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1991 CIGARETTE TRACKING STUDY FACT BOOK

TABLE OF CONTENTS B ECT PAGE NUMBER PART 1: TOTAL SMOKERS 1-9 * SUMMARY 1 • SMOKER DEMOGRAPHICS, 3 YEAR TREND 2 * DEMOGRAPHICS BY GENDER GROUP 3 • DEMOGRAPHICS BY AGE CATEGORY 4 • DEMOGRAPHICS BY TYPE AND SIZE 5 • DEMOGRAPHICS BY TAR CATEGORY 6 • DEMOGRAPHICS BY LO-FI, IN DETAIL 7 • DEMOGRAPHICS BY LOW TAR, IN DETAIL 8 * DEMOGRAPHICS BY ULT, IN DETAIL 9 PART 2: FULL PRICE SMOKERS 10-58 SECTION I: DEMOGRAPHICS OF FULL PRICE SMOKER SEGMENTS AND CATEGORIES 10-21 * SUMMARY 10 * SMOKER DEMOGRAPHICS, 3 YEAR TREND 11 * DEMOGRAPHICS BY GENDER GROUP 12 * DEMOGRAPHICS BY AGE CATEGORY 13 * DEMOGRAPHICS BY TYPE AND SIZE 14 • DEMOGRAPHICS BY TAR CATEGORY 15 * DEMOGRAPHICS BY LO-FI, IN DETAIL 16 * DEMOGRAPHICS BY LOW TAR, IN DETAIL 17 * DEMOGRAPHICS BY ULT, IN DETAIL 18 * DEMOGRAPHICS BY ETHNIC SEGMENTS 19 * PACKINGS AND CATEGORIES BY ETHNIC SEGMENTS 20 * DEMOGRAPHICS BY IMAGE SEGMENTS 21

SECTION II: LORILLARD BRAND DEMOGRAPHICS 22-37 * SUMMARY 22 * KENT FAMILY DEMOGRAPHICS, 3 YEAR TREND 23 * DEMOGRAPHICS OF SELECTED COMPETITIVE BRANDS TO KENT PARENT 24 * DEMOGRAPHICS OF SELECTED COMPETITIVE BRANDS TO KENT GOLDEN LIGHTS 25 * DEMOGRAPHICS OF SELECTED COMPETITIVE BRANDS TO KENT III 26 * TRUE DEMOGRAPHICS, 3 YEAR TREND 27 * TRUE DEMOGRAPHICS VS SELECTED COMPETITIVE BRANDS 28 * NEWPORT PARENT DEMOGRAPHICS, 3 YEAR TREND 29 * NEWPORT PARENT DEMOGRAPHICS VS SELECTED COMPETITIVE BRANDS 30 * BLACK MENTHOL SMOKERS - REGULAR BRAND TREND 31 * WHITE MENTHOL SMOKERS - REGULAR BRAND TREND 32 * DEMOGRAPHICS OF "MASCULINE" BRANDS .33 * DEMOGRAPHICS OF "STYLISH" BRANDS 34 * DEMOGRAPHICS OF "FRESHNESS" BRANDS 35 * DEMOGRAPHICS OF "TAR CONSCIOUS" BRANDS 36 * DEMOGRAPHICS OF "LIGHTER TAR" BRANDS 37

SECTION III: FULL PRICE BRAND SHARE RANKINGS BY DEMOGRAPHIC AND IMAGE SEGMENTS * NON-MENTHOL MALE SMOKERS, 18-24 * NON-MENTHOL FEMALE SMOKERS, 18-24 * MENTHOL MALE SMOKERS, 18-24 * MENTHOL FEMALE SMOKERS, 18-24 * NON-MENTHOL MALE SMOKERS, 25-34 * NON-MENTHOL FEMALE SMOKERS, 25-34 * MENTHOL MALE SMOKERS, 25-34 * MENTHOL FEMALE SMOKERS, 25-34 * * * * NON-MENTHOL MALE SMOKERS, 35-49 NON-MENTHOL FEMALE SMOKERS, 35-49 MENTHOL MALE SMOKERS, 35-49 MENTHOL FEMALE SMOKERS, 35-49 * * * * NON-MENTHOL MALE SMOKERS, 50+ NON-MENTHOL FEMALE SMOKERS, 50+ MENTHOL MALE SMOKERS, 50+ MENTHOL FEMALE SMOKERS, 50+ * "MASCULINE" IMAGE SEGMENT * "STYLISH" IMAGE SEGMENT * "FRESHNESS" IMAGE SEGMENT * "TAR CONSCIOUS" IMAGE SEGMENT * "LIGHTER TAR" IMAGE SEGMENT

PART 3:OFF PRICE SMOKERS 59-85 _ SECTION I: DEMOGRAPHICS OF OFF PRICE SMOKER SEGMENTS AND CATEGORIES 59-69 * SUMMARY 59 * SMOKER DEMOGRAPHICS, 3 YEAR TREND 60 * DEMOGRAPHICS OF SPECIFIC OFF PRICE IMAGE SEGMENTS 61 * DEMOGRAPHICS OF SPECIFIC SAVINGS BRAND FAMILIES 62 * DEMOGRAPHICS BY GENDER GROUP 63 * DEMOGRAPHICS BY AGE CATEGORY 64 * DEMOGRAPHICS BY TYPE AND SIZE 65 * DEMOGRAPHICS BY TAR CATEGORY 66 * DEMOGRAPHICS BY LO-FI, IN DETAIL 67 * DEMOGRAPHICS BY LOW TAR, IN DETAIL 68 * DEMOGRAPHICS BY ULT, IN DETAIL 69 SECTION II: OFF PRICE BRAND SHARE RANKINGS BY DEMOGRAPHIC SEGMENTS 70-85 * NON-MENTHOL MALE SMOKERS, 18-34 70 * NON-MENTHOL FEMALE SMOKERS, 18-34 71 * MENTHOL MALE SMOKERS, 18-34 72 * MENTHOL FEMALE SMOKERS, 18-34 73 * NON-MENTHOL MALE SMOKERS, 35-49 74 * NON-MENTHOL FEMALE SMOKERS, 35-49 75 * MENTHOL MALE SMOKERS, 35-49 76 * MENTHOL FEMALE SMOKERS, 35-49 77 * NON-MENTHOL MALE SMOKERS, 50-64 78 * NON-MENTHOL FEMALE SMOKERS, 50-64 79 * MENTHOL MALE SMOKERS, 50-64 80 * MENTHOL FEMALE SMOKERS, 50-64 81 * NON-MENTHOL MALE SMOKERS, 65+ 82 * NON-MENTHOL FEMALE SMOKERS, 65+ 83 * MENTHOL MALE SMOKERS, 65+ 84 * MENTHOL FEMALE SMOKERS, 65+ 85

PART 4: SWITCHING PATTERNS 86-88 * SUMMARY 86 * OVERALL SWITCHING RATES - TOTAL SMOKERS 87 • SWITCHING PATTERNS BETWEEN FULL PRICE AND OFF PRICE SEGMENTS 88

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PART I: DEMOGRAPHICS OF TOTAL SMOKERS

1 SUMMARY - TOTAL SMOKER DEMOGRAPHICS 1. THE FULL PRICE SMOKER MARKET STILL CONTAINS FAIRLY EVEN PROPORTIONS OF MALES AND FEMALES. THE PERCENTAGE OF MALES INCREASED SLIGHTLY IN 1991. 2. MALE AND FEMALE SMOKERS ARE OF SIMILAR AGE WITH MALES BEING SLIGHTLY BETTER EDUCATED. 3. THE LO-FI CATEGORY IS THE MOST MALE, WHILE THE ULT SEGMENT IS THE MOST FEMALE. THE LO-FI AND LOW TAR CATEGORIES ARE VIRTUALLY IDENTICAL IN AGE, WHILE THE ULT GROUP IS DECIDEDLY OLDER, BETTER EDUCATED, AND THE MOST AFFLUENT.

2 DEMOGRAPHIC PROFILE TOTAL SMOKERS 1m 1990 11991 _. BASE: (16508) (14469) (5445) Ex: MALE 49 49 52 FEMALE 51 51 48 AGE: 18-24 12 12 11 25-34 25 27 26 35-49 34 34 35 50-64 20 19 19 65+ 9 8 9 MEDIAN AGE 39.9 39.6 39.7 EDUCATION: HIGH SCHOOL OR LESS 66 65 66 SOME COLLEGE OR MORE 34 35 34 RACE: WHITE 90 91 90 BLACK 7 7 7 OTHER 3 2 3 HISPANIC 3 3 3 INCOME: MEDIAN 25.8 29.3 25.3 ~ . ~ .~ SOURCE: TRACKING STUDY