The GfK MRI Psychographic Sourcebook

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Survey of the American Consumer: Part 2 II. Community, Politics, Environment & Attitudinal Outlook A. Civic/Political Engagement Segmentation Labels such as Republican, Democratic, Independent, Liberal and Conservative may be useful to journalists and pundits, but they fall short in helping to draw an accurate, in-depth picture of the American political landscape. This segmentation helps marketers better understand the dynamics and motivations of American adults not just as consumers, but also as citizens. • Political Activists Deeply committed to and involved in the political process, these consumers index exceptionally high across a full range of political activities: voting, organizing, communicating, active involvement in local and national politics. They tend to be highly educated and affluent, with a median age of 51.5, and, in political outlook, shun the middle of the road. Newspapers and radio are their most trusted media. • Local Participants These citizens show a high level of interaction with other people in their communities. They serve on local committees, as officers of local clubs and organizations, and engage in public fundraising at three times the national rate. They are affluent and highly educated, somewhat more likely to be women, and just as likely to contribute to PBS or NPR as they are to contribute to religious organizations. Television has a relatively low ranking in their roster of trusted media. • Civic Advocates Members of this segment want their voices heard. They publish books, write articles for magazines and newspapers, deliver speeches and use all forms of media, including live radio and TV programs, to promote their views and opinions. Civic Advocates are likely to be Late Boomers, highly educated, affluent and liberal. They trust the Internet more than any other medium, and are the least likely of the political segments to watch TV (including primetime). continued on next page>> 49
Survey of the American Consumer: Part 2 II. Community, Politics, Environment & Attitudinal Outlook A. Civic/Political Engagement Segmentation (continued) • Vote & Sign Adults in this segment tend to limit their public or civic activities to voting and signing petitions, and to shy away from more active forms of political involvement. They are found across the political spectrum and are generally well-educated and live in high-income households ($60,000+). They trust magazines and radio more than other media, and are heavy magazine, newspaper, Yellow Pages, Outdoor and Internet users. • Strictly Voters They vote in local, state and federal elections, but are otherwise uninvolved in the political process. Members of this segment are evenly distributed between men and women, and are neither poor nor affluent. • Passive Civics Adults in this segment do not vote, and do not involve themselves in any way in political activities. They tend to be younger consumers living in low to middle income households. 50
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GfK MRI Headquarters 75 Ninth Avenu
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The GfK MRI Psychographic Sourcebook

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