“…They are well-educated, work in professional fields, and although they fall in the middle-to-upper income bracket, they are still cost-sensitive (Martin and Shaheen, 2011;Burkhardt and Millard-Ball, 2006;Shaheen and Cohen, 2012). Studies by both Burkhardt and Millard-Ball and Martin and Shaheen found similar trends: Over 80% held a bachelor's degree, 20% reported incomes over $100,000 a year, females outnumbered males (55% to 45%), and the size of households was smaller than average (around 2.0, compared to an average of 2.6 in the U.S.).…”