OLIVE TREE STRATEGIES NATIONAL STUDY / DECEMBER 2015

Table 38-1
QUESTION O6:
Finally, the new Star Wars movie will debut in theaters in a few days. Do you plan to see the new Star Wars movie in the theater?
BANNER 1

GENDER
AGE
GENDER/AGE
ETHNICITY
4 POINT REGION
=========== ============================= =================================== ============================= ==============================
MEN
MEN
MEN WOMEN WOMEN WOMEN
NORTHMIDTOTAL MEN WOMEN 18-34 35-44 45-54 55-64 65+ 18-44 45-64 65+ 18-44 45-64 65+ WHITE HISP BLACK ASIAN OTHER EAST SOUTH WEST WEST DATA
----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ------ ----- ----- ----- -----

BASE=TOTAL SAMPLE

1500
100%

720
48%

780
52%

405
27%

270
18%

**D/S (YES - NO)

-147
-10%

23
3%

-170
-22%

26
6%

8
3%

YES

619
41%

343
48%

276
35%

207
51%

NO

766
51%

321
45%

446
57%

DON'T KNOW

112
7%

55
8%

3
-

1
-

REFUSED

PAGE 11

261
17%

247
16%

300
20%

286
19%

275
18%

152
10%

389
26%

233
16%

990
66%

255
17%

180
12%

60
4%

15
1%

-4
-70 -102
-2% -28% -34%

75
26%

-7
-3%

-41
-41
-67
-60 -173
-27% -10% -29% -41% -17%

12
5%

-5
-3%

20
33%

133
49%

114
44%

75
31%

84
28%

176
61%

120
44%

46
30%

164
42%

69
30%

38
26%

373
38%

125
49%

77
43%

181
45%

125
46%

118
45%

146
59%

186
62%

100
35%

127
46%

88
57%

205
53%

136
59%

98
67%

546
55%

112
44%

57
7%

17
4%

12
5%

29
11%

25
10%

28
9%

10
3%

27
10%

17
11%

20
5%

27
12%

10
7%

70
7%

2
-

1
-

2
1%

1
1%

1
-

1
1%

2
-

OLIVE TREE STRATEGIES

148
10%

271
18%

560
37%

320
21%

349 1500
23% 100%

-1
-9%

-10
-76
-38
-4% -14% -12%

-23 -153
-7% -10%

38
63%

7
44%

118
44%

223
40%

128
40%

150
43%

615
41%

82
46%

18
29%

8
54%

128
47%

299
53%

166
52%

173
49%

768
51%

17
7%

20
11%

5
8%

2%

24
9%

37
7%

26
8%

25
7%

114
8%

1
-

1
-

1
-

1
-

3
-

OLIVE TREE STRATEGIES NATIONAL STUDY / DECEMBER 2015

Table 38-2
QUESTION O6:
Finally, the new Star Wars movie will debut in theaters in a few days. Do you plan to see the new Star Wars movie in the theater?
BANNER 2

MARITAL
CHILDREN
GENDER/ETHNICITY
STATUS
AT HOME
EDUCATION
INCOME
EMPLOYMENT
=================================== =========== =========== ================= ======================== ===================================
UNWHITE WHITE BLACK BLACK HISP HISP
NOT
HS OR SOME
$20K- $60KFULL PART EMPLRET- STUTOTAL MEN WOMEN MEN WOMEN MEN WOMEN MRRD MRRD
YES
NO
LESS COLL COLL+ <$20K $60K $100K $100K+ TIME TIME OYED
HM
IRED DENT
----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ------ ----- ----- ----- ----- ----- -----

BASE=TOTAL SAMPLE

1500
100%

503
34%

487
32%

66
4%

114
8%

106
7%

149
10%

757
50%

727
48%

571
38%

**D/S (YES - NO)

-147
-10%

-34
-7%

-139
-28%

7
10%

-11
-10%

27
26%

-15
-10%

-13
-2%

-125
-17%

47
8%

YES

619
41%

213
42%

160
33%

34
52%

43
38%

64
60%

61
41%

347
46%

271
37%

290
51%

328
36%

150
33%

177
40%

290
48%

NO

766
51%

247
49%

299
61%

28
42%

55
48%

36
34%

76
51%

360
48%

396
54%

243
43%

514
56%

261
58%

234
53%

DON'T KNOW

112
7%

43
9%

26
5%

4
6%

16
14%

5
4%

12
8%

49
7%

60
8%

37
6%

72
8%

39
9%

3
-

2
-

1
1%

REFUSED

PAGE 12

915
61%

450
30%

441
29%

238
16%

616
41%

329
22%

202
13%

613
41%

173
12%

347
23%

55
4%

24
-83
4% -35%

-68
-11%

41
12%

9
5%

66
11%

-16
-37
-43 -111
-9% -30% -25% -32%

9
16%

67
28%

248
40%

172
52%

103
51%

324
53%

73
42%

34
28%

57
34%

100
29%

30
54%

267
44%

150
63%

315
51%

132
40%

93
46%

258
42%

88
51%

71
58%

99
59%

211
61%

21
39%

30
7%

42
7%

20
8%

53
9%

24
7%

6
3%

29
5%

12
7%

18
15%

13
8%

35
10%

4
7%

1
-

2
-

1
-

-186 -111
-56
-20% -25% -13%

OLIVE TREE STRATEGIES

600
40%

122
8%

169
11%

OLIVE TREE STRATEGIES NATIONAL STUDY / DECEMBER 2015

Table 39-1
QUESTION O7:
And, who would you say is your favorite Star Wars character?
BANNER 1

BASE=YES Q.O6

PAGE 13

GENDER
AGE
GENDER/AGE
ETHNICITY
4 POINT REGION
=========== ============================= =================================== ============================= ==============================
MEN
MEN
MEN WOMEN WOMEN WOMEN
NORTHMIDTOTAL MEN WOMEN 18-34 35-44 45-54 55-64 65+ 18-44 45-64 65+ 18-44 45-64 65+ WHITE HISP BLACK ASIAN OTHER EAST SOUTH WEST WEST DATA
----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ------ ----- ----- ----- ----619
100%

343
55%

276
45%

207
33%

133
21%

114
18%

75
12%

84
14%

176
28%

120
19%

46
7%

164
27%

69
11%

38
6%

373
60%

125
20%

77
12%

38
6%

7
1%

118
19%

223
36%

128
21%

150
615
24% 100%

HAN SOLO

119
19%
(1)

73
21%
(1)

46
17%
(2)

32
15%
(2)

25
18%
(3)

24
21%
(1)

16
22%
(2)

23
27%
(1)

28
16%
(2)

28
23%
(1)

17
36%
(1)

28
17%
(2)

12
18%
(3)

6
16%
(3)

89
24%
(1)

24
19%
(1)

1
1%
(9)

4
12%
(5)

1
10%
(3)

21
18%
(2)

34
15%
(3)

23
18%
(1)

41
27%
(1)

121
20%
(1)

YODA

110
18%
(2)

51
15%
(3)

59
21%
(1)

38
18%
(1)

27
20%
(1)

18
16%
(3)

19
25%
(1)

7
9%
(4)

28
16%
(3)

21
17%
(2)

1
3%
(6)

37
23%
(1)

16
23%
(1)

6
16%
(2)

66
18%
(2)

16
13%
(3)

11
15%
(2)

15
39%
(1)

2
25%
(1)

25
21%
(1)

46
21%
(1)

20
16%
(2)

19
12%
(3)

114
19%
(2)

LUKE SKYWALKER

99
16%
(3)

56
16%
(2)

43
16%
(3)

21
10%
(3)

26
19%
(2)

22
19%
(2)

10
13%
(3)

18
21%
(2)

28
16%
(1)

19
16%
(3)

8
18%
(2)

19
11%
(4)

13
19%
(2)

9
24%
(1)

45
12%
(3)

23
18%
(2)

30
39%
(1)

1
2%
(6)

5%
(8)

17
15%
(3)

36
16%
(2)

20
15%
(3)

25
17%
(2)

92
15%
(3)

CHEWBACCA

56
9%
(4)

23
7%
(5)

33
12%
(4)

17
8%
(6)

15
12%
(4)

12
10%
(4)

4
5%
(6)

8
9%
(3)

16
9%
(5)

4
3%
(8)

3
6%
(5)

16
10%
(5)

12
17%
(4)

5
14%
(4)

36
10%
(4)

13
10%
(5)

6
8%
(3)

7%
(6)

8
7%
(5)

25
11%
(4)

11
8%
(5)

12
8%
(5)

52
8%
(4)

DARTH VADER

50
8%
(5)

36
10%
(4)

14
5%
(7)

19
9%
(5)

12
9%
(5)

11
9%
(5)

4
6%
(5)

4
5%
(6)

21
12%
(4)

12
10%
(4)

3
7%
(4)

9
6%
(7)

3
4%
(6)

1
3%
(7)

25
7%
(5)

13
11%
(4)

6
8%
(4)

5
13%
(4)

5%
(10)

10
8%
(4)

17
8%
(6)

12
9%
(4)

12
8%
(6)

49
8%
(5)

PRINCESS LEIA

43
7%
(6)

17
5%
(7)

26
9%
(5)

20
10%
(4)

10
7%
(6)

4
4%
(7)

3
4%
(8)

6
7%
(5)

9
5%
(7)

4
3%
(7)

4
9%
(3)

21
13%
(3)

3
5%
(5)

2
5%
(6)

24
6%
(6)

7
6%
(6)

6
7%
(5)

6
17%
(2)

5%
(9)

5
4%
(7)

23
10%
(5)

8
6%
(6)

7
5%
(7)

41
7%
(6)

R2-D2

38
6%
(7)

20
6%
(6)

18
6%
(6)

17
8%
(7)

7
5%
(7)

3
3%
(8)

6
8%
(4)

4
4%
(7)

13
7%
(6)

6
5%
(6)

1
3%
(7)

11
7%
(6)

3
4%
(7)

2
6%
(5)

23
6%
(7)

6
5%
(7)

3
3%
(7)

5
14%
(3)

1
15%
(2)

8
7%
(6)

11
5%
(7)

7
6%
(7)

12
8%
(4)

40
7%
(7)

OBI-WAN KENOBI

22
4%
(8)

16
5%
(8)

6
2%
(9)

12
6%
(8)

2
1%
(9)

5
4%
(6)

4
5%
(7)

8
5%
(8)

8
6%
(5)

5
3%
(8)

1
1%
(9)

14
4%
(8)

5
4%
(8)

3
4%
(6)

1
8%
(5)

4
3%
(8)

7
3%
(8)

7
5%
(8)

5
3%
(8)

24
4%
(8)

C-3PO

15
2%
(9)

6
2%
(9)

8
3%
(8)

6
3%
(10)

3
2%
(8)

3
2%
(9)

3
3%
(9)

1
1%
(8)

4
2%
(10)

3
2%
(9)

5
3%
(9)

3
4%
(8)

1
3%
(8)

10
3%
(9)

4
3%
(9)

1
9%
(4)

3
3%
(9)

4
2%
(9)

4
3%
(9)

4
2%
(9)

17
3%
(9)

JAR JAR BINKS

11
2%
(10)

5
2%
(10)

6
2%
(10)

9
4%
(9)

1
1%
(10)

1
1%
(9)

4
2%
(9)

1
4
1
2%
3%
1%
(8) (10) (10)

6
3
2%
2%
(10) (10)

1
2%
(8)

5%
(7)

JABBA THE HUTT

2
(11)

2
1%
(11)

2
1%
(11)

2
1%
(11)

2
1%
(11)

OTHER

17
3%

13
4%

3
1%

6
3%

6
5%

3
3%

1
2%

9
5%

3
3%

1
3%

3
2%

8
2%

2
2%

5
6%

1
3%

6%

5
4%

4
2%

6
5%

2
1%

14
2%

DON'T KNOW

36
6%

24
7%

13
5%

9
4%

1
1%

9
8%

6
8%

11
13%

4
3%

12
10%

7
15%

6
3%

3
4%

4
10%

23
6%

7
6%

6
8%

8
7%

11
5%

9
7%

8
6%

36
6%

1
-

1
-

1
1%

1
2%

1
-

1
-

1
-

REFUSED

OLIVE TREE STRATEGIES

2
4
2
3
12
2%
2%
2%
2%
2%
(10) (10) (10) (10) (10)
2
2
1%
(11) (11)

OLIVE TREE STRATEGIES NATIONAL STUDY / DECEMBER 2015

Table 39-2
QUESTION O7:
And, who would you say is your favorite Star Wars character?
BANNER 2

BASE=YES Q.O6

PAGE 14

MARITAL
CHILDREN
GENDER/ETHNICITY
STATUS
AT HOME
EDUCATION
INCOME
EMPLOYMENT
=================================== =========== =========== ================= ======================== ===================================
UNWHITE WHITE BLACK BLACK HISP HISP
NOT
HS OR SOME
$20K- $60KFULL PART EMPLRET- STUTOTAL MEN WOMEN MEN WOMEN MEN WOMEN MRRD MRRD
YES
NO
LESS COLL COLL+ <$20K $60K $100K $100K+ TIME TIME OYED
HM
IRED DENT
----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ----- ------ ----- ----- ----- ----- ----- ----619
100%

213
34%

160
26%

34
6%

43
7%

64
10%

61
10%

347
56%

271
44%

290
47%

328
53%

150
24%

177
29%

290
47%

67
11%

248
40%

172
28%

103
17%

324
52%

73
12%

34
5%

57
9%

100
16%

30
5%

HAN SOLO

119
19%
(1)

58
27%
(1)

31
20%
(2)

1
2%
(9)

11
18%
(2)

13
21%
(1)

80
23%
(1)

39
15%
(3)

45
16%
(2)

74
22%
(1)

22
14%
(2)

32
18%
(1)

66
23%
(1)

9
13%
(4)

47
19%
(1)

30
18%
(2)

28
28%
(1)

60
18%
(1)

18
25%
(1)

4
11%
(4)

11
19%
(2)

24
24%
(1)

3
10%
(3)

YODA

110
18%
(2)

31
15%
(3)

35
22%
(1)

2
7%
(5)

9
21%
(2)

5
9%
(6)

11
18%
(3)

62
18%
(2)

48
18%
(1)

62
21%
(1)

48
15%
(3)

21
14%
(3)

25
14%
(3)

64
22%
(2)

13
20%
(1)

39
16%
(3)

41
24%
(1)

12
12%
(2)

58
18%
(2)

10
14%
(2)

6
16%
(2)

17
30%
(1)

16
16%
(2)

3
10%
(4)

LUKE SKYWALKER

99
16%
(3)

31
15%
(2)

13
8%
(5)

13
37%
(1)

18
41%
(1)

12
18%
(1)

11
18%
(2)

52
15%
(3)

47
18%
(2)

43
15%
(3)

56
17%
(2)

29
19%
(1)

31
17%
(2)

39
13%
(3)

11
17%
(2)

46
18%
(2)

27
15%
(3)

12
11%
(3)

55
17%
(3)

9
13%
(3)

10
30%
(1)

5
8%
(5)

15
15%
(3)

5
17%
(2)

CHEWBACCA

56
9%
(4)

13
6%
(5)

23
15%
(3)

3
10%
(2)

3
6%
(5)

6
10%
(4)

7
11%
(4)

26
8%
(4)

30
11%
(4)

30
10%
(4)

26
8%
(4)

19
12%
(4)

23
13%
(4)

14
5%
(7)

5
8%
(5)

28
11%
(4)

10
6%
(6)

10
10%
(4)

31
9%
(4)

6
8%
(5)

3
9%
(5)

7
12%
(3)

8
8%
(4)

1
5%
(8)

DARTH VADER

50
8%
(5)

21
10%
(4)

4
3%
(8)

3
8%
(4)

3
7%
(4)

8
12%
(3)

5
9%
(5)

24
7%
(5)

26
10%
(5)

26
9%
(5)

24
7%
(6)

14
10%
(5)

14
8%
(5)

21
7%
(5)

9
13%
(3)

15
6%
(6)

19
11%
(4)

6
6%
(7)

28
9%
(5)

4
6%
(7)

4
12%
(3)

4
6%
(6)

4
4%
(7)

6
19%
(1)

PRINCESS LEIA

43
7%
(6)

4
2%
(10)

20
12%
(4)

1
4%
(6)

4
10%
(3)

6
9%
(5)

2
3%
(9)

21
6%
(6)

22
8%
(6)

19
7%
(6)

24
7%
(5)

13
8%
(6)

10
6%
(7)

20
7%
(6)

3
4%
(7)

23
9%
(5)

12
7%
(5)

4
4%
(8)

24
7%
(6)

4
6%
(6)

1%
(7)

5
10%
(4)

7
7%
(5)

2
7%
(6)

R2-D2

38
6%
(7)

13
6%
(6)

10
6%
(6)

1
2%
(8)

2
4%
(6)

2
3%
(8)

4
7%
(6)

21
6%
(7)

17
6%
(7)

19
7%
(7)

19
6%
(7)

4
3%
(7)

10
6%
(8)

24
8%
(4)

3
5%
(6)

15
6%
(7)

8
4%
(7)

9
9%
(5)

22
7%
(7)

6
9%
(4)

2
3%
(8)

6
6%
(6)

1
4%
(9)

OBI-WAN KENOBI

22
4%
(8)

10
5%
(7)

4
2%
(9)

3
9%
(3)

4
2
6%
3%
(7) (10)

18
5%
(8)

4
1%
(9)

12
4%
(8)

10
3%
(8)

2
1%
(9)

12
7%
(6)

8
3%
(9)

2
5
3%
2%
(8) (10)

6
4%
(9)

8
8%
(6)

14
4%
(8)

3
4%
(9)

1
4%
(6)

1
2%
(9)

1
1%
(9)

2
6%
(7)

C-3PO

15
2%
(9)

4
2%
(8)

6
4%
(7)

2
3%
(9)

11
4
3%
1%
(9) (10)

8
3%
(9)

7
1
3
2%
1%
2%
(9) (10) (10)

10
4%
(8)

6
2%
(9)

7
4%
(8)

1
1%
(9)

7
1
2%
1%
(9) (11)

2
4%
(7)

4
1
4%
4%
(8) (10)

JAR JAR BINKS

11
2%
(10)

4
2%
(9)

2
2%
(10)

1
4%
(7)

4
3
2%
1%
(9) (10)

2
3%
(9)

7
3%
(8)

1
(11)

4
1%
(10)

3
5%
(8)

1
1%
(10)

3
10%
(5)

JABBA THE HUTT

2
(11)

2
1%
(11)

OTHER

17
3%

6
3%

2
1%

4
11%

1
2%

2
4%

DON'T KNOW

36
6%

16
7%

8
5%

2
6%

4
9%

1
-

1
1%

REFUSED

2
4%
(8)

3
5
5%
1%
(7) (10)

6
2%
(8)

5
2%
(10)

6
2%
(10)

4
2%
(8)

1
(11)

1
(11)

1
(11)

1
(11)

1
(11)

1
1%
(10)

1
(11)

1
2%
(10)

8
2%

9
3%

9
3%

7
2%

7
4%

5
3%

5
2%

1%

10
4%

3
2%

2
2%

7
2%

2
3%

3
8%

2
3%

1
1%

1
5%

6
9%

1
2%

18
5%

17
6%

9
3%

27
8%

15
10%

7
4%

14
5%

8
12%

6
3%

8
5%

9
9%

13
4%

4
6%

3
8%

1
2%

12
12%

1
3%

1
-

1
-

1
-

1
1%

1
1%

OLIVE TREE STRATEGIES