Audience
Female: 52%
Male: 48%
Married: 53%
Age
18 - 24: 3%
25 - 34: 18%
35 - 44: 19%
45 - 54: 18%
55-64 : 27%
65+: 15%
Race
White: 70%
African American: 25%
Asian: 1%
Other: 4%
Education
College Graduate or more: 61%
Some College (1-3 yrs): 20%
Postgraduate Degree: 41%
Household Income
$50,000-$74,999: 16%
$75,000+: 79%
$100,000+: 66%
Home Ownership
Own their Home: 69%
Market Value of Home
$250,000 - $499,999: 28%
$500,000+: 41%
$750,000+: 19%
$1,000,000+: 6%
County of Residence
Fairfax, VA: 21%
Prince George's: 18%
Montgomery: 15%
District of Columbia: 12%
Prince William: 10%
Loudoun: 10%
Alexandria City: 3%
Arlington: 3%
Fauquier: 3%
Family - Number of Children Under 17 in Household
None: 72%
1+: 18%
2+: 10%
3+: 0%
Dining
Ate at sit-down restaurants 3x per month: 14%
Ate at sit-down restaurants 6-9x per month: 6%
Ate at sit-down restaurants 10x+ per month: 7%
Travel
Took any air round trip outside continental US in past year: 27%
Investments
Hold investments: 88%
401k: 76%
IRA: 48%
Stock or Stock Options: 42%
Mutual Funds: 32%
Second home or real estate property: 24%
529 plan/College savings plan: 23%
Money Market Funds: 21%
Bonds: 14%
Recreational Activites
Grilling: 83%
Hiking/Backpacking: 68%
Gardening: 67%
Swimming: 50%
Bicycling: 48%
Volunteer Work: 48%
Lawn Care: 47%
Group Fitness Class: 29%
Basketball: 24%
Yoga/Pilates: 23%
Adult Continuing Ed: 22%
Fishing: 21%
Tennis: 20%
Snow Skiing-Snowboarding: 20%
Bowling: 20%
Camping: 19%
Cultural Activities
Art Museum: 50%
Museum on the National Mall: 49%
District Wharf: 48%
Flea market-garage sale: 46%
Rock concert: 43%
Kennedy Center event: 42%
Live theater: 41%
Zoo: 36%
Washington Nationals baseball: 34%
Art gallery on the National Mall: 31%
Dance or ballet performance: 30%
Baltimore Inner Harbor: 30%
Arena Stage: 28%
Arts & crafts fair or festival: 26%
Merriweather Post Pavilion: 26%
Comedy Club: 25%
National Cherry Blossom Festival: 25%
Opera or classical music concert: 22%
Source: August '20 - August '21 Scarborough