Psychographic Sourcebook - GfK MRI
Psychographic Sourcebook - GfK MRI
Psychographic Sourcebook - GfK MRI
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PART 1: Survey of the American Consumer<br />
VI. <strong>Psychographic</strong> Segmentation Analyses<br />
V. Civic & Political Engagement Segmentation, continued<br />
• Vote & Sign<br />
Adults in this segment tend to limit their public or civic activities to voting and signing petitions, and to shy away from more active<br />
forms of political involvement. They are found across the political spectrum and are generally well-educated and live in high-income<br />
households ($60,000+). They trust magazines and radio more than other media, and are heavy magazine, newspaper, Yellow Pages,<br />
Outdoor and Internet users.<br />
• Strictly Voters<br />
They vote in local, state and federal elections, but are otherwise uninvolved in the political process. Members of this segment are evenly<br />
distributed between men and women, and are neither poor nor affluent.<br />
• Passive Civics<br />
Adults in this segment do not vote, and do not involve themselves in any way in political activities. They tend to be younger consumers<br />
living in low to middle income households.<br />
Source: Mediamark Research & Intelligence, Fall 2007<br />
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