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MediaMark Reporter (MRI+): Reading MediaMark Reports

What are these quintiles?

Within MediaMark Reporter reports, there are quintiles for magazines, newspaper, radio, etc use. This information is within the reports, so you might see:

  • Internet Quintile I
  • Internet Quintile II
  • Internet Quintile III
  • Internet Quintile IV
  • Internet Quintile V

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.

Reports

mediamark reporter report

1) Total ‘000 (Base Count): At the time of the Fall 2009 survey there were 60,806,000 people in the US with at least a college degree

2) Projected ‘000 (Projected Count): Projected out to the entire population of this group, 2,903,000 of those with at least a college degree have an iPhone

3) Percent Across: Of those who have graduated college or more, 4.8% have an iPhone. Alternatively, if you picked a random person out of everyone who has at least a college degree, there’s a 4.8% chance they’ll have an iPhone

4) Percent Down: Out of people who have an iPhone, 40.8% have at least a college degree. OR, if you picked a random person with an iPhone, there’s a 40.8% chance they’ll have at least a college degree

5) Index:  how likely is the group on the left to have used the product/service/etc compared to average.  100 is average, so  looking at the second line, those who’ve graduated college are 52% more likely to have an iPhone.

6) *:  the sample size was less than 50: these numbers should not be considered reliable