A - Vividata Resource

All Respondents
Medium/Heavy Medium/Heavy Medium/Heavy Medium/Heavy

Popcorn-# Chocolate/Can Chewing Gum- Potato Chips-#
Variable Totals Packages/Bowl dy Bars-# Bars # Packages Packages
s Ate/Past 30 Eaten/Past 7 Chewed/Past 7 Ate/Past 30
Days Days Days Days
Unwgt 36,778 4,626 3,996 2,489 3,865
(000s) 32,418 4,189 3,646 2,242 3,578
Totals Vert% 100.0 100.0 100.0 100.0 100.0
Horz% 100.0 12.9 11.2 6.9 11.0
Index 100 100 100 100 100
Unwgt 2,914 457 353 356 345
(000s) 3,238 474 378 351 385
Age [18-24] Vert% 10.0 11.3 10.4 15.7 10.8
Horz% 100.0 14.6 11.7 10.8 11.9
Index 100 113 104 157 108
Unwgt 2,394 303 260 223 300
(000s) 2,461 322 288 232 322
Age [25-29] Vert% 7.6 7.7 7.9 10.3 9.0
Horz% 100.0 13.1 11.7 9.4 13.1
Index 100 101 104 136 119
Unwgt 2,874 356 301 245 371
(000s) 2,782 343 321 238 379
Age [30-34] Vert% 8.6 8.2 8.8 10.6 10.6
Horz% 100.0 12.3 11.5 8.6 13.6
Index 100 95 103 124 123
Unwgt 2,946 371 356 241 361
(000s) 2,556 354 340 235 333
Age [35-39] Vert% 7.9 8.5 9.3 10.5 9.3
Horz% 100.0 13.8 13.3 9.2 13.0
Index 100 107 118 133 118
Unwgt 2,892 406 342 192 391
(000s) 2,566 375 305 155 392
Age [40-44] Vert% 7.9 9.0 8.4 6.9 11.0
Horz% 100.0 14.6 11.9 6.0 15.3
Index 100 113 106 87 138
Unwgt 2,914 440 314 170 375
(000s) 2,315 365 240 134 297
Age [45-49] Vert% 7.1 8.7 6.6 6.0 8.3
Horz% 100.0 15.8 10.4 5.8 12.8
Index 100 122 92 84 116
Unwgt 3,340 450 365 195 302
(000s) 2,422 340 263 123 234
Age [50-54] Vert% 7.5 8.1 7.2 5.5 6.5
Horz% 100.0 14.0 10.9 5.1 9.7
Index 100 109 97 73 88
Unwgt 3,519 400 371 199 389
(000s) 2,806 333 309 178 335
Age [55-59] Vert% 8.7 7.9 8.5 7.9 9.4
Horz% 100.0 11.9 11.0 6.3 11.9
Index 100 92 98 92 108
Unwgt 3,651 458 356 175 342
Age [60-64]
(000s) 2,465 315 255 112 238
Age [60-64] Vert% 7.6 7.5 7.0 5.0 6.7
Horz% 100.0 12.8 10.3 4.5 9.7
Index 100 99 92 66 87
Unwgt 3,612 362 346 166 228
(000s) 3,410 343 327 178 207
Age [65-69] Vert% 10.5 8.2 9.0 7.9 5.8
Horz% 100.0 10.1 9.6 5.2 6.1
Index 100 78 85 75 55
Unwgt 4,343 383 470 151 246
(000s) 3,770 336 425 144 205
Age [70+] Vert% 11.6 8.0 11.7 6.4 5.7
Horz% 100.0 8.9 11.3 3.8 5.4
Index 100 69 100 55 49
Unwgt 4,280 494 583 310 430
(000s) 4,524 508 605 331 511
HH Income [Under $25,000] Vert% 14.0 12.1 16.6 14.8 14.3
Horz% 100.0 11.2 13.4 7.3 11.3
Index 100 87 119 106 102
Unwgt 2,644 233 323 190 285
(000s) 2,319 196 315 163 250
HH Income [$25,000-$34,999] Vert% 7.2 4.7 8.6 7.3 7.0
Horz% 100.0 8.5 13.6 7.0 10.8
Index 100 65 121 102 98
Unwgt 4,714 547 557 329 562
(000s) 4,267 496 495 297 500
HH Income [$35,000-$49,999] Vert% 13.2 11.8 13.6 13.2 14.0
Horz% 100.0 11.6 11.6 7.0 11.7
Index 100 90 103 101 106
Unwgt 3,133 354 350 227 333
(000s) 2,755 341 334 213 311
HH Income [$50,000-$59,999] Vert% 8.5 8.1 9.2 9.5 8.7
Horz% 100.0 12.4 12.1 7.7 11.3
Index 100 96 108 112 102
Unwgt 3,833 485 411 285 418
(000s) 3,283 441 401 261 372
HH Income [$60,000-$74,999] Vert% 10.1 10.5 11.0 11.6 10.4
Horz% 100.0 13.4 12.2 8.0 11.3
Index 100 104 109 115 103
Unwgt 5,812 728 627 392 571
(000s) 5,020 663 548 331 524
HH Income [$75,000-$99,999] Vert% 15.5 15.8 15.0 14.8 14.6
Horz% 100.0 13.2 10.9 6.6 10.4
Index 100 102 97 95 95
Unwgt 4,504 639 392 280 446
(000s) 3,716 539 334 225 394
HH Income [$100,000-
Vert% 11.5 12.9 9.2 10.0 11.0
$124,999]
Horz% 100.0 14.5 9.0 6.1 10.6
Index 100 112 80 88 96
Unwgt 2,670 371 210 159 296
$149,999]
(000s) 2,341 340 165 160 253
Vert% 7.2 8.1 4.5 7.1 7.1
$149,999]
Horz% 100.0 14.5 7.0 6.8 10.8
Index 100 112 63 99 98
Unwgt 3,106 486 314 194 305
(000s) 2,570 421 254 178 294
Vert% 7.9 10.1 7.0 7.9 8.2
$199,999]
Horz% 100.0 16.4 9.9 6.9 11.4
Index 100 127 88 100 104
Unwgt 2,082 289 229 123 219
(000s) 1,623 245 196 83 170
HH Income [$200,000 Or Over] Vert% 5.0 5.8 5.4 3.7 4.8
Horz% 100.0 15.1 12.1 5.1 10.5
Index 100 117 107 74 95
Unwgt 17,290 1,940 1,981 1,133 2,195
(000s) 15,790 1,797 1,907 1,031 2,118
Gender [Male] Vert% 48.7 42.9 52.3 46.0 59.2
Horz% 100.0 11.4 12.1 6.5 13.4
Index 100 88 107 94 122
Unwgt 19,488 2,686 2,015 1,356 1,670
(000s) 16,628 2,392 1,739 1,212 1,460
Gender [Female] Vert% 51.3 57.1 47.7 54.1 40.8
Horz% 100.0 14.4 10.5 7.3 8.8
Index 100 111 93 105 80
Unwgt 3,416 413 326 221 530
(000s) 2,128 271 193 150 362
Region [Atlantic] Vert% 6.6 6.5 5.3 6.7 10.1
Horz% 100.0 12.7 9.1 7.0 17.0
Index 100 99 81 102 154
Unwgt 7,301 612 848 623 792
(000s) 7,398 558 859 649 773
Region [Quebec] Vert% 22.8 13.3 23.6 28.9 21.6
Horz% 100.0 7.5 11.6 8.8 10.4
Index 100 58 103 127 95
Unwgt 15,306 1,986 1,665 1,101 1,463
(000s) 12,605 1,750 1,382 927 1,261
Region [Ontario] Vert% 38.9 41.8 37.9 41.3 35.2
Horz% 100.0 13.9 11.0 7.4 10.0
Index 100 107 97 106 91
Unwgt 6,267 1,059 676 340 628
(000s) 5,786 1,001 693 311 619
Region [Prairies] Vert% 17.8 23.9 19.0 13.9 17.3
Horz% 100.0 17.3 12.0 5.4 10.7
Index 100 134 106 78 97
Unwgt 4,488 556 481 204 452
(000s) 4,501 609 520 206 564
Region [British Columbia] Vert% 13.9 14.5 14.3 9.2 15.8
Horz% 100.0 13.5 11.6 4.6 12.5
Index 100 105 103 66 114
All Respondents - 14+
14+
Count
All Respondents - 14+ 14+ 31,072.2
Millennials (born 1982-2001) 9,737.7
Age - Generation GenXers (born 1965-1981) 8,581.9
Baby Boomers (born 1945-1965) 10,138.1
14-17 1,721.5
18-24 3,345.8
25-34 5,065.4
Age - Summary
35-49 7,235.2
50-64 7,687.7
65+ 6,016.5
14 Years 311.5
15-17 1,410.0
18 808.5
19 651.6
20-21 1,016.8
22-24 868.9
25-29 2,025.7
30-34 3,039.7
Age - Detailed
35-39 2,210.7
40-44 2,536.2
45-49 2,488.4
50-54 2,534.1
55-59 2,645.9
60-64 2,507.8
65-69 2,755.8
70+ 3,260.7
Male 15,370.7
Gender
Female 15,701.5
Atlantic 2,070.7
Quebec 7,186.6
Geo - Region Ontario 12,058.5
Prairies 5,612.6
British Columbia 4,143.9
Newfoundland and Labrador 447.2
Prince Edward Island 116.8
Nova Scotia 811.3
New Brunswick 695.3
Quebec 7,186.6
Geo - Province
Ontario 12,058.5
Manitoba 1,116.2
Saskatchewan 940.2
Alberta 3,556.2
British Columbia 4,143.9
None 0.0
Under $25,000 3,933.4
$25,000-$34,999 2,786.8
$35,000-$39,999 1,531.5
$35,000-$49,999 3,845.3
$40,000-$49,999 2,313.8
$50,000-$59,999 2,697.7
$50,000 - $75,000 6,066.1

Income - HH Income
$60,000-$74,999 3,368.4
Income - HH Income
$75,000-$99,999 4,630.4
$75,000 or Over 14,440.6
$100,000-$124,999 3,908.4
$100,000 or Over 9,810.2
$125,000-$149,999 2,239.1
$150,000 - $199,999 2,040.3
$200,000 Or Over 1,622.5
Single 9,233.9
Married/Living Together 18,251.6
Widowed 1,195.8
Marriage/Partnership - Marital
Separated 699.2
Status
Divorced 1,691.7
Not Stated 0.0
Single/Separated/Divorced/Widowed 12,820.6
Couple With Children Living at Home 13,189.9
Couple - No Children Living At Home 6,557.6
Adult With Children Living At Home 2,401.6
HH Status - HH Structure Adult Living Alone 3,889.8
Adult Sharing Accommodation 2,843.0
Empty Nesters 4,698.6
Other 2,190.3
3-5 3,218.3
HH Composition - Presence Of
6-11 5,932.5
Children
12-17 7,156.1
No Certificate Or Diploma 3,964.5
Secondary/High School Graduate 5,836.8
Trade Certificate/Diploma 3,614.5

Education - Summary
Education - Summary
University/Other Non-University Cert. 7,734.7
Bachelor's Degree 5,725.8
Post Graduate+ Degree 4,195.9
Professionals 2,090.7
Senior Managers/Owners 1,371.4
Other Managers 4,269.5
Technical/Sales/Teaching/Other White Collar 3,044.5
Clerical/Secretarial 2,791.6
Occupation - Occupation
Skilled 1,865.3
Unskilled 2,385.9
Primary 246.9
Skilled or Unskilled or Primary 4,498.1
Other 13,006.3
All Respondents - 14+
General Mills - Honey General Mills - Multi-

14+ General Mills - Cheerios Kashi - Go Lean
Nut Cheerios Grain Cheerios
% Count % Count % Count % Count

1,474.5 100.0 1,615.1 100.0 1,236.5 100.0 278.5
100.0
(4.7) (100.0) (5.2) (100.0) (4.0) (100.0) (0.9)
402.6 29.4 369.6 24.8 271.9 23.7 51.9
34.2
(4.1) (85.8) (3.8) (72.4) (2.8) (69.3) (0.5)
469.3 34.2 515.6 34.6 374.8 32.7 106.5
30.2
(5.5) (113.5) (6.0) (114.6) (4.4) (108.5) (1.2)
499.7 36.4 606.6 40.7 499.1 43.6 97.8
35.6
(4.9) (102.3) (6.0) (114.1) (4.9) (122.3) (1.0)
24.4 1.7 22.7 1.4 5.1 0.4 0.0
5.5
(1.4) (29.8) (1.3) (25.4) (0.3) (7.5) (0.0)
77.9 5.3 82.5 5.1 80.4 6.5 13.9
10.8
(2.3) (49.1) (2.5) (47.4) (2.4) (60.4) (0.4)
298.5 20.2 256.4 15.9 181.4 14.7 35.6
16.3
(5.9) (124.2) (5.1) (97.4) (3.6) (90.0) (0.7)
399.3 27.1 426.8 26.4 323.7 26.2 95.6
23.3
(5.5) (116.3) (5.9) (113.5) (4.5) (112.4) (1.3)
409.5 27.8 454.5 28.1 341.0 27.6 73.4
24.7
(5.3) (112.3) (5.9) (113.7) (4.4) (111.5) (1.0)
264.9 18.0 372.3 23.0 304.9 24.7 59.9
19.4
(4.4) (92.8) (6.2) (119.0) (5.1) (127.4) (1.0)
0.0 0.0 6.0 0.4 0.0 0.0 0.0
1.0
(0.0) (0.0) (1.9) (37.4) (0.0) (0.0) (0.0)
24.4 1.7 16.7 1.0 5.1 0.4 0.0
4.5
(1.7) (36.4) (1.2) (22.7) (0.4) (9.1) (0.0)
16.7 1.1 17.3 1.1 10.4 0.8 3.5
2.6
(2.1) (43.6) (2.1) (41.2) (1.3) (32.2) (0.4)
11.6 0.8 17.2 1.1 12.1 1.0 1.3
2.1
(1.8) (37.5) (2.6) (50.7) (1.9) (46.7) (0.2)
23.4 1.6 18.6 1.2 43.9 3.6 1.2
3.3
(2.3) (48.5) (1.8) (35.3) (4.3) (108.5) (0.1)
26.2 1.8 29.4 1.8 14.0 1.1 7.9
2.8
(3.0) (63.6) (3.4) (65.0) (1.6) (40.4) (0.9)
117.7 8.0 112.0 6.9 53.9 4.4 12.4
6.5
(5.8) (122.4) (5.5) (106.4) (2.7) (66.8) (0.6)
180.9 12.3 144.3 8.9 127.5 10.3 23.2
9.8
(5.9) (125.4) (4.7) (91.3) (4.2) (105.4) (0.8)
117.5 8.0 127.6 7.9 95.3 7.7 31.0
7.1
(5.3) (112.0) (5.8) (111.1) (4.3) (108.3) (1.4)
157.6 10.7 149.8 9.3 117.0 9.5 30.7
8.2
(6.2) (130.9) (5.9) (113.6) (4.6) (115.9) (1.2)
124.2 8.4 149.3 9.2 111.5 9.0 33.9
8.0
(5.0) (105.1) (6.0) (115.5) (4.5) (112.6) (1.4)
124.5 8.4 165.4 10.2 113.2 9.2 23.1
8.2
(4.9) (103.5) (6.5) (125.5) (4.5) (112.2) (0.9)
150.1 10.2 136.2 8.4 115.4 9.3 22.2
8.5
(5.7) (119.6) (5.1) (99.1) (4.4) (109.6) (0.8)
135.0 9.2 152.9 9.5 112.5 9.1 28.1
8.1
(5.4) (113.4) (6.1) (117.3) (4.5) (112.7) (1.1)
103.0 7.0 197.3 12.2 157.2 12.7 26.8
8.9
(3.7) (78.8) (7.2) (137.7) (5.7) (143.3) (1.0)
161.8 11.0 175.0 10.8 147.8 11.9 33.1
10.5
(5.0) (104.6) (5.4) (103.3) (4.5) (113.9) (1.0)
581.4 39.4 571.5 35.4 381.0 30.8 89.0
49.5
(3.8) (79.7) (3.7) (71.5) (2.5) (62.3) (0.6)
893.1 60.6 1,043.6 64.6 855.5 69.2 189.4
50.5
(5.7) (119.9) (6.6) (127.9) (5.4) (136.9) (1.2)
125.7 8.5 132.1 8.2 112.1 9.1 29.2
6.7
(6.1) (127.9) (6.4) (122.8) (5.4) (136.0) (1.4)
197.6 13.4 249.3 15.4 314.5 25.4 107.2
23.1
(2.7) (57.9) (3.5) (66.7) (4.4) (110.0) (1.5)
627.0 42.5 702.8 43.5 437.9 35.4 58.1
38.8
(5.2) (109.6) (5.8) (112.1) (3.6) (91.3) (0.5)
307.6 20.9 285.8 17.7 239.4 19.4 31.4
18.1
(5.5) (115.5) (5.1) (98.0) (4.3) (107.2) (0.6)
216.6 14.7 245.0 15.2 132.6 10.7 52.4
13.3
(5.2) (110.1) (5.9) (113.8) (3.2) (80.4) (1.3)
22.9 1.6 38.8 2.4 21.6 1.7 10.6
1.4
(5.1) (108.0) (8.7) (166.9) (4.8) (121.3) (2.4)
10.6 0.7 3.3 0.2 8.0 0.6 3.0
0.4
(9.1) (190.9) (2.8) (54.4) (6.8) (172.0) (2.5)
54.2 3.7 51.4 3.2 39.7 3.2 6.0
2.6
(6.7) (140.7) (6.3) (121.9) (4.9) (123.0) (0.7)
38.1 2.6 38.6 2.4 42.8 3.5 9.7
2.2
(5.5) (115.3) (5.6) (106.8) (6.1) (154.5) (1.4)
197.6 13.4 249.3 15.4 314.5 25.4 107.2
23.1
(2.7) (57.9) (3.5) (66.7) (4.4) (110.0) (1.5)
627.0 42.5 702.8 43.5 437.9 35.4 58.1
38.8
(5.2) (109.6) (5.8) (112.1) (3.6) (91.3) (0.5)
49.8 3.4 73.0 4.5 50.1 4.1 4.5
3.6
(4.5) (94.1) (6.5) (125.9) (4.5) (112.8) (0.4)
65.2 4.4 33.6 2.1 36.0 2.9 5.0
3.0
(6.9) (146.0) (3.6) (68.8) (3.8) (96.2) (0.5)
192.6 13.1 179.1 11.1 153.3 12.4 21.8
11.4
(5.4) (114.1) (5.0) (96.9) (4.3) (108.3) (0.6)
216.6 14.7 245.0 15.2 132.6 10.7 52.4
13.3
(5.2) (110.1) (5.9) (113.8) (3.2) (80.4) (1.3)
0.0 0.0 0.0 0.0 0.0 0.0 0.0
0.0
(-) (-) (-) (-) (-) (-) (-)
163.6 11.1 240.9 14.9 174.5 14.1 29.7
12.7
(4.2) (87.6) (6.1) (117.8) (4.4) (111.5) (0.8)
111.6 7.6 195.0 12.1 99.2 8.0 10.6
9.0
(4.0) (84.4) (7.0) (134.6) (3.6) (89.4) (0.4)
69.8 4.7 60.6 3.8 43.1 3.5 9.0
4.9
(4.6) (96.0) (4.0) (76.1) (2.8) (70.7) (0.6)
160.0 10.9 189.5 11.7 154.2 12.5 22.5
12.4
(4.2) (87.7) (4.9) (94.8) (4.0) (100.8) (0.6)
90.2 6.1 128.9 8.0 111.1 9.0 13.5
7.4
(3.9) (82.2) (5.6) (107.1) (4.8) (120.7) (0.6)
123.4 8.4 134.6 8.3 103.4 8.4 20.0
8.7
(4.6) (96.4) (5.0) (96.0) (3.8) (96.3) (0.7)
276.2 18.7 299.4 18.5 236.9 19.2 58.0
19.5
(4.6) (95.9) (4.9) (95.0) (3.9) (98.1) (1.0)
152.8 10.4 164.8 10.2 133.6 10.8 38.0
10.8
(4.5) (95.6) (4.9) (94.1) (4.0) (99.6) (1.1)
238.6 16.2 226.6 14.0 178.4 14.4 49.1
14.9
(5.2) (108.6) (4.9) (94.1) (3.9) (96.8) (1.1)
763.1 51.8 690.3 42.7 571.7 46.2 157.6
46.5
(5.3) (111.4) (4.8) (92.0) (4.0) (99.5) (1.1)
210.7 14.3 210.5 13.0 175.8 14.2 38.2
12.6
(5.4) (113.6) (5.4) (103.6) (4.5) (113.1) (1.0)
524.5 35.6 463.8 28.7 393.3 31.8 108.4
31.6
(5.3) (112.7) (4.7) (90.9) (4.0) (100.7) (1.1)
94.7 6.4 87.3 5.4 93.7 7.6 33.2
7.2
(4.2) (89.1) (3.9) (75.0) (4.2) (105.1) (1.5)
135.2 9.2 102.4 6.3 77.4 6.3 18.7
6.6
(6.6) (139.6) (5.0) (96.6) (3.8) (95.3) (0.9)
83.9 5.7 63.6 3.9 46.4 3.8 18.4
5.2
(5.2) (109.0) (3.9) (75.4) (2.9) (71.9) (1.1)
296.8 20.1 322.1 19.9 234.6 19.0 42.8
29.7
(3.2) (67.7) (3.5) (67.1) (2.5) (63.8) (0.5)
985.9 66.9 1,094.9 67.8 841.6 68.1 212.1
58.7
(5.4) (113.8) (6.0) (115.4) (4.6) (115.9) (1.2)
56.2 3.8 62.6 3.9 59.8 4.8 9.2
3.8
(4.7) (99.0) (5.2) (100.8) (5.0) (125.6) (0.8)
35.4 2.4 31.3 1.9 22.1 1.8 2.4
2.3
(5.1) (106.6) (4.5) (86.0) (3.2) (79.3) (0.3)
100.3 6.8 104.3 6.5 78.6 6.4 11.9
5.4
(5.9) (124.9) (6.2) (118.6) (4.6) (116.7) (0.7)
0.0 0.0 0.0 0.0 0.0 0.0 0.0
0.0
(-) (-) (-) (-) (-) (-) (-)
488.6 33.1 520.2 32.2 395.0 31.9 66.3
41.3
(3.8) (80.3) (4.1) (78.1) (3.1) (77.4) (0.5)
685.9 46.5 741.4 45.9 545.2 44.1 125.8
42.4
(5.2) (109.6) (5.6) (108.1) (4.1) (103.9) (1.0)
323.0 21.9 390.1 24.2 292.7 23.7 87.5
21.1
(4.9) (103.8) (5.9) (114.4) (4.5) (112.1) (1.3)
159.0 10.8 107.4 6.7 79.2 6.4 10.4
7.7
(6.6) (139.5) (4.5) (86.0) (3.3) (82.8) (0.4)
173.9 11.8 223.8 13.9 183.9 14.9 29.8
12.5
(4.5) (94.2) (5.8) (110.7) (4.7) (118.8) (0.8)
83.8 5.7 92.5 5.7 73.3 5.9 20.4
9.1
(2.9) (62.1) (3.3) (62.6) (2.6) (64.8) (0.7)
247.2 16.8 260.0 16.1 238.6 19.3 48.1
15.1
(5.3) (110.9) (5.5) (106.5) (5.1) (127.6) (1.0)
48.9 3.3 59.9 3.7 62.3 5.0 4.5
7.0
(2.2) (47.0) (2.7) (52.6) (2.8) (71.5) (0.2)
174.7 29.6 166.3 27.7 132.5 33.3 32.9
27.1
(5.4) (109.2) (5.2) (101.9) (4.1) (122.6) (1.0)
331.9 56.3 318.3 53.0 256.4 64.4 56.6
50.0
(5.6) (112.5) (5.4) (105.8) (4.3) (128.7) (1.0)
290.2 49.2 371.6 61.8 194.0 48.7 36.8
60.4
(4.1) (81.5) (5.2) (102.4) (2.7) (80.8) (0.5)
110.8 7.5 152.4 9.4 97.2 7.9 17.7
12.8
(2.8) (58.9) (3.8) (74.0) (2.5) (61.6) (0.4)
222.7 15.1 345.8 21.4 184.7 14.9 32.2
18.8
(3.8) (80.4) (5.9) (114.0) (3.2) (79.5) (0.6)
189.4 12.8 182.2 11.3 144.0 11.6 35.7
11.6
(5.2) (110.4) (5.0) (97.0) (4.0) (100.1) (1.0)
391.9 26.6 445.3 27.6 402.7 32.6 90.9
24.9
(5.1) (106.8) (5.8) (110.8) (5.2) (130.8) (1.2)
342.8 23.2 306.7 19.0 197.6 16.0 63.0
18.4
(6.0) (126.2) (5.4) (103.1) (3.5) (86.7) (1.1)
216.9 14.7 182.7 11.3 210.3 17.0 38.9
13.5
(5.2) (108.9) (4.4) (83.8) (5.0) (126.0) (0.9)
127.3 8.6 77.0 4.8 88.6 7.2 29.8
6.7
(6.1) (128.3) (3.7) (70.9) (4.2) (106.5) (1.4)
78.8 5.3 70.4 4.4 44.7 3.6 12.3
4.4
(5.7) (121.1) (5.1) (98.8) (3.3) (82.0) (0.9)
221.1 15.0 201.9 12.5 179.5 14.5 44.5
13.7
(5.2) (109.1) (4.7) (91.0) (4.2) (105.6) (1.0)
139.4 9.5 174.6 10.8 143.0 11.6 25.5
9.8
(4.6) (96.5) (5.7) (110.3) (4.7) (118.0) (0.8)
158.1 10.7 136.1 8.4 97.1 7.8 18.6
9.0
(5.7) (119.3) (4.9) (93.8) (3.5) (87.4) (0.7)
59.0 4.0 86.5 5.4 47.1 3.8 8.0
6.0
(3.2) (66.6) (4.6) (89.2) (2.5) (63.4) (0.4)
96.1 6.5 114.8 7.1 84.2 6.8 18.3
7.7
(4.0) (84.9) (4.8) (92.6) (3.5) (88.7) (0.8)
5.1 0.3 10.8 0.7 9.1 0.7 0.0
0.8
(2.1) (43.6) (4.4) (84.2) (3.7) (92.5) (0.0)
160.2 10.9 212.1 13.1 140.4 11.4 26.3
14.5
(3.6) (75.1) (4.7) (90.7) (3.1) (78.4) (0.6)
589.6 40.0 743.0 46.0 543.3 43.9 121.4
41.9
(4.5) (95.5) (5.7) (109.9) (4.2) (105.0) (0.9)
Kellogg's - Corn Kellogg's - Frosted Kellogg's - Rice Kellogg's - Two Kellogg's - All-Bran -
Kashi - Go Lean
Flakes Flakes Krispies Scoops Raisin Bran Bran Flakes
% Count % Count % Count % Count % Count

100.0 728.9 100.0 342.8 100.0 826.0 100.0 646.7 100.0 455.1
(100.0) (2.3) (100.0) (1.1) (100.0) (2.7) (100.0) (2.1) (100.0) (1.5)
20.3 189.0 28.7 74.3 22.5 149.2 20.0 123.6 22.0 85.2
(59.2) (1.9) (84.0) (0.8) (65.8) (1.5) (58.5) (1.3) (64.2) (0.9)
41.6 199.5 30.3 133.3 40.4 286.3 38.4 158.2 28.1 75.5
(137.9) (2.3) (100.6) (1.6) (134.0) (3.3) (127.3) (1.8) (93.3) (0.9)
38.2 269.2 40.9 122.2 37.0 310.5 41.6 280.6 49.9 221.4
(107.1) (2.7) (114.9) (1.2) (104.0) (3.1) (116.8) (2.8) (140.1) (2.2)
0.0 43.8 6.0 0.0 0.0 5.3 0.6 12.2 1.9 8.0
(0.0) (2.5) (108.5) (0.0) (0.0) (0.3) (11.6) (0.7) (34.1) (0.5)
5.0 37.0 5.1 19.3 5.6 40.1 4.9 39.8 6.2 30.5
(46.5) (1.1) (47.1) (0.6) (52.2) (1.2) (45.1) (1.2) (57.1) (0.9)
12.8 117.0 16.0 54.0 15.8 102.8 12.4 70.7 10.9 52.7
(78.5) (2.3) (98.5) (1.1) (96.7) (2.0) (76.4) (1.4) (67.1) (1.0)
34.3 167.6 23.0 115.9 33.8 248.0 30.0 124.4 19.2 52.6
(147.5) (2.3) (98.7) (1.6) (145.3) (3.4) (128.9) (1.7) (82.6) (0.7)
26.3 178.8 24.5 99.3 29.0 233.1 28.2 186.9 28.9 129.6
(106.5) (2.3) (99.2) (1.3) (117.1) (3.0) (114.0) (2.4) (116.8) (1.7)
21.5 184.7 25.3 54.3 15.8 196.7 23.8 212.7 32.9 181.7
(111.1) (3.1) (130.9) (0.9) (81.8) (3.3) (123.0) (3.5) (169.8) (3.0)
0.0 4.2 0.6 0.0 0.0 0.0 0.0 1.0 0.2 6.0
(0.0) (1.3) (56.8) (0.0) (0.0) (0.0) (0.0) (0.3) (15.4) (1.9)
0.0 39.7 5.4 0.0 0.0 5.3 0.6 11.2 1.7 2.0
(0.0) (2.8) (120.0) (0.0) (0.0) (0.4) (14.2) (0.8) (38.2) (0.1)
1.2 6.4 0.9 5.0 1.5 16.5 2.0 17.5 2.7 6.8
(48.0) (0.8) (33.5) (0.6) (56.1) (2.0) (76.7) (2.2) (104.3) (0.8)
0.5 5.9 0.8 6.8 2.0 4.8 0.6 12.2 1.9 5.4
(22.8) (0.9) (38.5) (1.0) (93.9) (0.7) (27.9) (1.9) (89.9) (0.8)
0.4 11.5 1.6 5.9 1.7 13.2 1.6 5.5 0.8 11.2
(13.3) (1.1) (48.3) (0.6) (52.7) (1.3) (49.0) (0.5) (25.9) (1.1)
2.8 13.2 1.8 1.6 0.5 5.6 0.7 4.5 0.7 7.1
(101.8) (1.5) (64.7) (0.2) (16.7) (0.6) (24.1) (0.5) (25.2) (0.8)
4.4 44.2 6.1 19.0 5.5 45.0 5.4 35.8 5.5 32.5
(68.3) (2.2) (93.1) (0.9) (84.9) (2.2) (83.6) (1.8) (84.9) (1.6)
8.3 72.8 10.0 35.0 10.2 57.8 7.0 34.9 5.4 20.1
(85.3) (2.4) (102.0) (1.2) (104.5) (1.9) (71.6) (1.1) (55.2) (0.7)
11.1 32.4 4.4 52.6 15.3 78.5 9.5 55.0 8.5 11.5
(156.7) (1.5) (62.4) (2.4) (215.7) (3.6) (133.6) (2.5) (119.6) (0.5)
11.0 65.9 9.0 25.9 7.5 86.1 10.4 30.7 4.8 10.3
(134.9) (2.6) (110.7) (1.0) (92.5) (3.4) (127.7) (1.2) (58.2) (0.4)
12.2 69.4 9.5 37.5 10.9 83.3 10.1 38.7 6.0 30.8
(152.1) (2.8) (118.8) (1.5) (136.5) (3.3) (126.0) (1.6) (74.7) (1.2)
8.3 55.0 7.6 33.9 9.9 60.4 7.3 47.5 7.3 38.1
(101.6) (2.2) (92.6) (1.3) (121.4) (2.4) (89.6) (1.9) (90.0) (1.5)
8.0 63.2 8.7 32.9 9.6 92.3 11.2 52.8 8.2 42.9
(93.6) (2.4) (101.7) (1.2) (112.6) (3.5) (131.3) (2.0) (96.0) (1.6)
10.1 60.6 8.3 32.5 9.5 80.3 9.7 86.6 13.4 48.6
(125.0) (2.4) (103.1) (1.3) (117.5) (3.2) (120.5) (3.5) (165.9) (1.9)
9.6 83.0 11.4 31.1 9.1 76.6 9.3 97.8 15.1 58.5
(108.3) (3.0) (128.4) (1.1) (102.4) (2.8) (104.6) (3.5) (170.5) (2.1)
11.9 101.7 14.0 23.1 6.8 120.1 14.5 114.9 17.8 123.2
(113.4) (3.1) (132.9) (0.7) (64.3) (3.7) (138.5) (3.5) (169.3) (3.8)
32.0 301.6 41.4 118.6 34.6 304.3 36.8 332.3 51.4 250.7
(64.6) (2.0) (83.6) (0.8) (69.9) (2.0) (74.5) (2.2) (103.9) (1.6)
68.0 427.3 58.6 224.2 65.4 521.6 63.2 314.4 48.6 204.4
(134.6) (2.7) (116.0) (1.4) (129.4) (3.3) (125.0) (2.0) (96.2) (1.3)
10.5 100.7 13.8 8.1 2.4 87.0 10.5 37.8 5.8 34.5
(157.5) (4.9) (207.4) (0.4) (35.3) (4.2) (158.0) (1.8) (87.6) (1.7)
38.5 255.9 35.1 97.1 28.3 209.3 25.3 101.6 15.7 143.2
(166.5) (3.6) (151.8) (1.4) (122.5) (2.9) (109.6) (1.4) (67.9) (2.0)
20.9 216.5 29.7 126.7 37.0 234.6 28.4 195.9 30.3 172.6
(53.8) (1.8) (76.5) (1.1) (95.2) (1.9) (73.2) (1.6) (78.1) (1.4)
11.3 110.9 15.2 65.9 19.2 213.2 25.8 223.5 34.6 52.9
(62.4) (2.0) (84.2) (1.2) (106.5) (3.8) (142.9) (4.0) (191.4) (0.9)
18.8 44.9 6.2 45.0 13.1 82.0 9.9 87.9 13.6 51.9
(141.2) (1.1) (46.2) (1.1) (98.5) (2.0) (74.4) (2.1) (101.9) (1.3)
3.8 21.8 3.0 1.7 0.5 15.9 1.9 16.7 2.6 12.0
(263.5) (4.9) (207.3) (0.4) (33.5) (3.6) (134.0) (3.7) (179.5) (2.7)
1.1 12.1 1.7 0.3 0.1 3.1 0.4 0.9 0.1 2.8
(281.8) (10.4) (442.2) (0.3) (24.9) (2.7) (100.5) (0.7) (35.4) (2.4)
2.2 35.6 4.9 2.4 0.7 31.1 3.8 10.6 1.6 10.6
(83.0) (4.4) (186.9) (0.3) (27.1) (3.8) (144.0) (1.3) (62.7) (1.3)
3.5 31.3 4.3 3.7 1.1 36.8 4.5 9.6 1.5 9.1
(155.5) (4.5) (191.9) (0.5) (47.7) (5.3) (199.4) (1.4) (66.4) (1.3)
38.5 255.9 35.1 97.1 28.3 209.3 25.3 101.6 15.7 143.2
(166.5) (3.6) (151.8) (1.4) (122.5) (2.9) (109.6) (1.4) (67.9) (2.0)
20.9 216.5 29.7 126.7 37.0 234.6 28.4 195.9 30.3 172.6
(53.8) (1.8) (76.5) (1.1) (95.2) (1.9) (73.2) (1.6) (78.1) (1.4)
1.6 18.1 2.5 12.7 3.7 41.6 5.0 51.6 8.0 9.6
(45.4) (1.6) (69.0) (1.1) (103.4) (3.7) (140.2) (4.6) (222.1) (0.9)
1.8 17.7 2.4 9.8 2.9 46.5 5.6 49.6 7.7 6.8
(59.9) (1.9) (80.0) (1.0) (94.7) (4.9) (186.0) (5.3) (253.2) (0.7)
7.8 75.1 10.3 43.4 12.7 125.1 15.1 122.4 18.9 36.5
(68.5) (2.1) (90.1) (1.2) (110.6) (3.5) (132.3) (3.4) (165.4) (1.0)
18.8 44.9 6.2 45.0 13.1 82.0 9.9 87.9 13.6 51.9
(141.2) (1.1) (46.2) (1.1) (98.5) (2.0) (74.4) (2.1) (101.9) (1.3)
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
(-) (-) (-) (-) (-) (-) (-) (-) (-) (-)
10.7 74.1 10.2 46.7 13.6 123.3 14.9 82.8 12.8 61.0
(84.4) (1.9) (80.3) (1.2) (107.5) (3.1) (117.9) (2.1) (101.2) (1.5)
3.8 79.8 11.0 18.2 5.3 73.1 8.9 98.1 15.2 58.4
(42.5) (2.9) (122.1) (0.7) (59.1) (2.6) (98.7) (3.5) (169.1) (2.1)
3.2 60.8 8.3 16.8 4.9 34.9 4.2 30.3 4.7 21.1
(65.4) (4.0) (169.2) (1.1) (99.3) (2.3) (85.7) (2.0) (95.1) (1.4)
8.1 114.7 15.7 39.5 11.5 94.2 11.4 107.3 16.6 55.2
(65.4) (3.0) (127.1) (1.0) (93.1) (2.4) (92.1) (2.8) (134.1) (1.4)
4.9 53.9 7.4 22.7 6.6 59.3 7.2 77.0 11.9 34.1
(65.3) (2.3) (99.3) (1.0) (89.0) (2.6) (96.4) (3.3) (160.0) (1.5)
7.2 78.1 10.7 27.9 8.2 98.1 11.9 68.9 10.6 71.8
(82.7) (2.9) (123.4) (1.0) (93.9) (3.6) (136.7) (2.6) (122.7) (2.7)
20.8 169.2 23.2 76.9 22.4 176.1 21.3 143.9 22.3 113.2
(106.7) (2.8) (118.9) (1.3) (114.9) (2.9) (109.2) (2.4) (114.0) (1.9)
13.7 91.1 12.5 49.0 14.3 78.0 9.4 75.0 11.6 41.4
(125.9) (2.7) (115.3) (1.5) (131.8) (2.3) (87.1) (2.2) (107.0) (1.2)
17.6 91.6 12.6 38.2 11.1 95.2 11.5 83.4 12.9 65.2
(118.4) (2.0) (84.3) (0.8) (74.7) (2.1) (77.3) (1.8) (86.5) (1.4)
56.6 291.1 39.9 161.5 47.1 359.3 43.5 214.6 33.2 167.4
(121.8) (2.0) (85.9) (1.1) (101.4) (2.5) (93.6) (1.5) (71.4) (1.2)
13.7 93.8 12.9 48.9 14.3 95.6 11.6 51.9 8.0 40.8
(109.1) (2.4) (102.3) (1.3) (113.4) (2.4) (92.0) (1.3) (63.7) (1.0)
38.9 199.5 27.4 123.3 36.0 264.1 32.0 131.2 20.3 102.2
(123.3) (2.0) (86.7) (1.3) (114.0) (2.7) (101.3) (1.3) (64.3) (1.0)
11.9 34.9 4.8 25.0 7.3 85.7 10.4 35.1 5.4 22.2
(165.4) (1.6) (66.5) (1.1) (101.3) (3.8) (143.9) (1.6) (75.2) (1.0)
6.7 30.5 4.2 23.7 6.9 44.5 5.4 31.4 4.9 27.5
(102.0) (1.5) (63.8) (1.2) (105.1) (2.2) (82.0) (1.5) (73.9) (1.3)
6.6 40.2 5.5 25.8 7.5 38.4 4.6 12.9 2.0 11.7
(126.2) (2.5) (105.6) (1.6) (144.1) (2.4) (88.9) (0.8) (38.2) (0.7)
15.4 163.1 22.4 62.7 18.3 127.2 15.4 160.9 24.9 104.7
(51.8) (1.8) (75.3) (0.7) (61.5) (1.4) (51.8) (1.7) (83.7) (1.1)
76.2 469.5 64.4 240.2 70.1 556.4 67.4 373.5 57.8 267.5
(129.7) (2.6) (109.7) (1.3) (119.3) (3.0) (114.7) (2.0) (98.3) (1.5)
3.3 30.3 4.2 7.9 2.3 55.2 6.7 55.9 8.6 28.3
(85.7) (2.5) (108.0) (0.7) (59.9) (4.6) (173.6) (4.7) (224.6) (2.4)
0.9 20.0 2.7 8.0 2.3 16.9 2.1 25.7 4.0 15.2
(38.1) (2.9) (121.9) (1.1) (103.8) (2.4) (91.1) (3.7) (176.7) (2.2)
4.3 46.0 6.3 24.0 7.0 70.3 8.5 30.6 4.7 39.4
(78.7) (2.7) (115.9) (1.4) (128.7) (4.2) (156.2) (1.8) (87.0) (2.3)
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
(-) (-) (-) (-) (-) (-) (-) (-) (-) (-)
23.8 259.4 35.6 102.6 29.9 269.6 32.6 273.2 42.2 187.7
(57.7) (2.0) (86.3) (0.8) (72.6) (2.1) (79.1) (2.1) (102.4) (1.5)
45.2 268.6 36.8 165.7 48.3 367.6 44.5 179.1 27.7 129.2
(106.5) (2.0) (86.8) (1.3) (113.8) (2.8) (104.8) (1.4) (65.2) (1.0)
31.4 192.3 26.4 74.8 21.8 180.4 21.8 194.6 30.1 140.0
(148.9) (2.9) (125.0) (1.1) (103.5) (2.8) (103.5) (3.0) (142.6) (2.1)
3.7 77.7 10.7 22.3 6.5 66.8 8.1 37.8 5.8 23.6
(48.1) (3.2) (137.9) (0.9) (84.3) (2.8) (104.7) (1.6) (75.6) (1.0)
10.7 112.0 15.4 45.8 13.4 129.9 15.7 132.2 20.4 104.0
(85.5) (2.9) (122.8) (1.2) (106.7) (3.3) (125.6) (3.4) (163.3) (2.7)
7.3 43.0 5.9 28.6 8.4 52.2 6.3 69.2 10.7 36.2
(80.2) (1.5) (64.5) (1.0) (91.3) (1.8) (69.0) (2.4) (117.0) (1.3)
17.3 145.9 20.0 55.2 16.1 133.8 16.2 166.7 25.8 132.5
(114.3) (3.1) (132.4) (1.2) (106.4) (2.8) (107.1) (3.5) (170.5) (2.8)
1.6 35.2 4.8 5.5 1.6 29.1 3.5 33.8 5.2 22.2
(22.9) (1.6) (68.5) (0.3) (22.8) (1.3) (49.9) (1.5) (74.1) (1.0)
36.0 46.9 18.9 38.5 30.9 77.3 23.6 43.1 31.0 16.8
(132.5) (1.5) (69.5) (1.2) (113.9) (2.4) (87.0) (1.3) (114.3) (0.5)
61.8 168.5 67.8 82.8 66.5 205.3 62.7 91.1 65.7 45.1
(123.6) (2.8) (135.4) (1.4) (133.0) (3.5) (125.3) (1.5) (131.3) (0.8)
40.2 146.9 59.1 65.4 52.6 192.9 58.9 68.4 49.3 68.4
(66.5) (2.1) (97.9) (0.9) (87.2) (2.7) (97.6) (1.0) (81.7) (1.0)
6.3 85.5 11.7 30.3 8.8 84.8 10.3 87.9 13.6 31.5
(49.7) (2.2) (92.0) (0.8) (69.2) (2.1) (80.5) (2.2) (106.5) (0.8)
11.6 132.3 18.2 90.1 26.3 177.1 21.4 146.9 22.7 85.8
(61.6) (2.3) (96.6) (1.5) (139.9) (3.0) (114.2) (2.5) (121.0) (1.5)
12.8 79.7 10.9 31.7 9.2 93.1 11.3 91.8 14.2 81.7
(110.3) (2.2) (94.0) (0.9) (79.4) (2.6) (96.9) (2.5) (122.1) (2.3)
32.7 218.6 30.0 70.5 20.6 196.1 23.7 156.8 24.3 121.6
(131.2) (2.8) (120.5) (0.9) (82.6) (2.5) (95.4) (2.0) (97.4) (1.6)
22.6 117.1 16.1 77.4 22.6 173.7 21.0 96.0 14.8 75.1
(122.8) (2.0) (87.2) (1.4) (122.5) (3.0) (114.1) (1.7) (80.6) (1.3)
14.0 95.7 13.1 42.9 12.5 101.2 12.2 67.2 10.4 59.5
(103.4) (2.3) (97.2) (1.0) (92.6) (2.4) (90.7) (1.6) (77.0) (1.4)
10.7 30.8 4.2 29.6 8.6 55.4 6.7 24.3 3.8 12.8
(159.0) (1.5) (62.9) (1.4) (128.4) (2.7) (99.7) (1.2) (55.9) (0.6)
4.4 17.9 2.5 17.5 5.1 23.3 2.8 13.7 2.1 20.3
(99.9) (1.3) (55.6) (1.3) (115.9) (1.7) (64.0) (1.0) (48.2) (1.5)
16.0 105.6 14.5 55.7 16.3 124.0 15.0 53.1 8.2 43.7
(116.4) (2.5) (105.4) (1.3) (118.3) (2.9) (109.3) (1.2) (59.7) (1.0)
9.2 64.4 8.8 42.4 12.4 69.3 8.4 51.5 8.0 34.3
(93.4) (2.1) (90.2) (1.4) (126.1) (2.3) (85.6) (1.7) (81.2) (1.1)
6.7 51.9 7.1 41.5 12.1 77.2 9.3 42.7 6.6 32.9
(74.5) (1.9) (79.3) (1.5) (134.7) (2.8) (104.0) (1.5) (73.4) (1.2)
2.9 34.3 4.7 15.2 4.4 44.0 5.3 55.8 8.6 42.1
(47.9) (1.8) (78.3) (0.8) (73.8) (2.4) (88.8) (3.0) (143.8) (2.3)
6.6 61.1 8.4 9.3 2.7 53.2 6.4 45.0 7.0 19.1
(85.6) (2.6) (109.2) (0.4) (35.5) (2.2) (83.9) (1.9) (90.6) (0.8)
0.0 13.3 1.8 3.2 0.9 1.1 0.1 4.6 0.7 0.3
(0.0) (5.4) (230.4) (1.3) (117.1) (0.5) (17.2) (1.8) (88.6) (0.1)
9.5 108.8 14.9 27.7 8.1 98.4 11.9 105.4 16.3 61.5
(65.3) (2.4) (103.1) (0.6) (55.9) (2.2) (82.3) (2.3) (112.6) (1.4)
43.6 349.4 47.9 128.4 37.5 378.3 45.8 356.0 55.1 249.6
(104.1) (2.7) (114.5) (1.0) (89.5) (2.9) (109.4) (2.7) (131.5) (1.9)
Kellogg's - All-Bran - Kellogg's - Mini Kellogg's - Special K Post - Shreddies Post - Shredded Quaker - Harvest
Bran Flakes Wheats-White Original (Regular) Wheat (Regular) Crunch
% Count % Count % Count % Count % Count

100.0 401.5 100.0 216.8 100.0 484.5 100.0 239.7 100.0 488.4
(100.0) (1.3) (100.0) (0.7) (100.0) (1.6) (100.0) (0.8) (100.0) (1.6)
22.3 81.7 21.3 18.0 9.2 105.6 23.8 29.0 13.9 120.0
(65.2) (0.8) (62.4) (0.2) (26.8) (1.1) (69.5) (0.3) (40.5) (1.2)
19.8 158.4 41.4 71.0 36.1 141.5 31.9 44.2 21.1 134.9
(65.5) (1.8) (137.2) (0.8) (119.6) (1.6) (105.6) (0.5) (70.1) (1.6)
57.9 142.7 37.3 107.8 54.8 197.0 44.4 136.1 65.0 173.6
(162.7) (1.4) (104.6) (1.1) (153.8) (1.9) (124.5) (1.3) (182.5) (1.7)
1.8 2.9 0.7 0.0 0.0 0.3 0.1 0.0 0.0 18.7
(31.9) (0.2) (13.2) (0.0) (0.0) (0.0) (1.0) (0.0) (0.0) (1.1)
6.7 13.5 3.4 9.4 4.3 43.5 9.0 10.6 4.4 14.2
(62.2) (0.4) (31.3) (0.3) (40.2) (1.3) (83.4) (0.3) (41.0) (0.4)
11.6 64.4 16.0 8.7 4.0 59.8 12.3 18.5 7.7 105.7
(71.0) (1.3) (98.4) (0.2) (24.5) (1.2) (75.8) (0.4) (47.3) (2.1)
11.6 133.2 33.2 51.0 23.5 116.7 24.1 28.0 11.7 103.4
(49.7) (1.8) (142.4) (0.7) (101.1) (1.6) (103.4) (0.4) (50.2) (1.4)
28.5 136.5 34.0 75.1 34.6 162.8 33.6 88.4 36.9 141.7
(115.1) (1.8) (137.4) (1.0) (140.0) (2.1) (135.8) (1.2) (149.1) (1.8)
39.9 50.9 12.7 72.6 33.5 101.5 20.9 94.2 39.3 104.6
(206.2) (0.8) (65.5) (1.2) (173.0) (1.7) (108.2) (1.6) (203.0) (1.7)
1.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
(131.7) (0.0) (0.0) (0.0) (0.0) (0.0) (0.0) (0.0) (0.0) (0.0)
0.4 2.9 0.7 0.0 0.0 0.3 0.1 0.0 0.0 18.7
(9.9) (0.2) (16.2) (0.0) (0.0) (0.0) (1.2) (0.0) (0.0) (1.3)
1.5 2.7 0.7 1.0 0.5 4.4 0.9 3.5 1.5 3.9
(57.6) (0.3) (25.9) (0.1) (17.9) (0.5) (34.9) (0.4) (56.9) (0.5)
1.2 3.2 0.8 3.5 1.6 3.6 0.8 2.4 1.0 3.9
(56.2) (0.5) (37.8) (0.5) (76.9) (0.6) (35.9) (0.4) (47.0) (0.6)
2.5 4.1 1.0 3.4 1.6 24.0 4.9 3.5 1.4 4.4
(75.0) (0.4) (31.2) (0.3) (48.1) (2.4) (151.1) (0.3) (44.2) (0.4)
1.6 3.6 0.9 1.5 0.7 11.5 2.4 1.2 0.5 2.1
(55.9) (0.4) (31.7) (0.2) (24.0) (1.3) (84.9) (0.1) (17.8) (0.2)
7.2 25.1 6.3 4.4 2.0 30.4 6.3 12.0 5.0 36.7
(109.7) (1.2) (95.9) (0.2) (30.9) (1.5) (96.3) (0.6) (76.8) (1.8)
4.4 39.3 9.8 4.3 2.0 29.4 6.1 6.5 2.7 69.0
(45.2) (1.3) (100.1) (0.1) (20.2) (1.0) (62.0) (0.2) (27.6) (2.3)
2.5 53.8 13.4 9.8 4.5 31.4 6.5 8.9 3.7 37.9
(35.6) (2.4) (188.3) (0.4) (63.2) (1.4) (91.0) (0.4) (52.1) (1.7)
2.3 47.8 11.9 24.1 11.1 35.5 7.3 8.0 3.3 31.3
(27.8) (1.9) (145.8) (1.0) (136.5) (1.4) (89.9) (0.3) (40.8) (1.2)
6.8 31.6 7.9 17.1 7.9 49.8 10.3 11.1 4.6 34.2
(84.4) (1.3) (98.3) (0.7) (98.7) (2.0) (128.3) (0.4) (58.1) (1.4)
8.4 41.7 10.4 35.9 16.5 61.0 12.6 22.1 9.2 50.4
(102.7) (1.6) (127.3) (1.4) (202.9) (2.4) (154.4) (0.9) (113.1) (2.0)
9.4 52.1 13.0 16.9 7.8 55.4 11.4 36.3 15.1 65.6
(110.7) (2.0) (152.4) (0.6) (91.5) (2.1) (134.3) (1.4) (177.7) (2.5)
10.7 42.7 10.6 22.3 10.3 46.3 9.6 30.0 12.5 25.6
(132.3) (1.7) (131.9) (0.9) (127.7) (1.8) (118.5) (1.2) (155.2) (1.0)
12.9 26.4 6.6 37.4 17.3 41.6 8.6 48.2 20.1 40.7
(144.9) (1.0) (74.2) (1.4) (194.5) (1.5) (96.8) (1.7) (226.6) (1.5)
27.1 24.5 6.1 35.2 16.2 59.9 12.4 46.0 19.2 64.0
(258.0) (0.8) (58.1) (1.1) (154.8) (1.8) (117.7) (1.4) (183.1) (2.0)
55.1 174.0 43.3 129.1 59.6 234.9 48.5 65.3 27.3 211.4
(111.4) (1.1) (87.6) (0.8) (120.4) (1.5) (98.0) (0.4) (55.1) (1.4)
44.9 227.5 56.7 87.7 40.4 249.6 51.5 174.4 72.7 277.0
(88.9) (1.4) (112.1) (0.6) (80.0) (1.6) (101.9) (1.1) (143.9) (1.8)
7.6 22.9 5.7 11.5 5.3 75.9 15.7 22.9 9.5 9.4
(113.8) (1.1) (85.4) (0.6) (79.7) (3.7) (235.2) (1.1) (143.1) (0.5)
31.5 90.7 22.6 43.8 20.2 82.4 17.0 43.4 18.1 153.3
(136.0) (1.3) (97.7) (0.6) (87.4) (1.1) (73.5) (0.6) (78.2) (2.1)
37.9 142.4 35.5 87.7 40.5 221.6 45.7 109.2 45.6 183.9
(97.7) (1.2) (91.4) (0.7) (104.3) (1.8) (117.9) (0.9) (117.4) (1.5)
11.6 123.5 30.8 47.8 22.1 78.8 16.3 42.9 17.9 96.5
(64.4) (2.2) (170.3) (0.9) (122.2) (1.4) (90.0) (0.8) (99.2) (1.7)
11.4 21.9 5.5 25.9 11.9 25.8 5.3 21.3 8.9 45.3
(85.6) (0.5) (41.0) (0.6) (89.5) (0.6) (39.9) (0.5) (66.8) (1.1)
2.6 0.8 0.2 2.3 1.1 27.1 5.6 1.1 0.5 1.1
(183.3) (0.2) (14.7) (0.5) (74.6) (6.1) (389.1) (0.3) (32.6) (0.2)
0.6 1.7 0.4 0.3 0.1 1.2 0.3 0.2 0.1 0.2
(165.5) (1.5) (112.3) (0.3) (35.9) (1.0) (67.0) (0.2) (26.4) (0.1)
2.3 9.6 2.4 1.5 0.7 25.4 5.2 8.5 3.5 4.5
(89.1) (1.2) (91.5) (0.2) (26.4) (3.1) (201.0) (1.0) (135.8) (0.6)
2.0 10.7 2.7 7.4 3.4 22.2 4.6 13.0 5.4 3.6
(89.2) (1.5) (119.4) (1.1) (152.6) (3.2) (204.3) (1.9) (242.3) (0.5)
31.5 90.7 22.6 43.8 20.2 82.4 17.0 43.4 18.1 153.3
(136.0) (1.3) (97.7) (0.6) (87.4) (1.1) (73.5) (0.6) (78.2) (2.1)
37.9 142.4 35.5 87.7 40.5 221.6 45.7 109.2 45.6 183.9
(97.7) (1.2) (91.4) (0.7) (104.3) (1.8) (117.9) (0.9) (117.4) (1.5)
2.1 23.3 5.8 3.7 1.7 11.9 2.5 4.4 1.8 14.1
(58.6) (2.1) (161.8) (0.3) (48.1) (1.1) (68.6) (0.4) (50.8) (1.3)
1.5 18.6 4.6 7.1 3.3 11.5 2.4 11.7 4.9 20.4
(49.7) (2.0) (153.1) (0.8) (108.3) (1.2) (78.7) (1.2) (161.5) (2.2)
8.0 81.6 20.3 37.0 17.1 55.3 11.4 26.8 11.2 61.9
(70.1) (2.3) (177.6) (1.0) (149.1) (1.6) (99.7) (0.8) (97.9) (1.7)
11.4 21.9 5.5 25.9 11.9 25.8 5.3 21.3 8.9 45.3
(85.6) (0.5) (41.0) (0.6) (89.5) (0.6) (39.9) (0.5) (66.8) (1.1)
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
(-) (-) (-) (-) (-) (-) (-) (-) (-) (-)
13.4 32.0 8.0 23.9 11.0 49.2 10.2 32.3 13.5 62.8
(105.8) (0.8) (63.1) (0.6) (87.1) (1.3) (80.2) (0.8) (106.4) (1.6)
12.8 32.6 8.1 14.5 6.7 41.6 8.6 17.9 7.5 26.8
(143.0) (1.2) (90.5) (0.5) (74.7) (1.5) (95.7) (0.6) (83.3) (1.0)
4.6 18.2 4.5 14.1 6.5 23.1 4.8 17.1 7.1 15.2
(94.1) (1.2) (92.2) (0.9) (132.4) (1.5) (96.9) (1.1) (144.9) (1.0)
12.1 42.6 10.6 30.7 14.2 57.4 11.8 51.3 21.4 47.3
(98.0) (1.1) (85.8) (0.8) (114.5) (1.5) (95.7) (1.3) (172.8) (1.2)
7.5 24.4 6.1 16.6 7.6 34.3 7.1 34.1 14.2 32.2
(100.7) (1.1) (81.6) (0.7) (102.6) (1.5) (95.0) (1.5) (191.3) (1.4)
15.8 20.6 5.1 18.0 8.3 50.7 10.5 27.0 11.2 40.0
(181.6) (0.8) (59.1) (0.7) (95.8) (1.9) (120.6) (1.0) (129.6) (1.5)
24.9 51.0 12.7 44.9 20.7 122.7 25.3 55.9 23.3 94.7
(127.4) (0.8) (65.1) (0.7) (106.1) (2.0) (129.7) (0.9) (119.5) (1.6)
9.1 30.4 7.6 26.9 12.4 72.0 14.9 28.9 12.1 54.7
(84.0) (0.9) (69.8) (0.8) (114.4) (2.1) (137.0) (0.9) (111.4) (1.6)
14.3 46.2 11.5 44.3 20.4 64.1 13.2 31.0 12.9 85.2
(96.1) (1.0) (77.2) (1.0) (137.1) (1.4) (88.8) (0.7) (86.7) (1.8)
36.8 243.2 60.6 102.7 47.4 213.6 44.1 82.3 34.3 256.7
(79.1) (1.7) (130.3) (0.7) (102.0) (1.5) (94.9) (0.6) (73.9) (1.8)
9.0 99.0 24.7 20.1 9.3 48.1 9.9 18.0 7.5 80.4
(71.3) (2.5) (196.0) (0.5) (73.8) (1.2) (78.9) (0.5) (59.6) (2.1)
22.5 197.0 49.1 58.4 27.0 149.6 30.9 51.4 21.4 171.5
(71.1) (2.0) (155.4) (0.6) (85.4) (1.5) (97.8) (0.5) (67.9) (1.7)
4.9 30.2 7.5 18.3 8.5 37.0 7.6 17.0 7.1 35.1
(67.7) (1.3) (104.3) (0.8) (117.4) (1.7) (106.0) (0.8) (98.6) (1.6)
6.1 48.7 12.1 4.6 2.1 38.5 7.9 11.6 4.8 24.0
(92.1) (2.4) (184.9) (0.2) (32.6) (1.9) (121.1) (0.6) (73.7) (1.2)
2.6 19.1 4.7 15.3 7.1 25.9 5.4 4.8 2.0 32.0
(49.3) (1.2) (90.9) (0.9) (135.3) (1.6) (102.5) (0.3) (38.0) (2.0)
23.0 62.3 15.5 25.5 11.8 113.4 23.4 37.5 15.6 103.0
(77.4) (0.7) (52.2) (0.3) (39.6) (1.2) (78.7) (0.4) (52.6) (1.1)
58.8 308.6 76.9 159.5 73.6 299.0 61.7 152.9 63.8 315.4
(100.1) (1.7) (130.9) (0.9) (125.3) (1.6) (105.1) (0.8) (108.6) (1.7)
6.2 10.0 2.5 12.0 5.6 30.5 6.3 27.5 11.5 24.9
(161.7) (0.8) (64.7) (1.0) (144.3) (2.6) (163.8) (2.3) (297.6) (2.1)
3.3 6.8 1.7 4.2 1.9 12.0 2.5 4.1 1.7 17.9
(148.4) (1.0) (74.8) (0.6) (86.4) (1.7) (110.3) (0.6) (76.3) (2.6)
8.7 13.8 3.4 15.5 7.1 29.6 6.1 17.7 7.4 27.2
(159.0) (0.8) (63.2) (0.9) (131.3) (1.7) (112.0) (1.0) (135.9) (1.6)
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
(-) (-) (-) (-) (-) (-) (-) (-) (-) (-)
41.2 92.9 23.1 57.3 26.4 185.5 38.3 86.8 36.2 172.9
(99.9) (0.7) (56.1) (0.4) (64.0) (1.4) (92.8) (0.7) (87.8) (1.3)
28.4 227.0 56.6 90.1 41.6 205.7 42.5 53.2 22.2 225.8
(66.9) (1.7) (133.2) (0.7) (97.9) (1.6) (100.0) (0.4) (52.2) (1.7)
30.8 76.3 19.0 65.3 30.1 111.6 23.0 89.5 37.3 102.4
(145.8) (1.2) (90.0) (1.0) (142.8) (1.7) (109.1) (1.4) (176.9) (1.6)
5.2 18.5 4.6 12.7 5.8 46.6 9.6 11.9 5.0 34.5
(67.0) (0.8) (59.7) (0.5) (75.6) (1.9) (124.5) (0.5) (64.1) (1.4)
22.9 44.7 11.1 34.5 15.9 66.3 13.7 52.8 22.0 73.3
(182.6) (1.1) (89.0) (0.9) (127.1) (1.7) (109.3) (1.4) (176.1) (1.9)
8.0 22.1 5.5 10.0 4.6 32.9 6.8 16.8 7.0 39.8
(87.0) (0.8) (60.1) (0.4) (50.2) (1.2) (74.3) (0.6) (76.8) (1.4)
29.1 55.5 13.8 61.9 28.6 78.1 16.1 75.7 31.6 65.9
(192.5) (1.2) (91.5) (1.3) (188.8) (1.7) (106.6) (1.6) (209.0) (1.4)
4.9 12.8 3.2 4.2 2.0 21.4 4.4 15.5 6.5 12.5
(69.0) (0.6) (45.3) (0.2) (27.8) (1.0) (62.7) (0.7) (91.6) (0.6)
17.2 52.7 32.1 6.7 12.2 41.5 29.2 8.6 25.5 47.5
(63.3) (1.6) (118.1) (0.2) (44.9) (1.3) (107.6) (0.3) (94.0) (1.5)
46.2 91.0 55.4 28.3 51.3 71.5 50.3 18.5 55.1 68.2
(92.4) (1.5) (110.6) (0.5) (102.6) (1.2) (100.6) (0.3) (110.2) (1.2)
70.1 72.1 43.9 37.5 67.9 89.7 63.1 16.5 49.2 98.6
(116.1) (1.0) (72.7) (0.5) (112.5) (1.3) (104.6) (0.2) (81.4) (1.4)
6.9 25.0 6.2 13.3 6.2 61.1 12.6 26.6 11.1 46.1
(54.2) (0.6) (48.8) (0.3) (48.2) (1.5) (98.9) (0.7) (86.9) (1.2)
18.9 81.1 20.2 36.7 16.9 74.8 15.4 69.6 29.0 67.4
(100.4) (1.4) (107.5) (0.6) (90.0) (1.3) (82.2) (1.2) (154.5) (1.2)
17.9 40.8 10.2 30.0 13.8 63.7 13.1 31.4 13.1 68.8
(154.2) (1.1) (87.4) (0.8) (118.9) (1.8) (113.0) (0.9) (112.6) (1.9)
26.7 102.1 25.4 59.6 27.5 146.6 30.3 63.7 26.6 139.8
(107.3) (1.3) (102.2) (0.8) (110.4) (1.9) (121.6) (0.8) (106.7) (1.8)
16.5 95.7 23.8 46.1 21.3 68.9 14.2 34.5 14.4 104.4
(89.6) (1.7) (129.4) (0.8) (115.3) (1.2) (77.2) (0.6) (78.1) (1.8)
13.1 56.7 14.1 31.2 14.4 69.3 14.3 14.0 5.8 61.9
(96.7) (1.4) (104.6) (0.7) (106.4) (1.7) (106.0) (0.3) (43.2) (1.5)
2.8 39.3 9.8 12.8 5.9 25.8 5.3 8.1 3.4 41.7
(41.7) (1.9) (145.7) (0.6) (88.1) (1.2) (79.1) (0.4) (50.5) (2.0)
4.5 16.0 4.0 17.4 8.0 22.4 4.6 2.4 1.0 19.8
(101.1) (1.2) (90.5) (1.3) (181.7) (1.6) (104.9) (0.2) (22.4) (1.4)
9.6 101.8 25.4 19.0 8.8 81.7 16.9 21.0 8.8 87.0
(69.9) (2.4) (184.5) (0.4) (63.8) (1.9) (122.8) (0.5) (63.8) (2.0)
7.5 49.5 12.3 28.9 13.3 44.5 9.2 21.6 9.0 59.3
(77.0) (1.6) (125.8) (0.9) (136.2) (1.5) (93.8) (0.7) (91.9) (1.9)
7.2 44.8 11.1 14.0 6.5 37.2 7.7 16.1 6.7 33.7
(80.4) (1.6) (124.1) (0.5) (71.8) (1.3) (85.5) (0.6) (74.9) (1.2)
9.3 20.3 5.1 11.4 5.2 31.2 6.4 12.0 5.0 36.5
(154.3) (1.1) (84.3) (0.6) (87.4) (1.7) (107.4) (0.6) (83.2) (2.0)
4.2 22.1 5.5 16.3 7.5 21.3 4.4 16.9 7.1 27.1
(54.6) (0.9) (71.8) (0.7) (97.8) (0.9) (57.1) (0.7) (92.0) (1.1)
0.1 7.6 1.9 0.5 0.2 2.4 0.5 0.1 0.0 0.6
(7.2) (3.1) (236.7) (0.2) (30.5) (1.0) (61.7) (0.0) (3.7) (0.3)
13.5 50.0 12.5 28.2 13.0 54.9 11.3 29.0 12.1 64.2
(93.4) (1.1) (86.1) (0.6) (89.8) (1.2) (78.2) (0.6) (83.5) (1.4)
54.8 100.0 24.9 96.4 44.5 218.0 45.0 141.5 59.0 182.7
(131.0) (0.8) (59.5) (0.7) (106.3) (1.7) (107.5) (1.1) (141.0) (1.4)
Quaker - Harvest
Crunch
%
100.0
(100.0)
28.0
(81.8)
31.5
(104.4)
40.5
(113.7)
3.8
(68.9)
2.9
(27.1)
21.7
(132.8)
21.2
(91.0)
29.0
(117.2)
21.4
(110.7)
0.0
(0.0)
3.8
(84.2)
0.8
(30.3)
0.8
(37.8)
0.9
(27.5)
0.4
(15.6)
7.5
(115.3)
14.1
(144.5)
7.8
(109.2)
6.4
(78.5)
7.0
(87.4)
10.3
(126.6)
13.4
(157.8)
5.2
(65.0)
8.3
(93.9)
13.1
(124.8)
43.3
(87.5)
56.7
(112.2)
1.9
(29.0)
31.4
(135.7)
37.7
(97.0)
19.8
(109.3)
9.3
(69.6)
0.2
(15.8)
0.0
(8.5)
0.9
(35.7)
0.7
(33.1)
31.4
(135.7)
37.7
(97.0)
2.9
(80.6)
4.2
(138.3)
12.7
(110.7)
9.3
(69.6)
0.0
(-)
12.9
(101.6)
5.5
(61.1)
3.1
(63.0)
9.7
(78.3)
6.6
(88.5)
8.2
(94.4)
19.4
(99.4)
11.2
(103.4)
17.4
(117.0)
52.6
(113.1)
16.5
(130.8)
35.1
(111.2)
7.2
(99.7)
4.9
(75.0)
6.6
(125.7)
21.1
(71.0)
64.6
(110.0)
5.1
(132.7)
3.7
(162.5)
5.6
(102.1)
0.0
(-)
35.4
(85.8)
46.2
(108.9)
21.0
(99.4)
7.1
(91.5)
15.0
(119.9)
8.1
(89.0)
13.5
(89.2)
2.6
(36.4)
27.3
(100.7)
39.3
(78.6)
56.8
(94.1)
9.4
(73.9)
13.8
(73.5)
14.1
(121.1)
28.6
(115.0)
21.4
(116.0)
12.7
(93.8)
8.5
(126.9)
4.1
(92.0)
17.8
(129.6)
12.1
(123.9)
6.9
(76.7)
7.5
(124.4)
5.6
(72.4)
0.1
(16.2)
13.2
(90.9)
37.4
(89.4)
All Respondents
Medium/Heavy Medium/Heavy Medium/Heavy Medium/Heavy
Popcorn-# Chocolate/Can Chewing Gum- Potato Chips-#
Variable Totals Packages/Bowl dy Bars-# Bars # Packages Packages
s Ate/Past 30 Eaten/Past 7 Chewed/Past 7 Ate/Past 30
Days Days Days Days
Unwgt 36,778 4,626 3,996 2,489 3,865
(000s) 32,418 4,189 3,646 2,242 3,578
Totals Vert% 100.0 100.0 100.0 100.0 100.0
Horz% 100.0 12.9 11.2 6.9 11.0
Index 100 100 100 100 100
Unwgt 20,118 2,665 1,346 1,346 1,361
(000s) 17,934 2,458 1,121 1,188 1,157
Leisure Activities-Past 12
Vert% 55.3 58.7 30.7 53.0 32.3
Months [Baking From Scratch]
Horz% 100.0 13.7 6.3 6.6 6.5
Index 100 106 56 96 58
Unwgt 2,324 290 389 202 2,324
(000s) 1,914 251 350 158 1,914
Vert% 5.9 6.0 9.6 7.0 53.5
Months [Billiards]
Horz% 100.0 13.1 18.3 8.3 100.0
Index 100 101 163 119 906
Unwgt 4,344 580 668 368 543
(000s) 3,627 511 578 290 499
Vert% 11.2 12.2 15.9 12.9 13.9
Months [Bird Watching]
Horz% 100.0 14.1 15.9 8.0 13.8
Index 100 109 142 116 125
Unwgt 6,622 908 589 528 822
(000s) 5,941 892 503 491 687
Vert% 18.3 21.3 13.8 21.9 19.2
Months [Camping]
Horz% 100.0 15.0 8.5 8.3 11.6
Index 100 116 75 120 105
Unwgt 2,389 317 2,389 178 389
(000s) 1,949 272 1,949 140 350
Months Vert% 6.0 6.5 53.5 6.2 9.8
[Collecting-Coins/Stamps]
Horz% 100.0 14.0 100.0 7.2 18.0
Index 100 108 889 104 163
Unwgt 8,211 1,041 739 582 625
(000s) 7,009 968 599 483 567
Vert% 21.6 23.1 16.4 21.5 15.8
Months [Crafts]
Horz% 100.0 13.8 8.5 6.9 8.1
Index 100 111 76 100 73
Unwgt 4,532 610 576 490 587
(000s) 3,819 541 505 409 503
Vert% 11.8 12.9 13.9 18.2 14.1
Months [Dancing]
Horz% 100.0 14.2 13.2 10.7 13.2
Index 100 110 118 155 119
Unwgt 6,187 758 528 504 418
(000s) 5,358 666 422 464 330
Vert% 16.5 15.9 11.6 20.7 9.2
Months [Sewing/Knitting]
Horz% 100.0 12.4 7.9 8.7 6.2
Index 100 96 70 125 56
Unwgt 11,717 1,521 947 797 1,352
Months [Entertaining At Home]
(000s) 10,297 1,408 747 721 1,121
Vert% 31.8 33.6 20.5 32.2 31.3
Months [Entertaining At Home]
Horz% 100.0 13.7 7.3 7.0 10.9
Index 100 106 65 101 113
Unwgt 15,196 1,985 1,221 934 1,132
(000s) 12,986 1,774 989 791 877
Vert% 40.1 42.3 27.1 35.3 24.5
Months [Gardening]
Horz% 100.0 13.7 7.6 6.1 6.8
Index 100 106 68 88 61
Unwgt 2,814 318 422 148 377
(000s) 2,400 258 352 139 353
Months [Genealogy/Family Vert% 7.4 6.2 9.7 6.2 9.9
Tree]
Horz% 100.0 10.8 14.7 5.8 14.7
Index 100 83 130 84 133
Unwgt 6,211 838 674 447 700
(000s) 5,421 752 601 376 642
Vert% 16.7 18.0 16.5 16.8 17.9
Months [Gourmet Cooking]
Horz% 100.0 13.9 11.1 6.9 11.8
Index 100 107 99 100 107
Unwgt 6,556 842 867 537 699
(000s) 5,664 741 721 483 553
Vert% 17.5 17.7 20.8 21.5 15.5
Months [Photography]
Horz% 100.0 13.1 12.7 8.5 9.8
Index 100 101 113 123 88
Unwgt 3,940 479 500 259 636
Leisure Activities-Past 12 (000s) 3,497 453 436 227 580
Months [Woodworking-
Vert% 10.8 10.8 12.0 10.1 16.2
Building/Stripping/Refinishing/S
taining] Horz% 100.0 13.0 12.5 6.5 16.6
Index 100 100 111 94 150
Unwgt 5,047 702 470 348 659
(000s) 4,580 657 420 326 553
Months Vert% 14.1 15.7 11.5 14.5 15.5
[Fitness-Aerobics/Fitness]
Horz% 100.0 14.3 9.2 7.1 12.1
Index 100 111 82 103 109
Unwgt 14,881 2,063 1,059 1,055 1,148
(000s) 13,198 1,925 853 956 960
Months [Fitness-Exercise At Vert% 40.7 46.0 23.4 42.6 26.8
Home]
Horz% 100.0 14.6 6.5 7.2 7.3
Index 100 113 57 105 66
Unwgt 3,695 464 402 360 498
(000s) 3,230 423 355 328 415
Months Vert% 10.0 10.1 9.7 14.6 11.6
[Fitness-Health/Fitness Club]
Horz% 100.0 13.1 11.0 10.2 12.8
Index 100 101 98 147 116
Unwgt 4,917 750 475 454 499
(000s) 4,485 659 454 415 441
Vert% 13.8 15.7 12.5 18.5 12.3
Months [Fitness-Jogging]
Horz% 100.0 14.7 10.1 9.3 9.8
Index 100 114 90 134 89
Unwgt 5,456 730 488 451 706
Months [Fitness-Swimming]
(000s) 4,641 645 442 385 615
Vert% 14.3 15.4 12.1 17.2 21.5
Months [Fitness-Swimming]
Horz% 100.0 13.9 9.5 8.3 13.3
Index 100 108 85 120 120
Unwgt 18,914 2,455 1,384 1,175 1,335
(000s) 16,281 2,188 1,093 1,008 1,034
Months Vert% 50.2 52.2 30.0 45.0 28.9
[Fitness-Walking/Hiking]
Horz% 100.0 13.4 6.7 6.2 6.4
Index 100 104 60 90 58
Unwgt 4,594 668 423 356 446
(000s) 3,849 595 370 324 377
Vert% 11.9 14.2 10.1 14.5 10.5
Months [Fitness-Yoga/Pilates]
Horz% 100.0 15.5 9.6 8.4 9.8
Index 100 120 85 122 89
Unwgt 2,405 316 375 265 524
(000s) 2,157 288 346 233 431
Vert% 6.7 6.9 9.5 10.4 12.0
Months [Sports-Bowling]
Horz% 100.0 13.4 16.0 10.8 20.0
Index 100 103 143 156 181
Unwgt 4,317 614 375 318 674
(000s) 3,588 548 331 310 551
Vert% 11.1 13.1 9.1 13.8 15.4
Months [Sports-Golf]
Horz% 100.0 15.3 9.2 8.6 15.4
Index 100 118 82 125 139
Unwgt 1,961 306 336 250 428
(000s) 1,734 295 340 216 408
Vert% 5.3 7.0 9.3 9.6 11.4
Months [Sports-Tennis]
Horz% 100.0 17.0 19.6 12.5 23.5
Index 100 132 174 180 213
Unwgt 1,475 212 240 151 253
(000s) 1,276 184 218 135 208
Months [Sports-Cross-Country Vert% 3.9 4.4 6.0 6.0 5.8
Skiing]
Horz% 100.0 14.4 17.1 10.6 16.3
Index 100 112 152 153 148
Unwgt 1,845 221 269 186 356
(000s) 1,646 184 234 177 315
Months [Sports-Downhill Vert% 5.1 4.4 6.4 7.9 8.8
Skiing]
Horz% 100.0 11.2 14.2 10.8 19.1
Index 100 87 126 155 173
Unwgt 1,119 136 209 187 229
(000s) 977 110 217 186 210
Vert% 3.0 2.6 6.0 8.3 5.9
Months [Sports-Snowboarding]
Horz% 100.0 11.3 22.2 19.0 21.5
Index 100 87 197 275 195
Unwgt 958 127 207 110 195
(000s) 858 117 207 105 200
Vert% 2.6 2.8 5.7 4.7 5.6
Months [Sports-Snowmobiling]
Horz% 100.0 13.6 24.1 12.2 23.3
Index 100 106 215 177 211
Unwgt 3,260 474 371 375 468
Months [Sports-Ice Skating]
(000s) 3,042 460 327 331 399
Vert% 9.4 11.0 9.0 14.8 11.2
Months [Sports-Ice Skating]
Horz% 100.0 15.1 10.7 10.9 13.1
Index 100 117 96 157 119
Unwgt 796 94 222 125 180
(000s) 693 72 196 96 172
Months [Sports-In-Line Vert% 2.1 1.7 5.4 4.3 4.8
Skating]
Horz% 100.0 10.4 28.3 13.9 24.8
Index 100 80 251 200 225
Unwgt 6,536 837 584 553 743
(000s) 5,778 769 469 513 596
Vert% 17.8 18.4 12.9 22.9 16.7
Months [Sports-Bicycle Riding]
Horz% 100.0 13.3 8.1 8.9 10.3
Index 100 103 72 128 93
Unwgt 1,109 145 182 150 263
(000s) 953 111 168 140 223
Vert% 2.9 2.6 4.6 6.2 6.2
Months [Sports-Motorcycling]
Horz% 100.0 11.6 17.6 14.7 23.4
Index 100 90 157 212 212
Unwgt 638 76 145 68 201
(000s) 559 59 136 61 189
Vert% 1.7 1.4 3.7 2.7 5.3
Months [Sports-Archery]
Horz% 100.0 10.6 24.3 10.9 33.8
Index 100 82 216 158 306
Unwgt 3,803 457 363 291 561
(000s) 3,317 418 315 236 438
Vert% 10.2 10.0 8.6 10.5 12.2
Months [Sports-Fishing]
Horz% 100.0 12.6 9.5 7.1 13.2
Index 100 98 84 103 120
Unwgt 1,007 110 144 112 190
(000s) 875 79 140 113 172
Vert% 2.7 1.9 3.8 5.0 4.8
Months [Sports-Hunting]
Horz% 100.0 9.0 16.0 12.9 19.7
Index 100 70 142 187 178
Unwgt 2,069 342 308 333 382
(000s) 2,056 354 286 329 376
Months [Team Sports- Vert% 6.3 8.5 7.8 14.7 10.5
Basketball]
Horz% 100.0 17.2 13.9 16.0 18.3
Index 100 133 124 231 166
Unwgt 1,271 138 225 110 240
(000s) 1,238 167 210 93 213
Baseball/Softball]
Horz% 100.0 13.5 17.0 7.5 17.2
Index 100 104 151 109 156
Unwgt 841 118 183 171 235
(000s) 807 142 188 164 218
Vert% 2.5 3.4 5.2 7.3 6.1
Months [Team Sports-Football]
Horz% 100.0 17.6 23.3 20.3 27.0
Index 100 136 207 294 245
Unwgt 1,679 253 260 234 298
Months [Team Sports-Soccer]
(000s) 1,643 238 235 240 273
Vert% 5.1 5.7 6.4 10.7 7.6
Months [Team Sports-Soccer]
Horz% 100.0 14.5 14.3 14.6 16.6
Index 100 112 127 211 151
Unwgt 1,496 251 223 214 263
(000s) 1,479 263 204 198 253
Volleyball]
Horz% 100.0 17.8 13.8 13.4 17.1
Index 100 138 123 194 155
Unwgt 843 114 234 66 174
(000s) 670 103 227 59 168
Vert% 2.1 2.5 6.2 2.6 4.7
Months [Team Sports-Curling]
Horz% 100.0 15.4 33.9 8.8 25.1
Index 100 119 301 127 227
Unwgt 1,653 230 188 188 267
(000s) 1,544 217 182 171 254
Months [Team Sports-Ice Vert% 4.8 5.2 5.0 7.6 7.1
Hockey]
Horz% 100.0 14.1 11.8 11.1 16.5
Index 100 109 105 160 149
Unwgt 2,955 399 330 226 471
(000s) 2,679 365 304 200 421
Vert% 8.3 8.7 8.3 8.9 11.8
Months [Boating-Canoeing]
Horz% 100.0 13.6 11.3 7.5 15.7
Index 100 105 101 108 142
Unwgt 2,402 301 236 172 368
(000s) 2,076 293 233 148 294
Months [Boating-Power Vert% 6.4 7.0 6.4 6.6 8.2
Boating]
Horz% 100.0 14.1 11.2 7.1 14.2
Index 100 109 100 103 128
Unwgt 780 79 202 143 196
(000s) 638 45 200 118 176
Vert% 2.0 1.1 5.5 5.3 4.9
Months [Boating-Rowing]
Horz% 100.0 7.1 31.3 18.5 27.6
Index 100 55 279 267 250
Unwgt 741 109 159 81 183
(000s) 628 86 153 68 167
Vert% 1.9 2.1 4.2 3.0 4.7
Months [Boating-Sailing]
Horz% 100.0 13.7 24.4 10.8 26.6
Index 100 106 217 157 241
Unwgt 300 35 118 51 109
(000s) 239 23* 128 44 119
Vert% 0.7 0.5 3.5 2.0 3.3
Months [Boating-Wind Surfing]
Horz% 100.0 9.6 53.6 18.4 49.8
Index 100 74 476 266 451
Unwgt 11,604 1,478 776 800 1,060
(000s) 9,918 1,289 607 728 866
Vert% 30.6 30.8 16.6 32.5 24.2
Months [Movies-Attended]
Horz% 100.0 13.0 6.1 7.3 8.7
Index 100 101 54 106 79
Unwgt 3,510 490 415 513 495
Months [Casinos-Personally
Visited]
(000s) 2,944 421 340 467 357
Months [Casinos-Personally Vert% 9.1 10.1 9.3 20.8 10.0
Visited]
Horz% 100.0 14.3 11.5 15.9 12.1
Index 100 111 103 229 110
All Respondents
Medium/Heavy
Medium/Heavy Medium/Heavy Medium/Heavy
Chewing Gum-#
Popcorn-# Chocolate/Candy Potato Chips-#
Variable Totals Packages
Packages/Bowls Bars-# Bars Packages Ate/Past
Chewed/Past 7
Ate/Past 30 Days Eaten/Past 7 Days 30 Days
Days
Unwgt 36,778 4,626 3,996 2,489 3,865
(000s) 32,418 4,189 3,646 2,242 3,578
Totals Vert% 100.0 100.0 100.0 100.0 100.0
Horz% 100.0 12.9 11.2 6.9 11.0
Index 100 100 100 100 100
Unwgt 11,472 1,408 1,290 841 1,304
(000s) 10,417 1,260 1,158 768 1,209
Magazine Quintiles-Print-All
Vert% 32.1 30.1 31.8 34.3 33.8
14+-Total [Light]
Horz% 100.0 12.1 11.1 7.4 11.6
Index 100 94 99 107 105
Unwgt 6,189 750 645 362 617
(000s) 5,463 722 587 324 571
Vert% 16.9 17.2 16.1 14.5 16.0
14+-Total [Medium Light]
Horz% 100.0 13.2 10.7 5.9 10.5
Index 100 102 96 86 95
Unwgt 6,418 873 719 420 630
(000s) 5,482 772 662 353 574
Vert% 16.9 18.4 18.2 15.7 16.0
14+-Total [Medium]
Horz% 100.0 14.1 12.1 6.4 10.5
Index 100 109 107 93 95
Unwgt 6,589 793 696 441 597
(000s) 5,592 689 626 396 525
Vert% 17.2 16.4 17.2 17.7 14.7
14+-Total [Medium Heavy]
Horz% 100.0 12.3 11.2 7.1 9.4
Index 100 95 100 102 85
Unwgt 6,110 802 646 425 717
(000s) 5,464 746 613 400 700
Vert% 16.9 17.8 16.8 17.8 19.6
14+-Total [Heavy]
Horz% 100.0 13.7 11.2 7.3 12.8
Index 100 106 100 106 116
Unwgt 17,774 2,102 1,845 1,070 1,730
(000s) 14,863 1,761 1,560 892 1,521
Magazine Quintiles-Digital-All
Vert% 45.8 42.0 42.8 39.8 42.5
14+-Total [Light]
Horz% 100.0 11.8 10.5 6.0 10.2
Index 100 92 93 87 93
Unwgt 4,756 584 532 306 485
(000s) 4,201 497 496 272 414
Vert% 13.0 11.9 13.6 12.1 11.6
Horz% 100.0 11.8 11.8 6.5 9.9
Index 100 92 105 94 89
Unwgt 4,911 681 516 314 517
(000s) 4,421 651 495 283 521
Vert% 13.6 15.5 13.6 12.6 14.6
14+-Total [Medium]
Horz% 100.0 14.7 11.2 6.4 11.8
Index 100 114 100 93 107
Unwgt 4,432 592 537 345 513
(000s) 4,109 607 505 339 517
Vert% 12.7 14.5 13.9 15.1 14.4
Horz% 100.0 14.8 12.3 8.3 12.6
Index 100 114 109 119 114
Unwgt 4,905 667 566 454 620
(000s) 4,825 674 590 456 606
Vert% 14.9 16.1 16.2 20.3 16.9
14+-Total [Heavy]
Horz% 100.0 14.0 12.2 9.5 12.6
Index 100 108 109 137 114
Unwgt 22,980 3,004 2,477 1,462 2,429
(000s) 21,119 2,794 2,313 1,368 2,314
Newspaper Quintiles-Print-All
Vert% 65.1 66.7 63.4 61.0 64.7
14+-Total [Light]
Horz% 100.0 13.2 11.0 6.5 11.0
Index 100 102 97 94 99
Unwgt 3,657 440 432 270 373
(000s) 3,055 377 383 221 326
Vert% 9.4 9.0 10.5 9.9 9.1
Horz% 100.0 12.3 12.5 7.2 10.7
Index 100 96 111 105 97
Unwgt 3,229 382 358 276 340
(000s) 2,610 313 303 228 290
Vert% 8.1 7.5 8.3 10.2 8.1
14+-Total [Medium]
Horz% 100.0 12.0 11.6 8.7 11.1
Index 100 93 103 126 101
Unwgt 3,099 374 354 252 361
(000s) 2,693 353 335 234 355
Vert% 8.3 8.4 9.2 10.4 9.9
Horz% 100.0 13.1 12.4 8.7 13.2
Index 100 101 111 126 119
Unwgt 3,813 426 375 229 362
(000s) 2,941 352 313 192 293
Vert% 9.1 8.4 8.6 8.6 8.2
14+-Total [Heavy]
Horz% 100.0 12.0 10.6 6.5 10.0
Index 100 93 95 94 90
Unwgt 12,330 1,536 1,313 727 1,171
(000s) 11,430 1,489 1,208 680 1,153
Newspaper Quintiles-Digital-All
Vert% 35.3 35.5 33.1 30.3 32.2
14+-Total [Light]
Horz% 100.0 13.0 10.6 5.9 10.1
Index 100 101 94 86 91
Unwgt 6,140 831 652 418 680
(000s) 5,420 751 580 371 627
Vert% 16.7 17.9 15.9 16.5 17.5
Horz% 100.0 13.9 10.7 6.8 11.6
Index 100 107 95 99 105
Unwgt 5,914 761 680 487 597
(000s) 5,038 673 604 422 538
Vert% 15.5 16.1 16.6 18.8 15.0
14+-Total [Medium]
Horz% 100.0 13.4 12.0 8.4 10.7
Index 100 103 107 121 97
Unwgt 6,458 799 715 419 759
(000s) 5,397 661 675 358 651
Vert% 16.6 15.8 18.5 16.0 18.2
Horz% 100.0 12.2 12.5 6.6 12.1
Index 100 95 111 96 109
Unwgt 5,936 699 636 438 658
(000s) 5,134 615 579 412 609
Vert% 15.8 14.7 15.9 18.4 17.0
14+-Total [Heavy]
Horz% 100.0 12.0 11.3 8.0 11.9
Index 100 93 100 116 107
Unwgt 11,951 1,335 1,265 636 1,100
(000s) 10,532 1,222 1,179 606 1,041
Internet Terciles-Total [Light] Vert% 32.5 29.2 32.3 27.0 29.1
Horz% 100.0 11.6 11.2 5.8 9.9
Index 100 90 100 83 90
Unwgt 12,466 1,522 1,285 904 1,297
(000s) 10,754 1,308 1,137 821 1,146
Internet Terciles-Total
Vert% 33.2 31.2 31.2 36.6 32.0
[Medium]
Horz% 100.0 12.2 10.6 7.6 10.7
Index 100 94 94 110 97
Unwgt 12,361 1,769 1,446 949 1,468
(000s) 11,132 1,659 1,330 816 1,391
Internet Terciles-Total [Heavy] Vert% 34.3 39.6 36.5 36.4 38.9
Horz% 100.0 14.9 11.9 7.3 12.5
Index 100 115 106 106 113
Unwgt 14,110 1,471 1,518 756 1,347
(000s) 12,184 1,314 1,372 681 1,202
Internet via Mobile Usage
Vert% 37.6 31.4 37.6 30.4 33.6
Groups-Total [Light]
Horz% 100.0 10.8 11.3 5.6 9.9
Index 100 83 100 81 89
Unwgt 10,081 1,265 1,050 665 1,054
(000s) 9,024 1,183 981 581 1,003
Vert% 27.8 28.2 26.9 25.9 28.0
Groups-Total [Medium]
Horz% 100.0 13.1 10.9 6.4 11.1
Index 100 101 97 93 101
Unwgt 12,587 1,890 1,428 1,068 1,464
(000s) 11,210 1,693 1,293 980 1,374
Vert% 34.6 40.4 35.5 43.7 38.4
Groups-Total [Heavy]
Horz% 100.0 15.1 11.5 8.7 12.3
Index 100 117 103 126 111
Unwgt 14,893 1,858 1,553 1,112 1,581
(000s) 13,330 1,742 1,436 1,035 1,496
Television Terciles-Total [Light] Vert% 41.1 41.6 39.4 46.2 41.8
Horz% 100.0 13.1 10.8 7.8 11.2
Index 100 101 96 112 102
Unwgt 13,097 1,717 1,439 883 1,326
(000s) 11,419 1,511 1,356 759 1,188
Television Terciles-Total
Vert% 35.2 36.1 37.2 33.9 33.2
[Medium]
Horz% 100.0 13.2 11.9 6.6 10.4
Index 100 102 106 96 94
Unwgt 8,788 1,051 1,004 494 958
[Heavy]
(000s) 7,670 936 854 448 895
Vert% 23.7 22.3 23.4 20.0 25.0
[Heavy]
Horz% 100.0 12.2 11.1 5.8 11.7
Index 100 94 99 84 106
Unwgt 12,973 1,668 1,364 850 1,349
(000s) 11,900 1,570 1,317 799 1,315
Radio Terciles-Total [Light] Vert% 36.7 37.5 36.1 35.6 36.8
Horz% 100.0 13.2 11.1 6.7 11.1
Index 100 102 98 97 100
Unwgt 11,759 1,451 1,287 733 1,175
(000s) 10,301 1,293 1,166 691 1,046
Radio Terciles-Total [Medium] Vert% 31.8 30.9 32.0 30.8 29.2
Horz% 100.0 12.6 11.3 6.7 10.2
Index 100 97 101 97 92
Unwgt 12,046 1,507 1,345 906 1,341
(000s) 10,217 1,326 1,163 752 1,217
Radio Terciles-Total [Heavy] Vert% 31.5 31.7 31.9 33.5 34.0
Horz% 100.0 13.0 11.4 7.4 11.9
Index 100 100 101 106 108
Unwgt 8,623 1,117 937 622 941
(000s) 7,201 1,006 860 519 837
Magazines-When Last
Read/Looked Through Vert% 22.2 24.0 23.6 23.1 23.4
Magazine-Any [Yesterday]
Horz% 100.0 14.0 11.9 7.2 11.6
Index 100 108 106 104 105
Unwgt 18,782 2,409 2,056 1,303 1,976
(000s) 16,164 2,136 1,918 1,182 1,793
Magazines-When Last
Magazine-Any [Past Week]
Horz% 100.0 13.2 11.9 7.3 11.1
Index 100 102 106 106 101
Unwgt 25,634 3,229 2,750 1,750 2,680
(000s) 22,143 2,888 2,514 1,583 2,467
Magazines-When Last
Magazine-Any [Past Month]
Horz% 100.0 13.0 11.4 7.1 11.1
Index 100 101 101 103 101
Unwgt 28,018 3,535 3,015 1,887 2,908
(000s) 24,338 3,199 2,741 1,702 2,682
Magazines-When Last
Magazine-Any [Past 2 Mos]
Horz% 100.0 13.1 11.3 7.0 11.0
Index 100 102 100 101 100
Unwgt 29,679 3,745 3,194 2,009 3,087
(000s) 25,876 3,408 2,924 1,825 2,876
Magazines-When Last
Magazine-Any [Past 3 Mos]
Horz% 100.0 13.2 11.3 7.1 11.1
Index 100 102 100 102 101
Unwgt 16,134 1,959 1,733 964 1,667
(000s) 14,486 1,745 1,550 888 1,570
Magazines-When Last
Magazine-Any [Longer Ago]
Horz% 100.0 12.0 10.7 6.1 10.8
Index 100 93 95 89 98
Unwgt 3,791 434 399 275 368
Magazines-When Last
Read/Looked Through
Magazine-Any [Never]
(000s) 3,002 371 305 203 301
Magazines-When Last
Magazine-Any [Never]
Horz% 100.0 12.4 10.2 6.8 10.0
Index 100 96 90 98 91
Unwgt - - - - -
(000s) -# -# -# -# -#
Magazines-When Last
Read/Looked Through Vert% - - - - -
Magazine-Any [Not Stated]
Horz% - - - - -
Index - - - - -
Unwgt 16,489 2,028 1,760 1,029 1,743
(000s) 13,425 1,697 1,529 901 1,522
Newspapers-When Last
Read/Looked Through Any-Any Vert% 41.4 40.5 41.9 40.2 42.5
[Yesterday]
Horz% 100.0 12.6 11.4 6.7 11.3
Index 100 98 101 97 103
Unwgt 25,390 3,133 2,779 1,704 2,650
(000s) 21,364 2,684 2,478 1,493 2,368
[Past Week]
Horz% 100.0 12.6 11.6 7.0 11.1
Index 100 97 103 101 100
Unwgt 29,177 3,611 3,179 1,985 3,064
(000s) 25,022 3,179 2,881 1,766 2,801
[Past Month]
Horz% 100.0 12.7 11.5 7.1 11.2
Index 100 98 102 102 101
Unwgt 13,863 1,763 1,511 931 1,453
(000s) 12,533 1,650 1,385 841 1,375
[Longer Ago]
Horz% 100.0 13.2 11.1 6.7 11.0
Index 100 102 98 97 99
Unwgt 9,897 1,242 1,059 618 1,001
(000s) 8,930 1,136 944 548 919
[Never]
Horz% 100.0 12.7 10.6 6.1 10.3
Index 100 98 94 89 93
Unwgt - - - - -
(000s) -# -# -# -# -#
Read/Looked Through Any-Any Vert% - - - - -
[Not Stated]
Horz% - - - - -
Index - - - - -
Unwgt 31,678 4,007 3,428 2,053 3,333
(000s) 27,755 3,562 3,127 1,860 3,076
When Last Watched TV, Any
Screen or Any Device Vert% 85.6 85.0 85.8 83.0 86.0
[Yesterday]
Horz% 100.0 12.8 11.3 6.7 11.1
Index 100 99 100 97 100
Unwgt 34,130 4,316 3,701 2,247 3,586
(000s) 30,021 3,894 3,371 2,030 3,315
Screen or Any Device [Past Vert% 92.6 93.0 92.5 90.5 92.6
Week]
Horz% 100.0 13.0 11.2 6.8 11.0
Index 100 100 100 98 100
Unwgt 34,885 4,391 3,786 2,325 3,662

Screen or Any Device [Past
Month]
(000s) 30,763 3,978 3,465 2,096 3,375
Screen or Any Device [Past Vert% 94.9 95.0 95.0 93.5 94.3
Month]
Horz% 100.0 12.9 11.3 6.8 11.0
Index 100 100 100 99 99
Unwgt 553 81 48 58 75
(000s) 509 74 37 52 95
Screen or Any Device [Longer Vert% 1.6 1.8 1.0 2.3 2.7
Ago]
Horz% 100.0 14.5 7.3 10.2 18.7
Index 100 113 65 148 169
Unwgt 2 - - - -
(000s) 3# -# -# -# -#
Screen or Any Device [Not Vert% 0.0 - - - -
Stated]
Horz% 100.0 - - - -
Index 100 - - - -
Unwgt 23,565 2,883 2,468 1,530 2,422
(000s) 19,963 2,547 2,131 1,349 2,142
Radio/Audio-When Last
Vert% 61.6 60.8 58.4 60.2 59.9
Listened to [Yesterday]
Horz% 100.0 12.8 10.7 6.8 10.7
Index 100 99 95 98 97
Unwgt 29,586 3,630 3,206 2,012 3,053
(000s) 25,440 3,220 2,848 1,763 2,709
Vert% 78.5 76.9 78.1 78.6 75.7
Listened to [Past Week]
Horz% 100.0 12.7 11.2 6.9 10.6
Index 100 98 100 100 96
Unwgt 32,238 4,016 3,505 2,173 3,361
(000s) 28,068 3,642 3,157 1,927 3,067
Vert% 86.6 86.9 86.6 86.0 85.7
Listened to [Past Month]
Horz% 100.0 13.0 11.2 6.9 10.9
Index 100 100 100 99 99
Unwgt 4,540 610 491 316 504
(000s) 4,350 547 490 315 512
Vert% 13.4 13.1 13.4 14.0 14.3
Listened to [Longer Ago]
Horz% 100.0 12.6 11.3 7.2 11.8
Index 100 97 100 105 107
Unwgt - - - - -
(000s) -# -# -# -# -#
Vert% - - - - -
Listened to [Not Stated]
Horz% - - - - -
Index - - - - -
Unwgt 30,210 4,000 3,273 2,152 3,239
(000s) 26,712 3,658 3,002 1,926 3,030
Internet/Social Media-When
Last Accessed-From Mobile Vert% 82.4 87.3 82.3 85.9 84.7
Device [Yesterday]
Horz% 100.0 13.7 11.2 7.2 11.3
Index 100 106 100 104 103
Unwgt 32,148 4,214 3,494 2,275 3,420
(000s) 28,480 3,825 3,201 2,053 3,197
Device [Past Week]
Horz% 100.0 13.4 11.2 7.2 11.2
Index 100 104 100 104 102
Unwgt 33,153 4,319 3,579 2,343 3,539
Last Accessed-From Mobile
Device [Past Month]
(000s) 29,248 3,916 3,261 2,114 3,291
Device [Past Month]
Horz% 100.0 13.4 11.1 7.2 11.3
Index 100 104 99 105 102
Unwgt 870 87 102 36 110
(000s) 785 92 103 32* 97
Device [Longer Ago]
Horz% 100.0 11.7 13.1 4.1 12.4
Index 100 91 117 59 112
Unwgt 2,753 220 315 110 216
(000s) 2,382 181 282 97 190
Device [Never]
Horz% 100.0 7.6 11.8 4.1 8.0
Index 100 59 105 59 72
Unwgt 2 - - - -
(000s) 3# -# -# -# -#
Last Accessed-From Mobile Vert% 0.0 - - - -
Device [Not Stated]
Horz% 100.0 - - - -
Index 100 - - - -
Unwgt 27,384 3,610 3,049 1,977 2,897
(000s) 24,256 3,289 2,751 1,776 2,712
Last Accessed-Social Media Vert% 74.8 78.5 75.5 79.2 75.8
[Yesterday]
Horz% 100.0 13.6 11.3 7.3 11.2
Index 100 105 101 106 101
Unwgt 30,391 3,929 3,350 2,181 3,184
(000s) 26,880 3,573 3,042 1,956 2,968
[Past Week]
Horz% 100.0 13.3 11.3 7.3 11.0
Index 100 103 101 105 100
Unwgt 32,514 4,175 3,568 2,316 3,404
(000s) 28,624 3,791 3,242 2,079 3,170
[Past Month]
Horz% 100.0 13.2 11.3 7.3 11.1
Index 100 102 101 105 100
Unwgt 950 107 85 47 111
(000s) 806 87 80 51 98
[Longer Ago]
Horz% 100.0 10.8 9.9 6.3 12.2
Index 100 84 88 91 110
Unwgt 3,312 344 343 126 350
(000s) 2,985 311 325 112 310
[Never]
Horz% 100.0 10.4 10.9 3.8 10.4
Index 100 81 97 54 94
Unwgt 2 - - - -
(000s) 3# -# -# -# -#
Last Accessed-Social Media Vert% 0.0 - - - -
[Not Stated]
Horz% 100.0 - - - -
Index 100 - - - -
* Proj relatively unstable due to small base-use with caution.
# Proj too small for reliability-shown for consistency only.
Source: Vividata Fall 2021 SCC

Weighted by: Population
Vividata All Rights Reserved
Sunday, January 7, 2024 / 6:09 PM

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All Respondents

Medium/Heavy Medium/Heavy Medium/Heavy Medium/Heavy

All Respondents - 14+ 14+ 31,072.2

Millennials (born 1982-2001) 9,737.7

Age - Generation GenXers (born 1965-1981) 8,581.9

Baby Boomers (born 1945-1965) 10,138.1

Geo - Region Ontario 12,058.5

British Columbia 4,143.9

Newfoundland and Labrador 447.2

Prince Edward Island 116.8

Nova Scotia 811.3

New Brunswick 695.3

British Columbia 4,143.9

Under $25,000 3,933.4

$50,000 - $75,000 6,066.1

$75,000 or Over 14,440.6

$100,000 or Over 9,810.2

$150,000 - $199,999 2,040.3

$200,000 Or Over 1,622.5

Married/Living Together 18,251.6

Not Stated 0.0

Couple With Children Living at Home 13,189.9

Couple - No Children Living At Home 6,557.6

Adult With Children Living At Home 2,401.6

HH Status - HH Structure Adult Living Alone 3,889.8

Adult Sharing Accommodation 2,843.0

Empty Nesters 4,698.6

No Certificate Or Diploma 3,964.5

Secondary/High School Graduate 5,836.8

Trade Certificate/Diploma 3,614.5

Bachelor's Degree 5,725.8

Post Graduate+ Degree 4,195.9

Senior Managers/Owners 1,371.4

Other Managers 4,269.5

Technical/Sales/Teaching/Other White Collar 3,044.5

Skilled or Unskilled or Primary 4,498.1

General Mills - Honey General Mills - Multi-

% Count % Count % Count % Count

% Count % Count % Count % Count % Count

% Count % Count % Count % Count % Count

When Last Watched TV, Any

Source: Vividata Fall 2021 SCC

Sunday, January 7, 2024 / 6:09 PM

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