【正文】 5 87 77 39 74 7 or More 212 5 40 4 83 3 3 54 43 3 74 8 4 85SHOP DECISION MAKER 1,914 43 260 26 60 28 24 56 268 22 51 65 33 76HEAD OF HOUSEHOLE 1,771 39 541 53 135 80 68 172 847 69 174 115 58 146SOURCE : SRH MEDIA INDEX 1991SKILLED WHITE COLLARPEOPLE 2544, H/H IPOPULATION INCOME $ 7,000+ $ 20,000+, POEM, TOTAL 15+ ALL CREDIT CARDS AMEX PERSONAL CARD PEOPLE PER.DEMOGRAPHIC PROFILE OF TARGET AUDIENCEDEMOGRAPHIC 4,487 1015 INDEX 118 INDEX 1230 INDEX 200 INDEX?00 % ?00 % ?00 % ?00 % ?00 %WORKING WOMEN Working Women 752 17 268 26 158 25 21 126 182 15 88 62 31 185 Work Women Under 20 35 1 5 0 63 1 1 109 1 0 10 0 0 0 Work Women 2024 192 4 77 8 177 8 7 158 35 3 66 0 0 0 Work Women 2529 181 4 100 10 244 6 5 126 68 6 137 26 13 322 Work Women 3034 109 2 45 4 183 4 3 140 35 3 117 20 10 412 Work Women 3539 72 2 21 2 129 2 2 106 20 2 101 11 6 343 Work Women 4044 58 1 12 1 91 2 2 131 14 1 88 5 3 193 Work Women 45+ 106 2 8 1 33 2 2 72 11 1 38 0 0 0ACCOMODATION Squat/Hut/Shack 1 0 0 0 0 0 0 0 0 0 0 0 0 0 Gov39。t Housing 1,835 41 227 27 67 14 12 29 348 28 69 12 6 15 Private Multi H/H 116 3 13 1 50 2 2 66 27 2 85 1 1 19 Private Single H/H 2,535 56 725 71 126 102 86 153 855 70 123 187 94 165RACE Chinese 4,374 97 947 93 96 101 86 88 1159 94 97 153 77 78 NonChinese 113 3 68 7 266 17 14 572 71 6 229 48 24 953LITERACY BOTH Eng Chi 2,306 51 835 82 160 94 80 155 857 70 136 157 79 153 Only Chinese 1,660 37 113 11 30 6 5 14 299 24 66 2 1 3 Only English 104 2 63 6 268 18 15 658 65 5 228 41 21 884 Illiterate 417 9 4 0 4 0 0 0 8 1 7 0 0 0SOURCE : SRH MEDIA INDEX 1991SKILLED WHITE COLLARPEOPLE 2544, H/H IPOPULATION INCOME $ 7,000+ $ 20,000+, POEM, TOTAL 15+ ALL CREDIT CARDS AMEX PERSONAL CARD PEOPLE PER.T O T A L PO PU L A T I O N N O N C R ED I T C A R D H O L D ER S C R ED I T C A R D H O L D ER SU N I V ER SE 4 , 9 5 3 4 , 1 3 6 (8 4 % ) 817 (1 6 % )SE X : P O P U L A T I O N S H A R E P O P U L A T I O N S H A R E I N D E X P O P U L A T I O N S H A R E I N D E XM A L E 2 , 5 3 1 51% 1 , 8 9 6 46% 90 635 78% 152F EM A L E 2 , 4 2 2 49% 2 , 2 4 0 54% 111 182 22% 46A G E :2 0 2 4 505 10% 401 10% 95 104 13% 1252 5 2 9 510 10% 322 8% 76 168 23% 2233 0 3 4 702 14% 489 12% 83 213 26% 1843 5 3 9 504 10% 371 9% 88 133 16% 1604 0 4 4 321 6% 255 6% 95 66 8% 1254 5 5 4 496 10% 407 10% 98 89 11% 10955+ 1 , 2 4 4 25% 1 , 2 1 9 29% 117 25 3% 12P E R S O N A L I N C O M E $ 5 , 0 0 0 3 , 3 7 1 68% 3 , 2 8 3 79% 117 88 11% 16$ 5 , 0 0 0 $ 1 0 , 0 0 0 1 , 2 1 3 24% 778 19% 77 435 53% 217$ 1 0 , 0 0 0 1 5 , 0 0 0 182 4% 50 1% 33 132 16% 440$ 1 5 , 0 0 0 $ 2 0 , 0 0 0 64 1% 8 0% 15 56 7% 530$ 2 0 , 0 0 0 + 107 2% 8 0% 9 99 12% 561H O U S E H O L D I N C O M E $ 5 , 0 0 0 306 6% 304 7% 119 2 0% 4$ 5 , 0 0 0 $ 1 0 , 0 0 0 2 , 1 8 9 44% 2 , 0 3 9 49% 112 150 18% 42$ 1 0 , 0 0 0 1 5 , 0 0 0 1 , 5 4 6 31% 1 , 2 6 7 31% 98 279 34% 109$ 1 5 , 0 0 0 $ 2 0 , 0 0 0 464 9% 280 7% 72 184 23% 240$ 2 0 , 0 0 0 $ 3 0 , 0 0 0 201 4% 94 2% 56 107 13% 323$ 3 0 , 0 0 0 $ 4 0 , 0 0 0 78 2% 42 1% 64 36 4% 280$ 4 0 , 0 0 0 + 97 2% 44 1% 54 53 6% 331O C C U P A T I O NPR O F / M G R / EX E 153 3% 30 1% 23 123 15% 467T A R D ER / PR O P 135 3% 25 1% 23 110 13% 494O F F I C E W O R K E R S 703 14% 427 10% 73 276 34% 238F A C T O R Y W O R K E R S 1 , 3 6 4 28% 1 , 0 6 2 26% 95 282 35% 125H O U SE W I V ES 1 , 2 6 6 26% 1 , 2 4 4 30% 118 22 3% 11R E T I R E D / U N E M P L O Y 424 9% 419 10% 118 5 1% 7A C C O M O D A T I O NSO U A T / H U T / SH A K 3 0% 2 0% 80 1 0% 202G O V 39。 T H O U SE I N G 2 , 0 5 3 41% 1 , 8 3 4 44% 107 219 27% 65P R I V A T E M U L T I H / H 100 2 92 2% 110 8 1% 48P R I V A T E S I N G L E H / H 2 , 7 9 7 56% 2 , 2 0 8 53% 95 589 72% 128L I T E R A C YBO T H C H I EN G 2 , 4 1 2 49% 1 , 7 6 4 43% 88 648 79% 163C H I N ES E O N L Y 2 , 1 5 9 44% 2 , 0 4 5 49% 113 114 14% 32EN G L I SH O N L Y 109 2% 54 1% 59 55 7% 306SO U R C E : SR H M ED I A I N D EX 1 9 9 1DEMOGRAPHIC ANALYSISTOTAL POPULATION CREDIT CARD HOLDERS ANEX CARD HOLDES VISA CARD HOLDES MASTER CARD HOLDESUNIVERSE 4,953 817 167 729 (89%) 95 (12%)SEX : POPULATION SHARE POPULATION SHARE INDEX POPULATION SHARE INDEX POPULATION SHARE INDEX POPULATION SHAREMALE 2,531 51% 635 78% 152 146 87% 171 558 77% 150 77 81%FEMALE 2,422 49% 182 22% 46 22 13% 27 171 23% 48 18 19%AGE :2024 505 10% 104 13% 125 12 7% 70 98 13% 132 12 13%2529 510 10% 168 23% 223 22 13% 128 175 24% 233 16 17%3034 702 14% 213 26% 184 44 26% 186 190 26% 184 24 25%3539 504 10% 133 16% 160 31 19% 182 115 16% 155 18 19%4044 321 6% 66 8% 125 21 13% 194 58 8% 123 8 8%4554 496 10% 89 11% 109 26 16% 155 75 10% 103 13 14%55+ 1,244 25% 25 3% 12 11 7% 26 19 3% 10 4 4%PERSONAL INCOME$5,000 3,371 68% 88 11% 16 0 0% 0 86 12% 17 3 3%$5,000$10,000 1,213 24% 435 53% 217 35 21% 86 305 53% 216 61 64%$10,00015,000 182 4% 132 16% 440 34 20% 554 127 17% 474 17 18%$15,000$20,000 64 1% 56 7% 530 27 16% 1,251 49 7% 520 5 5%$ 20,000+ 107 2% 99 12% 561 68 41% 1,885 75 10% 476 11 12%HOUSEHOLD INCOME$5,000 306 6% 2 0% 4 0 0% 0 2 0% 4 0 0%$5,000$10,000 2,189 44% 150 18% 42 6 4% 8 126 17% 39 28 29%$10,00015,000 1,546 31% 279 34% 109 27 16% 52 259 36% 114 28 29%$15,000$20,000 464 9% 184 23% 240 40 24% 256 173 24% 253 18 19%$20,000$30,000 201 4% 107 13% 323 37 22% 546 97 13% 328 11 12%$30,000$40,000 78 2% 36 4% 280 18 11% 684 30 4% 261 2 2%$40,000+ 97 2% 53 6% 331 36 22% 1,101 36 5% 252 7 7%OCCUPATIONPROF/MGR/EXE 153 3% 123 15% 487 59 35% 235 104 14% 462 12 13%TRADER/PROP 135 3% 110 13% 494 60 36% 267 92 13% 463 11 12%OFFICE WORKERS 703 14% 276 34% 238 30 18% 53 265 36% 256 24 25%FACTORY WORKERS 1,364 28% 282 35% 125 17 10% 29 244 33% 122 46 48%HOUSEWIVES 1,266 26% 22 3% 11 0 0% 0 20 3% 11 1 1%