A Profile of Puerto Ricans 65+
A Profile of Puerto Ricans 65+
SOURCE: MEDIA BRAND PROFILES (MBP)
Consumption Patterns
ARECIBO7%
MAYAGUEZ15%
PONCE14%
SJ-SUB14% CAGUAS
15%
SJ METRO34%46%
54%
44%
18%
38%
Gender Lifestyle Tier Education Region
Retired
Housewife
Pensioner
Disabled
Self-Employed
46%
31%
23%
4%
2%
Employment
Family Help
Salaried, with Benefits
Retirement
Government Aid
Social Security
4%
7%
16%
38%
85%
Sources of Income of Household
64%
Car in Household Personal Mobile Phone
45%
Credit Card Ownership
46%
Paid TV in Household
17%
Internet in Household
10%
Traveled Outside PR
Ages65+
High 2%
Middle 12%
Middle-Low 48%
Low 38%
60%
Total Children among those 65+
7%
24%
30%
31%
1 Child
3 Childs
2 Childs
4 Childs or more
Ages65+
Married
Widow/er
Divorced
Single/Never Married
Seperated
Livinig together
45%
30%
12%
7%
3%
3%
Sports that Watches/Follows
Amount of People Living at Home
30%1 Person
2 or 3 Persons
4 Persons
5 Persons
61%
6%
4%
NBA
Double A Baseball
Boxing
BSN
Baseball PR
MLB
11%
13%
14%
15%
18%
23%
Marital Status
Dogs at Home
42%
Cats at Home
15%
Exercises
23%
Smartphone
10%
Laptop
8%
Fluent English
21%
DEMOGRAPHICS AGES 65+
Aguadilla District
65+ 38,690
Arecibo District
65+ 61,267Bayamon District
65+ 112,527
Caguas District
65+ 60,411Cayey District
65+ 21,534
Fajardo District
65+ 25,179
Guayama District
65+ 28,201Juana Diaz
District
65+ 19,221
Trujillo Algo District
65+ 19,221
Mayaguez District
65+ 55,979
Ponce District
65+ 43,991
Lares District
65+ 7,870
MAIN HOBBIES
65+ Ages 18+ IndexWatch Television 55% 46% 120Family Time 28% 32% 88Listen to music 22% 30% 73Clean 21% 18% 117Church 20% 12% 167Read 16% 18% 89Rest/Sleep 13% 25% 52Gardening 13% 12% 108Shopping 13% 12% 108Walking 10% 13% 77Hang out with Friends 9% 6% 150Go out to Eat 6% 10% 60Strolls (“Paseos”) 5% 7% 71Talk on the Phone 4% 12% 33Watch Movies 4% 7% 57
Loca
l TV (Y
)
Paid TV (Y)
Radio (Y)
Newspapers (Y)
Internet (L24H)
Socia
l Netw
orks (L
24H)
Outdoor (PW)
Magazines (
PM)
Movies (
PM)
80%
15%
39%34%
5% 4%
23%
8%2%
MEDIA EXPOSUREAGES 65+
MEDIA EXPOSUREAGES 65+
Top Local TV Channels
Wapa TV 65%
Telemundo 49%
Univisión 25%
Top Radio Stations
NotiUno 630 16%
WKAQ 580 13%
La Z 8%
Top Paid TV Channels
HBO 20%
Discovery 17%
CNN 15%
Top Newspapers
El Nuevo Día 49%
El Vocero 42%
Primera Hora
35%
Top Magazine
Vanidades 15%
People en Español 14%
Cosmopolitan 13%
1pm to 2 pm 2pm to 3 pm 3pm to 4pm 4pm to 5pm 5pm to 6pm 6pm to 7pm 7pm to 8pm 8pm to 9pm 9pm to 10pm
45%
34%
38%
44%
59%
52%
43%
39%
34%
39%
51%
44% 45%
37%
33%31%
29% 30%
12% 12% 13%11%
9%
15%
24%27%
32%
WAPA Telemundo Univisión
Mentioned Channels Viewed in Local TV by Hour
AGES 65+
6%
21%
Burger King
KFC
Churchs
Subway
McDonalds
Wendy's
25%
16%
15%
13%
12%
7%
VISITED A QSR
YESTERDAY
PAST WEEK
QSR’S VISITED
Ages 65+
FREQUENCY
1.5Visits during past week
among those that visited
DAYPART
Breakfast 6%
Lunch 60%
Snack 5%
Dinner 27%
Late Night 2%
AUTOMOBILESAGES 65+
Owes,41%Paid-Off,
59%
Auto Loans Status
Popular Car Among those that still Owe
Toyota 33%
Nissan 13%
Kia 9%
Hyundai 8%
Mitsubishi 8%
Popular Car Among those that Paid-Off
Toyota 38%
Mitsubishi 11%
Suzuki 9%
Nissan 7%
Hyundai 6%
Amount of Autos at Home
One Auto
2 or More Autos
71%
29%
Does NOT drive or own an Auto,
21%Drives or Owns
an Auto,79%
Incidence of Driving or Owning an Auto
CASUAL DINERSAGES 65+
Applebee's
Denny's
Longhorn
Macaroni Grill
Bonanza
Ponderosa
Pizza Hut
Chili's
Sizzler
3%
5%
7%
8%
17%
20%
26%
29%
33%
Casual Diners VisitedAmong those that Visited a Casual Diner
Past 3 Months
HEALTH INSURANCEAGES 65+
Type of Health Insurance
Personal Health Insurance,
65%
Government Health Insurance,
33%
Other,3%
No Health Insurance,2%
Health Insurance Provider
MMM 30%
miSalud 23%
MCS 17%
Triple S 14%
Humana 4%
First Medical 4%
American Health Insurance 1%
FOOD STORESAGES 65+
Incidence of Visiting a Food Store
Yes, 96%
Share of Last Visit by Food Store
Econo 40%
Selectos 9%
Ralphs 9%
Amigo 8%
Mr. Special 8%
Walmart 5%
Plaza Loiza 4%
MALLSAGES 65+
2012 2013 2014 2015
31%
Mall Visits Incidence by Year
30% 27% 24%
Visited Malls by Year
Malls
Catalinas Mall 16%
Galería Juncos 11%
Mayaguez Mall 8%
Plaza Carolina 7%
Plaza Las Americas 5%
Red indicates base number below 100
Malls
Plaza Carolina 11%
Mayaguez Mall 8%
Catalinas Mall 6%
Plaza las Americas 5%
Galería Juncos 4%
Malls
Aguadilla Mall 6%
Mayaguez Mall 6%
Plaza Guayama 5%
Plaza las Americas 4%
Plaza Carolina 4%
Malls
Mayaguez Mall 10%
Aguadilla Mall 8%
Plaza Centro 7%
Rexville Town Center 6%
Plaza del Sol 5%
STORESAGES 65+
Club Stores
Auto Parts & Service Stores
Off-Price Retailers
Other Retail & Specialty Stores
Furniture Stores
Office Supplies Stores
Electronic Stores
Department Stores
Hardware Stores
Discount Stores
Mass Merchandisers
Pharmacies
18%
11%
9%
7%
5%
1%
1%
9%
20%
23%
32%
36%
Visit Incidence Last 7 Days
Visit Incidence Last 30 Days
MOBILE PHONESAGES 65+
29%
18%14% 13% 13%
Mobile Phone Service Provider
Whether has Personal Mobile Phone by Lifestyle Tier
88%High
79%
Middle
68%Middle-Low
44%
Low