1%

56 - 66 years

11.8%

48 - 55 years

20.7%

24.1%

9.5%

31.3%

9.6%

18.2% 29.1%

67 - 87 years

11.8% 9.5% 16.8%

14.5%

14.5%

20.0%

18.1%

16.8%

17.6% 31.2%

40.0% 13.3%

88+ years

9.0%

Overall

10.8% 6.7% 20.0%

15.1%

16.4%


When Browsing Online, What Websites Do You Frequent For Political News? Secondary Websites like AOL, Yahoo, MSN 20.1%

News Media Website 31.0% Unsure 23.9%

Local News Website 17.1%

National Online Newspaper 7.9%

Other 0%


When Browsing Online, What Websites Do You Frequent for Political News?

23.9 17.1 7.9

33.3

20

24.4 16.8

7.6

18.2 6.4

21.4

24.1 7.2 24.1

33 - 47 years News Media Website

48 - 55 years

56 - 66 years

Secondary Websites like AOL, Yahoo, MSN

20.1

26.7

31

35.2

31.4 24.1

27.6

20.5

20

16

22.7

32.8

6.9

6.9

25.9

By Age Category

67 - 87 years

Local News Website

88+ years

National Online Newspaper

Overall Other

Unsure


Has Your Vote Changed for The November Election Based on the June Healthcare Reform Court Outcome?

Yes 13.40% No 74.50%

Unsure 12.00%


Has Your Vote Changed for The November Election Based on the June Healthcare Reform Court Outcome? By Age Category 15.5

14.5

12

8.4

26.7

12

81.2 75.9

74.5

67.5

74.5

Percentage %

73.3

18.1 13.4 8.6

33 - 47 years

48 - 55 years Yes

13.4

10.4

56 - 66 years No

67 - 87 years

88+ years

Unsure

Overall


Who Is Your Favorite Political Commentator?

Sean Hannity 12.50%

Brian Williams 10.50%

Unsure 42.70%

Anderson Cooper 10.30%

Other 16.50%

Chris Matthews 5.20% Piers Morgan 2.20%


Who Is Your Favorite Political Commentator? By Age Category Unsure

Other

Piers Morgan

Chris Matthews

Anderson Cooper

Brian Williams

51.7

48.2

46.8

36.8

6.7

Sean Hannity

42.7

33.3

20.4

14.5

1.7 5.2 8.6 15.5

1.2 3.6 14.5

1.4 4.1 10.5

11.4

13.3 2.2 5.2

7.2 8.8 10.4

13.3

20

14.1

1.7

33 - 47 years

2.8

7.2 10.8

16.5

6.7

11.8

15.5

6.7

10.3 10.5 12.5

13.6

48 - 55 years

56 - 66 years

67 - 87 years

88+ years

Overall

RMI Mature Market Survey 2012  

83 Pages of segmented data.

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