The Values Audience:
The Values Audience is a segment of the U.S. population—52 million adults representing 37% of the entertainment market—whose faith is extremely important to them and is part of their daily lives.
The Values Audience is a segment of the U.S. population—52 million adults representing 37% of the entertainment market—whose faith is extremely important to them and is part of their daily lives.
- Almost half (46%) of this segment identifies as Evangelical or “born-again” Christian, compared to 28% among the general population.
- 64% attend weekly religious services,compared to 38% among the general population.
- 52% pray several times a day, compared to 27% among the general population.
- 34% list religious activities as an interest they enjoy (vs.17% among the general population, and 29% attend bible study (vs.14% among the general population).
- The Values Audience is equally split on gender, and skews more towards younger adults. The majority (52%) are under age 34, with 29% ages 18-24.
- 51% of the Values Audience have kids, compared to 40% of the general population. This segment is also more likely to have younger children under age 12 (37% vs. 30% among the general population).
- The majority are Caucasian (57%), but the Values Audience has a higher percentage of African-Americans (18% vs. 12% among the general population), and Hispanics (18% vs. 15% among the general population).
- 82% of Values Audience parents are likely to say it is “very important” to know about any explicit content before deciding if their child should watch, compared to 72% among the general population.
- 57% of Values Audience adults are much more likely to say it is “very important” to know about any explicit content before deciding whether or not they, themselves, will watch a TV show or movie, compared to 34% among the general population.
- 59% of the Values Audience say they use website resources and tools to monitor explicit content their family watches, vs. only 30% among the general population.
- 64% of Values Audience parents say they use parental controls to monitor and control the TV and movie content their children watch at home vs. 53% among the general population.
