Age
18-24
5
5
25-34
15
16
35-44
19
18
45-54
14
13
55+
47
46
Gender
Female
53
58
Male
47
42
Type of area living in
▲ Suburb
43
40
City
26
28
▲ Rural area
17
16
Town
13
15
Income
Lower income: less than 75% of the median
34
41
Middle income: between 75% and 200% of the median
45
41
Higher income: higher than 200% of the median
9
6
Family life cycle
Pre family: The person is 15-45 years old without children
23
24
Young family: The person has children living at home where the youngest child is 0-6 years old
9
9
Adult family: The person has children living at home where the youngest child is 7 years old or older
18
17
Active Empty Nest‘ers: The person is 46 years old or older without children living at home and is active on the job market
28
28
Senior Citizens / In-active Empty Nest‘ers: The person is 46 years old or older without children living at home and is in-active on the job market
21
21
Honda potential customers are defined as US consumers who are most likely to purchase a Honda car

Arrows designate statistical significance of greater than +2.0 (▲ ) and less than -2.0 (▼) between Honda Current Customers and potential customers