A Profile of Puerto Ricans 65+

SOURCE: MEDIA BRAND PROFILES (MBP)

Consumption Patterns

ARECIBO7%

MAYAGUEZ15%

PONCE14%

SJ-SUB14% CAGUAS

15%

SJ METRO34%46%

54%

44%

18%

38%

Gender Lifestyle Tier Education Region

Retired

Housewife

Pensioner

Disabled

Self-Employed

46%

31%

23%

4%

2%

Employment

Family Help

Salaried, with Benefits

Retirement

Government Aid

Social Security

4%

7%

16%

38%

85%

Sources of Income of Household

64%

Car in Household Personal Mobile Phone

45%

Credit Card Ownership

46%

Paid TV in Household

17%

Internet in Household

10%

Traveled Outside PR

Ages65+

High 2%

Middle 12%

Middle-Low 48%

Low 38%

60%

Total Children among those 65+

7%

24%

30%

31%

1 Child

3 Childs

2 Childs

4 Childs or more

Ages65+

Married

Widow/er

Divorced

Single/Never Married

Seperated

Livinig together

45%

30%

12%

7%

3%

3%

Sports that Watches/Follows

Amount of People Living at Home

30%1 Person

2 or 3 Persons

4 Persons

5 Persons

61%

6%

4%

NBA

Double A Baseball

Boxing

BSN

Baseball PR

MLB

11%

13%

14%

15%

18%

23%

Marital Status

Dogs at Home

42%

Cats at Home

15%

Exercises

23%

Smartphone

10%

Laptop

8%

Fluent English

21%

DEMOGRAPHICS AGES 65+

Aguadilla District

65+ 38,690

Arecibo District

65+ 61,267Bayamon District

65+ 112,527

Caguas District

65+ 60,411Cayey District

65+ 21,534

Fajardo District

65+ 25,179

Guayama District

65+ 28,201Juana Diaz

District

65+ 19,221

Trujillo Algo District

65+ 19,221

Mayaguez District

65+ 55,979

Ponce District

65+ 43,991

Lares District

65+ 7,870

MAIN HOBBIES

65+ Ages 18+ IndexWatch Television 55% 46% 120Family Time 28% 32% 88Listen to music 22% 30% 73Clean 21% 18% 117Church 20% 12% 167Read 16% 18% 89Rest/Sleep 13% 25% 52Gardening 13% 12% 108Shopping 13% 12% 108Walking 10% 13% 77Hang out with Friends 9% 6% 150Go out to Eat 6% 10% 60Strolls (“Paseos”) 5% 7% 71Talk on the Phone 4% 12% 33Watch Movies 4% 7% 57

Loca

l TV (Y

)

Paid TV (Y)

Radio (Y)

Newspapers (Y)

Internet (L24H)

Socia

l Netw

orks (L

24H)

Outdoor (PW)

Magazines (

PM)

Movies (

PM)

80%

15%

39%34%

5% 4%

23%

8%2%

MEDIA EXPOSUREAGES 65+

MEDIA EXPOSUREAGES 65+

Top Local TV Channels

Wapa TV 65%

Telemundo 49%

Univisión 25%

Top Radio Stations

NotiUno 630 16%

WKAQ 580 13%

La Z 8%

Top Paid TV Channels

HBO 20%

Discovery 17%

CNN 15%

Top Newspapers

El Nuevo Día 49%

El Vocero 42%

Primera Hora

35%

Top Magazine

Vanidades 15%

People en Español 14%

Cosmopolitan 13%

1pm to 2 pm 2pm to 3 pm 3pm to 4pm 4pm to 5pm 5pm to 6pm 6pm to 7pm 7pm to 8pm 8pm to 9pm 9pm to 10pm

45%

34%

38%

44%

59%

52%

43%

39%

34%

39%

51%

44% 45%

37%

33%31%

29% 30%

12% 12% 13%11%

9%

15%

24%27%

32%

WAPA Telemundo Univisión

Mentioned Channels Viewed in Local TV by Hour

AGES 65+

6%

21%

Burger King

KFC

Churchs

Subway

McDonalds

Wendy's

25%

16%

15%

13%

12%

7%

VISITED A QSR

YESTERDAY

PAST WEEK

QSR’S VISITED

Ages 65+

FREQUENCY

1.5Visits during past week

among those that visited

DAYPART

Breakfast 6%

Lunch 60%

Snack 5%

Dinner 27%

Late Night 2%

AUTOMOBILESAGES 65+

Owes,41%Paid-Off,

59%

Auto Loans Status

Popular Car Among those that still Owe

Toyota 33%

Nissan 13%

Kia 9%

Hyundai 8%

Mitsubishi 8%

Popular Car Among those that Paid-Off

Toyota 38%

Mitsubishi 11%

Suzuki 9%

Nissan 7%

Hyundai 6%

Amount of Autos at Home

One Auto

2 or More Autos

71%

29%

Does NOT drive or own an Auto,

21%Drives or Owns

an Auto,79%

Incidence of Driving or Owning an Auto

CASUAL DINERSAGES 65+

Applebee's

Denny's

Longhorn

Macaroni Grill

Bonanza

Ponderosa

Pizza Hut

Chili's

Sizzler

3%

5%

7%

8%

17%

20%

26%

29%

33%

Casual Diners VisitedAmong those that Visited a Casual Diner

Past 3 Months

HEALTH INSURANCEAGES 65+

Type of Health Insurance

Personal Health Insurance,

65%

Government Health Insurance,

33%

Other,3%

No Health Insurance,2%

Health Insurance Provider

MMM 30%

miSalud 23%

MCS 17%

Triple S 14%

Humana 4%

First Medical 4%

American Health Insurance 1%

FOOD STORESAGES 65+

Incidence of Visiting a Food Store

Yes, 96%

Share of Last Visit by Food Store

Econo 40%

Selectos 9%

Ralphs 9%

Amigo 8%

Mr. Special 8%

Walmart 5%

Plaza Loiza 4%

MALLSAGES 65+

2012 2013 2014 2015

31%

Mall Visits Incidence by Year

30% 27% 24%

Visited Malls by Year

Malls

Catalinas Mall 16%

Galería Juncos 11%

Mayaguez Mall 8%

Plaza Carolina 7%

Plaza Las Americas 5%

Red indicates base number below 100

Malls

Plaza Carolina 11%

Mayaguez Mall 8%

Catalinas Mall 6%

Plaza las Americas 5%

Galería Juncos 4%

Malls

Aguadilla Mall 6%

Mayaguez Mall 6%

Plaza Guayama 5%

Plaza las Americas 4%

Plaza Carolina 4%

Malls

Mayaguez Mall 10%

Aguadilla Mall 8%

Plaza Centro 7%

Rexville Town Center 6%

Plaza del Sol 5%

STORESAGES 65+

Club Stores

Auto Parts & Service Stores

Off-Price Retailers

Other Retail & Specialty Stores

Furniture Stores

Office Supplies Stores

Electronic Stores

Department Stores

Hardware Stores

Discount Stores

Mass Merchandisers

Pharmacies

18%

11%

9%

7%

5%

1%

1%

9%

20%

23%

32%

36%

Visit Incidence Last 7 Days

Visit Incidence Last 30 Days

MOBILE PHONESAGES 65+

29%

18%14% 13% 13%

Mobile Phone Service Provider

Whether has Personal Mobile Phone by Lifestyle Tier

88%High

79%

Middle

68%Middle-Low

44%

Low