For Immediate Release Elvis Presley Has Touched The Lives Of The Vast Majority Of Americans 70% of adult Americans have watched a movie starring Elvis, 34% consider themselves Elvis fans while 8% (17 million people) have tried to impersonate him Rochester, NY—August 12, 2002—One man – millions of lives. More than 176 million adult Americans (84%) have had their lives touched by Elvis Presley in some way. Among the most popular Elvis activities – watching a movie starring Elvis (70%), dancing to an Elvis song (44%), and watching a movie about Elvis (42%). When it comes to purchasing Elvis-related products – 31% have bought Elvis records, CDs, or videos, and 9% have bought Elvis memorabilia other than a record, CD, or video. One in ten Americans (10%) have visited Graceland – and 5% were fortunate enough to have seen Elvis perform live in concert before he died on August 16, 1977. These are the most recent results of a special issue of The Harris Poll® conducted in conjunction with the 25-year anniversary of Elvis' death on August 16, 1977. Harris Interactive® conducted this survey online among a nationwide cross section of more than 2,000 adults (18+). Impersonating Elvis is also very popular – for those doing the impersonating as well as their audiences. More than 17 million Americans (8%) have tried to impersonate Elvis, and 34% (nearly 72 million) have seen an Elvis impersonator. Although women are more likely than men to have engaged in some sort of Elvis activity some time in their lives (89% v. 80% overall), when it comes to impersonating Elvis, men outnumber women two to one (10% v. 5%). What is perhaps most surprising is the percentage of Elvis impersonators under the age of 30 – many of whom were born after Elvis died in 1977. Fourteen percent of 25-29 year olds and 13% of those 18-24 years of age say they have tried to impersonate Elvis. Overall, 74% of this youngest adult group (18-24 years old) have had some sort of connection with Elvis. In terms of his biggest fans, Elvis’ appeal is strongest among Females (40% consider themselves fans v. 27% for Males) and those 50 to 64 years old (45%). When Elvis fans were asked to choose their favorite Elvis, the 60’s Elvis had a slight edge over the 50’s Elvis (48% v. 42%) and only 9% of fans say they prefer the 70’s Elvis. The 60’s Elvis is more popular among women (51% v. 44% for men), while the 70’s Elvis is more popular among men (12% v. 7%). One out of four Americans (25%) still remember where they were, who they were with, or what they were doing when they heard that Elvis had died. · The experience is especially memorable for those 30 to 64 years old (30 to 39 = 35%; 40 to 49 = 36%; 50 to 64 = 34%) and for Females (31% v. 20% for Males). · Nearly four in ten Elvis fans (39%) still remember hearing the news – especially Elvis fans 30 to 65 years old (30 to 39 = 52%; 40 to 49 = 48%; 50 to 64 = 49%). TABLE 1 CONNECTIONS WITH ELVIS "Which of the following, if any, have you ever done?” Base: All adults Total AGE SEX Elvis 18-24 25-29 30-39 40-49 50-64 Male Female Fans % % % % % % % % % An Elvis connection (Net) 84 74 77 84 91 90 80 89 99 Watched a movie starring 70 39 65 70 84 82 66 75 90 Elvis Danced to an Elvis song 44 38 37 40 43 57 32 55 71 Watched a movie about Elvis 42 32 44 48 44 44 35 48 70 Seen an Elvis impersonator 34 37 25 34 28 36 31 36 43 Bought an Elvis record, CD or 31 15 20 29 29 48 24 37 68 video Visited Graceland 10 6 7 7 10 15 10 10 17 Bought Elvis memorabilia other than a record, CD or 9 6 10 11 8 12 5 13 23 video Read a book about Elvis 9 5 9 10 9 12 5 13 21 Tried to impersonate Elvis 8 13 14 10 6 4 10 5 12 Seen Elvis live in concert 5 - - 2 5 9 4 5 8 TABLE 2 THE ELVIS FANS "Do you consider yourself an Elvis fan?” Base: All adults % yes Total 34 Age: 18 – 24 23 25 – 29 31 30 – 39 34 40 – 49 31 50 – 64 45 65 + 33 Sex: Male 27 Female 40 TABLE 3 2 THE PREFERRED ELVIS AMONG ELVIS FANS "Which Elvis do you prefer?” Base: Elvis fans Total SEX Male Female % % % The 50’s Elvis 42 43 41 The 60’s Elvis 48 44 51 The 70’s Elvis 9 12 7 Methodology The Harris Poll® was conducted online within the United States between July 23 and 29, 2002, among a nationwide cross section of 2,191 adults. Figures for age, sex, race, education and number of adults in the household were weighted where necessary to bring them into line with their actual proportions in the population. "Propensity score" weighting was also used to adjust for respondents’ propensity to be online. In theory, with a probability sample of this size, one can say with 95 percent certainty that the results have a statistical precision of plus or minus 3 percentage points of what they would be if the entire adult population had been polled with complete accuracy. And this online survey is not a probability sample. These statements conform to the principles of disclosure of the National Council on Public Polls. About Harris Interactive® Harris Interactive (www.harrisinteractive.com) is a worldwide market research and consulting firm best known for The Harris Poll® and its pioneering use of the Internet to conduct scientifically accurate market research. We combine the power of unique methodologies and technology with international expertise in predictive, custom and strategic research. Headquartered in Rochester, NY, with offices across the United States, in the United Kingdom, in Japan and a global network of local market and opinion research firms, the Company conducts international research with fluency in multiple languages. EOE M/F/D/V To become a member of the Harris Poll OnlineSM and be invited to participate in future online surveys, visit www.harrispollonline.com. Press Contact: Nancy Wong Harris Interactive 585-214-7316 or 585-415-8931 [email protected] 3.