MediaMark Reporter (MRI+) is a database that contains information about purchasers of brands, product types and media consumers. The data is drawn from MRI's Survey of the American Consumer. Each year the survey is issued to 25,000 consumers in their homes. Interviewers observe and verify household and respondent characteristics and collect demographic and media usage data. The survey focuses on product and media data.
The report below show the number of people who owned or leased a Toyota Prius at the time of the Spring 2017 survey was conducted.
Within MediaMark Reporter reports, there are quintiles for magazines, newspaper, radio, etc use. This information is within the reports, so you might see:
Those working with the survey data took all those who reported using the internet and divided them into 5 equal portions according to usage amount. Quintile I has the highest usage, Quintile V the lowest and the survey responses within each quintile are analyzed to get the report numbers for that group. So, if you wanted to compare media usage for consumers with an iphone, these numbers would let you see whether they are most likely to report high internet, magazine, newspaper, television or radio use.