Attachment E_KN_CPS Comparison

ATTACHMENT E:
KnowledgePanel® Demographic Comparisons – January 2009
Adult U.S. Population
b

Adult Panel Members
Gender

Age

Race

Hispanic Ethnicity

Employment Status

Marital Status

Housing Ownership

Level of Education

a

(Dec 2008 CPS
except as footnoted)

Male

47.4%

48.3%

Female

52.6%

51.7%

18–24

10.2%

12.6%

25–34

17.8%

17.8%

35–44

19.3%

18.3%

45–54

19.1%

19.6%

55–64

17.8%

15.0%

65 or over

15.7%

16.6%

White Only

79.3%

81.2%

Black (African American) Only

12.3%

11.8%

American Indian, Alaskan Native Only

1.0%

0.9%

Asian Only

1.7%

4.6%

Hawaiian or Pacific Islander Only

0.4%

0.3%

2+ Races

5.3%

1.3%

Hispanic

13.9%

13.7%

Non-Hispanic

86.1%

86.3%

In the Labor Force

67.8%

67.4%

Working full-time

52.1%

55.7%

Working part-time

15.7%

11.8%

Not in the Labor Force

32.2%

32.6%

Married

54.2%

55.6%

Not Married

45.8%

44.4%

Own

73.7%

70.1%

Rent/Other

26.3%

29.9%

Less than High School Diploma

12.6%

13.6%

High School Diploma or Equivalent

30.3%

31.4%

Some College

29.0%

28.0%

Bachelor’s Degree or Beyond

28.0%

26.9%

KnowledgePanel® Demographic Comparisons – January 2009
(continued)
Adult U.S. Population
b

Adult Panel Members
Household Income

Under $10,000

Census Region

c

Internet Access (Household )

a

(Dec 2008 CPS
except as footnoted)

6.6%

6.0%

$10,000–$24,999

15.6%

15.6%

$25,000–$49,999

27.6%

26.6%

$50,000–$74,999

20.2%

20.1%

$75,000 or more

30.0%

31.8%

Northeast

18.5%

18.4%

Midwest

22.3%

21.9%

South

35.9%

36.5%

West

23.3%

23.2%

Any Connection Speed

65.2%

64.0%

54.1%

48.0%

Broadband

a. Active profiled adults are weighted to be representative of the U.S. population on age, gender, race, Hispanic ethnicity, language spoken
at home, region, metro status, education, and Internet access using post-stratification adjustments to offset any non-response or noncoverage bias.
b. Estimates were calculated using CPS December 2008 microdata available at www.census.gov. The data are weighted using CPS final
individual weights.
c. National Internet coverage statistics are from KN/SRI’s The Home Technology Monitor™ (Spring 2008).