Sunscreen Consumer Profile

Source: BIGresearch Consumer Intentions and Actions (CIA), June 2011.

How to read:
Consumers who buy Banana Boat Sunscreen most often are more likely than average to have 1-4 children in their household and are more likely to have small children 5 years or younger in the home.

	Total U.S.		Coppertone		Banana Boat		No Preference
Respondents Selected:	8,329		966		450		868

Annual HHI	%	Index	%	Index	%	Index	%	Index
Less than $15,000	12.4%	100	6.4%	51	10.2%	82	15.9%	128
$15,000 to $24,999	12.8%	100	9.9%	77	10.0%	78	14.7%	114
$25,000 to $34,999	14.3%	100	13.4%	94	13.5%	95	15.5%	109
$35,000 to $49,999	16.2%	100	16.6%	103	14.5%	89	16.1%	99
$50,000 to $74,999	21.2%	100	23.7%	112	23.6%	111	19.5%	92
$75,000 to $99,999	11.4%	100	14.2%	124	12.8%	112	8.5%	74
$100,000 to $149,999	8.0%	100	11.3%	141	10.8%	134	6.4%	80
$150,000 or more	3.6%	100	4.5%	125	4.6%	129	3.3%	93
Average Income	$54,555	100	$62,944	115	$60,713	111	$49,527	91

Number of Children in household under the age of 18
0	68.7%	100	64.2%	93	57.7%	84	69.7%	101
1	14.3%	100	17.0%	119	18.7%	131	13.8%	97
2	10.6%	100	13.7%	129	14.7%	139	9.1%	86
3	4.3%	100	3.7%	87	6.0%	139	4.9%	114
4	1.4%	100	1.1%	78	2.4%	171	1.4%	101
5 or more	0.7%	100	0.2%	29	0.4%	58	1.0%	147

Age ranges of the children in household under age of 18
Under 2 years old	12.4%	100	9.9%	79	12.4%	128	8.4%	67
2 to 5 years old	20.8%	100	21.3%	102	20.8%	146	18.9%	91
6 to 9 years old	23.2%	100	25.8%	111	23.2%	102	32.1%	138
10 to 12 years old	20.9%	100	21.1%	101	20.9%	108	24.8%	119
13 to 17 years old	43.1%	100	44.8%	104	43.1%	73	56.8%	132

*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.

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