Audience Behaviors

Demographics

| Audience Targeting
audience demographics
AGE GR PCG CVG OXM PTOM NP TR MPC ML BR
21+ 88.1% 88.4% 96.0% 72.3% 89.0% N/A 91.4% 87.8% 92.0% 97.0%
18 - 34 57.6% 66.2% 68.0% 75.5% 54.0% 77.0% 51.5% 59.3% 50.8% 67.0%
18 - 49 90.4% 87.0% 95.0% 95.4% 87.0% N/A 86.6% 85.1% 76.2% 83.1%
Gender GR PCG CVG OXM PTOM NP TR MPC ML BR
Male 67.9% 87.7% 98.0% 73.0% 94.0% 77.0% 73.3% 89.5% 59.0% 99.0%
Female 32.1% 12.3% 2.0% 27.0% 6.0% 23.0% 26.7% 10.5% 41.0% 1.0%
Education GR PCG CVG OXM PTOM NP TR MPC ML BR
College + 26.8% 30.4% N/A 30.8% 22.0% 42.0% 26.7% 35.8% 35.5% N/A
Post Grad Degree 84.0% 49.0% N/A 0.9% 9.0% N/A 82.0% 53.0% 11.4% N/A
College Grad 27.8% 32.6% N/A 6.8% 30.0% 26.0% 30.1% 31.2% 17.2% N/A
HHI GR PCG CVG OXM PTOM NP TR MPC ML BR
>$30,000-49,999 56.7% 35.0% N/A 49.9% 35.0% 34.0% 36.5% 48.1% 53.1% 14.0%
$50,000-74,999 12.1% 15.7% N/A 19.3% 18.0% 13.0% 13.3% 73.0% 12.9% 18.0%
$75,000-99,000 13.5% 13.5% 13.0% 12.7% 12.0% 7.0% 17.8% 16.3% 30.1% 18.0%
$100,000 + 17.6% 35.7% 25.5% 18.1% 22.0% 10.0% 32.3% 28.3% 39.0% 49.0%
Marital Status GR PCG CVG OXM PTOM NP TR MPC ML BR
Single 29.1% 53.2% N/A 63.3% 44.0% 73.0% 21.3% 48.9% 24.4% 20.0%
Married 42.2% 34.4% N/A 26.2% 45.0% 18.0% 52.7% 42.5% 44.9% 80.0%
Employment GR PCG CVG OXM PTOM NP TR MPC ML BR
Employed (Part & Full) 50.2% 66.9% 71.0% 61.6% 77.0% 48.0% 51.6% 72.1% 35.5% 86.0%
Students 73.0% 9.4% 16.0% 9.6% 6.0% 26.0% 3.2% 6.4% 5.1% 14.0%

Source: comScore February 2012, MRI DoubleBase 2011, Reader Surveys