• Report Definitions and Methodology
• National Overview: Demographics, Attitudes, and Behaviors
  • Demographic Overview
  • Television Dominates Entertainment, Information
  • Shoppers Stray From Specialty Stores, Driven by Price
  • Internet’s Strongest Influence on Shopping Behaviors
  • Interest in Healthy Living, Eating Strong Nationwide

Chapter 3: Northeast

• Adult Demographics, Attitudes, and Behaviors
  • A Populous and Affluent Region
  • Left-Leaning Social Attitudes
  • Making Money, Spending Money
  • Advertising, Media and the Internet
  • Strong Focus on Health in Food, Medicine, and Fitness
  • Table: Household Demographic Overview: Northeast Region, 2005 (U.S. households)
  • Table: Population Demographic Overview: Northeast Region, 2005 (U.S. adults)
  • Table: Overview of Political and Religious Perspectives and of Organizational Affiliations: Northeast Region, 2005 (U.S. adults)
  • Table: Overview of Family Life, Social Life, and Work Life Perspectives: Northeast Region, 2005 (U.S. adults)
  • Table: Shopping Attitudes and Behaviors: Northeast Region, 2005 (U.S. adults)
  • Table: Financial Attitudes and Behaviors: Northeast Region, 2005 (U.S. adults)
  • Table: Automobile-Related Attitudes and Behaviors: Northeast Region, 2005 (U.S. adults)
  • Table: Media- and Technology-Related Attitudes and Behaviors: Northeast Region, 2005 (U.S. adults)
  • Table: Internet-Related Attitudes and Behaviors: Northeast Region, 2005 (U.S. adults)
  • Table: Apparel-Related Attitudes and Behaviors: Northeast Region, 2005 (U.S. adults)
  • Table: Food-Related Attitudes and Behaviors: Northeast Region, 2005 (U.S. adults)
  • Table: Medical Attitudes and Behaviors: Northeast Region, 2005 (U.S. adults)
  • Table: Participation in Fitness and Sports Activities: Northeast Region, 2005 (U.S. adults)
  
  
• Kids’ and Teens’ Demographics, Attitudes, and Behaviors
  • Kids’ and Teens’ Demographics
  • More Trendy, Less Judgmental?
  • Strong Media Involvement Among Teens
  • Food, Health and Fitness
  • Table: Overview of Kids’ Demographics: Northeast Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teens’ Demographics: Northeast Region, 2005 (U.S. kids age 12-17)
  • Table: Overview of Kids’ Attitudes and Behaviors: Northeast Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teen Attitudes and Behaviors: Northeast Region, 2005 (U.S. kids age 12-17)

Chapter 4: East Central

• Adult Demographics, Attitudes, and Behaviors
  • Smaller, Less Affluent Households
  • Low Educational Attainment and Few Professonal Jobs
  • A Clearly Conservative Region
  • Wealth and Money Less Important Social Forces
  • Loyal and Conservative Consumers
  • Trailing in Media and Internet Trends
  • Below Average in Health Living
  • Table: Household Demographic Overview: East Central Region, 2005 (U.S. households)
  • Table: Population Demographic Overview: East Central Region, 2005 (U.S. adults)
  • Table: Overview of Political and Religious Perspectives and of Organizational Affiliations: East Central Region, 2005 (U.S. adults)
  • Table: Overview of Family Life, Social Life, and Work Life Perspectives: East Central Region, 2005 (U.S. adults)
  • Table: Shopping Attitudes and Behaviors: East Central Region, 2005 (U.S. adults)
  • Table: Financial Attitudes and Behaviors: East Central Region, 2005 (U.S. adults)
  • Table: Automobile-Related Attitudes and Behaviors: East Central Region, 2005 (U.S. adults)
  • Table: Media- and Technology-Related Attitudes and Behaviors: East Central Region, 2005 (U.S. adults)
  • Table: Internet-Related Attitudes and Behaviors: East Central Region, 2005 (U.S. adults)
  • Table: Apparel-Related Attitudes and Behaviors: East Central Region, 2005 (U.S. adults)
  • Table: Food-Related Attitudes and Behaviors: East Central Region, 2005 (U.S. adults)
  • Table: Medical Attitudes and Behaviors: East Central Region, 2005 (U.S. adults)
  • Table: Participation in Fitness and Sports Activities: East Central Region, 2005 (U.S. adults)
  
  
• Kids’ and Teens’ Demographics, Attitudes, and Behaviors
  • Kids’ and Teens’ Demographics
  • East Central Kids Less Media-Savvy
  • Teens Resist Advertising, Respond to Peer Groups
  • Teens Above Average in Music Awareness, Internet Use
  • Teen Financial Attitudes Mirror Parents
  • Sports and Recreation Participation Below Average
  • Table: Overview of Kids’ Demographics: East Central Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teens’ Demographics: East Central Region, 2005 (U.S. kids age 12-17)
  • Table: Overview of Kids’ Attitudes and Behaviors: East Central Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teen Attitudes and Behaviors: East Central Region, 2005 (U.S. kids age 12-17)

Chapter 5: West Central

• Adult Demographics, Attitudes, and Behaviors
  • White, Middle-Class Stronghold
  • Political, Social Attitudes Skew “Middle of the Road”
  • Shopping Habits Driven by Price, Comfort, Function—Not Fashion
  • Internet Has Below-Average Impact on Media, Leisure, Work
  • Unhealthy Habits More Prevalent
  • Table: Household Demographic Overview: West Central Region, 2005 (U.S. households)
  • Table: Population Demographic Overview: West Central Region, 2005 (U.S. adults)
  • Table: Overview of Political and Religious Perspectives and of Organizational Affiliations: West Central Region, 2005 (U.S. adults)
  • Table: Overview of Family Life, Social Life, and Work Life Perspectives: West Central Region, 2005 (U.S. adults)
  • Table: Shopping Attitudes and Behaviors: West Central Region, 2005 (U.S. adults)
  • Table: Financial Attitudes and Behaviors: West Central Region, 2005 (U.S. adults)
  • Table: Automobile-Related Attitudes and Behaviors: West Central Region, 2005 (U.S. adults)
  • Table: Media- and Technology-Related Attitudes and Behaviors: West Central Region, 2005 (U.S. adults)
  • Table: Internet-Related Attitudes and Behaviors: West Central Region, 2005 (U.S. adults)
  • Table: Apparel-Related Attitudes and Behaviors: West Central Region, 2005 (U.S. adults)
  • Table: Food-Related Attitudes and Behaviors: West Central Region, 2005 (U.S. adults)
  • Table: Medical Attitudes and Behaviors: West Central Region, 2005 (U.S. adults)
  • Table: Participation in Fitness and Sports Activities: West Central Region, 2005 (U.S. adults)
  
  
• Kids’ and Teens’ Demographics, Attitudes, and Behaviors
  • Kids’ and Teens’ Demographics
  • Kids Share Media Aversion, Favor Peer Groups
  • Teens More Influenced by Internet
  • Health Awareness Strong Among Teens
  • Table: Overview of Kids’ Demographics: West Central Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teens’ Demographics: West Central Region, 2005 (U.S. kids age 12-17)
  • Table: Overview of Kids’ Attitudes and Behaviors: West Central Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teen Attitudes and Behaviors: West Central Region, 2005 (U.S. kids age 12-17)
  
  Chapter 6: Southeast
  
  • Adult Demographics, Attitudes, and Behaviors
    • Lower Incomes, Older Population
    • Retiree and Mobile Home Capital of the Nation
    • Ultraconservative and Evangelical
    • Close to National Averages in Family, Social, and Work Attitudes
    • Shoppers Focused on Price, But a Soft Spot for Children
    • TV More Dominant in Information, Advertising Influence
    • Focused on Health, But Favoring Fast Food
    • Table: Household Demographic Overview: Southeast Region, 2005 (U.S. households)
    • Table: Population Demographic Overview: Southeast Region, 2005 (U.S. adults)
    • Table: Overview of Political and Religious Perspectives and of Organizational Affiliations: Southeast Region, 2005 (U.S. adults)
    • Table: Overview of Family Life, Social Life, and Work Life Perspectives: Southeast Region, 2005 (U.S. adults)
    • Table: Shopping Attitudes and Behaviors: Southeast Region, 2005 (U.S. adults)
    • Table: Financial Attitudes and Behaviors: Southeast Region, 2005 (U.S. adults)
    • Table: Automobile-Related Attitudes and Behaviors: Southeast Region, 2005 (U.S. adults)
    • Table: Media- and Technology-Related Attitudes and Behaviors: Southeast Region, 2005 (U.S. adults)
    • Table: Internet-Related Attitudes and Behaviors: Southeast Region, 2005 (U.S. adults)
    • Table: Apparel-Related Attitudes and Behaviors: Southeast Region, 2005 (U.S. adults)
    • Table: Food-Related Attitudes and Behaviors: Southeast Region, 2005 (U.S. adults)
    • Table: Medical Attitudes and Behaviors: Southeast Region, 2005 (U.S. adults)
    • Table: Participation in Fitness and Sports Activities: Southeast Region, 2005 (U.S. adults)
    
    
  • Kids’ and Teens’ Demographics, Attitudes, and Behaviors
    • Densest Population of Black Kids and Teens
    • Media Exerts Stronger Pull on Young Consumers
    • Kids More Tech and Fashion-Savvy Than Parents
    • Eating Patterns Follow Parents’, But Physical Activity Skews High
    • Table: Overview of Kids’ Demographics: Southeast Region, 2005 (U.S. kids age 6-11)
    • Table: Overview of Teens’ Demographics: Southeast Region, 2005 (U.S. kids age 12-17)
    • Table: Overview of Kids’ Attitudes and Behaviors: Southeast Region, 2005 (U.S. kids age 6-11)
    • Table: Overview of Teen Attitudes and Behaviors: Southeast Region, 2005 (U.S. kids age 12-17)

Chapter 7: Southwest

• Adult Demographics, Attitudes, and Behaviors
  • Households Inflated by Regional “Baby Boom”
  • Educational Attainment Low, But Set to Improve
  • Democrats in Name, Conservatives in Practice?
  • Family, Friends Important in Shopping and Other Activities
  • Tendency Towards Impulse, Uninformed Spending
  • Media Involvement Skews High, But Internet a Minor Influence
  • Healthy Living Curtailed by Busy Lifestyle
  • Table: Household Demographic Overview: Southwest Region, 2005 (U.S. households)
  • Table: Population Demographic Overview: Southwest Region, 2005 (U.S. adults)
  • Table: Overview of Political and Religious Perspectives and of Organizational Affiliations: Southwest Region, 2005 (U.S. adults)
  • Table: Overview of Family Life, Social Life, and Work Life Perspectives: Southwest Region, 2005 (U.S. adults)
  • Table: Shopping Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
  • Table: Financial Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
  • Table: Automobile-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
  • Table: Media- and Technology-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
  • Table: Internet-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
  • Table: Apparel-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
  • Table: Food-Related Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
  • Table: Medical Attitudes and Behaviors: Southwest Region, 2005 (U.S. adults)
  • Table: Participation in Fitness and Sports Activities: Southwest Region, 2005 (U.S. adults)
  
  
• Kids’ and Teens’ Demographics, Attitudes, and Behaviors
  • Heavy Skew to Younger Kids, Hispanic Population
  • TV a Massive Influence on Region’s Youth
  • Teens More Technology-Obsessed, But Lagging in Internet
  • Spending Habits More Controlled Than Parents
  • Table: Overview of Kids’ Demographics: Southwest Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teens’ Demographics: Southwest Region, 2005 (U.S. kids age 12-17)
  • Table: Overview of Kids’ Attitudes and Behaviors: Southwest Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teen Attitudes and Behaviors: Southwest Region, 2005 (U.S. kids age 12-17)

Chapter 8: Pacific

• Adult Demographics, Attitudes, and Behaviors
  • Younger, Larger, Wealthier Families
  • Education Skews High at Top and Bottom of Scale
  • Large Employment Spikes In Diverse Industries
  • Strong Skew to Liberal Political and Social Views
  • Style- and Trend-Conscious Shoppers I
  • nternet a Massive Influence Across All Aspects of Life
  • Healthy Living, Healthy Eating
  • Table: Household Demographic Overview: Pacific Region, 2005 (U.S. households)
  • Table: Population Demographic Overview: Pacific Region, 2005 (U.S. adults)
  • Table: Overview of Political and Religious Perspectives and of Organizational Affiliations: Pacific Region, 2005 (U.S. adults)
  • Table: Overview of Family Life, Social Life, and Work Life Perspectives: Pacific Region, 2005 (U.S. adults)
  • Table: Shopping Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
  • Table: Financial Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
  • Table: Automobile-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
  • Table: Media- and Technology-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
  • Table: Internet-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
  • Table: Apparel-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
  • Table: Food-Related Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
  • Table: Medical Attitudes and Behaviors: Pacific Region, 2005 (U.S. adults)
  • Table: Participation in Fitness and Sports Activities: Pacific Region, 2005 (U.S. adults)
  
  
• Kids’ and Teens’ Demographics, Attitudes, and Behaviors
  • Strong Skew to Pre-Teens, Hispanic, and Asian Populations
  • Kids Driven By Fame, Less Fond of TV
  • Teens More Jaded About Media, Shopping
  • Older Kids More Active, Connected to Family
  • Table: Overview of Kids’ Demographics: Pacific Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teens’ Demographics: Pacific Region, 2005 (U.S. kids age 12-17)
  • Table: Overview of Kids’ Attitudes and Behaviors: Pacific Region, 2005 (U.S. kids age 6-11)
  • Table: Overview of Teen Attitudes and Behaviors: Pacific Region, 2005 (U.S. kids age 12-17)

Chapter 9: Looking Ahead

• Fast-Growing Cities Change Flavor of Regions
• Strong Influence From Minority Populations
• Internet and Technology Are Key Factors Younger Generations Forming New Social/Consumer Attitudes