activities - · pdf fileused diet cola/so˚ drinks in past 7 days 22% 186 ... i’d...

Guideposts consumers lead active lives.

Activities

Source: 2017 MRI Doublebase

Base: Adults, Women who in the Past 12 months...* % Comp. Index

Attended Adult Education Classes 6% 126

Attended Music Performances (Country/Rock/Classical/Opera/Other) 17% 139

Baking 26% 154

Board Games 12% 135

Book Clubs 4% 158

Collected Antiques 7% 215

Collected Figurines 4% 307

Crossword Puzzles 15% 221

Dined Out 39% 142

Entertained at Home 28% 139

Go to Live Theater 11% 156

Home Decorating and Furnishing 11% 137

Indoor Gardening and Plants 12% 182

Listen to Music 29% 152

Outdoor Gardening 31% 173

PC Computer Games (play online) 14% 209

Photography 9% 137

Picnic 8% 146

Play Cards 15% 162

Play Musical Instrument 6% 164

Read Books 38% 176

Sudoku Puzzles 10% 195

Walked for Exercise 24% 155

Went Bird Watching 5% 179

Word Games 17% 224

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* In the past 12 months unless otherwise noted.

https://www.guideposts.org/media/

Guideposts audience enjoys a wide array of beverages.

Beverages

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Base: Adults, Women who... % Comp. Index

Used 1+ Quarts Fresh Milk in Past 7 Days 62% 158

Used Non Frozen Orange Juice in an Average Day 34% 165

Used Tomato & Vegetable Juices in an Average Day 16% 217

Used Regular Tea in an Average Day 39% 176

Used Ready to Drink Iced Tea in Past 7 Days 20% 151

Used Ground Co� ee in an Average Day 42% 164

Used Powdered Fruit & So� Drinks in Past 7 Days 18% 175

Used Other Fruit Juices & Drinks in an Average Day 33% 153

Used So� Drinks, Not Diet, in Past 7 Days 23% 146

Used Diet Cola/So� Drinks in Past 7 Days 22% 186

Used Other Regular Carbonated So� Drinks in Past 7 Days 23% 162

Used Bottled Water & Seltzer in Past 7 Days 45% 140

Used Drink Additives & Hot Cocoa in Past 7 Days 22% 195


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Guideposts consumers enjoy “spreading the fun” of food.

Consumer Products

Base: Adults, Women who in the Past 6 Months*... % Comp. Index

Food

Used Table Syrup & Molasses in Past 30 Days 39% 158

Used Honey 34% 158

Used Jams & Jellies in Past 30 Days 44% 169

Used Sugar in Past 30 Days 55% 160

Used Artifi cial Sweeteners in Past 7 Days 22% 207

Used Mustard Jars or Squeeze Bottles in Past 3 Months 51% 172

Used Ketchup/Catsup Bottles/Jars in Past 30 Days 52% 158

Used Seasoning & Spices 57% 160

Used Mayonnaise & Mayo Type Salad Dressing Jars 66% 161

Used Bottled or Packaged Salad Dressings in Past 30 Days 49% 163

Used Salsa or Picante Sauce in Past 30 Days 35% 166

Used American Pasteurized Processed Cheese 56% 173

Used Yogurt 49% 149

Disposable

Used Facial Tissue in Past 30 Days 53% 186

Used Paper Towels in Past 30 Days 63% 158

Used Paper Napkins in Past 30 Days 42% 182

Used Disposable Cups in Past 30 Days 25% 173

Used Disposable Plates in Past 30 Days 36% 158

Used Plastic Garbage Bags & Trash Can Liners in Past 30 Days 61% 156

Used Plastic Sandwich/Food Storage/Freezer Bags in Past 7 Days 51% 153

Used Plastic-Type Kitchen Wrap in Past 7 Days 34% 162

Used Aluminum Foil in Past 7 Days 50% 152

* In the past 6 months unless otherwise noted.Source: 2017 MRI Doublebase


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Guideposts consumers enjoy cooking and baking.

Food

* In the past 12 months unless otherwise noted.

Base: Adults, Women who in the Past 12 months*... % Comp. Index

Baked 27% 154

Heavy Cooking 29% 160

Looked for Recipes Online Past 30 Days 39% 139

Entertained Friends at Home 28% 139

Shopped at Food Stores in Past 6 Months 74% 153

Shopped Warehouse/Club Stores in Past 6 Months 34% 148

Made 2+ Grocery Shopping Trips in Average Week 36% 162

Prepared Food from Scratch in Past 30 Days 43% 171

Food Attitudes/Activities (Agree)

I Try to Eat Healthy and Pay Attention To My Nutrition 73% 166

During a Given Week, I Cook Meals Frequently 65% 160

Dinners in My Home are Usually Planned Ahead of Time 53% 154

Frozen Dinners are a Convenient Alternative For A Meal 38% 165

I Indulge My Cravings For Sweets 52% 153

I Try to Eat a Healthy Breakfast Every Day 60% 169

When I Find a Food I Like, I Typically Recommend It to People I Know 57% 146

I Enjoy Trying Di� erent Types of Food 64% 159



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Guideposts consumers seek out remedies for a healthy life.

OTC Remedies

Base: Adults, Women who… % Comp. Index

Used Non-Prescription Remedy in Past 12 Months

For Any Ailment 35% 168

Bought a Non-Prescription Drug/OTC in Past 12 Months

as a Result of Healthcare Advertising 9% 180

Bought Non-Prescription Drugs/OTC in Past 6 Months At

Discount Store 18% 203

Drug Store 19% 134

Used in the Past 6 Months

Pain Relieving Rubs/Liquids 28% 197

Headache Remedies & Pain Relievers 68% 153

Cold, Sinus & Allergy Remedies 43% 152

Sleeping Aids & Snore Relief 11% 164

Laxatives 19% 192

Heartburn/Indigestion, Gas & Diarrhea Remedies 39% 165

Nasal Sprays 19% 189

Eye Wash & Drops 31% 173

Cough/Sore Throat Drops (Non-Prescription) 41% 150

Cough Syrup/Suppressant (Non-Prescription) 29% 149

Hemorrhoid Remedies 9% 196

Personally Wear Any Prescription Eyeglasses 42% 180

Amount Spent on Eyeglasses in Past 12 Months

$200+ 14% 186


Pets are family members in Guideposts homes.

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Pets & Pet Foods

Base: Adults, Women who… % Comp. Index

Total Adults

Have a Cat or Dog 45% 150

Used Flea & Tick Care Products for Dogs & Cats in Past Year 29% 138

Any Trips to Veterinarian in Past 12 Months 31% 136

Bought Flea Control Products through Veterinarian in Past 12 Months 10% 136

Dogs

Total Number of Dogs: 3,154,000

Have any Dogs 34% 144

Have 2+ Dogs 16% 153

Used in Past 6 Months

Dog Food—Treats/Canned/Packaged Dry 36% 145

Canned/Wet Dog Food 14% 147

Packaged Dry Dog Food 33% 144

Dog Biscuits or Treats 26% 136

Cats

Total Number of Cats: 1,880,000

Have any Cats 21% 160

Have 2+ Cats 10% 158

Used in Past 6 Months

Cat Food—Treats/Canned/Packaged Dry 21% 160

Cat Treats 12% 158

Canned/Wet Cat Food 12% 161

Packaged Dry Cat Food 21% 163

Cat Litter 19% 162


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Guideposts consumers seek medicines to improve their lives.

Prescription Drugs & Healthcare

(CONTINUES, next page)


Have been a Primary Caregiver/Caretaker in the Last 12 Months 12% 245

Have/Had Any Ailments in the Last 12 Months

Allergy/Hay Fever 16% 174

Anxiety/Panic 11% 175

Arthritis/Rheumatoid 9% 281

Arthritis/Osteoarthritis 16% 311

Asthma 8% 234

Backache 24% 200

Chronic/Severe Pain 6% 262

Constipation 9% 197

Depression 13% 228

Diabetes (insulin dependent) 5% 341

Diabetes (non-insulin dependent) 7% 249

Dry Eyes 15% 255

Hair Loss 6% 267

Heart Attack/Heart Disease 4% 327

Heartburn/Acid Refl ux 16% 189

Hearing Loss 6% 388

High Cholesterol 18% 284

Hypertension/High Blood Pressure 23% 271

Insomnia 10% 217

Irritable Bowel Syndrome 5% 239

Obesity/Overweight 14% 256

Osteoporosis 7% 374

Overactive Bladder 6% 422


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Have/Had Any Ailments in the Last 12 Months (continued)

Sinus Congestion/Headache 15% 182

Urinary Tract Infection 5% 135

Wrinkles 10% 218

Obtained Info About an Ailment or Prescription Through

Magazine Advertisement 4% 243

Doctor/Health Care Professional 43% 191

Pamphlets or Brochures 5% 275

Pharmacist 9% 160

Average Out of Pocket Amount Spent Per Month on Prescription Medicine: $100+ 8% 232

Number of Prescriptions Filled for Self in Past 30 Days: 5+ 17% 306

Where Prescription was Filled in the Last 12 Months

Drug Store/Pharmacy 39% 177

Supermarket 7% 165

Mail Order 11% 259

Any Doctor’s Visits in the Last 12 Months 69% 160

Health Attitudes (Agree)

I Go to the Doctor Regularly for Check-ups 69% 167

In General, I Feel I Eat Right 67% 160

I Am Always Looking for New Ways to Live a Healthier Life 67% 162

I’m O� en First to Try the Most Advanced Medicines 21% 157

I Prefer Popular Brand-Name Drugs, Even if They Cost More 27% 162

Medication has Improved the Quality of My Life 58% 176

Prescription Drugs & Healthcare



Guideposts consumers enjoy a wide variety of snacks.

Snack Foods

Base: Adults, Women who in the Past 30 Days*... % Comp. Index

Used Nuts 55% 173

Used Cookies (Ready to Eat) 51% 158

Used Doughnuts (Ready to Eat) 30% 152

Used Gelatin & Gelatin Desserts 24% 184

Used Snack Cakes 26% 163

Used Crackers 63% 164

Used Corn, Tortilla Chips, Other Chips & Cheese Snacks 46% 142

Used Popping Corn & Popcorn Snacks 40% 149

Used Breakfast, Cereal and Granola bars (1+ bars) 37% 151

Used Dried Fruit 32% 182

Used Ice Cream, Ice Milk, Sherbet 58% 162

Used Baking Mixes 32% 198

Used Candy 60% 155

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Guideposts consumers are going places.

Travel


Took Domestic Trip in Past Year 41% 149

Spent 7+ Nights Away on Domestic Trip in Past Year 9% 149

Spent $1,000+ on Domestic Vacations in Past Year 14% 136

Any Domestic Vacation/Personal Trips in Past Year 36% 147

Means of Domestic Travel – Personal Vehicle or Motor Home/RV 21% 160

Go to Beach on Domestic Vacation 7% 148

Go Shopping on Domestic Vacation 9% 134

Go Sightseeing on Domestic Vacation 14% 142

500+ Miles Travelled from Home (Round Trip) 23% 136

1000+ Miles Travelled from Home (Round Trip) 14% 160

Took a Cruise in Past 3 Years 6% 137

Took 3+ Domestic Round Trips in Past Year 15% 149

Travel Attitudes (Agree)

I’d Rather Take a Few Weekend Vacations Than One Long Vacation 45% 168

Group Tours Are Fun and A Good Way to Meet People 50% 181

When I Learn About A Great Vacation, I Typically Recommend It to People I Know 53% 142

Packaged Deals Are Great, Because I Don’t Have To Plan Out The Details Too Much 50% 146

I Prefer Guided Tours to Traveling Independently 37% 180

I’d rather travel in the U.S. than to a Foreign Location 51% 181


Vitamins & Minerals & Diet Control

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Guideposts consumers have healthy, active lives.


Used Vitamin & Dietary Supplements in Past 7 Days 49% 181

Engaged in Regular Physical Fitness Program 31% 141

Currently Controlling Diet 38% 175

Reason for Diet Control

Maintain Weight 13% 198

Weight Loss 14% 166

Blood Sugar Level 15% 329

Cholesterol Level 13% 304

Salt Restriction 5% 333

When Dieting, Buy Foods Specifi cally Labeled As

Low Cholesterol 7% 263

Fat Free 11% 199

High Fiber 9% 208

High Protein 8% 195

Low Sodium 13% 239

Low Carb 9% 223

Natural or Organic 11% 149

Diet Control Method Used

Exercise Program 6% 141

Vitamin Supplements Improve One’s Health 63% 155

Buy Food Labeled as Sugar-Free 12% 241

Buy Food Labeled as Low-Calorie 10% 195


The Power of a Trusted Relationship

Demographics

Demographics (000) % Comp. Index

Total Adults 4,461

Gender

Female 3,053 68% 133

Male 1,408 32% 65

Age

Age 25 - 54 1,079 24% 47

Age 35+ 3,940 88% 126

Age 50+ 3,677 82% 182

Median Age: 63

County Size

B, C or D County 3,094 69% 122

Source: MARS 2017 Consumer Health Doublebase Study

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The Power of a Trusted Relationship

Demographic Profi le: Total Adults

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Base: Total Adults % Comp. Index

Total Audience: 5,058,000

Gender

Female 80% 154

Male 20% 42

Age

Age 25 - 54 34% 66

Age 35+ 95% 136

Age 50+ 77% 171

Median Age: 62

Median Household Income: $56,456

County Size

B, C or D County 72% 124



11/17

Guideposts Female Audience: Turning Inspiration into Action

Demographic Profi le: Total Women

Base: Total Women % Comp. Index

Total Women: 4,022,000

Age

25 – 54 32% 62

35+ 95% 134

50+ 78% 169

Median Age: 63

Median Household Income: $54,420

County Size

B, C or D County 72% 124



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