Which of these have you done in the last 12 months? Select all that apply.

Voted in a federal, state, or local election 74.8%
Signed a petition 67.8%
Contacted an elected official about some matter of public business 65.1%
Donated money to a nonprofit organization 61.4%
Donated money to a candidate or political campaign 43.3%
Volunteered 42.7%
Took an active part in a local or national civic issue 37.1%
Attended an event for a nonprofit organization 34.6%
Contacted a media outlet such as a radio or television station, magazine, or newspaper   26.0%
Actively worked for a political party and/or a candidate for office 14.8%
Wrote or produced something that has been published by a media outlet 14.5%
Addressed a public meeting 13.3%
Served on the board of directors of a nonprofit organization 11.7%

On which of the following topics are members of your peer group likely to seek your opinion and advice? Please select all that apply.

Books, music, movies, and other forms of entertainment 77.2%
News, politics, and world events 74.5%
Technology and home electronics 34.9%
Travel (domestic and international) 32.7%
Beverages (bars/clubs/lounges, wine, cocktails, and microbrews)   24.4%
Leisure activities/sports 23.9%
Business (trends, practices, policy, etc.) 22.5%
Personal finance and investment (real estate, mutual funds, etc.)   17.2%
Automobiles 16.6%
Home design and furnishings 15.0%
Fashion and personal style 10.2%

Do you agree with the following statements? Please select all that apply.

I am more likely to respect and trust brands that advertise on than on other sites   80.0%
I am more likely to interact with advertising I see on than ads on other sites 38.6%
I am more likely to take action on the advertising I see on than on other sites   36.0%

How would you describe your political point of view?.

Progressive 44.8%
Liberal 32.5%
Independent 8.0%  


Green Lifestyle

Please indicate which of the following statements you agree with. Please select all that apply.

Healthy eating and good nutrition are important to me 82.0%
I believe a corporation’s commitment to social responsibility matters 80.3%
I am willing to spend more on a product that is safe for the environment 78.4%
Energy-efficiency/other environmental criteria are important to me when purchasing products for my home   78.3%
I would consider purchasing an electric, hybrid, or alternative fuel vehicle 77.6%
My trust in a company affects my buying habits 71.2%
I do not purchase products that are tested on animals 37.5%
I am one of the first of my friends to try new environmentally safe products 33.9%
I prefer using alternative forms of medicine and healing over prescription drugs 31.1%
I am one of the first of my friends to try new trends or innovations 23.2%

How often do you or members of your household shop at a natural/organic food market or supermarket, the natural/organic food section of your supermarket, farmer’s market, or coop?

Sometimes 43.2%
Most of the time 30.6%
Hardly ever 13.2%
I always shop this way   13.0%

About how much does your household spend per week on natural, organic, or "healthy" products?

$50-$99 36.1%
$100 – above   14.3%


Internet Usage

Which of the following items and/or services have you ordered on the Internet in the last 6 months? Select all that apply.

Books 80.4%
Clothing 56.8%
Music 51.8%
Movies/DVDs 43.2%
Computers and/or peripherals 33.8%
Travel and/or vacation information 33.6%
Electronics 30.1%
Educational material 25.5%
Vitamin/Mineral supplements 19.1%
Athletic footwear (running, walking)   18.9%
Natural food/health products 18.9%
Outdoor apparel 18.9%
Coffee/Tea 14.6%
Camera (digital or 35mm) or photography equipment   14.0%
Flowers/Fruit/Candies 13.1%
Camping or backpacking equipment 12.5%
Financial services 9.4%



Do you agree with the following statements regarding financial matters? Please select all that apply.

I do a lot of research before making major financial decisions/investments   49.4%
I seek out professional advice regarding my financial and investment decisions   32.5%
I consider myself financially savvy when it comes to investment decisions   15.3%
I am always interested in new investment opportunities 7.3%

Is social responsibility one of the criteria you use when making your investment decisions?

Yes 58.9%
Sometimes 30.0%

Which of the following investments do you own? Please select all that apply.

Individual retirement accounts (e.g. IRA, Keogh, 401k plans) 61.4%
Life insurance 38.0%
Mutual funds (stocks/bonds) 37.6%
Common or preferred stock 32.9%
Money market funds 28.5%
Savings certificate/CD 24.6%
Annuities 14.8%
Tax exempt funds 9.7%
Corporate bonds or debentures 8.6%
Investment collections of antiques, rare books, stamps, etc.   7.9%
Gold or other precious metal commodities 5.3%

What would you estimate is the total value of your investment portfolio

Under $50,000 49.1%
$51,000 – $100,000 15.4%
101,000 – $250,000 15.3%
$250,001 – $500,000 11.3%
$500,001 – $1,000,000   5.4%
More than $1,000,000   2.6%

What kind of work do you do?

Professional services (e.g., accounting, architecture, law, business consulting)   18.9%
Education 14.1%
Technology and sciences 13.8%
Media 6.2%
Health care 5.7%
Social services 4.4%



Which of the following have you consumed in the past 30 days? Please select all that apply.

Beer 57.9%
Domestic wine 52.3%
International wine 34.9%
None of these 22.7%
Vodka 21.1%
Gin 15.0%
Tequila 15.0%
Bourbon 12.8%
Rum 12.7%
Champagne 11.1%
Scotch 10.0%
Cordials and liqueurs   8.0%