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MARKET SURVEY Demographic Profile of West Volusia Pennysaver Readers
Matches closely to that of the West Volusia market as a whole. | Research Company: | Minnesota Opinion Research, Inc. | | Area Covered: | Volusia and Flagler Counties | | Method: | Telephone interview | | Period Covered: | Interviews conducted November, December 2003 | | Sample Size: | 1,206 Telephone Interviews | | Respondents: | Men and Women, age 18 and older | | Population Projections: | Total sample projected to represent 424,600 adults in the Market Area. | | Sample Tolerance: | Results from the survey, when relying on the entire data set, have a margin of error of 2.8 percent. When looking at smaller subsets within the data, the margin of error is larger. | | Data Presentation: | The numbers in the survey are projected from sample numbers and rounded to the nearest hundred. Because of this, numbers do not always add exactly to the total market figures, and percentages do not always add exactly to 100% The numbers and percentages in the tables do not necessarily add up to the total market line, but instead are intended to represet the relationship of the individual categories in production to the total market. | | Demographic profile of adults: | West
Volusia
Market | %
Market | West
Volusia
Pennysaver
Readers | %
Market |
| | SEX | | | | | | Men | 67,163 | 47% | 28,935 | 45% | | Women | 75,737 | 53% | 34,722 | 54% | | | | | | | | AGE | | | | | | 18-34 | 35,725 | 25% | 15,432 | 24% | | 35-54 | 52,873 | 37% | 25,720 | 40% | | 55-64 | 18,577 | 13% | 9,002 | 14% | | 65 or older | 34,296 | 24% | 13,503 | 21% | | | | | | | | HOUSEHOLD INCOME | | | | | | Less than $35,000 | 44,299 | 31% | 20,576 | 32% | | $35,000 to $49,999 | 34,296 | 24% | 14,789 | 23% | | $50,000 to $74,499 | 34,296 | 24% | 16,075 | 25% | | $75,000 plus | 30,009 | 21% | 12,860 | 20% | | | | | | | | EDUCATION | | | | | | College educated | 88,589 | 62% | 37,937 | 59% | | | | | | | | HOME OWNERS | 118,607 | 83% | 52,726 | 82% | | | | | | | | CHILDREN IN HOUSEHOLD | 48,586 | 34% | 22,505 | 35% |
| | Total Adults in Market: | 142,900 | 100% | 64,300 | 100% | 45% of West Volusia adults read the Pennysaver in the last 7 days
reaching far more adults than any other print publication Adults by
Pennysaver Readership: | Total Adults | % MKT. |
| | Read in Past 7 Days | 64,300 | 45% |
| | Adults in Market | 142,900 | 100% | 
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