What makes our consumers so compelling?
The military community:
• Has time for leasure: Soldiers earn 30 vacation days a year.
• Has money to spend: Soldiers typically earn more annually than the U.S.
household median income.
• Is young: 58% of Active Duty Soldiers are younger than 30, and the
average age is 29.
• Is smart: Army Soldiers are well educated, and G.I. Bill benefits support further
education for many Soldiers and their Families.
• Moves around: On average, 29% of the Army moves annually versus 12% of employed civilians,3 according to the U.S. Census Bureau.
Reach more than 70 Army installations and more than 2.5 million Soldiers, Families and Civilians.
1 The Defense Manpower Data Center’s (DMDC) Reporting System (DRS). “Active Duty Pay and Allowance Report.” April 2013. Available at: https://www.dmdc.osd.mil/dmdcrs/ (restricted). Accessed 18 October 2014.
2 2012 Army MWR Services Survey, Final Data. IMCOM Marketing and Interactive Solutions, Research and Analysis internal data (n: 6,008). Active Duty respondents only were asked, “Which best describes your Army career plans?” Percentages listed are for respondents saying they would “stay in until eligible for retirement (i.e. 20 years) or beyond.”
3 U.S. Census Bureau, Current Population Survey, 2012 Annual Social and Economic Supplement. http://www.census.gov/hhes/migration/data/cps/cps2012.html. Accessed 8 November 2014. “Armed Forces personnel” includes members of the Armed Forces in the United States living off post or with their families on post, but excludes all other members of the Armed Forces.