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Readers Profile
Scarborough Research |
Study: San Diego, CA 2005 Release 1 |
| PRIME NExT -- Crosstab Report |
Release: Total (Feb 2004 - Jan 2005) |
| Union Tribune |
|
| Base: Total Adults |
DEMOGRAPHIC PROFILE |
| Projected: 2,234,498 Respondents: 2,659 |
Total |
Daily |
Sunday |
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San Diego |
Union-Tribune |
Union-Tribune |
Enlace |
| |
Adults |
Readers |
Readers |
Readers |
| Total |
100% |
100% |
100% |
100.0% |
| Male |
49.9% |
53.8% |
49.6% |
65.5% |
| Female |
50.1% |
46.2% |
50.4% |
34.5% |
| 18 - 24 |
14.3% |
8.6% |
9.1% |
22.4% |
| 25 - 34 |
19.9% |
12.9% |
15.4% |
31.3% |
| 35 - 44 |
20.8% |
17.4% |
19.8% |
10.8% |
| 45 - 54 |
18.2% |
22.3% |
21.7% |
5.5% |
| 55 - 64 |
11.7% |
15.3% |
14.5% |
23.1% |
| 65 + |
15.1% |
23.7% |
19.5% |
6.9% |
| Median Age |
42 yrs |
48 yrs |
47 yrs |
32 yrs |
| Less than High School Grad |
10.0% |
5.3% |
5.3% |
38.1% |
| High School Graduate |
28.4% |
23.6% |
24.3% |
52.5% |
| Some College (1-3 years) |
33.9% |
35.7% |
35.6% |
5.4% |
| College Graduate (4 Year College) |
14.8% |
17.7% |
17.7% |
3.3% |
| Any Post Graduate Work |
13.0% |
17.7% |
17.1% |
0.8% |
| Median Education |
14.4 yrs |
15.4 yrs |
15.3 yrs |
12.2 yrs |
| Less $19,999 |
7.3% |
3.1% |
4.3% |
18.3% |
| $20,000 - $29,999 |
10.8% |
8.2% |
8.7% |
9.2% |
| $30,000 - $49,999 |
28.5% |
24.7% |
27.4% |
64.9% |
| $50,000 - $74,999 |
20.0% |
22.0% |
19.8% |
4.2% |
| $75,000 - $99,999 |
15.5% |
19.1% |
18.4% |
0.0% |
| $100,000 or More |
17.9% |
22.8% |
21.4% |
3.3% |
| Median HH Income |
$54,318 |
$65,857 |
$62,162 |
$36,915 |
| Own |
56.8% |
69.1% |
65.6% |
48.0% |
| Rent |
38.8% |
26.6% |
31.1% |
50.7% |
| Other |
4.5% |
4.2% |
3.3% |
1.4% |
| Married |
55.9% |
60.3% |
58.9% |
60.4% |
| Single |
28.8% |
23.0% |
24.6% |
31.4% |
| Widowed/Separated/Divorced |
15.3% |
16.6% |
16.5% |
8.2% |
| Children in HH: No |
59.7% |
68.2% |
62.2% |
27.6% |
| Children in HH: Yes |
40.3% |
31.8% |
37.8% |
72.4% |
| Caucasian |
59.7% |
71.0% |
69.1% |
5.3% |
| African-American |
5.7% |
4.4% |
5.7% |
6.9% |
| Asian |
5.2% |
4.7% |
4.5% |
0.0% |
| Other |
4.7% |
3.4% |
4.3% |
0.0% |
| Hispanic |
24.8% |
16.6% |
16.4% |
87.8% |
Source: February 2004 - January 2005 San Diego Scarborough Report
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