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To maintain their homes and land, NCM readers look for things to make
their lives easier and to allow them more leisure time with family and other interests. Here
are some of the things they do and own to enhance their lives.
Activities |
|
NCM |
U.S. |
Index |
Gardening |
60% |
37% |
163 |
Fishing |
39% |
17% |
225 |
Hunting |
22% |
6% |
362 |
Powerboating |
16% |
7% |
231 |
Golf |
15% |
11% |
134 |
Auto Racing |
7% |
2% |
287 |
Water Skiing
|
4%
|
2%
|
179
|
Prepared food from scratch |
|
NCM |
U.S. |
Index |
Biscuits |
35% |
12% |
293 |
Bread |
25% |
10% |
249 |
Cake |
49% |
18% |
264 |
Candy |
15% |
5% |
280 |
Chili |
55% |
23% |
241 |
Cookies |
46% |
25% |
187 |
Frosting |
28% |
10% |
274 |
Gravies |
50% |
18% |
274 |
Ice Cream |
14% |
4% |
361 |
Jams |
10% |
3% |
309 |
Jellies |
10% |
2% |
417 |
Pies |
37% |
12% |
310 |
|
Lawn & Garden |
|
NCM |
U.S. |
Index |
Lawn mower |
91% |
35% |
257 |
Chain saw |
68% |
18% |
371 |
Riding mower |
65% |
11% |
593 |
Garden tractor |
28% |
4% |
625 |
Chipper/shredder
|
11%
|
3%
|
318
|
Intend to Purchase Lawn & Garden Equipment in next 12 months |
Chainsaw |
499,084 Buyers |
Chipper/Shredder |
116,973 Buyers |
Riding Lawn Mower |
756,424 Buyers |
Tiller |
296,331 Buyers |
Tractor |
421,102 Buyers |
Compact Tractor |
109,175 Buyers |
Full-Sized Tractor |
218,349 Buyers |
Garden Tractor |
109,175 Buyers |
Utility Vehicle |
233,945 Buyers |
|
ATVs |
|
NCM |
U.S. |
Index |
|
16%
|
5%
|
340
|
Computer usage |
|
NCM |
U.S. |
Index |
Own a PC
|
73%
|
69%
|
106
|
Pets |
|
NCM |
U.S. |
Index |
Own a pet |
71% |
43% |
167 |
Dog |
57% |
31% |
184 |
Cat |
39% |
22% |
185 |
Horse |
7% |
1% |
546 |
Other
|
9%
|
6%
|
161
|
Vehicles |
|
NCM |
U.S. |
Index |
Own 3+ autos |
42% |
30% |
119 |
Domestic |
92% |
78% |
118 |
Car |
68% |
63% |
109 |
Pick-up |
34% |
20% |
172 |
SUV |
24% |
16% |
157 |
4.6 Million NCM readers (26%) are very/somewhat likely to purchase a
new vehicle in the next 12 months!
|
Bought tires |
last 12 months |
61% |
34% |
179 |
Average: 5.0 tires/hh = 36 million tires purchased!
|
Home Improvements |
|
NCM |
U.S. |
Index |
Any home improvement
product or service |
76% |
32% |
236 |
Interior/Exterior Painting |
49% |
21% |
239 |
Bath/Kitchen Plumbing |
45% |
15% |
301 |
Lighting Fixtures |
32% |
10% |
306 |
Wallcoverings |
18% |
5% |
340 |
Insulation |
13% |
2% |
481 |
Gutters/Down Spouts |
12% |
3% |
387 |
Fencing |
10% |
3% |
335 |
Flooring (vinyl, laminate,
wood, ceramic) |
21% |
13% |
274 |
Doors (interior/exterior) |
16% |
4% |
390 |
Addition:
deck, porch, patio |
15% |
3% |
612 |
Carpeting |
15% |
6% |
256 |
Kitchen cabinets/counters |
9% |
4% |
236 |
Replacement windows |
8% |
3% |
256 |
4.4 Million NCM readers (25%) are very/somewhat likely to remodel their
kitchen in the next 12 months, and 5 million intend to remodel their bathroom!
|
Travel |
|
NCM |
U.S. |
Index |
Took a domestic
trip last year |
69% |
55% |
125 |
Took 4+ trips |
37% |
21% |
176 |
Average trips per person |
5 |
3 |
167 |
Spent $3,000+ on travel |
18% |
7% |
266 |
| |
3.6 Million NCM readers (20%) are very/somewhat
likely to take a cruise in the next 12 months!
|
Travel to: |
|
NCM |
U.S. |
Index |
Visit friends or relatives |
58% |
29% |
163 |
Sightsee |
58% |
37% |
156 |
Shop |
51% |
29% |
177 |
Go to beach |
37% |
23% |
158 |
Attend events |
37% |
15% |
240 |
Visit national parks |
29% |
12% |
248 |
Fish |
22% |
5% |
419 |
Golf |
10% |
4% |
249 |
Hunt |
8% |
1% |
856 |
Bike |
6% |
2% |
246 |
Visit a spa/retreat |
4% |
2% |
171 |
| |
Prescription medications |
|
NCM |
U.S. |
Index |
Allergy/Hay Fever |
36% |
12% |
305 |
Hypertension/high
blood pressure |
37% |
11% |
322 |
High Cholesterol |
28% |
8% |
354 |
Heartburn |
27% |
7% |
381 |
Arthritis/rheumatism |
18% |
6% |
279 |
Diabetes |
12% |
5% |
264 |
Eczema/Skin Itch/Rash |
12% |
3% |
359 |
Osteoporosis
|
7%
|
2%
|
372
|
From National Country Market Reader Profile Studies, MRI Custom Research, October, 2007, December, 2004 and October, 2001.
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