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In age, gender, and urbanicity, potential consumers differ from current consumers but are similar to <br />the general population. However, potential consumers have slightly higher educational attainment <br />and income on average than both current consumers and the general population. 53% of potential <br />consumers have at least a bachelor’s degree (compared to 46% of current consumers), and 39% of <br />potential consumers report a household income of $100,000 or more (compared to 32% of current <br />consumers). <br />Potential consumers are also disproportionately likely to be Asian. <br />While about 8% of the general population is Asian, 17% of potential <br />consumers are Asian, and just 4% of current consumers are Asian. <br />High schooldiploma or less Some college Associatedegree/Tradeschool <br />Bachelorsdegree Graduatedegree <br />18%16%13% <br />34% <br />19%23%20% <br />14% <br />27% <br />15% <br />White Hispanic/Latinx Black Asian Mixed Race Other <br />56% <br />12%7% <br />17% <br />6%3% <br />61% <br />17%12% <br />4%3%2% <br />COMPARING ARCHETYPES 9© New Frontier Data, All Rights Reserved. <br />Education <br />Potential consumers <br />Current consumers <br />Ethinicity <br />Potential consumers <br />Current consumers <br />Page 260 of 322