C.
CRUISE DEMOGRAPHICS
Results
of Research
Demographic
Description
This
study was conducted among a random
sample of adults over 25 years of
age with minimum annual household
incomes of $40,000. These criteria
were used based on prior research
conducted for CLIA by TNS that demonstrated
that 96 percent of cruisers meet
these minimums. As a result, respondents
for this study represent a very
viable target market.
Total Representative Market:
The
median (the point at which half
of the respondents fall below and
the other half places above) respondent
age is 44, representing median annual
household incomes of $71,000. Nearly
two-thirds (63%) hold full time
jobs; one in eight (13%) is retired.
Over half (58%) are college graduates;
most are white (93%). Respondents
are evenly split
by gender (49% male and 51% female),
a result of the quota imposed for
the study.
Compared to Prior Study:
Consistent
with the higher income requirements
in 2004, the average income increases
and seniors and retirees comprise
a larger segment of the sample.
Cruisers tend to be older
(median of 47) than average respondents
(44), with higher household incomes
($78,000 vs. $71,000), and higher
levels of educational attainment
(65% college grad vs. 58%; 24% post-graduate
vs. 18%). Both groups are predominantly
married (83% cruisers vs. 82% total).
Consistent with their older age,
cruisers are more likely to be retired
(19%) than those in the total representative
sample (13%).
Non-Cruiser Vacationers,
defined as those who spend three
or more nights away from home for
leisure trips, are the youngest
of the four segments (42) and most
likely employed (67%). Their median
household incomes are similar to
those of average respondents ($69,000
vs. $71,000 as noted above), but
below cruisers ($78,000).
Non-cruisers/Non-vacationers
indicate
substantially lower median household
incomes than cruisers ($62,000 vs.
$78,000), less formal education
(41% graduated college vs. 65%),
and are slightly older (49 vs. 47),
but are similar to cruisers in other
measures: the proportion that works
full-time (60% vs. 58% cruisers)
and marital status (82% vs. 83%).
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