UNITED STATES DISTRICT COURT FOR THE ... - LCD Class Action

In Re TFT-LCD (Flat Panel) Antitrust Litigation
PAID MEDIA NOTICE PROGRAM:
TARGET AUDIENCE DEMOGRAPHICS
Based on GfK MRI data, the graph below outlines the demographics of Adults 25+, LCD-TV, Adults
25+ HHI $60K+, and Monitor or Laptop Computer Owners. The demographics of adults 18 years
and older (“Adults 18+”) are included for comparison purposes:
DEMOGRAPHICS ADULTS 18+ Adults 25+
Gender
© 2011 KINSELLA MEDIA, LLC
15
Adults 25+
HHI $60K+
LCD-TV, Monitor or
Laptop Computer
Owners
Male 48.4% 48.0% 50.7% 49.4%
Female 51.6% 52.0% 49.3% 50.6%
Age
18-24
25-34
12.7%
17.9%
N/A N/A 13.6%
20.5% 20.4% 19.5%
35-44 18.2% 21.5%
%
24.5% 19.9%
45-54 19.5% 22.4% 26.3% 20.6%
55+ 31.7% 35.7% 28.9% 26.4%
Education
Graduated/Attended
College
55.0%
55.2%
74.4% 63.8%
Graduated High School 30.9% 31.1% 21.9% 27.3%
Household Income 2
Under $10,000 5.0% 4.6% N/A 2.4%
$10,000 - $29,999 18.4% 18.1% N/A 11.5%
$30,000 - $49,999 18.5% 18.0% N/A 16.7%
$50,000 - $75,000 19.1% 19.2% 21.5% 20.9%
$60,000+ 49.9% 51.1% 100% 61.1%
$100,000+ 25.2% 26.0% 50.9% 32.0%
Ethnicity 3
Caucasian
76.3% 77.7% 83.1% 79.9%
African-American 11.6% 11.1% 7.6% 9.0%
Hispanic 13.8% 12.7% 8.6% 12.1%
Asian 3.0% 3.0% 4.2% 3.6%
Other 9.4% 8.5% 5.5% 8.3%
Location
Case3:07-md-01827-SI Document6141-11 Filed07/12/12 Page24 of 138
2 The total percentages listed may not equal 100% because GfK MRI rounds up all percentages to the nearest tenth of a
decimal.
3 The GfK MRI Doublebase Study allows for multi-classification of an individual’s ethnicity. Therefore, the sum of all
ethnicities is greater than 100%.