…Likely to be physically fit:

•66 000 have gone to a health club on 4 or more occasion during the past 30 days (PMB Index = 131.7)

 And during the last 30 days:

• 91 000 have done aerobics (PMB Index = 141.3)

• 69 000 have played volleyball (PMB Index = 149.9)

• 100 000 have gone jogging (PMB Index = 138.2)

…Available:

• 428 000 do not work (includes full-time students) (PMB Index = 97.9)

• 58 000 expect to be searching for work within a different company in the year to come (PMB Index = 193.6)

• 34 000 have received their college or university diploma in the year to come (PMB Index = 160.1)

…Important consumers:

• They spend, on average, $443.50 $ per month on their credit card.

…Dynamic, like to hit the town during numerous cultural outings and are always on the lookout for the latest urban trends:

• 589 000 have gone to the movie theatre during the past 30 days (PMB Index = 111.4) including 79 000 individuals who admit having gone to the movies 4 or 5 times within that same period (PMB Index = 182.7)

During the last 12 months:

• 263 000 have gone out to a night club or bar/ bar (PMB Index = 130.3) including 126 000 individuals who admit having gone out 10 times or more within that same period (PMB Index = 182.7)

• 237 000 have gone out to the theatre (PMB Index = 105.3)

• 54 000 have gone out to the ballet (PMB Index = 150.8)

• 83 000 have attended a classical music concert (PMB Index = 115.3)

• 149 000 have attended a pop music concert (PMB Index = 129.2)

• 87 000 have attended a jazz concert (PMB Index = 152.1)

• 79 000 have attended a rock concert (PMB Index = 116.9)

• 208 000 have visited a museum (PMB Index = 141.4)

• 125 000 have visited an art gallery (PMB Index = 136.6)

…Educated, informed, and implicated:

• 343 000 are currently pursuing their studies (includes full-time and part -time students) (PMB Index = 193.6)

• 132 000 have earned their Bachelor’s Degree (PMB Index = 199.0) and 30 000 have earned either a Master’s Degree

• 534 000 used the Internet (PMB Index = 115.1)

And during the last 30 days:

• 280 000 used the internet to research information (PMB Index = 127.0)

• 78 000 participated in a social or civic cause during the course of the past 2 years (PMB Index = 137.8)

Source: Independent study from the Print Measurement Bureau (PMB 2003)