| |
L.A. DMA |
LATM Readers |
| |
NUMBER |
%COMP. |
NUMBER |
%COMP. |
%COV. |
INDEX |
| TOTAL ADULTS |
12,018,000 |
100% |
3,534,000 |
100% |
29% |
100 |
| |
|
|
|
|
|
|
 |
| GENDER |
|
|
|
|
|
|
| Men |
5,922,000 |
49% |
1,748,000 |
49% |
30% |
100 |
| Women |
6,096,000 |
51% |
1,785,000 |
51% |
29% |
100 |
| |
|
|
|
|
|
|
|
| AGE |
|
|
|
|
|
|
| 25-54 |
7,394,000 |
62% |
2,077,000 |
59% |
28% |
96 |
| 35-54 |
4,793,000 |
40% |
1,409,000 |
40% |
29% |
100 |
| 55+ |
2,956,000 |
25% |
1,010,000 |
29% |
34% |
116 |
| Median Age |
42 years old |
|
44 years old |
|
|
|
| |
|
|
|
|
|
|
|
| HOUSEHOLD INCOME |
|
|
|
|
|
|
| $50,000 - $74,999 |
2,585,000 |
22% |
828,000 |
23% |
32% |
109 |
| $75,000 - $99,999 |
1,526,000 |
13% |
594,000 |
17% |
39% |
132 |
| $100,000 - $149,999 |
1,428,000 |
12% |
551,000 |
15% |
39% |
131 |
| $150,000 + |
974,000 |
8% |
462,000 |
13% |
47% |
161 |
| Median HHI |
$54,614 |
|
$70,535 |
|
|
|
| |
|
|
|
|
|
|
|
| OCCUPATION |
|
|
|
|
|
|
| Professional/Managerial |
1,150,000 |
10% |
589,000 |
17% |
51% |
174 |
| Executive/Administrative/Managerial |
1,247,000 |
10% |
464,000 |
13% |
37% |
127 |
| |
|
|
|
|
|
|
|
| EDUCATION |
|
|
|
|
|
|
| College Grad Plus |
2,604,000 |
22% |
1,218,000 |
34% |
47% |
159 |
| |
|
|
|
|
|
|
|
| GENERAL ACTIVITIES/BUYING BEHAVIOR
|
Spent $40,000+ on a vehicle
in past 12 months |
557,000 |
5% |
223,000 |
6% |
40% |
136 |
| Foreign travel in past 3 years |
3,798,000 |
32% |
1,347,000 |
38% |
35% |
121 |
| Home value $500,000+ |
800,000 |
7% |
483,000 |
14% |
60% |
205 |
Home improvements
in past 12 months |
3,310,000 |
28% |
1,121,000 |
32% |
34% |
115 |
Spent $1,000+ on clothing
in past 12 months |
1,308,000 |
11% |
536,000 |
15% |
41% |
139 |
Consumed 2+ glasses of wine
in past 7 days |
1,750,000 |
15% |
789,000 |
22% |
45% |
153 |
| Entertain at home |
4,910,000 |
41% |
1,608,000 |
46% |
33% |
111 |
Regular exercise
2+ times per week |
4,801,000 |
40% |
1,739,000 |
49% |
36% |
123 |
| |
| Source: 2003 MRI Doublebase/Los
Angeles |
| |
| Top |
| |
|
