05-19-2009 EDC Meeting - Laserfiche WebLink

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Expected Expected Number of Percent of Product/Consumer Behavior Households Households MPI Gambled at casino in last 12 months 15859 27% 109 Gambled at casino 6+times in last 12 months 7601 13% 93 Gambled in Atlantic City in last 12 months 2319 4% 78 Gambled in Las Vegas in last 12 months 6836 12% 117 Attended horse races in last 12 months 6695 11% 114 Attended movies in last 6 months 6442 11% 110 Attended movies in last 90 days: <once a month 13256 23% 114 Attended movies in last 90 days:once a month 13575 23% 116 Attended movies in last 90 days:2-3 times a month 12322 21% 105 Attended movies in last 90 days: once/week or more 29691 51% 93 Prefer to see movie after second week of release 49989 86% 115 Went to museum in last 12 months 14302 25% 124 Attended music performance in last 12 months 3138 5% 119 Attended country music performance in last 12 mo 12914 22% 106 Attended rock music performance in last 12 months 14275 24% 123 Went to live theater in last 12 months 64282 110% 120 Visited a theme park in last 12 months 41402 71% 112 Visited Disneyland(CA)in last 12 months 7623 13% 102 Visited Disney World(FL)/12 mo: Animal Kingdom 21796 37% 125 Visited Disney World (FL)/12 mo: Epcot Center 11797 20% 126 Visited Disney World (FL)/12 mo: Magic Kingdom 53888 92% 125 Visited Disney World (FL)/12 mo: MGM Studios 11442 20% 126 Visited any Sea World in last 12 months 14698 25% 110 `- Visited any Six Flags in last 12 months 2121 4% 100 Visited Universal Studios (FL) in last 12 months 5788 10% 114 Went to zoo in last 12 months 14030 24% 123 Played backgammon in last 12 months 22570 39% 111 Played billiards/pool in last 12 months 10556 18% 115 Played bingo in last 12 months 6073 10% 90 Did birdwatching in last 12 months 23004 39% 112 Played board game in last 12 months 4507 8% 121 Played cards in last 12 months 9234 16% 112 Played chess in last 12 months 9000 15% 109 Participated in hunting with rifle 13526 23% 92 Participated in hunting with shotgun 2664 5% 97 Participated in ice skating 10279 18% 124 Play golf once a month 6025 10% 130 Play golf 2-3 times a month 9724 17% 132 Participated in horseback riding 16912 29% 120 Participated in jogging/running 14700 25% 126 Participated in motorcycling 13032 22% 112 Participated in roller blading 1822 3% 123 Participated in roller skating 4503 8% 104 Participated in snorkeling 5013 9% 130 Data Note:An MPI (Market Potential Index measures the relative likelihood of the household in the specified trade area to exhibit certain consumer behavior purchasing patterns compared to the US average. An MPI of 100 Source: These data area based upon national propensities to use various products and services,applied to local demographic composition. Usage data were collected by Mediamark Research Inc. in a nationally representative Page 26