The Panelbase Panel Book

Panelbase is a research community with over 220,000 UK members, and they are all ready to tell you exactly what they think right now. We have over 800 profiling fields on our highly engaged and responsive panel.

The purpose of this panel book is to give you an overview of our panel and a taste of a few profiling fields.

At Panelbase, we pride ourselves on providing personal and exemplary customer service. Get in touch and we can provide you with up-to-the- minute counts on any sample need your project may require.

For more information contact:

Angus Webb Director T: (44) 01434 611164 E: [email protected]

Panel overview

Gender Count: 225,272 Ethnicity Count: 225,272 Male 90,534 40.2% Black African 3,127 1.4% Female 134,738 59.8% Black Caribbean 2,024 0.9% Chinese 1,745 0.8% Indian 6,112 2.7% Mixed 3,753 1.7% Age (yrs) Count: 225,272 Other Asian 3,099 1.4% 16 - 24 59,941 26.6% Other Black 491 0.2% 25 - 34 77,855 34.6% Other ethnic group 1,148 0.5% 35 - 44 41,313 18.3% Other White 3,579 1.6% 45 - 54 25,476 11.3% Pakistani 2,622 1.2% 55 - 64 13,628 6.0% White British 184,273 81.8% 65+ 7,059 3.1% White Eastern Europe 1,410 0.6% White European Union 5,900 2.6% White Irish 2,806 1.2% Rather not say 3,183 1.4% Marital status Count: 225,272 Civil partnership 258 0.1% Household income Count: 225,272 Divorced 7,417 3.3% Up to £9,999 22,329 9.9% Living with a partner 44,497 19.8% £10,000 - £14,999 15,997 7.1% Married 59,285 26.3% £15,000 - £19,999 15,852 7.0% Separated 2,048 0.9% £20,000 - £24,999 16,159 7.2% Single 110,392 49% £25,000 - £29,999 14,988 6.7% Widowed 1,375 0.6% £30,000 - £34,999 14,288 6.3% £35,000 - £39,999 11,510 5.1% £40,000 - £44,999 10,378 4.6% £45,000 - £49,999 7,912 3.5% Housing status Count: 225,272 £50,000 - £54,999 7,080 3.1% Council owned 16,343 7.3% £55,000 - £59,999 5,225 2.3% Living with parents 47,630 21.1% £60,000 - £74,999 10,914 4.8% Privately owned 84,080 37.3% £75,000 - £99,999 2,503 1.1% Rented 75,197 33.4% £100,000+ 1,889 0.8% Shared ownership 2,021 0.9% I would rather not say 68,247 30.3%

Counts as shown above are based on active members in the month of April 2015

SEG Count: 225,272 Education level Count: 225,272 A 23,293 10.3% None 11,714 5.2% B 46,088 20.5% <5 grade C GCSEs 29,511 13.1% C1 59,301 26.3% >5 grade C GCSEs 26,807 11.9% C2 42,323 18.8% A levels/NVQ equivalent 81,774 36.3% D 24,202 10.7% Professional qualification 13,742 6.1% E 30,065 13.3% Undergraduate degree 43,477 19.3% Postgraduate degree 18,247 8.1%

TV region Count: 225,272 Anglia 21,744 9.7% Border 3,353 1.5% Central 34,110 15.1% Top 10 owned car brands Count: 80,162 Granada 25,655 11.4% Ford 20,088 20.2% London 48,271 21.4% Vauxhall 14,532 14.6% Meridian 20,817 9.2% Volkswagen 8,480 8.6% STV Central 11,642 5.2% Peugeot 8,448 8.5% STV North 4,062 1.8% Toyota 5,450 5.5% Tyne Tees 17,344 7.7% Renault 5,394 5.4% Ulster 3,875 1.7% Citroen 5,047 5.0% Wales 9,747 4.3% Nissan 4,474 4.5% West 4,499 2.0% Fiat 4,231 4.2% West Country 5,451 2.4% BMW 4,018 4.0% Yorkshire 14,702 6.5%

Country of residence Count: 225,272 Channel Islands 254 0.1% Gamble online Count: 225,272 England 193,659 86.0% Daily 7,144 4.5% Isle Of Man 152 0.1% Weekly 15,425 6.9% Northern Ireland 4,097 1.8% Monthly 10,134 4.5% Scotland 17,534 7.8% Occasionally 39,898 17.7% Wales 9,576 4.3% Never 152,672 67.8%

Counts as shown above are based on active members in the month of April 2015

Panel occupation

Industry sector Count: 225,272 Employment status Count: 225,272 Advertising and PR 2,201 1.0% Full-time 81,862 36.3% Agriculture 36 0.0% Part-time 46,617 20.7% Charity 3,492 1.6% Retired 7,599 3.4% Commerce 1,621 0.7% Self-employed 15,124 6.7% Construction 196 0.1% Unemployed 74,069 32.9% Cultural 956 0.4% Education 21,510 9.5% Engineering 8,707 3.9% Environmental 1,601 0.7% Fashion and textile 1,947 0.9% Financial and Accounting 4,513 2.0% Financial services 9,116 4.0% Government 11,772 5.2% Decision Authority* Count: 16,901 Health 18,603 8.3% Full 5,873 34.7% Higher education 1,574 0.7% Partial 7,861 46.5% Hospitality 14,105 6.3% None 3,167 18.7% Information technology 8,221 3.6% * amongst manager + Legal services 3,845 1.7% Manufacturing 8,693 3.9% Market research 1,050 0.5% Media 3,994 1.8% Oil gas and petroleum 1,725 0.8% Publishing 1,079 0.5% Retail 33,626 14.9% Science 1,700 0.8% Social care 5,077 2.3% Sport and leisure 4,335 1.9% ITDM Authority* Count: 16,888 Tourism 2,827 1.3% Full 5,450 32.3% Transport 6,915 3.1% Partial 5,642 33.4% Voluntary 1,239 0.6% None 5,796 34.3% Other 38,995 17.3% * amongst manager +

Counts as shown above are based on active members in the month of April 2015

Kids & teens panel

Child age (yrs) Count: 43,817 Children in household Count: 225,272 0 - 3 1,813 4.1% 0 children 180,084 79.0% 4 - 9 22,085 50.4% 1 child 16,892 7.9% 10 - 12 10,470 23.9% 2 children 18,287 8.5% 13 - 15 9,449 21.6% 3 children 6,950 3.2% 4 children 2,195 1.0% Males (yrs) Count: 21,961 5+ children 864 0.4% 0 - 3 919 4.2% 4 - 9 10,944 49.8% 10 - 12 5,327 24.3% Kids media consumption examples: 13 - 15 4,773 21.7% Nickelodeon 2,656 Disney Channel 2,909 Females (yrs) Count: 21,855 CBeebies 2,061 0 - 3 897 4.1 BBC Radio 1 2,020 4 - 9 11,119 50.9 Facebook 2,409 10 - 12 5,153 23.6 Twitter 968 13 - 15 4,686 21.4 YouTube 3,664

Counts as shown above are based on active members in the month of April 2015

Just some of our profiling...

Men’s magazines Sunday Times Style Magazine Technology and Gadgets BBC Top Gear Vanity Fair Internet service provider Digital Photo You Magazine Mobile network provider Empire Monthly mobile spend Esquire Daily newspapers Mobile contract details Four Four Two Daily Express Television signal GQ Daily Mirror Games console ownership Match Daily Star Audio equipment Maxim Financial Times Televisual equipment Men’s Health Guardian Mobile internet usage Observer Sport Monthly Independent Rugby World Irish News Personal income Spectator Irish Times Up to £9,999 Stuff Metro £10,000 - £14,999 T3 Morning Star £15,000 - £19,999 The Week Racing Post £20,000 - £24,999 Trout & Salmon Regional Daily £25,000 - £29,999 The Cricketer Regional Weekly £30,000 - £34,999 Zoo Scotsman £35,000 - £39,999 Sporting Life £40,000 - £44,999 The Sun £45,000 - £49,999 Women’s magazines Times £50,000 - £54,999 Harper’s Bazaar £55,000 - £59,999 Marie Claire Automotive £60,000 - £74,999 New Woman Number of cars £75,000 - £99,999 Reveal Car type Over £100,000 Shout Car make Tatler Car model Elle Car age ES Magazine Price when bought Grazia Fuel type Observer women New/used Red Insurance provider She

Entertainment channels Music channels Holiday types BBC 1 Classic FM TV All inclusive BBC 2 KISS Charter flight BBC THREE Magic Golf holiday Bravo MTV Dance Lakes and Mountains CBS Reality MTV Hits Long Haul Channel 4 Smash Hits Non-charter flights E4 The Box Package holiday Five The Vault Specialist Five USA VH1 Visiting friends family Fox Weekend breaks ITV2 Radio stations LIVING BBC 1Xtra More4 BBC Radio 2 Syfy BBC Radio 3 Sky One BBC Radio 4 Sky Two Radio FIVE LIVE UKTV Drama BBC Radio 6 UKTV Gold Capital Radio Watch Classic FM Heart Movie channels Internet Radio Sky Premiere Kerrang! Sky Comedy Magic Sky Action & Adventure Real Radio Sky Family Smooth FM Sky Drama & Romance Kiss FM Sky Sci-Fi & Horror BBC Local Radio TCM Pirate Radio Horror Channel talkSPORT True Movies The Hits True Movies 2 Movies4Men movies24

Music types London Underground Big Beat Dance Cannon Street Blues Euston Boy Band Fenchurch Street Classic Pop King’s Cross Classic R & B Liverpool St Classic Rock Piccadilly Classical Country Dance Disco Pop Supermarkets Drum & Bass Aldi Easy listening Asda Folk John Lewis Grunge Rock Morrisons Hip Hop/Rap Sainsbury’s House and Garage Spar Jazz Waitrose Marching Band Modern Punk Motown Nu Metal Pop Reggae Rock Stadium Rock World Music

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